As Youth Development Week continues, we gain insight into the role of an integral staff member in our Academy.
U21 coach Matthew Bloxham has been at the Club since 2007 and has worked with a range of talented players and played a huge part in their journey, with many going on to shine in a First Team environment.
Reflecting on his early years at the Bluebirds, Matthew began: “I began my journey in the Community Department, running what we used to call the Advanced Development Centres. They were an important part of the Academy pathway but still rooted in the community, and at the same time I was working on school projects across Cardiff.
“Those early years were invaluable for me as a young coach. They gave me a grounding not just in the technical side of coaching, but in people – how to adapt, how to communicate, and how to make the best of whatever environment you’re in.
I still remember trying to run a session with 20 kids in a cramped school hall, Christmas decorations everywhere, and barely enough space to move. You had to think on your feet, adjust, and still make sure the players got something out of it. That kind of experience stays with you.
“Working in the development centres also gave me the chance to observe and learn from Academy coaches. Watching people like Geraint Twose, Mark Neville, and Neal Ardley, who were real role models at the time, helped shape my own coaching philosophy. Those experiences laid the foundations for everything I’ve gone on to do within the Academy.”
As Bloxham transitioned into a coaching role in the Academy, he continued to work with talented young players, but also gained first-hand education from highly-skilled coaches.
“I was really fortunate to work with some outstanding coaches in our Academy who have gone on to do excellent things all levels of the game," he continued. "My first job was to be Geraint Twose’s assistant working with the U12s to the U16s. Then, I became an individual coach from the U12s up to the U21s.
"I was working Dick Bate and James Rowberry, amongst others and it allowed me to work across different age groups and see how different first team managers worked.
"Working with Craig Bellamy during my time with the U18s was a transformative experience. You only have to look at the positive impact he’s now having on Welsh football to appreciate the standards and intensity he brought to the role.
"Together, we won the U18 league with players like Isaak Davies, Joel Bagan and Rubin Colwill – a group who have since gone on to make their mark at senior level. It was a fantastic achievement, but more importantly, it was a period where I learned an enormous amount that continues to shape my coaching today."
At First Team level this season, City have had a huge involvement from Academy graduates, whose journeys through the Academy were supported by Bloxham among others.
With the likes of Rubin Colwill, Isaak Davies and Cian Ashford regularly finding the net, it has also been a breakout campaign so far for defenders Dylan Lawlor and Ronan Kpakio.
Bloxham added: “The most pleasing thing for a coach in the Academy is seeing talented individuals being given an opportunity and that chance never comes easy.
"No matter how well we think they’re going to do, they have to perform and audition for their spot. We always have a feeling of how we predict they’ll do and this group of young players are really talented.
"They’ve shown their ability over the last ten years on multiple occasions and now, it’s amazing for us to see them be successful within the senior game. That being said, we still think their best football is ahead of them."
While a young player's route to the First Team includes an influence from a range of coaches at different age groups, there is also a huge impact made by non-football staff in the Academy, from education to player care.
“It’s a real credit to the players, their families, and every member of staff at the Academy. What people see now is the end product, but this isn’t something that happens overnight – it’s the result of a journey that often stretches back a decade or more. Everyone involved plays a crucial role in that process.
“When a player first comes to us at eight years old, they spend a significant part of their childhood here. That means they’re not only influenced by the football coaches, but by the wider Academy staff who support them day in, day out. It’s a collective effort to make sure they are looked after both on and off the pitch.
“We take great pride in creating an environment that is about more than just football. Education, personal development, and emotional support are just as important as technical ability. Our role is to prepare them for the highs and lows that come with this journey.
"We want to develop people and make sure that they go on to be successful. We aim to make sure that we give them the attributes and the characteristics that means that whatever they do going forward, whether it’s a career in football or life after the sport, we have done everything to grow them as good human beings that everyone associated in their lives can be proud of."
With Academy graduates performing at First Team level, the work of Academy coaches and staff over a number of years in evident, but looking ahead, Bloxham is confident of adding further success.
“What an exciting time it is to be at the Club," he continued. "All these young players are being given an opportunity and as an Academy, there is nothing greater than having a manager and First Team coaches that put trust in young players.
“For years, we’ve worked to create the right environment for players to succeed. Now, with the door open, they’re gaining the exposure and confidence to express themselves at a higher level. Knowing that strong performances can lead directly to First Team selection is a huge motivator, and it drives our players to keep raising their standards.
“Cardiff City has a proud tradition of producing talented young players, and that continues today. This current group are not only making their mark, but also setting the bar for the next generation coming through. We understand the expectations that come with wearing this shirt, and while our young players have big shoes to fill, we’re confident that over the next few years we’ll keep producing players capable of making an impact in the First Team."