
About Our Goal
Our vision is a world where every girl has positive, safe, and empowering experiences of physical activity helping her to be stronger, happier, and more confident.
Our Story
A note from our founder, Ella
"Playing grassroots football was a really important part of my childhood, I have fond memories of the positive impact it had on my life. I loved being outside, I loved my football community, and I loved having my own football kit. When I got to age 14, things start to change for me: Football didn’t fit with who I was anymore. I started to do my hair and wear makeup, I cared a lot about what people thought about me and how I looked and I realised that not many other girls were playing football, so I dropped out. At the same time, and for all the same reasons, I started to disengage with PE, and so began my teenage breakup with sport.
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Luckily, I re-found my love for football a few years later and began to recognise the power of sport for all women and girls. Today, 43% of girls drop out of sport in their teenage years, and that is why I set up Our Goal. Our Goal exists to empower every girl to be active and to reach her full potential. We are creating safe spaces and breaking down the barriers girls face to participation with a particular focus on working with teenage girls. Physical activity has the power to improve the lives of every child, and Our Goal is my way of ensuring that girls across the country have the opportunity to experience that."
Ella Williams
Trafford Woman in Business 2023/2024
Shakleton Leader 2024
Mentor and coach for teenage girls
Women in Sport Researcher

Our Team





















