As Jon Walters revealed Stoke City’s plans for a new £12 million training ground facility to local and national media, the word “identity” kept coming up. It was about creating and highlighting the club’s identity in all areas, including building work, transfers, academy coaching, and financial dealings. Since rejoining the team as sporting director, Walters has not stopped stressing the value of ambition, vigour, and a hint of style. It is clear that he wants those attributes to eventually become associated with Stoke. However, he maintains that he will collaborate with chairman John Coates and head coach Steven Schumacher to get there rather than doing it alone.
Walters stated, “We’re constructing that.” I have a notion in my brain, but it’s not the only way to do things. It is a joint effort. The ownership group will provide you with recommendations around what they want to see and do. The head coach and academy, Lee (Darnbrough, head of recruitment), then arrives. Everyone participates in the process, you decide what you want to do, and there is buy-in.
“I am aware of my desires as well as those of John and the owners. It’s a matter of guiding others while soliciting their opinions, and you’re all invested in it. This is not a dictatorship where you are instructed what to do all the time. That doesn’t seem to work. That seems to be the most likely reason why this club has failed in the past. Rather than stating, “Actually, you know, we’re all in this together,” someone enters and attempts to manage and control everything. It has a sense of family about it. You want the club to become a community, and you want everyone to be involved in it. That will be managed and led by me, but there is still some work to be done.
What then is the Stoke City identity, or what ought it to be? Walters’ response included a nod to the initiatives being undertaken at the stadium to enhance the fan experience and engagement, including the installation of a fan zone, the addition of a standing section, the relocation of the away end to allow Stoke fans to line both sides of the tunnel, and the request for suggestions regarding the design of the team uniform. “I think we’ve probably lacked it over the last few years,” Walters remarked. Even if the managers had various playing styles, there was a real strong sense of identity while I was a player here. I’ve always thought that the players, staff, and supporters all had a genuine sense of unity and connection. That was what we had.
It’s difficult to tell why or what’s been lost from the outside, but when I first walked in, I didn’t realise that was there. However, I’ve seen Simon King’s work and what he and his group are doing—they’re genuinely interacting with fans. On that end of things, there has been a significant improvement. All of that is heating up, and a tonne of excellent work is being done there. “It is then my responsibility to take that over to the football side of things and work with the head coach and all departments to create something that the fans will enjoy.” The city is a testament to perseverance, hard labour, and the strength of unity. We require the sensation that this is what We’re back, and you connect that to ensuring that the players represent the supporters by working hard and supporting one another no matter what We’re back, and you connect that to ensuring that the players represent the supporters by working hard and supporting one another no matter what.
You have an identity that you must bring to the field. I am aware of what it is and what our minimal expectations are. You’ve got that with a hint of style. Even if you are the greatest player ever, you will be immediately eliminated if you don’t bring the initial element. With all the excellent work being done behind the scenes, the rest will increase if we can regain that as well as the energy and action on the pitch.”