Sport is more than a game. It is a force that shapes cultures, communities, and futures — and technology is now reshaping sport itself.

Our superpower is this: we know sport, we know technology, and we understand how people change. We've spent years bridging these worlds — building the foundations for human-centered tech adoption that works in the real environments of sport, and where there is resistance.

READY was founded by Lucy Mills following two decades working in global football and sport, including roles with FC Barcelona and the FIFA World Cup. That experience shaped READY's approach: helping sports organizations — and women's sport in particular — build the commercial and digital foundations they need to thrive in a rapidly changing world.

Together with executive team members Magdalyn Miller and Hector Dominguez, READY brings a trusted global network spanning grassroots leaders, researchers, and policymakers through to athletes, executives, investors, and entrepreneurs.