Football, Community, and the Power of Connection: A Chat with VYD Head of Operations, Fred Sturgis
By Brian Bell.
Chatting with Fred Sturgis over an early morning coffee on the Level – one of those grittier Brighton experiences… we were distracted by some nearby drunken fisticuffs and sirens blazing as a trio of police cars sped their way to a local crime scene – it doesn’t take long to realise why he’s been such a good fit for VYD. Warm, open, and passionate about football’s power to change lives, Fred’s commitment to social impact was sparked at university by a module on liberation theology. That led him to Bloomsbury Football Foundation, a charity that uses football to boost wellbeing, build life skills, and bring communities together. After a “huge learning experience” there, he went on to do a Master’s in Development Studies at Sussex University, writing his dissertation on how football helps young refugee communities find belonging.
Fred in action at the HAF sessions at Moulsecoomb Primary, 2025
A lifelong passion
Football has always been a constant in Fred’s life. “From the moment my brother and I could walk, we were kicking footballs around the house, over fences, and just having fun with it,” he reminisces. The sport was also a gateway to social connection, especially during his school years when he found it difficult to connect with peers. “When I was younger, I struggled socially, especially in primary and early secondary school, but football was something I could always rely on. Even when I wasn’t talking much to the others, there was always football at playtime – kids asking, ‘Do you want to be on my team?’ It helped me connect. Beyond that, I just love playing. It’s very meditative for me – when I’ve got a ball at my feet and I’m running about, I can forget about everything else.”
When it comes to footballing affiliations, Fred’s came about in the wonderfully arbitrary way these things often do: “When he was a kid, my uncle opened a pack of football stickers and there was one of Charlie George and he was like ‘this guy looks fucking cool!’ so him and my dad ended up supporting Arsenal which was then passed down to the next generation. Growing up, we’d go to games, usually once or twice a season. It was a big treat, especially since we didn’t live close to the stadium.”
His most cherished Gooner memory? A game against Wolves, which he attended with his close friend Victor, who was terminally ill. “He’d always wanted to go to a match, so when I got hold of two tickets, I knew I had to bring Victor along. I remember feeling so nervous. I really wanted Arsenal to win for him. Victor was nervous too – he kept saying he’d feel responsible if they lost. Arsenal were 1-0 down until the 87th minute, when they scored. And again in the 94th. It wasn’t even a massively important game in the grand scheme of things, but the emotion was unreal. Victor and I just looked at each other like, ‘What just happened?’ After the game, we were singing and celebrating. There was just so much love and connection in that moment.”
A goal for Victor
Fred’s favourite memory as a player is also connected to his late friend. While at Oxford University, he played in the Varsity Match against Cambridge, which was still held during the COVID pandemic. The day before the game, Fred learned Victor had been given little chance of recovery, adding emotional weight to an already challenging time.
Fred recalls: “The match itself was cagey – our goalkeeper was amazing. My friends had all come down to watch, so there were about 200-300 people in the stands. It stayed 0-0 until the 85th minute. Then, a ball came over, I lobbed the goalkeeper, and scored. Running over to my friends, to Victor, celebrating – it meant everything. Later, I met some of Victor’s other mates, and they told me how he said I’d scored that goal for him.”
Building community with VYD
As Head of Operations at VYD, Fred’s role involves more than just logistics – he’s dedicated to fostering a stronger, more connected community. His work with the Crew Club in Whitehawk, where VYD partnered to create the Crew Club Hawks team, offers a powerful glimpse into local life. “Just talking to volunteers there, hearing how many of them are involved because their parents worked there, or they grew up around it. It’s clear that they understand the importance of what’s being done. You can just see how much it matters to them. When you see it in action, it hits you – this is what community is all about. It’s about looking out for each other.”
And Fred is constantly inspired by the local people he meets. “What’s amazing is how many full-time parents still find time to volunteer. They’re already giving so much of themselves, and yet they still come in and give even more. It’s incredible. And honestly, they don’t get enough credit for it.”
Inspiring the next generation
Looking ahead, Fred is excited about VYD’s future. One project particularly close to his heart is Zonal, which blends football and design to help young people build creativity and confidence. Through hands-on workshops, participants explore football kits, badges, and slogans – learning how to express themselves through design. Thanks to a grant from the Enjoolata Foundation, VYD will soon deliver a new six-week course for local girls to design their own kits:
“At the end, they’ll get to play in a tournament wearing the kits they’ve designed themselves. It’s a great chance for them to be creative and shape their own football experience”
VYD’s owner, Gary Pleece said: “We’re really pleased to have Fred on board as Head of Operations. As the owner, and having other hats to wear, it was becoming more difficult to keep up with the ever increasing projects coming our way.
I met Fred and his friend, Danny, at a workshop idea they pitched to VYD. It was really well put together and it made me think – not only does this guy care and loves football, but he’s got something of the maverick about him, which is something I look for in people both on and off the football pitch…it’s great to have him with us and helping us to make a difference.”
Join us in building stronger communities
At VYD, we believe football can change lives – by bringing people together, creating opportunities, and building the kind of connections that strengthen communities for generations.
If you’d like to chat about our projects or discuss a partnership or collaboration, get in touch with us here – we’d love to hear from you.
