HerStory In 2025: A Celebration Of Women's Sport

2025 was a landmark year for women’s sport, and here at Keith Prowse, it was made even more memorable with the launch of our female-delivered experience: HerStory.

An industry-first, innovative VIP hospitality experience designed to empower, inspire and celebrate women in sport and sports business, this unique new offering is just what the market needed. Combining sport and business ambassadors leading insights sessions with elevated premium hospitality, tailored to what our Keith Prowse audience want from a sporting experience - it’s created a truly game-changing experience.

What is HerStory?

The growth of women’s sport over the past decade has been exceptional, and it’s not slowing down. From the success of the Lionesses’ and England’s Red Roses, to women’s tennis and soaring attendance figures, participation and media coverage, the world has been fixed to all the action.

HerStory is an experience designed to spark conversations and celebrate the industry. The concept was created due to a gap in the market due to many more traditional, predominantly male dominated hospitality offerings. The thrill of live sport and fine dining with insightful discussions led by trailblazing women is just one of the features. Think healthy seasonal dining, premium yet mindful drinks with the addition of low/no alcohol options, education, a sense of belonging, fun and of course pure indulgence. While the match or sports event is a key driver to experience, HerStory elevates the occasion and is allowing more female sports fans to create memories, broaden perspectives and watch live sport where they feel comfortable and heard.

Each event features a headline host alongside a panel of leading voices from sport and business. Guests are invited to immerse themselves in stories of resilience, leadership, and equality, all while enjoying the very best match-day hospitality.

The Launch at The Queen’s Club

The perfect event for HerStory to launch at was the HSBC Championships at The Queen’s Club - WTA500. The return of women’s tennis to Queen’s in 2025 for the first time in over fifty years was a huge success and was the ultimate celebration.

Guests enjoyed an exclusive Asian-fusion menu curated by Smoking Lobster. Broadcaster and radio DJ Kirsty Gallacher was our very first host and led powerful discussions alongside a panel including Chemmy Alcott OLY, HSBC Championships Tournament Director, Laura Robson, Natalie Pinkham, Tammy Parlour, Amy Williams and Annie Vernon.

HerStory at The Championships, Wimbledon

Building on its debut just weeks prior, Wimbledon 2025 was next to serve. Hosted by former British No.1 tennis player Laura Robson, the diverse panel of women in sport and business including Chief Executive of the All England Lawn Tennis Club, Sally Bolton, former Olympian and presenter Chemmy Alcott OLY and female Michelin-star chef Emily Roux was a special experience for our guests. Held in the Agapanthus Suite within No.1 Court, it was THE place to experience this iconic Grand Slam.

Inside the suite, guests experienced exceptional cuisine, exclusive Wimbledon hospitality, and powerful conversations in one of the most iconic settings in tennis. The atmosphere was electric - a seamless mix of tradition and innovation, perfectly aligned with Wimbledon’s heritage and Keith Prowse’s reputation for world-class hospitality.

Why HerStory Stood Out in 2025

Feedback from guests at both The Queen’s Club and Wimbledon was overwhelmingly positive. Attendees described HerStory as fresh, thought-provoking, and unlike any other hospitality experience. The unique combination of premium dining, live sport, and inspirational storytelling ensured HerStory became a standout moment of the 2025 sporting calendar.

 

What’s Next for Herstory in 2026?

The success of HerStory in 2025 was just the beginning. The concept will return to The Queen’s Club for the 2026 HSBC Championships - WTA500, continuing its mission to highlight and celebrate women in sport and business. Keith Prowse is also exploring opportunities to bring HerStory to other iconic sporting events, with more announcements to come - keep your eyes peeled!
As HerStory evolves, one thing remains clear: it will continue to offer unforgettable hospitality experiences where world-class sport meets world-changing stories.