When the conversation turns to Welsh rugby’s golden generation, names like Jamie Roberts, Alun Wyn Jones, Dan Biggar and Rhys Priestland may dominate the headlines. But behind the scenes, another Alun Davies was quietly shaping the futures of these stars, not just on the pitch, but far beyond it. For nearly three decades, Davies is seen as one of the leading practitioners in athlete personal development, pioneering a holistic approach that helped players balance elite sport with education and career planning with a performance lifestyle philosophy. His work, once embedded in the Welsh Rugby Union, is now empowering a new wave of Welsh student athletes across multiple sports, including Olympic hopefuls and international champions at Coleg y Cymoedd, currently the only further education college in Wales to be awarded TASS (Talented Athlete Scholarship Scheme) dual career centre accreditation. Davies, who is fondly knows as "Ace", was a key figure when Welsh rugby had one of the best academy systems in the world game and played a pivotal role in developing the so-called "golden generation" of players including the likes of Roberts, Priestland, Jonathan Davies and Sam Warburton. Aspiring professional rugby players can sometimes focus too much on what happens on the field but Davies was responsible for ensuring everything was in place away from the game to allow them to develop properly. Sign up to Inside Welsh rugby on Substack to get exclusive news stories and insight from behind the scenes in Welsh rugby. "In 2003 I was one of six coordinators who set up the Performance Lifestyle programme across the UK," Davies tells WalesOnline. "I was the person who brought it all together for the players off the field. "If a coach had a gut feeling there was something bothering the player he'd just pick up the phone and say can you have a conversation with this player because he's been a little bit moody and quiet. "99% of the time I'd meet the boys regularly and ask them how school or uni was going or how things were at home or in general. "I guarantee they'd say they were struggling with something. "I had boys ringing me about education clashes, career decisions, lifestyle issues, broken relationships with their girlfriends or even asking my advice on how to deal with agents. "I'd work with them individually and independently while also challenge them by placing them out of their comfort zone because if they self-manage more off the field they are going to be performing better on the field. "A big part of my role was ensuring players within the pathway were put on the right path off the field from an educational point of view but also in their personal development life." Davies insists Welsh rugby could do worse than replicate what it did between 2003 and 2011. One of the biggest threats to Welsh rugby is the number of players between the ages of 16-20 who take up educational offers at prestigious English institutions like Clifton or Sedbergh who then go on to sign contracts with Gallagher Premiership clubs. Davies firmly believes no two situations are the same and has urged the WRU to become more flexible and adaptable. "Back in the day when a player was being touted across the bridge I'd arrange a meeting with the player and his parents," he said. "I used to go 'OK, so what's the offer?' I was being very logistical then by saying 'OK, it's brilliant if you go to Millfield, Sedbergh or Filton. But what's the cost to you and your family?' "Parents would then start talking about free scholarships and I go 'no, no, no'. "Don't forget he's not playing up the road in Pontypridd . "They quickly worked it out and it's going to cost us an arm and a leg in travelling and time off work. "Half of these people don't know what's on offer in Wales because the rugby programme at somewhere like Coleg y Cymoedd can easily compete with England opportunities. "Alex Mann and Cam Winnett are two recent Wales internationals who came here but that's the way you sell it early on. Join WalesOnline Rugby's WhatsApp Channel here to get the breaking news sent straight to your phone for free "They need to make an informed decision because they make a decision to go to Filton or Clifton without even knowing what's available here, on their own doorstep. "It's all about early intervention to get the parents talking about it and buying into it. "I remember Jamie Roberts didn't actually apply for any university in Cardiff or Swansea . "I had already worked with Jamie during his A levels, and he actually sat his exams in Argentina during the U21 World Cup, so I already knew what he was planning. "He had an offer in Southampton until we intervened and stated, ‘What if he could stay in Cardiff to study’? Two individuals aren't alike. "I remember those in charge of Cardiff at the time saying we want him here 24/7 and others stated ‘no way can he study medicine and play professional rugby', and I said 'no player is here 24/7'. "They used to tell me to sort the players off the field as long as they are here for every session. "Jamie never missed a session because we were able to adapt his learning by working with the university. "I also remember people saying Rhys Priestland would never make it as a professional rugby player and he went to Bristol University for the first year to study economics. "The head of rugby there was a guy called Bob Reeves who later became president of the Rugby Football Union, who ironically coached Davies during his playing days at Clifton RFC. "Within a year Dai Rees, the-then Wales U20s coach, saw Rhys and went 'hang about, he's good enough to be our Wales U20s outside-half'. "The Scarlets soon wanted him back and I intervened saying there's no way we can get him travelling back to Llanelli from Bristol. "I thought 'let's see if we can get him back to Cardiff University ' because he'll only be training for three days a week in Llanelli. "He did that in his second year and the third year when he was offered his first senior Scarlets contract he did his third year in Swansea University. "So, he's the only person I know who did his full degree at three different universities. "You have to be flexible and adaptable, as you can't have a one-size-fits-all approach." Davies, who played first-class rugby for Neath, Llanelli and Maesteg , began his journey in earnest back in 2000, when he became the WRU’s first athlete career & education (ACE) adviser. Over the next decade, he helped redefine what it meant to support a professional rugby player, in particular off the grass. He became one of only a handful of accredited and qualified practitioners across the UK. His role at the WRU is well documented but he has also held a similar job at Harlequins and played an important role in England star Marcus Smith's development. Davies has also worked for Sport Wales, been CEO for Wales Netball, a period at University of South Wales then working for the Welsh Rugby Players' Association before a two-year stint supporting dual career student athletes at Swansea University and is currently the Dual Career Lifestyle Advisor for Coleg y Cymoedd, supporting national and international athletes across sports such as athletics, table tennis, netball, basketball and ice hockey, amongst others. He believes he still has a lot to offer Welsh rugby and is puzzled why the likes of Leigh Jones, Dai Young, Aled Walters, Stephen Jones, Mark Bennett, Robin McBryde and Dai Rees, among others, are not sought after or consulted by the WRU. “Welsh coaches and high-performance specialists are highly sought after and celebrated across the global sporting stage, yet here at home, many of these world-class professionals appear to be either shut out or ignored completely," said Davies. "Despite proven success in elite rugby environments, individuals with exceptional credentials in coaching, leadership and performance management are being overlooked by the WRU. "I personally know of seven or eight such individuals who have received little to no meaningful engagement. "Their exclusion from the WRU’s strategic and operational framework raises concerns for me about how we value talent and the culture of leadership within our own system. "Within our own structures here at home, these same individuals often find the door closed. Get the latest breaking Welsh rugby news stories sent straight to your inbox with our FREE daily newsletter. Sign up here. "This includes specialists with proven high-performance credentials, leadership experience, and a track record of success in elite high-performance rugby environments. “There is a perception, shared by many within and outside the game, that the WRU may be operating in a way that inadvertently protects the status quo, rather than embracing the intellectual capital that could drive innovation and performance. "I worry that this may stem from a fear that their capabilities could unintentionally highlight shortcomings within some current post holders. "In high-performing organisations, both in sport and business, it is standard practice to harness the insights of those with deep domain knowledge. To do otherwise is to risk stagnation. “From my own perspective, and echoed by others I’ve spoken with, there seems to be a reluctance to include and bring highly competent Welsh personnel into the fold. "It’s a concern worth addressing, as fostering a culture of openness and excellence should be a shared goal. There are some good people doing their best but even some of these are juggling two or three coaching roles." As Welsh rugby continues to evolve, stories like Davies' highlight the value of investing in player development both on and off the field. His experience offers a reminder of the positive impact that a holistic approach can have on individuals and the wider game.