Jenny Sugarman excited for new challenge as head coach of ‘ambitious’ Wrexham

Jenny Sugarman hopes to oversee further progress at Wrexham following her appointment as head coach of the Genero Adran Premier club this week. 

Sugarman takes the reigns with the Red Dragons after Steve Dale resigned in May, bringing to an end his three and a half years in charge. 

“I’m really excited to join a historic club that is really ambitious for their women’s team to climb ranks and have a bright and successful future on and off the pitch,” Sugarman said.

“I’m somebody who likes a project, who likes to help build and create a team culture and a team that the supporters can get behind.”

Wrexham were promoted to the Genero Adran Premier in 2023 and adopted a semi-professional model in the same summer. 

The north Wales club finished third in their first season back in the top-flight before placing fourth in 2024/25, having squeezed into the top half in the final game of Phase One. They have also reached back-to-back Bute Energy Welsh Cup finals in the last two campaigns, losing to Cardiff City on both occasions. 

“We want to improve on last season for starters,” Sugarman said when asked about her aims for the new campaign. “We want to break into that top three and be hugely competitive. When the important games come at the end of the season, we want to be part of those.

“It’s important that we create an environment where players and staff can bring their best versions of themselves, where they can thrive and reach their potential. 

“To do that there has to be a healthy balance of challenge and support. We want to support our staff and players to be their best, but also have honest feedback and difficult conversations at times because that’s part and parcel of performance sport.”

Sugarman moves to the Genero Adran Premier having most recently held the role of Head of Academy at Leicester City in the FA Women’s Super League. 

She was also previously assistant manager at Aston Villa, helping the club win promotion to the English top-flight in 2020, before becoming head coach at West Bromwich Albion in the third tier. 

“I’ve spent all of my career in the English game, so I wanted to do something different and step outside of my comfort zone,” Sugarman said. There are big ambitions from the club, the owners and senior leadership so that’s something I can certainly get on board with.”

It was Sugarman’s credentials across the border that convinced Wrexham to hire her as they aim to continue making steps forward in the women’s game. 

“We are pleased to be welcoming a coach with such a comprehensive and impressive CV as Jenny’s to the football club,” Wrexham CEO Michael Williamson commented.

“There were a number of very high calibre candidates interested in the role, but Jenny’s experience across all levels of the women’s game stood out for us, as we look to write the next chapter for the women’s team.”