Morris wins 2025 PCA Futures Awards

The 2025 PCA Futures Awards, in association with Lodders, has been won by Fi Morris for the creation of her new probiotic skincare brand for athletes, ProSkn by FINA.

The Overall Winner impressed the judges with her product ProSkn which is the first and only probiotic sports skincare brand in the world. Morris had begun to struggle with acne brought on by sweaty helmets, bacteria at the gym and long days out in the sun and she wanted to exploit a gap in the market and help others solve their skincare issues.

The Lancashire all-rounder returned to the PCA Futures Awards as a former category champion, having won the Business Impact award in 2022 for her venture The Throwing Academy.

The 31-year-old was awarded a trophy along with a record-breaking cash prize of £5,000 from the award-winning law firm for winning the Overall and the Business Impact category, ahead of former Northamptonshire man Chad Barrett.

The winner of each category also received £2,500, with Hampshire’s Naomi Dattani the 2025 Community Spirit category champion for her venture, The Complete Athlete, edging out new Sussex recruit Jack Leaning for his work at his former club, Kent.

The winner of the Lifelong Learning category was a joint application between Warwickshire’s Keith Barker and former Leicestershire bowler Chris Wright for their podcast, The Bowlers Union, and was awarded the prize ahead of former Essex bowler, Kelly Castle.

PCA Business Club Member, Lucidica, also supported Morris with a website build up to the value of £3,000 and impressive finalist Castle received a business grade laptop and 12-month subscription to Microsoft365 or Gsuite.

In the second year of the new format and for the first time as part of PCA Futures Month, the finalists were whittled down from the shortlist and presented their personal development journey across the past 12 months to each other, the judges and a room full of PCA and Lodders staff.

Following the application process, the successful finalists contested across Business Impact, Community Spirit and Lifelong Learning categories at Lodders’ Birmingham office.

The judging panel, consisting of Lodders Managing Partner, Paul Mourton, PCA Non-Executive Chair, James Cameron and PCA Chief Financial Officer, Nil Neale compared the contestants on five criteria – the standard of application, verbal delivery, visual aids, storytelling skills and their confidence whilst presenting.

The PCA Futures Awards, which forms part of the PCA’s Personal Development and Welfare Programme (PDWP), aims to rewards candidates on what they have been doing outside of their playing career.

This year marked the fifth consecutive year that Lodders has partnered with the PCA’s Futures Awards, with the initiative born in 2013, originally the Transition Awards.

Returning as a former category winner in 2022, Morris used that experience to take home the Overall prize this time around. Impressing the judges with her new business venture ProSkn – a probiotic skincare for the active population.

PCA Futures Awards Overall and Business Impact winner, Morris, said: “I’m really excited, there were six really great presentations and I’m thrilled to win. I’ll take a lot of confidence from today, the judges said they saw my passion and for people to say I need to dream bigger as they are so confident in this business, gives me so much belief. It’s a privilege to follow Marie (Kelly) from last year. Lodders have put on a great day, even if I hadn’t won, I’ve learnt so much from the day.”

Struggling with injury in 2025, Dattani was able to turn her attention to The Complete Athlete, her business which aims to help young athletes reach their potential through one-to-one coaching, mentoring and strength and conditioning guidance.

PCA Futures Awards Community Spirit winner, Naomi Dattani, said: “I’m a bit taken aback, to win the Community Spirit award is really special in a room full of exceptional people. I’ve always struggled to put myself out there but hopefully this gives me that platform and the confidence to do that over the next few years. With the prize money I am to upskill myself around the mentoring space and give back to state schools who are so important to the cricketing community.”

Keith Barker (Warwickshire) and Chris Wright (Former Leicestershire)

With a multitude of experience in the game, Barker and Wright won the Lifelong Learning category for their online coaching and podcast enterprise, The Bowlers Union.

Joint PCA Futures Awards Lifelong Learning winner, Barker, said: “I’m over the moon, it was great to be a part of it and to win was amazing. We want to keep growing and put ourselves out there more and move forward.”

Joint PCA Futures Awards Lifelong Learning winner, Wright, said: “The standard was amazing, everyone presented so well and it’s a real honour to get the award. We’ll upgrade our equipment and get some professional help regarding our social media with the prize money.”

PCA Non-Executive Chair, James Cameron, said: “Congratulations to our winners and everyone that presented at a very competitive finals day. It was a pleasure to be part of the judging panel and listen to the incredible depth of achievements completed by the finalists over the last 12 months. Lodders have once again been fantastic hosts and we thank them deeply for being such a valued partner of the PCA.”

Lodders’ Managing Partner, Paul Mourton, said: “The finalists gave some excellent presentations and impressed us with their high standards and the breadth of their personal development. Picking a winner was incredibly challenging but we have great faith in Fi Morris as our champion. Partnering with the PCA and the Futures Awards is a great relationship and we value supporting players with their personal growth.”

PCA Futures Month is taking place in November 2025 and encompasses two flagship events with the PCA Futures Conference, in association with GEDU and the PCA Futures Awards, in association with Lodders.

For more information on the PCA Futures Awards, click here.