It was in his second season that Rowley began to make a name for himself as he broke Arthur Chandler's club record for the most goals in a season, netting 38 times. He then broke his own record again the following season, scoring 41 times in 42 games, 39 of these goals coming in the league, earning him the Second Division golden boot award.[11] He scored a further 36 goals in the 1953–54 season helping fire Leicester to the Second Division title.