Meet Our New Kites Head Coach, Sam Bowers
Reading Kites’ new head coach, Sam Bowers, talks to Luan Ferguson about his lifelong connection with Reading Rugby Club, his coaching journey and his ambitions for the women’s game at Holme Park.
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Tell us a little about your background in rugby.
I started playing at Reading when I was four and progressed through every age group before making my first-team debut at 17. I then spent the next ten years playing across the men’s teams before knee injuries brought my playing career to an end last season.
I began coaching the under-12 boys more than ten years ago, before joining the under-15 girls the following season. That was where my passion for women’s and girls’ rugby really began. Since then, I have coached at county level with the under-16s, under-18s and the senior women’s team.
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What attracted you to Reading?
Reading is the only club I have ever played for and it was like a second home to me growing up. The club has changed over the years, as all clubs do, but it will always be the place where I grew up in rugby.
Coaching the Kites allows me to remain closely connected to the club now that I am no longer playing.
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What is your vision for the team?
The Kites have an opportunity to create something very special, not only within the county but across the region.
Success is about more than results. We want to increase player numbers, work towards establishing a second team playing competitive rugby and push towards Championship-level rugby. Just as importantly, we want to retain the excellent team spirit built last season. The squad is growing and we are welcoming new players at almost every session.
What kind of rugby would you like the Kites to play?
I want the Kites to be viewed as a genuine threat by every team in the league. Whether sides come to Reading or we travel to them, they should know they are going to face a difficult game.
We want to create an attacking culture and play an exciting brand of rugby. We have a strong, young squad capable of doing that and of giving supporters an enjoyable 80 minutes, whatever the final score. We will play to our strengths while introducing new ideas that can take the team forward.
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Will every player have an opportunity to impress you?
Absolutely. Every training session and every match gives players an opportunity to earn or retain their place.
I encourage players to play heads-up rugby and try something when they see an opportunity. It may not always work, but I want them to have the confidence to express themselves.
Selection will be difficult because we have a large squad and only 22 places available each week. Every player has the opportunity to impress the entire coaching team and earn a place in that matchday squad.
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What standards will you expect?
Our standards are based around the RFU’s TREDS principles, with our own interpretation added to them.
At the beginning of pre-season, I spoke to the squad about what I expect from them and what they should expect from me as their coach. Together, we agreed the standards that will help us become a better team and make the environment as positive as possible.
There has been strong buy-in from everyone, and that is helping us build an excellent team culture.
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Are you a process-driven coach or someone who prefers to work through instinct and flow?
I am naturally structured and organised, but I also want players to express themselves, and that will be reflected in my coaching.
Pre-season allowed us to establish strong routines. As the season progresses, our sessions will retain that structure while adapting to what we see in matches. We will address any problems, learn from our mistakes and make sure we continue improving each week.
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Finally, what can supporters expect from the Kites this season?
Firstly, a huge thank you in advance for the support. It grew throughout last season and means a great deal to the team. It is fantastic to see the women’s community game being supported—and we would love the regulars to come up with a Kites chant to add even more atmosphere on the touchline.
It will be a tough season with the usual highs and lows, but this squad has the potential to cause some upsets. We will challenge every team for the full 80 minutes and bring the fight and never-say-die attitude that have become such important parts of this group.
Supporters can expect moments of pure joy, some fiercely contested matches and, occasionally, 80 minutes spent gripping our brand-new fences as tightly as possible.