The Future of Womens Sport Is Here

The Boot Room Revolution: How One Founder is Resaping Women's Sport from the Ground Up

An entrepreneur is sparking a revolution in women's athletics, tackling everything from ill-fitting football boots to the lack of dedicated retail spaces. Laura Youngson, a businesswoman whose work has significantly impacted gender equality in sport, has created an innovative hub in central London designed to celebrate and support female athletes and their fans, establishing a new focal point for a rapidly growing community.

The new venue buzzes with an energy that confirms its necessity. Inside the hub for Style Of Our Own (SOOO) London, which welcomed its first customers in June, a new generation of fans affirms the shifting landscape of sport. Young girls arrive requesting Leah Williamson’s name printed on their football shirts. At the same time, forty-something women are experiencing their very first professional sports bra fitting. This diverse clientele highlights a broad, underserved market that is finally being acknowledged.

Youngson reflects on the uncertainty before the launch. One can never truly predict the public's reception until the doors open. Witnessing how females have immediately connected with the environment has been an amazing affirmation of the concept. The space has quickly become a testament to the powerful, unmet demand for a place where women's sport is not an afterthought, but the main event.

A New Home on Regent Street

The engaging temporary establishment is on Regent Street, occupying a prestigious spot. The Crown Estate made the location available. This temporary store serves as a comprehensive centre for women’s sports merchandise, kits, and essential equipment. More than just a retail outlet, the space boasts a miniature three-person soccer field, offering a unique opportunity for customers to test products. It also includes dedicated areas for hosting gatherings and instructional sessions, alongside screens broadcasting all the key events from an exciting summer of sports.

This venture is a significant step forward for the visibility of women's athletics. The choice of Regent Street, one of London's most iconic shopping destinations, sends a powerful message about the commercial and cultural importance of female sport. The Crown Estate's partnership in providing the premises underscores a growing institutional recognition of this movement. The hub brings together over 20 independent, UK-based small businesses, most of which previously operated exclusively online, giving them a physical presence in a prime location.

The dynamic nature of the establishment is central to its mission. Planned to run until 31 October, SOOO is hosting more than 200 functions, from expert talks and workshops to organised community runs. This packed schedule aims to cultivate a strong sense of community and engagement, transforming the store from a simple shop into a vibrant gathering place for athletes and fans alike. It represents a tangible investment in the infrastructure surrounding women's sport.

A Space Long Overdue

Youngson believes a hub specifically for women's sport, where it takes centre stage, has been needed for a very long time. Many of the ideas behind the store seem obvious in retrospect. Recent years have provided overwhelming evidence of the demand. Enormous stadiums were filled for the Women's Euros, demonstrating a massive and engaged audience. Likewise, the Women's Rugby World Cup saw a massive quantity of passes purchased, signalling broad enthusiasm across different sports.

The phenomenon of Mary Earps’s goalkeeper jersey provides another stark example. After Nike initially declined to produce a replica for fans, public outcry led to a petition with over 150,000 signatures. When the shirts were eventually released, they sold out within minutes, a powerful rebuttal to the argument that there was no commercial demand. Earps herself called the initial decision "hugely disappointing and very hurtful," highlighting the feeling of being an afterthought. These events prove that a dedicated retail space should have existed long ago.

The commercial argument is becoming impossible to ignore. A 2024 report valued the women's sports merchandise market at over $4 billion in the US alone, yet found that for every nine men's items available, there is only one for women. This highlights a significant supply gap. Research also shows that 32% of fans struggle to find retailers that sell women's sports products. SOOO directly addresses this market failure, providing a solution that is both culturally necessary and commercially astute.

An Exceptionally Swift Turnaround

For Youngson, an avid football enthusiast, turning her vision into a physical store was both an exercise in persistence and a frantic dash to meet a deadline. The project moved at a breathtaking pace, reflecting the agility and drive within the women's sport ecosystem. As late as mid-March, there was no confirmed location for the pop-up. The keys to 245 Regent Street were in her hands by 1 May, and she welcomed customers just over four weeks later on the fifth of June.

This rapid execution demonstrates the entrepreneurial spirit that characterises the movement. Youngson notes that the store is in a constant state of evolution. It is an incredible space already, but it also continues to evolve each week. As they gain more knowledge, they adapt and make changes, constantly engaging with shoppers and refining the experience. This approach rejects the idea of a finished, perfect product. Instead, it embraces the mindset that the work has started and will be made better through continuous improvement and adaptation.

The swift creation of the hub embodies the dynamic nature of women's sport itself. This is a field accustomed to fighting for its place, moving quickly to seize opportunities, and building its own structures when existing ones prove inadequate. This agility is a core strength, allowing ventures like SOOO to respond directly to the immediate needs and desires of a passionate and growing community, without the delays often associated with more established, slower-moving entities.

The Power of Strategic Partnerships

The rapid creation of SOOO was made possible by a network of powerful supporters. The venture was chosen from a field of over 1,000 contenders for the Meanwhile On initiative from the Westminster city council. This initiative transforms vacant or underused retail spaces into launchpads for emerging brands and entrepreneurs, revitalising the high street while helping new businesses grow. Successful applicants receive access to a prime location, significant relief on business rates, a budget for store design, and expert retail consultancy.

Mastercard's involvement was another critical component. Youngson states that the financial technology company agreed to back the entire project, providing invaluable support for financing, fit-out, and marketing. The partnership was essential to making the ambitious vision a reality. Mastercard has demonstrated a longstanding commitment to women's sport, with a portfolio that includes sponsorships of Arsenal Women FC and the Women's Rugby World Cup. Their support for SOOO aligns with a broader strategy to champion gender equality and inclusion.

This collaboration between a grassroots entrepreneur, a city council, a major landowner, and a global corporation illustrates a new model for progress. The Crown Estate provided the physical space, Westminster Council offered the strategic framework and support, and Mastercard supplied the financial backing and marketing power. This powerful alliance demonstrates a shared belief in the cultural and commercial value of women's sport, creating a blueprint for how public and private sectors can unite to foster innovation.

A History Rooted in Activism

Youngson’s professional history is deeply embedded in promoting equal opportunities for genders in athletics. A pivotal moment came in 2017 when she guided a team of women up Kilimanjaro. There, they participated in a football game at a record-breaking elevation with Equal Playing Field, a community-based organization aimed at confronting gender disparity in athletics.

The game itself was an incredible feat of endurance. Played at an altitude of 5,714 metres in the mountain's volcanic crater, the 90-minute match ended in a 0-0 draw. The squad consisted of 32 players from over 20 nations, including former international professionals and competitive amateurs. They battled altitude sickness and freezing temperatures to make a powerful statement. The event highlighted the lack of opportunities, unequal pay, and disparity in media coverage that female athletes endure.

This act of protest and resilience was the catalyst for Youngson's next venture. During the climb, she discovered a universal problem shared by players from all over the world. Their football boots, designed for men or children, were causing significant pain and discomfort. Even athletes who had competed at the Olympics and World Cups had never worn boots made specifically for women. This realisation planted the seed for Ida Sports and set Youngson on a path to address inequality not just through advocacy, but through innovation.

Fixing the Foundation: The Problem with Boots

The experience on Kilimanjaro crystallised a fundamental issue: the sports industry was failing to provide female athletes with the most basic and essential piece of equipment. Typically, the shape of a woman's foot is different from a man's; their heels are often more slender, their arches are more pronounced, and the front part of their foot is wider. When women are forced to wear footwear designed for male anatomy, it can lead to a host of problems, from persistent discomfort to serious injury.

This issue is not merely anecdotal. A 2023 study by the European Club Association found that 82% of female athletes in Europe's top clubs experience frequent discomfort from their athletic shoes. The research highlighted the need for new designs to accommodate female foot morphology. Furthermore, improper footwear has been associated with a greater possibility of sustaining severe anterior cruciate ligament (ACL) injuries, an issue that has plagued women's football for years. The lack of appropriate gear forces athletes to compromise their health and performance.

The industry’s traditional approach has been described as a dismissive strategy of taking a men's product, making it smaller, and adding stereotypically feminine colours. Youngson’s decision to create Ida Sports was a direct response to this systemic neglect. She resolved to create football boots engineered specifically for women's bodies, addressing a problem that major brands had overlooked for decades, and which she refers to with the phrase 'shrink it and pink it'.

The Alarming Link to Injury

The problem of improper footwear extends far beyond simple discomfort. It is a critical factor in the alarming rate of ACL injuries among female footballers. Research shows that women are two to six times more likely to suffer an ACL tear than their male counterparts. This devastating injury can sideline a player for an entire season and have long-term consequences for their career. Many high-profile players, including England captain Leah Williamson, have been affected, highlighting the urgency of the issue.

The design of men's boots can contribute directly to this heightened risk. Dr Emma Ross, an expert in female physiology, explains that studs and soles designed for the weight and power of an average man can act like an anchor when worn by a lighter female player. This creates excessive rotational traction, the force that grips the pitch during sharp turns. When the foot is locked to the ground while the body twists, it places immense strain on the knee joint, which can lead to a rupture.

Recognising this danger, innovators are finally developing solutions. Companies like Ida Sports and Nike are creating boots that cater to female biomechanics, aiming to reduce dangerous rotational forces. Nike's Phantom Luna boot, for instance, features a design intended to reduce rotational traction at the knee. While footwear is just one piece of a complex puzzle that also includes training protocols and hormonal factors, providing equipment that works with, not against, the female body is a crucial step in protecting athletes.

Ida Sports: Engineering a Solution

In 2020, three years after the Kilimanjaro match, Youngson officially created Ida Sports to provide a concrete solution to the footwear problem. The company’s mission was clear: create football boots engineered from the ground up to fit the female anatomy. The first step was to alter the footwear's shape for greater comfort, incorporating features like a narrower heel cup and increased arch support to match the typical female foot structure.

The next focus was performance. Understanding that women's biomechanics are different, the Ida Sports team examined their interaction with the playing surface. Because women's hips are generally wider apart, the angle at which their legs meet their knees (the Q-angle) is different from men's. This affects movement patterns and pressure distribution. In response, Ida Sports re-engineered the sole and the pattern of the cleats on their shoes to function more effectively with the female body, aiming to improve stability and reduce harmful strain.

The development process was rigorous and athlete-focused. Prototypes were tested with both professional and amateur players, including at another record-breaking match organised by Equal Playing Field at the Dead Sea in 2018. This direct feedback was crucial in refining the design. When the first boots launched, they received five-star reviews from players around the world, validating the need for the product. Ida Sports proved that by heeding the feedback of female athletes, it was possible to create superior equipment that had been ignored by the mainstream market.

Beyond 'Shrink It and Pink It'

Aside from the pioneering engineering that defines their footwear, IDA also gives women extensive options regarding design, hue, and appearance. For too long, female athletes at all levels have been accustomed to a frustrating retail experience. It was common to walk into a sports shop and find sections for men and children, but nothing specifically for women. Finding a pair of women's football boots often required asking staff, who would frequently react with surprise or confusion.

This lack of visibility and choice sends a demoralising message. For Youngson, offering a selection goes beyond just presenting appealing color schemes; it provides validation. It is about finally making female athletes feel seen and valued by an industry that has historically marginalised them. The feeling that you matter as a player, that your needs are being considered, is incredibly important for confidence and belonging in sport.

Youngson contrasted her method of heeding the feedback of female shoppers and creating products they genuinely desire with the conventional industry practice. This consumer-led philosophy is a radical departure from the top-down model that has dominated sportswear for decades. It represents a fundamental shift towards a more inclusive and respectful way of doing business in the world of sport.

Fostering a True Community Hub

Moving into retail was a logical step for Youngson. A community-centered philosophy is at the heart of her work. With SOOO, the goal is to cultivate an inclusive feeling for females of all ages. This objective is evident in the location's specific details, which includes an area for private needs, offering sports bra fittings and a place to find out about leak-resistant menstrual underwear. The space also hosts community viewing parties.

One of Youngson’s most liked elements is a small indoor field where customers can enjoy a relaxed game or try out their newly purchased equipment. This small pitch serves a deeper purpose. It addresses the well-documented issue with boys taking over public soccer fields, a dynamic that can be daunting and discourage girls. At SOOO, she was determined to create an environment where females felt more than just accepted; they felt specifically invited to join in.

The goal is to build confidence and remove the social barriers that can prevent participation, ensuring the next generation feels empowered on and off the field. This commitment is woven into every detail of the venue’s design and programming. It is a space created not just for transactions, but for connections. From group viewing events to educational workshops, every element is intended to bring people together.

A Welcoming Sigh of Relief

The positive effects of this inclusive environment are already clear to Youngson. She said that people enter the store and let out a sigh of relaxation, as if they have finally discovered their sanctuary. This emotional response underscores the deep-seated need for such a place in a world that has not always made room for them.

The store successfully dismantles the barriers that have historically kept women on the sidelines. It flips the traditional perspective on its head, treating female athletes and fans as the priority rather than an afterthought. The atmosphere is one of celebration and support, where the stories and achievements of women in sport are front and centre. This creates a powerful feeling of affirmation for a community that has long fought for recognition.

The hub has become a destination for a diverse range of visitors, from young girls just discovering their passion for sport to women who have been lifelong fans. The success of early events, such as a watch party for a Team GB women's basketball game which saw 200 free tickets claimed in 48 hours, speaks to the incredible demand for community-focused experiences. The store is successfully becoming the home of women's sport in London, a place where everyone can come together to share their passion.

High-Profile Visitors, Grassroots Focus

The unique appeal of SOOO has not gone unnoticed, attracting several high-profile visitors. Sir Mo Farah was spotted in the store, bringing his teenage daughters with him. During the Wimbledon tournament, Alexis Ohanian, Serena Williams' husband and a significant investor in women's sport through ventures like Angel City FC, paid an unscheduled visit. This attention from prominent figures is both promising and thrilling, adding to the buzz around the project.

For Youngson, however, endorsements from celebrities are a welcome bonus, not the main objective. Her greatest passion lies with the grassroots foundation of the female sports world. The store is designed to be an inclusive space for everyone, from elite professionals to weekend warriors and casual fans. The ultimate goal is to build a strong and supportive community from the ground up, ensuring that every woman and girl feels a part of the movement.

This commitment to the grassroots community is reflected in the store's programming and product selection. The space showcases over 20 small, independent businesses, providing a vital platform for emerging brands that cater to female athletes. By championing these smaller enterprises, SOOO helps to build a more diverse and resilient market. She concluded the location is ultimately a destination for both finding and offering inspiration, serving as a venue to try new activities and a spot to connect with like-minded individuals.

Tapping a Multi-Billion Pound Market

The ventures created by Youngson are not merely passion projects; they are astute business moves targeting a vast and underserved market. The UK sportswear market was valued at over £13.8 billion in 2020 and is projected to continue growing, with womenswear expected to show the highest growth rate. Similarly, the UK licensed sports merchandise market is forecast to reach nearly £2.5 billion by 2030. These figures illustrate a massive commercial opportunity.

Despite this clear potential, the supply of products for female fans and athletes has lagged significantly behind demand. This gap creates a fertile ground for innovative brands like Ida Sports and retail concepts like SOOO. They are stepping in to meet needs that larger, more established companies have been slow to address. Their success is a powerful demonstration of the commercial viability of investing in women's sport.

The broader landscape is shifting rapidly. Viewership, attendance, and participation in women's sport are all on an upward trajectory, creating a virtuous cycle of growth. As visibility increases, so does commercial interest from sponsors and retailers. Ventures like SOOO are both a result of this momentum and a catalyst for its continuation. They provide the physical infrastructure needed to translate growing interest into tangible sales, helping to build a sustainable economic foundation for the future of women's sport.