Planning to succeed

My wife, Victoria, begged me not to take the job.

She has been a great influence on me. We’ve been together nearly 10 years, and only once or twice have I gone against her advice. I know she’s the sensible one.

It was March 2017, and I’d been offered the Newport job. The club was 11 points adrift in League Two, with 12 games to go. “You don’t want your first job in management being a relegation,” she said. 

But I’m from Newport, and it was an opportunity to get into management. I convinced her by saying: “They’ve only won five games out of 34. If I win five out of 12, whether we stay up or not, I’ll have put pride back into the club. It will maybe give me an opportunity in the Conference.”

I always had a plan. As a player, I did my coaching badges, but I wanted a degree. Whether it was in order to get a teaching job, to work abroad, I thought a degree could help me. I wanted a few options, to not pigeonhole myself.

I graduated with a sports journalism and media law degree from Staffordshire University, which I studied for while playing for Huddersfield and Bradford. Later, I got a diploma in football leadership and management through the League Managers Association course, as well as my UEFA Pro Licence.

"The estate agents’ was a different experience, but it gave me a bigger determination to get where I wanted to be"

Towards the end of my playing career, at Newport, I was doing my A Licence with the Welsh FA. They create a fantastic pathway for coaches of all levels. Studying alongside me was Thierry Henry and Mikel Arteta. Then there was Colin Caton, manager of Bala Town in the Welsh Premier League for 20 years. There were no egos, and everybody brought something to the table. 

I went through all my badges with Pep Lijnders, who is exceptional. With his attention to detail and enthusiasm, Pep stood out in the early days when we were doing the B Licence. At that time he was working over in Porto, so I learned from him about what it was like abroad.

In 2014, Justin Edinburgh, the Newport manager at the time, asked me to look after the academy while I was still playing. I think it was a way of saving money, if I’m honest!

I did that for a year, bringing youth players through to the first team. One went to Manchester United, another to Wolves. Then, in 2015, Justin left. Terry Butcher came in that April and got rid of everyone, including myself. 

A good friend of mine, Mark Crook, was involved with Welsh league club Undy Athletic. He was also setting up an estate-agent business and wanted me to be a partner of that. So I helped get the business up and running, and became player-manager at Undy. The estate agents’ was a different experience, but it gave me a bigger determination to get where I wanted to be: a manager in the professional game.

That October, a supporters’ trust took over Newport and Terry Butcher left. The trust brought in John Sheridan as manager, Warren Feeney as his assistant, and myself back as first-team coach. John left a few months later, though, and Warren was promoted to manager.

"Although I believed I could turn it round, I didn’t say it out loud. I didn’t want egg on my face"

Warren wanted his own staff, so I went into a different role at the club in summer 2016: director of football and business development. The board thought that my connections in the area could bring new business in, which was quite shrewd. But it wasn’t long before I was changing roles again.

Warren put a lot of effort in, but unfortunately lost his job that October. When Graham Westley replaced him, he wanted me back on the coaching staff, with Dino Maamria as his assistant. 

In March 2017, we played Leyton Orient at home. Orient were a club in crisis, having been issued with a winding-up order that week and sitting second from bottom. Although we were rock bottom, we should have beaten them because they played youngsters. We were 3-0 down at half-time and lost 4-0. Graham and Dino lost their jobs.

That’s when I took the job. The club basically said: “Last-chance saloon, let’s give him a go.” Although I believed I could turn it round, I didn’t say it out loud because I didn’t want egg on my face.

I say “I”, but we quickly put together a very good team of backroom staff. I brought in Wayne Hatswell, who’d worked with Justin at Newport. And I wanted Lennie Lawrence – one of my tutors when I did my Pro Licence – to join us. Lennie taught me about the importance of having a plan, because you never know when an opportunity is going to come. 

I called Lennie and said: “I’ve got the job, I’ve got my plan, will you come in? We’ll have youthful exuberance from myself. Wayne’s been here with Newport before. And you have experience of more than 1,000 games on the touchline. I think we can do it.” A week later, Lennie came in as a mentor.

"Victoria took me straight to Peppa Pig World with the kids. That brought me back down to earth!"

Our first game was Crewe away. Newport hadn’t won all season after going behind and, after 22 minutes, we were 1-0 down. We ended up getting an 89th-minute winner. Three days later, we won 1-0 at Morecambe. The gap had already been cut to seven points. 

A month later, it was down to one point when we went to Plymouth. We lost 6-1, and my instinct was to rip the team to shreds. But Lennie pulled me to the side and said: “Can I speak to them first?” He went in and told the players: “Lads, we’ve lost 6-1. Don’t worry about this.” 

By this point I’d checked the results, so I knew Hartlepool had lost – we were still one point behind, with three games left. Lennie carried on: “We need you next week against Accrington, so dust yourselves down. The only thing that’s been hurt today is the goal difference, so forget about it. Do not let this happen again.” 

That was a great shout from Lennie. In our next game, we beat Accrington 1-0. A win in the penultimate game of the season at Carlisle, and we’d be safe. Typical Newport, we were 1-0 up at half-time and lost 2-1.

Then, in the last game, Mark O’Brien – who unfortunately later had to retire with a heart issue – scored an 89th-minute winner that secured his place in Newport folklore. We’d done it.

I didn’t have much time to think about what we’d achieved, because Victoria took me straight to Peppa Pig World with the kids. That brought me back down to earth! It was probably just what I needed. Back to reality.

"I’ve kept in touch with Pep. I don’t reveal what we say because it’s personal, but I class him as a friend"

Newport gave me a two-year deal, so I was no longer a caretaker manager. It was time to show my worth. The following season, we finished 11th and got to the fourth round of the FA Cup. 

We played Leeds in the third round, having lost 5-1 to them in the Carabao Cup. We’d actually played well in that game; it could have easily been 5-5. For the FA Cup, there was a full house for an early Sunday kick-off at Rodney Parade, where the pitch was not as good as Elland Road. It was a little leveller, and we felt confident. We won 2-1.

Then we got Tottenham. Coming up against Mauricio Pochettino, Harry Kane, Mousa Dembele – they played a strong team, but we went 1-0 up, only for Kane to equalise in the 82nd minute. We were devastated, and lost the replay 2-0 at Wembley. But the feel-good factor around the club carried on.

The following year, we took the club to the fifth round for the first time since 1949. We beat Leicester in the third round, 2-1 at home. Then we beat Middlesbrough, 2-0 in a replay, to set up a tie against Manchester City and the best manager in the world, Pep Guardiola.

It was at Rodney Parade. Again, the pitch wasn’t great, and they had a small 18-year-old playing. Maybe he wouldn’t fancy it? If only!

Phil Foden was unplayable. He scored two, and I would say he covered every blade of grass, although there wasn’t much grass on the pitch. And there was David Silva, who came off the pitch without a speck of dirt on him. You could tell how good he was.

"I’ve had to work hard for everything I’ve had in my career. That grounding has helped"

City beat us 4-1, but we did well – it was 0-0 at half-time and we made it 2-1 on 88 minutes. For that little moment when we scored, I was thinking: “We just need one more chance.” But I’m kind of glad we didn’t go to the Etihad. That could have been messy.

I’ve kept in touch with Pep since. I don’t reveal what we say because it’s personal, but I class him as a friend. If there is something on my mind in terms of football, there is no problem asking him about it. That shows the measure of the man. He’s so humble. There is no hint of: “I’m Pep Guardiola, best manager in the world, treble-winner.” For all that he has achieved, he is still Pep Guardiola the human being. That is something that helps set him apart.

Thierry Henry is the same – a gentleman. He came to watch us in one of our playoff finals, wore Newport colours on his laces, and sat in with our team meeting. The players loved it: “That’s my hero, there.” I said: “He’s mine, as well!”

You tend to find that the big players have the right mentality. If they take to you, then they treat you as just normal. That’s exactly what’s happened with me, and it tells me I am doing something right.

I’ve had to work hard for everything I’ve had in my career. That grounding has helped me, shaping the principles I expect from my players. These are normal, everyday things. Respect costs nothing. Manners cost nothing. Treat people how you want to be treated. Give your all, everyday. 

Yes, you might have a bad day with the ball, but that doesn’t stop you running. It’s about discipline, respect for teammates, the staff, and the football club they’re representing. That club will be here a lot longer than any of us. 

"Everywhere I went, it was like living in a goldfish bowl"

At Newport, those principles helped us to reach two playoff finals. I’m proud that we got there, but frustrated that we lost twice, and through poor refereeing decisions. They weren’t great finals, and we weren’t great, but neither were the teams we played.

In 2019, we lost 1-0 to Tranmere in the last minute of extra-time. We should have had a penalty in the 84th minute, when Emmanuel Monthe fouled Jamille Matt. When I went to Walsall, Manny was at the club, so I asked him: “Was it a penalty?” He said: “100 per cent. I didn’t know where to look!”

Two years later, we lost 1-0 to Morecambe, again in extra-time. We should have had a penalty in the first half. Their goalkeeper, Kyle Letheren, came out and punched Scot Bennett clean in the face. A month later, at the delayed Euro 2020, the same thing happened with Hugo Lloris and a penalty was given. I couldn’t believe it.

To compound it, the referee gave Morecambe a penalty in the 108th minute for something that wasn’t even a foul and was outside the box. They have VAR for playoff finals now. They could and should have had it then.

In October that year, I resigned as Newport manager. I was frustrated with some things going on at the club, off the pitch. I was also finding it tough, coming from Newport, living in Newport and managing the local team. Everywhere I went, it was like living in a goldfish bowl. A lot of it was positive, people saying nice things, but still – I couldn’t go out with my family for a meal, go shopping, or to the park with the kids.

Not long after, I came close to joining a Championship club. There was also an offer from a Conference club for a project I believed in, but the timing wasn’t right. I took my wife and kids to Lapland that Christmas – I’d never been able to do that before, because I’ve always been involved in football.

"It was an imperfect storm. We lost influential players, the players lost confidence – there were a lot of factors"

There were a couple of other offers that didn’t feel right. Then, in early 2022, three jobs were available. Walsall was one of them. They made me feel wanted, and I gave them my word.

It started really well, but it didn’t end so well. When I took over, they were six points off the relegation places, having played a game more. In the final table, we finished 16 points clear. On Boxing Day the following season, we were two points off the playoffs with a game in hand.

Then everything that could go wrong, did go wrong. In the next 22 games, we lost eight, drew 12 and won two. It was an imperfect storm. We lost influential players, the players lost confidence – there were a lot of factors. Whether you’ve got a million reasons or not, I still expected better. 

I am a much better manager for having been through and learned from that, because I’d only really had success at Newport. And I met really good people at Walsall. I’m not one of those people who has sour grapes because I was sacked. The supporters were really good, too. Yes, they got frustrated, but I was too. I felt their pain.

"if you don’t aim high, you’re never going to fulfil your dreams"

Three weeks after leaving Walsall, I was appointed Swindon Town manager. My immediate ambition is to be successful with Swindon, playing attractive, attacking, free-flowing football. In the longer term, my ambitions are to manage in the Premier League and manage Wales. That would mean everything for me. 

People might say: “How are you going to manage in the Premier League?” But if you don’t aim high, you’re never going to fulfil your dreams.

At 21, I was still playing for Barry Town. Players in the top divisions had played in an academy, whereas I’d stayed on to do my A levels and been a postman. By 24, I’d won promotion to the Championship with Wigan, and played in a team that won promotion to the Premier League. 

So I’m going to keep believing, and make sure I give my all.

Author: Craig Bloomfield

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