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Today we're hosting the sixth session of this season's Women in Football and Xero Small Business Programme – a brilliant project from WIF and global small business platform Xero which provides support for women building businesses around the football industry. To mark the occasion we're introducing three more women who are involved in the programme and telling you a bit about their fantastic companies.

 

Michelle Dorgan

Company name: To be announced as part of 2025 launch

Company established: I left my full-time position as Head of Marketing and Communications at Women in Football in July 2024 and am currently working as a sports marketing, training and development consultant while laying the groundworks for a new business set to take its first breath in 2025...

What does the company do? Currently I am a sports marketing, training and development consultant specialising in sports marketing consultancy, workshop facilitation, keynote delivery, team building and personal development. But in 2025 I will be launching a new venture bringing together the best female training professionals within the sports and EDI environment, to help improve the sports industry through high quality, engaging training and development sessions, celebrating and promoting female leadership. 

Describe yourself: I'm passionate about sport and travel, I’m fortunate to have (a) travelled around the world and (b) worked in sports marketing since 2005. I’ve worked with and for a host of different sports and sports organisations, from NGBs, not-for-profits, educational institutions and charities, to individuals, events and commercial organisations across sponsorship, account management, digital marketing, campaign and event management, as well as training facilitation and lecturing.

Background connection to football: While I love sports in general, having completed three half-marathons, snowboarded around the world (love Whistler), bungy-jumped off Victoria Falls and abseiled down Table Mountain, football remains my true passion. I’ve worked for the LMA and WIF, played since I went to Bournemouth University (highlight: playing at SGP in the Women’s Copa del Cure Leukaemia) and am a big Liverpool FC fan (men and women).

Why did you want to join the programme and what are you hoping to gain? I loved my time at WIF, and especially enjoyed working with the inaugural group of women on this programme last year. So when I left to go solo and set up my own business, applying to join myself was a no-brainer. I've already seen the positive impact it's had on the women who took part last year, so I know sharing my journey with a group of forward-thinking, innovative WIF entrepreneurs can only be beneficial to me. I also really need Xero's help on the finance front as I missed their sessions last year!

How have you benefitted most from being a WIF member? I joined WIF in 2008 when I was at the LMA (League Managers Association) and experienced my first WIF all-female football event soon after, which showed me there were lots of other women in football out there too. I then began working for WIF in 2020 and for the next four years had the pleasure of meeting and building fantastic relationships and friendships with countless amazing, inspirational women from the industry along the way.

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

 

Claire Bowden-Hughes

Company name: En2End Ltd

Company established: April 2019

What does the company do? We are a sports events and activation agency helping brands and rights holder connect and engage with their audiences by turning moments into memories through engaging physical and digital experiences that drive impact and lasting connections.

Describe yourself: I was raised on a sheep farm in Mid Wales, studied Languages at university and I'm fluent in French. After traveling post-uni, I began my career in high-end retail on New Bond St, moved to Manchester for sports event work, managed Aon's MU sponsorship, led sponsor events at Liverpool FC, and now run my own sports events agency. I'm also a first time Mum (fell pregnant aged 45) and now have a wonderful 2 year old daughter Bryony Rose.

Background connection to football: Managed Aon/MU sponsorship activations, later joined Liverpool FC to lead sponsor events and experiences, have over 15 year’s experience in football sponsorship and fan engagement and major events.

Why did you want to join the programme and what are you hoping to gain? To gain expertise in financial tools to make well-informed, strategic business decisions and navigate growth through calculated risks. And to surround myself with like minded people.

What have you benefitted most from being WIF members? Networking and connecting with industry professionals to broaden perspectives and strengthen alliances.

Feel free to connect with Claire on LinkedIn.

 

Lucy Horsell

Company name: PEBE

Company established: 2021

What does the company do? We're a sports bra brand offering the market leading sports bra, as well as workshops to schools and professional clubs.

Describe yourself: I have a background in corporate finance, and then moved into sports wear development. I designed my first sports bra 8 years ago, specifically for teen girls. I then left that company 5 years ago to set up on my own. I also work for The Well HQ as their resident sports bra and breast expert. I’m a qualified personal trainer, and hold specific qualifications in posture fitting. I have been previously on the Natwest accelerator programme and launched our in person service last spring to schools and clubs. 

Background connection to football: We work with numerous county FA’s hosting educational workshops and fitting services for players at grassroots level. 

Why did you want to join the programme and what are you hoping to gain? My close friend and informal mentor Kelly Newton from Nixi Body recommended me to your programme. I met the wider Xero team at a filming day with IDA and Lewes FC where I was modelling the football boots. I’m hoping to expand my understanding of women’s football so we can mould our company as we grow. Keen to also network with other women who are fighting for more equality in the game. 

What have you benefitted most from being WIF members? I’ve only just joined recently, but am loving being a member so far.

Connect with Lucy on LinkedIn.

 

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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