female athlete Archives

Game Changers: The Powerful Role of Women in Sports Today

Posted on September 29, 2024October 30, 2024 by Athelo Group

By Ariana Corrente

Athelo Group

In recent years, women in sports have taken center stage, not only on the field but in leadership, media, and governance. This shift is evident in major events like the 2023 FIFA Women’s World Cup, which set a viewership record with nearly 2B global viewers, and the Paris 2024 Olympics, which will feature gender-equal medal events for the first time. These milestones underscore the growing influence of women in sports and the increased visibility they’re receiving globally. From football to leadership programs, women are leading the charge and inspiring the next generation to reach new heights.

Shaping the Future of Football

Football has long been a male-dominated sport, but that’s changing rapidly. According to a recent Front Office Sports feature, women are driving progress both on and off the field. From coaching to team management, roles once seen as inaccessible are now being filled by women. For example, the NFL has seen a 38% increase in women in front-office positions since 2019, a major step forward in diversifying leadership in football.

Sam Rapoport, the NFL’s Senior Director of Diversity, remarked, “We are at the forefront of change and innovation in football. The contributions of women have broadened the horizons of the sport.” This transformation is opening doors for young girls to not only aspire to be athletes but also to pursue careers in football administration, coaching, and executive roles. Women like Katie Sowers, the NFL’s first openly gay female coach, and others who are breaking into traditionally male spaces are proving that there are no limits to what can be achieved in the world of sports. Their influence is not only inspiring future generations but is also expanding the scope and future of football itself.

The Power of Representation

The recent Girls on the Run Women in Sports Summit featured a powerful panel focused on the importance of representation in sports. Female athletes and industry leaders shared personal stories of overcoming obstacles and achieving success. One standout speaker was five-time Olympic swimmer Dara Torres, who highlighted the importance of visibility: “You can’t be what you can’t see. It’s vital for young girls to see women in positions of power in sports.” Her words reflect the growing recognition that female role models are key to inspiring future generations.

Research presented at the summit underscored this idea, revealing that 94% of women in C-suite executive roles participated in sports at some point in their lives. This data illustrates a clear link between athletic involvement and professional success, suggesting that early engagement in sports can foster skills like leadership, teamwork, and resilience. Representation matters not just on the field, but in every aspect of life, as it shows young girls they can aspire to leadership and greatness in any arena.

Youth Sports: Building Leadership and Confidence

A recent study by the Women’s Sports Foundation, When Girls Play, We All Win, shows that youth sports play a critical role in shaping future female leaders. The study found that 74% of women in top leadership positions credit sports with helping them develop leadership skills. Girls who engage in sports are more likely to have higher confidence, self-esteem, and ambition, which can pave the way for success in various fields.

Stephanie Adams, CEO of the Women’s Sports Foundation, emphasized the broader benefits of sports for young girls, saying, “It’s not just about physical activity—it’s about setting them up for success in all areas of life.” The study also revealed that girls who play sports are more likely to stay in school, avoid risky behaviors, and enjoy better mental health. These individual benefits contribute to a positive ripple effect, as communities and industries thrive when women take on leadership roles.

A Future Powered by Women

Whether through football, sports panels, or youth programs, women are leading the charge in transforming the sports world. As barriers are broken down, we are witnessing a more inclusive and inspiring future—one where young girls know they can succeed in any field. Women in sports aren’t just participating; they’re changing the game for the better.

With a 38% increase in women in NFL front offices and clear evidence that sports backgrounds shape future female leaders, the message is undeniable: when women lead in sports, everyone benefits. This growing representation is paving the way for a stronger, more equitable sports industry.

Sources:

Rising Fortunes: The Women’s Sports Revenue Boom

Posted on December 17, 2023November 12, 2025 by Athelo Group

By Desta Sahle

Athelo Group

Gone are the days when women’s sports were relegated to the background, and it’s about time we all take notice. They are now front and center, dazzling us with sheer talent, grit, and an unapologetic flair for drama. Women’s professional sports have witnessed a remarkable upswing in revenue, reflecting a major shift in perception and commercial viability. This trend can be attributed to several key factors, including increased media coverage, greater corporate sponsorships, and a growing global audience. It’s simple: women’s sports are here, they’re fierce, and they’re reshaping the landscape of athletics as we know it.

Women’s Sports Have Hit a Revenue Inflection Point

In a landmark prediction by Deloitte, women’s professional sports are expected to surpass a revenue milestone of $1B by 2024, marking a 300% increase since 2021. This financial boom is a testament to the growing fanfare and marketing efforts in women’s sports. The 2023 FIFA Women’s World Cup, for example, brought in over $570M in revenue, produced record-breaking ticket sales, and experienced an all-time high in broadcasting viewership.

Media, Sponsorship & Global Audience: What’s Fueling the Boom

Sports publishers like The Gist even reported greater ad revenue from the women’s World Cup than the men’s tournament, while Front Office Sports reported an even yield between both genders. Compared to years past, results like these are monumental. They challenge the traditional narrative around women’s professional sports, often seen as a cost center rather than a revenue generator, and reflect their growing commercial appeal.

Networks and media moguls alike are placing more focus than ever on tapping into women’s sports audiences. During a meeting with NCAA President Mark Emmert, Georgia Tech Coach Nell Fortner passionately announced: “We’re a huge potential revenue stream.” She highlighted the longevity of college athletes, their ability to attract new fans, and the need for a change in perspective. Her plea reflects a growing consensus that women’s elite sports represent a significant investment opportunity. Take the NCAA women’s basketball, for instance. Their games are now must-watch events, with last summer’s championship game between LSU and Iowa drawing 10M viewers. Thanks to gritty performances by Angel Reese and Caitlin Clark, the game became the most-watched college sporting event ever broadcasted on the ESPN+ platform.

Brand Strategy Meets Female Athlete Opportunity

Record-breaking viewership has caught the attention of major brands and venture capitalists who all want in on women’s sports growing appeal. Now more than ever, aligning with women’s sports isn’t just goodwill– it’s smart business. In recent years, we’ve seen AT&T, Deloitte, and Nike all become prominent WNBA partners. Sky Sports and the BBC are now committing an annual $20M to the Women’s Super League in the UK. In addition, Barclays’ recent sponsorship in the FA Women’s Super League and Gucci’s partnership with professional footballer Leah Williamson highlight the investment value behind female athletes. Even venture capitalists agree: a new NWSL team in Los Angeles, backed by Silicon Valley venture capital, points to the increasing valuation of female sports professional teams, now ranging between $20M to $100M. These developments underscore the rising importance of media and marketing in elevating the profile and profitability of women’s professional sports. It’s a win-win, with companies gaining positive exposure and women’s sports basking in the financial glow.

And let’s not forget the global audience – women’s sports have truly gone international, as events like the Women’s World Cup and the WNBA now draw record viewership in both the United States and Europe. As these leagues gain more recognition and visibility around the world, they are attracting a larger and more diverse audience. Fans from all corners of the world are tuning in, buying merchandise, and passionately following their favorite teams and athletes. This enthusiasm is evident in the Australian national team’s jersey sales during the last World Cup. Sales were up 19 to 1 compared to 2019, with the Matildas Nike kit quickly selling out in brick and mortar stores. Nike’s Pacific VP, Ashley Reade, told Octus Sports that the record sales are “a true testament to the power and pull of women’s sport” across the globe.

Sustainability, Investment and the Future of Women’s Sports

This shift in women’s athletics goes beyond financial aspects, marking a cultural renaissance in the sports world. The synergy of enhanced media coverage, sponsorships, and a growing global audience has propelled women to the forefront. As we approach 2024, the future of women’s athletics is filled with promise and excitement. This period is not just about athletic capability but also about the increasing influence of female athletes as role models. Their impact, combined with record-breaking global engagement, is setting the stage for 2024 to be a landmark year in shaping the cultural significance of women’s sports.

Sources:

Leveling the Field: Equal Opportunity in Women’s Sports Sponsorships

Posted on September 1, 2023August 4, 2026 by Athelo Group

By Alexis Hudson

Athelo Group

Over the past few years, we’ve seen female athletes dominate the sports industry with win after win. Our AG athletes have racked up amazing wins in 2023, including Zoe Benedetto’s success at the East Coast Surfing Championship and Brittany Weiss’ victory at the CrossFit Games with Team Invictus. But even as women continue to show their strength and success within the sports industry, there’s still a lack of opportunities for female athletes to generate sponsorships and brand deals. Too often, companies who use sports to market their product do not look to women first.

Why Women’s Sports Sponsorship Still Lags Behind

While 40% of U.S. athletes are female, women’s sports sponsorship comprised less than 1% of total sports sponsorships back in 2020. In addition, female athletes received a mere 2-4% of media coverage compared to male athletes. This lack of representation could be rooted in outdated gender stereotypes. Sponsorships for male athletes are primarily influenced by their strength, skill set, and popularity, rather than their alignment with conventional beauty norms. Conversely, female athletes often encounter greater challenges, as their appearance can sometimes receive more attention than their abilities.

Gender inequality in sports leagues has contributed to this disparity, too. Lack of media exposure compared to male teams and lower salaries work hand in hand to limit the sponsorship opportunities available to female athletes. Recently, the Women’s U.S. National Team decided to fight back, filing a groundbreaking equal pay lawsuit against the U.S. Soccer Federation. U.S. forward Alex Morgan explained that “as players, we deserve to be paid equally for our work, regardless of our gender.” Former team member Abby Wambach voiced her support, describing the monumental move as a “beacon of hope for women everywhere.” The lawsuit was settled for a record $24M just last year and continues to spark conversation regarding the obstacles women face in sports.

The Unique Value Proposition of Female Athletes for Brands

While the struggle for female athletes is far from over, there’s hope on the horizon. Increased media coverage in leagues like the WNBA and the National Women’s Soccer League has revealed the profitability within women’s sports sponsorships. With 84% of sports fans now interested in women’s sports, the time is ripe for brands to capture this growing audience. One unique draw is the inherent storytelling capacity of female athletes. While viewers are drawn to the game itself, they also feel a personal connection to the athletes and their stories. Brands like Buick capitalized on this connection during last year’s NCAA March Madness with their #SeeHerGreatness campaign. Each Buick ad featured a mini-documentary of a female athlete, showcasing her life achievements and inspiring others to overcome obstacles. The connections female athletes can create is motivating more brands to invest in stories inclusive to all demographics, not just the male sports fan.

Brands That Are Getting It Right

Brands are also finding success by weaving social activism into their partnerships with female athletes. Visa recently renewed their sponsorship with the U.S. Women’s National Team. In an effort towards inclusion and equality, Visa pledged 50% of their investment to programs supporting the team and other women’s soccer initiatives. This deal was a step forward for increasing support of women and closing the gap of injustice. Other brands including Nike, LPGA, Adobe, and Coca-Cola showed support by becoming a part of the Women’s Sports Club, an initiative dedicated to improving media investment in women’s sports. Adidas also took a stand against the lack of visibility for women by entering into the second phase of their “She Breaks Barriers” initiative, which included a film featuring female athletes and a call for their equal representation. Brands utilize these activism-based sponsorships as a way to boost their image, increase popularity, and bolster brand loyalty among women’s sports fans. It’s proven to be a profitable approach, as women’s sport fans are 25% more likely to buy a sponsor product than men’s.

How Brands, Leagues & Agencies Can Close the Gap

With this positive trend in women’s sports, it’s evident that overcoming obstacles in areas like sponsorships is becoming an achievable reality. As more attention is directed towards female athletes and their remarkable achievements, the barriers that once hindered sponsorship opportunities are slowly giving way to a new era of inclusivity and recognition. By continuing to foster support, challenging stereotypes, and promoting equitable representation, the future of women in sports looks brighter than ever before.

Sources:

Women in CrossFit: Breaking Barriers in Functional Fitness

Posted on August 21, 2023December 3, 2025 by Athelo Group

By Grant Babyatsky

Athelo Group

This August, the 17th annual NoBull CrossFit Games went down in Madison, Wisconsin. Fans enjoyed intense competition and athleticism. Team Invictus, with our very own Brittany Weiss, won the teams category this year in a very impressive effort, making history by becoming the first team to compete in every event since the first CrossFit games in 2007. In these events, we witnessed spectacular competition and athleticism demonstrated by both men and women participating together on co-ed teams, displaying the empowerment of women to compete at the highest level alongside their male counterparts.

Why Women Are Elevating the CrossFit Movement

CrossFit is an amplifier for women’s empowerment in sports, breaking conventional narratives and promoting a culture of strength, resiliency, and success. This fitness regimen goes beyond physical strength by imparting empowerment in a number of crucial ways. CrossFit challenges the stereotypical beauty standards frequently linked with women in sports. Rather than focusing only on outward appearance, CrossFit champions strength, performance, and skill. This paradigm shift destroys constricting ideas of physical beauty and encourages women to derive their self-worth from their accomplishments.

The sport’s active and encouraging community is a key component of its empowerment journey. Women receive constant support from both coaches and other athletes, creating an environment that fosters their development. This companionship encourages women to take on challenges, celebrate their successes, and cultivate self-confidence inside and outside of the gym.

CrossFit’s Role in Community, Confidence & Mental Toughness

CrossFit promotes mental toughness, which can be transformational, as athletes push themselves through physical and mental strain. Workouts put participants through physical and mental strain, eliminating self-doubt and promoting mental toughness. As women conquer these difficulties, they grow deeply confident in their capacity to overcome difficulties, promoting empowerment in all spheres of life.

Helping to destroy gender stereotypes through its innovative approach to competition, CrossFit is structured to have women participate on an even playing field with men. Once a sport that could only be seen in the gym, CrossFit provides a stage for women to display their strength, endurance, and talent alongside men. As a result of this, conventional gender standards are pushed to the limit, and performance is valued above preconceived assumptions of what men and women are capable of. Women are dispelling preconceptions and demonstrating that their potential knows no gender barriers by taking part in the same demanding workouts and tournaments.

In addition to fostering teamwork and camaraderie, this co-ed competition motivates women to set high standards for themselves and pursue success with no limits. Women’s self-confidence increases as they see themselves competing on par with males, transcending the gym and affecting other facets of their lives. Additionally, the inclusive culture of CrossFit encourages participants to appreciate and admire one another, reiterating the notion that effort and commitment, not gender, are what determine success.

Breaking Barriers: Competing on Equal Ground with Men

CrossFit’s contribution to women’s empowerment is best exemplified by prominent female athletes like Dani Speegle and Brittany Weiss. Their accomplishments in this sport exemplify the transcendence of women above stereotypes and demonstrate how women can succeed in physically demanding sports. Weiss took the NoBull CrossFit Games by storm with Team Invictus, competing alongside her teammates, with and against other men, ultimately taking the win. CrossFit’s emphasis on progress over perfection is part of the journey to Weiss and Team Invictus’ success – cultivating a positive body image based on personal development by embracing personal growth.

Speegle has used her platform to champion her “Girls Who Eat” campaign, where she celebrates the female’s body, strength, and beauty. On the surface, Speegle is selling clothing. But what she’s really doing is channeling a movement of women who aren’t afraid to be strong. The success she’s seeing with this is a direct result of a massive audience who often feels unheard. Many of them have found solace in CrossFit, and Speegle’s forward momentum in this space has created a safe community for these individuals to come together and lift each other up.

Empowerment in Action: Female CrossFit Icons Leading the Way

In the world of CrossFit, women’s empowerment is illuminated through co-ed competition, where men and women challenge gender norms and compete on a level playing field. This inclusive environment dismantles stereotypes, fostering collaboration, mutual respect, and self-belief. By celebrating strength, resilience, and achievements over appearance, CrossFit redefines women’s roles in sports. The sight of women competing fiercely with and against men inspires individuals to break barriers and set bold goals – and bust through those goals. Through CrossFit, women are finding not only a space to prove their capabilities but a platform to drive home the message that gender is no constraint to pursuing excellence.

Source:

The Impact of Soccer in the US, and Its Continued Rise in Our Culture

Posted on August 14, 2023November 12, 2025 by Athelo Group

By Jack Bluestine

Athelo Group

Soccer has been steadily increasing its influence amongst the American public. This once-niche sport has made significant strides in capturing the attention and hearts of Americans. With events like the ongoing 2023 FIFA Women’s World Cup, the highly anticipated European friendlies on display, and the upcoming 2026 FIFA Men’s World Cup – set to take place right on American soil – the future of soccer in the US is shining brighter than ever before. As the world’s attention turns to the backdrop of many iconic American cities, there seems to be a yearning for a collective moment that will galvanize the nation’s enthusiasm for soccer, solidifying its place in our culture.

Soccer’s Cultural Moment in the U.S.: Why It’s Taking Root

Enter Lionel Messi. One of the most polarizing figures to ever step foot on the pitch, Messi’s arrival to the US to play for Inter Miami CF has revolutionized the way Americans will watch and interact with the world’s number one sport. The deal that helped coax Messi over from Europe will surely pay huge dividends in helping grow the MLS fanbase. Since he signed on, viewership has skyrocketed, attendance & jersey sales as well, and with MLS’ deal on Apple TV, it allows for 100+ other countries the ability to tune in and watch, substantially increasing the value of this deal overall. Technological advances such as the growth of social media and streaming platforms are creating new and easily accessible opportunities for Americans to indulge in the Messi mania. His impact has been seen early on with his debut for Inter Miami attracting a collection of high-profile celebrities such as Kim Kardashian, LeBron James, and Serena Williams. Attendance was well-worth the increased ticket price as Messi had a game-winning 94th-minute goal to secure the win. After the 2022 World Cup, the presence of soccer in the States is booming, creating growth amongst the biggest leagues in the US. With an icon like Messi as the face of the league, the MLS can begin to grow in many different avenues. This is a drastic change that no one in the early days of the MLS’ existence thought would occur.

How Soccer Is Expanding

What has always played second fiddle to the core four sports in America (NBA, NHL, MLB, NFL), the MLS has quietly grown and built its own unique empire within the US. After its initial rebranding in the early 2000s, the MLS changed directions to fit the styles of European soccer clubs worldwide. The US-based soccer clubs had names switched from the likes of the Miami Fusion and Tampa Bay Mutiny to more classic club names like NYC FC and Inter Miami CF. This switch helped further acclimate the US teams to the global standard of soccer worldwide. They also expanded the league overall, going from 10 to 29 teams, with plans to expand to 30 teams in 2025 – the hope being to eventually become a 32-team league. This expansion allows for the continued growth of soccer in cities across America, giving fans a new tie into the sport on a localized level. The MLS has made these numerous changes to keep pace within American sports culture, aiming to be seen in the same tier as the core four.

The impact that European teams and leagues have had on this growth can’t go unnoticed. This summer, America has witnessed some of the top European clubs across Europe come to the US and play in exhibition matches in front of American crowds. Clubs such as FC Barcelona, Real Madrid, Manchester United, Arsenal, and AC Milan have all taken part in the Soccer Champions Tour, to give a glimpse at the excitement of European competition in the US market. These efforts have paid off, with the average attendance of these matches being about 55,000. Real Madrid and FC Barcelona set an attendance record in late July. The match was held at AT&T Stadium in Dallas, Texas, with just over 82,000 fans, the record for the highest-attended El Clasico in US history. Progression has been tremendous this summer throughout the country, as people are all starting to take a serious look at the rise of soccer in the US.

The ongoing Women’s World Cup has also helped build and increase the exposure of soccer culture to the US. After the US Men’s team got knocked out in the Round of 16 in December, all eyes turned to the USWNT. With a third straight World Cup trophy on the line, a feat that had yet to be accomplished on both the women’s and men’s sides of the tournament, the hype for the women in 2023 was palpable. Headlined by stars such as Alex Morgan, Megan Rapinoe, and Julie Ertz, all looking to finish off their illustrious careers by adding another trophy for their home country into the books, this event held a lot of promise. Unfortunately, the USWNT was recently knocked out by Sweden in the round of 16, their first time not advancing to the quarterfinals – ever. This shocking exit so early in the World Cup, is drawing national attention to the USWNT again. Many have speculated if they are past their golden era and if a rebuild is needed in order to be back in the spotlight. Talks have begun on how the talent gap in women’s soccer has closed and there is a need to change to get back to global prominence.

The Commercial Face of U.S. Soccer

Outside of the negative press surrounding the USWNT’s unexpected exit, the highlights from this World Cup have created major buzz in American culture. The Women’s World Cup has provided many worthy stories which help to garner the attention of individuals outside of the typical soccer audience. Linda Caicedo of Columbia became the first soccer player (male or female) to score in three world cups in a calendar year. Despite inadequate funding from their federation, Jamaica’s team made it past the group stages for the first time, and Morocco has made headlines with defender Nouhaila Benzina being the first player to actively wear a hijab while competing at a senior-level global tournament. The celebration of and discussion around soccer is taking shape in America at unprecedented levels.

The Future Holds for Soccer in America

As many tournaments and events in the soccer world continue to commence on US soil over the next couple of years, especially the 2026 FIFA Men’s World Cup, the impact and importance of soccer in the US will only continue to grow. Messi has helped to pave the way for a global audience to be interested in the MLS, and the MLS followed by continuing their expansion and involvement in new communities. What is known as the world’s most popular sport outside of the States, soccer will continue its rapid growth in American culture. Five years from now, it is likely that MLS and soccer generally will be of the utmost importance in our society. It won’t take away from what the core four has built, but will add a completely new element to sports culture in the US. The love and compassion of clubs’ fan bases abroad will echo into America’s foundation for support of the game and the impact it will have on our society will be one that continues to enhance the rise of soccer culture in the US.

Sources:

New Year Fitness Goals: How to Start & Stick to Your Workout Plan

Posted on December 27, 2022December 3, 2025 by Athelo Group

By Clair Baker

Athelo Group

Many people make New Year’s Resolutions for self-improvement. But whether it’s eating cleaner, joining a gym, or increasing productivity, their efforts tend to diminish as the year unfolds. Like so many others around the world, my New Year’s resolution in 2023 is to work out more. I plan to take a big leap into a whole new experience: CrossFit.

Why Your New Year Fitness Goals Need a Game Plan

Recently I decided that I wanted to try out something new. I hadn’t worked out in a long time and I had very little self-motivation to take myself to the gym and work out on my own. After witnessing Athelo Group athletes, Dani Speegle and Brittany Weiss, compete in CrossFit competitions and following them through their journeys I thought ‘this might be impossible, but I’ll give this CrossFit thing a try,’ and so I signed up for a free week at the gym right around the corner from me. When I say I was scared, I was scared! I didn’t know the first thing about CrossFit; not the names of workouts, not how to properly lift weight, and don’t get me started on what a WOD was. It was terrifying walking into this place, but every single person was a beginner at some point in their journey.

The first workout was hard – one of the hardest workouts I have ever done, but I felt fantastic… after it was over. So I went again, and again. I only went two days a week to get comfortable with the movements and to go easy on my body, but that was enough for me to feel so much better about my body and what it is capable of doing, not to mention how my mood was different every time I came home from a workout. I could tell I felt better. I was more proactive with at-home tasks, I just wanted to keep moving! Now imagine if I went more than twice a week.

Working out in the new year doesn’t have to be something that won’t last. Come 2023, I am attending CrossFit 4-5 days a week. Not only do I want to keep going for physical and mental improvement, but the people. Being surrounded by 20 people who are all lifting big weights while you are still just lifting the bar can seem extremely intimidating, but it’s not. Every single person in that gym is there for themselves, to better themselves, just like you are. The CrossFit gym is a place where people want you to succeed and will never ask you to do anything you aren’t comfortable with. I was lifting the bar the first 4 classes I took, and only when I was comfortable with adding weight did I put some on. CrossFit is a community filled with amazing, strong, hard-working people; like most gyms. My first day the workout was so hard I never wanted to go back while I was doing it, but everyone was proud of each other for finishing strong, it wasn’t a competition; just a group of people having fun and lifting weights.

What I Hope to Gain This Year

I expect that in the new year, CrossFit will better me both physically and mentally. By doing just a little bit to start, I have been more confident in myself and I have a stronger body-image. A lot of people, particularly females, have difficulties with their appearances; being told we need to look a certain way to maintain an “ideal” feminine body-image, but not one single person at the gym cares about how you look, they are just happy you made it and proud of you for showing up.

For me, it is the community that keeps bringing me back, no judgment, no hate, just CrossFit. Working out in the new year may seem difficult, but in the right place with the right people, it can change your life. What New Year’s resolutions are you considering putting into practice in 2023?

Brittany Weiss: The CrossFit Star’s Rise to the Top

Posted on December 9, 2022March 19, 2025 by Athelo Group

By Devin Kelley

Athelo Group

Making a name for herself in the CrossFit industry and competing at her best level yet, Brittany Weiss is someone to keep your eye on.

@furyphotography

Born in North Carolina, Brittany Weiss spent much of her young life as a gymnast. Weiss fell in love with the sport at a young age and enjoyed 16 years of competitive gymnastics, but after high school, she knew that it wasn’t something she truly wanted to continue. Brittany did know that she wanted to keep that competitive spirit and love for fitness going. Fast forward 10 years later, she is now a 2x CrossFit Games athlete and trains full time chasing her dreams in San Diego, California. In this interview with Brittany Weiss, we will take a deeper dive into the mindset and workout regimen that has fueled so much of her success as a female athlete in the CrossFit industry.

Can you share with us an interesting story from the beginning of your career? Can you tell us what lessons or ‘takeaways’ you learned from it?

As I was first starting CrossFit, it really took me some time to understand that being strong is beautiful. I always loved the thought of having muscles and being defined, but coming from a sport where everyone wanted to be as skinny as possible, it was definitely difficult for me to be able to push all I’ve ever known off to the side. I now look at being strong as such a powerful beauty; it recognizes courage, strength, diligence, and grit. I want girls to know and encourage others that strong is the new beautiful.

Now let’s shift to the main focus of our interview about the workout routines of professional athletes. Can you share with our readers a few of the workout routines that you use to help you perform at peak levels? Can you help articulate what each of those workouts achieves?

My workout routine stays relatively the same on a day to day basis. The training day consists of two sessions: Morning and Afternoon.

Morning Session: Machine work (running, rowing, assault bike, etc), followed by an accessory piece that’s normally a specific focus. This off season for me has been all about getting stronger so most of my accessory has been focused on lower body; posterior chain and legs.

Afternoon Session: Lifting (snatch, clean, squats, upper body pressing etc. This changes everyday), followed by a CrossFit style workout (more skill workout) and more accessory.

My training is pretty straight forward and there really isn’t a certain workout I do everyday which is why I love what I do. It’s constantly varied and there’s always something new to do.

What do you do to prevent injuries during your workouts or during your competitions?

Warm-ups and cool downs are so important. I try to pay attention to every detail on how I’m feeling inside and out to make sure I’m doing all the things to keep my body feeling good.

My warm-up normally starts with an easy 10 minute bike to get some blood flow going. I then start firing the muscles that are being used in the session at that time so I can make sure they are awake and ready to get to work.

My cool down normally starts with an easy 10 minute bike to destress the body from all the intensity. I follow it with lots of stretching. My stretching sessions have a different focus depending on what I did each day.

What type of workout regime has helped you to rehabilitate from injury?

Thankfully I haven’t had many injuries in my life but I do try to destress my body through sauna and ice. I’m a firm believer of hot/cold therapy and it always leaves me feeling refreshed mentally and physically. As professional athletes, our bodies go through so much and what you put into it is what you get out of it. Giving your body love is important and this is what I do to help mine perform at its best.

What exercises do you do to strengthen your core?

Fun fact: Your core is what provides your body with the most strength. A strong core enhances balance and stability. I add a core piece into my training everyday. An example of a circuit I would do:

3 Sets

30 Russian Twists (each side)

30 Alternating Leg V-Ups

30 Flutter Kicks (each leg)

Rest 30 seconds

As a successful athlete, which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Hard Working: Work hard and you can achieve anything. Nothing beats one’s work ethic. I have never been a naturally gifted athlete. I have had to work really hard to get to where I am today. Sometimes it’s very difficult to see things come so easy to other athletes, especially if it took me years to accomplish. But the more I sit back and think, everyone’s path to success will be different and unique, and at the end of the day we can only pave the path of our story and it shouldn’t be through comparing ourselves to others.

Confidence: One of my favorite quotes; “It all begins and ends in your mind. What you give power to has power over you, if you allow it.” Your mind is such a powerful tool and your belief in your ability is so important. I lacked this for so long and it’s been hard to wrap my finger around why until I started spending my nights journaling and digging deeper and picking myself apart as an athlete. The belief is what I was missing and once I turned that around, I truly felt like my athletic performance took off. Every time I step out on the competition floor I remind myself that I don’t HAVE to do this but I GET to do this.

Trust in the process: I feel as an athlete, I am always wanting to do more and be more. I constantly feel like I’m not doing enough to get to where I want to be. It feels like the journey to the top is so far away. There are times I take 3 steps forward and then life throws me a curve and I take 5 steps backwards. It’s hard to understand in the moment, but everything happens for a reason. With every set back comes a learning opportunity. To learn is to grow, and growing is the point of life. There is beauty in the journey and no one becomes the best by taking the shortcuts.

It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest or most interesting mistake that occurred to you in the course of your sports career? What lesson or takeaway did you learn from that?

Sports are competitive. When you are out there grinding and working hard every single day, I can promise you that other people are out there doing the same exact thing. One of the hardest things that has happened to me throughout my career was not getting picked for the Games Team. I always felt like I was the hardest worker in the room that just never got picked. I used this as fuel going into every season after that. I put my head down, stopped looking for validation from my coaches, and just worked. Each day I continued to remind myself that my time was coming, I just wasn’t there… YET. But I would be for every other season after that.

Can you please share ‘5 Things You Need To Create A Successful Career As A Professional Athlete?‘

Write down your goals and never lose sight of them

Hard Work and Consistency

Confidence and Self Belief

Lean on your support system

Get enough sleep

As a person of influence in your community, if you could start a movement that would bring the most amount of good to the most amount of people, what would that be?

If I could start a movement that would bring the most amount of good to the most amount of people it would be to help educate and inspire women to appreciate their bodies and to understand what it is truly capable of. I feel so many women struggle with body image and keep so much inside. So being able to have a platform and create a safe space for people to share their stories and support one another through their struggles would be amazing.

What is the best way for our readers to continue to follow your work online?

Instagram: @Brittany_Weiss

If you are eager to see what secret projects Brittany is working on now, keep an eye out for her new YouTube content. On this platform Brittany plans to give viewers more insight on what her day-to-day looks like with training, food, life, and everything in between. Weiss is excited to start sharing her story and life in different ways, on top of finding more ways to help and guide others.

Sustainability in Brand and Athlete Partnerships

Posted on November 21, 2022November 12, 2025 by Athelo Group

By Devin Kelley

Athelo Group

In today’s world we hear so often about what we can do to help save the environment and protect mother nature, but have you ever considered what your favorite athlete or brand is doing with their platform to help with this?

Sustainability in brand and athlete partnerships can sometimes be hard to get right and feel authentic, but when brands find the right athlete to work with who is incredibly passionate about their impact on the world, the most incredible partnerships are born.

Why Sustainability Matters in Brand-Athlete Partnerships

Brisa Hennessy, from Costa Rica, is currently ranked the 5th best surfer in the world and competes in the World Surf League. Outside of surfing, Brisa has a love for cooking, education, community, and sustainability. These are all key ingredients in the cultivation of an organic partnership with Brisa, and what brands look at in order to engage the relatability level.

Sustainability and being eco-friendly are two major core values for Brisa and are crucial reasons on what partnerships she currently has.

How Sustainable Brands Strengthen Athlete Impact

Brisa has multiple partnership deals with brands, including Vertra, Rip Curl, Nosotros Tequila and Pura Vida. Each partnership is so unique and the goals of each campaign are different.

For example, Vertra is special to Brisa because of their initiative. Vertra is committed to delivering athlete inspired, planet friendly premium suncare and skincare products to keep outdoor athletes and adventurers protected while having fun in the sun. Not only does Vertra support her athletic career, but each and every brand holds a pure connection to Brisa’s core values. With this partnership Brisa is supporting the Vertra brand and helping raise awareness to the eco-friendly products they sell.

Another one of Brisa’s partners, Pura Vida, spends much time, energy, and focus on sustainability and ocean protection. This shared connection was brought to life and through this a partnership was born.

Pura Vida was founded from a trip to Costa Rica where the founders fell in love with the laid-back culture and lifestyle. From then on, they set out to celebrate and spread the “pura vida” spirit globally through responsible, artisan-made products that inspire positivity and give back. “Pura vida”, translating to “pure life” in Spanish, is more than just a saying in Costa Rica – it’s about enjoying life’s little pleasures, slowing down and living life to the fullest.

They have partnered with more than 200 charities around the world to donate over $4 million to causes you care about. Pura Vida is always striving to do more and is constantly on the lookout for charities that can benefit from help.

When Brands, Leagues, and Athletes Unite

Pura Vida also took this initiative beyond partnering with athletes when they decided to team up with the World Surf League to be the presenting partner of the Rising Tides program. Rising Tides is a cornerstone of the league’s values, providing young surfers access to the world’s best surfers and a platform to explore and learn from their heroes and heroines about pursuing their dreams in and out of the water.

Pura Vida again teamed up with the World Surf League to bring the waves to you with the WSL Mixed Bracelet and Mini Braid Anklet. The upcoming WSL x Pura Vida bracelet ties back to WSL’s We Are One Ocean campaign, which spotlights sustainability and ocean protection. Pura Vida and the WSL want to ensure the ocean is healthy for generations of surfers and aspiring athletes to come.

The World Surf League continues to be committed to protecting and conserving the global ocean through We Are One Ocean to preserve the future of our sport for generations to come. The WSL along with its non-profit partner WSL PURE, and SHISEIDO, are bringing this to life at each WSL Championship Tour event through community-led activations. They are working with a number of inspiring organizations to make an impact in spaces around coastal restoration and conservation, reducing plastics and climate change, which tie back to priorities outlined by the UN Decade on Restoration.

Building a Blueprint for Sustainable Sports Partnerships

Companies are able to create key campaigns and activation points that truly make a difference by implementing these partnerships. Through the work of brands like Pura Vida, the WSL and good people like Brisa Hennessy, awareness is brought to issues like the ecosystem and positive changes occur.

Sources:

Women in CrossFit Are Breaking Down Body Image Stereotypes

Posted on July 29, 2022November 12, 2025 by Athelo Group

By Clair Baker

Photo Credit: Trevor Knoll

When you think about CrossFit, what comes first to mind? Heavy weights? Box jumps? Men with large muscles? What if I told you that women are taking over the CrossFit industry like never before…not only in the gym, but in the media, too. Thanks to these strong, powerful, and capable women, the world is redefining what it means to look like a woman.

Women Are Leading the CrossFit Revolution

With the rise of CrossFit came a new era of fitness culture – drawing the attention of many females – athletes and non-athletes alike. This ultimately led to an increase in popularity and support for women’s athleticism. This, however, wasn’t without its faults. Even with Title IX opening the door for women in so many different sports, women still face criticism in sports across the board, especially those that require a very muscular physique. Nevertheless, the changes in women’s workout culture began to catalyze a change in women’s body image standards and expectations.

Strength Redefined: How Female CrossFit Athletes Are Rewriting the Narrative

The commonly accepted and celebrated woman’s body type has been, and still tends to be slim, toned, and youthful. A study done in 2019 asked women to reflect on their body image before and after their CrossFit journey. Before, the ideas they had for their bodies were much like many other girls: “skinny” and “fit”. But after their participation, it shifted into descriptors like “strong” and “powerful”. We are beginning to see more of these kinds of characterizations through women in CrossFit, the media, athletic apparel companies, and our very own athletes. With the increase of women in CrossFit came a decrease of the idea that there is an “ideal body type”. The push to not conform to these standards is being championed by the women who have already broken them. It isn’t a matter of how women look, but what they are capable of and moving beyond what is known as “socially acceptable”.

Social media has played a major role in breaking the mold and veering away from firming and toning to power and strength. Female athletes have used social platforms to tell their stories by educating women of the true meaning of being comfortable in your own skin and how they have accomplished it through CrossFit. Fitting into a mold is a thing of the past, but it is not only social media that plays a role in breaking down barriers for women.

Athelo group athletes, Dani Speegle and Michelle Basnett, have first-hand experiences of how CrossFit has broken their own idea of what a woman’s body should look like and how their confidence has grown as a result. Speegle has spoken about the changes she sees in herself, especially when it comes to body image. She said, “It’s amazing how much clarity and growth you can accomplish when you’re not worried about how your clothes are fitting or how your legs are jiggling or how other people are looking at you.” Basnett has also spoken out by saying “I choose to have muscle because I like it, it gives me confidence and I enjoy learning what my body’s capable of… do what makes YOU feel good because at the end of the day that’s what matters.” By being a positive advocate for women in sports and to encourage women’s health, it breaks down stereotypes of what a woman’s body should look like.

Other women in the industry have spoken out publicly about stereotypes in the CrossFit industry. CrossFit athlete Amanda Barnhart is an advocate for health and body positivity. She said, “Life’s way too short to be constantly chasing ‘the perfect body’. And I encourage you all to remember to love yourself despite your insecurities and to please give yourself a little forgiveness when you aren’t perfect because trust me NO ONE is.” Women in the industry have created a safe environment for anyone struggling with their body image and CrossFit has become their way of sharing their own stories of striking down body image stereotypes.

The Future of Fitness & Female Empowerment

As women in CrossFit break down body stereotypes in the media, there is also a push for athletic apparel to keep up. Typical athletic apparel in the past has been made to fit a women’s body based on past ideas of what it should look like, but with the growing popularity of CrossFit and more muscular female bodies, this apparel just doesn’t cut it. Brands like Reebok are looking to evolve their collections. By conducting 3D body scans across 300 different CrossFit body types, Reebok can determine how to create functional apparel for these powerful women. As more companies enhance technology and their knowledge of CrossFit, and all women in sports, it will boost their brand image. Stepping into the future of women greatly enhances their step forward in the world of sport and seeing it through a new lens.

CrossFit continues to grow and attract women every day. Strength, power, and body empowerment in women is on the rise. As the media and apparel companies continue to support this, the ultimate hope and goal is that there will be no singularly accepted female body type. Women in CrossFit are making a move, breaking down barriers, and telling their stories. Following their lead will take us into the future of supporting all women’s body types, not just one size fits all.

Sources:

Gender Inequality in Sports

Posted on September 24, 2021November 12, 2025 by Athelo Group

One of the most controversial topics that sports face is gender inequality. There is not just inequality in participation and opportunity, but also with pay. That comes mainly in professional sports, wherein in almost all cases, men make more money than women.

Understanding the Gender Gap in Sports Participation & Pay

Male athletes in basketball, golf, soccer, baseball and tennis make anywhere from 15% to 100% more than female athletes. There are many reasons why that is. A popular argument is that women’s sports do not nearly bring in the revenue that men’s sports do. Using that logic, the question of, “So why should they get paid the same?” is often asked. The fact is that many arguments go beyond that one point that would suggest that sports are naturally unfair to women and that they are not granted the same opportunities that men are to even be able to earn the amount of money that men do.

Why Women’s Sports Still Get Less Media, Sponsorship & Exposure

In catching up with professional boxer Sarah Thomas, she was able to grasp and explain some of the concepts that may lead to the unfair pay gap in sports, specifically combat sports.

Sarah was asked to describe her opinion on the gender pay gap in sports.

She replied, “One of the bigger arguments I have heard regarding women in sports making less money than their male counterparts, is that fewer people watch women’s sports, so the women are paid proportionately based on demand. Simply put, more people watch men’s sports. This results in higher revenue. Therefore, there is more available money to give to male athletes. I do agree that this logic is fair. Sports are a business just like any other business. The companies pay salaries that are typically reflective of how much money the companies are bringing in. However, I think there should be a shift in focus. Female athletes should be marketed better. Successful marketing could lead to more revenue and higher-paying salaries.”

What’s Changing and What Still Needs to Happen

This is an interesting point. Women’s sports are not nearly as marketed as men’s sports are. Sports Illustrated did a study on media coverage in sports. Women’s sports account for 5.7% of media coverage by ESPN. As well as 80% of sports news programs and highlights that this study analyzed covered zero stories on women’s sports. So perhaps if fans were more exposed to women’s sports, that would draw a lot more interest thus significantly increasing revenue.

Sarah was also asked about where in sports has she seen progress and if that is a direction that the sport of boxing should go in as well.

She replied, “Mixed martial arts is a combat sport that has successfully closed the pay gap. I believe boxing organizations should take notes from the UFC. The UFC has successfully marketed its female athletes. Many main events are female fighters and some of the sport’s biggest stars are women.”

That is very true. Stars like Amanda Nunes and Ronda Rousey were some of the highest-paid athletes in the world, despite their gender. That could be something boxing could take as well. Using women in their main events more, or switching up marketing tactics to gain more exposure. It should not just be up to the media to expose these hard-working athletes, but there is so much that the sports itself can do to further expose their athletes.

The issue of gender inequality in sports is not going away anytime soon. However, there are very clear ways in how the gap can become smaller. Marketing is probably the best answer because it directly contradicts any argument of how men bring in more revenue so they should be paid more.

Sources

Shaping the Future of Football

The Power of Representation

Youth Sports: Building Leadership and Confidence

A Future Powered by Women

Women’s Sports Have Hit a Revenue Inflection Point

Media, Sponsorship & Global Audience: What’s Fueling the Boom

Brand Strategy Meets Female Athlete Opportunity

Sustainability, Investment and the Future of Women’s Sports

Why Women’s Sports Sponsorship Still Lags Behind

The Unique Value Proposition of Female Athletes for Brands

Brands That Are Getting It Right

How Brands, Leagues & Agencies Can Close the Gap

Why Women Are Elevating the CrossFit Movement

CrossFit’s Role in Community, Confidence & Mental Toughness

Breaking Barriers: Competing on Equal Ground with Men

Empowerment in Action: Female CrossFit Icons Leading the Way

Soccer’s Cultural Moment in the U.S.: Why It’s Taking Root

How Soccer Is Expanding

The Commercial Face of U.S. Soccer

The Future Holds for Soccer in America

Why Your New Year Fitness Goals Need a Game Plan

What I Hope to Gain This Year

Why Sustainability Matters in Brand-Athlete Partnerships

How Sustainable Brands Strengthen Athlete Impact

When Brands, Leagues, and Athletes Unite

Building a Blueprint for Sustainable Sports Partnerships

Women Are Leading the CrossFit Revolution

Strength Redefined: How Female CrossFit Athletes Are Rewriting the Narrative

The Future of Fitness & Female Empowerment

Understanding the Gender Gap in Sports Participation & Pay

Why Women’s Sports Still Get Less Media, Sponsorship & Exposure

What’s Changing and What Still Needs to Happen

Become a Sponsor.