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Hirst: It's Been Playing on My Mind
Sunday, 15th Feb 2026 10:35 by Kallum Brisset

Town striker George Hirst has admitted his dry spell in front of goal has been playing on his mind, but remains confident that hard work will see the goals return sooner rather than later.

Since netting twice in the Blues’ 4-1 victory over Queens Park Rangers in November, Hirst, who celebrates his 27th birthday today, has scored just one goal in his last 15 matches in all competitions.

Friday’s disjointed FA Cup exit at Wrexham emphasised Town’s struggles for goals from the centre-forward, where Kieran McKenna’s much-changed side failed to register a shot on target in the 90 minutes.

Hirst, who had to recover from a minor groin injury during the Christmas period, says that is simply the life of a striker and that he is working relentlessly to find his goalscoring form once more.

“That’s been something that’s been playing on my mind a little bit recently and I’ve had chats with the boss about it,” he said. “As a striker, you go through ebbs and flows throughout your career and it’s never going to be plain sailing the whole way through.

“It’s probably the first period that I’ve had since I’ve been at Ipswich. I find myself getting a little bit too eager and a bit too keen to try and get a goal, do something amazing and get the fans on side.

“I’ve spoken to the boss and am speaking to the coaches, it’s just doing the basics, working hard and doing what I do for the team and the goals will come.

“All I can do is keep working hard every day in training and putting the work in behind closed doors. If I keep doing that and keep doing the right things, the rewards will come.

“I’d like to think I’m quite a switched-on lad. I probably think a little bit too deeply into things too much at times rather than just playing my own game and stuff like that.

“Of course, you can overthink stuff and you can let it get to you more than it should do. You’ve just got to trust in your ability to put the work in day in, day out and come through the other side of it no problem.”

Despite the mood surrounding the Blues’ cutting edge, Town find themselves as the second-highest scorers in the Championship with 51 goals in 30 league matches this season.

The left-wing position has been by far the biggest contributor, with Jack Clarke (12) and Jaden Philogene (nine) providing 21 of those on their own.

Clarke’s form is particularly strong, with only Swansea City’s Žan Vipotnik having found the net more often in the Championship so far this campaign.

Hirst said: “We’ve been scoring from a lot of different areas. We’ve done really well on set pieces and that side of the game as well.

“People go through the season, people are hot and cold and you just hope that you’ve got people who can pick up the slack. Clarkey and Jaden have been absolutely flying on the goals front.

“Clarkey’s still fit, Jaden’s hopefully not too far from coming back and as a forward unit we can all keep chipping in.

“The cliché is like London buses. You wait all that time and then the next thing you know, you get one and you’re off and running again. That’s the life of a striker, I wish I could score every single week but that’s not the reality of it. Keep working hard and put myself in the right positions and the goals will come.”

On dealing with criticism that has come his way, Hirst responded: “It is what it is, I’m not really too bothered. Everyone is entitled to their opinion. When I’m scoring, it’ll be good things being said, and when I'm not scoring, it will be not so good things being said. That’s the life of a striker.

“It’s not something I’m alien to, I’ve been around my dad a lot walking through Sheffield when I was younger and I’ve heard a lot of things that have conditioned me.

“People are more than entitled to say whatever they want to say, I take it on the chin. If I’m not scoring and they want to say something, get back scoring and you don’t have to listen to it.

“All I can do is put myself in the right positions at the right times and the goals will come.”

Hirst’s father David was also a centre-forward, going on to become a legend at Sheffield Wednesday while also earning three caps for England during the early 1990s.

The Blues striker says having his dad around during tougher spells can be hugely beneficial.

“Of course, he’s been through it himself,” he said. “You speak to any striker, they’ve probably been through a little period of time where they’ve not got on the scoresheet at some point and confidence isn’t flowing through your veins as much as it has done at times.

“All you can do is keep putting the reps in training, get to a matchday, and keep doing it and doing it. If it doesn’t come off, you keep doing it. The results will come and the goals will come. If I can keep working hard, then I'm not too worried about that.”

The battle to be Town’s starting centre-forward appears to be a three-way fight between Hirst, Iván Azón and Chuba Akpom.

Former Championship top scorer Akpom has also featured in a deeper role, while Como loanee Azón is showing signs of improvement during his first season in English football.

When asked about his own role in Azón’s development, Hirst said: “He’s a grown lad, he’s experienced enough himself and he’s got experiences that I haven’t got yet. I can try and help as much as possible, but I think he’s learning himself and he’s been playing well recently.

“He’s a very good player and if I can help him, I’ll help him and there’s things that I can learn from him. As a forward unit — including the wingers, the 10s, the strikers — we can all learn something from each other and all help each other be better.

“That’s the main goal in training, pushing each other every day and getting the best out of each other.”

Photo: IMAGO/Pro Sports Images via Reuters Connect



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BlueRuin69 added 21:40 - Feb 15
I like George Hirst and he will come good COYB
3

JPR77 added 21:51 - Feb 15
I feel for George because the system doesn’t seem to play to his strengths. During the two promotion seasons, he was never really a target man, but now he’s being asked to fill the role Delap played. He often looks stuck with his back to goal, focused on linking play rather than being on the end of it. When the chances do finally come along, he’s so desperate. He’s a player I really like — his connection with the club and the fans is obvious — so I hope he rediscovers his form soon.
3

JewellintheTown added 09:24 - Feb 16
Hirst would be happier at a club scoring regularly, like a L1 club scoring for fun.
If you really believe in Hirst, you'd want him to leave and wish him happiness & success.
He wont find his mojo here or be scoring much here if he stays and we wont go up until he is replaced.
Jackson overstayed & didn't do him any good and the same is happening to Hirst.
Fans need to know when to let a player go.
3

blueboy1981 added 10:22 - Feb 16
GH will never do well under McKenna, he is being shoved into being something he is not.
One player who has just left for Derby had the same problem - McKenna’s limitations are becoming blatantly more obvious with time.
The Club and Owners deserve better for their outlay than what is materialising.
2

Linkboy13 added 11:49 - Feb 16
Works hard for the team not a natural finisher hence goal scoring record not great stats don't iie im afraid. Not good enough to play up front on his own maybe better with a partner.
2

RetroBlue added 12:30 - Feb 16
If our system ( McKenna's. system!) Is not getting the best out of our strikers then it is McKenna's fault. I have stated long and hard about McKenna's approach being too rigid and too one dimensional. He doesnt get the best out players that he brings in. If they cant adapt to HIS system , he gets rid and buys new players in ...hence why hes brought in over 50 players in the last few years. Utterly ridiculous!
4

NorthStandOracle added 13:13 - Feb 16
RetroBlue… hence why we’ve gone from mid table mediocrity in league one up to the premier league
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blueboy1981 added 13:32 - Feb 16
….. NorthStandOracle - you mean now facing a struggle in the poorest Championship in years - and having cost a fortune.
All worth remembering too !!
0

blueboy1981 added 15:13 - Feb 16
…… typical mindset of far too many ITFC Fans these days is no longer wanting/striving for success, but sadly satisfied with ‘look where we’ve come from’ ?
Yes, BIG DEAL !
- precisely and currently ONE DIVISION !!
Cost a fortune - and NO MORE than some have done on virtually NOTHING !!
Undeniable REALITY Folks - like it, or NOT !
Where’s the ambition and expectancy GONE ??
0

Linkboy13 added 15:35 - Feb 16
People on Here comparing Hirst to the likes of Mariner and David Johnson wow England internationals give me a half of what they're drinking.
3

NorthStandOracle added 15:39 - Feb 16
blueboy We're currently third in the league and hunting for a 3rd promotion in 4 years.

Is our manager on a high salary? Yes.

Have we spent millions assembling a quality squad? Yes.

Our stadiums been totally re-done, as has the training ground / facilities.

What on earth are you on about lack of ambition / expectancy? Absolute moron honestly
1

bignics added 16:12 - Feb 16
Some are saying he doesn’t get the service? He had 2 great chances Friday one to his head one to his feet….. hit his shoulder instead of his head and completely missed the chance almost tripping over his own feet the one that was on the ground perfect for any striker. He is useless league 1 at best everything just bounces of him. Our real problem as stated elsewhere is recruitment they all need to be shown the door and replaced with a team that can find a decent player rather than desperate buys like azon akpom and mcateer.
1

JPR77 added 16:48 - Feb 16
I’m with Blueboy on this. We’ve assembled the most (or at least one of the most) expensive squads in Championship history, yet more than two-thirds into what has been a poor Championship season, we’re still lacking consistency. That simply isn’t good enough, and pointing to progress over the past couple of seasons no longer carries much weight. I’d have expected some adjustments to the team’s setup to better suit the squad, rather than repeatedly sticking to the same in-game blueprint to accommodate rotation.
7

N8Blue added 18:14 - Feb 16
It’s incredible the support for Hirst on here. He must be the worst striker in the Championship, bar none, and one of our highest earners, reportedly on £27,500 a week. Can anyone imagine being on over £100K a month, and being so bad at their job??

Our recruitment had been and continues to be shocking, or non-existent. I want to be proven wrong, but our utter failure to attract a striker in the last 2/3 transfer windows will cost us automatic promotion. Its criminal. KM was trying to buy yet another winger on transfer deadline day. You couldn’t make it up.

I concur with those who point out the fire power that Norwich now have. We will end up playing them in the playoffs.

Maybe we should have saved £17m and not signed a Norwegian kid who looks lost most of the time and signed a proper striker.

…and before I get slatted, I am not a Norwich fan (yawn, boring…), or an armchair fan. I am a season ticket holder if thirty years who cares deeply for my club, but one whom is not afraid to critics the status quo when there are poor decisions being made…
5

armchaircritic59 added 18:24 - Feb 16
Just thought I chime in again with this. They are facts and can be checked. most big chances missed by players in the Championship season so far. Then by teams, up to and including today.

Rank Player Team Big Chances Missed
1 George Hirst Ipswich Town 15
1 Haji Wright Coventry City 15
1 Adam Armstrong Southampton 15
4 Tommy Conway Middlesbrough 13
4 Joshua Sargent Norwich City 13
6 Patrick Agyemang Derby County 12
6 Iván Azon Ipswich Town 12
6 Kyogo Furuhashi Burnley 12
9 Kyle Joseph Hull City 11
9 Kieffer Moore Wrexham 11

Rank Team Big Chances Missed
1 Southampton 60
2 Ipswich Town 57
3 Birmingham City 55
4 Coventry City 47
5 Wrexham 46

It's up to each person individually what they make of it. Personally I'd say it proves it's an absolute nonsense that KM's teams aren't about forwards getting chances and concentrating more on build up/assist etc instead. Secondly I hardly need to say, if just one third of those big chances had been taken, we'd probably be head and shoulders ahead at the top of the table, What about even more? I want to point out I'm not criticising effort or commitment, it's been plentiful, but it's crystal clear to me we have a big problem. Before someone points out the usual ( 2nd top scorers, blah blah blah ), that's very largely because we have two wide men performing out of their skins in front of goal at the moment with no guarantee that will continue and without them, we'd be in a right mess. Any thoughts?

5

RetroBlue added 19:44 - Feb 16
N8Blue: and how much is our nanager on a YEAR? £5m, and is his squad better and performing to the same as that double promotion squad ( built by and large by Cook but was never gucen time to build his backroom staff to support him in the management of it)

If youre paying a manager £5m a YEAR and gu rn him every financial bavking thrre is for him to build a squad then surely you'd expect that squad / team etc to be " at it" and ploughing the league and comfortable in the top two places surely? How much has Coventry, Boro, Hull, & Millwall spent over the last two seasons I wonder, and what are their managers paid a year?

IF this Town squad gets promoted id say its worse than the previous squad that got us promoted ( but in truth was never given a chance to compete at PL because McKenna dismantled it and replaced with the squad that did so poorly last season)

Both of McKenna's expensively assembled squad's have vastly underperformed in my opinion .... and they both play / played ONE way.
1

NorthStandOracle added 20:20 - Feb 16
McKenna 5m a year?! Yes in prem when we were warding off interest from United, Chels, Palace, Brighton. Would’ve been a huge relegation clause. Nowhere near it now.

Cook did well with his signings and perhaps would’ve got it right in the end but let’s have it right now… we were dreadful and lower mid table when he got booted. Not like he’s gone on to do other great things in the game whereas K money got us back to back promotions. (Nothing to do with his coaching acumen tho was it)

We have Boro, Millwall and Hull still to play at home and I would suggest we are at it and in and amongst it. Christ please drop the negativity and get behind it. It’s a world away from a few years ago with McCarthy and Lambert etc etc.

It’s not all gone to plan and you’re well within your rights to voice some grievances which I have sympathy for and agree with. The lack of quality striker / the seemingly one system of playing. But this season he’s strengthened the back line to try and make us more competitive when we get up. Otherwise we’ll get killed all over again.

All I’m saying is please stop getting at McKenna and let’s support and see how the season unfolds. The championships a tough league as we all know and no one’s running away with it.
1

Northstandveteran added 20:41 - Feb 16
Fantastic post Carvery.

Might I also add, where is the motivation?

A player can have the game of his life and then be dropped the next game.

Whatever happened to playing your in form players?
4

Northstandveteran added 20:42 - Feb 16
#carberry
1

del45 added 23:14 - Feb 16
Wright / Coventry scored a hat trick tonight agains Middlesbrough.
1

del45 added 23:19 - Feb 16
Ment to say against.
0

armchaircritic59 added 00:33 - Feb 17
Linkboy13, if they are doing those comparisons, I can only think they've never seen PM or DJ, particularly PM! Light years of difference and I mean that with no disrespect to GH.
2

finidi added 09:01 - Feb 17
I know this is about Geirge Hurst, but just thought I would mention that we could have been playing Chelsea at home in round five, a welcome back to Lian Delap, what atreat for the fans that would have been a sell put crowd, but still Mck had other ideas!
2

55015Deltic added 16:45 - Feb 17
Agree with alot if this, there’s a lot of problems with man management, Recruitment & Scouting.
Norwich seem to have it spot on. They have signed x 4 Strikers that score regularly we have x 4 that can’t score how ever long they’re on the pitch. Many reasons for this and we haven’t got any of them right. Norwich frontline very effective.
1

55015Deltic added 16:48 - Feb 17
We won’t make top 2 because the Wingers goals will subside. Interesting to see how the Owners react end of Season assessment.
0


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