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The Women in Football and Xero Small Business Programme 2026: Meet Eartha, Flo and Lydia
14 January 2026
To mark the kick-off of the third season of the Women in Football and Xero Small Business Programme, we're introducing the first trio of women who are involved and are shining a spotlight on their companies.
The programme offers a package of mentoring, networking and expert advice which has already proved transformational for many female-led enterprises, and these aspiring businesswomen are next up to receive a boost.
Eartha Pond
Company name: ESP Foundation
Company established: January 2020
Employees: No full-time (we use freelance staff)
What does the company do? Supports young people across Education, Sports and Policymaking.
Describe yourself: An award-winning leader working across education, sport, politics and community engagement. Founder of the ESP Foundation, championing equity, youth voice and opportunity through unique social impact, strategic partnerships and grassroots programmes that empower underrepresented communities and drive lasting systemic change.
Background connection to football: My football journey spans elite performance, international representation and governance. A former Young Lioness, I won championships across the Women’s Premier League, USA and the FA Cup with clubs such as Arsenal, Chelsea and Charlton Athletic. I represent St Lucia internationally in CONCACAF, contributing to the growth of the women’s game and served as a Non-Executive Director at The FA, helping drive progress across women’s and grassroots football.
Why did you want to join the programme and what are you hoping to gain? To strengthen the strategic and financial foundations of ESP Foundation. I’m hoping to gain expert mentoring, practical small-business insight and a trusted peer network that will support sustainable growth, sharpen our impact and help me lead the organisation with greater confidence and clarity.
What have you benefitted most from being a WIF member? Being a member has given me a sense of belonging and credibility, alongside access to trusted networks, learning and leadership opportunities. I’ve benefited most from the connection (albeit mainly online) with like-minded women, shared knowledge and access to practical support if required that strengthens my voice, visibility and impact across the football ecosystem.
Connect with Eartha on LinkedIn.
Florence Lloyd-Hughes
Company name: The Cutback
Company established: September 2024
Employees: No full-time (we use freelance staff)
What does the company do? Women's football media and journalism.
Describe yourself: I'm a broadcaster and journalist who has worked across the men's and women's game for the last decade.
Background connection to football: My relationship with football first started as a kid going to watch QPR, then I began playing, and spent time with the QPR girls' team. My obsession and love for football meant there was only one career path, it had to be sport, and I hoped it would be football. My career has taken me through journalism, media, comms, PR and now running my own media business.
Why did you want to join the programme and what are you hoping to gain? Every day presents a new challenge when you start a new business, there's so much stuff I'm learning and I would love to gain experience from others in the space, as well as learn some of those fundamental skills that help create growth for small businesses.
What have you benefitted most from being a WIF member? Networking and making connections.
Lydia Crudge
Company name: Lunar Insight
Company established: January 2025
Employees: No full-time (we use freelance staff)
What does the company do? Lunar is a women’s football research and strategy consultancy.
Describe yourself: I’m a women’s football fan, grassroots player, and business owner. In my professional life, I have over a decade of experience as a researcher and strategist, including three years as Nike’s London Insight Director, where I specialised in women’s football.
Background connection to football: I was the only girl on my primary school football team, and a huge David Beckham fan. As I got older, there was nowhere for me to play, and I drifted away. Then I got into women’s football with the 2019 World Cup and haven’t looked back.
Why did you want to join the programme and what are you hoping to gain? I wanted to be part of the programme for the community, and to build my financial skillset. Being a solo founder has its challenges and I’m looking forward to connecting with people in the same boat and supporting and learning from each other.
What have you benefitted most from being a WIF member? WIF has given me visibility into the business of football, and other women in similar positions. I’ve also interviewed WIF members as part of a project, which enabled me to connect with some incredible people, so I’m looking forward to meeting more.
Connect with Lydia on LinkedIn.
Empower, mentor, succeed
For a third consecutive year, Women in Football and Xero are offering 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. While 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.
Check out some of the highlights and learnings from our previous programmes below.
About Xero
Xero is a cloud-based accounting software platform that connects small business owners with their accountant or bookkeeper, banks and an ecosystem of apps and financial services to help them run their business. Through a range of partnerships, Xero is also aiming to empower and champion women in business and football.
You could get started with Xero today! Try Xero with 90% off for six months when you sign up through the Women in Football affiliate link.
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