Football For Her: Empowering Youth Through Inclusive Soccer Culture
In the vibrant heart of Los Angeles, Football For Her (FFH) is spearheading a movement that blends sport, community, and empowerment. Founded in 2019 by former professional athlete Shawna Palmer, this 501(c)(3) nonprofit offers a safe, inclusive space for those identifying as female or non-binary to play football—commonly known in the U.S. as soccer.
The Mission & Impact
Football For Her’s core mission is simple yet powerful: to educate, motivate, and develop confidence on and off the pitch, regardless of economic background. They deliver free Friday-night sessions at Lab Five Soccer in Pacoima and Gardena, featuring fundamentals training followed by two hours of organized pick‑up games for participants aged 8–18
In 2024 alone, FFH delivered 7,366 program hours, with 88% of participants athletes of color and 85% from low-income families—highlighting the organization’s meaningful reach in underserved communities.
Creating Culture & Community
At its core, Football For Her isn’t just about soccer—it’s about fostering community and identity. The program embraces inclusivity, actively welcoming individuals who identify as non‑binary and ensuring they feel represented and empowered. As founder Shawna Palmer explains:
“We thought, how can I make sure those who identify as non‑binary feel comfortable coming out and playing here?”
(The San Fernando Valley Sun)
Word has spread throughout the Valley—from Pacoima to Woodland Hills—with over 400 individual participants attending clinics regularly. Parents share stories of transformation: shy girls finding confidence and forging lifelong friendships. “It’s like a sisterhood,” one participant said.(The San Fernando Valley Sun)
Role Models & Mentorship
FFH leverages professional athletes and community figures to inspire its young players. Coaches include project manager Stephanie Romero and guest athletes who lead skills sessions and mentorship talks. These interactions bring a real-world connection to personal growth goals.(ABC7 Los Angeles)
During the pandemic, virtual summits featured stars like Heather O’Reilly and Margaret Purce, delivering guidance beyond sport—on leadership, confidence, and ambition.(The San Fernando Valley Sun)
Growing Influence & Partnerships
In addition to its weekly Footy Fridays, FFH has expanded initiatives by launching fundraising clinics and events, offering trainer kickback sessions, where a portion of fees supports the nonprofit’s mission.(Football For Her)
Local sponsors—like Angel City FC, Cedars‑Sinai Health, and even Mattel—have collaborated with FFH, fueling its growth and expanding opportunities for participants.(ABC7 Los Angeles)
Football For Her gained recognition beyond LA—with representation at Girls Inc. in Nebraska, reinforcing its national impact on youth sports access.(Football For Her)
The Broader Movement
FFH is part of a global grassroots movement celebrating women’s and non‑binary football. Across the U.S. and beyond, participation is rising, propelled by cultural shifts and media attention. Stories like the Lionesses’ success in Euro tournaments and initiatives across the UK show how sport can transform opportunity and visibility.(theguardian.com)
Yet challenges remain—inequity in resources, representation, and pay persist. FFH’s focus is on grassroots change, building confidence and community one Friday at a time.
What’s Next
As Football For Her grows, its vision extends to serving more neighborhoods, expanding inclusivity, and strengthening partnerships. Whether or not players aspire to soccer careers, FFH uses sport as a tool for personal and social development, giving its youth a foundation to thrive.
Football For Her is more than a clinic—it’s a cultural home that uplifts a generation through representation, mentorship, and community.
To learn more or get involved—as a volunteer, donor, or participant—visit footballforher.org.
