Team Wales
How Team Wales is supporting female athletes to compete with confidence, free from anxiety about periods affecting their game
The Challenge
For female athletes, periods can add an unnecessary layer of anxiety - from worrying about leaks to a period arriving unexpectedly on competition day.
Team Wales recognised that helping athletes prepare for their periods could support confidence, comfort and performance, taking one more thing off their minds before they compete.
Recent UK sports research shows that 64%* of female athletes experience "period anxiety" - the distinct stress or unease felt before or during their cycle, which actively compromises their confidence and disrupts their focus on game day.
*Data from the 2024 UK 'It's a New Period' research campaign, conducted by Always in partnership with sports education authority The Well HQ.
Why Hey Girls
The partnership was a natural fit. Team Wales already works closely with Sport Wales and Cardiff Met, where female athletes' health and performance are key priorities. Through Hey Girls' relationship with Sport Wales, the organisations connected around shared values including sustainability, education and athlete wellbeing. The result was a straightforward way to make period products and menstrual health education part of supporting Team Wales' female athletes.
A social-impact donation model supporting people experiencing period poverty
Eco-friendly, zero-waste products
A shared belief that period products are a basic essential, not a luxury
partners supported nationwide
donations to date
Hey Girls founded as a Scottish social enterprise
profits reinvested
The Impact
Less anxiety. More confidence. Better preparation.
Female athletes have responded positively to having period products readily available alongside education around menstrual health.
The initiative helps athletes feel prepared and supported, so their periods don't become a barrier to achieving their best performance.
“It was a really positive reception and something we'll definitely repeat going forward.”
- Team Wales
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