About us
L2 Foundry are strategic partners and allies committed to reshaping the future of women’s sport through a purpose-led, values-centred approach. Drawing on extensive multi-industry expertise and a wealth of experience across the sporting landscape—from grassroots initiatives to professional clubs, leagues, NGOs, and pioneering female-focused sports start-ups—our insights traverse all levels.
At L2 Foundry, we specialise in developing resilient, bespoke frameworks that address the unique challenges and opportunities within women’s sport. Our services encompass strategic development, operational refinement, brand building, financial sustainability, and community engagement. By leveraging cutting-edge digital strategies, data insights, and sustainable financial models, we create diverse revenue streams and holistic pathways to growth.
Our team offers an interdisciplinary perspective, blending insights from commercial, community-building, and sports-specific sectors to craft authentic, modern solutions tailored to each club’s unique identity. As architects of change, we believe the future of women’s sport lies in viewing clubs not only as sporting entities but as community-centred businesses. Together with our clients, we are forging a future where women’s sport is not only viable but thriving—rooted in sustainability, inclusivity, and a deep, lasting connection with its fan base.
Our Mission:
L2 Foundry’s mission is to redefine the landscape of women’s sport by building resilient, values-driven frameworks that empower clubs, leagues, and organizations to break barriers and thrive.
Building on core values and honoring each organization’s unique identity, we ensure that growth respects tradition while embracing innovation.
Through bold strategies, digital insights, and sustainable growth models, we transform women’s sport into a vibrant space where community, inclusivity, and success coexist. At L2 Foundry, we’re creating a movement that champions authenticity, disrupts convention, and inspires connection.
The Team
Founder Louise McGing
Bio: A seasoned business professional spanning more than 30 years:
Experience: Sports Club Management, Regulation, Marketing
Skills: Budget Planning · Research · Corporate Communications · Key Client Relationships · Stakeholder Engagement · Team Leadership · Public Policy · Problem Solving · Strategy Implementation · Operations · Presentations · Strategic Leadership · Negotiation · Performance Reporting · Training · Teamwork · People Management · Leadership · Data Analytics · Decision-Making · Project Planning · Communication · Management · Driving Performance · Delegation · Business Planning · Monitoring Progress · Overseeing Projects
Founder Leah Godfrey
Bio: Commercial and community building business strategist with 30 years award winning & multi industry international experience.
Experience: League & Club Management, Female Sports Club, Athlete & Founder Consultant, Board Level Charity, C suite.
Skills: Commercial and Community Development· Operational Refinement & Excellence · Governance and Policy Development · People Development · Marketing and Public Relations (PR) · Crisis Management and Conflict Resolution · Social Media Campaigns and Content Creation · Profit and Loss Management · Equality, Diversity, Inclusion, and Belonging (EDI&B) · Sustainability Initiatives · Neuroinclusive Sporting Practices · Food and Beverage (F&B) Management · Mentorship, Training and Development Programmes · Multi Award Winning Event Production and Management · Change Management and Organisational Development · Digital Transformation and Technology Integration · Customer Experience and Service Design · Compliance and Risk Management · Emotional Intelligence and Resilience Building ·