James Watts, the newly appointed managing director of Cheltenham Town, has a vision that reaches well beyond winning matches. His goal: to make the club bigger than it has ever been, both on and off the pitch.
Watts aims to transform Whaddon Road into a bustling hub that generates revenue all week long, rather than relying solely on matchdays. He believes that steady commercial growth is essential for manager Steve Cotterill to build and maintain a team ready for promotion back to League One.
Bringing experience from Newport County, Hereford FC, and his recent role as Swindon Town’s chief commercial officer, the 48-year-old Welshman chose Cheltenham for the opportunity to play a key role in a club with renewed momentum. With Cotterill and owner Mike Garlick revitalizing the club over the past year, Watts is eager to help steer its growth.
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“I wanted to be hands-on with day-to-day operations,” Watts explains. “Cheltenham fits perfectly within my existing network of contacts and people I respect in the football community.”
Watts’ primary focus is revenue generation and aligning off-field operations with the club’s on-field ambitions. While cautious about moving too fast, he is confident in the club’s potential to achieve promotion within 18 to 24 months.
“If we get promoted, sustainability in League One is crucial,” he stresses. “Many clubs struggle after going up, but with the right commercial and operational structures, Cheltenham can avoid that pitfall.”
The club is already making physical improvements, such as converting the main bar into a hospitality suite for the 2026/27 season and adding new seating to the main stand. Plans are underway to bring back the matchday programme, which has been absent for two seasons except during the FA Cup tie against Leicester City.
Watts draws inspiration from successful models like Wrexham, emphasizing the importance of a strong commercial foundation over quick fixes. “It’s a gradual process—12, 24, 36-month plans—that build the club’s future step by step.”
He wants Whaddon Road to be more than a football stadium—a venue for concerts, fairs, corporate events, and community gatherings. “We’re aiming for 40 revenue-generating days per year instead of just 28,” he says, highlighting opportunities like summer concerts, Oktoberfest, Christmas fairs, and even private events such as weddings and wakes.
To support this vision, the club has strengthened its backroom team with new hires in commercial, media, and marketing roles, blending experience with fresh energy. Watts aims to foster a culture where staff are motivated to grow professionally while driving the club forward.
Holding an MBA from the University of Wales and a degree in Business Information Systems, Watts brings a well-rounded background to the role. He acknowledges the value of owner Mike Garlick’s Premier League experience and looks forward to learning and growing under his guidance.
Average attendance last season was just under 4,000, but Watts believes this number will grow as excitement builds around the team’s progress. He plans to engage younger fans through community programs, soccer camps, and ticket initiatives, while also expanding the club’s commercial reach to attract national sponsors.
“As long as Steve Cotterill keeps winning games, our commercial efforts have to be top-notch,” Watts says. “A lively, family-friendly atmosphere complemented by strong commercial support will elevate Cheltenham Town to the next level.”
Before his football career, Watts was a successful hardcore MC in Wales, performing over 2,500 gigs worldwide. While music remains a personal passion and a mental health outlet, football is now his full-time career, and he is committed to making a lasting impact at Cheltenham Town.