New Stoke City academy boss Steve Holland began work this week.

Holland told The Sentinel: "The club is more committed to the Academy than maybe it was in the past. Chairman Peter Coates has driven it all really and you don't spend £5m on the training ground if you're not serious.

"Greater investment is required because this is a competitive business and this is an area populated by several Premier League clubs.

"For me initially, it will be a case of assessing everything from top to bottom and then making decisions on my observations at the club over the next couple of months. To take it to the next level, we will need additional staff."

He also said: "Recruitment is everything, but too many young kids have left Stoke at 10, 11 or 12 over the years, so the first thing is to make sure we keep our own."

Holland also refutes any fear of a possible collision course with Stoke boss Tony Pulis who, while supporting youth development, has criticised the Academy system for being too soft and bureaucratic.

"I've spoken for a couple of hours with Tony," said Holland, "and I don't see there being any problem with that at all. He has his own ideas, but he spoke enthusiastically about the Academy. I went unannounced to watch the under-18s last Saturday and he was there watching all the time I was there, so there's interest there for sure.

"The challenge for me is finding players Tony will be interested in and want to put in his team. I'm sure if we come up with a Dean Ashton, he'll be happy."