At Carlisle United, it’s the people who make the club what it is — on the pitch, in the community, and behind the scenes. In this feature, we caught up with Nick and Jenna DeMasi, two of our club directors, to chat about life at Brunton Park, their work with the team and Academy, and how they’ve embraced Carlisle as a second home.
They spoke about building a strong club culture, the progress being made off the pitch, and their hopes for the rest of the season — both personally and professionally.
It’s a great insight into two of the people helping to drive Carlisle United forward, sharing the same passion and commitment that runs through every part of the club.
Introductions
Nick:
“I’m Nick DeMasi, married to Jenna, whose parents own Carlisle United. As a director, I’m involved in the day-to-day running of the club and I work closely with the Academy. I attend training sessions and matches and spend time with our football staff, joining player breakfasts and chatting with recruitment. It’s been an amazing experience being part of this club and community.”
Jenna:
“And I’m Jenna, also a director. Nick and I absolutely love being here — Carlisle really feels like a second home. Right now, I’m leading the renovation of the Players’ Lounge so that the first team and Academy players have a great space to relax, play pool, and connect. We’ve seen how much a positive off-field environment helps performance on the pitch. Supporting both the football and administrative sides benefits the entire club and the city.”
On Club Culture
Jenna:
“Culture has been a big focus for us — and something we’ve learned a lot about over the last couple of seasons. As Americans, we have that “yes, we can” mentality, and we’ve tried to empower staff across the club to make positive decisions and move things forward, within reason.”
“We’ve also brought in some fantastic people. Our new Head of Football Operations, Marc Tierney, has been a huge breath of fresh air. He’s helped bridge the gap between football and office creating a unified, cohesive club.”
Nick:
“In the past, there was sometimes a divide between departments. The new structure has changed that — everyone feels part of one team now. There’s a real “we’re all in this together” spirit at Brunton Park, and it’s made a massive difference.”
Off-the-Pitch Developments
Jenna:
“People might be aware of the fantastic hospitality developments, but there’s so much more happening behind the scenes. We’ve invested in player accommodation so that loan players — like Chris Conn-Clarke — have a true home-from-home. We’ve purchased and renovated several properties on Warwick Road.”
“We’ve also improved the academy infrastructure, because youth development is key to our future. Players like Jack Ellis and Gabe Breeze, now regulars in the first team, show exactly why that pathway is so important.”
Nick:
“And at Sheepmount, plans are moving forward for a dedicated training facility. We’ve seen the designs, and it’s really exciting. We’re working with the council toward a 99-year lease to bring that vision to life.”
Commercial and Community Growth
Nick:
“Even though we’re in a lower league, the support from fans has been incredible. Attendance has stayed strong, and the community’s backing means so much — it shows their loyalty and belief in the club.”
Jenna:
“Commercially, things are moving in the right direction too. We’ve added LED boards around the ground, expanded partnerships, and even secured a shirt sponsor for Olga the Fox, our club mascot! Kerry who leads our commercial operations, has done an amazing job building those relationships. Every partnership helps us take another step forward.”
Season Highlights
Nick:
“There have been plenty of memorable moments. The win at Altrincham stands out — down to ten men, in the pouring rain, and still came away with three points. It was a gritty, determined performance. Games like Scunthorpe away showed that same resilience, while home wins like Braintree Town have been a joy to watch. Hopefully, the biggest highlight is still to come later this season.”
Jenna:
“My favourite was that 5–0 home win against Braintree — even though we missed it because our flight got cancelled! Watching from home was bittersweet but so exciting. The following 3–0 win was the first time I actually felt relaxed during a match!”
“The National League has also been so welcoming. Clubs like Scunthorpe, Brackley Town, and Sutton have shown wonderful hospitality. We’ve met so many great people and we want visiting clubs to feel just as welcome here at Brunton Park.”
Life Outside Football
Nick:
“Outside of football, Jenna’s pregnant — our first child! We love the outdoors and exploring the Lake District. Coming from Florida, the hills and scenery are incredible. We also enjoy dining out — Fantails, Alexandros, and The Halston are some of our favourites. And if I’m not watching Carlisle, I’m usually staying up late to watch U.S. football or baseball!”
Jenna:
“We love train trips to Windermere, walks through Gelt Woods, and the occasional weekend up in Edinburgh. At home, I’m deep in “nursery mode” — Nick’s been assembling furniture nonstop! It’s a big change, but we’re so excited.
“This will be the first grandchild on both sides, so everyone’s excited! Both families are back home in Jacksonville, and we’ll have plenty of help when she arrives. And for the record — despite the jokes — her name won’t be Olga!”
Matchday Routine
Nick:
“We usually start with breakfast, then head to the Fan Zone — although early on, we were a bit superstitious about it! My favourite moment is when the players walk out and the energy builds. It’s electric.”
Jenna:
“That’s my favourite part too — when the roar goes up and the stands come alive. My least favourite? Stoppage time! My heart rate skyrockets — my fitness tracker literally tells me to breathe!”
Looking Ahead
Nick:
“Our goal is clear: promotion. Ideally as champions, but we know it’s a long, tough season. Every point must be earned. We’re confident in the direction we’re heading and realistic about the hard work it takes.”
Working with Family
Jenna:
“I love it. Working with family can have challenges, but we all stay in our lanes. My dad’s philosophy is simple — if you do your job well, he’ll back you completely. We’ve all inherited that strong work ethic. I actually miss my parents when we’re here; it’s a privilege to work alongside them.”
Nick:
“I don’t work directly in the family business, but being part of the club together has been fantastic. They’re incredibly supportive and trust us to take ownership — that makes it easy to enjoy the work.”
Careers Beyond Carlisle United
Nick:
“I work for Ernst & Young in the anti–money laundering division, reviewing financial cases and risk backgrounds. It’s been a great experience and keeps me sharp outside football.”
Jenna:
“I lead marketing and recruiting for Magellan, a business-to-business company. I focus on employer branding — helping people understand why they’d want to work with us. It’s a job I love and one that balances really well with my work at Carlisle United.”
Final Thoughts
For Nick and Jenna, Carlisle United is more than just a club — it’s a community, a project, and a home away from home. Their passion, energy, and family spirit continue to shape the future of the Blues, both on and off the pitch.