Purpose In the UK and internationally, firefighting remains a male-dominated field and relatively few studies have considered working conditions for female firefighters (FFs) The following study explores FFs’ perspectives and experiences of what factors positively or negatively impact their ability to achieve their potential so that they can develop and perform to the best of their abilities. Design/methodology/approach Semi-structured interviews were conducted with 13 FFs from both operational and managerial roles within Merseyside Fire and Rescue Service (MFRS). Findings Thematic analysis of interviews identified five key themes: (1) Psychological safety, (2) Development, (3) Work–life balance, (4) Environment and (5) uniforms. Originality/value Implications for the fire sector are discussed, with particular emphasis on equality, diversity and inclusion (EDI) practice and the recruitment and retention of workforces that better reflect communities. Findings also demonstrate the importance of evidence-based practice, indicating that well-intentioned initiatives (introduced without sufficient research) can have unintended negative consequences for the personnel they are designed to support.