Lara Di Ferdinando

What are the biggest challenges women face in leadership roles today?

The sport industry is traditionally dominated by men. In the last years there has been a significant progress, and we see now more women taking senior management roles. Although, women still underrepresented in leadership positions. Women still surrounded by prejudice: they can’t be CEO and moms, can’t leave for maternity leave and expect to take on their role as it was before, women are perceived as less confident, they show too much empathy – which is perceived as being too “weak” and emotional preventing them to take “logical” decisions. I believe one of the biggest challenges is changing perception and embrace new ways of leading: women have the power to balance strength and compassion, we can be thoughtful and ask tough questions. Younger generations are more sensitive and have higher emotional intelligence in the workplace, they seek for understanding leaders, that can satisfy their sense of purpose. In an ideal world a balance between men and women in leadership can only be beneficial, for variety of mindsets and representation for all new generations.

A female leader who inspires you?

My manager Ashley Shaner is truly one of the most incredible leaders I have met in my lifetime.

Having such a strong role model as a manger shouldn’t be given for granted, especially in Sport, an industry mostly dominated by men. Ashley is a successful leader, she brings expertise and strong positive vibes, she sticks to her guns and her gut feeling is always right. She one the biggest champion of us women working in sport, and she would do anything to lift you up and support you in reaching your goals. She’s my best ally and role model, and most of all, she makes me feel empowered.

Where is the next big opportunity for the sports industry?

Women’s sports obviously! Digital is the strongest medium for the new generations. Women’s growth comes from digital, and sporting organizations are competing for attention. Digital platforms are where younger fans follow the biggest athletes, get to know teams and facts, they might not be active fans at first, but they feel a stronger sense of attachment and closeness to their favorite athletes/role models. Organizations need to invest more in digital and use platforms such as TikTok and Instagram to talk more about their stories, facts, and show a more human side of their stars to make them feel closer to their fans.