Jenny Sugarman is a widely respected figure in women’s football, with over 25 years of experience spanning senior coaching, academy leadership, and coach education. She holds a UEFA A Licence and a Master’s degree in Sport Coaching from the University of Birmingham, blending academic insight with practical expertise. Sugarman is known for her “pracademic” approach, integrating evidence-based coaching with real-world application to develop high-performance environments and holistic learning cultures.
Most recently, she served as Head of Academy at Leicester City Women, where she was responsible for launching and leading the club’s Tier 1 Professional Game Academy. During her tenure, she oversaw the development of long-term talent pathways, instilled clear coaching structures, and worked closely with staff to create a culture rooted in growth, connection, and high standards. Prior to this, she was Head Coach at West Bromwich Albion Women from 2021 to 2023. Under her leadership, the team achieved back-to-back top-eight finishes in the FA Women’s National League North and reached the FA Cup fifth round. Notable milestones during her time at WBA included leading the women’s team out for their first-ever match at The Hawthorns and integrating young talents such as England U18 goalkeeper Poppy Bastock into the first-team setup.
Earlier in her career, Sugarman held coaching roles at Aston Villa Women as Assistant Manager, and previously led teams such as Loughborough Foxes and Derby County Women. Across these roles, she demonstrated consistent success in building player-first cultures and competitive teams, often navigating complex club structures and limited resources to deliver lasting impact. Her work as an FA and UK Coaching tutor further underlines her commitment to coach education and learning, with a particular focus on how individuals and teams grow both technically and psychologically.
Sugarman’s coaching philosophy centers on five key values: creativity, humility, growth, connection, and high standards. These principles guide her work in developing environments where players are challenged to think critically, take ownership, and reflect on their performance. Known for her calm and thoughtful leadership style, she creates spaces where players and staff feel supported yet driven to improve. Her influence extends beyond matchdays, as she contributes meaningfully to the long-term development of the women’s game through structural change, mentorship, and thought leadership.
With a proven record of achievement across both elite youth and senior football, Jenny Sugarman remains one of the most influential coaching voices in England’s women’s football landscape. Her ability to balance strategic vision with personal connection continues to inspire the next generation of players and coaches.
Our Exclusive Interview with Jenny Sugarman
Who is Jenny Sugarman outside of football?
I’m a very family-oriented person. I’m proud to be a mum, and when I’m not involved in football, my time and energy are focused on my loved ones. I’m lucky to have a brilliant support network of family and friends.
What inspired you to pursue a career in coaching and player development?
When I was growing up, becoming a professional footballer wasn’t an option for women, but my love for the game never faded. Coaching became the path that allowed me to stay in football and pursue my passion. In the 20 years I spent playing, I only had a coach for one of those seasons, so helping others develop has always felt like giving back and creating the opportunities I never had.
How do your academic studies influence your day-to-day coaching approach?
They’ve given me a real appreciation for research, data, and evidence-based practice. I’ve learned to analyse and challenge ideas critically, which helps ensure that what I do on the pitch is purposeful and effective.
What values or principles do you prioritize when leading a team or academy?
People always come first. I strive to create a high-challenge, high-support environment where individuals feel empowered to take ownership of their performance and are motivated to grow, not just for themselves, but for the success of the team as a whole.
What has been your most rewarding experience in women’s football so far?
My most rewarding experience so far probably comes from before I was a full-time coach when I was volunteering at Loughborough Foxes. We built an incredible team culture that allowed a grassroots club to compete with professional setups. Being part of that journey, and working with genuinely great people, was incredibly fulfilling.
What are your future goals and aspirations within the game?
To continue developing players at the highest level and contribute meaningfully to the success of an elite team.