With Ulster’s pre-season preparations underway, we sat down with the province’s new Head of Athletic Performance, Matt Ireton, to chat about his thoughts about the first few weeks of pre-season training and more on his own career journey.
Matt, welcome to Ulster Rugby. How have your first few weeks been in the role?
It's been great. Everyone has been really welcoming, which has made the transition very easy. The players and staff have been outstanding, and I've really enjoyed getting to know the group over the first few weeks.
Pre-season is always an exciting time because you have the opportunity to establish standards, build relationships and lay the foundations for the season ahead. There's been a real willingness to work, and that's been one of the most pleasing things I've seen since arriving.
Tell us a bit about your background and career before joining Ulster Rugby?
I’m originally from a farming community in the Lake District in the north of England. My mum’s side of the family are from Limavady, so there’s always been a family connection with this part of the world.
Before joining Ulster, I was most recently Head of Performance at the Queensland Reds. I spent the last seven seasons in Super Rugby with the Reds and ACT Brumbies, which gave me the opportunity to experience a variety of playing styles and approaches to high performance.
Alongside those roles, I was fortunate to work with the Wallabies during the 2022 Test series against England and with the AUNZ Invitational XV against the British & Irish Lions last year. Earlier in my career, I worked with Leeds Rhinos, Warrington Wolves and Wasps.
Each of those experiences has shaped how I coach, lead, and approach building a successful performance culture.
What aspects do you aim to bring into this role that you have picked up from working in different leagues?
Working across different codes and competitions has reinforced that there isn't one right way of doing things. Every environment has its own challenges, but the common thread is building strong relationships, being clear in your principles and adapting your approach to the people in front of you.
I've been fortunate to work with some outstanding coaches and practitioners throughout my career, and I've tried to take something from each of those environments. My role is to bring those experiences together to help create a performance programme that's aligned with the way we want to play and gives our players the best opportunity to succeed.
Do you tailor things differently with the change in league from Super Rugby to the URC?
The biggest thing is respecting the context. It’s easy to generalise competitions, but every league has different constraints and opportunities. Super Rugby exposes players to a lot of space, speed and repeat high-intensity running, whereas the URC brings different challenges around physicality, tactical variety and season density. The performance model has to reflect those demands, but the principles remain the same: develop players who are available, adaptable and able to express their strengths when it matters.
What were your impressions of the team before you joined?
Even when I was based in the southern hemisphere, I was always keeping an eye on the URC, Top 14 and English Prem because you’re constantly looking at different competitions and different approaches to the game. I really enjoyed watching Ulster last season because there was a clear identity to the way the team played - an exciting, expansive and high-tempo style of rugby.
I also had the opportunity to experience a matchday last year when the Queensland Reds came over for a mid-season friendly. Feeling the passion of the supporters and the connection between the team and the community gave me a real appreciation for what makes this place special.
You have worked with players at a very high level, what is your approach to try and get the best out of each athlete?
I think the key is recognising that every player is different. They all have their own personality, motivations and strengths, so being player-centric is essential to unlocking their superpowers. It’s about understanding what each athlete needs to perform at their best and creating an environment where they can thrive. From my conversations with the players so far, there’s a real appetite to play a fast, exciting brand of rugby, and our role is to help them physically deliver that consistently.
The team have been training for a few weeks now, what are you trying to go after this pre-season?
Pre-season is about putting strong foundations in place. Obviously, we are working hard to improve key physical qualities and prepare the players for the demands of the season, but it’s also about building habits and behaviours that last when the schedule gets busy.
When the season gets tough, you rely on the work you've done in pre-season. The goal is to create a group that is repeatedly fit for purpose – robust and able to consistently deliver the style of rugby we want to play from kick-off to final whistle.
We have some players who are coming back from some longer-term injuries, do you tailor things differently for each player?
Definitely. Every player in the squad has their own individual training plan, and that’s something that we sit down and discuss regularly as athletic performance and medical departments.
The rehab process here is already at a high level, and our goal is to make sure players return fit for purpose, but also to be proactive and identify things early rather than waiting for problems to arise.
One of the most enjoyable parts of my role is building relationships with the players - understanding how they’re feeling, getting their feedback, and making sure we’re managing the demands we’re putting on them in the right way.
Pre-season is quite a long block, how important is the work for the squad ahead of the season?
It’s crucial. With our national team players away, it’s a really important opportunity for the wider squad to bridge the gap and continue progressing.
We want to create genuine competition for places so that when Round 1 arrives, the coaches have a selection headache. That level of competition is what drives teams forward and raises performance.
We have a new forwards coach in Clarke Dermody and have a number of new players in the squad this summer. Is there a feeling of excitement this summer?
There’s a real sense of energy around the place. New coaches and players bring fresh ideas and new experiences, and the group has embraced that really well. There’s a lot of hard work ahead, but there’s genuine excitement about building together and getting ready for the season.
Last season we had a 10 week period of playing in succession across both the URC and in Europe. Is the biggest challenge for the AP team to try and factor in recovery each week, while getting players ready for the weekend?
During those periods, the challenge is managing the whole squad, not just the players who take the field at the weekend. The 23 who have played need the opportunity to recover and prepare for the next game, while those who aren't selected need to maintain a high training stimulus so they're ready when their opportunity comes.
If a player has earned the chance to recover, they deserve that so they can be at their best. At the same time, the wider squad has to keep pushing to bridge the gap. Hopefully that creates real competition for places while maintaining high standards across the group throughout the season.
How valuable are match minutes to get players ready for the months ahead?
Match minutes are hugely valuable. We pride ourselves on delivering game-specific conditioning, but nothing truly replicates the demands of match day. As a former player myself, albeit at a much lower level, I know match sharpness is a real factor.
Finally, now that important preparations are underway, how much are you looking forward to the season kicking off?
I can’t wait! Pre-season is a great time of year as a conditioner because you get the opportunity to build foundations, but there’s nothing better than when the season kicks off - the rhythm of the week, travelling, preparing for opposition and being around the team.
That’s when you really start to build those special connections within a group and see the preparation translate into performance on the field.
Pre-Season Tickets
We are back!
Be there to support the Ulster team at home as they get vital match minutes ahead of the new season kicking off.
Richie Murphy's men take on Welsh URC side, Ospreys, on Friday 11th September in a Bank of Ireland friendly at Affidea Stadium. (KO: 7.45pm)
You can secure your spot via the link below!