BES is honored to unveil our official club motto heading into 2025: “Happiness and High Standards,” to be branded across our social media platforms as as #HappinessAndHighStandards.”

Created by and dedicated to the legacy of Carl’s father, Mr. Christopher James Ashley, the “Happiness and High Standards” mindset embodies our club values of humility and hard work amid a supportive, creative culture of commitment to one another. Along each of our individual
journeys, sharing happiness, hard work and laughter with those who have shaped us is vital to becoming elite.

Mr. Ashley’s life and work were recently celebrated in England’s Bury Times. Born January 1, 1961 in Dartford, Kent, Mr. Ashley was destined to become the eldest of three brothers, and a Tottenham Hotspur supporter. As a child, throughout adulthood and similar to BES’ philosophy on diversified positional exploration, Mr. Ashley explored many potential passions. These included theater, orchestral trombone, sub-aqua diving, rugby, swimming, cricket, 38th Woolwich Scout membership, karaoke and of course, football. Specifically, Mr. Ashley became first choice goalkeeper at school, and later played centre-half as well.

An avid Spurs supporter for most of his life, Mr. Ashley was behind the goal at Wembley Stadium in 1981 when Ricky Villa scored his iconic FA Cup Final goal. Past Bury Times reporting has seen the Fairfield Primary School community paying tribute to Mr. Ashley’s passion generally, and to his leadership during a school crisis under his steady watch. As Mr. Ashley’s brother Jon notes, Fairfield’s staff and the children gave Mr. Ashley aloving farewell assembly when he retired a few years ago. The assembly featured poems, performances and even video messages from Carl while abroad, Carl’s grandfather, and from Tottenham Hotspur legend Glen Hoddle.

Be sure to tag your BES soccer content with #HappinessAndHighStandards as we take on 2025!