Redditch United are delighted to announce the appointment of former Coventry City Ladies and West Bromwich Albion Women Manager, Craig Nicholls, as an advisor, with immediate effect.

He boasts a wealth of footballing experience after gaining a degree in sports coaching and conditioning from Cumberland University, USA, where he played for Nashville Metros. It was there where Craig began his coaching journey, predominantly in the ladies’ game, by winning state championships with under-14s’ and under-16s’ girls team from Tennessee Futbol Club.

Returning to his homeland, he spearheaded Coventry City Ladies to a league and cup double, with FA Women’s Premier League Southern Division and Birmingham County FA Women’s Champions Cup titles in the 2013-2014 season.

Craig also led Coventry to two FA Women’s Cup quarter-final appearances and another for West Bromwich Albion Women. During his tenure with the Baggies, he added a second Birmingham County FA Women’s Champions Cup trophy to his impressive CV during the 2016-2017 season.

His pedigree, along with his enthusiasm and knowledge of Redditch following a playing spell, makes him the perfect person to aid Academy Director, David Faulkner, and Community Manager, Ryan Kettle, with developing home-grown talent and inspiring them to become members of the first-team squad in the future.

One of Craig’s priorities will be to bring the senior and development sections closer together, assisting the recently-announced elite player pathway programme, which will aid the educational and footballing development of Redditch United’s youth prospects.

He said the long-term vision of Redditch United, led by Chairman, Chris Swan, and desire to “put something back into the club” was pivotal to his decision-making.

“I am thrilled to be back at the football club and joining everyone associated with The TRICO Stadium. With the infrastructure, facilities and ambitions, I feel the time is right to step into role, and I am grateful for the opportunity.”

On the link between the senior and development teams, he added: “It’s vital that everyone works together; we have everything in-place to ensure that we aid the progression of young players and transform them into regulars in the first-team squad.

“We want parents, coaches and players to feel part of this football club and be excited when they walk down the hill and see the gates of The TRICO. I am under no illusion that this is a long-term project, but if everyone buys into the dream, then exciting times lie ahead for Redditch United Football Club.”

Chairman, Chris Swan, said: “I am delighted to be able capture the services of Craig. With his calibre and experience, he will be a fantastic addition to the football club – both in the short and long-term future.”

General Manager, David Tittershill, added: “Everyone at Redditch United is working hard behind the scenes to ensure the club provides a clear and direct pathway through the juniors to senior football at the club.

“We are very excited to attract Craig, his experience, knowledge and contacts in the game. He will prove an invaluable asset who can help continue steer our club in the right direction.”