Morgan Riddle and Cherry Beagles: The Female Fan Economy and 400 Club
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What is the main topic discussed in this episode?
The tennis content I was making it never was really about the
sport. It was always more about the experience of a live sporting event. We don't have a problem with female phantom, we have a problem with how female fans experience sport. God forbid I want
to show up and like look cute. Like they're you can enjoy it any way you want.
Hello and welcome back to Fashion and Founders the Podcast. My name is Victoria Smith, and this week I'm joined by Morgan Riddle and Cherry Beagles, the founders of 400 Club. You probably know Morgan from her impact on tennis. The New York Times called her the most famous woman in men's tennis. Now she has moved her influence from tennis to all of sports, joining forces with Cherry in creating the 400 Club to focus on female fan culture through events, activations. And insider industry tips. If you're looking to go to one of their events, listen here for some details. I'm so excited to share more about what they're building. I think it is such an interesting time right now of this intersection of sports, fashion, pop culture.
And I can't wait to see the impact that they have. So let's get into it. And if you're able to leave the podcast a rating, a review, and follow or subscribe to the show wherever you listen, it really helps the podcast. grow and continue to get amazing guests like Morgan and Cherry. Thank you so much for listening. Hi Cherry and Morgan. I'm so happy to have you guys here. You've been busy. So thank you for coming. Happy to be here.
So happy to be here. Thanks for having us.
So I can't wait to talk about 400 Club. Cherry, you started this in London in 2024. What was the why now moment for you?
So I mean, it was a really long time before I had I had the idea for four hundred ages ago because I grew up watching sports, never played. I'm like so uncoordinated, it's it's literally a joke, which I think actually gives us a great advantage within the sports industry. But I started watching loads of sports, literally with my dad, with my cousins who were male, and started looking around and realizing there was no female representation, not only from a fan standpoint, but from a commercial standpoint. All the brands in all the stadiums were all male-owned or conglomerates with male VPs and male C-suites and That was really ingrained into my brain for good like 10 years before I actually started 400.
And then one Tuesday I was looking at the sporting calendar for the year and went to go get my phone out to invite my girlfriends and I deleted the message. And I think that was the defining moment where I thought, someone has to do something about this. And I'm gonna be naive enough to say it's me. What I know now about the sports industry and being an entrepreneur, like there's so much more that comes with that. But I think the original idea did just came out that frustration of not being able to call on my girlfriends and be like, this is something you should want to do and speaks to you and speaks to who you are as a person. So yeah. I love that.
And Morgan, you two joined forces recently. Obviously you were immersed in the tennis world the past couple of years. When did you want to broaden your reach to all of sports and female fans?
I think I went to my first F1 race in 2023. And with like the tennis content I was making, it never was really about the sport. Like I never talked about like the players or the scores. Like, you know, a forehand, backhand, it was always more about the experience of a live sporting event. And so I went to my first F one race and I was like, wow, this is an incredible live sporting event experience. And that's kind of where I was like, I think I should sort of Expand out and then I did Super Bowl and I started working with the NFL. And then Cherry and I had met like two years ago when she had first started 400 and we sort of stayed in contact. And then she reached out again at the end of last year. And it just was kind of like perfect timing with like everything that was going on in my life.
And we had sort of this shared mission of like bringing
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Chapters
6 chapters
1
What is the main topic discussed in this episode?
0:00–6:56
2
What is the 400 Club and why was it founded?
6:56–7:18
3
How did Cherry’s early experiences shape the 400 Club’s mission?
7:18–21:50
4
What is the story behind the name “400 Club” and its manifesto?
21:50–33:52
5
Why is safety and community important for female sports fans?
33:52–58:13
6
How did the 400 Club’s F1 London event create a female‑focused fan experience?
58:13–59:03
Speakers
1 identifiedMore from Fashion & Founders The Podcast
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