If you’d like to know why the header image of this column is the picture of a corner flag at Mill Farm that gets wheeled out every time the club wants to make a statement, it’s a fairly accurate representation of AFC Fylde’s season in a nutshell.

Given the investment, recruitment, ambition and facilities, AFC Fylde should today be still celebrating automatic promotion and gearing up for another crack at breaking into the EFL as part of the National League next season. Instead, the Coasters are a club firmly stationed on the outside looking in as Gateshead and York City are the two sides in the ascendency.

As much as I don’t want to touch on off-field matters in this season review, it’s inevitable. For a better summary, take a look at Dan Clough’s superb writing here. Since his column was penned, it appears that Chief Operating Officer David Bottomley has now left his position at the club and sparked another job advert controversy, while the Fylde’s Women’s team became embroiled in controversy as they were accused of effectively trespassing on Aspinall Juniors pitch for a training session.

Fylde had a chip on their shoulder even more pronounced than usually the case following 2020/21’s results being expunged with the club well-placed for promotion in second behind Gloucester City as the season began. Recruitment was a very mixed bag of experience (Stephen Dobbie, Luke Joyce), youth (Nathan Shaw, Joe Piggott & Bobby Jones) and loan signings (Dan Pike, Jamie Stott and Ethan Walker). There was no common theme in terms of position, an overhaul of squad depth and options.

The season started extremely well, going nine games unbeaten with seven wins as part of that stint under popular manager Jim Bentley but an injury to striker Joe Piggott changed the fortunes of the Coasters. A hip injury ended his season in November after he had scored six goals in twelve fixtures. At that stage Fylde has recorded eleven wins, two losses and three draws. In the next twelve games, Bentley’s side would return four wins, six losses and two draws causing Chairman David Haythornthwaite to pull the trigger.

I can only surmise that the Chairman was increasingly worried that the club were slipping behind promotion rivals in National League North. Gateshead had come to the fore with seven victories in succession during November and December, Brackley were consistently at the summit and Kidderminster had overcome an average start to win ten games in 13.

Bentley was desperately unlucky with injuries suffered by his players. Piggott, Dan Pike, Luke Burke, Stephen Dobbie, Nathan Shaw and influential captain Alex Whitmore spent significant spells in the treatment room. Veteran goalkeeper Chris Neal and experienced vice-captain Danny Philliskirk had been out of the side at various stages for personal reasons. As he left the club, Bentley had just secured the signing of former Blackpool striker Mark Cullen. He ruptured his ACL during his fourth appearance for the Coasters and was ruled out for the remainder of the season.

After a win over Bradford Park Avenue with Bentley’s assistant Nick Chadwick at the helm in the game Cullen suffered his injury, James Rowe arrived at Mill Farm having departed Chesterfield after an initial suspension period before the split was made via mutual agreement. News and rumours about the reasons behind his departure from the National League side were all over social media, even the Fylde statement when appointing the former Gloucester boss referenced that he was no shrinking violet. What was clear was his pedigree as he had done a superb job at Gloucester and then had Chesterfield at the top of the National League.

Rowe had 13 games with which to secure at least third place on the National League North ladder, which would guarantee a home Play-Off Semi-Final and was a realistic target given the form of Gateshead and Brackley. Rowe’s appointment coincided with some shocking form for rivals Kidderminster Harriers, they ended the season amid just four wins in their last 16 played.

AFC Fylde ultimately succumbed to Boston United in the Play-Offs, who had beaten Kidderminster Harriers just days previous. It was a tumorous week in the life of a Coasters fan as a Daily Mail article exposed allegations against James Rowe and began a period of trial by social media. Sportsmail offered little more than conjecture, a source with knowledge of the case, the words “as far as I’m aware” being part of the article, the FA declining to comment, another source said… you get the drift. Show me something tangible; an actual statement from the FA or a police conviction and I’ll get on board.

A subsequent article by the Daily Mail stated that they ‘understood’ Fylde employees were not told about the allegations, as if the majority are not on social media and have difficulty reading. The club were said to employ a number of young female physios on internships. If that’s true, I missed it as I know of one female physio, who is referenced in the Fylde website response. James Rowe denied and continues to deny the allegations but declined to comment to the Daily Mail.

What sticks in the craw is the timing of the article. The allegations against James Rowe are not new, in fact they were referenced in a column not a million miles away from here at the time of his appointment. The only new piece of information in the Daily Mail article was that Chesterfield are supposed to have written a ‘letter of concern’ to the FA after Rowe was appointed at Mill Farm. My personal belief having met the manager’s family at every game since he arrived and having heard the whispers behind the scenes, is that it’s far more likely Rowe fell out with a Chesterfield vice-chairman, who leaked a factually inaccurate story designed to disrupt the Coasters at the most important time of the season. It led to a hostile atmosphere as Boston fans chanted solidly at the manager for 90 minutes.

Social media backlash is nothing new for Fylde. Earlier in the season, the club received deserved criticism for advertising the role of General Manager with the following words included; “We work hard at Fylde so again, don’t apply if you are looking for a work-life balance or have to pick up the kids from school twice a week at 3.30.”

Former Chief Operating Officer David Bottomley arrived at the club during the season after his exit from Rochdale in June 2021 by EGM vote. Rochdale’s issues have been well documented and are indeed ongoing with respect to a ‘hostile takeover’ involving the allocation of shares to Morton House MGT owned by Andrew Curran. David Bottomley was the Chief Executive Officer at the height of this furore. It also understood that as a result of this, he forms part of an investigation being undertaken by the EFL where charges have been filed – the FA do not name the recipients of their charges but the wording centres around former employees.

Add to all of this, Chairman David Haythornthwaite remains a controversial character. Known as ‘bum pincher’ amongst the waitresses at Mill Farm, his response to the Daily Mail article was as cringeworthy as it was necessary. His political views are well-known, as are his opinions of other individuals (see Croasdale, Ryan), senior league representatives and clubs.

I don’t mind the 2022 ambition, although many Fylde supporters don’t really appreciate it. It’s another stick with which to beat the club with, although my issue remains that fans of other clubs didn’t bat an eyelid when the ambition to be a Football League club was first mooted some 15 years ago. It’s only when Fylde’s progress might affect their own club that they take umbrage. AFC Fylde were, of course, just one game away from the EFL, suffering a Play-Off Final loss at Wembley to Salford City in 2019.

Despite the off-field antics and ultimately an unsuccessful promotion bid, there were performances on the pitch that warrant praise. Nick Haughton ended the year as second top goalscorer in National League North, his 26 goals just two behind Gateshead striker Macauley Langstaff. For a midfielder, that’s an incredible return and one that has seen him scouted by a slew of EFL clubs. Joe Piggott did very well in his twelve appearances to score a goal every other game. Chris Neal was immense throughout the season during a very difficult time personally for him. New defensive signings like Harry Davis and Kyle Morrison maintained high standards during the absence, then return, of skipper Alex Whitmore.

Everything at Mill Farm is set up for the club to join the Football League, the challenge is to find the right path there. James Rowe’s vision for his squad will be backed with finance and signings over the summer, as evidenced by Ben Tollitt not being offered a new contract due to his status as not an individual that Rowe favours. The Coasters are never far away from the top in anybody’s predictions whatever league their in and I wouldn’t back against the Coasters earning promotion next season from National League North, but it’s time to get it done.

Personally, it’s been a strange year. Working matchdays at Mill Farm has been both enjoyable and highly frustrating as instructions seem to differ depending on the mood of the Chairman. I wrote for Outside the 92, which came to a premature end and as such launched this site to keep me ticking over. I enjoyed radio appearances and other media duties. Next season, I’m bound for Lancaster City as a match commentator. Much like this season for Fylde, one cannot grieve forever. Time to move on.