Female leadership in action:
How Leoni Blokhuis is changing the norms in football management
Gepubliceerd op 22-05-2025
At a time when football and the transfer market were primarily seen as a ‘men’s domain,’ Leoni Blokhuis has redefined the norm. As a determined woman among men, she founded her own management agency, FLOWSPORTS, thirteen years ago. Her success continues to grow, with an increasing number of prominent female footballers under her wing. Leoni (40), a mother of two, is a FIFA-certified football agent who focuses on women’s football.
‘I’ll give you a 5% chance of success’
Founding FLOWSPORTS wasn’t a straightforward path for Leoni. Although she played hockey herself, her heart beat faster for football (soccer). After finding herself in the fitness industry, she developed further and transitioned to the events sector. It was during her role as an account manager that the idea for FLOWSPORTS originated, an ambition she cherished and ultimately made a reality.
Leoni’s journey to success was paved with obstacles. She recalls her struggle to secure an internship in the football world: “An unpaid internship, just to gain experience. But every door was closed to me, probably because I was a woman.” Despite this, she started making calls to people in the football industry, but almost everyone advised her against starting a management agency. “I’ll give you a 5% chance of success,” they told her. Yet, this did not deter Leoni. One person, Rob Groener, called her back with an offer to work with female footballers. This marked the beginning of her journey with Sherida Spitse. From there, her client base expanded to include big names such as Jill Roord, Vivianne Miedema, Shanice van de Sanden, and Sari van Veenendaal, leading Leoni to fully dedicate herself to women’s football.
Female talent in a male-dominated environment
Leoni does not consider herself a feminist. For her, the best person for the job should be chosen, regardless of gender. In the male-dominated world of football, she sees this as only logical. Although women are gradually finding their place in the industry, she acknowledges that there is still room for growth. She understands that change happens slowly, especially considering the limited number of spots available in elite sports programs like the UEFA Pro License course. Leoni is direct and steadfast in her approach and takes pride in her honesty—even when it means deviating from the norm in the football world, which she describes as a ‘snake pit.’ She always prioritizes the personal needs of her players and coaches.
Leoni believes that sobriety, integrity, and perseverance are essential for success. She emphasizes that along with the highs, there have also been deep lows on her journey.
More girls in football
Leoni believes that the success of female footballers contributes to the growing popularity of women’s football. It is essential to bring football closer to the people, for example, through television broadcasts, to increase the visibility of women’s football. She also highlights the importance of proper facilities, coaches, and organizational structures within clubs to promote the growth of the women’s game.
“Amateur football cannot exist without professional football and vice versa,” Leoni states. The development of talent in amateur football is crucial for the future of the sport.
Leoni’s advice
Finally, Leoni shares her advice: “Stay true to yourself.” She encourages people to follow their hearts and dream big but to set manageable intermediate goals along the way. She stresses the importance of positivity and resilience and reminds us that failure is not a problem—as long as you get back up again.
With an impressive career that embodies both perseverance and integrity, Leoni Blokhuis remains an inspiration for women in the football world and beyond.
At Experts in Balanced Teams and our labels, we proudly share inspiring stories of professionals like Leoni Blokhuis — women who claim their space with courage, vision, and perseverance in traditionally male-dominated industries. Their success is not the exception, but the start of a movement.
Curious to read more stories of powerful female professionals making a difference? Discover more inspiring stories here.
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