BARROW AFC boss Paul Cox has told his players they face 'the most important phase of their careers' in the second half of the season.

Cox believes their efforts in the first part of the campaign will quickly fade into a distant memory if the team do not match their stirring run of results in the latter stages of the campaign.

AFC's 26-game unbeaten streak across all competitions came to an end with a 4-1 thrashing at Gateshead on New Year's Eve, with crucial matches in the FA Cup (against Rochdale on Saturday) and FA Trophy (at home to Matlock Town next weekend) now on the horizon.

The Bluebirds are still going strong on all fronts, but the loss served as a warning for Cox and his men that they can take nothing for granted and need to up their efforts once again.

The Barrow boss has already spoken of the need to add more strength to the ranks – with talks with chairman Paul Casson taking place this week which will set the tone for the transfer window – and has told his players what has happened so far, while amazing, means nothing in the greater scheme of what is to come.

Cox has warned them not to let their huge achievements so far this season end with no final reward as a promotion push, plus the quest for glory in two cup competitions, continues.

He said: “What we have done in the first part of the season is quite unbelievable. We've not gone out and spent any real money in a league where you look at the resources and the money people have spent among the top-six, and I think we're the only team among them who haven't spent a fee on a player.

“We've done things in a very patient and methodical way, but a way we know can pay dividends. We've been patient with players and what they have done in the first half of the season has been magnificent.

“What I've tried to get across to everybody now is that nobody is going to be bothered what we have done in the first half of the season. Jordan (Williams), Richie (Bennett), Moussa (Diarra) – the people who have really caught the eye – that's all just chip paper now.

“The next phase is the most important one on some of these players' careers. If there are people looking at them, clubs looking at them, if they want to achieve something, then this is the business-end of the season now. If you perform, you get all the riches you deserve – you can win a championship, you can win a cup, you can progress into the FA Cup fourth round and meet one of the giants of world football.

“This is where all the hard work from the first half of the season has to be replicated and probably gone beyond.

“That's the challenge for the players now. I'm so proud of what they have achieved for half a season – no-one, probably even within our own camp, our own club, anticipated we would be where we are. For me as a manager, it's not enough now. We've got to go and we've got to prove we're not just fly-by-nights as a football club. We've got to prove we're here for the long-term.

“When people start talking about success, I think it is very easy for people to get their heads turned – not just as a human, not just as a group, but as a whole football club. We've got to make sure that we enjoy the good times but we don't get our heads turned from the plan we are on. If we do, then I can see a lot of massive football clubs in Conference North at the minute, I can see a lot of football clubs who think they have arrived – that's when the wheels fall off.

“We might have some fabulous events in front of us – FA Cup games, massive league games, huge FA Trophy games – but if we don't produce, then you can find yourselves on an all-time flat, feeling low. Then you sit around applauding the champions when you think you could have been one yourselves.

“Everyone who knows me knows I'm not an if, buts and maybes person. I don't want to look back and think 'maybe'. I'd like to look back and think we did the right thing, some hard decisions were made.

“We might have to move into the market now for some real quality to add to our squad – not because the squad is bad, but because we need some help to try and emulate and go beyond what we have done in the first half of the season.”

Young winger Elliot Newby has joined National League North strugglers Altrincham on loan.

The AFC youth product had been at Workington in the Northern Premier League, where he made 19 appearances, but has now stepped up a division to play at Moss Lane.

Newby made his debut in the 1-1 draw with FC United of Manchester on New Year's Day, playing the full 90 minutes.