Meet Ilham Baqqal, founder of sportswear brand Beeka. Through her thoughtfully designed tunics, tops, pants and hijabs, Ilham blends functionality with style to support women athletes who refuse to compromise on either. But Beeka is about more than just a clothing brand: it’s a platform for empowerment and sustainability. By sourcing materials from eco-conscious suppliers and organising outdoor events that bring women together, Ilham is fostering a community that champions both personal well-being and environmental responsibility. We spoke to Ilham about Beeka, her plans for the future, and, of course, her experience with Sports Orange Corners.
Ilham, could you introduce yourself and Beeka?
My name is Ilham Baqqal, and I’m the founder of sportswear brand Beeka. I’m passionate about sports myself, but I struggled to find suitable clothing for running and cycling. There’s limited choice for modest women in general, and the products available on the market weren’t great in terms of functionality. They absorb sweat and become heavy, which not only slows your performance but also increases your chance of getting sick. As an engineer with a background in textiles and clothing, and over 10 years of experience in the field, I decided to create my own products when I couldn’t find anything suitable.
Two things make Beeka stand out: our dedication to empowering women and our commitment to sustainability. We mainly serve the Moroccan market, offering modest tunics, tops, pants and hijabs. We develop new products, but also work to improve those already available on the market. For example, our customers mentioned that most sports bras aren’t adjustable, so we’re working on a product that better meets their needs.
We ship internationally. Our products are available via our website, beeka.ma, and through partners such as hoojan.com – a marketplace that features many major brands and now also includes Beeka.
Currently, I’m focused on consolidating our presence in the Moroccan market and strengthening our digital presence. In the long term, I’d love for Beeka to become a franchise brand – a Moroccan brand serving women worldwide and empowering them through sportswear. I hope to open multiple physical stores, both in Morocco and abroad. That’s the dream. Maybe one day you’ll find a Beeka store in the Netherlands!
At Beeka, our values are centered on women’s empowerment and sustainability. We strive to produce our items with as small a footprint as possible
Ilham Baqqal, founder of Beeka
You mentioned women empowerment and sustainability are important to you. Could you elaborate on this?
At Beeka, our values are centered on women’s empowerment and sustainability. We strive to produce our items with as small a footprint as possible, starting with our suppliers. We seek out the most sustainable materials, working with both foreign and local suppliers who provide us with fabrics that are up to 60% recycled. While the materials are sourced externally, all development and production take place in Morocco.
For us, women empowerment goes beyond creating functional clothing. Making a social impact is very important to me. For example, we organise eco-tours around Tangier, where we bring together women from different backgrounds for weekend workshops in nature. These events are for women living in urban environments, as well as those who don’t have many opportunities to do outdoor sports. We exercise –walking, Pilates – and also educate women on the importance of sports and a healthy lifestyle. We really try to encourage them to create a balanced life and to connect with their bodies and with nature.
You participated in our latest Sports Orange Corners cohort. How’s this experience been?
Sports Orange Corners was a game changer for me. In the beginning I was working alone, trying to make prototypes and develop products, but I struggled with self-doubt. I had no idea how to make a business plan, whether my idea had potential, or if there was even a market for it.
Everything changed with Sports Orange Corners. After joining the programme, I connected with mentors and coaches and attended masterclasses. We worked on business plans, finances and digital marketing. The coaches sat with me and really helped me figure things out, going over all the calculations. Sports Orange Corners made me realise how great Beeka really is, and that I should be more resilient and not doubt myself so much. Being part of the Orange Corners community – with coaches, mentors, and fellow entrepreneurs – confirmed for me that I’m on the right path.
Would you say self-doubt is one of your main challenges?
Like all entrepreneurs, I face many challenges. Some are internal, like self-doubt, but there are also practical challenges. For example, finding a supplier as dedicated to sustainability as I am. As a woman entrepreneur in a male-dominated industry, it’s also been difficult to secure commitments. Being an entrepreneur is hard in general, but for women, it’s even more complicated. There aren’t many women entrepreneurs, and suppliers don’t always take you seriously. Sometimes they won’t even answer your emails. For instance, during the development phase, I sent a sample to a potential supplier and called many times, but got no response. When I sent my colleague to Marrakesh to follow up in person, he wouldn’t even receive her. That’s not a supplier I want to work with, so I move on and find alternatives.
Agile management is very important to me. I try a strategy, and if it doesn’t work, I change direction. I test and evaluate whether it’s a route I want to take. If it gets results, great; if not, I’ll change course. That’s what entrepreneurship is about in the end: testing, learning and being agile.
For us, women empowerment goes beyond creating functional clothing We really try to encourage women to create a balanced life and to connect with their bodies and with nature.
Ilham, Beeka
What would your advice be to the next generation of women entrepreneurs? Is this a road worth pursuing?
My advice is to have a dream and a vision to guide you. Big dreams are achieved through persistence and by taking small, achievable steps based on a larger vision. When you finish one step, you move on to the next. This systematic approach creates what we call the compound effect, which eventually leads to big results. I’m building Beeka following that same model.
At Tibu Africa’s Global Sports Entrepreneurship Week you presented Beeka both at the startup fair as well as on a main stage panel. Any interesting leads?
Quite a few! I even received an offer for a partnership in a foreign country. We’ll have a follow-up meeting to see how we can collaborate and how they might represent Beeka in their country. I’m excited – maybe this could be our first step abroad. Someone else who owns a gym also mentioned a possible collaboration, either to sell our products through their gym or to create content for our social media.
After the panel, some students from my former school approached me for career advice. I worked for 10 years before starting Beeka, but they’re already thinking about entrepreneurship and starting their own businesses while still studying!
Is that something you would recommend, starting your business straight out of school? Or would you rather advice people to gain some work experience first?
Personally, I think it’s better to get at least two years of work experience first, so you can see how things work in practice. Before starting your own business, learn how other companies manage their production, supply chain and finances. Theoretical studies aren’t the same as the real world!
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