Southend United chairman Justin Rees reflects on keeping the club alive to reaching the National League playoff final.
The first season under new custodianship at the Shrimpers ended in a heartbreaking loss to Oldham Athletic at Wembley.
Despite the defeat, the club transformed significantly over the past year, moving from near expulsion to contending for promotion and coming so close to promotion back to the EFL.
This progress reflects the collective efforts of coaches, players, staff, fans, and partners.
While the immediate goal remains promotion, the club is focused on sustainable growth, community engagement, and bringing joy to fans.
Acknowledging Oldham’s deserved victory, Southend looks forward to the next season with optimism, ready to pursue their ambitions together in nine weeks.
🖋️ “We’ve gone from fighting to keep the club alive, to daring to dream again.”
A message to supporters from club chairman, Justin Rees ⤵️
— Southend United FC (@SUFCRootsHall) June 9, 2025
JUSTIN REES SAID:
The first full season of our custodianship of Southend United ended in heartbreak at Wembley just over a week ago with an agonising defeat to Oldham Athletic in the National League Promotion Final.
It takes time to process the bigger picture after such acute disappointment. However, when we zoom out and reflect on the past 12 months, a great deal has changed.
From almost being ushered out the back door of the National League before a ball was kicked, to almost leaving through the front door on the grand stage of Wembley – the transformation in just one season speaks volumes.
We’ve gone from fighting to keep the club alive, to daring to dream again. That shift, in mindset and in momentum, reflects the extraordinary efforts of so many across the Club.
Coaches, players, staff, fans, partners; you are a united Southend and have made everyone affiliated with the Club proud.
The nature of football means there’s little time to dwell. One season ends, and preparation for the next begins immediately. Of course, our near-term goal is promotion, but we’re humble enough to know it won’t be easy, and sensible enough to pursue it with discipline and care.
Beyond that, we remain guided by the three core responsibilities we set ourselves as custodians of this great club:
• To bring joy to our fans through football
• To help the wider community within which we operate
• To run the club sustainably so it can serve future generations
By those measures, I believe we are firmly on track. And so, although we missed out on the fairytale ending, we head into next season with stability, purpose and optimism.
A final word on Oldham. Congratulations on a deserved victory. We didn’t get our dream, but they got theirs. A proper football club, owned and led by great people I’ve had the pleasure of meeting this season. We wish them well on their return to the EFL and will do our best to join them there soon.
Enjoy your summer, Shrimpers, and in nine short weeks, we go again – together.
Justin Rees
Chairman
After the playoff final, Paul Clark (Former Southend defender & manager) said while on on BBC Radio Essex: “I feel bitterly disappointed for the players and the management staff. I’ve been there, I know what it feels like and it’s horrible.
“They’ve done so well to get to where they are. With all the things they’ve had to put up with in the season, to come through that and get themselves here, to get that close is such a deflating feeling.
“The difficult part now for Kevin is to come back the next season, because they’re going to be one of the favourites next season.
“They’ve got to wipe their faces, lick their wounds and take real pride in what they’ve achieved. Unfortunately, it was just one step too far.”
Glenn Pennyfather (Former Southend midfielder on BBC Radio Essex):
“It leaves you feeling completely empty. Football is a cruel game, you work so hard to get yourself in this position and Southend have done that.
“Everyone associated with Southend United should be so proud of what they’ve achieved this season. They found momentum and got themselves into the play-offs and they’ve done well to get to the final and put in that kind of performance.
“If it wasn’t for the last 10 minutes or so they would have been back in the Football League, but as I say, it’s a cruel game sometimes and today they’ve come out on the wrong side of it.”
Here’s what Rees had to say three months ago…
Southend manager Kevin Maher proud but bitterly disappointed at playoff final heartache
Here’s how fans reacted as the Southend chairman reflects on keeping the club alive to reaching the National League playoff final…
@Simontimofish: Wow now that’s a proper chairman who lives breathes like Tom kev Darren Mark John and other members of the consortium and staff at the club shop and ticket staff
@tommy2holes: Great message. I hope we have a real go this season but we have to be smart with signings as we can’t just throw money around like FGR, York and Carlisle will do. Hopefully the management unearth some real gems and use the budget wisely.
@MWS8316: Hope you guys achieve your dream in 25/26. You have a great team, a couple of additions and be even better. You have a manager and owner who both ooze class. Good luck #shrimpers
@spnkydmn: Top club top fans. You guys was amazing at wembley and just unlucky to lost to us. Fingers crossed you start well as no team wanted to face you last season in the playoffs. They will all be worried this one. #shrimpers
@dancingdickie: Proper statement from a proper club, not like them spoilt brats from over the Pennines. I’ll definitely be looking out for Southend’s results next season. All the best Shrimpers💪🏻
@HarryConstabl13: The security I feel with COSU in charge is incredible. Top man JR
@IanClar80233928: Hope next season is your year. Proper club ran by proper people and some great fans who turn up in numbers week in week out. Best of luck 🤞
@samgoody23: What a man. Couldn’t think of a better group to be leading this club forward. Together 💙
@IanANichols: We all love to dream, I feel with you and the rest of COSU steering the club with a new culture and core values those dreams may well come true – thank you
@ConorSammon100: Top man JR 👏🏻
@ShaunMalone1997: How nice is it going to be to have a summer where all we have to worry about is how we’re shaping up on the pitch ahead of a new season, instead of how we’re doing off of it?
@FlakeCaptain: What a great statement, like us it seems you now have the owner you guys deserve, and I look forward to you joining us back in the EFL soon! Good luck for next season.
@foreverblue901: Good luck guys, I will keep an eye on your progress.
@ciaranmartin85: Oldham fan here. It was a pleasure to share Wembley with you guys. 2 proper football clubs. With proper fan bases. All the best for next season, your time will come
@Mossleytic: Absolutely class sir, all the best for the new season, hurry up and join us in The EFL back where we both belong. 🤞💪👏
@SmiffySUFC: People of Southend, support your city and support your football club. We are doing things right again and we’re on our way. The journey has just begun… 🦐
@CammyOA95: Absolute night n day between this, whilst losing the play off final in let’s be honest heartbreaking fashion, and the uggla wankstains bitching n moaning because they had a shit finish. Proper club with proper owners these lot. Hope they get back soon #oafc
@tom_db: Classy club. Had the pleasure of talking to a few Southend fans at FT outside Wembley who were humble in defeat. Proper football fans 🤝. Properly ran clubs ALWAYS bounce back, it took us 3 years, 100% you wont be far behind us
@DrugganLuke: I literally don’t think we could have wished for better owners, hoovering up all the best lower league talent on inflated wages for a tv show really holds no appeal for me, much rather do it organically and as the underdog
@dan_taylor12: Classy statement and proves that your football club is also in good hands. We got our dream outcome. I hope you follow us and we meet rightfully in the EFL in the not so distant future
@Anthony53719862: Top man !! Hope to see you soon in the football league, from an oldham fan #oafc #shrimpers
@BDDunbar: The whole of the other side of Wembley will be there keeping your seat at the EFL table warm.
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