Welcome to Wrexham 3×04, “Risky Business,” spends less time on the pitch in favor of spotlighting the fragility of the businesses surrounding the game, including the docuseries itself. The episode’s framing of such weighty endeavors couldn’t be more clever. “Risky Business uses the Birthday Wars between co-chairmen Ryan Reynolds and Rob McElhenney as a launch point. From there, Welcome to Wrexham branches off into the local community, former players’ business endeavors, and current players’ projects.
It’s a smart, self-aware approach, as the docuseries knows that Reynolds and McElhenney’s star power has already drawn so many eyes to the club and the city.
Welcome to Wrexham uses that tactic throughout “Risky Business,” weaving Reynolds and McElhenney — mostly McElhenney — in and out of the episode but keeping the focus on the club and the small businesses it affects in one way or another. For instance, McElhenney’s gift to Reynolds in October 2023 garnered plenty of traction on social media. The video with Chris Pratt currently sits at 5.3 million views on X. So, any more prominence, other than its mention for the documentary’s sake, feels unnecessary.
Instead of diving deeper into its (or any of the other pranks’) making, “Risky Business” creates a Birthday Prank War montage to better utilize its time – and it does. Welcome to Wrexham immediately pivots to why the Ryan Rodney Reynolds Memorial Park matters.
“Risky Business” pulls in Wrexham’s Mayor Andy Williams to voice how pride in Wrexham is experiencing a positive shift because the club and the community are one and the same. That community context reframes the club’s Director Shaun Harvey’s comments about investing in Wrexham AFC’s promotion through the ranks to the Premier League as a risky venture. Of course, much of that investment is financial, but it also concerns the supporters and the broader community’s perception of the club’s longevity and success.
Welcome to Wrexham could focus solely on the dollars coming out of the pockets of Reynolds, McElhenney, and others to finance the club and revitalize the town. “Risky Business” finds a more appealing and accessible angle through the town hall that Bryan Swarberg, the VP of Content Strategy and Operations at More Better Industries. Hearing people’s suggestions to support the small businesses around the Ryan Rodney Reynolds Memorial Park is as effective as seeing the vacant shops slowly become occupied again.
One of the standout parts of “Risky Business” is the personal look it takes at one of Wrexham’s businesses – Goch & Co., co-founded by Stan and Valerie Creusailor. The couple, who has been together for 52 years, works to bring Zimbabwean flavors to Wales. Of course, “Risky Business” sees Valerie speak about how the business and nightlife have progressed since Reynolds and McElhenney invested in Wrexham. Still, the best part of her story is just that. As the mayor says in “Risky Business,” the club is the community and vice versa, so it’s valuable to platform anecdotes like Valerie’s with Goch & Co.
“Coming to Wrexham was a bit of a risk because there were not many people of color around. We didn’t know if people would accept a Black woman running a business. I had to prove myself,” Valerie says. She also shares that Goch & Co. now has eight flavors and that she hopes that Wrexham only gets “more vibrance, more color.” In turn, “Risky Business” thoughtfully discusses how Welcome to Wrexham is a key – though not the sole – ingredient in strengthening Wrexham further. Executive Director Humphrey Ker explains the docuseries’ complicated relationship with the club and the city’s growth.
As Ker speaks, it becomes evident that it must be an immensely delicate balance to be on their guard and ensure they “center local opinion, local thinking.” As far as Welcome to Wrexham Season 3 is concerned as a docuseries, it is doing a great and wholesome job.
The doc has a knack for valuing everyone’s story that it features, like the photographer Oliver Stephen from 3×02, “Goals,” and Dan Rowe, a wellness consultant who works for the charity Andy’s Man Club during 3×03, “Notts Again.” “Risky Business” even prioritizes another angle in following the former Wrexham and Wales player Neil “Robbo” Roberts’ efforts in creating a wine bar while respecting “its heritage” that dates back to the 1800s.
It’s endearing to see Wayne Jones, owner of The Turf, and McElhenny stop by Roberts’ business and offer advice. Moreover, that support system is a prime example of the irrefutable bond between community and club. Additionally, and more specifically, it’s refreshing to hear McElhenney’s disappointment in the non-existent communication between the club and Roberts’ daughter Mia when Wrexham AFC Women released her.
That meaningful dialogue is also the segue that “Risky Business” needs to discuss players’ relationships with personal ventures and life after their football careers.
Welcome to Wrexham is unique in that it chronicles changes with Wrexham AFC and Wrexham but also picks up on football’s evolution.
Roberts indirectly mentions this when he says footballers now have businesses when they were only meant to focus on the football when he played. Pairing that perspective with Wrexham’s forward Ollie Palmer doing business for Wrexham (The HP commercials are silly!) and himself (The WXM clothing line is slick!) is good storytelling. Palmer adds an extra layer by explaining the impact of Reynolds and McElhenney going the extra mile to help the players in their professional endeavors alongside or outside of football.
That gesture pairs with Palmer putting a footballer’s future into perspective. “We’re not millionaires. We retire with not much of an education, 35-40 years old, without being in any other industry, and you’ve got to restart.” With all that in mind, “Risky Business” finds the perfect, stressful cliffhanger — Wrexham drawing a game they should’ve won after goalkeeper Arthur Okonkwo picks up a fractured jaw (!) injury.
It underscores how every bit of this journey – the docuseries, the community investment, the club’s work – is so precious and powerful because of its fragility.
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What did you think of Welcome to Wrexham 3×04, “Risky Business?” Let us know in the comments below!
Welcome to Wrexham airs on Thursdays at 10/9c on FX and streams on Hulu the next day.
