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With the final session of this season's Women in Football and Xero Small Business Programme taking place next week, we're introducing two more women who are involved in the programme and telling you a bit about their fantastic companies. The programme is a joint project from WIF and global small business platform Xero which provides support for women building businesses around the football industry – read more below.

 

Julia Cove-Smith

Company name: Eleven as One

Company established: May 2024

What does the company do? Designs and sells women’s football kits.

Describe yourself: I’m a Retail Marketer with eCommerce and business leadership experience, and am former CEO of Emma Bridgewater Ltd, where I grew the business from £15m to £36m turnover.  At Emma Bridgewater Ltd I secured an £8m investment from BGF, and led the business to achieve B Corp status in January 2022. I’m a member of the Keele Business School Advisory Board, a School Governor, Sports Volunteer, a Trustee for GFS and a regular Mentor on the Virgin Start Up programme.

Background connection to football: I’m one of the generation who was told no when I asked to play football at primary school in the 1980s, and I was directed to the netball courts instead. I love netball, but have always been a big football fan and am delighted that my three children (two girls and a boy) all play football. I run an u16 girls football team in Surrey with the aim of encouraging as many local young women as possible to get involved and love the game!

Why did you want to join the programme and what are you hoping to gain? I’m keen to join the programme to meet other women working in football start ups or growing businesses. I’m looking forward to sharing ideas and pooling our experience to support each other as much as possible.

How have you benefitted most from being a WIF member? I joined WIF in early 2024 and have already benefited from understanding more about the opportunities available for women working in football, and also from the networking opportunities available. I’ve also found the research WIF publishes really useful, and a driver to keep me pressing on with my business. I’ve been really amazed by how open, welcoming and supportive everyone I’ve met in via WIF has been – particularly given I’m so new to football in many ways.

If you'd like to say hello, connect with Julia on LinkedIn

 

Zoe Brough

Company name: ZB People & Culture Consulting Ltd (ZB People)

Company established: September 2024

What does the company do? HR consulting. ZB People provides collaborative people and culture solutions to sports clubs, sports businesses and SMEs to improve working lives.

Describe yourself: I'm a commercial, senior HR professional committed to bringing out the best in others and improving business success through people and culture initiatives and projects. I thrive on collaborative problem-solving and believe in kindness and compassion in the workplace. I'm from Yorkshire. I enjoy music, live events and the arts and have discovered a love of running. In the last twelve months I have completed three 10ks, two half marathons and a metric marathon and raised over £1000 for Samaritans.

Background connection to football: With a decade of experience as an HR and EDI leader in the game at City Football Group and Wolves, I bring deep industry insight. My HR background spans e-commerce, retail and the public sector, alongside roles in executive search and music retail operations. This diverse experience enhances my strategic approach to people and culture in sports. As a teen in the 1990s I worked on the turnstiles of my local club and became an extra in a football hooligan film.

Why did you want to join the programme and what are you hoping to gain? I'm driven to join the programme to become equipped with insights to navigate the unique challenges of entrepreneurship, refine my strategic approach and build a strong foundation for sustainable growth in the HR consulting sector. I'm hoping to meet and bond with others from whom I can learn, be that my peers and mentor(s). I also want to keep my profile raised. 

What have you benefitted most from being a WIF member? Being part of WIF has enriched my career by providing invaluable industry connections, unique, practical experiences (for example, the 'What If' campaign allowed me to take part in a leadership and governance workshop with TGF in 2019). The group has empowered me to navigate challenges unique to the football industry, foster growth and champion gender diversity in the sports business world.

You can connect with Zoe on LinkedIn here

 

Empower, mentor, succeed

For a second consecutive year, Women in Football and Xero are offering promising businesses a comprehensive package of support, in a 'game of two halves' format, through the Small Business Programme.

The programme provides a culture of belonging and empowerment which offers those taking part the opportunity to connect with other women facing the same daily obstacles.

The first half of the Women in Football and Xero Small Business Programme develops participants' enterprise skills, knowledge and professional networks. Seven in-person and online workshop sessions cover useful topics such as business finance, starting or growing your business, branding, networking and looking ahead to being an effective and inclusive employer. 

The second half provides one-to-one mentoring by matching up the entrepreneurs with Women in Football members who have already built successful businesses of their own.

The inaugural programme, which took place over the course of this past year, was a roaring success, featuring a cohort of 12 brilliant female entrepreneurs, and a wide range of business types including a tech company, an underwear retailer, a social agency and various consultancies.

Check out the highlights from last year’s programme

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