Not everyone will agree with our approach, and as a charity campaigning for change, we're comfortable with that. Challenging perceptions, creating debate and making the point that inequality in sport is as much an issue for men as it is for women may be controversial, but it's necessary if we are to truly transform sport for the benefit of every women and girl in the UK.
Ultimately, we are seeing a diversification of women's fitness, with everything from barre to crossfit becoming popular. Television programs such as Ultimate Hell Week and Ninja Warrior have facilitated the publicity of more niche and previously more masculine sports, celebrating the women who enter it and inspiring many.
Women's football doesn't need a candy coated ad campaign or the tacky colour scheme - we already have a Labour bus for that. What it needs is to be taken seriously, instead of ripped to shreds by institutional sexism. We should be talking about the pay gap and funding inequality, not trying to create a gendered football.