Unlocking The Future

How a new programme from our charity partner The Women’s Sport Trust is giving athletes the confidence to make real change and drive our mission forward

By Kate Carter

Photography by Heiko Prigge

If you put 41 incredible athletes from 24 different sports together with some of the top names in sports media, leadership, and policy making, and give them the space and time to get to know each other, what happens? That’s what the Women’s Sports Trust decided to find out with its Unlocked programme, matching talented athletes with leading experts to help them – as the name suggests – unlock their potential. The programme only launched in 2020, so it’s still in its infancy, but early indications suggest that a new generation of athletes are fired up and ready to use their voices to sing about women’s sport.

Former professional boxer and Women’s Sport Trust alumni Stacey Copeland is a powerful voice in women’s sport.

“I would honestly say it’s life-changing – you don’t come out of it feeling the same about yourself as you went in” said Paralympian and British record holder in F34 Seated Shot Put, Discus and Javelin, Vanessa Wallace. She was part of the first intake in 2020, and absolutely loved the experience. “In the past, I’ve not always seen where I fit. But through Unlocked I’ve learned it’s not actually about fitting – it’s about being you. All this encouragement, seeing what the other athletes have done – it’s like being immersed in this pool of amazing women. You realise actually you can do anything you want to do – just because you don’t know how to do it yet, doesn’t mean it’s outside of your ability.”

Alice Masterman, British sailor.

The original goal behind Unlocked, explained Women’s Sports Trust CEO and co- founder Tammy Parlour, was just as Vanessa described – to help athletes find their voice, and the confidence to use it. “We felt that this was just a moment in time where the profile and platform for female athletes was increasing, and we wanted to help sportswomen take advantage of that, to really create significant change, whether that’s by increasing their own profile, by moving into leadership positions, by influencing sports policy, participation initiates… whatever it is that they feel passionate about.”

Once the successful applicants had been selected in 2020, the programme kicked off with a big event – and a fair few nerves. Vanessa Wallace remembered vividly how she felt: “We had this phenomenal first launch day at the BBC where I felt like a total fangirl. The whole day, I’m surrounded by these incredible athletes. And because I’m a person full of imposter syndrome, I was thinking I’m really not sure why I’m here. Well, it was like a whole day of affirming your fabulousness. That’s the best way I can describe it. And that is what the whole programme has been like.”

CONFIDENCE

Kadeen Corbin, England netball player.

Although the Women’s Sports Trust matches athletes to one particular activator, it’s far from an exclusive relationship, and the strength of the programme is clearly the network and community it creates on top of those one-to-one mentoring opportunities. Much of this is on demand, but there are three fixed sessions (2021’s programme runs from March to October) as well as monthly hangouts, and a minimum of three one-to-one sessions with their activator. Then there are webinars with experts in all areas of sport from media relations to sponsorship, and opportunities for athletes to increase their own visibility, whether it’s through interviews, social media or speaking at events. Of course, during this period, athletes might find that their aspirations have shifted, or grown. That’s why this year’s programme is a little different, explained Tammy. “We’re going to work with the athletes for about two months before they get matched, so we have a better sense of what specific area they want to go into, whether its media or leadership in sport – then we’ll find an appropriate person to match them with.”

Athletes gather for the 2021 Unlocked photo shoot.
Sarah Evans, GB hockey player.

COMMUNITY

Talking to the alumni of the 2020 programme, it’s genuinely moving how passionate and enthusiastic they are about it. “I can honestly say it’s one of the best experiences of my life” said Emily Defroand, GB and England hockey international and Commonwealth and European medallist. “It was just so rewarding. It was amazing to meet some incredible athletes, similar to me in terms of competing at the highest level of their sport, but such a range of different sports, with different backgrounds and different goals.”

Of course, talking about supporting athletes and creating dialogue is hardly new – and talk is cheap. But what’s genuinely new about Unlocked is how flexible it is. “Yes, I do think the programme is quite unusual” agreed Tammy. “It’s not necessarily prescriptive. We have a general skeleton for what the programme is, but we want to really understand who those athletes are and help them in whatever way they need. We’re not saying that they have to do a particular thing with us.” Vanessa Wallace puts it brilliantly: “It’s been what you need, in the way that you need it, even if you don’t know that that’s what you needed.”

Lauren Rowles MBE, Paralympic gold medal rower.

Emily Defroand was matched with the broadcaster Jacqui Oatley: “She was incredible. For someone of her calibre to be involved, and share her wisdom with me was amazing.” Emily went into the programme with clear goals, but less than concrete ideas of how to achieve them. “Two of the main things I wanted to get out of it were helping to celebrate and promote women’s sport, and also raise inclusion and diversity, particularly in my sport of hockey. To show that it shouldn’t matter what your age is, your gender, your background, your ethnicity – everyone should have equal access to participate and fundamentally enjoy sport.”

Working with Jacqui Oatly, and learning from her peers, has taught Emily how to amplify her voice in the media. She’s since set up a podcast – initially on Instagram Live but now on YouTube – called ‘Cuppa and a Natter.’ “I’ve spoken to Claire Balding, Baroness Tanni Grey-Thompson, Dame Catherine Granger – amazing women in sport, and if I think back to this time last year, I don’t think I would have had the confidence to do that” she said.

Kadeen is keen to showcase opportunities for BAME communities in netball.

Vanessa Wallace, meanwhile, was matched with Sport England CEO Tim Hollingsworth. ““I have this thing I call ‘Like likes like’ – to see others doing things that you didn’t know you could do as well, it gets you thinking. I’ve done things I never would have done before. I’m now a Trustee of Sporting Equals, I’ve developed a programme that I just delivered at my uni to high performance students to support them. I understand myself a lot more – and definitely, definitely have a lot more confidence.” She mentions how Hollingsworth encouraged her to believe she could not only be a trustee, but that they would be lucky to have her – something she would never have thought before speaking to him. In fact, Vanessa is not the only athlete to have stepped into a leadership role – several other Unlocked alumni have also joined boards. “To have athletes still competing, joining boards… for me it’s changed the landscape of leadership already” said Laura Weston of the Women’s Sport Trust.

INCLUSION

International rugby player Shaunagh Brown.

Confidence building is a common theme that emerges when talking to the athletes involved. And absolutely everyone talks about celebrating sport and elevating women’s voices, which also helps explain why partnering up with Glorious has been such a natural step. “We’re at such an interesting point in the evolution of women’s sport” said Tammy. “Seeing organisations like Glorious pop up and start presenting it in a new way is really exciting. The photoshoot we did was so supportive of the athletes – the way in which they’re approaching it is so refreshing and exciting. It moves women’s sport from that kind of ‘worthy’ approach to ‘look how exciting it is!”

Lauren wants to use her voice to break down stereotypes around elite athletes.

That excitement is also reflected in the sheer breadth of talent showcased in this year’s Unlocked intake. There’s Shaunagh Brown, who represented England at the Commonwealth Games in the hammer throw, moved to rugby, and debuted internationally just two years later. Or Lauren Rowles MBE, Paralympic gold medal rower, who wants to use her voice to break down stereotypes around elite athletes and destigmatise mental health issues in sport. There’s Sarah Evans who’s in training for the GB hockey team at the Tokyo Olympics. England netball player and Commonwealth Games gold medal winner, Kadeen Corbin, is keen to showcase opportunities for BAME communities in netball, and Alice Masterman, who combines sailing for the British team with coaching and trying to attract and retain more women in the sport.

Laura talked about speaking to some of these athletes after the shoot for Glorious: “You know, they’re often told to look so solemn or even angry at the camera, as if they need to be taken seriously. But the reality is, women’s sport is really joyful. We’re talking about young women who are having the time of their lives, doing their dream job. And it’s so wonderful to be able to portray the fun side of it.”

JOYFUL

Alice Masterman combines sailing with coaching and trying to attract and retain more women in the sport.

Another new voice in the Unlocked 2021 programme is cross country international Mhairi MacLennan. She is looking forward to broadening her perspective: “It’s really exciting being able to share ideas and learn more about different sports and the issues within them. Because sport can be one-track minded and you can become very aware of the kind of obstacles you face, but completely unaware of what’s going on in other sports.”

Sarah Evans is in training for the GB hockey team at the Tokyo Olympics.

Mhairi is actually a brilliant example of someone who has a clear voice, and passionate interests, which the Unlocked programme can only help amplify. Earlier this year she, along with two other athletes, spearheaded a successful campaign seeking lifetime bans for coaches found guilty of misconduct, harassment and abuse. She’s also launching an advocacy nonprofit for women in sport to tackle policy changes, as well as working with a company that has developed menstrual cups specifically for athletes. She’s impressive enough already, so if Unlocked has the same effect on her as the others, the world of sport had better watch out. “I’ve already reached out to a couple of women on the programme” she said, “It’s really exciting, it’s great being able to learn how to operate within this space.” Like so many of the athletes and activators, you suspect she will inspire others, as much as she herself takes inspiration from them.

INSPIRATION

Shaunagh represented England at the Commonwealth Games in the hammer throw, moved to rugby, and debuted internationally just two years later.

Musing on the origins of Unlocked, Tammy Parlour said: “We thought if you put great people together, then something great is going to happen.” And from the Unlocked alumni to the Glorious community and beyond, it’s clear this is only the beginning.

Thirty-five female athletes from twenty-seven different sports feature in the 2021 Women’s Sport Trust Unlocked programme.

Art Direction and Production Root, Photography Heiko Prigge, Director of Photography Tim Spicer, Sound Anthony Leung, Hair and Make-Up Brigitta Smart.

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