As the doors close on Style of Our Own (SOOO) this October 18th, we're not just saying goodbye to a pop-up store – we're witnessing the end of a groundbreaking chapter in women's sports retail history. For Freyja Fit, being part of Laura Youngson's revolutionary vision has been nothing short of transformational.

The Woman Behind the Vision

Laura Youngson isn't just an entrepreneur – she's a four-time world record holder, the founder of IDA Sports, and a woman who saw a gap in the market and decided to fill it with something spectacular. When she announced SOOO (Style of Our Own) would be taking over 245 Regent Street for the summer, she wasn't just opening another retail space. She was creating the world's first dedicated women's sports pop-up store.

Think about that for a moment. In 2025, we were still waiting for the first store dedicated entirely to women's sport. Laura didn't just identify this gap – she filled it with style, substance, and an unwavering commitment to female athletes and founders.

More Than a Store: A Movement

From June 5th through October 31st, SOOO became a beacon for women's sport in the heart of London. But this wasn't your typical retail experience. Laura created an immersive space that celebrated female athletes, showcased independent women-led brands whilst being the go to space for events and watch parties, and proved that there's a hungry market for women's sports products when they're given the platform they deserve.

For Freyja Fit, being selected as one of the featured brands was validation of everything we stand for. Seeing our pretty pink and pastel equipment displayed alongside other innovative women's sports brands, in a space designed by women for women, felt like coming home.

The Freyja Fit Connection

What made SOOO special wasn't just its prime Regent Street location or its Instagram-worthy aesthetic (though both were impressive). It was Laura's understanding that women's sports brands need more than just shelf space – they need storytelling, community, and a platform that celebrates their unique approach to fitness and sport.

Our partnership with SOOO allowed us to:

• Connect with our London community: Meeting customers face-to-face and hearing their stories about why pretty, functional gym equipment matters to them

• Showcase our mission: Demonstrating that women's fitness equipment can be both aesthetically pleasing and professionally functional

• Learn from other founders: Being surrounded by like-minded women building businesses in the sports space

• Reach new audiences: Introducing Freyja Fit to women who might never have discovered us otherwise

The Ripple Effect

Laura's impact extends far beyond the four months SOOO was open. She's proven several crucial points:

There's demand for women's sports retail: The success of SOOO demonstrates that women want dedicated spaces to shop for sports equipment, not just a small section tucked away in male-dominated stores.

Independent brands deserve platforms: By featuring smaller, women-led brands alongside established names, Laura showed that innovation often comes from entrepreneurs who understand their market intimately.

Retail can be experiential: SOOO wasn't just about buying products – it was about celebrating women's sport, building community, and creating memories.

Collaboration over competition: Rather than brands competing for limited space, SOOO created an environment where women's sports brands could thrive together.

Lessons for the Future

As we reflect on our SOOO experience, several key insights emerge:

Representation matters: Seeing women's sports brands given equal billing and premium retail space sends a powerful message about value and worth.

Community drives sales: The most successful moments at SOOO weren't just transactions – they were conversations, connections, and shared experiences.

Innovation needs platforms: Without spaces like SOOO, innovative women's sports brands struggle to reach their full potential audience.

Temporary can create lasting impact: Though SOOO was always planned as a pop-up, its influence on how we think about women's sports retail will be permanent.

The Laura Youngson Effect

What Laura achieved with SOOO goes beyond retail success metrics. She created a proof of concept that will influence how women's sports brands approach retail for years to come. She showed that:

• Women's sports deserve premium retail real estate

• Female founders can create spaces that celebrate and elevate each other

• There's commercial viability in women's sports retail when done thoughtfully

• Collaboration between brands can benefit everyone involved

What's Next?

As SOOO closes its doors, the question isn't whether there will be another space like it – it's when and where. Laura has created a template that other cities, other founders, and other retail spaces will undoubtedly follow.

For Freyja Fit, our SOOO experience has reinforced our belief that women's fitness deserves beautiful, dedicated spaces. It's shown us the power of community-driven retail and the importance of supporting other women-led brands in our space.

A Thank You and a Promise

To Laura Youngson: thank you for seeing the potential in women's sports retail and having the courage to make it reality. Thank you for creating a space where Freyja Fit could shine alongside other incredible women's brands. Thank you for proving that when we support each other, we all rise.

To everyone who visited SOOO, supported the brands, and celebrated women's sport with us: you've been part of something special. You've helped prove that there's a market, a community, and a future for women's sports retail.

As we move forward, we carry the SOOO spirit with us – the belief that women's sport deserves premium treatment, beautiful spaces, and unwavering support. The pop-up may be closing, but the movement Laura started is just beginning.

SOOO may be ending, but the revolution in women's sports retail has only just begun. At Freyja Fit, we're committed to continuing this mission – creating beautiful, functional equipment for women who deserve nothing less than the best.