My story

Why I built Away End

My journey with football began deeply rooted in the community-driven world of non-league and lower-league football. Saturdays revolved around matchdays, defining much of my relationships with my parents and brother. Our club, Rushden & Diamonds, became a core part of my childhood and formative years, ascending quickly through the leagues before tragedy struck.

In 2011, after a series of terrible owners, the club entered administration and ultimately folded—quietly vanishing without media attention or a dramatic rescue. This sudden loss felt personal and profound, marking the abrupt closing of a community asset and with it an era that had shaped my identity, a sense of belonging, and a connection to home. Driving past our former ground, Nene Park, as it slowly fell into disrepair, and eventually disappeared entirely, symbolised a void that never quite healed.

When football clubs cease to exist, what is lost is more that a physical stadium. The supporters served by the club lose connection—with family, routine, and the sense of community and safety around attending football matches.

Rediscovering these connections has become our mission, inspiring the creation of Away End, an app designed specifically for fans who share a passion for the authentic experiences found in the lower tiers of English football, and a belief that clubs throughout the pyramid need to be preserved for future generations.

Chasing the biggest impact

Focusing on lower leagues isn’t just nostalgic—it’s strategic. These leagues offer rich diversity in places, communities, and football traditions, each waiting to be explored and cherished. Away days help fans discover and appreciate the incredible diversity of the country they live in, bringing us closer and fostering stronger connections between fans, clubs, and broader communities, enriching the social fabric of the sport.

Every pound spent by travelling fans carries enormous significance, directly influencing clubs' survival and prosperity. We think about football as having a head and a heart: if the cold, rational, commercial head of football resides around 5th or 6th place in the Premier League, then the heart probably sits somewhere in the lower reaches of League Two or below.

Our ultimate goals at Away End are clear: Can we encourage every club to consistently sell out their away allocation each week? And can we help make sure no EFL or non-league club is ever forced to close its doors again?

Our mission at Away End

At Away End, our mission is unwavering. We empower lower-league supporters by enhancing away-day experiences without compromising privacy or overwhelming users with intrusive adverts.

• Prioritising fan experience: every feature is built to smooth the matchday journey.
• Ad-free by design: no noise—only relevant, valuable tools.
• Community support: optional paid features will never trade your trust for ads.

Together, let’s celebrate the miles, mishaps, and magic of away days, preserving the vibrancy, inclusivity, and sustainability of football for future generations.