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
"The RFU is supportive of programmes, such as the Mad Dog Academy, 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
  • 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

"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


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

After a brilliant pre-season the 2nd Mad Dog Academy has launched at the Royal Wootton Bassett Academy. Looking forward to seeing the squad develop over the next couple of years.

more about the WOOTTON BASSETT academy

In September 2018 we will be launching a Mad Dog Academy at Park House School. PHS has a strong sporting history and adheres to values alined with Mad Dog Sport. We are excited about their vision for the future and look forward to getting started.

more about the PARK HOUSE SCHOOL 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


Melksham Oak 6th form Open evening 16th November

Looking forward to seeing our potential new players there... read more

RWBA player continues his development as a county player

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

MOS Mad Dog players represent D & W county

So proud of Matt & Mikey who represented D & W county during half term... read more

Park House School Open Session

Mad Dog coaches to host an 'Open Session' on Thursday 9th November, 5pm at Park House School read more

Where is Liam now?

After completing his two years with Mad Dog, along side his studies at Melksham Oak School, Liam is now at the University of South Wales... 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 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 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 - Master in Charge of Rugby RWBA

    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 the position of Head Coach at Melksham Oak School in 2015.

    With a move to Royal Wootton Bassett Academy, Alex will continue in a Master in Charge of Rugby role, as well as embarking on his promotion to Director of Rugby for Mad Dog Sport, where he will be developing and monitoring the full rugby programme.

    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 has recently completed his RFU Level 3 qualification and is hoping to make a steady return to the pitch, after a knee injury.

  • Johnny King

    Johnny King - Master in Charge of Rugby 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 qualification and had represented Dorset & Wiltshire Senior rugby in the County Championship. Having coached rugby at St Laurence School for the previous two years, in 2016 he began an Assistant Coach role at Melksham Oak’s Mad Dog Academy. Johnny’s engagement, progression and confidence in this role, along with his exceptional pastoral care was rewarded with a promotion within Mad Dog Sport.

    Johnny is enjoying his new challenge, having been promoted to Master in Charge of Rugby at Melksham Oak, as well as gaining a coaching role within the DPP at Bristol Rugby. He will be applying for his Level 3 coaching qualification next year. Following an ankle injury last season, he is also hoping to get back fit and playing the game he loves for as long as possible..

  • Ryan Kirby

    Ryan Kirby - Assistant Coach RWBA

    Ryan Kirby joined Mad Dog Sport in August 2017, as the new 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 applied to 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 believes this is the first step to fulfilling his ambition to become a professional Coach with aspirations to complete his Level 3 in the near future.

  • Tom Bowen-Hall

    Tom Bowen-Hall - Assistant Coach MOS

    Tom Bowen-Hall joined Mad Dog Sport in August 2017 as the new Assistant Coach at The Melksham Oak 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. 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.

    Tom has future aspirations to achieve his Level 3 coaching qualification. He is enjoying his Assistant coach role at the Mad Dog Academy and continuing to develop as a coach.


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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