Posted on 30 July 2025
By Emma Sherwood, Business Development Manager, Active IQ
Former England Colleges Footballer | Passionate Coach | Champion for Women in Sport
Sport has always been the heartbeat of my life. From pulling on a Chelsea Ladies shirt as a teenager to representing the England Colleges team, my journey through football has shaped who I am — not just as an athlete, but as a person, a leader, and now as a professional in the education and training sector.
Football shaped my life in every way. It taught me discipline, resilience, confidence, and teamwork from a young age. It gave me purpose, opened doors, and helped me discover a passion for helping others grow and succeed. The lessons I learned on the pitch — about leadership, communication, and working under pressure — have carried me through every role I’ve taken on since, both in sport and in business. I wouldn’t be where I am today without it.
Now, as one of the Business Development Managers at Active IQ, I have the privilege of working closely with funded providers (colleges, universities, schools, prisons, private training providers) to deliver high-quality qualifications and support their growth. With over 13 years in the Sports and Education industry, I’ve transitioned from the pitch to the boardroom, but my passion remains unchanged: supporting the next generation, making sport accessible for all, and driving excellence in health and fitness education.
My football journey
My love for football started early, and at just 16 years old, I signed my first contract with Chelsea Ladies FC, playing in the Women’s Super League. It was a dream come true — the start of a journey that would take me across several top clubs, including West Ham Ladies, Charlton Athletic, Millwall, and others.
One of my proudest achievements came when I was selected to represent the England Colleges National Team, an incredible experience that spanned two years. In my second year, I was honoured to finish as the top goal scorer, a moment that remains one of the highlights of my playing career.
From the pitch to professional development
After retiring from competitive football, I moved into coaching roles with Chelsea FC Foundation and West Ham Foundation, giving back to the game that gave me so much. I then joined Academy 1 Group, starting as a school sports coordinator and later taking on senior roles such as Operations Manager and Business Development Manager, leading projects across Sport, Childcare, Adult Care, Business, and School-based qualifications.
What many may not realise is that I was building this professional career while still playing football, because back then, there simply wasn’t enough financial support in the women’s game to focus solely on playing. Like many female footballers of that time, I had to juggle full-time work and training, travelling across the country midweek and on weekends, driven only by passion and love for the sport. It was demanding, but I wouldn’t change it for the world. It gave me a deep appreciation for hard work and a resilience that still drives me today.
My most recent role before Active IQ was at Quest Training, where I worked as a Business Development Executive. Each of these positions has reinforced my belief that sport is one of the most powerful tools we have to educate, empower, and inspire change.
Now at Active IQ, I’m thrilled to be part of a forward-thinking organisation focused on building meaningful relationships and expanding high-quality learning, both in the UK and internationally.
Still in the game
Even though I’ve stepped away from playing professionally, I still coach both girls and boys aged 4–11 every Saturday — helping them build confidence, develop their skills, and most importantly, enjoy playing the game with a smile on their face. At that age, it’s all about fun, inclusion, and building a love for sport that can last a lifetime.
What’s incredible now is seeing the shift in who young players look up to. It’s no longer just about the men’s game, some of the boys I coach proudly wear shirts with Lionesses’ names on the back. That’s how powerful and far-reaching the impact of the Lionesses has become. They’re not just inspiring girls, they’re inspiring a whole generation.
The Lionesses: From fighting for a place to owning the world stage
When I think back to my football journey, I remember having to get permission just to play with the boys at school because girls’ teams didn’t exist. We had to fight for a space on the pitch. And like so many others, I heard the comments: “Girls can’t play football.” Or worse, “Girls’ football isn’t real football.”
Fast forward to today… and we have back-to-back European champions, packed stadiums, and millions around the globe watching every kick. What a transformation.
What was once a battle for basic inclusion is now a showcase of excellence, with global recognition. These women haven't just broken boundaries, they’ve bulldozed them. And for those of us who remember what it used to be like, it’s more than just a win... it’s deeply emotional.
Breaking records and rewriting history
This summer’s tournament didn’t just deliver footballing brilliance. It shattered expectations and records:
- over 500 million viewers tuned in worldwide across the tournament
- 29 out of 31 matches sold out, creating electric atmospheres
- 50+ million people watched the final alone
- 87,000+ fans packed into Wembley in 2022 – the highest attendance ever for any European Championship match, male or female. The 2025 final between England and Spain, held on 27 July 2025 at St. Jakob-Park in Basel, drew a sell-out crowd of 34,203 spectators
- unprecedented media coverage, sponsorship growth, and visibility for women’s football
- and a tidal wave of girls now signing up for clubs and school teams across the country.
It’s not just the players who’ve risen; it’s the entire movement.
Resilience, determination, and togetherness
The Lionesses didn’t just show skill — they showed character. From Lucy Bronze playing the tournament with a fractured tibia, to the squad sticking together through every criticism, moment of pressure, and challenge thrown their way.
Their story is one of:
- unmatched resilience
- powerful team spirit
- belief in the face of adversity
- a desire to lift each other and the nation.
It’s a lesson to us all — in football, in work, and in life — that when you believe in something, when you support each other, and when you never give up, amazing things can happen.
What this win means for all of us
This victory is so much more than a trophy. It’s about:
- raising the recognition of women’s and girls’ sport
- inspiring the next generation of female footballers
- showing young girls that they belong on the pitch
- proving that women’s football is real football— fast, technical, competitive, and exciting
- smashing outdated stereotypes and giving women the platform they’ve always deserved.
The Lionesses are now household names. Fantastic role models. Icons of perseverance. And proof that dreams, no matter how big, can become reality.
A personal moment of pride
For me, what made this year’s win even more special was watching it with my family and friends. Seeing the emotion on their faces, feeling the pride in the room, and watching the younger girls in my life light up with excitement.
To see them shouting, dreaming, and saying, “I want to be like them one day”, that’s legacy in action. That’s what sport can do.
Looking ahead
At Active IQ, we’re proud to play a part in this movement, working with providers who are committed to education, empowerment, and opportunity. We’ll continue championing sport and health, growing our impact, and helping the next generation of athletes, coaches, and educators succeed.
And finally...
We want to send our heartfelt congratulations to the Lionesses on their incredible achievement. You’ve made history, inspired a nation, and shown the world the true meaning of team spirit. We hope you enjoy every moment of your well-earned celebrations over the coming days and weeks. You deserve every cheer, every parade, every medal.
And to every girl watching, know this:
So ladies and girls – grab your boots, get out on that pitch, and give it everything. And if football’s not your thing? Get into sport in any shape or form. Whether it’s running, dancing, swimming, boxing, or netball, sport has the power to change your life, just like it changed mine.