A peek behind the scenes at Bodymoor Heath

[NurembergVillan]

First off, apologies.  This is going to be long, but I’m sure you’ll find it interesting.

Last night I was very, very fortunate to represent VillaTalk at what Aston Villa described as “an exclusive training session” at Bodymoor Heath.

A selection of media, supporter groups and websites including Vital Villa, avillafan, Heroes and Villains, and obviously VT, were asked to send someone who would be given full training kit and put through their paces by some of the strength and conditioning coaches at the club.  There was also mention of “kit launch” in the invitation too.  And who doesn’t want to be first to see the new kit?

Now, I haven’t kicked a football in over 20 years.  Some of you will know that I had a nasty football injury as a teenager and until medical science caught up a few years ago I was unable to do anything but light activity.  Quite how I wasn’t enormous at that point is a miracle, but nonetheless I had surgery, started to get active, but bottled out of playing football in case I got a recurrence of the injury.

This time, though, I just couldn’t refuse.  Scott (OBE) and Simon (Limpid) put it to me that they’d like me to go on behalf of VT.  Not as a little treat for being a good Mod, or because of my X Factor-esque sob story, but because of my career history.

Again, those of you who know me will already know my background.  I studied fashion back in the 90s and went on to spend 6 years working for Puma in Nuremberg (hence the name on here). During that time I headed up the design of performance products for the brand, with a huge focus on football.  I designed the Italy kit which won the World Cup in 2006, and Usain Bolt’s kit in Beijing 2008.

A few years later I was back in the UK and recruited by Umbro where I was eventually Creative Director.  I was honoured to work on kits for England, and also Manchester City during the first few years of the Abu Dhabi ownership period.  It was a phenomenal experience.

My initial response was - I can’t do it.  I was worried about the fitness aspect (Scott glibly put it as “You may have to dress up and run around a bit”), and also felt that having been to several kit launch events of my own over the years it would be nice for someone else to get the chance.

My mission though, should I choose to accept it, was to go in as a stalking horse on behalf of VT.  These events are invariably a high quality charm offensive.  We’re all honoured to be working together, lots of things in common, great opportunity, love the club, love the brand, etc.  The ask of me was to cast an educated eye over the proceedings and see what it might reveal, and if there are any indicators of positive change within the corridors of Aston Villa.

So that’s the background.  It gives you an idea of how I’ve formed my views, and why I was so fortunate to be chosen.

It’s been a long time since I was at Bodymoor Heath.  Last time I was there I was collecting autographs from the likes Derek Mountfield and Graham Taylor.  It’s fair to say the place in unrecognisable apart from the beautifully crafted gates that welcome you into what is now a world class facility.

On arrival at 5.30 we waited at the lower car park, and were able to see some of the younger lads training in the distance.  By younger lads, they were maybe 6 or 7 years old.  Either that or they were very, very far away.  After a few minutes we were told to drive round to the main building where everything was waiting for us.

Even the road that takes you through to the training HQ brings it home to you the scale of Aston Villa Football Club.  I’ve worked at the training grounds of Manchester City, Lazio, Bordeaux and others but this place is something else.  Quintessentially English with it’s open space and imposing trees, but unmistakably modern once you get down to business.  For all of the failings of the previous custodian, this is quite the legacy.

Walking through the main doors, I felt a little like I was on Sky Sports News.  Sadly I wasn’t getting out of a Ferrari and carrying a Louis Vuitton washbag, but nonetheless the presence of a club photographer gave me a split second of “what if”.

Overseeing our reception alongside the Villa marketing team was Michael Taylor, the Senior Marketing Manager for Under Armour in the UK.  I’ve known Mike for a number of years, but haven’t seen him in a while so it was nice to get a familiar face amidst my nervousness about if I’d have a cardiac arrest at some point during the evening.

The other important factor in Mike being there is that he’s good at his job.  He’s well thought of and well connected within the industry, so from an Under Armour standpoint, and more importantly from a Villa one, it’s reassuring to know that he’s key to the relationship.  He’s a football fan and a talented marketeer, which bodes well for the management of our profile in the coming years.

The assembled group were led upstairs for refreshments and sandwiches.  The sarnies looked good, but I declined for fear of puking up on the pitch like Tommy Johnson all those years before me.

From there we were taken into a briefing room which was decked in imposing imagery featuring the club crest and the UA logo.  Fight like lions was emblazoned across it, and at the bottom reference to UA’s current campaign “I Will”.

We were given a full understanding of why we were there (to celebrate the beginning of the UA relationship, and experience a taster of life as a professional athlete) and the agenda for the evening.  Keith Wyness then took the floor to say a few words.  He comes across as a confident man, reassured by his own experience.  He talked passionately about the club, about the desire to get things back on track as quickly as possible and, importantly from my perspective, that this is a football club and not a brand.  The crest is valuable and meaningful, and alongside a strong team on the pitch, and supported by UA it will have global resonance.

Our new CEO was followed by Mike who gave us a clearer understanding of the Under Armour brand, its history and its current position.  Aggressive growth plans across all sports, and a clearly defined portfolio of football clubs who share common values with the brand.  Yeah, yeah, they all say that.  But looking at the roster it was clear to see that it was populated by storied clubs with a lot to look forward to - Spurs, Southampton, Colo Colo, and more.  It was nice to see us positioned alongside them.

Mike told us about this being the 20th anniversary of the brand, and 10th anniversary of being in the UK.  He even fronted up about the challenges they faced when the US speed skating team complained that their kit wasn’t functioning at the Olympics in Sochi.  They ditched the kit and wore an old one, which must have been embarrassing for the brand.  He explained how they’d learned from failure and were moving forward having extended their contract with the team.

20 years in, he said, and we’ve only just started.  Sounds like Villa, but a bit older than just 20, I thought.

Right then, niceties over.  Time for training!

We were led to the U21 changing room along a corridor with doors to gyms and physios, and bearing posters with helpful information for players about the danger signs of depression, and the importance of understanding what’s in any supplements they might take.

In the changing room the attention to detail was superb.  Lockers with specially created signs featuring our names, and full Under Armour training gear, and boots, to wear during the session.  Sadly it didn’t carry the Villa crest so it wasn’t clear whether this was exactly what the players will be using, but it would certainly give an indication of the quality we could expect.

Looking around the room it was encouraging to see I wasn’t going to be the most out of shape person there.  It was disappointing to see that there were a few lads there who really look after themselves.

The coaching team were led by Ben Petty, and our first exercise inside the huge, covered 4G arena was to warm up.  We were taken through our paces in what would constitute a typical opening session for the Villa squad.

It was hard.  I certainly wouldn’t fancy having a go at it after a week of partying in Dubai, that’s for sure.  But I guess we’ve already established I’m no professional athlete!  Simple jogs, followed by jogs with more complex movement, running technique, sprints, and finally sprints pushing the metal frames you may have seen, and for those brave enough the same again with added weights.  Credit to Gregg Evans of the Mail who absolutely blasted his way through it.

Next were some ball drills.  Not a medieval torture device, but high tempo pass and move.  There was a mix of ability around the group of perhaps 20 of us.  Some looking like they’d be pretty competent semi-pros, others only looking like they’d be good enough to play for England.

Again, it was interesting to note the level of complexity that was brought into the exercise.  Pass and go, change direction, pass to their left foot, pass to their right.  It was a lot more cerebral than you’d perhaps expect.

Finally we got the chance to move over to the pitch for some 7-a-side.  From what I'd seen, and for the effort that had already been put in, this had nil nil written all over it.  Already half broken, I took the wise choice of going in nets.  I was fortunate to have been partnered with some fairly handy players and kept a clean sheet in a 4-0 win.  I was excited to find myself kicking a ball again for the first time in over 20 years.  And what a place to do it...

Time for a final warm down with the physio, and some booklets giving us information on post workout recovery.  This is part of a pack that is usually given to the younger players.

Back in the changing room I had the chance to evaluate the kit.  It's good quality.  There's no doubt about that.  I wore base layer shorts and top under some perforated training shorts and a regular training tee.  We were given socks, pads and boots too.  The boots performed well.  UA's "speed" proposition, they were comfortable, light, and provided good traction.  The heels of the boots use the same technology as that which creates a moulded bra cup - which means perfect shaping without seams.

There was nothing overly fancy or tricky with the gear, but it was clearly designed and made to a high standard.  My only feedback to the guys was the shorts were a little long - a few of the lads, myself included, had folded the waistband over, and the socks were quite hot because of the cotton footbed.  Being honest, socks are one of the hardest parts of a kit to design.  Trying to find the perfect balance of cushioning, traction, feel and moisture management is nigh on impossible, and everyone has their own preference.

As an indicator for the kit, I think you can buy with confidence.  And the players can wear it with confidence too.  From what we saw (and we only saw pictures, the actual kit wasn't there, which was a shame and felt like a missed opportunity) the kit is detailed, innovative (the match shirt weighs in at just over 107g) and unlike some of the other big kit suppliers - it's not a template.  Talking to Mike afterwards he assured me that Villa will be getting the full treatment and won't be just a team on a to-do list.  Good.  After all we've been through it's the least we deserve.

The night was wrapped up with some exposure to the campaign that will be run - Fight Like Lions, and a talk from Jon Fear of Vital Villa.  He's featured in the campaign, and I have to say it's impactful, and meaningful.  I'm looking forward to see what you all think too.

In closing, there are two clear messages which align between Under Armour and the club.  Villa will stand for Pride, Passion and Purpose.  Under Armour say "I Will".  They're about the athlete, the preparation, and the willingness to achieve.  Something we desperately need at VP.  If you combine Fight Like Lions, with the idea of I Will, you get a potent combination.

If the evening was an indicator of life under new ownership and with our new kit supplier, I'm pleased to report it looks very promising.  Attention to detail in both the experience and the product.  A strong mission, bold messaging, and an emphasis on carrying it out.  A belief and a desire to get us back to where we belong.

It's time to leave the past behind, to accept it and move forward into what we know is possible.

Are you up for it? I am.  I Will.

 

 

TLDR; privileged Villa fan has another privileged experience, this time at Aston Villa. Enjoyed himself, very excited by what he saw.  Feels like it really, truly is a fresh start.  And one that brings with it a great deal of hope.

[NurembergVillan]

And here are some pics too -

 

[StefanAVFC]

Fantastic write up Rob. Would be lying if I said I wasn't a little jealous though

Edited July 1, 2016 by StefanAVFC

[NurembergVillan]

I was so close to saying no because I know I've had a privileged career, and know that others would LOVE to have had the opportunities I've had.

And then I thought "I've never had the chance to do something like this with Villa. It's time to be a fan again, and not just do it as a job".  For an evening I let myself believe in Santa Claus again.

[TheMelvillan]

that is very cool. as a 35 year old out of shape accountant i'm starting to think my dreams of making it as a top professional footballer at Villa are just starting to slip away so it was nice to hear about your experience.

hope you got to keep the swag!

[sparrow1988]

Very jealous. Fantastic write-up. Well done.

Things are looking up.

[NurembergVillan]

1 minute ago, TheMelvillan said:

that is very cool. as a 35 year old out of shape accountant i'm starting to think my dreams of making it as a top professional footballer at Villa are just starting to slip away so it was nice to hear about your experience.

hope you got to keep the swag!

As a 37 year old desk jockey myself I'm finally let go of that dream!  Yep, they let us keep the gear.  Might encourage me to get a bit more cardio on the go!

[It's Your Round]

Fair play, that was a really interesting insight and one I enjoyed reading immensely. Things seem to be shaping up well now. It's very reassuring that we are finally getting our act together! 

Now to buy some new players...

[NeilS]

Thank you for the write up and pictures NV, it is always interesting to get an insight into what goes on behind the scenes.

[bobzy]

Great read - thanks for posting such a detailed write up.

 

 

I hate privileged fans

[NeilS]

16 minutes ago, TheMelvillan said:

that is very cool. as a 35 year old out of shape accountant i'm starting to think my dreams of making it as a top professional footballer at Villa are just starting to slip away so it was nice to hear about your experience.

hope you got to keep the swag!

Haha, I am a 40 year old out of shape accountant. I think it was roughly about 5 years ago that I gave up the dream of becoming a pro footballer. I am now waiting on the call to take over the reigns as the manager at this great club, the club has got through enough managers over the last five years, but still no call.

 

[NurembergVillan]

4 minutes ago, It's Your Round said:

Fair play, that was a really interesting insight and one I enjoyed reading immensely. Things seem to be shaping up well now. It's very reassuring that we are finally getting our act together! 

Now to buy some new players...

There was more than one mention about the quality of players we're going to bring in.

Also some interesting insight into the younger players, which Gregg has covered in the Mail today.  Aside from those Khalid Abdo was called out as being extremely talented.

[VillaChris]

Did you spot that club rules poster anywhere?

Seriously great stuff. I used to go to BMH years ago every half term/summer holidays when they used to train on the pitches right by the public car park.

Don't go anymore as that dosen't happen and not interested in getting autographs. It's a great facility though.

[NurembergVillan]

1 minute ago, VillaChris said:

Did you spot that club rules poster anywhere?

Seriously great stuff. I used to go to BMH years ago every half term/summer holidays when they used to train on the pitches right by the public car park.

Don't go anymore as that dosen't happen and not interested in getting autographs. It's a great facility though.

I had a look out for "that poster" but didn't see it anywhere.

[It's Your Round]

2 minutes ago, NurembergVillan said:

There was more than one mention about the quality of players we're going to bring in.

Also some interesting insight into the younger players, which Gregg has covered in the Mail today.  Aside from those Khalid Abdo was called out as being extremely talented.

Who were the people mentioning the quality of players, Wyness and co or the reporters? 

[VillaChris]

6 minutes ago, NurembergVillan said:

I had a look out for "that poster" but didn't see it anywhere.

Just thought if it really is genuine it would be in the dressing room as obviously it's directed to the players so probably not unless they quickly took it down given some form of it was leaked.

[TheMelvillan]

17 minutes ago, NeilS said:

Haha, I am a 40 year old out of shape accountant. I think it was roughly about 5 years ago that I gave up the dream of becoming a pro footballer. I am now waiting on the call to take over the reigns as the manager at this great club, the club has got through enough managers over the last five years, but still no call.

 

I guess we are tragic examples of talent slipping through the net. Lack of talent not withstanding i blame the system man!

[Demitri_C]

Class! Thanks NV 

[ozvillafan]

Great write up - enjoyed reading it. Thanks for taking the time.

My only criticism: Start with the TL;DR, don't finish with it.

[bannedfromHandV]

Great piece though I do try to not get swept up by corporate slogans as until they're carried out in practice they're just words.

 

Very encouraging stuff though and a breath of fresh air methinks when compared with recent years