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Wrexham Point the Way with Ownership, but Swansea City Already Have a Strong DNA

Swansea City head coach Vitor Matos. Pic: Alamy

Swansea City head coach Vitor Matos. Pic: Alamy

Swansea City host Wrexham on Friday night in a Welsh derby not seen for 22 years, with the clubs looking in different directions on and off the field, as Ian Mitchelmore reports.

 

Little more than a year has elapsed since Swansea City confirmed Jason Levien and Steve Kaplan's reign as owners of the club had come to an end.

It's safe to say a fair amount has happened since then.

On the pitch, their brief improvement under then caretaker boss Alan Sheehan aside, it has largely been concerning.

Vitor Matos is the third permanent head coach since Andy Coleman, Brett Cravatt, Nigel Morris and Jason Cohen took majority ownership of the club in November 2024, with Luke Williams and Sheehan both losing their jobs during the past year.

And while currently in the process of yet another rebuild, there have been few on the pitch this season, perhaps aside from Lawrence Vigouroux, Ethan Galbraith and Zan Vipotnik, who can be fully satisfied with their efforts in 2025-26 so far.

READ MORE: Vitor Matos Urges Swansea City Players to Change Their Mentality for Relegation Scrap

Off the field, there have been significant changes too, with director of football Richard Montague departing just seven months after joining the club.

The investment made by high-profile duo Snoop Dogg and Luka Modric understandably created headlines around the world, and while Swansea splashed the cash in the summer, there perhaps is not as much evidence to suggest that the club is progressing in the manner in which the top brass would have hoped.

Chief executive officer Tom Gorringe opened up on the club's lofty ambitions earlier on in the campaign, with a desire to significantly improve revenue streams among Swansea's main targets at present.

READ MORE: Liam Cullen Urged to be Happy and Hungry for Goals at Swansea City

And no doubt Gorringe and co. will continue to monitor the progress of next opponents Wrexham - who have shown teams around the world the way to successfully run a football club.

Led by Hollywood duo Ryan Reynolds and Rob Mac, the north Wales side have combined sky-high ambition with prudence and ruthlessness.

And while playing pivotal roles when it comes to rubber-stamping club matters, unlike the ill-fated reign of Kaplan and Levien at Swansea, Reynolds and Mac know the importance of delegating only too well. In truth, it's likely what sets them aside from most.

They know their roles and perform them remarkably well. But just as important is their ability to know what others can do better, and providing them with the platform to do just that.

READ MORE: Clean Sheets Are Priceless Insists Swansea City Boss Vitor Matos After Back-to-Back Wins

Swansea have had far too much change from top to bottom over recent seasons, which probably goes some way to explaining why the club has regressed on the pitch over the past few seasons.

Club legend Alan Tate summed it up perfectly a month ago.

"I think they've (fans) heard too many excuses over the last four years," he told BBC Sport Wales.

Personnel in key positions throughout the club have been and gone far too regularly, with the lack of continuity doing little to improve the alignment through the club's core, again, something Wrexham have done admirably throughout their rapid rise from the National League to the Championship.

But this isn't about copying Wrexham's blueprint. Swansea have their own DNA, something new boss Matos is clearly determined to tap into.

This is a club that spent seven years in the Premier League and earned plaudits globally for the way they initially attacked the division, unlike so many other clubs of late, in the years after their dramatic triumph over Reading at Wembley in the Championship play-off final.

Their rise, admittedly in a different manner, up the divisions had a real authenticity and romanticism to it.

It is widely accepted that their demise in the latter stages of their seven-year stay in the top-flight was largely due to the fact they drifted away from what got the club to the big time in the first place.

Whether you like the Wrexham story or not, it is impossible to deny that the tenure of Reynolds and Mac at the Stok Cae Ras so far has been nothing short of an astonishing success.

Swansea can, in time, build for a brighter future given the foundations that have been laid. Wrexham may well point the way in some regard, but the Swans have more than enough in their own house to point the way when it comes to getting back on track.

READ MORE: Jack Army Know it’s not The Swansea Way That Will Save Them . . . it’s Hard Graft

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