2 November 2023


With the Women in Football Entrepreneur Mentorship Programme powered by Xero now under way, it’s time to introduce you to the WIF members who are receiving support for their business ventures through the initiative. 

Katy Blake, Blake Social

Blake Social helps sports organisations to grow, engage and monetise their fanbases through social media and content consultancy, alongside wider marketing support. Katy Blake, who has a strong background in social media and working on live sports events, is currently working with football stakeholders reaching from FIFPRO right down to Little Kickers. 

Katy says: “Sports marketing is heading through a revolution – and while I’m super excited to be there at the front of it, I’m also really keen to make sure that I build my business in a sustainable, impactful way, so we can help as many sports organisations as possible to get this right. The timing of this programme couldn’t have been any better, and I’m really excited to get involved.”


Lauren Heria, Equal Kicks

Equal Kicks offers business consulting and services. They research, create and inspire growth in women’s sport, helping clients to navigate the women's sport subculture and deliver meaningful partnerships and projects that benefit women’s sport and the clients' aims and objectives. Lauren is a semi-pro player for AFC Fylde, content creator and public speaker, particularly speaking on issues of gender and LGBTQ+ inclusion in sport, and an academic with a MSc in Sport Business and Innovation from Loughborough University. 

Lauren says: “I want to make my business a success to show other female athletes that entrepreneurship is an option for them. It is a way to maximise the skills they have gained as athletes to make impactful change and build a dual career or post-retirement career. I can see the enormous potential in what I am aiming to do, and this programme can support me to achieve my vision.”


Kate Jones and Hannah Roberts, OneTwo Technology

OneTwo Technology specialises in data analytics, offering a bespoke consultancy service which empowers clubs, national associations and other sports organisations to make effective data-driven decisions. Kate has a mathematics background, with experience in software development, particularly in the banking and finance industry. She moved into football with a role at the English Premier League and is also coaching in grassroots football in north Wales. Before starting in football as a data scientist at Everton FC, Hannah had a background in economics and statistics. She then moved into consultancy working for the Premier League, Belgian FA and Blackburn Rovers FC before starting OneTwoTech with Kate. The two are lifelong friends from Wrexham, with a passion for data, technology, and sport. 

They say: “Throughout both our careers, there has been very little visibility of women in the sports data sector. In all our combined projects, we have only worked with two women where the projects involved the football side of the club. We have both also experienced a lack of applications from women when advertising for data and tech roles both in and out of sport. We want to be visible, so others don’t feel that way and to encourage more people to apply.” 


Casey Lynchey, Female Football Factory

Female Football Factory provides football training and gym wear for women. Their ‘Terrace Anthems’ brand comprises a range of uniquely designed music- and football- themed T-shirts and hoodies. A teacher and Head of Women’s Football at Bury FC, Casey also founded a women’s recreational football club which now has over 250 members aged from 16 to 65. She runs Female Football Factory with her sister, who is a designer and has worked in the fashion industry for over 20 years.

Casey says: “We feel that we have a USP and great brand in an underrepresented area, but we lack the business experience to really know how to manage our time and investment effectively. We would love this to take off but definitely need some help on how to be successful businesswomen!”


Kelly Newton, Nixi Body

Nixi Body provides absorbent, discreet underwear for light bladder leaks and periods. Kelly launched the business following her own experiences of struggling with bladder leaks while exercising. After some research and finding only bulky underwear available, Kelly looked to design VPL-free and leak-proof knickers to wear while playing sports.

Kelly says: “We want to encourage women to be active at all life stages, menstruation, motherhood and menopause. Periods and leaks are the last taboos and with more girls and women participating in football, it would be great to work together to remove those barriers.”


Sally O’Donnell, SO Training & Consulting

SO Training & Consulting offers safeguarding training, supervision and consultancy across the sports sector, enabling leaders to create a positive safeguarding culture and a safe and enjoyable environment for children and young people. Sally previously worked in the criminal justice system and the housing, education and sports sectors, including at Morecambe FC and a county FA.

Sally says: “I’ve got plenty of experience in my field of safeguarding, training and consultancy, both inside and outside of football that provides me with a firm foundation to work from.  Mentoring could help refine my ideas and services by providing meaningful feedback so that the end product is of the highest quality possible. Having someone to share their experiences and suggest potential new revenue streams, opportunities to collaborate and different ways of working is exciting and I'm looking forward to pushing my business on to the next level.”


Lowri Roberts

In January, Lowri will be launching her consultancy business which aims to support organisations and brands to develop and implement their women’s football strategies and campaigns. The company’s purpose is to elevate and empower women and girls to thrive through sport. Lowri brings 15 years’ experience of working in the game – including five years as Head of Women's Football at the Football Association of Wales and five years at the English FA, working across marketing and commercial to build visibility and awareness for the Lionesses, the FA and the WSL. Before joining the FAW, Lowri worked for the English FA and Bristol City WFC. She's also a board member of the UEFA Academy Alumni Association and a graduate of the UEFA Diploma in Football Leadership programme and the Women in Football Leadership Course.

Lowri says: "I believe I have a clear value proposition as part of my business plan, an extensive network and a robust 15-year career in women's football which I hope will make me a credible consultant. However, I lack the understanding and skills of establishing and managing a consultancy business. I believe that the mentoring and business skills I would gain from this programme would support me to fulfil my potential as a consultant and in turn I hope I can continue to support the growth and development of the women's and girls' game through this next chapter in my career."


Claire Robinson, Halftime Consulting

Halftime Consulting is committed to positively changing the game through strategic decision-making that puts women at the centre of delivery. They take an authentic and innovative approach to creating insightful marketing strategies, campaigns and partner activations which drive growth and equality in women’s sport. An experienced marketer with a commitment to equality and progress in football, Claire Robinson has recently worked with high-profile names including Eni Aluko, Vivienne Miedema and Rachel Daly.

Claire says: “Through my work in the industry, membership of Women in Football, my children’s football teams and being a fan, I’ve seen the gap that exists between the men’s and women’s game first-hand. From a passion to close that gap and support a more equitable future for women and girls, I started this venture.”


Charlene Sharp, Another Sharp 1

Another Sharp 1 specialises in event management, project management, marketing and business development. Charlene spent over a decade at the BBC, where she worked on several high-profile projects and programmes to event planning on sporting events such as the Special Olympics, half marathons and charity sporting events, as well as directing and producing content for RamsTV at Derby County FC.

Charlene says: “I have attended many Women in Football events and have always come away, learning something new and making great connections in a supportive environment. The timing of this programme is ideal for me as I am at an exciting time in my career and entrepreneurship journey and this programme would be a great way to help keep me accountable to the stages that I am currently at.”


Sarah Wilkin, Fly Green Alliance

Fly Green Alliance are experts in sustainable aviation fuel, providing sustainable mobility solutions and working on energy transition in the travel and sports sectors through advocacy, policy work, business solutions and business intelligence. An innovator and pioneer in tech, Sarah worked freelance for 10 years in advertising, switching career to set up Fly Green Alliance. She has travelled widely and wants to combine her environmental commitments with her love of travel and sport.

Sarah says: “We have some excellent clients, associate partners and a strong knowledge base and want to take our business to a next level to accelerate the energy transition and increase environmental impacts as well as female leadership in sport and football. With mentorship and development of key skills we hope to grow successfully, to make good business sense, and be a sustainable business in all ways.”


Ella Williams, Our Goal

Our Goal is a community interest company which harnesses the power of football to empower girls and women by delivering football programmes for confidence and self-esteem across Manchester. Ella is a grassroots player and coach and passionate about female empowerment, women’s rights and football as a vehicle for these.

Ella says: “While I have the drive, energy, and ideas to make Our Goal a success, I worry that there are hurdles which might hold me back as a first-time business owner. By being part of the Xero programme, I hope to tackle each of these hurdles to give Our Goal a sustainable and successful future and to achieve my vision: to harness the power of football to empower girls and women.”


Keep an eye on the Women in Football website and social media channels for more on our WIF entrepreneurs and how their businesses develop with the support of the Women in Football Entrepreneur Mentorship Programme powered by Xero!

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