James Croker on Leadership, Belonging and the Power of Sport

On this episode of The Evolve to Succeed Podcast, Warren Munson sits down with James Croker, Commercial Director at Bournemouth Rugby Club. Many know James as the energetic, passionate force behind the club's growth in recent years, but few know the full story that shaped him. James takes us from his early sporting childhood, through a 15-year career in the Royal Air Force, to the devastating series of heart attacks in his early thirties that abruptly ended both his military career and his playing days. He speaks openly about the mental health battle that followed, the loss, the darkness and ultimately the community that helped pull him back up. We explore how rugby's core values have shaped James's leadership philosophy, the commercial transformation at Bournemouth Rugby and his mission to build a true sense of belonging in the local business community. This conversation is a blend of raw honesty, practical wisdom and heartfelt passion for sport and people. If you enjoy this episode, please subscribe, share, and leave a review to help more listeners discover the show. This episode of the Evolve to Succeed Podcast covers… How sport shaped James's early life Why he joined the Royal Air Force The sudden heart condition that ended his military career How he battled depression and rebuilt his life Transitioning into coaching and returning to Bournemouth Rugby Building commercial sustainability and community connection Creating belonging and meaningful values in organisations Why role modelling matters in sport and business The importance of resilience and support networks James's ambitions for Bournemouth Rugby Club Soundbites "Sport always gave me purpose, even when nothing else made sense." "You learn from great leaders, but you learn even more from the bad ones." "Community saved me. Without it, I don't know where I'd be." "The military took my structure away overnight. That's when life really hit me." "Good rugby players aren't always good people. We want good people first." "You can't just put your values on a wall. You have to live them." "If you want to build community, create a sense of belonging and safety first." "Make your bed. Do one thing. One step leads to the next."   Chapters 00:00 – Intro 01:00 – James' early years 03:20 – Military career 10:30 – Heart attacks 17:40 – Navigating depression and rebuilding life 21:45 – Bournemouth Rugby 25:30 – Building community through sport 36:00 – Rugby values 49:10 – Future of Bournemouth Rugby 55:20 – Final reflections  

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