The Women’s Rugby World Cup is set to be a transformational tournament for the women’s game. The presence of so many female coaches and support staff will help break down stereotypes and challenge the perception of rugby as a largely male domain, and highlight the benefits of greater gender representation at all levels.

Championing Visibility and Building a Legacy

Sarah Hunter will be part of the Red Roses coaching team for the tournament and is a passionate advocate for the development of female coaches.

Hunter rose to the pinnacle of the game as a player, winning the World Cup in 2014 and going on to captain her country, before taking up coaching in 2023 following her retirement from the sport.

She believes the strong visibility of women on our TV screens throughout the tournament – including female commentators, physios, pundits, and match officials – will inspire young girls and women to pursue careers in rugby.

“And that’s true whatever lens you view it from. You’re going to see more women at the venues and on your TV screens — knowledgeable, insightful, articulate, passionate coaches, players and pundits. So, when people tune in, they’ll see that there’s something in the sport for them.

“The Rugby World Cup has an opportunity to inspire the nation on many fronts: female players inspiring the next generation of players, female coaches inspiring the next generation of coaches, or fans being inspired to play the game, coach, be physios, doctors or advocates for women’s sport in the media.”

Add to that list mums being inspired by Hunter herself, who has shown that being a new mother is no barrier to coaching at the highest level of sport.

“Being a female in this role I was given a unique opportunity that I felt really honoured and privileged to have. I also thought it was really important to showcase that you can be a coach in elite sport and still be a mother at the same time. Hopefully, in the years to come, my little girl will look back and be proud of what I’ve done.”

‘If You Can’t See It, You Can’t Be It’

Hunter believes that increased visibility of female coaches at the WRWC – World Rugby have set a target for women to make up at least 40% of coaching roles at the tournament – will help to demonstrate that a career in coaching is achievable.

“This tournament is on terrestrial TV, it’s on streaming, on social media. Now people can see it and they can aspire and dream: ‘I know it’s possible. It can be done’. 

“There have been people who’ve done it before — people just didn’t necessarily know about them.”

‘Visibility is Huge for Women’s Sport’

Beyond inspiring players and fans, the visibility of female coaches at the WRWC plays a crucial role in challenging outdated perceptions and redefining what leadership in sport looks like. 

By occupying high-profile coaching roles, women like Hunter and Red Roses attack coach Lou Meadows are not only shaping the game, they are reshaping public perception of who belongs in the coaching dugout.

“This is a real opportunity to showcase that when people see a coach in the coaching box or pitch-side, they’re seeing women too. I think it’s important to have that balance and that blend within the coaching make-up, to get the very best out of players.

Creating Space for Female Voices in Leadership

Hunter explains how increasing the number of female coaches can bring fresh perspectives, diversify coaching methods, and introduce new ways of thinking across the game.

“I’m a big believer in it’s the best person for the role, regardless of gender. But I also think women haven’t always been given the same opportunities as male coaches. 

“Female coaches bring a different dynamic to the environment – both in how they connect with individual players and how they influence the overall squad dynamic. Both genders offer unique strengths and having that mix adds real value to a playing group.” 

The recognition that female coaches can significantly enhance a group or programme is “more prominent than ever”, says Hunter, who emphasises the importance of having the right people in the room, with the right skillsets. 

“We know from research that women think and see things differently than men and that female players interact differently with male and female coaches.

“When people in leadership are making key decisions, you need balanced conversations. You need to understand how the decisions will affect people. You can only have that by having a diverse make-up of leadership roles and responsibilities. Women need a seat at the table, and we need men on board as allies for equity and equality in sport.”

Reflecting on representation within England Rugby, Hunter adds: “I feel lucky that I work in an organisation where I definitely feel I am valued, have a voice and am listened to and supported in my role.”

More teams and organisations are recognising that they are stronger when they include diverse voices, but that is not the case across the board. 

There’s still work to do to educate those in decision-making positions and encourage them to bring female coaches into leadership programmes — not as a tick-box exercise, but as a genuine investment.

Celebrating the achievements of brilliant female coaches at events like the WRWC is an important catalyst in driving change. By shining a light on their success, we aim to inspire more women and girls to get into rugby – and rugby coaching – and help build a rugby union culture where everyone can truly thrive.