Ambitious 7th tier club dreaming of reaching the EFL after being close to extinction in 2023

Ambitious 7th tier club Hednesford Town are dreaming of one day in the near future reaching the EFL after being close to extinction in 2023.

In just three years later, they have gone from being on close to going under to becoming one of non-league football’s most improved clubs under the ownership of Craig and Amanda Gwilt.

Hednesford currently sit 2nd in the Northern Premier League Premier Division, looking at potential back-to-back promotions, and should they do that, they would then come within two steps of reaching the Football League.

Also part of their incredible transformation is the substantial investment in their Keys Park stadium, from the £1.6 million world-class pitch.

Spotted around the ground are solar panels for sustainability, a new electronic scoreboard, LED advertising boards, upgraded bars, dressing rooms, dugouts, tunnel, club shop, offices, security systems, and future plans for an expanded fan zone with more covered areas and food outlets.

Former Premier League and EFL player turned Hednesford Town CEO Marvin Robinson spoke in an interview with Express & Star.

⚫️⚪️ Best ground in #Nonleague?

From the brink of extinction to Football League dream: Inside @Hednesford_Town’s remarkable rise and transformation.

Immense investment has transformed Keys Park – and the club is far from finished. In-depth feature ⬇️ https://t.co/HIWNyYrCpC

— Luke Powell (@lukew_powell) January 28, 2026

Regarding long-term vision of reaching the Football League, chief executive Marvin Robinson said, per Express & Star: “Absolutely. The vision when Keys Park was built in the 1990s was always about progress up the pyramid, and this work is very much a continuation of that ambition.

“What’s different now is that we’re building holistically. Football success matters, but so does infrastructure, community, supporter experience and sustainability. We’re seeing more families attending and more community events, and planned developments like a future fan zone, offering more covered space and food outlets, will be another step forward.

“And we’re not finished. This is the foundation – the next phase is about creating even more covered social space and a fan zone environment that makes Keys Park a destination, not just a stadium.

“We’re building something that can climb the pyramid without leaving our people behind.

“We’re building a Keys Park that feels like the future of non-league; best in class, local first, where players, staff and supporters walk in and immediately know: this club is serious.

“Over the past 18 months we’ve made significant improvements across Keys Park, both highly visible on matchdays and behind the scenes. From the moment you arrive, the site looks sharper, runs smoother, and feels more professional.

“At the heart of it is the pitch. We’ve delivered a full redevelopment to a world-class specification, transforming it into a surface capable of supporting higher-level football year-round. Built with advanced drainage, a modern rootzone and a year-round maintenance plan, it’s already being recognised as one of the standout playing surfaces at this level.

“Sustainability has been a major focus too. We’ve invested in solar panels as part of our move to renewable energy, significantly reducing our environmental impact while future-proofing the stadium’s energy supply.

“Around the stadium, the tunnel area now sets the tone – a better first impression for players, officials and visiting clubs and a more professional matchday environment. We’ve also invested in technology, including improved camera systems and enhanced stadium security.

“The scoreboard, LED boards and bar upgrades have changed the rhythm of matchday – better flow, fewer pinch points, and more time enjoying the football.

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“The pitch was the headline investment at around £1.6m. Beyond that, we’ve been disciplined – phasing improvements that raise standards, improve safety and flow, and make the stadium work harder for the club and community year-round.

“This isn’t about short-term spending. It’s about building infrastructure that ensures Hednesford Town is here, competitive and thriving for many years to come.

“The impact has been clear. We’ve seen growing attendances, record crowds, record merchandise sales, and increasing engagement well beyond the local area.

“A year ago, some areas felt tight and temporary. Now it feels like a venue built to host bigger occasions.

“On matchdays, supporters are spending more time at the ground and engaging more with what’s on offer. Off the pitch, businesses are supporting the commercial growth of the club, allowing us to further support things like official away travel offers for fans, live radio commentary at away games, and upcoming community projects.

“For players and staff, the environment feels more professional, more organised and more ambitious.

“Growth was the trigger but standards were the reason. When more people choose to spend their Saturdays with you, you owe them a matchday that feels organised, welcoming and worth the journey.

“We want to create an environment that supports players joining us, helps staff and volunteers do their jobs properly, and delivers a better experience for supporters. Just as importantly, we’re building a club that is ready for the next level.

“These improvements also allow us to use the stadium beyond football. Keys Park is becoming a venue that works for events, community activity and commercial opportunities which is vital for a modern, sustainable football club.”