We are a rugby programme integrated into the 6th form of state schools and academies. Together with the boys education, we focus on the continuation of players personal development using rugby as a foundation.
  • We help develop and coach good people
  • We promote healthy lifestyles through enhanced knowledge of nutrition and our wellness programme
  • We create a positive environment for students to develop their rugby and social skills and achieve academically

"The RFU is supportive of programmes, such as the Mad Dog Rugby, which focus on the holistic development of young people and which provides them opportunities to get involved in the game, sowing the seeds to enjoy lifelong involvement in sport." Mark Saltmarsh, Head of Education Development at the RFU


Our player centred approach focuses on creating a positive environment for players to think, organise and be accountable for their own actions and that of the team, both on and off the field. Players cover varied subjects within the programme, alongside their A’level or BTec choices including:
  • Skill based training
  • Athletic Development
  • Analysis
  • Wellness programme
  • Match fixtures
  • Competitions
  • RFU coaching or officiating awards
  • Enrolment on the RFU young ambassador programme
  • Opportunities for work experience and internships
  • Individual mentoring and IDP's
  • Coach and parental engagement
"At Mad Dog Sport we work closely with the RFU, Premiership clubs, grass roots clubs and schools to ensure inclusivity and quality. This support helps us to evolve and deliver the best possible programme and outcomes for all our student players" Lewis Moody MBE, owner Mad Dog Sport Ltd


Each rugby programme is designed and overseen by former England Captain Lewis Moody MBE. The programme is constantly evolving to ensure the best possible practice, aligned to the ever changing game and demands on the student players. The programme is designed to keep students engaged in 6th form education, giving them a positive physical outlet alongside their academic studies. Each programme boasts RFU qualified coaches, focussed on a holistic approach to coaching and are proudly involved with the county and local premiership clubs developing player programme (DPP). This quality of coaching helps the development of Mad Dog players to become confident, respectful and considered young leaders, who aim to set high standards within the school community creating an aspirational pathway. Through the programme we are committed to implementing sustainable participation based lower school programmes, enabling a smooth transfer for players and increased retention into the 6th form. This in turn gives our newly qualified player coaches the opportunity to gain more experience. As a company we are committed to supporting community clubs and strengthening relationships to benefit all involved. "The decision to go into partnership with Mad Dog Sport has brought rewards way beyond rugby" George Croxford, Headteacher at Royal Wootton Bassett Academy



We are now into our 5th year with our Mad Dog programme at the Royal Wootton Bassett Academy. Each year has been a great success, this squad really embodies the values of Mad Dog rugby and their unity shines through. We are looking forward to seeing how the new players integrate this September and the squad develop over the next year…

more about the WOOTTON BASSETT academy

Our Mad Dog Rugby programme hit the ground running in September 2018 at Park House School. Our squad, along with our brilliant coach have integrated quickly and display the values and behaviours expected by Mad Dog students. We are excited about how they will progress over the coming year.

more about the PARK HOUSE SCHOOL academy

The Next Mad Dog programme will be confirmed soon, for more details keep checking for updates. If you are keen to get Mad Dog integrated into your school, then please get in touch…

more about the NEXT MADDOG academy


Tackling mental health with Brave Mind

Today we announced our fantastic partnership with Brave Mind. This will, without doubt, increase our provision and the support we can give to our students and coaching team, as well as spread the word about the fantastic and important work Brave Mind are doing. read more

Mad Dog Coach named “UK Coach of the Year”

We are Incredibly proud to announce that Tom Bowen-Hall our Head of Rugby at Melksham Oak School and Head of Rugby Operations across all schools, has been named 'Children and Young People's Coach of the Year' at the UK Coaching Virtual Awards ceremony last night! read more

UK Coaching awards 2020 – Beyond proud of our coaches

Two of our brilliant coaches were recently nominated in the UK Coaching awards 2020, “Children & Young People’s Coach of the Year” category. We are delighted to say that they are both finalists, along with cycling coach Nicky Harveson and the Winner will be announced on the 3rd December via a virtual awards ceremony. We […] read more

‘Mad Dog’ programmes partner with Return2play to ensure concussion welfare of school children

Lewis Moody’s 'Mad Dog' state school rugby programmes, confirm their new partnership with Return2Play, to benefit and help manage each player and their injury welfare, including concussions. read more

RWBA player continues his development as a county player

Sam makes another appearance for Dorset & Wilts over the half term... read more


  • Lewis Moody MBE

    Lewis Moody MBE - Chairman and Coach at Mad Dog Sport C.I.C.

    Lewis Moody MBE will go down in history as one of England’s finest and most charismatic rugby players. The former England Captain and World Cup Winner was nicknamed Mad Dog for the endless commitment and fearlessness with which he played, he never left anything on the pitch and arguably there has not been a more committed individual in the game.

    With 71 caps for his country Moody has a host of accolades to his name including 3 Lions caps, a World Cup Winners medal, two Six Nations titles, seven Premiership triumphs and two Heineken Cup wins; the former England Captain is a true world rugby legend and a gentleman to boot.

    In 2013 after Lewis was forced to retire through injury, he launched himself into creating and facilitating short intense rugby courses to help young players to develop their skill set and pitch confidence. Encapsulating the values and all round ethos rugby offers (something Lewis himself was impacted by), in 2015 the courses developed into full time 6th form rugby enrichment programmes, set up within schools.

    Outside of Mad Dog, Lewis is working with a number of companies to develop himself further in Business and Sport Leadership consultancy, with an eye to becoming a facilitator in the near future.

    In 2013 he launched the Lewis Moody Foundation which supports families affected by serious illness offering family day experiences for those affected, running extreme events and challenges for fundraisers and funding scientific research through the Brain Tumour Charity.

    He’s still involved in various voluntary roles including working with the RFU as a member of the EAGR committee, speaking at numerous events and being associated with a number of British brands. However, turning out every Sunday morning as a Bath U11’s rugby coach with his youngest son, is a weekly highlight!

  • Annie Moody

    Annie Moody - Managing Director of Mad Dog Sport C.I.C.

    Originally coming from a dance background, Annie understands the demands and requirements needed to fulfil practical studies along side academics. Following on from dance, Annie studied Interior Design and within two years set up a company with a colleague. Running a company for 10 years gave Annie the experience and knowledge she has today and for which is applied to Mad Dog Sport. After taking time out to have a family and in partnership with Lewis, they set up Mad Dog Sport in 2013 to develop rugby at a grass roots level, running events and courses for young aspiring players. In 2015 this evolved into full time 6th form programmes in schools.

    Annie’s passion in seeing how sport plays such a huge part in the development of young people is the driving force of her vision to expand the programmes into more schools, and in doing so, growing the impact that could be made to young lives and their communities.

    In 2013 she co-founded the Lewis Moody Foundation which supports families through The Brain Tumour Charity, funding vital research, building awareness and giving families affected, activity days out to make lasting memories.

    Annie volunteers through the summer and winter as a youth rugby and cricket manager for her sons’ teams. So if lost, can be found on the side of a pitch somewhere in the UK!

    In the summer of 2019 Annie succeeded in climbing up the ‘North Face’ of Kilimanjaro as a charity fundraiser for the foundation raising over £40,000. The 3rd ever group to do this route.

  • Tom Bowen-Hall

    Tom Bowen-Hall - Director of Rugby - MDS/Head of Rugby - RWBA

    Tom Bowen-Hall joined Mad Dog Sport in August 2017 as the Assistant Coach at Melksham Oak School and within a year was promoted to Head of Rugby.

    Tom began coaching rugby whilst studying for a Business and Management degree at Aberystwyth University. His passion for coaching and desire to improve led him to a Master’s degree in Sports Coaching attained from the University of Gloucestershire. During this time Tom completed his RFU Level 2 coaching qualification and took up the Head Coach role for Frampton Cotterell Colts. Alongside this role, he also coaches the U15’s DPP squad at Bristol Rugby.

    Last year Tom expanded his role within the company taking over the lead in Transition for all players and through his dedication to his coaching and vision was promoted in 2020 to Director of Rugby, across all schools.

    Tom has recently been awarded his RFU Level 3 qualification and has been promoted to a Centre Manager for Bristol Bears’ Pathway Academy.

    In October 2020, Tom was shortlisted in UK Coaching Awards “Children and Young people’s Coach of the Year” category, down to the final three, winning the overall award. We are so proud of Tom on achieving this recognition.

    We are delighted to have seen Tom’s progression through Mad Dog and with a move to Head of Rugby at Royal Wootton Bassett we are looking forward to seeing what this year holds with developing the RWBA squad and Mad Dog Sport further.

  • Sam Ball

    Sam Ball - Head of Rugby: Park House School

    Sam Ball joined Mad Dog Sport in August 2021, as Head Coach at Park House School, having previously worked at King Edward’s School in Bath for four year as a PE teacher.
    Sam’s passion for rugby started at the age of 12 when he turned out at his local rugby club, Worcester RFC. As a player Sam went on to represent Worcestershire County, North Midlands U16’s, Worcester Warriors U16’s  & U18’s via the AASE programme, and the University of Bath.
    It was during his Sport and Social Science degree at the University of Bath that Sam found a love for coaching. Initially taking a sports coaching role at King Edward’s School, Sam became a qualified teacher in 2019. In 2021 Sam decided it was time for a new challenge and accepted the role of Head Coach at Park House School, where he aims to build an even stronger programme.
    Sam gained his RFU Level 2 coaching qualification whilst studying at the University of Bath and applied his coaching knowledge, gaining experience with the Bath Rugby Community department at their rugby camps. In 2020 Sam joined the Bath Rugby Developing Player Pathway (DPP) coaching team and has recently accepted the role as U15 Head Coach for the Swindon DPP site. Sam has the ambition to complete his RFU Level 3 qualification in the near future, as well as developing his knowledge of sports psychology, mental health, and leadership.
    Outside of coaching Sam spends most of his time walking his dog, Daisy and carrying bags for his girlfriend, Lucie, when they go shopping…
    We are excited to have Sam join the Mad Dog Sport team and we look forward to seeing the Park House programme develop further.
  • Gemma Rowland

    Gemma Rowland - Assistant Rugby Coach and Mentor: RWBA

    Gemma Rowland joined Mad Dog Sport in August 2021 as the Assistant Coach at Royal Wootton Bassett Academy. Gemma first started playing rugby whilst attending Colston’s School, after persuading the school to allow girls to play rugby as an extra curricular activity – her school team went on to win the Rosslyn Park National School 7s; twice. With a new found passion for rugby, Gemma continued playing whilst attending Exeter University, where she studied Sport and Exercise Science, and upon graduating, joined the British Army as a Commissioned Officer.

    High motivation and ambitious in nature, Gemma has successfully balanced her military career with her devotion to rugby throughout her career; representing both the British Army and UK Armed Forces on the field. In 2015, she was awarded her first International cap for Wales, in the 6 Nations opening game against England. Since then, Gemma has earned 19 International 15s caps, 10 International 7s caps and played in the World Cup 2017 and Commonwealth Games 2018. After completing her RFU Level 2, and delivering coaching to a variety of teams within the Army, Gemma realised she had a passion for coaching, as an avenue to pass on the knowledge and playing experience she has gained. Gemma is excited for the opportunity to further develop her coaching ability as part of the Mad Dog team.

    Off of the field, Gemma has recently completed a Masters in Strength & Conditioning at Cardiff Metropolitan University, with a focus on Long Term Athletic Development in youth athletes; knowledge which she hopes to build on under the Mad Dog Athletic development programme.

    Gemma is also an ambassador for the Mental Health charity ‘Brave Mind’; she believes that mental and physical wellness programmes are essential for young people to better understand how to cope with the pressures and stressors of daily life; something which we place great emphasis on in the Mad Dog Programme.


CONTACT Mad Dog Head Office Tel: 01225 869298
Royal Wootton Bassett Academy Lime Kiln, Royal Wootton Bassett, Wiltshire, SN4 7HG Tel: 01793 841900
Park House School Andover Road, Newbury, RG14 6NQ Tel: 01635 573911
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