Ashton was sacked as England head coach in April

Former England coach Brian Ashton has turned down the chance to become head coach of the National Academy.

Ashton was sacked as coach in April, and the Rugby Football Union criticised for its handling of the situation.

Chief executive Francis Baron was initially confident Ashton would accept the Academy job, but the Lancastrian has decided to start his own business.

Ashton said the full-time post would not have allowed him to "develop my business and pursue other interests".

The Lancastrian explained that his company, SCD South West Ltd, would provide services for sports and businesses and that he would be employed as a consultant by the RFU.

Ashton added: "I have given full and careful consideration over the last two months to my future career plans. I now consider it the correct time to develop more varied challenges than just dealing with professional rugby .

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Baron said he understood Ashton's decision and was "delighted he has agreed to offer his services to us".

"Brian has served the Union with distinction in a number of positions and we are pleased his special talents... will continue to be available to us," Baron said.

"We will support Brian's new business venture in any way we can."

Back in April, when Martin Johnson succeeded Ashton as England head coach, Baron had insisted he was confident Ashton would take the Academy job.

"Brian has confirmed to me his interest in taking up the new position that we have offered him," Baron had said.

The RFU was widely criticised for the way it dealt with Ashton's sacking.

News of the head coach's impending dismissal was leaked to the media before Ashton was officially informed of the decision.

And Baron admitted at the time: "We accept in some respects that the RFU could have handled the process better and lessons have been learned."

Ashton, who held the Academy post from 2002 to 2005, took legal advice about the way he had been treated.

The Lancastrian succeeded Andy Robinson as head coach in late December 2006.

After finishing third with three wins out of five in the 2007 Six Nations, he guided England to the World Cup final in Paris last year.

The 2008 Six Nations saw disappointing losses to Wales and Scotland, although England's second-place finish was their best since 2003.