James Watts, the new managing director of Cheltenham Town, is setting his sights higher than just improving results on the pitch. With a clear vision to make the club “bigger than it has ever been,” Watts aims to transform Cheltenham Town into a thriving community hub and a commercially robust football club.
Watts believes Whaddon Road should evolve beyond a matchday venue, turning into a dynamic facility generating income throughout the week. Drawing from his extensive experience at Newport County, Hereford FC, and recently as Swindon Town’s chief commercial officer, the 48-year-old Welshman is determined to drive the club’s off-field growth to complement the progress manager Steve Cotterill is making on it.
“I wanted a role where I could make key decisions, and Cheltenham, with its fresh momentum under Steve and Mike Garlick, was the perfect fit,” Watts explains. His aim is to build a sustainable club capable not only of earning promotion back to League One but also of maintaining that status sustainably.
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Watts stresses the importance of matching on-field ambition with off-field commercial strength. “Historically, the fans understand how tough League One is. To compete there, with higher wages and investment, we must be commercially and operationally prepared—there’s no reason we can’t get there,” he says.
The club has already started making tangible improvements. Whaddon Road’s main bar has been converted into a hospitality suite ahead of the 2026/27 season, with new seating added to the main stand and plans to reintroduce a matchday programme soon. These are part of carefully crafted 12, 24, and 36-month plans designed to steadily elevate the club’s profile and operations.
Watts draws inspiration from models like Wrexham, emphasizing a solid commercial foundation. “We aren’t the next Wrexham, but their vision shows what can be built over time with the right approach.”
Looking beyond football, Watts envisions Whaddon Road as more than just a stadium. Ideas include summer concerts, Oktoberfest, Christmas fairs, Santa’s Grotto, and increased venue hire for events like weddings and conferences — all intended to increase non-matchday revenue. His goal is ambitious: to grow from 28 revenue-generating days a year to 40.
The club’s backroom team is expanding as well, with new commercial, media, and marketing staff brought in to support these initiatives. Watts fosters a culture of personal growth and high performance, encouraging staff to develop professionally while driving Cheltenham’s progress.
Armed with an MBA and a background in Business Information Systems, Watts brings a business-savvy approach to his newly created role. He combines his experience with a willingness to learn from owner Mike Garlick, who brings Premier League ownership insights.
Fan engagement is another priority. Last season’s average attendance was just under 4,000, and Watts sees substantial potential for growth. Initiatives aimed at young fans—such as school visits, soccer camps, ticket offers, and mascots—will be expanded. Additionally, targeting national commercial partners will help increase crowds and strengthen the club’s financial base.
Watts is confident that on-field success under Cotterill will fuel higher attendances, family-friendly atmospheres, and increased commercial opportunities. “If fans enjoy what they see, we can add elements that create a vibrant, sustainable football club.”
Before his football career, Watts led a successful life in music as Wales’ top hardcore MC, performing thousands of gigs worldwide. While music remains a cherished hobby, football is now his passion and career. He credits his musical background with helping maintain his mental health and build useful contacts and skills.
With a clear plan and relentless drive, James Watts is committed to making Cheltenham Town not just bigger but stronger and more sustainable than ever before.