John Armstrong-Holmes interview: Part three

Last updated : 30 June 2008 By Dane Vincent

NCM: How disappointing is it to see the likes of Les Bradd, Geoff Davey and Steve Cherry leave the club?

JAH: I have been made aware of numerous false accusations that are out there on message boards concerning people leaving the club. So, here's the reality.

Gone: Cherry has left the club...
Steve Cherry's departure has nothing to do with me, but I am well aware that it was his own decision to leave Charlie's coaching staff.

I think it's fairly common knowledge that Geoff Davey has health issues and he's still undergoing treatment so it's perhaps understandable really, but having said that, Geoff will be consulting the board for the next 12 months as and when required. So really it's no different - it's not as if he has left the club.

As a person, Les is a great guy and of course, the club's all-time record goal-scorer, but Les chose to leave, just as he did in the 90s when he crossed the river to join Forest. Contrary to certain people's assertions, it was his decision. He was offered an important role at the club, one that matched his skills and personality but he declined as he felt it was time for another career change.

In football, as in any working environment, change is inevitable. People come and go. All businesses continually restructure to meet its needs. We are doing this at Meadow Lane. Just as Charlie is putting together a new squad on the pitch, we are doing likewise off it. And, contrary to what some people might have you believe, I'll say this. The club's commercial performance over the last few years has been very poor indeed and, it's not all down to results on the pitch either.

NCM: Have we got a kit sponsor yet?

JAH: Yes, it will be announced shortly. We've done something different to what other clubs do, but it will be the best sponsorship deal this football club has ever had, and I think that gives full credit to our Commercial Director, Sally Brealey on such an achievement.

She has been coming in for some grossly unfair stick from some people who hide behind a keyboard and have their own agendas, which are not in the best interests of Notts County. Well, let me tell you this. Sally and her new commercial team are a breath of fresh air at the club. They are the most proactive and positive commercial team this club has had in years.

When she arrived at the club, it's true to say, we didn't have a club/shirt sponsor for next season. Was she to blame that the club was in that position come the end of last season? I think not, others were culpable.

But, as you will find out shortly, we now have in place the best club/shirt sponsorship deal Notts County has ever had. The deal has actually been in place since before the end of May.

NCM: Can you tell us about the kit, a bit of a teaser perhaps?

JAH: It's black and white.

NCM: How did the deal with Vandanel come about?

JAH: We had a number of possibilities and one of the things that one or two people talked about was that we should be having some name like Nike, Adidas, or something like that.

Let me show you something (gets up and fetches a shirt hung up behind the door)... that's Adidas - take it or leave it? Do you like it?

NCM: It's pretty average isn't it...

JAH: Exactly. I told them to get lost. That was the only one that they offered us. It was the only shirt they were willing to do. No input from us - nothing. That's why there's no Adidas.

The problem is that we're a small football club - we're not Manchester United, Chelsea, or anything like that, who can dictate.

We're very happy with the Vandanel partnership at the end of the day - it's a good deal.

NCM: Have more businesses signed up for the 100 Club for the upcoming season?

JAH: We don't have a 100 Club; it's been scrapped because it cost the club money. When you're actually doing any sort of promotion you have to look at the net value to the club. The net value needs to be good to ensure the football club grows. If you've got a net value that is negative, it isn't good is it?

Just as football is results orientated, so are sales. If we are to develop income streams, we have to have a proactive sales force at this football club. We now have a very proactive sales force.

NCM: The pitch is looking good at the minute. Is it doing better than

Green grass of home: The pitch is coming along nicely...
last year?

JAH: We always have a problem at the Derek Pavis side of the pitch because we don't get the sun on it. That's an issue but it's had a lot of work on it and it's getting a lot of loving care, let's put it that way.

Greg and Trevor are doing an incredible job. People like them have not really been appreciated before. They are two of the most important people at this football club - they love this football club, they love that pitch and they do everything they can to get it right.

I talk to Greg just about every day about the pitch. They had a lot of bad luck with it last season and it will be better this year and it will be even better the year after. What happened last year was that we had a lot of rain, so the roots take in the water from the surface, meaning they weren't bedding in. This meant that if they weren't getting down about six inches, divots were being created easily.

So what we actually need is a combination of wet and dry and sun so that the roots are actually seeking water from down below rather than getting it from the surface.

NCM: When will the signage for the newly titled Haydn Green Family Stand be put up?

JAH: It will be up for the start of the season.

NCM: Has the new speaker system been installed yet?

JAH: It will be. We have a brand new one lined up which will be infinitely better. It's a very important thing that it's been addressed.

NCM: How excited are you personally about the youth setup being re-introduced?

JAH: It's wonderful! We now have the coaches for all eight teams in place for next season. We have excellent coaches that Mick Leonard has recruited and everything is being put in place, and shortly we will be able to announce who will be sponsoring the Centre of Excellence.

I was absolutely devastated when that decision was made in 2006, but I can understand making decisions from a financial point of view. It's easy speaking in hindsight but I would have done it differently, let's put it that way.

NCM: Do you think you could have prevented it closing?

JAH: Yes, I believe I could have prevented it.

NCM: How did the Easter trials go?

JAH: Well, we didn't actually have the Easter trials. There's actually an ongoing situation at the moment in regards to the recruitment of players.

We have our open day on July 27, and as part of that, there will be the final trials for the under-15s and under-16s on the pitch. Trials for the other age groups will be taking place on the Friday and Saturday (July 25 and 26).

NCM: Could you tell us more about what is happening on the open day?

JAH: The players will be having a training session in the morning - there's so much going on. Trent FM are going to come down with their truck. We're just finalising all the details at the moment.

Both the home and away kits will also be launched - to buy as well, which will be good.

I'm really excited. The open day needs to be really positive, because we want to attract people down here.

People will be able to see the players as well. It will be a smaller squad than we finished up with last year - a tighter squad with better quality players.

No go: Fenton will not be heading to Meadow Lane...
NCM: There's been a rumour circulating that Nick Fenton will be re-joining the club. Is this true?

JAH: He's not coming to Notts County Football Club - he's not a target.

NCM: Micky Boulding announced that he had spoken to Notts. Are we still hopeful of signing him?

JAH: No comment. We've signed Jamie Forrester, who for 33, his fitness levels are astonishing, and he's going to be a very good acquisition for this football club. He will score goals.

Boulding did it last season, but his pedigree prior to that wasn't too hot was it? Look who made all his goals as well. But, at the end of the day it's a decision for the manager.

At this time of year, players are still contracted to their clubs, and I would think that within the next few days there will be a lot of movement taking place. People drag it out. They have agents, and are speaking to other clubs.

I'll tell you something, when we were at the Chairmen's' Football Conference. Steff Wright, the chairman of Lincoln City asked me a question: 'John is it true that you've offered Jamie Forrester a two-year contract?'

I said: 'No Steff.' He never asked me if we'd offered Jamie Forrester a one-year contract.

What is very interesting is that players have become attracted to Notts County Football Club, what our aspirations are, and where we want to go. They have a strong sense of belief in Ian McParland, Dave Kevan and Tommy Johnson, and what they want to do. They can feel that there's something about to happen. And I believe something is about to happen.

NCM: Last year you hailed Ian McParland as the 'new Jimmy Sirrel'. Do you regret saying that?

JAH: No, not at all. I think Charlie McParland and Dave Kevan, had a baptism of fire last season. They kept this football club in the league. Now they have the opportunity to take this football club forward.

They have the full support of myself and the board. We will do everything we can to make sure this football club moves onwards and upwards.

I believe that they can do something very special. I was around during the days that Jimmy Sirrel arrived at this football club, and we were in a far worse state than we are now.

Things can be achieved. We're talking about two very talented coaches in Ian and Dave. Sometimes you just can't get it out of a player if they haven't got it can you?

We now have a fantastic spine and we and we had the fifth best defensive record in the division last season. I think we'll have the best defence in the league next season.

NCM: A lot of relationships with various authorities were damaged during the club's spell in administration. Are we now at a stage where all of these bridges have been re-built?

JAH: There are no problems with the FA or the Football League. Notts County Football Club is a properly run business. As long as I am chairman of this football club, it will be a properly run business and we'll go about it in a proper businesslike manner.

People say I wear my heart on my sleeve and tell it as it is. They're probably right. I won't give anybody any bullshit; I'll say it exactly as it is and if they don't like it that's tough.

I won't lie to anybody. If people ask me the questions, or I feel I have to say

Casual: Armstrong-Holmes hates ties...
something to somebody, I'll tell them straight.

On match days, you go and ask the fans who talk to me outside when I'm having a fag. I'm not one for swanning around boardrooms. To be quite honest I don't particularly like it, but I have to do it because that's obviously expected of me.

I don't like ties, but I have to wear a tie on match days, but look you see how I'm dressed. This is me, this is who I am. I'm always as concerned as any supporter of this football club.

If I can achieve one thing at this club, it would be to get us out of this league as soon as possible, and if by 2012 for our 150 year anniversary, we are there or even knocking on the door of the Championship, and this club is in a healthy financial state, then I think I would have achieved an enormous amount. Is that possible? Yes, I believe it is.

Notts County Mad would like to thank John Armstrong-Holmes and Tom Loakes for making this interview possible.