Jenny Sugarman is the head coach of Wrexham AFC Women with over 25 years of experience as a coach, leader, and educator at her disposal. Coming after successful stints at Aston Villa, West Bromwich Albion, and Leicester City as senior coaches, Sugarman came to North Wales to usher in a new era for Wrexham, including its first ever UEFA Women’s Champions League season.
Sugarman became the head coach of Wrexham AFC Women in July 2025 when Steve Dale left the club. She came to a fast-rising team in English women’s football as Wrexham was set to build on their successes not only in England but also in European competitions.
The appointment showed the intentions of the club for the long run as Wrexham, having already established themselves as one of the best teams in Welsh women’s football, opted for a coach with extensive experience in player development and teamwork in elite football environment.
Jenny Sugarman’s coaching career
She has been working in the women’s game for well over two decades through various coaching, leadership, and development positions.
Prior to joining Wrexham, she was Head of Academy at Leicester City Women, working in a pathway of developing players within the Women’s Super League.
During her earlier career, Sugarman held an assistant manager position at Aston Villa Women, helping them promote to the Women’s Super League in 2020. Later on, she held the head coach position at West Bromwich Albion Women, further developing her career as one of the respected coaches of the game.
In addition to her experience in clubs, Sugarman has worked in various positions related to coach education and player development, giving her knowledge of all the phases of the women’s game.
When did Jenny Sugarman join Wrexham?
Jenny Sugarman joined Wrexham as the new head coach of their women’s team in July 2025, succeeding Steve Dale who resigned from his position of three and a half years at Wrexham.
“I’m really excited to join a historic club that is really ambitious for their women’s team to climb the ranks and have a bright and successful future on and off the pitch.”
She also outlined the type of environment she wanted to create.
“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.”
Such comments were enough to provide the supporters with an understanding of the principles that she would introduce to the football club.
What are Jenny Sugarman’s coaching principles?
One of the most distinctive features of Sugarman’s coaching style is culture, unity, and player development.
For instance, Sugarman has always discussed creating a situation in which both the players and coaches can be pushed to become better each day and have the opportunity to develop.
Success, in her opinion, cannot be achieved through good results; instead, it depends on strong relationships, high standards, and a strong identity that the fans will recognize.
This coaching principle can already be seen in Wrexham’s preparation for important tournaments – through the organization of preseason camps and recruitment.
Leading Wrexham into Europe
The most prominent highlight of Sugarman’s early tenure at the club is preparing Wrexham to make its debut in the UEFA Women’s Champions League.
The Reds have made it there due to winning the title in Wales and will compete against Armenian champions FC Pyunik in the first round of qualifiers scheduled for July 22, 2026, at the STōK Cae Ras.
The preparation for this historic match has involved a pre-season camp in Cork that aimed to simulate the tournament format of UEFA and prepare the team for playing in Europe.
This event is yet another step in an incredible journey of Wrexham Women, where Sugarman takes his club to compete on the European stage for the very first time.
What has Wrexham said about Jenny Sugarman?
Michael Williamson, chief executive, said that Sugarman’s experience and management qualities made her the best person for the job.
He talked about her contributions at all levels of the women’s game and how her appointment will help them achieve their next stage of development.
This is very similar to what Sugarman herself was looking to do in terms of making a successful team while developing the women’s game further.
Quick facts about Jenny Sugarman
Role: Head Coach, Wrexham AFC Women
Joined Wrexham: July 2025
Previous roles:
- Head of Academy, Leicester City Women
- Assistant Manager, Aston Villa Women
- Head Coach, West Bromwich Albion Women
Coaching experience: More than 25 years
Known for:
- Building strong team cultures
- Player development
- Leadership and coach education
- Long-term project building
As Wrexham continues their impressive climb to prominence, Jenny Sugarman has been charged with the task of leading the women’s side through what might be one of the most crucial times for the side. Having found success domestically, attention is now turning towards European competition and Sugarman will be instrumental in determining where the side goes from here.
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