Where It All Started...

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She Is Action was started in 2023 by Gemma and Yomi as a dedicated sports network for women, to make it easier to discover your love of sports, how to get started and the people and places you need to do that!

Finding a sport you love can be game changing, as Gemma found out at 19 when she discovered snowboarding after years of hating sports. 

But there were always too few women getting involved. 

Barriers for women include not having a support network, fear of looking silly and not knowing where to start. Trying something new for the first time can be incredibly nerve wracking, especially alone. 

So we’ve built a platform to connect you to everything you need and hopefully take the fear out of getting started!

We’re creating a dedicated sports network specifically for women. Even if you think you’re not sporty, we guarantee there is something you will love…

Discover sports businesses, friendly communities, likeminded women and helpful magazine style content, all in one personalised space based on your interests, location and needs. 

Ready to jump in like this woman?

She Is Action… and so are YOU.

Read more about our founders and find out
why she is action is so important to them

Our Mission

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We are dedicated to ensuring that participation is for everyone, regardless of gender, age, background or ability.

Being part of She Is Action means embodying a spirit of fearlessness, perseverance and inclusivity. 

It’s a relentless pursuit of enjoyment and pushing our limits. But it’s also about championing every woman’s right to participate in and love sport. 

And it’s about taking action.


We believe it’s possible for businesses to support themselves financially, while also using profits to create positive change in their industry. We also believe charitable funds should be reserved for sports clubs and facilities that really need it most.

That’s why we underline our mission with a pledge to invest at least 2% of profits back into women’s sport. It’s a commitment to being part of the change from which women’s passion for sports can continue to grow.

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The Team

Gemma Johnston

Co-founder and ceo

From building transformational tech products, to marketing brands, handling communications and managing projects, Gemma has experienced most aspects of business. Her work in both public and private sectors, alongside CEO's and development teams, puts her in a good position to guide She Is Action forward. She balances her love of business with a passion for action and adventure sports.

Yomi Akinlade

Co-founder and cto

Technology is second nature to Yomi, with a background leading teams on big integration projects and most recently being a self-taught developer. As a person of colour and with an understanding of what it's like to be on the periphery, Yomi is determined to use his expertise to solve the problems of women's sports inclusivity. His sporting addiction is mountain biking.

Sofia Tendeiro


Fresh from designing websites, social platforms and company branding, Sofia joined She Is Action with a passion for the mission, as well as a real eye for user experience and popular social media functionality. She has brought incredibly design insights to the vision and in her spare time travels around finding new beaches to explore and waves to surf.

Together We Can Change Women's Sports

If you align with our mission or something resonates and you would like to explore investment, partnership or other opportunities, leave us a message using the form below and we’ll get back to you as soon as we can