From the brink of extinction to Football League dream: Inside Hednesford Town's remarkable rise and transformation

In 2023, Hednesford faced the very real prospect of extinction. Fast forward to today and, under the stewardship of owners Craig and Amanda Gwilt, the Pitmen are not just surviving but thriving - both on and off the pitch.

On it, Hednesford are chasing back-to-back promotions that would lift them to step two of non-league football, leaving them just two promotions away from the EFL. They currently sit second in the Northern Premier League and have quickly become one of the teams everyone is trying to catch.

But the progress away from the pitch has been just as striking.

Last summer, the club installed a state-of-the-art playing surface at Keys Park, at a cost of around £1.6 million. The pitch is the same specification as the one at Everton's new Bramley-Moore Dock stadium and is only the second of its kind in the world.

And that is only part of the transformation.

Hednesford have also added a new electronic scoreboard, solar panels around the stadium, upgraded office and workspace facilities, a new club shop, LED advertising boards, revamped dressing rooms and dugouts, and, most recently, a redesigned tunnel area.

All of it forms part of a wider plan to future-proof the club and continue its remarkable climb through the football pyramid.

Asked whether the long-term vision includes reaching the Football League, chief executive Marvin Robinson was unequivocal.

"Absolutely," he told the Express and Star. "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."

Keys Park has long been regarded as an impressive ground for the level Hednesford play at, but the scale of recent improvements has left both home and visiting supporters in awe.

Robinson added: "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."

Behind the scenes, staff now benefit from upgraded office and workspace facilities, while players have improved dressing rooms and supporters enjoy a larger, purpose-built club shop.

Matchday presentation has also taken a significant step forward with self-serving bars a highlight.

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

Fans of clubs including Wolves, Aston Villa, Walsall and West Brom regularly fill the terraces at Keys Park when their own sides are not playing at home - or when tickets elsewhere are hard to come by.

And while Hednesford operate several levels below those clubs, the matchday experience on offer continues to draw supporters back through the gates.

The Pitmen have also strengthened their community presence, working with a wide range of partners and charities, including Midlands Air Ambulance. Almost £6,000 was raised for the charity at the club's final home game of 2025 on December 27.

The question many supporters ask is how much has been invested into the project. While the figures are significant by non-league standards, Robinson insists the spending has been measured and strategic.

He said: "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 evident. Average attendances at Keys Park have risen to around 1,900 this season, up from roughly 1,400 last year.

More than 4,700 supporters attended the post-Christmas clash with FC United of Manchester, while over 3,000 watched the Pitmen take on local rivals Rushall Olympic.

"The impact has been clear," the chief executive continued. "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."