The Football Association of Wales has established a Strategic Advisory Committee to further strengthen the Association’s long-term strategic planning, decision-making and delivery across all areas of the game.
The Committee brings together a group of independent members with extensive experience across elite sport, governance, business, public policy and organisational leadership, who will sit alongside a wealth of skills and knowledge from the FAW Council.
The independent members of the Strategic Advisory Committee is made up of Dr Rhian Thomas, an experienced portfolio Non-Executive Director with significant board-level expertise across highly regulated sectors; James Gow, a leading football strategist and sporting director with senior experience across European and international high-performance environments; and Ken Owens, former Welsh international rugby captain and established board member with a strong background in leadership, governance and player welfare.
They are joined by Shavanah Taj, General Secretary of TUC Cymru and a nationally recognised leader in public policy, governance and social partnership, and Steve Dalton, a Chartered Director and former Chair of the FAW Board, with extensive experience in organisational transformation, strategic planning and high-performance culture. Collectively, the Committee provides a breadth of insight and independent perspective to support the FAW as it responds to current challenges and plans for the future of football in Wales.
Operating in an advisory capacity, the Strategic Advisory Committee works alongside FAW leadership to provide informed insight, constructive challenge and strategic support, ensuring the organisation remains focused on sustainable growth, high performance and long-term impact.
Noel Mooney, Chief Executive Officer of the FAW, said: “The Strategic Advisory Committee brings together an outstanding group of individuals with deep expertise across football, governance, business and public life. Their independent insight and constructive challenge will be invaluable as we continue to deliver our long-term strategy and ensure the FAW is well positioned to support the game at every level across Wales.”
Role and purpose of the Strategic Advisory Committee
The Strategic Advisory Committee has a clear remit to support and advise the FAW on key strategic matters. Its role is to provide expert advice on strategy development, long-term planning and major decision-making, while also sharing historical insight and organisational knowledge to inform the Association’s approach to current and future challenges.
The Committee provides counsel, support and critical feedback to the FAW executive on key strategic issues and maintains oversight of the delivery of the FAW’s High-Performance Strategy. Members also receive regular strategic updates from the Chief Executive Officer, wider executive staff and international team coaches, ensuring a strong understanding of performance, progress and priorities across the organisation.
Independent Members of the Strategic Advisory Committee
- Dr Rhian Thomas
Dr Rhian Thomas is an experienced portfolio Non-Executive Director with extensive board-level expertise across highly regulated public, private and third-sector organisations. She brings strong capability in governance, strategic oversight, risk management and commercial leadership, alongside experience chairing audit, finance and performance committees.
- James Gow
James Gow is a highly experienced sporting director and football strategist with a proven track record in elite performance environments across Europe, the Middle East and Asia. His expertise spans long-term football strategy, academy integration, talent development, recruitment models and high-performance delivery aligned with financial sustainability.
- Ken Owens
Ken Owens is a former Welsh international rugby captain and experienced board member, bringing strong leadership, governance and stakeholder insight from elite sport. Alongside his international playing career, he has held non-executive and commercial roles across sport, education and business, with a strong focus on player welfare and organisational leadership.
- Shavanah Taj
Shavanah Taj is General Secretary of TUC Cymru and a nationally recognised leader in governance, public policy and organisational strategy. With extensive experience advising government, leading complex organisations and championing equality and inclusion, she brings deep expertise in social impact, partnership working and long-term strategic change.
- Steve Dalton
Steve Dalton is a Chartered Director and senior executive with significant experience leading large-scale organisational transformation, strategic planning and operational delivery. A former Chair of the FAW Board, he brings extensive expertise in governance, high-performance cultures, sustainability and long-term strategic execution.
Who else sits on the Committee?
The Strategic Advisory Committee is chaired by FAW President, Mike Jones, and is joined by Will Lloyd Williams (Deputy President), Gail Powell (Vice-President), Mark Adams (Vice-President) and Graham Evans (Vice-President).
The Strategic Advisory Committee also utilises a wealth of experience and knowledge from Past Presidents Peter Rees, David Griffiths and Kieran O’Connor, in addition to Life Councillors Ron Bridges, Ken Hughes, David Alun Jones, Philip Jones, Ken Tucker, Bob Waygood and Chris Whitley.
How the Committee supports the FAW
In fulfilling its remit, the Strategic Advisory Committee provides expert advice and guidance to support the FAW’s strategic priorities and long-term direction. A core part of its role is to offer appropriate and constructive challenge, helping to test, strengthen and refine strategic plans.
Members work collaboratively with FAW staff, fellow Committee members and key stakeholders to support the effective delivery of FAW strategies. The Committee also supports the monitoring and evaluation of strategic objectives, helping to ensure progress remains aligned with the FAW’s ambitions and delivers meaningful impact for football in Wales.
