Former England rugby league international Eorl Crabtree has cemented the position of Birmingham-based Midlands Hurricanes in just 12 months as Managing Director, tripling commercial income and signing a 20-year venue agreement that secures professional rugby league in the city for the next two decades.
Crabtree, who played 423 professional games and represented England 13 times before retiring in 2016, credits the 90% government-funded Help to Grow: Management Course for giving him the confidence to take on the role and build something lasting for Birmingham.
The 43-year-old had spent his entire 17-year playing career at Huddersfield Giants, followed by seven years in commercial roles at the club. However, after completing the Help to Grow: Management Course at Huddersfield Business School in 2024, he made the difficult decision to leave and pursue the MD opportunity with the Hurricanes.
Eorl Crabtree explains: “I only ever saw my career going in one direction at the Giants. I’d given them 25 years of 
my life and have fantastic memories of the club, but after such a long time I was ready for my next move.”
The opportunity came when Hurricanes’ owner (and ex-Giants sponsor), Mike Lomas saw Crabtree’s commercial success at Huddersfield and invited him to lead the business side of the Midlands club. The Hurricanes were founded in 2021, rebranding from Coventry Bears in an effort to attract wider support from across the Midlands region. However, prior to Crabtree’s arrival, the club was struggling financially.
Since taking over, Crabtree has overseen a dramatic transformation. He moved the club from Birmingham’s Alexander Stadium to Avery Fields in Bournville and secured the 20-year venue agreement that provides long-term stability. The club has tripled commercial income through an innovative sponsorship model, achieved record season ticket and shirt sales, and grown its social media following by more than 10% year-on-year.
Crucially, Crabtree has focused on integrating the club into Birmingham’s sporting community. The Hurricanes have partnered with Bournville Rugby Union Club, whose members automatically become Hurricanes members, and established a relationship with Warwickshire Cricket Club allowing season ticket holders to attend each other’s matches.
The club has also launched a wheelchair rugby league team this season and is establishing a foundation to develop grassroots rugby league talent in Birmingham and the wider Midlands. The Rugby Football League has chosen Avery Fields to host regional and national finals, bringing hundreds of young players and families to the city.
Crabtree explains: “This is about building something lasting for Birmingham. Rugby league has always been seen as a northern sport, but we’re proving it can thrive here. The 20-year deal shows we’re committed to this city for the long haul. We want Birmingham kids growing up playing rugby league and one day representing their home city professionally.”
The turning point in Crabtree’s career came when he enrolled in the Help to Grow: Management Course in 2024.
He continues: “I’m a rugby lad, I’ve never considered myself academic, but the course seemed like a great opportunity to help me develop my post-playing career. I suffered from imposter syndrome going into the course, surrounded by CEOs and company owners, but I quickly realised everyone has a different story and that I deserved to be among these business leaders.”
Crabtree particularly valued learning about the eight steps to leading change, psychological safety in the workplace, and creating clear vision and values for an organisation – principles he’s now applying at the Hurricanes.
“In rugby league, when you make an error you hold your hands up and move on immediately. I believe in that same approach in business – creating an environment where people can do things their own way, make mistakes, learn, and keep moving forward. The course validated that this style of leadership works.”
Flora Hamilton, Executive Director of the Small Business Charter which delivers the Help to Grow: Management Course, said: “Eorl’s story shows that leadership skills are transferable with the right support – the resilience, team-building, and strategic thinking he developed on the pitch have translated brilliantly into business leadership.”
“It’s fantastic to see what Eorl has achieved since completing the Help to Grow: Management Course at Huddersfield Business School, one of our network of 60+ Small Business Charter accredited business schools delivering the course. The course gave him the frameworks and confidence to back himself, and the results speak for themselves.”
The Help to Grow: Management Course is a 90% government-funded leadership programme for SME businesses, delivered by a network of Small Business Charter accredited business schools. The course runs over 12 weeks and includes online and face-to-face sessions, 10 hours of 1-to-1 mentoring and peer networking. Its mission is to increase economic growth and productivity through improved management and leadership practice.
To learn more about the Help to Grow: Management Course.