Dewi Williams - Football Association of Wales - Club Developer
Dewi Williams is a passionate advocate for grassroots football in North Wales, dedicated to improving sustainability, inclusivity, and facilities across the game. As a Club Developer for the Football Association of Wales, Dewi supports clubs across four counties, helping them become more financially and environmentally sustainable, more community-focused, and more welcoming to underrepresented groups. Central to his role is driving the development of fit-for-purpose facilities that serve both players and volunteers, ensuring that football remains accessible and enjoyable for all.
Alongside his professional work, Dewi is deeply rooted in his local club, Llanfairfechan Town FC, where he volunteers as a groundskeeper and chairs both the senior and junior sections. Having played for the club as a child, his lifelong connection has evolved into over four years of volunteer service. This hands-on experience gives Dewi unique insight into the challenges faced by volunteers in grassroots football, particularly around pitch maintenance and facility development.
Over the past two years, Dewi has also played a key role in raising standards of grounds management across North Wales, working in close partnership with the Grounds Management Association (GMA), Cymru Football Foundation, and Sport Wales. Recognising that Wales is rich in football participation but poor in facilities, he has championed a cultural shift in how clubs approach grounds management. His work has enabled more than 25 clubs to acquire essential maintenance machinery, often worth £30,000 to £40,000, through a combination of grants and match-funding initiatives, while also encouraging clubs to upskill volunteers via the GMA’s education platform.
This practical support, combined with his advocacy for professional pitch renovations, is driving meaningful change. Historically, clubs relied on simply cutting the grass, resulting in unplayable pitches through winter waterlogging and summer drought. By raising awareness, securing funding, and embedding better practices, Dewi is helping clubs deliver higher quality, more resilient playing surfaces, reducing cancellations and increasing participation opportunities.
Looking ahead, Dewi is committed to building a strong culture of grounds management within Welsh grassroots football. He is currently supporting initiatives that will connect volunteer grounds staff with professional club environments, offering GMA-trained volunteers the chance to gain experience at clubs such as Wrexham and Swansea. His vision is clear: to empower grassroots clubs with the tools, knowledge, and support they need to thrive, on and off the pitch, and to ensure that football remains a sustainable, inclusive, and community-driven sport across North Wales.
Dewi has been a driving force in supporting local clubs with access to essential grounds maintenance training, resources, and equipment. His passion for grassroots sport is matched only by his commitment to ensuring that every club, regardless of size or funding, has the tools and knowledge needed to maintain safe, high-quality playing surfaces. Through tireless outreach and collaboration, Dewi has built strong relationships with a wide range of community stakeholders, from club volunteers and coaches to local authorities and national bodies. His work has not only improved the physical quality of pitches but has also empowered volunteers with the confidence and expertise to carry out essential maintenance independently. In doing so, he has helped create more sustainable and resilient football environments that benefit players of all ages and abilities. What truly sets Dewi apart is his ability to combine technical knowledge with a genuine understanding of the challenges facing grassroots sport. He brings humility, leadership, and an unwavering focus on impact to every project he undertakes. His contribution has made a tangible difference to countless clubs and communities, and I can think of no one more deserving of recognition through the GMA’s 35 under 35 initiative."
Allan James, Facility Investment Manager - Cymru Football Foundation
