The series centres on conversations players share while having their hair plaited before matches

Screenshot 2025-10-23 at 15.52.14

HBS and Virgin have partnered to launch Women’s Rugby content series The Plait Room.

HBS was host broadcaster of Women’s Rugby World Cup 2025 and partnered with Virgin ahead of the kick-off of the domestic season to create digital content series The Plait Room on YouTube, TikTok and Instagram.

The Plait Room was developed from an initial concept during HBS’ partnership with Loughborough Lightning of Premiership Women’s Rugby (PWR).

The show sees players from the Women’s Rugby World Cup 2025 and the domestic league share their stories with the growing fanbase for the sport.

The series centres on conversations players share while having their hair plaited before matches. Each team has a plaiter, and The Plait Room gives fans a seat in the locker room as the players carry out their pre-match ritual.

HBS’ digital arm skroller produced the series, while HBS worked with Women’s Sport Consultancy See You At Jeanie’s to help with brand consultancy and creative support.

“We know how important it is to celebrate the personalities, stories and team spirit that makes rugby so attractive to fans and players alike. To see a brand like Virgin come on board to help take that content to another level is incredibly exciting, and I am excited to see what they and HBS will create together,” said Genevieve Shore, Chair, PWR.

“The players always make the filming of The Plait Room an absolute joy because we just allow them to be themselves and run with it. I just turn up with a camera; they do the rest. I love being able to elevate their stories and show the world how incredible the women’s rugby community is,” added Becky Howe, HBS Producer and creator of The Plait Room concept.

“International moments are so important for women’s sport – but it is crucial that we maintain the spotlight on these incredible athletes and continue to grow the game. The Plait Room gives fans a seat in the locker room - capturing the camaraderie, nerves, and laughter in the moments before kick-off that make women’s rugby so relatable. We know fans are going to love it,” said Jules Hilson, co-founder, See You At Jeanie’s.