They’ve branded themselves as the ethical future of football—but Forest Green Rovers’ self-image is built on contradictions and a generous helping of hypocrisy.
From dubious sustainability claims to disregard for visiting fans, the so-called “little club on the hill” simply doesn’t deserve the affection it often receives.
This week they’re back in the new – experienced manager Steve Cotterill had them finishing third in a challenging National League table, but that hasn’t been enough. He’s now seemingly moving on, something that seemed almost inevitable after the recent appointment of Mark Bowen.
Cotterill feels to have been harshly treated, but let’s face it, he’s not the first at Forest Green, and he won’t be the last. It’s not just their treatment of people that is a problem either – here’s why many infomred football fans just can’t stand them.
A Manufactured Fairytale
Forest Green Rovers styled their own nickname: “The Little Club on the Hill.” It’s supposed to evoke images of David versus Goliath, an underdog story of admirable ideals. But dig deeper and you’ll find it’s not David at all, but Goliath crocuhing down. This is a club funded by Ecotricity owner Dale Vince, who plugs annual losses of around £2.5 million. Over three years, that’s £7.5 million—and for what? A brief flirtation with League One and a return to the National League.
That’s not fairytale football. That’s a billionaire’s plaything dressed in lentils and green slogans. And despite Vince’s attempts to align the club with sustainability, the execution often betrays the ethos.
Green Credentials or Greenwashing?
The club’s identity is rooted in environmental messaging, featuring vegan-only menus, electric team buses, and plans for an eco-friendly stadium constructed from timber. Yes, Eco Park was approved in 2024, a 5,000-seater designed by Zaha Hadid Architects, boasting solar panels and sustainable landscaping.
But the stadium will sit beside the M5, moving the club out of Nailsworth. Isn’t that the same logic we criticise Milton Keynes Dons for—relocation by stealth, just without a name change? Worse still, foreign investors reportedly flown in to view the project hardly scream carbon-neutral planning. Unless EasyJet have switched to biofuel lentils, the contradiction is clear.
They sacked a groundsman in years gone by, with chatter suggesting it was for failing to make their pitch “carbon neutral” enough. That’s not innovation—that’s farce. And while Vince’s company raised renewable energy prices to fund a football club, one has to ask: is it truly about ethics or just brand-building?
Fan Experience: Image Over Substance
Fans visiting the New Lawn aren’t greeted with warmth or comfort. Away sections are exposed to the elements, even during grim midweek fixtures. Despite complaints from Lincoln, Crewe, and others, little changed. In 2018, the club were told they had to improve cover for away fans—but immediately materialised.
Supporters making long journeys have found themselves left to endure torrential rain, with elderly fans and children among those left without shelter. Meanwhile, complaints about food options persist—not just because there’s no meat, but because the variety and quality have failed to impress. If you want to be different, fine—but at least do it well.
Money Without Morals
The footballing model of Forest Green is built not on success or sustainability, but on expensive shortcuts. When they reached the National League play-off final, they spent more on agent fees than the other 23 teams combined. That sort of financial weight should result in progress, but instead, it’s led to stagnation, instability, and eventually, relegation.
Their treatment of players has also raised eyebrows. Former captain Aaron Racine had to pay for his own operation after suffering a serious injury on loan, with the club refusing to foot the bill. Later, they declined to comment, citing medical privacy, despite the issue being raised by major newspapers at the time.
Then there’s the conduct of former manager Mark Cooper. Allegations of aggressive incidents, goading away fans, and even physical altercations involving staff paint a picture of a club lacking class. Cooper once labelled Lincoln City’s promotion as “bullying,” claiming Forest Green played the “right way.”
2025 and Beyond: Reputation Unravelling
The reality has caught up. Forest Green Rovers suffered back-to-back relegations, slipping into the National League in 2024. In less than a year, they cycled through Ian Burchnall, David Horseman, Troy Deeney, and Steve Cotterill in the dugout—proof that big ideas are meaningless without stability and substance on the pitch.
Even as the club continues to feature in national conversations around sustainability in sport, many fans see through the façade. Being ethical doesn’t mean you have to be disingenuous, and for many in the Football League, FGR’s contradictions have worn thin.
Writer’s View
Forest Green Rovers are a case study in what happens when identity is manufactured rather than earned. They’ve spent millions chasing a vision of the future—but instead of building a club rooted in its community with shared values and organic growth, they’ve created a product, not a team.
Sustainability in football is important. Alternative dietary options and green thinking have their place. But Forest Green’s contradictions—from carbon flights to relocating for profit—undermine the very ideals they promote. They might grab headlines, but they’ve yet to earn the love of the wider football world. And until they marry principles with footballing integrity, that love will remain out of reach.
