Having sold 40 per cent of influencer marketing agency Goat in 2021, Harry Hugo had made his fortune at 26 and, by 30, realised he could afford to pursue purpose rather than instant gratification. After a friend suggested buying a football club, Hugo built a matrix to rank non‑League teams within a 50‑mile radius of his home. Leatherhead topped the list, but after a failed takeover he turned his attention to Farnham Town, the club where he grew up, which sat two tiers lower in the pyramid.

The takeover was completed within five weeks, and Hugo inherited a rudimentary setup: a basic clubhouse, a stand behind the goal, and a concrete wall around the pitch. Under manager Paul Johnson, Farnham finished sixth in the Combined Counties Premier Division South in 2022/23, then won that division with 108 points in 2023/24. The following season they captured the Isthmian South Central Division with 102 points, and in 2025/26 secured second place before beating Gloucester City 5‑1 in the playoff final to reach the National League South.

Hugo embraces comparisons to Wrexham, noting the shared focus on media, brand, and fan experience. Farnham’s rise has been amplified by social media: Sidemen sponsorship, Peter Crouch’s mascot appearance, and TikTok star Harry Cooksley helped the club gain over 150,000 followers. The club’s “Non‑League Diaries” YouTube series mirrors Wrexham’s Disney+ documentary. Off the pitch, the Memorial Ground is being upgraded to meet league standards, with official capacity set to increase from 2,300 to 3,000 by March 31 2027, reflecting the club’s rapid, sustained ambition.