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The Women in Football and Xero Small Business Programme 2026: Meet Georgia, Sarah and Tammi
14 May 2026
The Women in Football and Xero Small Business Programme is nearing the end of its third season, but there's still cause for celebration. 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.
Georgia Rooney
Company name: Coffee Kick Collective Ltd
Company established: September 2025
Employees: Currently, I am the sole employee, but that will likely change soon!
What does the company do? Coffee Kick Collective is a mobile coffee service specialising in football, sports, and community events.
Describe yourself: I am a passionate entrepreneur with a background in video marketing, video-centred learning and development and new business development.
Background connection to football: I am a former referee and referee developer, and I serve as a Non-Executive Director on the Board of Sussex County FA. As of the 25/26 season I represent Sussex on the FA Council. I am also Vice-Chair at Brighton Seagals FC, promoting inclusivity in grassroots football.
Why did you want to join the programme and what are you hoping to gain? Having been self-employed for a long time, I recognise the necessity of both 'working on', as well as 'in', my business. The Women in Football and Xero Small Business Programme sounded like the perfect way for me to create some infrastructure for myself to get my new business off the ground. I liked the idea of the group support, and the accountability that we will all get, from the group and from having a mentor. In addition, the programme covers a range of content that I’ve got no doubt I will learn from and that will help me put essential foundations in place during this early and important time in my new business.
What have you benefitted most from being a WIF member? As a member of Women in Football for four years, I've completed the Leadership Programme and attended several Be Inspired Conferences, including volunteering at the 2025 event. I also helped establish the first South East regional WIF events with Cassie Whittell. My experience of all of these events has always been game-changing, and the connections I've made through WIF have greatly enriched both my professional and personal life.
Connect with Georgia on LinkedIn.
Sarah Knapp
Company name: Mindset for Performance
Company established: September 2022
Employees: None, just me.
What does the company do? Provides sport and exercise psychology consultancy - supporting dedicated athletes to overcome self-doubt, build trust in themselves, and perform with greater freedom, confidence, and purpose.
Describe yourself: I’m passionate about helping people perform at their best while protecting their wellbeing. Through my work, I support athletes, coaches and high performers to build confidence, manage pressure and thrive in high-performance environments.
Background connection to football: Working in a women's football team was a key part of my sport psychology training. I’ve supported players and staff using a values-led, psychological approach, combining individual and group work to strengthen cohesion, communication and performance. Those experiences deepened my commitment to supporting female football players with confidence, emotions and wellbeing and to helping create cultures where players feel safe, supported and able to perform at their best.
Why did you want to join the programme and what are you hoping to gain? Through the programme, I’m hoping to gain greater confidence and clarity in the direction of my business and refine how I work with athletes. I’m keen to deepen my understanding of the women’s football landscape, build meaningful collaborations, and develop a sustainable service that positively impacts both performance and wellbeing.
What have you benefitted most from being a WIF member? The WIF membership has allowed me to learn from others’ experiences, feel supported by a community that understands the realities of the game, and share challenges openly. The network has expanded my connections across football and given me valuable insight as I develop how I work.
Connect with Sarah on LinkedIn.
Tammi Gaw
Company name: TG International Consulting
Company established: 2024
Employees: Just me (for now!)
What does the company do? Global Sports Business Strategy/Risk Management Consulting.
Describe yourself: I am a lawyer, speaker, sports business strategist, Board Director, Trustee with Scottish Archery, and a Member - UK International Anti-Doping Panel through Sport Resolutions. I began my career in sports medicine and have continued that work through advocacy and consulting on athletes' rights and welfare, with a focus on women's sports. I'm a professional disrupter and work with individuals and organisations to rethink their approaches to the business of sports. I am also addicted to travel and outdoor activities, which makes Scotland the perfect place for me to call home.
Background connection to football: While in the US, I worked in sports medicine with university sports teams, including women's football teams. Since transitioning to law and business I have worked with individuals and teams on their strategies and business goals. I also help women's football groups and teams discover and maximise brand partnerships and business collaborations.
Why did you want to join the programme and what are you hoping to gain? Transitioning my life and work from the US to the UK has been rewarding, but also difficult. I have a wealth of experience and connections, but in some ways I'm starting over. I am hoping to meet and be inspired by other entrepreneurial women, to be guided by the experts and mentors, and to encourage the other participants in their business path.
What have you benefitted most from being a WIF member? The relationships are the best thing about being a WIF member. It's such a collaborative group, and it's easy to make connections with the other members. I've gotten to know members in Scotland since moving here and am excited to get even more events in the country.
Connect with Tammi 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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