Queenie Porter is determined to rise as one of the leading female executives in women’s sports. At just 33, her impressive career trajectory has been driven by her role at WOW HYDRATE, a brand that’s rapidly making its mark in the sports nutrition industry.
The company’s sugar-free hydration drinks are gaining traction across professional sports, recently securing a major partnership with Manchester United, one of the most iconic Premier League clubs in the world.
Expressing her enthusiasm, Queenie shared, “The deal with Manchester United is the biggest sports partnership I could imagine. It’s a fantastic collaboration for WOW HYDRATE, and we’re incredibly excited about what’s to come.”
She explained that the agreement came together remarkably quickly. “It only took six weeks to finalize. Our focused approach really made a difference.
While this partnership is a major milestone, we’ve always been committed to supporting grassroots sports and women’s football too – that’s something we’re equally proud of.”
WOW HYDRATE was founded to fill a gap in the market for a healthy, non-dairy hydration option. Since joining the company in 2018, Queenie has played a key role in expanding the brand’s presence.
Within just three years, WOW HYDRATE drinks were being sold in top UK retailers such as Tesco, ASDA, and COSTCO.
As part of the Manchester United partnership, a dual-branded drink will launch next year, giving consumers more choices.The product’s development combines innovation, insights from consumer trends, and yearly blind taste testing.
Brand ambassadors have also played an important role in the company’s growth. Heavyweight boxing champion Tyson Fury has been a major supporter, often seen using WOW HYDRATE during his training and interviews. He especially enjoys the lemon and lime and orange electrolyte flavors.
Queenie acknowledged that building strong partnerships hasn’t always been straightforward. “The biggest challenge has been ensuring collaborations are authentic and beneficial for both sides.
We take time to understand our partners’ brands as much as our own to make sure the fit feels natural. Competing in a crowded sports drink market isn’t easy, but our creative and dedicated team has helped us stand out.”
Before entering the sports industry, Queenie made a major career shift. “I went from fashion to food,” she said. “I used to negotiate accessories and travel for TopShop, and now I work in sports nutrition. My background in fashion taught me a lot about tight margins and brand presentation, which has been really useful when working with celebrity athletes.”
Her success is even more remarkable considering she left school at sixteen to pursue her passion for fashion. Now, as a leading voice in the business side of sports, Queenie feels she has found her true calling. “I’ve always loved sports, and moving from fashion into this world has been a dream come true. It’s rewarding to use my negotiation and business skills to help drive WOW HYDRATE forward.”
In addition to her work with WOW HYDRATE, Queenie also serves as Vice President of West Ham United F.C. Women. She recognizes that many UK clubs still underestimate the commercial potential of women’s football and believes there’s enormous room for growth.
She suggests that the UK can learn from American sports culture, where family-friendly environments are the norm, unlike the UK’s traditional association of sports with drinking and gambling.
Queenie believes in developing a unique identity for women’s sports that can attract new sponsorships and commercial partners.
Looking ahead, WOW HYDRATE continues to focus on innovation and health-conscious products. “We stay alert to changing consumer habits and health discussions,” Queenie said. “That awareness has earned us the trust of top athletes and millions of loyal consumers.”
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