by Less than a decade ago, Liv Cooke was just another student at a secondary school in Lancashire, pondering her future. The class was asked about their post-graduation aspirations, and Cooke’s response was far from ordinary.
A former academy player for Blackburn Rovers and Preston North End, Cooke had once envisioned a professional football career. However, a persistent back injury dashed those dreams, forcing her to reevaluate her path.
“I turned to my friend Katie and said I was going to be a football freestyler and make a living from it,” Cooke recalls. “Katie laughed and said, ‘That’s not a career. Wake up and smell the roses.’
“She wasn’t wrong—no one was making a living from football freestyling at the time. I hadn’t even won a single competition. But I knew deep down she was wrong about me. I was certain it was what I was meant to do.”
Obsession with Becoming the Best
In just two years, Cooke proved her conviction was more than wishful thinking. She dropped out of college and became the youngest football freestyle world champion at the time. This milestone marked the start of a whirlwind journey that brought her immense success, including over 7.5 million social media followers, a thriving property development business, and a lifestyle featuring private jets and luxury cars—all by the age of 25.
Football freestyling—the art of juggling a football without using hands—had only been formalized in the late 2000s, a few years before it caught Cooke’s attention. Once she discovered the sport, she immersed herself entirely in becoming the best.
“I was obsessed with winning the world title,” Cooke explains. “I wanted it more than I wanted to breathe.”
Her dedication was all-consuming. “I quit college, isolated myself from friends, and spent hours training alone. My entire day revolved around improving my skills—training for six hours, reviewing footage, eating healthily, and watching motivational videos before bed. I knew no one was outworking me.”
Triumph and an Unexpected Void
In 2017, at the age of 18, Cooke achieved her dream by winning the world freestyle title in Prague. “It was the best feeling in the world,” she says. “I was on such a high.”
But the joy was fleeting. “The next morning, I woke up thinking, ‘What now?’ The fire in my belly was gone. I felt empty.”
The motivation that had fueled her relentless pursuit vanished, and her competitive freestyling career ended abruptly.
Transition to Social Media Stardom
Though she stepped away from competition, Cooke’s growing social media following opened new doors. Initially, her videos were a way to connect with the freestyle community and get feedback. But after retiring, she began creating content designed to entertain and inspire her audience.
From tricks with household items like phones and laptops to daring stunts such as kick-ups while paragliding, Cooke’s creativity captivated millions. She also broke seven freestyle world records, became a UEFA ambassador for women’s football, and took on presenting roles with BBC Sport.
A New Passion: Property Development
When the COVID-19 pandemic brought the world to a standstill, Cooke found herself eager for a new challenge. She turned her attention to property development, diving into the industry with the same obsessive focus that had driven her freestyle success.
“I can’t do anything halfway,” Cooke admits. Today, she develops at least six properties monthly across the Midlands and North West, catering to two distinct markets: portfolios for high-profile clients like Premier League footballers and rehabilitative housing for vulnerable women.
Supporting Vulnerable Women
One of Cooke’s initiatives involves transforming uninhabitable properties into housing for women who have survived domestic and sexual abuse. Despite the stigma surrounding HMOs (houses in multiple occupations), she emphasizes their importance.
“There’s a misconception that HMOs are filled with troublemakers, but the women we house are genuinely seeking a fresh start,” Cooke explains. “The providers we work with are incredible, and you’d never even know one of these properties was on your street.”
Balancing Wealth and Philanthropy
Cooke is candid about her success and isn’t shy about enjoying its perks. Her social media often showcases luxury cars, yet she is quick to clarify that her profits come from converting unmortgageable properties, not overcharging tenants.
“When you’re great at something and deliver value, financial success follows,” she says. “If I want to buy a Lamborghini, I will. That doesn’t negate the good work we’re doing.”
Recently, Cooke and her wife appeared on Channel 5’s Rich House, Poor House, swapping lives with a less affluent family. The experience highlighted Cooke’s humility as she paid off the family’s debts at the show’s conclusion.
Looking Back: Lessons from Freestyling
Today, Cooke has left freestyle videos behind to focus entirely on her property empire, which she says has earned her more this year than her entire previous career combined. Reflecting on her journey, she credits freestyling with shaping her into the person she is.
