On Monday, it was announced that Keaton Ward had signed for Altrincham after leaving Boston United at the end of his contract. Upon the news, we sat down and spoke with him in an exclusive interview.
Ward, 25, came through the Mansfield academy, going onto make seven appearances before being released in 2022 after various non-league loan spells. Speaking on his release and the resilience to bounce back and find a new club, Ward said:
"It's a lot more difficult to bounce back from than people may expect.
"As a young man leaving Mansfield, I thought I wanted and would be speaking to teams at League Two or even National League level but I had to be realistic. Teams at those levels aren't looking for a player who's been released from League Two with minimal game time, they want experience or someone slightly more established."
The creative midfielder then made the decision to drop down to the National League North and sign for Kettering - a decision he felt he learned the most from.
"It was a tough summer after my release but it made me realise how important it is to just get minutes under my belt, regardless of where it was.
"I spoke to Lee Glover at Kettering and I was convinced it was the right decision and one I will always be thankful from. It was one I learned the most from in my career so far."
For many released by a Football League team, the thought of playing Step Two could be daunting, but the new Alty midfielder embraced it and has urged those in a similar position to do the same.
"Dropping the ego is massive. Now that I am slightly older my advice would be to just go to any level you can and play men’s football. I was 16 when I first played men’s football and it's an experience you learn a lot from."
Ward is a talented creative midfielder who has racked up over 100 games for Boston United over a dramatic two-year spell. The Pilgrims secured promotion in his first season via the playoffs, with Ward scoring the equaliser in the final away at Brackley. Boston then seemed destined for relegation this season, before Graham Coughlan oversaw a great escape.
The 50-year-old was appointed as Boston United manager in October, with Ian Culverhouse dismissed due to his side being in 23rd. Coughlan started slowly, but a run of form that included nine wins from the final 13 games of the season saw The Pilgrims survive by three points.
Under Culverhouse, Boston United looked to play possession football, but went slightly more direct under Coughlan
"We changed our style. We went from a team wanting to get on the ball and play the 'right way' but changed under Graham [Coughlan]. We learned to play another way, get in the opposition faces and be quick to second balls.
"Of course [he had an influence] but once we were all on board, we knew what we needed to do and the momentum rolled from there."
When transitioning from Step 2 to the National League, teams and players often struggle to adapt to the step up, playing against more professional teams and players than the previous season.
"At the start, I was thinking how big the jump was and I think a few of the lads felt it too, which probably explains the poor start to the campaign. However, I felt the team and I adapted well and that playing against better teams raises your own game as you can't rest on your laurels."
While many players will cite an old manager, an experienced player in the dressing room or even an ex-legend as their influence, Ward is unequivocal in his answer.
"My dad is definitely my biggest influence; he has been the biggest part of my career.
"When I was five years old, he took his coaching badges so he could coach the team we had. I think four or five of the guys in that team have gone onto sign professional contracts.
"He's done his UEFA A license coaching and was head at coaching at Mansfield, he took me to every game and now watches every game so I couldn't be more grateful."
Since promotion to the National League in 2024, there has been much overhaul for Boston United. As well as Ward, Brad Nicholson and Jimmy Knowles have departed the club, with Ward speaking particularly highly of the latter. Knowles joined Mansfield as a scholar, before reuniting with the 23-year-old at Boston. He has since gone onto join Accrington - a move that did not come as a shock.
"We have a great understanding of each other on and off the pitch. Over the last two years he has become one of my best friends. It easy to click when you travel together to games in the car.
"I think his game has really come along. Believe it or not he was very quiet two years ago but now he is really sociable and come out of his shell - this has seemed to help."
A minimum of seven players (including Ward) departed the club this summer, with six more still in negotiations as Coughlan looks to mould his side to fit his philosophy. Leaving Boston was a tough choice for Ward - but one he has come to accept.
"It was a strange one really, I was offered a contract at the end of the season and was in talks with the club before it all went quiet. Chris Cook and the recruitment team were brilliant with me, but ultimately the gaffer wanted a slightly younger option.
"I leave the club with no bad blood and wish them all the best. It was very tough to leave as I loved my time here but at the same time, I am excited about my future with Altrincham and ready for the challenge."
Altrincham finished the season four points off the playoffs after a poor end to the campaign, but are a club on the up. Phil Parkinson has already led the club to two promotions, as well as a fourth-place finish in the National League. Alty's ambition and eye for 'diamonds in the rough' has seen them punch above their weight, with the club aiming for promotion to the Football League.
"I spoke to Phil a few years ago when I left Mansfield but it was the wrong time for both of us. If I joined 2/3 years ago, I feel his system and National League football would've been too tough for me to adapt too.
"I spoke to him after the conclusion of this campaign and I felt ready. The way they want to play really suits me as it gives me the freedom to express myself, so I'm raring for the season to start."
Keaton Ward is a tremendously talented player with the right attributes - on and off the pitch, to play again in the Football League. Keep up to date with his progress as well as all your non-League news on Non-League Daily.
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