Rory McLaughlan

Shirt in a Box

Founder of Shirt in a Box, the world's leading Mystery Football Shirt Retailer. 

In the space of 18 months, we grew from a bedroom start up to a hyper growth business, with over 2.7 million recorded in revenue and 70,000 in sales.

Founder

Numbers Game

Director

Rory's Football Shirts

Originally selling vintage football jerseys on online marketplaces, including Depop & Ebay, grew into a brand with 10,000 followers and a succesful website.

What initially started as a hobby way back in March 2020 when the UK entered a lockdown, would turn into over 2000 sales.

Business Owner

Hello! I’m Rory, the founder of Shirt in a Box and I’m on a mission to disrupt the football industry.

After setting up my first business at 17, I developed a huge passion for entrepreneurship, especially around what I live and breathe… Football. 

Fast forward to now, I have over over 70,000 sales & counting through two businesses, a team of 10 and collaborations with some major partners across the football industry. 

Shirt in a Box offers football fans a unique experience like no other. Once purchased, they are sent a high quality mystery football shirt. This allows customers to get a new shirt they may not have been aware of and clubs get their kit in to the hands of a different audience - it’s a win win! 

Through running 2 businesses, I have built a large entrepreneurial skillset including social media advertising (both organic & paid), management, supply chain and logistical management.

In my down time I’m a Web 3.0 enthusiast, a crypto investor and I play football semi-professionally, winning multiple Irish cups at youth level.

Feel free to send me a dm to chat all things business and football!

Founder of Shirt in a Box, the worlds leading Mystery Football Shirt Retailer. 

In the space of 18 months, we grew from a bedroom start up to a hyper growth business, with over 2.7 million recorded in revenue and 70,000 in sales.

A HUGE moment for Shirt in a Box!

Thanks to Gary and the Stick to Football team for a mention on this week's episode!⚽️

We loved hearing Jill Scott was a fan of her Bari top from us - clearly great taste! As for Roy...let's just say his reaction was a little less enthusiastic (no surprise there😅).

Either way, we'll take it!

Disrupting the Sport Industry / Founder of Shirt in a Box

It was great to catch up with Gary Neville yesterday & show him the progress we’ve made since we last met. 

10 months ago he took an interest in what we were building at Shirt in a Box & decided to share it with the world on Stick to Football - that kindness has helped open our eyes to what’s possible, and propelled us to greater heights. 

Congratulations on yesterday Gary Neville - a great occasion & fitting ceremony. Thank you to Queen's University Belfast for helping to facilitate this opportunity. 

The journey is still only getting started.

LinkedIn, I need your help.

Our box manufacturer has just burned us. Original timeline: delivery before Black Friday. New timeline: after Christmas.

We need 30,000 boxes urgently:

📦 Diecut

📦 Printed one colour

📦 330mm x 247mm x 19mm

📦 12mm DS tape rip seal

I know this is ridiculously late notice. But Black Friday is our biggest moment of the year and we can't let our customers down.

If you know a factory with capacity or have any connections in packaging/manufacturing, please DM me or comment below.

Any shares massively appreciated. There's got to be someone out there who can help.

We've worked too hard on this Black Friday to let boxes be the thing that stops us.

I love working at the Christmas Market, even if it's only a few hours once a week.
 
Why? It gives you a great insight into your customer & product that you can't get online...
 
I found out we were too cheap at the Christmas market last year.
 
We were charging £40 for mystery boxes when they're £45 online. We changed to match online prices on day 2, and finished 25% up on the previous year.
 
The market gives you real feedback you'd never get sitting online.

We purposely go 'late' with our Black Friday deal. We launch tomorrow, the Wednesday of Black Friday week.
 
Increasingly, I see brands going early, usual with the idea that if you don't, your potential customer will have spent all their money by the time Black Friday rolls around.
 
However, to make it work you have to run about 4 different offers across the promotion. Each one progressively getting better, and as a result decreasing your margin.
 
In my opinion, it's a lot of effort, for similar returns (according to those who can see the data across multiple brands like Stuart Worgan) as one mega offer on Black Friday week.

I posted about our box supplier crisis last week. 30+ shares, flooded with DMs. Fred Lill came through. Boxes arriving just after Black Friday.

Grateful for everyone who helped. A reminder of the power of building in public.

Other stuff I discussed in EP14 of Building the Box…

Christmas market opened with our best weekend ever.

Visited our first claw machine in Sheffield at Yardball (class venue - street football mini golf). 200 plays in week one.

Flew to Manchester to meet suppliers. The progress from one in-person meeting beats six months of emails.

Testing Australia/New Zealand markets. Early signs promising.

Black Friday strategy: Everyone goes early with 10 offers. We go late with 1 killer bundle. Similar results from what I’ve seen, less complexity.

Full episode now on

YouTube: https://lnkd.in/ed7iRrGC

Spotify: https://lnkd.in/e-Z5uNQE

Interested in how Shirt in a Box gets a shoutout on one of the UK’s biggest football podcasts?

In Episode 16, I break down how we featured on Stick to Football, chat about the whirlwind of Black Friday sales, and share why taking new staff out for lunch is our secret to building trust (and having a laugh).
 
Whether you’re a football fan, a startup enthusiast, or just love a good underdog story, this one’s for you.
 
Watch & listen now:
▶️ YouTube: https://lnkd.in/eRimwNMF
🎧 Spotify: https://lnkd.in/eFK5FVxT

Open video: EP16: How we got on Stick to Football, New Staff & Black Friday Madness on youtu.be

EP16: How we got on Stick to Football, New Staff & Black Friday Madness

Mattter

At Mattter, we help people transform their mindsets, perform better, and thrive. Using neuroscience, we guide our clients to reach their goals and succeed.

We're doing this in 4 ways:
- 1-on-1 coaching designed to elevate and transform your life
- Workshops focused on utilising your mindset with exclusive strategies and techniques (catered to organisations, companies, and communities)
- Keynote/guest speaker at events to talk about topics around personal development, mindset and high performance
- Content around mindsets, neuroscience and mental rehearsal to elevate your life.

Founder and CEO

Sigma Squared Society

Executive (India)

Sigma Squared is a global community of 800+ of the most ambitious young entrepreneurs in the world who empower one another to tackle society’s biggest challenges together. We’re driven by kindness, humility, curiosity and a forward-giving attitude.

Fellow

Young Guns FC

Selected in the squad for the MFA Women’s Super League 2023/24. 
Winners of the MFA Women’s Super League 2023/24. 
Manager of the MFA Women's Elite League 2024/25.

Football Player

Elder Equipments Private Limited

Responsible for handling cash flow and reviewing the balance sheet among other financial projections. 
Setting up the company’s first newsletter for current clients and targeting new businesses. 
Handling the social media marketing and advertising for the organisation.

Finance and Marketing Executive

HerAthletica

HerAthletica helps women improve their well-being through comfortable clothing. We're building a community fuelled by the power of movement.

Elder Neutraciticals Private Limited

Worked on new businesses including purchasing factories and designing new products. 
Assisted the Directors with innovation by providing input for new possible applications.

Business Development and Marketing Associate

Wiser Academy

As 1 of the 200 students in the Wiser Academy, I play an integral part in helping some of the world's biggest brands attract the best soon-to-be graduates (these
include L’Oréal, Knight Frank, Evercore, Frasers Group, Softcat... just to name a few!).

My role involves...
- Promoting graduate roles, spring weeks and internships
- Headhunting students
- Setting up events (online and offline)
- Giving invaluable feedback on the current student climate

Wiser’s mission is to change the way people think about work, and I'm here to help
them achieve that mission.

Be sure to follow us on LinkedIn, Instagram & TikTok @wearewiseracademy and for
more info, drop me a message!

Ambassador

City, University of London

- Selected as the marketing ambassador for City, Uni of London for 3 years consecutively(2019-2022)
- Responsible for open days and applicant days 
- Talking to potential students and sharing my experiences with them 
- Team building exercises and improving communication skills

Marketing Student Ambassador

Created posters and handled the various social media channels for the society.
Responsible for communicating with the Students Union regarding logistics for dance classes.
Organised several Bollywood nights held at City, University of London.

Head Of Communications at Bollywood Dance Society

Co-founded the International Students Society with peers at City, University of London. 
A society that focuses on making the transition to university life smoother for international students at City. 
Successfully hosted a welcome event to introduce the society to students. 
Organised and held several events such as Games Night for society members.

President & Co-Founder of the International Students’ Society

Bayes Business School

Chosen as the programme representative for 3 years consecutively. 
Attended Student Liason Committee meetings every term. 
Created surveys to distribute among students. 
Provided university officials with detailed feedback and offered suggestions.

Program Representative

Elected for two consecutive years by students at City, University of London. 
Attended and contributed to student council meetings and raised key issues. 
Communicated effectively with professors and key management people regarding students’ challenges and difficulties.

Student Councillor at Bayes Business School

Selected as the President after an application process involving interviews. 
Formed the new committee for 2020/21.
Organised several events in collaboration with women in various business fields. 
Provided members with job application opportunities and promoted other societies’ events.

President of the Women In Business Club

edenseven

Responsible for conducting research on Solar PV and Battery Storage providers in the UK.
Studied several case studies available on companies websites. 
Researched and found technical skills that need to be up-skilled in the green economy.

Research Intern

Mental Performance Coach & Founder at Mattter

I’ve spent 8+ years learning, reading, researching, and practising mental performance tools and techniques.

I’m on a mission to help people transform their mindsets, perform better, and thrive. 

Why?
Our minds are our greatest assets. With the right tools, strategies and methods we can unlock our hidden potential. Being mentally fit is just as important as being physically fit.

How?
- 1-on-1 coaching designed to elevate and transform your life
- Workshops focused on utilising your mindset with exclusive strategies and techniques (catered to organisations, companies, and communities)
- Keynote/guest speaker at events to talk about topics around personal development, mindset and high performance
- Content around mindset, mental rehearsal, neuroscience and more (newsletter called Wisdom Wednesday)

Who?
I mainly work with founders, CEOs and athletes but I'm ready to work with anyone who wants to transform their mindset and thrive as a result.

Want to get in touch and work with me?
Check this out: https://linktr.ee/deveshikumar 

or DM me to know more.

I also work as a Marketing Executive at my family business, Elder Neutraciticals, where I help expand the business.

Deveshi Kumar

The older I grow, the more I realise that sometimes we just need to admit we need help.

For years, I've worn a badge of honour.

I'm the one who knows it all.
I'm the one who can do it all.

I think life is finally humbling me and trying to teach me a necessary lesson.

That it's okay to admit you need help.
A shoulder to lean on.
Someone to vent to.

I don't know why this is SO hard for me.

I'd rather sulk in bed, isolate myself and deal with it by myself instead of admit that I'm quote unquote "weak".

It's been working for me up until now.

But I'm 24 now.

I have to be open to changing my ways if I really want to change.

Awareness is always step one.
Step two is proactively changing.

Step two sucks.

It's hard.

It's scary jumping into unknown territory.

But hell, I wanna give it a shot and see where it takes me.

I'm finally at the stage where I can open up to people who aren't just family or blood-related.

And this feels liberating and frightening at the same time.

Trusting.
Being betrayed.
Learning to trust again.

I usually stop at the trusting part.

I've always thought it's not worth diving in.

I'm not perfect, but I'm going to do my absolute best to change that.

Mental Performance Coach & Founder at Matter | Marketing Executive at Elder Neutraciticals | India Chapter Executive at Sigma Squared Society

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how to balance your ego with humility 

#mindset #ego #highperformance

I began training my mind without realising it, as early as 7 years old.

Today, it's an absolute non-negotiable for me.

I train my mind every single day, and I believe everyone else should too.

Why?

The benefits are too many to ignore.

better concentration.
less mood swings.
emotional intelligence.
boosted creativity.

I could go on and on, but you get the gist of what I'm trying to say.

Training your mind is like choosing to drive the car instead of being on the passenger seat your entire life.

When you realise that YOU are the one in control of your:

thoughts, behaviours, emotions, and actions...

That's power.

Power to accept responsibility.
Power to choose to change.
Power to become a better version of yourself.

I hope you choose to tap into that power today.

And if you need help in discovering that power, sign up for my 1:1 coaching to help you transform your mindset, perform better and thrive via the link in my profile.

Follow Mattter for more mindset-related content!

every founder should be reading Shoe Dog by Phil Knight

Elite athletes aren't born with some special gene or different DNA. Their brains are trained, just like their bodies.

You don’t need to be on a tennis court or football field to apply the same principles. 

Whether you’re leading a company, preparing for an exam, or running your first marathon, your brain can be trained to perform at its peak.

Here are 5 neuroscience-backed ways to do it:

1. Mental rehearsal
When Michael Phelps was asked how he stayed calm before big races, he revealed he’d “already swum it thousands of times in his head.”
 The premotor cortex and cerebellum (responsible for planning and coordination) light up when you imagine an action. 
In other words, your brain treats rehearsal as if you actually did it.

2. Self-talk 
The words you say to yourself physically change your brain.
Research shows self-talk engages the anterior cingulate cortex (responsible for emotion regulation) and strengthens neural pathways linked to confidence.
That’s why Serena Williams whispers “You got this” between points.
 
3. Rituals 
Elite athletes follow rituals that set them apart.
Rituals automate behaviour, reducing decision fatigue and freeing the prefrontal cortex for focus.

4. Focus training
Your brain has a spotlight called the dorsolateral prefrontal cortex.
The more you train it, the longer you can hold focus. 
Block out distractions and deliberately train your focus by meditating, journalling, and being present in whatever you do.

5. Recovery
Neuroplasticity is the brain’s ability to rewire, and it happens the most when you’re resting.
Athletes prioritize sleep and recovery as non-negotiable. 
CEOs often do the opposite, wearing burnout as a badge of honour.
Without recovery, your brain can’t consolidate new skills.

You don’t need to be an athlete to think like one.

Mental rehearsal, self-talk, rituals, focus training, and recovery; these are neuroscience-backed tools that anyone can use.

Your brain is your most powerful asset. Train it well, and performance in every area of life changes.

🔥 If you’re a founder or athlete who wants to implement these tools into your daily routine, let’s connect. This is exactly what I help my clients build, performance systems for the brain.

7 lessons I wish I knew sooner about mental performance (especially as a founder):

1. Discipline isn’t about doing more.
It’s about doing fewer things with more consistency.
Showing up on the days when you don’t feel like it. 

2. Focus is a force multiplier.
Clarity isn’t optional, it’s a non-negotiable.
Deep work daily and see the results amplify. 

3. Rest is a skill.
Burnout creeps in quietly without you realising it. 
Recovery is a strategy to boost your performance. 
Take the rest when you need it. 

4. Self-talk is architecture.
The voice in your head builds the environment you live in.
If it’s hostile, performance will suffer, no matter how talented you are.

5. High performance is trained, not found.
Confidence. Focus. Calm under pressure.
These aren’t personality traits, they’re reps.
The best performers rehearse their mind like others rehearse their pitch.
Your body keeps the score.
 
6. Mental clarity
Is built on sleep, hydration, and movement.
Ignore the basics, and everything suffers, including your mindset.

7. Emotional regulation > raw intelligence.
The edge lies in staying grounded when things go sideways.
Not reacting is a power move.

Mental fitness is the compound interest of performance.
 
Journaling. Visualisation. Reflection. Reframing.

Maybe this sounds boring. 
 
But show up for a year, and you’ll become unrecognisable.

——

The earlier these lessons land, the better.

The real flex in 2025 is:

A calm mind. Clear focus. And the ability to show up, every day, no matter what.

Which one hit the hardest?

At 13 I wanted to be a pop star like Hannah Montana (thank god that didn't happen).

At 16 I wanted to be a doctor.

At 24, I just want to...

Be content.
Move my body.
Travel around the globe.
Love the people around me.
Help others transform their minds.
Create more and consume less.
Work towards a purpose.
Enjoy my days.

Notice how that had nothing to do with a label about my job?

We're all asked the standard question, "What do you want to be when you grow up?"

But more often than not, we aren't asked the more important question...

Who do you want to be?

Kind?
Loving?
Caring?
Generous?

Your job title will only get you so far...

The person you are will shape everything.

taplio

The Battle

Rory McLaughlan

Deveshi Kumar

Followers

Posts

Engagements

Likes

Performance ScoreRory McLaughlan's LinkedIn Performance

Performance ScoreDeveshi Kumar's LinkedIn Performance

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taplio

The Battle

Rory McLaughlan

Deveshi Kumar

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Rory McLaughlan's LinkedIn Performance

Performance ScoreDeveshi Kumar's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRory McLaughlan's LinkedIn Performance