On 4 July 2011, after turning down a director of Rugby role at a Premiership Club announced that he would instead take on the same role at 'The Rugby Football Club (2011) Ltd', formerly known as 'Rugby Lions' in National League 3 Midlands, while Key became Chief Executive. Several high-quality players joined the new outfit, such as Ben Gollings and Leigh Hinton, which helped the Lions remain unbeaten all season (26 League + 5 Cup games), winning the League, automatic promotion and domestic cup in Back's first season.