Frank Richards was the manager of Birmingham City. The club won the Second Division Championship in 1920-21 season. The club retained its First Division status finishing 18th (1921-22), 17th (1922-23), 14th (1923-24) and 8th (1924-25).

In 1925 Richards was appointed manager of Preston North End. He replaced Jim Lawrence who had been blamed for the club being relegated to the Second Division.

Richards brought in former Aston Villa and England international Harry Hampson as coach. Richards also arranged the transfer of Alex James and David Morris from Raith Rovers. James did well in his first season ending up as the club's top scorer with 14 league goals. However, Preston only finished in 12th place and failed to get promotion to the First Division.

In the 1926-27 season Alex James developed a good partnership with centre-forward, Tommy Roberts, who had returned to the club after spending a couple of seasons at Burnley. Preston finished in 6th position in the 1926-27 season, with Roberts scoring 30 goals. Richards was disappointed with his failure to achieve promotion and resigned from his post in 1927.

Richards returned briefly to Birmingham City before becoming secretary-manager of Bournemouth.