Heather Cowell on GB Sevens’ progress after SVNS season breakthrough

After a hard-fought campaign at the Vancouver Sevens, Great Britain’s Heather Cowell is reflecting on a tournament that saw her side reach new heights - while also exposing the fine margins that define the sport.

Sitting seventh in the overall standings after a sixth-place finish in Canada, GB Sevens continues to evolve in a post-Olympic cycle, a challenge Cowell and her teammates are embracing.

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Building Momentum in Vancouver

Despite finishing sixth, Cowell sees the positives in GB’s Vancouver performance.

“For me I think it was a really positive tournament for us in Vancouver. We topped our pool, which is the first time we’ve done that this year.

However, their quarter-final draw against a powerhouse Australian side proved an early stumbling block.

“We were just unlucky to get Australia in the quarter-finals, obviously being one of the top teams, you don’t normally expect to get them if you top your pool.

GB’s campaign ended with a close loss to Brazil in the fifth-place playoff, a game that epitomises the unpredictability of Sevens rugby.

“We still put in a solid performance against them and we ended with Brazil, which was a tough game. There were just a few critical moments that didn’t go our way, and that cost us momentum.

“Overall, we’re proud of our performance in Vancouver despite coming sixth. We’re a relatively new group, so we just want to keep building on experience.

A New Era

The team’s development is taking place within an evolving setup, where shifting priorities and active collaboration continuously shape their progress.

“We’ve got a lot of new coaches and faces in the squad. We have a whole new set up this year, and we are very much in an explorative phase.

“We’re trying new things and seeing how best we can prepare for tournaments, seeing what works and what doesn’t.

Cowell reveals this transitional period within their Sevens team comes with inevitable ups and downs.

“For us, it’s a post Olympic year and it’s probably been reflected within our consistency. We’re finding ways to try and be consistent.

“Vancouver was a big step up compared to Perth, where we seemed to fall off a little and didn’t quite get our prep right.

“I think due to the nature of it being a more explorative year for us as a team, we will have those ups and downs, but that is the challenge of a new cycle.

“Sevens is also a very competitive game, it’s not always so simple to find consistency. It’s a game of moments and that can easily be tipped upside down quite easily.

“That’s our biggest challenge, just exploring ourselves as a team and a group, and to see how we want to do the next four years.

That consistency may come with time, something GB Sevens is still seeking as it shifts towards a more professional setup.

“With our new set up of coaches, staff and players, I think we need a little bit more time together and experience under our belt.

“We’re trying new things, we’re building our team cohesion nicely and working on our new systems and things - we’ll get there.

“We’re still developing a new program. We’ve gone from being a part-time program to trying to get more funding and become full-time. That has had a massive knock on effect with other girls juggling additional employment.

“Hopefully, with the way our programs are going, we will be able to have more time together and become a more full-time set up which will naturally push our performance.

“For now, we’re in a good space and we just need to keep pushing to be competitive at the top. We have the strength and talent within the group, we just need more time together and to get the training in to be more competitive.”

Hong Kong & GB preparation 

With Hong Kong Sevens up next, GB’s preparation is already underway.

“We don’t have loads of time together before Hong Kong, but we have a few camp days and then we’ll have a camp out in Hong Kong before, to prepare ourselves for the tournament ahead.

Hong Kong holds special significance for her - not just as a favourite stop on the tour, but as a place of personal memories.

“Hong Kong is my favourite stop on the World Series. The atmosphere at the tournament is always insane and I’ve got really fond memories of my time there.

“I first went to Hong Kong Sevens in 2014 or earlier as I went to watch my twin brother playing for England 7s at the time.

“I wasn’t playing just yet, but went to watch and then years later I’m out there playing myself. My dad came out to watch and we ended up coming third.

“I have great memories there and I’m excited to play in the new stadium this year.”

Beyond this season, all eyes are on the next Olympics, though Cowell remains focused on the present.

“I haven’t quite decided on whether I’ll push for LA 2028 - it’s still three years away. Right now, I’m just enjoying rugby, pushing my personal skill set, and growing with the team.”

The State of Sevens in the UK

As a Northern Hemisphere player, Cowell acknowledges the challenges Sevens faces in the UK.

She points to the Olympic spotlight as a key driver for growth.

“I think Sevens is a brilliant game and product, independently from 15s. The Olympics was a big showcase of that, selling out Stade de France six days in a row just shows there’s definitely a product within the northern hemisphere.

“In England, there’s a clear priority on 15s, just because of how the game has grown here. It’s a shame because Sevens is an excellent game that stretches players in ways 15s can’t.

“Especially for the women’s game, there’s a large amount of crossover between people coming from Sevens to 15s and 15s to Sevens, vice versa.

“Sevens will continue to grow and develop, as it already has done. Many of the top players in the women’s game have played Sevens in one way, shape or form, and I think that will continue to happen, which is brilliant for the game and players.

“Hopefully we continue to see that growth. Obviously, with it being an Olympic sport, I think naturally it gets more spectators around that time than it usually would, which is great and I hope they continue to use that platform.

“Ilona Maher for example, is one of the USA Sevens players who has now gone over to 15s, but she was born and bred in Sevens and has played all of her rugby with USA Sevens.

“She showcases how the game will continue to develop and has developed players individually themselves.”

However, Cowell is clear that transitioning between formats isn’t as simple as some may think.

“I think naturally the more players you have to choose from, the more competition you get and the more strength you have in depth.

“Yes, it would help if there was more crossover between Sevens and 15. I think both formats can benefit players in different ways.

“In 15s you get a lot more contact, physicality and Sevens is more fitness, running and agility. Both games bring different qualities.

“We’ve enjoyed having some players come into camp this year from the PWR. Giselle, our coach will continue to look to bring players over.

“Sevens is quite a specific game and you certainly need to put in some time to Sevens specifically to be able to play the game due to the demanding nature and level of fitness required.

“It’s not that simple just crossing over from 15s to Sevens, there’s a bit more to it than that.”

Life Beyond Rugby & A Unique Rule Change

Away from the pitch, Cowell leads a balancing act between elite sport and her career as a chartered accountant.

“In between tournaments I like to spend time with my family and friends at home. I have a brilliant network around me.

“Alongside rugby I also work as a chartered accountant. I really enjoy switching off and working.

“It helps me switch off from the rugby world and mentally I think that helps me get out of the rugby bubble a little bit - It can be somewhat consuming at times.

“Physically I like to give myself a reload and then we’ll get back into the gym towards the latter end of the week.

“We don’t generally have too much time to sit around. We normally have a few days and then we’re back into it.

She also has an idea for making Sevens even more exciting.

“Instead of golden point in extra time, I’d love to see a penalty shootout-style drop goal competition. Three kickers, three balls, different locations - like penalties in football.

“It would add drama and be really exciting to watch!”

As GB Sevens continues its push towards the top of the world stage, Cowell remains a key figure in the team’s journey.

With Hong Kong ahead, the Olympics on the horizon, and a rapidly growing Sevens game in the Northern Hemisphere, the future is full of opportunities -both for her and for the sport she loves.