FWP: Home Wins For Football Clubs & Their Communities

Football clubs with a true community goal at their heart are benefitting from the sporting skills of a winning team.

FWP, the creative force behind some of the UK’s most innovative sports projects, is working with a growing number of ambitious football clubs of all sizes to develop affordable improvement plans that support their long-term ambitions on and off the pitch.

Its team’s strategic advice and design expertise are helping these clubs boost both their sporting facilities and the matchday experience for fans, as well as delivering value for the communities they are embedded in.

And, with a growing pipeline of projects, the firm has now opened a new office in Birmingham to add to its existing operations in Preston, Manchester and London.

FWP Managing Director David Robinson, says: “Opening an office in Birmingham is the next natural step on our growth journey as we see major opportunities across the Midlands and in the South West.

“We’re already involved in several ongoing sports projects in these areas, and we believe this is an ideal time for FWP to bring its expertise to more clubs and organisations, to help them become more sustainable and strengthen links with their communities.”

FWP has recruited Joe Clarke to head the new Birmingham operation in the role of Development and Project Manager – further strengthening its sporting projects delivery team.

Robinson, says: “Joe brings something very valuable to FWP because he understands football from the inside. He has played the game professionally in non-league and has spent many years around part-time clubs across the Midlands and the North West of England.

“That gives him a real appreciation of the pressures clubs face, from player needs and operational challenges to the expectations of supporters and local communities.”

Clarke’s experience extends beyond football, having spent more than a decade working in his day job in the museum and visitor attraction sector. His CV involves working on The Light and Peace Museum in Abu Dhabi, as well as projects at Tate Modern, The Victoria and Albert Museum, The Box museum in Plymouth and RHS Garden Wisley.

Robinson, adds: “What sets Joe apart is not just his understanding of visitor environments, but his experience in delivering them.

“He has worked on complex projects, coordinating and managing specialist contractors and turning creative ideas into practical, buildable solutions. That ability to take a concept and deliver it is hugely valuable as we help clubs develop stadiums that are both imaginative and commercially effective.”

FWP believes the crossover between football and visitor experience is becoming increasingly important as clubs look to maximise the use of their facilities.

Robinson, says: “The demand for stadiums to operate 365 days a year has never been greater. Clubs are looking at how their venues can generate income and engagement beyond matchdays, and Joe’s background strengthens our ability to support that.”

FWP has built its national reputation through innovation in design and by creating sustainable stadiums that generate much-needed 365 days a year income streams, something which is vital for smaller sporting organisations.

Its strategic advice and design expertise, as well as the ability to work to budgets, also proves crucial when clubs have limited resources for their plans. As a result, the architecture, design and master-planning practice has built up wide-ranging experience delivering successful projects for smaller clubs in the football pyramid, as well as delivering major projects for household names.

Robinson, continues: “All clubs are at the heart of their communities. Designing facilities that reflect that and provide value beyond football is critical to their long-term sustainability.”

Founded in Preston in 1960, FWP’s work has benefitted a host of up-and-coming clubs, including ambitious non-league sides such as AFC Fylde, Hastings United and FC United of Manchester.

Its current portfolio of work includes the delivery of a new community football stadium in Leamington Spa and the creation of a sports, leisure and community centre in Blackbridge, Gloucester.

It is also working on a sports project in Nuneaton. Higher up the football pyramid, FWP spearheaded the acclaimed regeneration of Championship football club Preston North End’s Deepdale home and designed and delivered EFL club Fleetwood Town’s Highbury Stadium.

Its team also drew up the masterplan for the long-term development of Peterborough United’s London Road stadium. The Deepdale revamp included income-generating and community facilities such as a major NHS centre, fitness centre, the original National Football Museum and educational and conferencing facilities.

Robinson, says: “We’re not just designing stadiums. We’re looking at how environments can support performance. By understanding the day-to-day use of facilities, we can help clubs create spaces that drive focus, professionalism and marginal gains.”

That is a theme picked up by Joe, whose footballing career includes spells at Darlington, Solihull Moors and Wrexham, where he was an FA Trophy winner.

He says: “Whether it’s a supporter walking into a stadium or a player stepping into a training ground, the environment should immediately connect them to the identity of the club. I’m particularly interested in how we can subtly embed that ethos into facilities, so it becomes part of the daily experience.”

His grounding in non-league football also means he recognises FWP’s approach to projects and the emphasis the practice puts on the role clubs play in their communities, as well as the financial constraints they operate within.

He adds: “Having been involved at clubs where resources are tight, I understand that not everything can be delivered in one go.

“What’s important is identifying what a club and its community genuinely need, then building a plan that can evolve over time. That might mean permanent solutions in some areas and more flexible approaches in others, but always with a clear long-term vision.”

FWP is also actively responding to the rapid growth of the women’s game, incorporating Women’s Super League (WSL) guidance into its designs to ensure inclusive, high performing environments.

Clarke, says: “The work we’re doing around WSL guidance is important. It’s about creating environments where everyone feels welcome, safe and valued, because that directly impacts performance and participation.

“These projects aren’t just about upgrading facilities, they’re about investing in people, players, staff and communities and making sure we’re creating spaces that support the future of the game at every level.”

FWP’s current portfolio of work includes a new community stadium in Cumbria. The Cumberland Sports Village (CSV) project is looking to deliver a modern home for Workington’s football and rugby league clubs.

It will be a focal point for the community and businesses in the area, with the ability to host meetings, conferences, functions, events and other activities. A planning application is set to be considered soon.

The new stadium will be shared by Workington Town RLFC and Workington AFC, who are known as Workington Reds. They continue to be closely involved in the project. Once again, the project aims to be sustainable environmentally, socially and economically.

The design will allow for flexible-use and functionality, with options to use spaces such as the hospitality areas for health and community activities.

It will also deliver a stadium that is energy efficient, utilising long-lasting and renewable materials wherever practical and incorporating green technologies which reduce the consumption of energy, water and non-renewable resources.

For more details about FWP, its services and its projects, please visit: www.fwpgroup.co.uk