EXCLUSIVEThe crisis facing women's game as homegrown coaches flee to USA with top WSL jobs going to foreign coaches with 'bigger brands'

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The women’s game is struggling to retain its English managers as WSL clubs are prioritising hiring overseas coaches with a larger public profile rather than focusing on the talent pool within its shores, Mail Sport understands.

The top-flight has lost a large proportion of its talent to the United States due to a lack of job opportunities in the UK, as well as the lifestyle benefits that come with working across the Atlantic.

The numbers go some way to demonstrate the issue, with just four of the 12 managers in the WSL being English and only two of them holding permanent positions (Manchester United’s Marc Skinner and West Ham’s Rehanne Skinner).

As for the USA, the NWSL the same number of English coaches in top jobs, with Sam Laity (Angel City), Seb Hines (Orlando Pride), Rob Gale (Portland Thorns), and Laura Harvey (Seattle Reign) all occupying head coach roles. Beyond this, approximately 75 per cent of NWSL clubs have an English coach within its ranks.

The WSL has frequently faced criticism for its lack of gender diversity in top roles. However, this imbalance appears to have shifted towards the end of the season. Of the five managers dismissed throughout the campaign - four male and one female - four were replaced by female head coaches and one by a male, resulting in an equal male-female managerial split. 

But there is still concern that top coaching talent is not receiving the biggest opportunities in England due to clubs preferring to look for individuals with a bigger ‘brand’ built overseas. Insiders believe this is driven by many of the top-flight’s decision-makers viewing recruitment through a male lens – likely a result of all WSL teams now being affiliated with Premier League clubs.

Manchester United's Marc Skinner is one of just two permanent English WSL coaches in post

The top-flight has lost a large proportion of its English talent to the United States

This is a concern that is shared amongst coaches within England, including Nottingham Forest’s Carly Davies, whose side are three games away from promotion from the third tier.

‘There are only 12 WSL jobs, and at least a third of them are held by foreign managers and coaches,’ Davies told Mail Sport. ‘It’s becoming more and more difficult to secure jobs. There are 24 teams across the two professional leagues - that's not a lot.’

Asked whether she was in a rush to reach the WSL, she replied: ‘I can see why people would suggest that it’s now or never, because ultimately if you don’t get yourself out there, you’re going to get lost in the mix.

‘There are a lot of people transitioning from the men’s game and a lot of foreign managers coming over, so you are in direct competition all the time.

‘For me personally, I'm not in a rush. I've been there and I've done it. I haven't managed in the WSL, but I've been part of the transition and the process at Aston Villa so I know what that step looks like.

‘There’s obviously a pressure working for Nottingham Forest which is a big club and on an upward trajectory. We want to move up the leagues as fast as we can but we need to do it in the right way.’

Both the England men's and women's national teams are currently led by non-English head coaches in Thomas Tuchel and Sarina Wiegman. Asked whether this disincentivises English coaches from going for the top roles, Newcastle Women's head coach, Becky Langley, replied: ‘When I look at a Sarina (Wiegman), it's inspirational to see a strong female leader in that role.

‘Regardless of nationality, it needs to be the strongest person for the job because it's the top job in England and we want the best manager in that position to help lead our Lionesses to success.

Nottingham Forest's Carly Davies (left) is benefitting from the FA's Coaching Excellence Initiative, including learning how to build a personal brand and shaping media perceptions

The gender diversity of the WSL has improved this season, leaving an equal male-female split

'I think we all want to see an English coach come through the ranks and become the England manager, of course we do, but at the same time, it has to be the best person for the job,' Langley added.

The FA have been rolling out the Coaching Excellence Initiative (CEI) as a way of connecting the best up-and-coming coaches, as well as focusing on building their media skills to expand their brand awareness.

Davies, whose Forest side look destined to reach the Championship next season, is one of the recipients of the CEI program, which aims to bridge the gap between the UEFA A Licence (focused on football and coaching) and the Pro Licence (the highest coaching certificate available).

Success stories from the CEI program include Republic of Ireland and, most recently, Aston Villa’s head coach Carla Ward, and Liverpool’s current interim manager Amber Whiteley.

‘We’re doing a lot of things around personal branding and how you want to be perceived,’ Davies, who spent 20 years at Aston Villa in both a playing and coaching capacity as well as time coaching the U19s before joining Forest, said.

‘Media is really prevalent in the game now, specifically in the women’s game. I was fortunate to be with the FA for 10 years, so I’ve had a lot of good experiences, but actually actively being in front of the media is relatively new for me.

‘I think that’ll be something I’ll take away from the courses - how to be skilled in handling difficult situations.’