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



Launched in September 2015, Mad Dog Rugby 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

We are now into our 4th 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 squads, along with our brilliant coaches have integrated quickly and are displaying 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


We are hiring!

We are looking for 2 new coaches to join our team. Find out more about the job specifications at or copy the links below.  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

Intern recruitment for September 2020

We are looking for a young, self-motivated and enthusiastic rugby coach to gain experience as part of our team. The ideal intern will have the desire and willingness to not only improve themselves as a rugby coach but also as a person. read more

‘Live’ Q & A with Mad Dog himself Lewis Moody!

Thinking of 6th form? Could your rugby be a platform for new possibilities? Join our Chairman Lewis Moody for one of our ‘LIVE’ Q&A's and find out more about the programmes we run. 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 U10’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 both a rugby U10’s and cricket U13’s 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 - Head of Rugby Operations & Player Transition for MDS/Head of Rugby at MOCS

    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 has been promoted this summer to Head of Rugby Operations 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. We are so proud of Tom on achieving this recognition.

    We are delighted to have seen Tom’s progression through Mad Dog and look forward to seeing what this year holds with developing MOCS and Mad Dog further.

  • Johnny King

    Johnny King - Head of Wellbeing & Athletic Development/Assistant Coach at RWBA

    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 qualification and had represented Dorset & Wiltshire Senior rugby in the County Championship.

    Johnny’s journey with Mad Dog started in 2013, coaching at the short intensive courses over the holidays, in 2015 he became a part time office based administrator, whilst coaching rugby at another School and in 2016 he began an Assistant Coach role at our programme at MOCS.  Johnny’s engagement, progression and confidence in this role, along with his exceptional pastoral care was rewarded with a promotion within Mad Dog Sport to Head of Rugby at MOCS in 2017.

    In 2018 Johnny took on the position as the Head of Wellbeing and Athletic Development for the company and this year along side continuing this headship, we welcome him back to a coaching role supporting Ryan Kirby at RWBA. His depth of knowledge will be a massive asset to the programme and the boys experience within it.

    Outside of Mad Dog, Johnny has started his own private company ‘Hybrid Athletics Ltd’ building a mobile Athletic development and wellbeing company that we at Mad Dog are excited to benefit from. We wish him all the best with this as it starts to build.

  • Ryan Kirby

    Ryan Kirby - Head of Rugby at RWBA/Social Media Strategist & Manager

    Ryan Kirby joined Mad Dog Sport in August 2017, as the Assistant Coach at The Royal Wootton Bassett Academy.

    Ryan played Hooker/Flanker for Mold RFC in North Wales until he was 16 when he successfully gain a place in the London Wasps Academy. He went on to captain the side in the final at Twickenham in 2012. Whilst at Wasps Ryan also played for Welsh Exiles and Welsh Charitable’s.

    In 2014 he played for RGC 1404 – North Wales Premiership side and also completed his Level 2 Coaching qualification. He returned to play for Mold RFC in 2015 and in 2016 was appointed as the Head Coach for the Youth section, who under his guidance, won the League.

    Ryan is constantly challenging himself to improve as a coach and works hard to give opportunities to young players. He is the owner of Tinies Rugby Ltd, a fast growing rugby initiative for 2, 3 & 4 year olds children with adult participation.

    Ryan is fulfilling his ambition in becoming a coach within the professional game and has recently been awarded his RFU Level 3 qualification.

    Ryans’ promotion to Head of Rugby at Royal Wootton Bassett in January 2019 has seen him go from strength to strength, seamlessly transitioning into this role. Ryan is also our Social Media strategist and manages all the platforms for the company.

    In October 2020, Ryan was shortlisted in the UK Coaching Awards “Children and Young people’s Coach of the Year” category, down to the final three. We are so proud of Ryan on this excellent achievement.

    We are excited about Ryan’s future at Mad Dog Sport C.I.C and beyond.

  • Greg Ward

    Greg Ward - Head of Rugby at PHS

    Whilst studying Sports Science at Solent University, Greg got onto an RFU mentorship programme, which began his coaching journey on the England All Schools Project. During this time his experience grew further, through coaching University rugby and within the Hampshire County age group programme.

    He went on to coach the University of Southampton Women’s 1st Team to league victory and promotion whilst also building a Development Team.  Consequently being awarded the Coach of the Year Award for Southampton University!

    After graduation, he secured a full-time coaching role with Harlequins as a Community Rugby Coach and joined the coaching set up within their DPP Programme.

    Since joining Mad Dog Sport Greg has become part of the Bath Rugby DPP set up and is applying for his Level 3 next year.

    To add to an already impressive CV Greg is a Personal Trainer and works within the private sector outside of Mad Dog, as well as passing on his knowledge to our players during their Athletic development sessions.

    After a cracking year at RWBA, we are delighted to have promoted Greg to the Head Coach position at Park House School this summer. With his wealth of knowledge and brilliant ideas around what he would like to implement, we are look forward to seeing how both the programme and Greg develop.

    With aspirations to become a Head of Rugby operations, we are excited for the future!


CONTACT Mad Dog Head Office Tel: 01225 869298
Melksham Oak Community School Bowerhill, Melksham
Wiltshire, SN12 6QZ Tel: 01225 792700
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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