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 wellbeing
  • We create a positive environment for students to develop their rugby and social skills and achieve academically


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
  • Strength & Conditioning
  • Analysis
  • Wellbeing workshops
  • Match fixtures
  • Competitions
  • RFU coaching CPD's and awards
  • Enrolment on the RFU young ambassador programme
  • Work experience and internships
  • Individual player profiling and feedback
  • Coach and parental engagement


The Mad Dog Academy is a rugby programme designed and overseen by former England Captain Lewis Moody MBE. The programme is constantly evolving to ensure the best possible practice, alined 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 academy 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.



Launched in September 2015, the Mad Dog Academy at Melksham Oak Community School was our first integrated programme. With a focus on giving students a positive physical outlet with high standards and values, whilst encouraging their academic studies, the programme has had great results.

more about the MELKSHAM OAK academy

The 2nd Mad Dog Academy will launch this September at the Royal Wootton Bassett Academy. With a full intake in the first year, we are extremely excited to get started.

more about the WOOTTON BASSETT academy

The Next Mad Dog Academy 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


Appointment of Tom Bowen-Hall as the new Assistant Coach at The Melksham Oak, Mad Dog Academy

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. read more

Appointment of Ryan Kirby as the new Assistant Coach at The Royal Wootton Bassett, Mad Dog Academy

Ryan played Hooker/Flanker for Mold RFC in North Wales until he was 16 when he successfully applied to the London Wasps Academy. He went on to captain the side in the final at Twickenham in 2012. read more

HSBC Rosslyn 7’s

Our Mad Dog Rugby Academy is all registered for the Rosslyn Park National Schools Sevens Tournament 2018. read more

D & W County Call Up’s

It was fantastic to see two of our Mad Dog boys receive invitations to April’s Dorset and Wilts County development day read more

New Kit for Royal Wootton Bassett Academy

Delighted to share the new strip for Mad Dog Rugby at Royal Wootton Bassett Academy from September. read more


  • Lewis Moody MBE

    Lewis Moody MBE - CEO

    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 he launched Mad Dog Sport, facilitating short intense rugby courses for young players to develop their skill set and pitch confidence.

    In 2015 this developed in to a full time 6th form Rugby programme set up as an academy within a school.

    In 2013 he launched the Lewis Moody Foundation which supports families affected by serious illness offering one-off experiences for children and their families as well as funding scientific research through the Brain Tumour Charity.

  • Annie Moody

    Annie Moody - Managing Director

    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 along side 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 a full time 6th form Academy in schools.

    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.

  • Alex Burns

    Alex Burns - Head Coach Royal Wootton Bassett

    Alex moved into coaching after suffering a long term knee injury whilst at school. He quickly developed a passion for coaching, and was afforded three fantastic opportunities to develop his coaching skills in New Zealand, South Africa and at the world renowned rugby school Millfield. Upon completing a sport & exercise science degree with the University of Bath, Alex took up his current position of head coach at Melksham Oak School.

    Alex will be taking the position of Head Coach at the Royal Wootton Bassett Academy in September. Since Alex came on board with Mad Dog Sport he has thrived as a coach and mentor, proven through the excellent development shown within the squad at Melksham Oak School. His attention to detail and eagerness to progress as a coach is undeniable and we are excited to see what he will do with the squad at RWBA.

    In addition to his role with Mad Dog Sport, he coaches with Bath Rugby’s DPP & EPDG (pre-cursor age groups to the Bath Academy). Alex is the process of completing his RFU Level 3 qualification, as well as making a slow and steady return to the pitch as a player with Bradford-on-Avon RFC.

  • Johnny King

    Johnny King - Assistant Coach MOS

    After suffering an injury during school rugby in New Zealand, Johnny came back to playing the game when he moved to the UK in 2013. Within two years he had gained his level 2 coaching certificate and had represented Dorset & Wilts rugby in the County Championship. Having coached rugby at St Laurence for the previous two years, he is now forwards and assistant coach with Melksham’s Mad Dog Academy.

    Johnny has aspirations to work towards his level 3 coaching qualification and is looking forward to being head coach at Melksham Oak from September, as well as playing the game he loves for as long as possible.

  • Assistant coach to be announced soon…


CONTACT Mad Dog Head Office Tel: 01225 869298
Melksham Oak Community School Bowerhill, Melksham
Wiltshire, SN12 6QZ Tel: 01225 792700 www.melkshamoak.wilts.sch.uk
Royal Wootton Bassett Academy Lime Kiln, Royal Wootton Bassett, Wiltshire, SN4 7HG Tel: 01793 841900 www.rwba.org.uk
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