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 2nd year with our Mad Dog programme at the Royal Wootton Bassett Academy. Last year was a great success…

more about the WOOTTON BASSETT academy

Our Mad Dog Rugby programme hit the ground running this September at Park House School. Our squad, along with our brilliant coaches have integrated quickly and already displaying the values and behaviours expected by Mad Dog students. We are excited about how they will progress this 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


‘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

MOS Mad Dog players represent D & W county

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

RFU Level 2 coaching qualification success!

Well done to the seven players that committed to the course and are now qualified RFU Level 2 coaches, enabling them to coach the 15's game read more


  • Lewis Moody MBE

    Lewis Moody MBE - Chairman of 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 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 within schools.

    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 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.

    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.

    In the summer of 2019 Annie succeeded in climbing up the ‘North Face’ of Kilimanjaro as a charity fund raiser for the foundation.

  • Johnny King

    Johnny King - Head of Wellness & Athletic Development/MDS Support Coach

    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 another 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 to Head of Rugby at MOCS in 2017.

    Johnny is enjoying his new challenge, having recently been promoted to Head of Company Wellness & Athletic Development. Along with his ongoing coaching role at MOCS and the lead on support across all sites. This summer Johnny joined Bath Rugby as a DPP coach and is constantly developing his knowledge around Athletic development, having gained his qualifications over the past year. During the summer months, he started playing Rugby League, becoming part of the team that won the league and gained recognition through a West of England call up!

  • Tom Bowen-Hall

    Tom Bowen-Hall - Player Transition and Business Development Officer 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.

    Tom has recently been accepted on to the RFU Level 3 coaching course and has taken on a further role within Mad Dog Sport C.I.C. as Player Transition and Business development officer.

  • Ryan Kirby

    Ryan Kirby - Acting 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 payers from 5 years old up, organising summer camps at Mold RFC during the holidays.

    Ryan is fulfilling his ambition in becoming a professional Coach, and has recently been accepted on the RFU Level 3 course.

    Ryan was promoted to Acting Head of Rugby at Royal Wootton Bassett and has been excellent in transitioning into this role. Ryan is also our Social Media strategist and manages all the platforms for the company.

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

  • Andy Brownhill

    Andy Brownhill - Head of Rugby Operations MDS & Head of Rugby PHS

    Rugby has always been at the forefront of Andy’s personal development, as a young rugby player he represented Worcester & the North Midlands and in recognition for this, gained a place in Scotland’s Pathway Programme.

    With age, coaching became Andy’s focus and he started his coaching career at the Royal Grammar School, Worcester, helping develop and run the schools rugby program, as well as mentoring the schools’ elite athletes.

    On top of these roles he spent 3 season’s coaching with Worcester Warriors, as part of their pre-academy structure and is currently the Academy Pathway Coach for the Gloucester Academy. He is also coaching within the Scottish Qualified Program, focusing on their U16s & U17s teams.

    Having been accepted onto the course last year, Andy is currently working towards his Level 3 Rugby Coaching Qualification, as well as being a Level 2 qualified Officiator & Fitness Instructor.

    Rugby and player development is something Andy is extremely passionate about and is excelling in his role as Head of Mad Dog Rugby at Park House School and Head of Rugby Operations across all schools within Mad Dog Sport.

    Andy is an integral part of the company and we are looking forward to seeing how he develops within his roles and where he takes the programme.

  • Mike Kirby

    Mike Kirby - Assistant Coach - PHS

    Michael’s passion for coaching began whilst studying for a degree in Sports Coaching Science, at St Mary’s, in Twickenham and since graduating has spent the last few years up-skilling himself through various coaching roles.

    On completion of his degree, he gained a position coaching for the Wasps DPP in Buckinghamshire, worked for the RFU All Schools Project, running fun and engaging sessions to non rugby students, whilst developing teachers and at his youth club, High Wycombe, he has been working with the Colts team and over the past three seasons, supported players through a smooth transition into senior rugby.

    Alongside this, Michael has a variety of volunteer roles at his club, which led to him becoming one of the 12 members of the RFU National Youth Council, helping support the Young Rugby Ambassador programme, which rewards and develops volunteers in rugby between the ages of 14-25.

    To add to his development as a coach, Michael holds a Level 2 Officiating qualification and is currently undertaking his Level 3 coaching qualification, which he is due to complete this year. This will no doubt aid him in pursuing the next steps within Mad Dog Sport and a long term career in Rugby coaching.


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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