Queenie Porter is setting her sights on becoming a top female business executive in women’s sports. At 33, her rapid rise to success has been fueled by her involvement with WOW HYDRATE.
The brand’s sugar-free sports drinks are becoming a significant player in sports nutrition, landing major deals with some of the industry’s biggest names. Just last week, WOW HYDRATE announced a deal with Manchester United, one of the world’s most renowned Premier League football clubs.
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Queenie expressed her excitement about the partnership, stating, “The deal with Manchester United is the biggest deal in sports I could imagine. It’s an amazing partnership for WOW HYDRATE and one that we’re really excited about.”
Discussing the process of securing the deal, she noted, “It was surprisingly the quickest deal we have done. It only took six weeks, but our approach and focus spoke for itself. Even though this is a huge achievement for our brand, we have always focused on the grassroots consumer and supported the lower levels and the women’s game as well – that’s something we’re equally as proud of.”
The original founder of WOW HYDRATE created the product to fill a gap in the market for a healthy, non-dairy-based hydration drink. Queenie joined the company in 2018, and within three years, WOW HYDRATE products were available in major retailers like Tesco, ASDA, and COSTCO.
The partnership with Manchester United will also see a dual-branded product released next year, broadening the range of consumer options. This new product development involves a blend of creativity, consumer trend analysis, and annual blind taste tests.
The endorsement from major brand ambassadors like undefeated heavyweight champion Tyson Fury, who favored the lemon and lime and orange electrolyte drinks during the sampling phase, has also been invaluable. Fury regularly uses WOW HYDRATE drinks in his training and is often seen with them during interviews.
However, building such meaningful partnerships hasn’t always been easy. Ensuring that collaborations are mutually beneficial requires a clear vision and direction. “The biggest challenge in this so far has been dealing with big brands and celebrities keen to work with us. We have to ensure we understand their brand as well as ours – the two have to be an authentic fit.
Admittedly, it’s also been a challenge finding a niche in a saturated sports drink market, but thankfully with a great team behind us, we’ve been able to think outside of the box and succeed,” Porter explained.
Reflecting on her journey, Queenie shared how she transitioned from a completely different industry to WOW HYDRATE. “I went from fashion to food. I went from negotiating accessories and traveling for TopShop to the food industry. Working in fashion where the margins are very tight has taught me a lot. I also think working with glamorous fashion brands has prepared me for working with celebrity names in sport.”
It’s impressive for someone who left school at sixteen to pursue a fashion career.
Today, at just 33, Queenie is emerging as a leading female figure in sports business and feels right at home. “I always loved sports growing up, and to go from fashion to this industry has been a dream job. It’s been a real honor to use my negotiation and commercial skills to help lead and grow WOW HYDRATE.”
Queenie is also the Vice President of West Ham United F.C. Women. She acknowledges that not all clubs in the United Kingdom recognize the business potential of women’s football and have been slow to develop corporate governance structures. She sees vast opportunities for growth and believes that lessons from American sports, where family attendance is common, could guide development in the UK, where sports culture is often tied to drinking and gambling.
Queenie advocates for creating a distinct identity for women’s sports, which can attract different commercial partners and sponsorship opportunities.
WOW HYDRATE plans to continue evolving. Regarding sustainability and health trends, Queenie stated, “We remain aware of consumer trends and where health and other conversations are headed – that’s why we have the confidence of so many professional athletes and millions of consumers.”
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