Como's rise from Serie D to Serie A is one of the most unlikely stories in modern football — but what's happening off the pitch might be even more interesting than what's happening on it.

In this episode, I sit down by Lake Como with club President Mirwan Suwarso to break down how the club engineered its climb through Italian football, and the innovative commercial strategy powering its next chapter — one that leans into tourism, fashion, and food as much as it does results on the pitch.

We talk about:

• The blueprint behind Como's rapid rise from Serie D to Serie A
• Why Como is positioning itself as a lifestyle brand, not just a football club
• How tourism, fashion, and food fit into the club's revenue strategy
• What other clubs can learn from Como's approach to commercial growth
• The vision for Como's future in Serie A and beyond

Kay Cossington spent 20 years building women's football from the inside at England's FA — then walked straight into private equity. Now she's CEO of Bay Collective and Head of Global Women's Football at Sixth Street, running a multi-club ownership platform with no ceiling on ambition.

She talks through the FA's "What It Takes to Win" model that led to hiring Sarina Wiegman, why England never tried to copy the US college pipeline, and what she really thinks happens when private equity money meets a sport still building its infrastructure. Plus: the uncomfortable question nobody's asking about patient capital versus the five-year-flip playbook already familiar from the men's game.

Robert Faulkner, Chief Marketing Officer of Wrexham, joins the pod to break down how the club, backed by Hollywood actors Ryan Reynolds and Rob McElhenney, have managed their extraordinary rise through the divisions, their new American fan base and the global impact of the Welcome to Wrexham documentary. This episode was recorded on-site at the World Football Summit in Madrid.