Wrexham AFC Women’s new head coach has vast experience

ARTICLE CREDIT: Wrexham AFC

Wrexham AFC Women have appointed a new head coach this week.

Jenny Sugarman replaces Steve Dale, who stepped down in May after four successful seasons in charge.

Speaking to the club website, Sugarman said she believes creating a people-first culture will be crucial as she becomes Wrexham AFC Women and Girls Head Coach.

Sugarman joins the club with 25 years of experience in coaching, leadership and education.

Most recently, she served as the Head of Academy with FA Women’s Super League side Leicester City.

The Red Dragons finished fourth in the Genero Adran Premier last season, but Sugarman believes that developing a culture will stand them in good stead for the upcoming campaign.

She said: “I like a project and to build a community and team culture. I want to build a team that the supporters can get behind and come to watch.

“I’ve got a people-first culture, it’s important that we can create an environment where the players and the staff can thrive and reach their potential.

“To do that we have to have a healthy balance between challenge and support.

“I’ve had a great welcome from everyone I’ve met so far, and I’m excited to join such an historic club that is looking to climb the ranks.”

Prior to joining the club, Sugarman also managed WSL sides Aston Villa and West Brom.

She will now lead the preparations for pre-season as well as overseeing the coaching across the Women and Girls.

Alongside a top-four league finish, the Red Dragons reached the final of the Bute Energy Welsh Cup Final in May but were edged out by Cardiff City for a second consecutive season.

With preparations now underway for the 2025/26 season, she added that the fans’ support will be key to their success.

She said: “We want everyone to enjoy themselves and feel like they’re a part of something special.
“I want everyone to get behind us and it’s clear that everyone has done that across the club.

“We want as many people as possible coming down to watch us at the games because I know we can all feed off that.”