As the sun prepares to rise on another season at Visit Worcestershire New Road, you’d be forgiven for thinking the winter months offer a quieter chapter in the life of a cricket club. But for CEO Ashley Giles and his team, the so-called “off-season” has been anything but restful. In fact, it’s been a period of immense challenge, tireless work, and, perhaps most excitingly, transformative progress.
“It surprises people, but the winter is often more intense than the season itself,” Giles reflects. “While many imagine the club closes its doors when the final ball is bowled in September, in truth, that’s when the hard work really begins.”
Now, as Worcestershire County Cricket Club stands on the cusp of its 2025 campaign, Giles shares a candid and compelling insight into a winter that’s seen change, innovation and ambition converge to shape what promises to be a landmark season.
From boardroom strategy to grassroots community initiatives, the breadth of activity behind the scenes at Visit Worcestershire New Road has been staggering.
“This winter has been dominated by two things,” Giles explains. “One is the pressing issue of Visit Worcestershire New Road’s long-term sustainability, we’re working closely with the local authority, the Environment Agency, and other stakeholders to ensure the future of cricket on this iconic ground. The second has been the sale of The Hundred, which marks a historic moment for English cricket.”
The private investment into the sport, Giles believes, could be “transformational.” Though cautious while contracts are still being finalised, he’s confident the outcome will unlock unprecedented financial security for counties like Worcestershire, paving the way for long-term growth.
Yet amidst these seismic developments, Giles is most proud of something more personal.
“It’s our people,” he says, without hesitation. “Across the board, from the commercial team to our ground staff to the cricket department, we’ve got a resilient, passionate group who care deeply about this club. That culture, that spirit… it’s what sets us apart.”
Change, of course, can often run the risk of alienating the traditional core of a historic county club. But under Giles’ stewardship, Worcestershire has struck a careful balance, embracing innovation while staying true to its heritage.
“We talk constantly about delivering a great experience for everyone,” he says. “Members, partners, one-time visitors, players, staff, everyone who interacts with this club should feel something special.”
That commitment has led to significant investment this winter in hospitality, matchday experiences and non-cricket events. Whether through music concerts, corporate functions or enhanced catering options, the club is evolving to meet the expectations of a modern audience.
“It’s about punching above our weight,” Giles says. “We may be seen as a smaller first-class county, but we’re showing that innovation and ambition can bridge the financial gap.”
Nowhere is that more evident than in the club’s commercial growth. In less than two years, the club has redefined what sponsorship and partnerships mean—moving from transactional deals to tailored, strategic relationships that deliver value on both sides.
“Our partners don’t just slap their logo on a board,” Giles explains. “They’re part of our story. They’re part of our community. And that’s why they stay.”
Community remains at the very heart of Worcestershire’s identity. That isn’t just a platitude, it’s backed up by action.
From the weekly soup kitchen hosted at Visit Worcestershire New Road, to a fabled pathway and academy for both boys and girls, the club has embraced its civic responsibility. The newly established Tier 2 status for the Women’s Rapids adds another layer of opportunity and ambition.
“We’re under no illusions,” Giles says. “Tier 2 isn’t professional cricket, not yet. But it gives our players a chance to work in far more professional environments. It’s a platform. And more importantly, it’s a signal to women and girls across the county that there’s a pathway in cricket for them.”
The club has even established a full-time Head of Women’s and Girls’ Cricket, a first for Worcestershire.
“It’s another department, another set of challenges,” Giles says with a smile. “But it’s absolutely the right move, and I’m excited to see where it leads.”
While off-field activity has dominated the winter months, Giles is clearly ready to return to the rhythm and romance of matchdays.
“I can’t wait for that first ball to be bowled,” he says, eyes lighting up. “The whole place just comes alive again. You feel the buzz, the atmosphere, the anticipation.”
From a cricketing perspective, 2025 offers a shot at history. Worcestershire have never retained their place in Division One for two consecutive seasons, but that’s the goal.
“It might not sound glamorous,” Giles admits, “but in the current climate, with the financial disparities between the ‘haves’ and ‘have nots’, survival in Division One is a monumental achievement.”
Yet beyond that, there’s a deeper, cultural ambition.
“We can’t outspend the big counties. But we can out-culture them. We’ve got a strong group of players, brilliant coaches, and a club environment that’s genuinely enjoyable. That goes a long way.”
In white-ball cricket, the message is clear: entertain.
“Our T20 campaign last year was disappointing. We want to see more excitement, more attacking cricket. We want people to love what they’re watching, even if we don’t win every time.”
As he looks ahead, Giles’ message to the club’s members and supporters is simple, but sincere.
“Thank you,” he says. “Our members, our fans, our partners, they are the beating heart of this club. And while we’re constantly looking ahead, trying to secure a sustainable, successful future, we never forget that everything we do is for them.”
Asked to sum up the mindset inside the club heading into the season in just three words, Giles doesn’t hesitate.
“Resilience. Fun. Excited.”
As opening day nears, that trio of words might just capture the mood across the county: a club built on perseverance, buzzing with optimism, and ready to write the next chapter in its proud, evolving story.
First ball. Fresh hope. Let the season begin.
