Rowley played village football before joining Oldham Athletic of the Football League First Division in 1910. The "Latics" finished seventh in 1910–11 and 18th in 1911–12 (just one place and one point above the relegation zone). He left Boundary Park and moved on to Bolton Wanderers in 1912, and made his debut against West Bromwich Albion in February 1913. The "Trotters" finished eighth in 1912–13, sixth in 1913–14, and 17th in 1914–15. During the war he played two games for Port Vale in 1919 in the war league, before returning to Burnden Park. Bolton finished sixth in 1919–20, third in 1920–21, sixth again in 1921–22, and 13th in 1922–23. Wanderers also won the FA Cup, though Rowley missed the 1923 FA Cup Final against West Ham United because he was serving a six-week suspension for being sent-off against Huddersfield Town. They went on to finished in fourth place in 1923–24 and in third place in 1924–25. He retired through injury in May 1925, and joined the club's coaching staff. He had made 191 league and FA Cup appearances for the club, scoring seven goals.