In 2017, Laura Youngson led a group of women to the top of Mt. Kilimanjaro to play a record-breaking football match with the campaigning group Equal Playing Field to highlight gender inequalities in sport. During this experience, Laura discovered the women were all wearing boots made for men (or kids) which left their feet in pain long after the final whistle blew. That's the origin story of IDA Sports, the company Laura co-founded with Ben Sandhu, a former professional cricketer from Melbourne. Today you'll find IDA on the shelves of some of the big sports retailers. But it's not been an easy journey, and this is a conversation about what Laura Youngson's learnt along the way, about how the sports business works, how the market power exerted by famous shoe brands shapes our buying habits, the counterintuitive relationship between young girls and their sporting idols, and finally how she thinks the women's professional game should evolve. This week’s podcast is sponsored by We Are Sweet, the leading provider of digital platforms for the sports industry.  Are you tired of the same old headaches when it comes to building digital platforms? We Are Sweet excels in crafting best-in-class software, ranging from unique engagement experiences to next-generation websites. With more than a decade of innovating alongside names like IMG, ATP, Professional Triathletes Organisation and F1,  you can trust that their software delivers.Whether you're looking to kickstart your community and transform the way you communicate with professional players, bring data to life in a second-screen experience, or need a website that monetises fans, We Are Sweet is the digital partner you need.   Visit www.wearesweet.co.uk Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner We publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 300 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app. If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.