Jeff Mostyn | Extraordinary Life Stories

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0:42Come share the warmth of stories passed down through generations. This is a place with a past that is fully present today and all yours to explore. Plan your Scottish escape today at Expedia.com slash VisitScotland. This is what I need, a cheque for£100 ,000. Are you going to give me that? If you shake your head, I will liquidate the club live on air. He said the club will not make the weekend. And I nodded. Only person I've ever asked to come back and film a movie for a second time. Undoubtedly the greatest story ever told, particularly in football. I thought, you know, when I stepped down from the football club, I still have this subliminal sound in my ears.

1:26Jeff, you have to write a book. So almost warts and all, I decided that that's what I wanted to do. From administration and very nearly disappearing as a club to being fourth in the Premier League. Well, it is in every way, shape or form a rags to riches story.

1:49Jeff Mostyn, welcome. Thank you, John. Privilege being with you. always the only person i've ever asked to come back and film with me for a second time well i hope it's for the right reason that it's not a retake of the first i just think you're you're a legend and with the two major milestones since we last filmed together you've launched your new book and you've turned 80 years old and you look incredible thank you so that i want to go straight in on that what's in your water what are you doing jeff to be so bright-eyed bushy-tailed looking so fit and young. Thank you. Well, I think I'm blessed with a young family.

2:30You know, my gorgeous wife of, you know, 44 years, Rosie, keeps me certainly mentally active. And I've had the great honour and privilege of working with young people at the football club for the past 20 years. So I've always maintained the four inches between your ears are probably as vital an organ as anything else you have and it's that I think you know mental activity you know at my age and also my manager of over you know 15 years Eddie Howe always whenever he saw me he said chairman you are definitely the world's oldest teenager and I think I act like it but it's I think that keeps me healthy and mentally alert.

3:15You came in to the studio and you're already talking to people that clearly were loving your company you know you made them feel special when we when we peeled you away to come into the studio there I can see them looking at me going he's lovely you have that with everyone but you're giving that you're giving that as well as receiving if you like you know so I want to know is that always how you've been because going back to just having turned 80 there's no light dimming there's no kind of like change if anything you're amplifying I think that energy has intensified, if anything, as I've got older rather than diminished.

3:51And if I had the answer to that, I would literally probably be calling you by Zoom from the Caribbean with a cigar and a glass of champagne. I've suddenly discovered eternal life. I don't know what it is. I think I am sort of energized. I love being with people. And I think I've always felt God didn't give me very much, but he gave me an enormous amount of enthusiasm. And somehow this uncanny ability to make the vast majority of people I meet feel special. You can't be everything to everybody. And I know there are people that, you know, dislike you for whatever reason. And I always accept that.

4:34But I think that I'm a great believer in mirror effect, that, you know, if you are positive and cuddly, then people will want to respond yeah you're living proof of that and actually you know joking aside you you use the sort of analogy of calling me from a desert island with a cigar and i ask what's in your water it's not a product it's not a morning routine it's not any supplements you're taking it's people and i think that's what really connects us is our currency is people yes and the fact that you name some people and you could name countless others that are the people that you know make you feel alive if you like and fair play to you because from an aging goals point of view i mean i was fortunate enough and thank you for inviting leslie and i to your birthday recently and the room was full of love there were football legends there there were family and you know you you're entertaining all of us we were barely laughing so i i hope in any way i can be anywhere close to you know being like you when i'm getting to 80 years old mate well i'm sure i'm sure you will be you're so enigmatic you're full of vitality you know if I can repay the compliment you know you look a million dollars you know you look like you're sort of training you know 18 hours a day and I think that that will certainly stimulate a long life and a healthy one you're an inspiration to me and to many people and on that you have just brought your new book out now I've been able to stay very much in touch with you through this journey I want to know kind of the why and then how that journey's been, the good and the bad.

6:32Learn more at schwab.com slash trading.

7:02television's daredevil born again streaming only on disney plus um it's an interesting an interesting question i think the why is that almost subliminally over the course of you know my period of time at the football club whenever i've been giving interviews you know whether it's in the uk whether it's been in america wherever i've had a platform to speak um even sort of in public events at the conclusion of whatever I've had to say which is normally my story people have said oh my god Jeff you have to write a book this is one of the greatest stories ever told certainly from the sporting aspect because very few people knew anything about me as a person so I thought you know when I stepped down from the football club I still have this sort of subliminal sound in my ears Jeff you have to write a book and talking to my wife Rosie she said I think it will be really cathartic given the emotion of actually stepping down so almost warts and all I decided that that's what I wanted to do and the journey so so from all the people that can contribute and collaborate to to bring undoubtedly the greatest story ever told particularly in football you know and and I think it's worth elaborating on that for anyone that hasn't and doesn't know who you are and what you've done and then going back to the book you know piecing that together getting that to be how you wanted that to be because that's a really personal legacy if you like absolutely that you've presented and I know that what it means to you but yeah just for anyone that is watching listening for what's he done and so on tell us the story well first of all putting the book together you know when I first met the publishers you know they said this will be you know an absolute you know journey of joy it's been completely the opposite of that you know in many cases when I thought it would be cathartic it's only been the cathartic part has been telling the story they're putting it together when you have absolutely no idea of publishing and you know all the pitfalls of having to get permission for photographs you know we got to the 11th hour with a picture of you know me and my manager Eddie Howe at the promotion party and suddenly and this is almost gone to print when we discover it's a Getty image and not only seeking permission from Getty to publish it but then understanding the costs involved so you know I quickly sought an alternative from the Bournemouth Echo, not quite as universally recognized, you know, in the Hollywood, you know, the Bournemouth Echo, but it's a replica of the image that we wanted.

9:55And it was even things that are litigious, you know, in the book, you know, you just have to make sure that everything is documented accurately and you're not leaving yourself open to any litigation afterwards. and I think also the fact that I've narrated the book you know probably over 50 hours of narration to my book manager and this is an interesting funny story so my book manager Ed Bowers he's a prolific podcaster and I had the privilege in 2023 around about this time October of being a keynote speaker at the Women's Global Football Conference in Athens and Ed was one of the moderators along with Mark Clement from the BBC who's a really dear friend of mine and I you know gave Ed an idea that I was looking to write a book and the reasons why because it came out in my presentation you know saying that I've always been told this is the greatest story ever told you must write a book he very sharply picked up on that would you like some help so he's put it together with me but it was only halfway through when he had told me he was dyslexic so I've now got a dyslexic book manager and it was just some crazy moments where from that point on I wasn't even concentrating on reading the manuscript you know I think we've had more copies of the manuscript than the bible you know this would have filled you know shelves in the British library and I've been looking for any errors you know in pronunciation bearing in mind that I left school at 15 with no qualifications at all so hardly qualified you know to articulate how this book should look so we've had a bit of fun on that but it was his idea to have perspective writers in the book and I think that that idea alone is a genius idea and of course I'm forever grateful humbled and honored that you have actually written a perspective that's in my book i mirror that back to you i mean to be part of anything that you've done to tell your story and to have any contribution thank you for asking me no i mean you know the journey uh that we've enjoyed together and to have your you know deep expression you know of care love in the book is very meaningful to the people that will read it because I prefer other people to speak about me than for me to speak about myself and I think it breaks up the narrative you know when you have so many high profile people writing in the book they see a different side of me to the side I see and you know what I also love is the contribution that Rosie has made in my life and my journey and that the vast majority of prospective writers have actually spoken about her in glowing terms.

12:58And, you know, she deserves that because it has my name on the book, but this book is about both of us. I've seen you together lots of times, as has so many people that contribute to the book. And, you know, you are a power team. And, you know, the story, you know, being chairman of AFC Bournemouth for 16, 17 years and what you did, what you achieved. and from where you came from. You know, she was by your side her way through, still is now, and going back to the recent time I spent with you. In fact, even her spotting me in London last week for your first book launch, you know, just, you guys are just so, such a lovely unit, and love is at the heart of that.

13:40And I think that's the key thing that I know will be flowing through your book is the love for people for you from people for you i touched on it in a minute there would be certain people that just won't know what the story is and sitting here now um coming towards the end of october afc bournemouth i think our third in the premier league fourth fourth yes okay i think i think it's only alphabetically now i mean i lived in bournemouth for a good part of the 12 years of my life. So by default, and Leslie was good friends with Vicky Howe and still good friends with Claudine Tindall. So without being a fan, because I wouldn't go as far to call myself that, you can't help but show an interest and check what's going on, gone to some games, lots of friends that are involved.

14:29And so back to the whole kind of journey that you've been entwined in and sensual to, that whole from administration and very nearly disappearing as a club. to being fourth in the Premier League. Just without it being something you've got to go into a huge amount of detail, just articulate that story. Well, it is in every way, shape or form a rags to riches story. I think I said when we, the night we got promoted, when we played Bolton Wanderers, you know, we were promoted in principle, which did have one game left. And I had a microphone, you know, pushed in front of my face, you know within a minute of the final whistle going and asked what my current thoughts were and I don't know where I conjured it from but I said that if Hans Christian Andersen could ever have written a fairy story about Bournemouth this would be the very night it would be launched this is a story that should never have happened you know the smallest club ever to grace the Premier League almost going out of business 10 years prior to me buying the football club buying the football club in circumstances where I should have been sectioned you know for buying it it was my heart not my head and then you know again putting it into administration funding the administration because of my loyalty and commitment to the football club deciding with Rosie that we'd had enough when we thought that they had got a buyer for the football club Rosie and I went off to Spain just to sort of relax decompress from you know the period leading up to that administration where we had death threats I had death threats Rosie my children had death threats and you can never understand why people would look at somebody who is pouring huge sums of money all relative to what people pour into clubs today into a club that he didn't even support when he bought it.

16:36You know, I'm born and bred in Manchester and been a lifetime Manchester City supporter. So I could never, ever understand, you know, what goes through people's minds. But there was this, always this early suspicion of why would somebody from Manchester come and buy a football club that he didn't support? You know, he wants to asset strip. Well, you know, with a slight level of exaggeration, there are more assets sitting on this one table okay let's include the table so I can moderate this than there was in the entirety of the football club we didn't even own a table so in terms of asset stripping there was nothing there so I think 20 years later I've got over that suspicion and you know now I'm you know certainly accepted by everybody as being the man that saved AFC Bournemouth but it was you know it is that story I'll never forget the time when Gerald Krasner the administrator phoned me in Spain almost I'm not going to do a you know a Yorkshire accent but it was you know hey lad get your back here the deal's fallen through you're back in the seat and on the flight back Rosie and I decided that we were not going to invest any more money in the football club.

17:50I'd spent 20 years providing financial advice to the armed forces, building up a successful business. And that was also embarrassing, you know, why I bought a football club as a fully qualified financial advisor. I mean, today I wouldn't even take my own advice, let alone give it. But we decided enough was enough. And we finally get back to Bournemouth. And Gerald Krasner said, we're holding the monthly press conference. This is what's going to happen Jeff I need a check for another hundred thousand pounds you're going to stand at the back of the press conference I'm going to ask you the question you're going to nod if you're going to give me the check you're going to shake your head if you're not going to and in fairness to Gerald he said I don't know why you're continuing and that was a question that was asked at the launch and I had to give him credit especially as he was present and I stood at the back of the room he asked me the question and I didn't hear a word that he was saying my mind was spinning Rosie and I had said enough is enough that was a commitment when I left home that morning and I said Gerald could you just repeat the question I knew what the question was buying some time I need to buy I need to buy some this is a literally a fundamental you know part of our life now You know, this was a sliding door moment, not just for me.

19:12And I think this turned my mind. It wasn't a sliding door moment for me. And I'm a great believer in sliding door moments like the day I met you. that suddenly 400 ,000 people are going to be affected in the community because football clubs are the centre of influence in any town, in any city. It doesn't have to be Real Madrid or Tottenham Hotspur or Arsenal or Manchester City. It can be Rochdale, it can be Oldham, it can be Blythe Spartans who we actually played. That is what people live for. You know, it is the game, you know, the global game with over three billion people syndicated watching these matches every single week.

19:57So I stood, composed myself and then asked him to repeat the question. I just needed a little bit more time. And he said, Jeff, I'll just repeat the question. This is what I need. A cheque for£100 ,000. Are you going to give me that? He said, if you nod, then we go on. if you shake your head I will liquidate the club live on air and in his words he said the club will not make the weekend and I nodded and when I got home Rosie said sweetheart you don't have to say a word I know what you would have done powerful and you know what Jeff you know I know the story and I asked you to share it because anyone needs context but you know even hearing it again and you said it the emotions you had death threats but the emotions of people that that was their livelihood that was their pub banter that was what you know countless people talk still talk about around the dinner table you know um in their evenings you know and so it's just amazing to think that at that moment almost like without in any way relating it to you being the emperor and the thumb up thumb down but at that moment you had that decision to make and then the journey of to right now and I want to I want to take you from from where we are now to kind of where you think AFC Bournemouth can go and what I mean by that is that right now that's a European position and without having started off as a fan you know you are now you know it's you're part of the DNA of the club so your beloved Manchester City is is that sort of boyhood uh kind of uh fan club we've liked but Bournemouth's entwined with you can Bournemouth go to places that they've only ever properly dreamed of can they make Champions League European football well you know the strap line that we created you know during my tenure was together anything is possible and I think that's probably a very good answer to the question because I think they are united the way that we were you know I'm extremely humbled but proud of the legacy that I have left and it's not just my legacy you know it's the legacy of Maxim Deming had I not met Maxim the club would not be in the position that it is today or the position that I left it in when I stepped down before Bill Foley took over in December 22 and I just think under the new stewardship I'd like to pay my respect to you know to Bill for what he has achieved since he's taken over it's a different kind of club now as it would be under American ownership you know that it's they have a different style different management structure a different executive structure Jim Fravola you know doing an amazing job as the president of business and somebody said to me last week you know you've now got more vice presidents and presidents than the White House.

22:59I think they're probably operating in a more sustainable manner without getting too political or critical. But it's an evolution. It's an evolution. And, you know, the training ground now, the performance center, as it's called, is absolutely state of the art. Remember, Maxim actually bought that under our tenure. so he set the groundwork, the foundations for that and then Bill's taking it to another level, expansion of the stadium, which was inevitable once the club got control of it, otherwise you were building somebody else's house, you don't want to buy a one bedroom flat and turn it into a 15 story multi-purpose office block if you don't own it.

23:44So I understand why he waited. under Andoni Iriola. It's just the most incredible transformation of style, energy. I think, funny enough, I'm even speaking with more energy, just talking about the energy of the football club, you know, the high press, the counter-attacking system that he's evolved. We sell practically all of our back four in the window for over 200 million pounds, get replacements who, if anything, are better. Tomorrow morning is knocking. Stock your fridge now. How about a creamy mocha frappuccino drink or a sweet vanilla, smooth caramel maybe, or a white chocolate mocha? Whichever you choose, delicious coffee awaits.

24:32Find Starbucks frappuccino drinks wherever you buy your groceries. Ray-Ban Meta lets you explore the world without a screen getting in the way, so you can stay present in the moment. Hey Meta, tell me what kind of dessert this is. That's a Stroopwafel, a Dutch waffle with spiced syrup in the middle. Is it sweet? Yes, perfect for a snack or dessert. Mmm, delicious. Get answers on the go without interrupting your flow. Ray-Ban Meta, iconic style meets Meta AI. Available at Walmart and other authorised retailers. A lot of people were worried then, right? A lot of people around me here are proper fans.

25:09Including me, because you think, right, is the club based now on monetisation or is it based on, you know, steady progress, sustainability and success? Very difficult to get those three components in one. It's difficult to get one, as we see with football clubs and with football managers. You know, while you and I are speaking, you know, we could have lost two or three. You look at the recent one, five weeks or five games. So I think the club can reach whatever it wants to achieve. and without being part of the inner sanctum now although I'm ambassador for the Community Sports Trust which I love working with Steve Cuss in the community I think the club can reach the peaks at some stage there has to be some stability in terms of the playing staff you might get lucky ones turning over four players and then instantly having success very difficult to integrate in particular overseas players with both language and style into the Premier League to get off the blocks in a running position rather than a walking position.

26:20So all credit to everything that the new ownership has done. And of course, it fills me with joy and pride to have been part of that journey. And I know my legacy, you know, will, you know, will last forever. And somebody said to me a couple of years ago when I was invited out to the Qatari World Cup. This is a, you know, a very famous England manager who joined on the trip. And he said, Jeff, you know, your legacy will last forever. He said, if the club are relegated this season, and remember that season we were in a relegation spot, it's not on your watch. But if the club continue to, you know, enjoy success, which I know you want it will be because of the foundations that you lay so I'm not taking any credit for what is happening now it's a new regime but I think to be part of the story to be part of the legacy Maxim Deming said to me once even in Russia we build houses from the ground upwards and I think that was one of the most beautiful things he ever said to me because I was lavishing him with praise and he didn't enjoy taking the praise he wanted to spread the word amongst those that enjoyed the journey and of course I was only one part I was the chairman I was the common denominator but we had the most incredible executive team we had the most amazing management team we had the the most amazing manager Eddie Howe who has you know if I can mention it once has written the forward for my book i think i've done well for 30 minutes and and i think that you know that story you know will always be read as part of the history of this great football club yeah and i love you know there's so much there jeff foundations layering and and and so humble and you're right you know it's a different club now different ownership and and just even managing that from a change of identity and and i know that in our conversations that's been something that you've you've watched from afar and you've had to sort of process and deal with but with dignity and with um always full support because it's it's you know you know the club's bigger than any one person and yet you know it's it's entwined into your story just i want to finish on leadership because you and I are friends and we talk completely openly, but at any one time you were the chairman.

28:53So you ultimately created an amazing management team that you glow about, but the leadership and the direction came from you. But you are the nicest person I've ever met. said heartfelt and there are so many people in business um that have risen to the top through perhaps not being so nice you know and i don't mean any disrespect in context or any worse but the point is that they haven't probably been able to be so nice to get there they've had to tread on people they've chosen to tread on people they've um sacrificed being nice by being ruthlessly efficient and um you know focusing on the business side of things so there's that expression the nice guys don't win well I want to know how you blended being Jeff Mostyn the human being a lovely guy but also going through this incredible journey from the nod to taking Bournemouth to the Premier League and still being such a nice guy um it's very difficult to answer that in you know just a couple of minutes it's it's a long journey um I just think it is you know being you know it's being who you are um you know I think that so many people try to emulate others that they see as successful but it's very difficult that you know I will never be John Reynolds um and you know you will never be Jeff Mostyn because I don't try to be so for me one word would sum me up authentic.

30:26I like to think that my authenticity and my ability to empower people generated that desire to want to work together as a team in harmony to create the together anything is possible without and stripping out the egos that you generally find amongst an executive team. And I think there's also a key in recognizing the dynamics of individuals in an executive team and a management team and everybody from the ground up, you know, from the person that meets and greets at our front door or the car park. and try to, I suppose, create the harmony that is required to make any business successful as a business rather than to make any one individual successful within that business.

31:22And I've always thought that when you're working for an organization, you are in some way, shape or form, some form of ambassador. and ironically ambassadors always sort of believe they're a small part in a big cog well I actually think that they are a very big cog in what might be a very small organization and as long as you empower somebody and this this gift that I have of trying to make people feel special and valued creates the best in any organization yeah well I'm so glad you said that yourself because the articulations we'd i'd add one more word integrity i would describe you for as authentic as anyone i've ever met but integrity sits firmly alongside that and you know i was looking forward to this conversation i don't want it to end but we've run out of time but to invite you back to have a conversation that i so look forward to didn't disappoint i hope you've enjoyed it jeff all right john i'm truly truly humbled to be sat with you and your incredible team today um it's an honor and a privilege for me to be able to share my story and to share my story with you is a wonderful day i don't care what happens no i think the building yeah no the best highlight of the day right here jeff thank you very much you're a legend

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