A few months ago, I was writing an open letter to Jeff Shi on these pages. We move forward now and take a look at what has changed since then.
It’s clear the ownership was embarrassed by the backlash and bad publicity after the news emerged that the club hadn’t submitted the application for promotion. Shortly afterwards, the club announced:
- The Women’s team remains a vital part of the Wolves football family.
- The Women’s setup requires strengthening both on and off the pitch.
- A Tier 2 Licence will be applied for annually.
- Senior Club Official Matt Jackson will oversee the team (he attended the last pre-season friendly this closed season).
- A new full-time commercial officer will be appointed to support independent revenue growth and reduce reliance on central funding.
- An Advisory Board will be established to drive growth and development.
This was welcome news, and as listeners of the Wolves Women Pod will know, commercial development—especially around the New Bucks Head (SEAH) Stadium where they play their home games—is crucial. That said, questions remain, starting with: what experience does Matt Jackson have in women’s football? (Since his appointment, his role has also expanded.)
So far, the actions taken suggest progress is being made. The club recently announced the Advisory Board members:
- Jenny Wilkes – lifelong Wolves fan and champion of Wolves Women; will chair the board.
- Anna Price – former club captain and record appearance holder.
- Claire Hakeman – former player (200+ games) and current Wolves Women and Academy operations staff member.
- Caren Davies – Head of Communications at the BBC and Wolves Foundation Trustee.
- Lynsey Hooper – Wolves fan, Sky Sports presenter, and host of The Offside Rule podcast.
This is a strong board with a wide range of experience in the women’s game. The only notable omission is representation from the Wolves 1877 Supporters Trust—hopefully this will be addressed soon.
Coaching Staff
The news that Macca signed a new contract was especially welcome, as many players are loyal to him as well as to the club. His presence likely played a big role in retaining so many squad members. With eight seasons at Wolves—four in Tier 3—he knows this division inside out. Goalkeeping coach Lukas Bailey has also returned after a spell at Nottingham Forest, rejoining Macca and the goalkeepers.
Players
At the end of last season, we said goodbye to Destiny Toussaint, who retired. Even in her 30s, she played with the energy of someone in her mid-20s and was a constant attacking threat. Also retiring, as announced in the closed season, was Emma Cross—a Wolves Women stalwart for 20 years with over 250 appearances. Both will be missed and always welcome back in the stands.
The biggest loss was Tammi George’s move to Sheffield United in WSL2. A fixture in the starting XI for years and a Wolves player for a decade, her departure marks a big change. Fans likely knew it was a question of when, not if, and we were fortunate to enjoy her talents for an extra season. She leaves with fans’ best wishes—unless we draw Sheffield United in the FA Cup, of course!
While there have been departures, the incoming signings show the owners’ intent:
- Alex Brooks – one of the best WSL2/Championship goalkeepers, instrumental in keeping Blackburn in the division.
- Chloe Williams – the return of Chloe Williams (who has 35 Wolves appearances already under her belt) from Blackburn Rovers gives a different dynamic in the Wolves attack.
- Amy Sims – a standout last season and a regular in the Since 71 Northern Team of the Season during her time at Derby.
- Lyndsey Harkin – another key figure from last season’s title-winning Nottingham Forest team.
- Georgia Marshall, Anna Grey, Louanne Worsey – all from Burnley (Worsey was on loan from Birmingham), bringing youth, hunger, and ambition.
These additions, alongside contract renewals for key players like Katie Johnson and Anna Morphet, plus permanent deals for Abbie Jenner and Beth Roberts, give Wolves a blend of experience and youthful energy.
Tickets
Last season, the club introduced season tickets, but they weren’t priced competitively—buying match tickets individually was often cheaper. This season, the pricing is far more attractive: £30 for the season, or £15 for the first 50 buyers to celebrate 50 years of Wolves Women.
Importantly, Wolves have taken over ticket sales from Telford United, meaning the club now holds the customer data—key for targeted marketing. The challenge now is for Wolves to make good use of it.
Outlook
We begin the season in a good place: a stronger, more stable squad and a solid foundation behind the scenes. With three Tier 3 teams gaining promotion this season, Wolves have a real chance to finally secure that long-awaited step up.
