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Liverpool Women’s Football Club have made a behind-the-scenes appointment that, on the surface, might appear straightforward, but carries with it a career story unlike almost anyone else working in professional football today.
The club’s operations department has been quietly strengthened heading into the new season, with attention typically fixed on first-team signings, managerial appointments, and transfer windows.
But the people working in the infrastructure of a football club, the individuals who ensure everything runs seamlessly before a ball is kicked, are often the difference between a well-run organisation and a chaotic one.
Liverpool Women have recognised that, and their latest addition brings a background that goes well beyond the typical pathway into football logistics.
Will Moore confirmed the news himself, posting on Instagram with characteristic understatement, “Week one complete. Stepping out of my comfort zone and into a new challenge.”
“Proud to begin this journey as Kit Manager at Liverpool FC Women and excited for what’s ahead.”
The words stepping out of my comfort zone are doing considerable work in that sentence, because comfort zones are not something Moore’s career has ever been built around.
Before arriving in football, Moore was a professional motorcycle racer.
He competed at British, European, and World Championship levels, a discipline that demands the kind of mental resilience, physical conditioning, and risk management that most athletes never encounter.
His racing career was cut short by injury, as is the case for so many elite sportspeople, but his response to that setback says everything about the kind of professional he is.
Rather than disappearing from elite sport, he pivoted into management.
He went on to serve as Assistant Team Manager for Great Britain at the 2017 Supermoto of Nations, effectively the World Cup of the discipline, overseeing the logistics of managing elite riders, mechanical teams, and international schedules at the sport’s highest level.
In the decade that followed, Moore built and ran his own businesses, gaining the kind of commercial acumen, supplier negotiation experience, and operational discipline that most sports professionals simply do not have.
When he joined Salford City FC as Kit Manager in 2022, he brought all of that directly into the football environment, operating under the famously high standards set by the club’s Class of ’92 ownership group.
At Salford, a Kit Manager is not simply someone who folds shirts.
It is a Head of Logistics in everything but name, managing technical sponsor relationships, travel coordination, inventory budgets, and the bridge between playing staff and the boardroom.
Liverpool Women have not signed a footballer.
They have hired someone who was a world-class athlete, an international team manager, a businessman, and a football logistics professional — all before most people settle into their careers.
Week one may be complete.
The story is just beginning.
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