Two teenage sisters will pitch their women’s cricket brand on national television this week, hoping to secure investment after building a business from frustration over ill-fitting sportswear.
Honor and Cat Black, founders of Maiden Cricket, will appear on Dragons’ Den on August 27, presenting their vision for kit designed exclusively for female players. The episode airs at 8 p.m. on BBC One and the broadcaster’s streaming service.
From frustration to a national brand
The sisters launched Maiden in 2024 after years of playing cricket in clothing and equipment built for men. Oversized shirts, heavy bats, and restrictive padding made the sport less enjoyable for girls and women, they observed.
“Maiden started because we were tired of girls having to compromise on kit that wasn’t made for them,” Cat Black said. “Everything we’ve built is about changing that.”
The brand has expanded across the UK in two years, supplying clubs, schools, and universities. It now works with over 300 ambassadors, including professional players like Alex Hartley and Mia Rogers. Alongside sales, the company donates kit to grassroots teams to lower barriers for new players as women’s cricket expands.
The business reflects a shift in the sport. Participation among women and girls has risen, but access to properly designed equipment has not kept pace. The founders argue that better kit improves performance and helps players feel they belong.
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Their case will be tested in the Dragons’ Den boardroom. Honor Black called the experience “one of the most nerve-racking” of her life. “We knew we had to stand behind what we’ve built and explain why women’s cricket needs better-designed kit,” she said.
A pitch for change
The sisters aim to highlight a gap in the market they’ve spent years addressing. While men’s cricket gear has been refined over decades, women’s options have often been an afterthought—smaller versions of men’s designs, not products built for female athletes.
Nicole Muller, Maiden’s business lead, called the Dragons’ Den appearance a milestone. “The reaction reflects both the growth of women’s cricket and the demand for products designed for female players,” she said.
For many girls, the difference is noticeable. A well-fitted bat, lightweight padding, and breathable fabrics can turn a frustrating practice into one where they feel capable. Small changes like these matter in a sport where confidence plays a big role.
Their growth has been fast, but the founders say the real work is just starting. Their goal isn’t just to sell more kit—it’s to ensure every female player, from school teams to professionals, has access to gear that fits and performs well.
The Dragons’ Den episode will reveal whether investors see potential in that mission. If successful, the sisters could reach their ideal audience on a larger scale.
