EmpowHER: How a Game-Changing Initiative is Transforming Women’s Rugby

With the Women’s Rugby World Cup fast approaching, there has never been a better time to support young female athletes. Recognizing this, Vodafone’s EmpowHER programme is working to ensure that up-and-coming players receive the resources, mentorship, and support needed to thrive. This initiative, designed to empower university-level rugby players, is revolutionizing the way young women engage with the sport—both on and off the field.

Rugby: More Than Just a Game

For many young women, rugby is more than a physical competition—it’s a means of self-expression, confidence-building, and community. Shira Kilgallon, executive producer of the women’s rugby podcast The Good, The Scaz and The Rugby (GSR), emphasizes this sentiment. She recalls how playing rugby at the age of 12 gave her a sense of belonging and instilled in her the importance of strength, both physically and mentally.

This philosophy underpins Vodafone’s EmpowHER programme, which aims to equip female rugby players at universities with the necessary tools to excel in an elite sporting environment. By integrating mentorship, cutting-edge technology, and mental health support, the initiative is making a tangible difference in the lives of student-athletes.

Expanding Opportunities Across Universities

Launched during the 2023-24 season, EmpowHER initially partnered with Durham University, Cardiff University, and the University of Edinburgh. Since then, the programme has expanded to include Cardiff Metropolitan University, Loughborough University, Hartpury University, and the University of Exeter. Now, all seven teams competing in the prestigious BUCS Super Rugby league benefit from EmpowHER’s targeted resources.

As anticipation builds for the Women’s Rugby World Cup 2025, to be hosted in England, EmpowHER is playing a crucial role in harnessing this momentum. According to Kilgallon, the initiative has already led to increased participation in women’s rugby, signaling a bright future for female players at all levels.

Mentorship: Bridging the Gap Between Aspiration and Achievement

One of the most significant aspects of Vodafone’s EmpowHER programme is its mentorship initiative. Through one-on-one guidance, young players receive insights from some of the most successful names in rugby, including England internationals Emily Scarratt and Mo Hunt, as well as sports broadcaster Elma Smit.

The programme doesn’t just focus on playing professionally. While many mentees aspire to join top leagues like Premiership Women’s Rugby or international teams, others are interested in careers in coaching, management, and sports media. The mentorship scheme allows them to explore various pathways within the sport and gain firsthand knowledge from experts.

The impact of the initiative is already evident. Nicole Flynn, a mentee of Scarratt, and her University of Edinburgh teammate Cieron Bell were selected for Scotland’s squad during the 2024 Women’s Six Nations. Similarly, Durham University’s former women’s rugby captain, Ella Merefield, secured a managerial role at Sale Sharks Women after impressing her mentor, former England captain Katy Daley-Mclean.

The Role of Technology in Performance Enhancement

Beyond mentorship, the Vodafone EmpowHER programme is leveraging technology to optimize player performance. A prime example of this is the Vodafone PLAYER.Connect app—a cutting-edge performance-tracking tool that provides real-time feedback to athletes, coaches, and nutritionists.

Alex Skelton, director of the Sport Science Agency, explains that PLAYER.Connect simplifies data collection and analysis, allowing coaching staff to make informed decisions about training, recovery, and player well-being. Initially introduced for the British & Irish Lions in 2021, this technology is now being utilized to benefit women’s rugby.

Unlike traditional performance trackers, PLAYER.Connect adopts a holistic approach. Players can log their sleep patterns, energy levels, mood fluctuations, and nutritional intake. By monitoring these factors alongside their menstrual cycles, the platform provides a comprehensive understanding of an athlete’s physical and mental health.

Addressing Female-Specific Health Concerns

One of the most groundbreaking aspects of EmpowHER is its emphasis on female-specific health concerns. Research has shown that menstrual cycles can significantly impact athletic performance. The programme uses PLAYER.Connect to track players’ cycles, helping coaches tailor training plans accordingly.

This data-driven approach has already yielded remarkable results. Coaches have identified players experiencing amenorrhea (missed periods due to overtraining), allowing them to adjust training loads and prevent long-term health complications. Additionally, some athletes have been diagnosed early with endometriosis, a condition that can cause severe pain and fatigue, thanks to insights gained through the app.

Skelton notes that understanding the physiological fluctuations during different phases of the menstrual cycle can also help reduce injury risks. For example, during certain phases, players are more susceptible to soft tissue injuries, so coaches can implement additional pre-training activation exercises to mitigate this risk.

Mental Health Support: Tackling the Invisible Opponent

While physical fitness is crucial, mental well-being is equally vital for an athlete’s success. University life can be overwhelming, with students balancing academics, social lives, and high-intensity sports. Recognizing this, Vodafone’s EmpowHER programme prioritizes mental health support.

PLAYER.Connect can flag potential mental health concerns by identifying patterns of low energy, mood fluctuations, or signs of burnout. This allows coaches and support staff to intervene early, providing players with the necessary guidance before minor struggles escalate into chronic issues.

In collaboration with the mental health charity LooseHeadz, EmpowHER also offers university-specific training modules to educate players on mental well-being. These workshops equip athletes with coping strategies, encouraging them to look after their mental health and check in on teammates.

LooseHeadz co-founder Rob Shotton highlights how rugby itself can positively impact mental resilience. The sport fosters qualities such as teamwork, confidence, and discipline, all of which contribute to emotional strength. “University life can sometimes feel isolating, but rugby provides a sense of belonging,” says Shotton. “Through EmpowHER, we’re helping players navigate academic pressures while building a strong support network within the sport.”

The Future of Women’s Rugby

With increasing investment, visibility, and support, women’s rugby is poised for a transformative future. The Vodafone EmpowHER programme is a testament to how initiatives can bridge gaps, providing young athletes with mentorship, technology, and mental health resources to unlock their full potential.

As more players graduate from the programme and enter professional careers—whether as athletes, coaches, or industry leaders—the ripple effect will be significant. The dream of a career in rugby, once seen as unattainable for many women, is now becoming a reality.

By fostering a new generation of confident, skilled, and mentally resilient players, EmpowHER is not only shaping the future of women’s rugby but also redefining what it means to support female athletes. With continued efforts, the programme is set to leave a lasting legacy, inspiring countless young women to follow their dreams—both on and off the field.