New Sheffield Wednesday Sporting Director Simon Wilson has given supporters a detailed insight into his background, his reasons for joining the club and the scale of the rebuild now underway at Hillsborough.
Wilson arrives at Wednesday at a pivotal moment. Following the arrival of David Storch and the new ownership group, the mood around the club has shifted sharply after years of frustration, instability and underinvestment.
For Wilson, that timing appears to be part of the attraction.
He described Wednesday as a club with “incredible momentum” and said he felt he was arriving at a “completely special” moment, with the chance to lead the football side of the rebuild.
Wilson’s career has taken him through a range of major football environments. After an early attempt to become a professional footballer at Peterborough United, he moved into sport science, analytics and performance analysis. His journey included Preston North End, Southampton and then Manchester City, where he spent 11 years during the club’s transformation into a Premier League and European force.
He was also involved in the early development of City Football Group, helping with the creation of clubs in locations including Melbourne, New York and Yokohama.
More recently, Wilson played a major role at Stockport County, where a seven-year plan was written with the aim of taking the club towards the Championship. During his six years there, Stockport rose from the National League to the brink of the second tier, narrowly missing out in the League One play-off final.
Now, his attention turns to Sheffield Wednesday.
“I’m a Builder”
Perhaps the most interesting part of Wilson’s interview was how clearly he defined the type of football executive he believes himself to be.
“I’m a builder,” he said, explaining that he gets energy from situations that are “a bit messy”, “a bit broken” and in need of a plan.
That line will likely resonate with Wednesday supporters.
This is not a club that needs minor adjustments. It needs structure. It needs clear processes. It needs recruitment discipline. It needs infrastructure. It needs a football operation capable of supporting a long-term plan rather than reacting window by window.
Wilson acknowledged that some systems, processes and infrastructure at the club need attention, but spoke about that challenge as something that excites him rather than intimidates him.
Importantly, he also made it clear that he knows he has to earn trust.
Despite his experience, Wilson said he is “brand new to Sheffield Wednesday” and that “the clock resets”, adding that he will look to build credibility through what he does from this point onwards.
Foundations Before Shortcuts
There was no wild promise of instant success, but there was ambition.
Wilson said Wednesday are “not here to stay in League One for a while”, while also stressing the importance of putting the correct foundations in place for the long-term future of the club.
That balance will be crucial.
Supporters will understandably want momentum to turn into results quickly. After the takeover, the mood has changed, season tickets are being sold, and optimism has returned. But Wilson’s message was clear: Wednesday need to build properly.
He suggested those foundations could allow the club to move quicker later, and refused to place a ceiling on what could happen next season.
That is probably the right tone. Ambitious, but not reckless. Positive, but not naive.
Playing Identity Built Around Hillsborough
Wilson was also asked about playing identity, and his answer was revealing.
Rather than imposing a personal footballing preference, he said Wednesday’s style has to suit the advantages the club already has. In his view, the biggest advantage is Hillsborough and the supporter base.
He said Wednesday need to play a type of football that gets fans into the game. That means being attacking, exciting to watch and connected to the crowd.
That should be music to the ears of many Wednesdayites.
Wilson also spoke about wanting players with class, creativity and hard work. He referenced the idea that Wednesday players have traditionally had “a bit of something different” about them, alongside the work ethic needed to succeed.
There was also a clear warning that not every football style would work at a club like Wednesday. The identity needs to fit the environment, the stadium, the expectations and the emotional weight of the club.
Recruitment: Balance, Experience and Pathways
Wilson gave a strong indication of how he views squad building.
He wants balance.
That means young, exciting players who can grow with the club. It means academy players being given a genuine pathway. It also means senior professionals who understand the standards required at Sheffield Wednesday.
He referred to experienced players as potential “guardians of the club” — players who know what it means to represent Wednesday, how to handle the pressure, what to say, what not to say and how to behave.
That phrase stands out.
Wednesday need talent, but they also need standards. They need players who can handle Hillsborough, handle expectation and help younger players develop inside a more professional environment.
Wilson also made a striking point about the quality required. Whatever division Wednesday are in, he believes the squad needs eight to ten players who are among the best in that league if the club wants to challenge near the top.
That gives supporters a clear sense of the recruitment benchmark.
Academy Investment Must Improve
Another encouraging theme was Wilson’s focus on the academy.
He acknowledged that young players have helped the first team over the past 12 to 24 months, both on the pitch and by generating money that helped the club operate during difficult periods.
But he also warned against blocking the pathway.
Wilson said part of his role will be to “fight the fight” for academy players, making sure the squad is not built in a way that leaves no route into the first team.
He also admitted that the academy may not have had enough investment in recent years and suggested that more time, attention and support could allow it to produce even better outcomes.
That is an important point for Wednesday.
A stronger academy is not just a nice addition. For a club trying to rebuild sustainably, it should be part of the operating model.
“It Feels Like the Fans Have Got Their Club Back”
Wilson closed with a message to supporters.
He said he cannot wait to meet them and described the fanbase as one of the most attractive parts of the club for potential new players. According to Wilson, players currently speaking to Wednesday are excited by the prospect of playing in front of the Hillsborough crowd.
He also captured the current mood neatly, saying it feels like supporters have got their club back.
But again, he returned to patience.
The rebuild will not happen overnight. Wilson referenced the idea that in turnaround situations, for every year something has gone wrong, it can take a year to put right. He hopes Wednesday can move quicker than that because there are already good things in place, but his overall message was measured.
If the club can maintain the momentum built over recent weeks and months, and if the team is “half performing” by October or November, Wilson believes Wednesday could be in a very strong position.
For a fanbase desperate to believe again, this was a calm, credible and encouraging first message.
Not a promise of miracles.
A promise of work.