Plymouth Albion is pleased to announce the appointment of James Greenacre as Chief Executive Officer, with Max Venables moving into the role of Executive Chairman, as the club builds on a period of significant progress both on and off the pitch.
The appointments mark another important step in Albion’s long-term development, reflecting the growth of the organisation, its expanding commercial operations and the ambition to establish a strong, sustainable future for one of Plymouth’s most historic sporting institutions.
Since joining Albion as Commercial Director in January 2025, James has played an important role in strengthening the club’s commercial operation, developing relationships across the business community and supporting the wider team in creating new opportunities at Brickfields.
His appointment as CEO recognises that contribution and will see him take responsibility for the club’s day-to-day operations, working alongside the senior management team to continue developing Albion’s commercial, operational and community activities.
Max, who has overseen a significant period of change as Managing Director, will move into the role of Executive Chairman. His new position will allow him to dedicate greater time to the rugby side of the club, alongside its long-term strategic direction and ambitions on the pitch.
Together, the appointments provide a strengthened leadership structure as Albion looks to build on the progress made over the past two seasons.
BUILDING ON STRONG FOUNDATIONS
James arrived at Brickfields with considerable experience across sport, business and the wider Plymouth community.
His 18-year career at Plymouth Argyle saw him progress to Head of Commercial, a position he held for 11 years, during which the football club achieved record-breaking revenue growth.
He subsequently joined Theatre Royal Plymouth as Director of External Affairs, leading its customer engagement strategy, while also serving as a Non-Executive Director at Devon County Football Association and Devon Chamber of Commerce.
That combination of sporting, commercial and community experience made him a natural fit for Albion at an important stage in the club’s development.
Since his arrival, Albion has continued to invest in the team behind the team, strengthening its commercial operations, marketing, partnerships and matchday offering.
The club has developed an increasingly diverse commercial network, bringing together established partners and new businesses from across Plymouth, Devon and the wider South West.
This growth has been about more than increasing commercial income.
It has helped Albion invest in its rugby operations, improve the experience for supporters and create opportunities for businesses to become part of the club’s journey.
The continued development of the club’s business network has also strengthened Albion’s connections with the regional business community, creating relationships that extend beyond matchdays.
THE GROWTH BEHIND THE GAME
The progress made across the organisation is reflected in the club’s latest commercial figures, demonstrating the collective efforts of Albion’s staff, volunteers, partners and wider community.
Average attendances at Brickfields increased from 1,385 during the 2024/25 season to 2,232 in 2025/26, representing a significant rise in the number of supporters attending home fixtures.
That growth reflects the increasing appetite for rugby at Brickfields and the work undertaken to develop the wider matchday experience.
The club has continued to invest in its hospitality offering, food and drink facilities and opportunities for supporters and businesses to engage with Albion.
The development of Brickfields has also created opportunities beyond rugby.
The venue now welcomes more than 50,000 visitors annually across matchdays, concerts, corporate events and private functions, reflecting its growing role as a destination within Plymouth.
Albion’s community activity has expanded considerably too, with more than 400 charities supported since the start of the 2025/26 season through ticketing and community partnerships.
Together, these figures highlight the scale of Albion’s development and the contribution of the team working behind the scenes to create a stronger, more connected club.
PROGRESS ON THE PITCH
The work taking place away from the field has been accompanied by significant progress on it.
Under Head Coach Ryan Lamb, Albion enjoyed an impressive 2025/26 National 1 campaign, finishing third behind champions Rotherham Titans and Blackheath.
Albion recorded 20 victories from 26 league matches, scored 1,000 points and put together an 11-match unbeaten run, remaining firmly involved in the promotion conversation throughout the season.
Their third-place finish secured a place in the promotion play-offs, where the campaign ultimately came to an end against Blackheath.
Rather than viewing that conclusion as a setback, the club has used the experience as a platform for further development.
The summer brought significant additions to the playing squad, with players arriving from Premiership, Championship and French professional rugby backgrounds, adding further experience and competition across the group.
That investment has been reflected in Albion’s strong start to the 2026/27 National 1 campaign, with three victories from their opening three matches, including an impressive opening-day win away at Rosslyn Park and a convincing home victory against Sheffield.
The ambition remains to build a squad capable of competing consistently towards the top of the division, supported by an organisation that continues to develop alongside it.
Max’s move to Executive Chairman will allow him to place greater emphasis on the rugby operation, working closely with the coaching team and wider leadership group to support the club’s long-term sporting ambitions.
MORE THAN A RUGBY CLUB
Another important part of Albion’s recent development has been the continued evolution of Brickfields.
The club has worked to create a venue that serves not only rugby supporters but also the wider Plymouth community, businesses and visitors.
Improvements to the matchday experience, investment in hospitality and the development of new commercial opportunities have helped make Brickfields an increasingly attractive destination.
The growing appetite for rugby was reflected in the club’s pre-season fixture against Cornish Pirates, which attracted nearly 2,000 supporters, while the opening home league fixture against Sheffield demonstrated the continued enthusiasm surrounding the team.
Beyond rugby, Ruckus Festival has become an important part of the club’s wider events programme.
The festival returned for its second year in 2026, welcoming thousands of people to Brickfields for two days of live music, food and entertainment.
Working with local businesses, suppliers and entertainment partners, Albion has developed Ruckus into an event that supports the local economy while introducing new audiences to the venue.
Plans are already underway for Ruckus 2027, with the club continuing to invest in its future and its role within Plymouth’s summer events calendar.
The club has also placed renewed emphasis on its relationship with supporters.
Through Albion’s Biggest Team Talk, delivered in conjunction with club partner Fuel, hundreds of supporters, players, partners, volunteers and members of the wider community were invited to share their views on the club’s direction.
Fuel played an important role in bringing the initiative to life, helping to organise supporter forums, engage with individuals across the club and provide an independent voice throughout the process.
The feedback has helped inform Albion’s priorities, ensuring that supporters remain central to the club’s development.
Alongside this, the club has expanded its digital offering through the Plymouth Albion Podcast, exclusive behind-the-scenes YouTube series Beyond the Tryline, match highlights and increased social media coverage.
Together, these initiatives reflect an organisation working to strengthen its connection with Plymouth, grow its audience and create a more sustainable future.
A NEW CHAPTER FOR ALBION
For James, the move to Chief Executive Officer represents an opportunity to build on the foundations established since his arrival in January 2025.
James Greenacre said: “Since joining Albion, I’ve seen first-hand the amount of work going on behind the scenes and the dedication of the people who are driving this club forward.
“We’ve made significant progress, but what’s particularly encouraging is that we’re building something with strong foundations. The commercial growth, the relationships we’ve developed across the city, the improvements at Brickfields and the performances on the pitch are all connected.
“I’m incredibly proud to take on the role of Chief Executive Officer and grateful to the Board for the opportunity.
“We have an ambitious and talented team here, and I want to recognise the contribution of everyone involved, from our staff and volunteers to our players, coaches, supporters and commercial partners.
“There is still plenty of work ahead of us, but I believe we’re in a strong position to continue moving forward.
“My focus will be on ensuring we keep developing the club in the right way, creating opportunities for our partners, strengthening our connection with the community and supporting our ambitions on the pitch.”
A STRENGTHENED LEADERSHIP TEAM
The new structure will see James lead Albion’s day-to-day operations, overseeing the club’s commercial activities, business development and wider operational strategy.
Max’s transition to Executive Chairman will allow him to focus more closely on the club’s long-term direction, with an increased emphasis on rugby and supporting Albion’s ambitions on the pitch.
The restructure will allow both to concentrate on their respective areas while continuing to work closely with the Board, coaching staff and wider management team.
Importantly, it reflects the club’s continued commitment to investing in its people and ensuring that the organisation has the right structure in place to support its development.
The progress made over the past two seasons has been a collective effort, involving staff across the rugby, commercial, operations, marketing and events departments, alongside the club’s volunteers, supporters and partners.
Their work has helped Albion develop its position within Plymouth and create an increasingly strong foundation for the future.
THE NEXT STEP IN ALBION’S JOURNEY
The appointments of James Greenacre and Max Venables reflect the continued evolution of Plymouth Albion and the club’s commitment to building a strong organisation capable of supporting its ambitions.
With an established rugby operation, a growing commercial network, an expanding events programme and an increasingly engaged supporter community, Albion is continuing to develop its position within Plymouth and the wider South West.
The focus now is on maintaining that progress, investing in the right areas and ensuring that success on the pitch is supported by a sustainable and ambitious club off it.
A strengthened leadership team. A growing club. And a clear vision for the future of Plymouth Albion.
