{"id":26139,"date":"2024-06-21T09:00:00","date_gmt":"2024-06-21T09:00:00","guid":{"rendered":"https:\/\/leadersinsport.com\/performance-institute\/?post_type=article&p=26139"},"modified":"2025-12-15T05:10:56","modified_gmt":"2025-12-15T05:10:56","slug":"leading-women-whats-the-key-to-creating-sustainable-organisations-in-womens-sport","status":"publish","type":"article","link":"https:\/\/leadersinsport.com\/performance-institute\/articles\/leading-women-whats-the-key-to-creating-sustainable-organisations-in-womens-sport\/","title":{"rendered":"Leading Women: What\u2019s the Key to Creating Sustainable Organisations in Women\u2019s Sport?"},"content":{"rendered":"\n\n
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\n 21 Jun 2024 <\/p>\n \t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/span>Articles<\/a>\n\n\t\t\t\t\t\t

Leading Women: What\u2019s the Key to Creating Sustainable Organisations in Women\u2019s Sport?<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n
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Category<\/div>\n Leadership & Culture<\/a> <\/div>\n
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The NSWL\u2019s Bay FC and the WNBA\u2019s Golden State Valkyries are two expansion teams and both have women GMs. Here, we bring you the views Bay\u2019s Lucy Rushton and the Golden State\u2019s Ohemaa Nyanin.<\/p>\n \n \n \n

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By Rachel Woodland, Sarah Evans and Lottie Wright<\/h6>\n
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  • \n
    Use the critical moments to reinforce your culture.<\/h6>\n<\/li>\n
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    Expansion franchises must recruit staff who want to be challenged and challenge themselves to be the best they can be.<\/h6>\n<\/li>\n
  • \n
    Challenge yourself as a leader to have a diverse staff, so that when you are recruiting female athletes, lifestyle and protecting the longevity of their career can be just as important considerations as pay.<\/h6>\n<\/li>\n<\/ul>\n
    There has never been a better time for women\u2019s sport in the San Francisco Bay Area.<\/h6>\n

    In March, Bay FC began their inaugural NWSL campaign to great fanfare.<\/p>\n

    The club was co-founded by former US women\u2019s national team stars Brandi Chastain, Aly Wagner, Danielle Slayton and Leslie Osborne, who propelled the project from an ambitious idea to a grand reality.<\/p>\n

    They hired Lucy Rushton as General Manager. Rushton, who was the second woman to serve as GM in MLS when she joined DC United in 2021, spoke at this month\u2019s Leaders Sport Performance Summit at Red Bull in Santa Monica.<\/p>\n

    Rushton is no stranger to the Leaders stage having also spoken during her time at Atlanta United, whom she joined following excellent spells with Watford, Reading and the Football Association in her native England.<\/p>\n

    She sat next to another trail blazer, Ohemaa Nyanin, the newly appointed GM of WNBA expansion franchise the Golden State Valkyries, who will join the league in 2025.<\/p>\n

    Nyanin, a Ghanian-American, had been with the New York Liberty for five years, most recently as Assistant GM, jumped at the chance to bring further basketball prestige to this corner of southern California. She previously served as Assistant Director of the US women\u2019s national team and helped Team USA to Olympic gold in 2016 and World Cup gold in 2018.<\/p>\n

    The duo delivered insights into how they are shaping the cultures of their nascent organisations; how they\u2019re working or planning on working with their athletes; how they\u2019ve chosen to lead; how they\u2019re supporting their staff; as well as how they\u2019re changing the sporting landscape.<\/p>\n

    Owners must establish the culture and values<\/strong><\/p>\n

    The Bay culture was clear well before Rushton had even accepted her position: everything is about the people, from the staff to the players. The owners want everyone to be B-A-Y. That is:<\/p>\n

    Brave<\/strong> \u2013 the ownership want the franchise to be bold in the industry, pushing boundaries, breaking barriers by being innovative.<\/p>\n

    Accountable<\/strong> \u2013 the staff turn up everyday and are responsible for their actions and drive, and push themselves forward.<\/p>\n

    You<\/strong> \u2013 Bay FC also celebrate themselves as individuals and bring their true authentic selves to work every day.<\/p>\n

    The three concepts have helped shape the mindset each day and give the staff and players something tangible to hold onto. The organisation\u2019s vision is to be a global sport franchise at the head of innovation and change.<\/p>\n

    How can these be measured? For Rushton, “it\u2019s the feeling when you go to bed or wake up and how you feel about going to work the next day or that morning”. She believes the staff feel good and know they can influence what is happening; they know it\u2019s a positive environment and everyone is striving for the same things.<\/p>\n

    Women\u2019s sport should not simply replicate men\u2019s sport <\/strong><\/p>\n

    Rushton’s experience of men\u2019s football taught her a valuable lesson. \u201cComing into a women\u2019s franchise, it\u2019s so important that we understand and appreciate the difference to men\u2019s sport and don\u2019t try and replicate it,\u201d she said. The club has been intentional on that since day one and strives to be people-first, player-centric, and celebrates and promotes good female health.<\/p>\n

    With Bay midway through their first season, Rushton reflected on how the staff live the values every day. They all want to work hard, but care, kindness, and mutual support are just as critical for an expansion team. You need people who want to be there, who have the grit to go through the ups and downs, but support each other when you might not have the same resources as the teams that are 5 or 10 years old.<\/p>\n

    \u201cHow we approach training everyday and present ourselves to the players gives them energy,\u201d she continued. \u201cWhich in turn the players buy into and end up energised and galvanised.\u201d The key is how you present yourself and how you turn up and how you live by the standards that have been set, and the biggest factor is togetherness and collaboration of all departments.<\/p>\n

    Measure success through environment and collective wellbeing<\/strong><\/p>\n

    Nyanin left a household name in the New York Liberty, but her goal is not to merely recreate that team in the Bay Area. Nor does she simply want to recreate the Golden State Warriors (Valkyries co-owner Joe Lacob is also the majority owner of the Warriors). Nyanin wants the Golden State Valkyries to stand alone.<\/p>\n

    She needs to find people that are interested in a vision of winning championships, in alignment with the ownership group. Success will ultimately be measured in trophies. They are the first WNBA expansion team since 2008, so Nyanin is considering what it looks like to build a successful organisation. She said: \u201cWe need to find individuals who are interested in being challenged every day, leaning into the team. Do you want to come to work everyday, and serve the athletes everyday in a way that provides for an innovative space, that provides for us to do what we know we can do, and how quickly can we get there?\u201d<\/p>\n

    With this question in mind, Nyanin reflected on the qualities she seeks out as the Valkyries hire and write job descriptions. \u201cBeing an expansion team means you have to be entrepreneurial. By embracing the unknown can you be empathetic too,\u201d she added.<\/p>\n

    Rushton asked Nyanin about measuring success from a cultural perspective rather than through championships. In response Nyanin said it is about the climate of the people that come in the door. \u201cWhen we ask how you are doing they might say \u2018I\u2019m fine\u2019 or \u2018I\u2019m good\u2019, but if you say \u2018how are you doing in the terms of a climate?\u2019; so \u2018sunny, or \u2018cloudy\u2019, or \u2018rainy\u2019 \u2013 it adds depth. A way of measuring success is how we can collectively come up with our non-results-based success criteria, how do we make it such so that everyone is sunny?\u201d<\/p>\n

    For Nyanin, \u2018sunny\u2019 doesn\u2019t mean super excited, or super extroverted \u2013 you can be introverted but still be sunny. Success is ultimately defined by how the Golden State Valkyries create their own definitions of safety in the workplace; it stems from executives to coordinators, to players, and even changing the way agents and external stakeholders engage with the organisation.<\/p>\n

    A culture born of diversity<\/strong><\/p>\n

    We all know the saying about the best-laid plans, so Rushton and Nyanin spoke of the importance of allowing culture to shape itself. For Rushton, the critical moments are when things haven\u2019t gone to plan. \u201cHow you react to things not going to plan is how you create culture. Actions taken in those moments show the players and staff what\u2019s acceptable and what\u2019s not,\u201d she said.<\/p>\n

    Some decisions have been made that may have impacted performance outcomes but certainly reinforced their culture and values. They might have been a “nightmare” at times, but they’re critical. The backing of the ownership and the Head Coach, Albertin Montoya, helped give Rushton the confidence to go ahead. Showing the group that the leaders are aligned was powerful and gave them the confidence that it was the right thing to do and that the leaders had each others\u2019 backs.<\/p>\n

    For Nyanin, it is important to give newly-hired executives their own blank slate to contribute to the masterpiece. She said: \u201cIf everyone has a different background, you have to listen to their ideas as they\u2019re all coming from different spaces. So it\u2019s still being architected from all different walks and types of cultural differences.\u201d<\/p>\n

    This means that it\u2019s important to Nyanin to have each executive bring their own unique experience. Through these different experiences and backgrounds the culture develops. This will bring challenges and added work, as you have forces leaders out of their comfort zones. It also means that you have to be willing to think differently.<\/p>\n

    \u201cIt\u2019s like explaining basketball to children, who all ask \u2018why?\u2019 People from different backgrounds are going to ask why do we need to execute things this way, and will ask good questions, and bring contributions beyond asking \u2018why?\u2019\u201d<\/p>\n

    In return, Nyanin believes that the athlete will benefit, especially the female athlete who comes with different complexities. \u201cIf your own staff can challenge you and ask you why before the athlete does, then you\u2019re giving the athlete a space for them to feel safe to be elite at their sport.\u201d<\/p>\n

    Athlete care is paramount<\/strong><\/p>\n

    What about their appeal to female players? Bay spoke with the potential recruits about player-centricity of club and how they were going to elevate player care. From starting from a blank slate, they were able to accelerate mechanisms that can help with impacting the salary cap through player housing for example. The club emphasised treating them like the athlete they are in comparison to some of their poor experiences in other environments.<\/p>\n

    In Rushton\u2019s experience, the priorities are very different to male athletes, where pay often dictates the direction of negotiations. With females, it\u2019s about living standards and how the organisation will elongate their career. It\u2019s important to give them confidence in the staff who would give them the best care, medical treatment, and infrastructure. Rushton is proud that, as far as she knows, the players have no complaints about the level of care and how the organisation treats them as female athletes.<\/p>\n

    On a day to day basis it boils down to two things in her mind. Firstly, helping them be in the best position they can be for the longest time possible and, secondly, to help them live a nice lifestyle outside of football.<\/p>\n

    This focus on player care resonated with Nyanin, who was pleasantly surprised at the rapid expansion of the NWSL given her own experience of the WNBA. Bringing it back to athlete experience is hugely important because, in WNBA, athlete experience tends to focus on \u2018how you do get elite talent to come through?\u2019 Nyanin explained that longevity in the sport is different, although is it changing, because the majority of the athletes play six months in the WNBA and then go and play overseas where the conditions are often worse, but they\u2019re getting paid more money. \u201cUnderstanding the motivations of the athlete prior to them coming to your organisation and engaging in your space is important,\u201d she said.<\/p>\n

    Attracting elite practitioners from male sport<\/strong><\/p>\n

    How might top level practitioners be attracted from historically better-funded male sports? Both Nyanin and Rushton believe that efforts must be based on the vision, culture and concepts the organisations trying to build.<\/p>\n

    For the Valkyries, as Nyanin explained, the vision is to \u201cbuild the best, to be the most elite, to build a space where people feel they\u2019re being heard and their ideas being executed in a way that results in excellence. Why wouldn\u2019t you want to come? How can I create an environment for you to thrive, and how can we do that together?\u201d<\/p>\n

    Rushton agreed. She said: \u201cit shouldn\u2019t be about the gender. It does matter though \u2013 many wouldn\u2019t be right for women\u2019s sport. I want to make you the best practitioner in what you do, and give you the platform to excel in your specialisation.\u201d<\/p>\n

    New franchises means recruiting for those who are willing to challenge themselves and go outside the box with their thinking. It becomes about finding the people who are comfortable with the associated risk in order to better themselves. Rushton believes they have to \u201cbelieve that they can go there and make a difference.\u201d Rushton also observed that, \u201ca lot of males would find it refreshing to come to a female athlete team because it\u2019s a totally different environment, with totally different feeling and vibe.\u201d<\/p>\n

    For Rushton herself, when she moved from men\u2019s to women\u2019s football there were two main factors that drew her in:<\/p>\n

      \n
    1. Knowing what the owner was striving for, and it being incredibly ambitious, and the level of care and his values as a person. She said it\u2019s rare to find someone that ambitious but be about the process and the care that is shown in achieving it.<\/li>\n
    2. Giving back to the game and being a role model. When Rushton was younger the women\u2019s game didn\u2019t have the opportunities; and for many years she was the sole women working in the footballing environments that she was in. Now she can show there\u2019s a pathway to make it a profession and a career. All the staff are in positions where they can help the youth see bigger prospects for the future within sports and the women\u2019s game.<\/li>\n<\/ol>\n

      How fans contribute to a team culture<\/strong><\/p>\n

      There remains another crucial component of a team culture: the fans.<\/p>\n

      The final moments of the session were used to discuss how both Nyanin and Rushton, and their organisations, are forging connections with their fans. As Nyanin said, fans expect communications, but there are times when you can\u2019t share with them. This is a dilemma considering that the fans are also investing in the franchise and so they deserve communication. It becomes about finding the balance around what to do when things aren\u2019t going well. Working on being honest in their communications so that the fans understand that the leaders and everybody involved is working to solve any issues.<\/p>\n

      Similarly, Rushton and Bay have been deliberate in how they present the organisation to the fans. The Business Operations team at Bay go to the fans and ask them to bring the energy and passion; to be part of their story. They seek to empower the fans and have them be part of the journey. Bay have gone out to the community, had fans come and watch training, and prioritised outward action in the build-up to launch. People now want to be a part of their journey.<\/p>\n

      Rushton spoke of how Bay deliberately tell the stories of their players. This means that people become invested in the emotional side of who the player is, so if the team lose a game, the fans are more invested in the person than the result. The outcome is one of which she is proud and the Valkyries hope to emulate. \u201cThe fans have fallen in love with the team, despite the record.\u201d<\/p>\n

      Results will surely follow but, here and now, both women are intent on proving that new women’s sports teams are not only viable but can thrive.<\/p>\n<\/p>\n <\/div>\n \n \n \n <\/div>\n

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