Forest Green Rovers and the Rise of the PR Managers

By Luke Davis (@lukedavis98)

Forest Green Rovers had built a reputation as being a well run side on their way up through the football pyramid, through a focus on sustainability and ethical management Forest Green reached the 3rd tier of English Football, a remarkable achievement for a team from the tiny Cotswold village of Nailsworth. However, after failing to survive in League One they now appear to be dropping back down the leagues and now are facing relegation out of the football league altogether. How has this well run football club who appeared to find the recipe for promotions and over-achievement suddenly began to regress?

Forest Green appear to have changed their management recruitment policy from football based decisions to one of PR. Since Rob Edwards successful promotion season and eventual poaching from ‘serial sackers’ Watford, Forest Green have made a string of strange managerial appointments that appeared to try and make headlines as opposed to getting on-field results.

Rob Edwards replacement was Ian Burchnall. Burchnall had previously had a successful spell as Graham Potter’s successor at Östersund. After finishing his first season in charge only a point worse off than Graham Potter’s record breaking season the year before then, keeping Östersund in the topflight the following season. Burchnall returned to England leaving behind a positive reputation and legacy in Sweden. He took over at National League side Notts County and after two failed play-off seasons joined League One newcomers Forest Green. A manager who had never managed in the EFL being tasked with keeping Forest Green in the third tier of English Football seemed like a bizarre decision. Maybe, with many media outlets and football fans dubbing Burchnall as the next Graham Potter, Forest Green may have liked the publicity that would come with this appointment despite his relative lack of experience at this level of English Football.

After winning just 5 league games Burchnall was sacked in January 2023 with Forest Green bottom of League One. Many clubs in this situation would opt for a proven football league manager to steady the ship after an inexperienced gamble didn’t pay off. However, Rovers decided to opt for a big name with no managerial experience in Duncan Ferguson.

Ferguson had been coaching the first team at Everton since February 2014 and had a few spells over the years as interim manager. It was common knowledge across the world of Football that Fergusonwanted a managerial position and his first role was always going to make headlines. Ferguson’s appointment was marketed as bringing in a famous disciplinarian to turn around Forest Green’s fortunes. However in reality is was nothing more than a chance to be seen attracting Premier League talent.

Duncan Ferguson would win 1 game in 18 and seal Forest Green’s relegation to League 2. He left Nailsworth in July 2023.

With Pre-season under way ahead of the new season Forest Green were manager-less and need someone to take charge on an interim basis. Rovers opted to appoint Academy Manager, Hannah Dingley. Dingley is arguably the most sensible appointment Chairman Dale Vince has made since RobEdwards. She had been coaching in the men’s game for over 20 years and was doing a good job withthe Forest Green Academy. However, after 13 days and 1 pre-season friendly she was replaced with David Horseman, showing this appointment was again focused on headlines and pushing the forward- thinking image that Forest Green are keen to ensure.

David Horseman joined Forest Green again with no previous management experience at this level. This appointment appeared to be a case of hiring the Anti-Ferguson. A modern, well-received but relatively unknown coach with experience in the modern B-team set-up at top academies. This appointment seemed to prioritise the negative image Forest Green was beginning to receive from poor, big-name appointments. Horseman would leave Forest Green in December with Rovers second from bottom in League 2.

After three permanent appointments with no managerial experience at this level of English Football, Horseman’s replacement was expected to be a proven football league manager, preferably one with a history of fighting relegation. Instead, player-coach Troy Deeney was given the head coach position.

Troy Deeney’s signing in the first place had already raised a few eyebrows so the full time appointment was always going to make national news. Troy Deeney had the least experience in coaching out of all these managerial appointments but was an ex-footballer trying to make a name for himself within the football media world. With a podcast and punditry duties, Deeney was a very visible football personality which made his appointment again an attention grabbing headliner. Withno experience or managerial ability to speak of Deeney was sacked after 6 games and 0 wins, in his short time in charge he received a touchline ban and publicly criticised a number of his players/former team-mates.

Forest Green Rovers have now opted for Steve Cotterill as the new man tasked with battling relegation. Hopefully an experienced manager in the football league with a proven record can get theVegans back on track.