Chase that feeling

This week, the English football league got to experience a Ted Lasso-like moment play out in real life…

Meet Wrexham AFC.

Back in 2022, this humble Welsh team played in the lowest league. There are 4 league levels in English football, so every match counts - win the league, you get promoted, lose the league, you get relegated.

During that year, Wrexham experienced a heartbreaking defeat in the famous knockout tournament, the FA Cup.

After the game, Co-Chairman Ryan Reynolds visited the rooms for an emotional debrief with the players:

“You guys did something tonight that was extraordinary,” he shared. “We felt your heart out there like nothing else, and I just want to say thank you. Thank you for everything. Thank you guys, for showing up like that. For as long as I live I will never forget that feeling out there.”

We loved watching this moment, as it demonstrates a powerful shift in perspective, where success is re-defined as a feeling - grounded with an internal scorecard, rather than one that is external:

When you create a purpose, build a dream, and make that the story, it’s amazing what can happen next. It’s the power of storytelling.

Fast forward 3 years.

After back-to-back-to-back league wins, Wrexham are now one promotion away from playing in the top league. The Premier League.

“It seemed like an impossible dream. I remember the first press conference, we were asked what our goals were, and I think Rob jumped in with, 'The Premier League. People laughed. They had every right to, it seemed insane. But we weren’t kidding…

[Wrexham] is a place that values community, decency and history. It isn’t just a place with a history of ups and downs, it’s also a feeling.

We made history. We’ve been promoted for a record third time in a row. We’ve had the honour to scatter ashes of loved ones across that field. I’ve even watched every available hand shovel snow off the pitch to keep a match from cancellation.

Somebody said the Welsh have the 'heart of a poet and the fist of a fighter.' That’s what I love about this place. I wish the whole world could visit Wrexham."

Ryan Reynolds | Actor, Producer, Co-Chairman of Wrexham AFC

In light of their recent championship victory, it’s clear that Wrexham didn’t just chase a trophy or a promotion. They chased a feeling—a feeling of belief, community and shared identity—which in turn, unlocked an incredible competitive advantage.

They’ve shown the world that this isn’t just about football. It’s about belonging, connection and the impact of community for fans, staff and players alike.

Now of course, at every stage of their journey, Wrexham has wanted to win. They’ve wanted to grow and get that promotion. But with their strong sense of purpose and community, their legacy has become about something much bigger than themselves, and that’s what makes this team’s story so special.

Human-being first, human-doing second… The proof’s in the pudding in the play:

Until now, no club in the history of English football has ever been promoted in 3 consecutive seasons. Wrexham’s 3-0 win against Charlton Athletic ensures promotion to the EFL Championship, and from there…  Well, we can’t wait to see where they go next.

Ready to take your performance to the next level?
We've got just the thing for you and your team 👇