Life of a Rugby Analyst: Unsung Heroes of the World's Biggest Clubs

Of course, players get the most recognition, when thinking about sport. Yet, there is a group of people working behind the scenes. Simon Norris has a wealth experience with a career spanning over the River Severn. As a rugby analyst he has a fantastic story to tell.

“Luckily, my wife had a good teaching job, so I owe her a lot. I went back to university and completed my master’s degree. After that, I focused on gaining more coaching and analysis experience to help myself stand out—especially as someone who came into the game so late. I was 30 when I started, which is quite late, so I had a lot of catching up to do.” This gives you a bit of insight into Norris first steps in the rugby world.”

An analyst searches for the subtleties, dissecting each tackle, pass, and breakdown to uncover the rhythm of the game. Norris has a master's in performance analysis from UWIC. His journey began as the head analyst for the Wales Under-16 squad. It was a fantastic time for the squad. The young side were world beaters, achieving two U16 Grand Slams titles.

A squad racked with talent; it was clear to see the future was bright with competitors like George North. At the same time, he immersed himself in the Cardiff Blues academy. Then sharpened his eye for the game as part of the Scarlets’ 2009 analysis staff. After getting experience in Wales at the turn of the decade Norris crossed the bridge.

Exeter Chiefs

In 2010, Norris joined the Exeter Chiefs set-up and became a key figure at Sandy Park. The Welshman was apart of the club at a very successful time. From the triumph of the LV= Cup in 2014 to the glory of their Premiership title in 2017, Exeter’s ascent was undeniable. When looking at the squad their had it is no surprise they achieved great things like their 2020 Champions Cup victory.

The likes of Phil Dollman, Henry Slade, and Alec Hepburn all ran out in at Sandy Park over those years. Norris’ time in Exeter shows that he knows what it takes to become champions. The Welshman talks about how that opportunity came about.

“If I think back a year, I remember watching the Championship final when they got promoted against Bristol. I thought, ‘No harm in trying,’ so I emailed Rob Baxter and asked if they needed an analyst. I didn’t hear anything back—no reply.

“At the end of the following season, I tried again. About a month later, he called me and invited me down for an interview. I went, and they offered me the job. The rest is history.”

Strong foundations often go unnoticed, but at Sandy Park, the pieces were falling into place. Norris looks back on a time when everything just seemed to work.

“It all comes down to buy‑in—the commitment to work hard and have fun along the way. When you have people who are on the same page and willing to put in the effort, you end up with a special group capable of achieving great things.

“I’d say if you walked into Bath right now, that’s exactly what they have—people aligned with the vision and ready to work hard.

In rugby, players are going to make mistakes—that’s just part of the game. The real question is: are you the one who’s going to make up for that mistake? Just get on with your job.

“That mindset is what made Exeter so good back then. It also helps when you’ve got players like Jack Nowell, Henry Slade, Luke Cowan‑Dickie, Sam Hill—all coming through at the same time. Quality players.”

The word commitment comes to mind when thinking about professional sports. Giving every ounce of effort to the cause. Norris committed to proving himself was clear to see.

“Funny enough, when I first got to Exeter, the salary wasn’t much at all. I’m not ashamed to say it—I had to sleep in my car for the first six months. I had a mortgage back home, a wife, and kids.

“I didn’t want to give up on the chance to chase a dream, and I’m so glad I didn’t. The memories and experiences I have now are incredible.

“I could’ve easily packed it in during that first week and thought, ‘What am I doing?’ I stuck with it, pushed through, and ended up with some amazing experiences.”

His spell at Exeter was nothing short of rewarding. Great players, great moments, and lessons that would stay with him.

Norris has worked with an abundance of phonemanl talents. He would have played a pivotal roll in helping talent refining their rough edges. From North to Slade, Norris fingerprints can be found across the UK rugby scene. One of the talents is Luke Cowan-Dickie, a powerful competitor who is fierce in attack and defence. He crossed paths with Norris at Exeter. Now, the English international is in Australia representing the Lions. Norris spoke about what makes Cowan-Dickie special.

“He’s a very tough individual—someone who would run straight through a brick wall for you.”

Henry Slade is another player who Norris has worked with. From his early days at Exeter to becoming a staple in an England shirt. Norris witnessed his rise within the ranks of the Chiefs, to the star he is today. Slade is a majestic operator but can be underrated at times. When the question came up about Slade being underrated, Norris didn’t flinch. His response was sharp and certain.

“100%. I think he was really unlucky not to make the Lions tour. He can kick off both feet, quicker than people give him credit for, and has a great read of the game. He’s also a solid tackler. Really dependable in that area.”

These are just two of many players that Norris has helped along the way. It speaks to the calibre of competitor he worked with.

For the 2018/19 season it was time for Norris to come back to Wales, and Bernard Jackson brought him to Rodney Parade. It was a brief stint with the Welsh region. The team finished bottom of Pro14 conference B. They only amassed five victories.

Yet, Dragons ended a drought that lasted over a decade. Victory against the Scarlets marked the club’s first win when facing a Welsh counterpart. His time with the Dragons was brief. A year-long chapter, before the next began with Bristol Bears across the border.

In 2019, Norris brought his eye for detail to Bristol Bears, where he focused his analytical lens on the engine of the game, the forwards. It was another successful period in an English giant, for the analyst. Throughout his tenure the club made it to back-to-back finals. Norris talked about his time at Ashton Gate, and had high praise for Pat Lam, they coached together and who he hoped would of taken over Wales.

“I really enjoyed my time at Bristol, especially working with someone like Pat Lam, who I have massive respect for. His philosophy on how to play the game is brilliant, and the way he coaches players is exceptional.

He’s also done an incredible job building the club—not just what you see on the pitch, but the structures and systems behind the scenes, which often go unnoticed in the media. The setup at Bristol is outstanding, and I took a lot from his coaching.

I brought a lot of what I learned from him into the teams I’ve worked with. If I had to have picked one person to coach Wales, it would be Pat Lam.

In Wales, we don’t always have the physical size that other nations do—we’re not South Africa or Argentina. So I think our strength lies in playing a smart, fast, attacking brand of rugby. That’s our unique identity, and Pat is the kind of coach who could’ve bring us back to that.”

After a success period with Bears, in 2021 he swapped Bristol for Worcester.

Following Jonathan Thomas to Worcester Warriors, Norris became a recruitment analyst. Charged with shaping the squad’s future, Norris used data like a compass, pointing toward promising talent across the Championship and beyond. Norris elaborates on the Worcester move.

“At the time, I was working at Bristol, doing lineouts alongside Jonathan Thomas. When he left to join Worcester, he approached me and asked if I’d be interested in coming on board as a recruitment analyst.

“It’s an area I’m really passionate about—using data and numbers to support recruitment decisions. Football has done it well for years, and I genuinely believe it can work in rugby too. Leicester proved that two years ago when they won the Premiership.

We got off to a great start. I sat down with a football analytics company, and together we built a data‑driven system tailored for rugby. Things were going well—until about three months in, when unfortunately, the owners pulled the plug on the recruitment project.”

Of course, the struggles Worcester went through are well documented. Norris stuck it out until the end with unwavering commitment. From the flickering embers of the collapse, sparked a rebirth. The Warriors will return to the Championship next season. Norris expects them to make an immediate impact.

“From what I’ve seen, the recruitment at Worcester is really exciting. Matt Everard is an exciting young coach who’s come through the English system.

“I think they’ll do very well next year. I wouldn’t be surprised at all if they’re back in the Premiership.”

Worcester’s collapse would mark the last Norris was involved in pro rugby, for now. It prompted a return. Now, he helps nature local talent with the Bridgend Ravens, and Bridgend College.

From Porthcawl, rugby was always going to be apart of him. In the county of Bridgend, it’s not just a game. It’s a way of life. Norris is apart of a stacked Raven’s coaching team, alongside the likes of Scott Baldwin and Matthew Morgan. Bradley Davies who was the team’s forwards coach last year has joined the Scarlets. Norris how much he will be missed.

“I was absolutely gutted to see him go. I worked closely with Brad last year—he’s a top bloke and really knowledgeable when it comes to lineouts.

“He also brings a great sense of humour to training sessions, which is so important. You’ve got to remember, a lot of these boys are working 9 to 5 and then coming to train, trying to perform at a semi‑pro level. Brad always lifted the mood, kept the energy up, and there’s a lot to be said for that.

“I’m genuinely chuffed he’s got an opportunity with the Scarlets. I think they’ve made a smart move. They’ve brought in a very good young coach who can add real value to their setup.

“Good luck to him—I want nothing but the best for Brad. He’s a top bloke, and you always want to see good things happen to good people.”

The Ravens endured a mix bag of results last season. Yet, they made a formidable charge in the latter stages of the season with big wins over Llandovery and Swansea. In a squad with a lot of talent, I asked is there particular player who stands out. Norris pick has quietly been making a name for himself.

“Ryan Wilkins—I’m genuinely surprised none of the regions have picked him up.

“For his age, his skill set, and the kind of person he is, I think he’d be an asset to any team.

And if you look at how he performed toward the end of the season, that just confirmed it for me.”

Norris isn’t just helping the team now but preparing for the future.

In 2005, Gareth Nicholas and Paul Adams create the player pathway program at Bridgend College. It has grown tremendously since its inception. Many great rugby minds have joined the program over the years, to help young players develop not just as competitors, but as people. The likes of Craig Warlow, Paul Watkin, and Matthew Morgan. Norris is apart of the coaching staff, for him its reminiscent of his first coaching role.

“Helping young players develop—it’s huge. When I look back to when I started coaching, I began with the Porthcawl Under‑14s.

“Some of those lads went on to make district teams back when that system was still in place, and even progressed to the Ospreys U16s.

“There’s a real sense of pride in seeing someone grow and develop like that.

“In many ways, it feels like I’ve gone back to my roots.”

You can take a lot from Norris story. It proves that if you put in the effort, you can achieve anything. From Porthcawl U14s to the Exeter Chiefs, it’s a tale of resilience of commitment. Success follows those who shape it, and Norris has done that. Wherever the road leads next, expect something extraordinary.