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The Women in Football and Xero Small Business Programme 2026: Meet Teni and Laura
19 March 2026
Season three of the Women in Football and Xero Small Business Programme is in full swing. It’s time to meet our next two featured entrepreneurs and celebrate the fantastic impact their companies are making.
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.
Teni Charles
Company name: ThisConnect Sports
Company established: January 2025
Employees: 3 co-founders (including me and my brothers!) and a range of ad hoc project-based freelancers.
What does the company do? ThisConnect Sports is a 'Cultural Lab' and collective of sports fans members bridging the gap between urban culture and the sporting world. We use fan engagement to drive representation, embracing fans who want more than just a game – they want a community where their culture is not just seen, but celebrated. Catch us doing events, brand activations and/or experiences with your favourite sports brands, clubs and leagues.
Describe yourself: I'm a semi-pro footballer currently playing for Barking WFC whilst representing St. Vincent & Grenadines for international duty. A girl whom grew up in a household full of boys who are today still my biggest supporters for empowering me to use vulnerability in my story and journey to lead social impact change through the power of sport. So with this, you'll often catch me public speaking and being a youth mentor across various leadership and development programmes.
Background connection to football: I'm an athlete and sport has shown me that I can truly achieve anything I set my mind to, both on and off the pitch.
Why did you want to join the programme and what are you hoping to gain? I'm looking forward to gaining confidence in all things business financials whilst extensively developing my skills as a founder and build plans needed to authentically integrate true diversity connects into fan engagement for women's football and wider sport.
What have you benefitted most from being a WIF member? Honestly, it’s so empowering to be around like-minded individuals. It’s so great to network, learn, get to events, listen and also be a part of a group I feel heard in. Its power!
Connect with Teni on LinkedIn here.
Laura Wolfe
Company name: Road3 / Road3 Concierge Ltd
Company established: 2018 (Road3) and 2020 (Road3 Concierge Ltd)
Employees: 2 and freelancers
What does the company do? Road3 is an events company, working mainly in football and the communities around the game, creating, delivering and activating high-profile sporting events, corporate campaigns, conferences, awards, and private events. Road3 Concierge is Road3’s sister company; a luxury lifestyle management and player care company, managing the demanding lives of sports and entertainment personalities and their families.
Describe yourself: A proud mum of two boys, and Teddy, the cavapoo. I'm also a Manchester City fan and the founder of an events agency, and player care agency, which looks after the lives some of football’s biggest names, supporting them and their families, enabling them to focus on their football on the pitch.
Background connection to football: I have been a football fan all my life and have worked in and around football for the past fifteen years. Road3 also owns and delivers the Northwest Football Awards, and our clients are largely football clubs, organisations and players. My life pretty much revolves around football training schedules, fixtures and results!
Why did you want to join the programme and what are you hoping to gain? I’ve heard first-hand how valuable this programme is and want to step outside my comfort zone to see where it takes me. Running a business can be lonely and tough, and I’m eager to join a supportive network to gain knowledge, build confidence, and grow.
What have you benefitted most from being a WIF member? Being a WIF member has given me a powerful network, trusted support and shared understanding in an often-male dominated industry. The connections I’ve made have been invaluable, both personally and professionally, helping me grow, learn and feel less alone in the crazy industry in which we work.
Connect with Laura 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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