You Run Like A Girl - Edition 8

Ellie Simmonds on Japan's accessibility, a pro women's soccer league in Canada, and why this private equity firm is betting on women's sports

Author

Amita Parikh
February 23, 2025

Hello and welcome to You Run Like A Girl. Each week, I curate and send you the most interesting stories I’ve read, watched or listened to about women’s sports.

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Good evening,

If you’re new here, hello and welcome. I’m Amita and I’m the creator of You Run Like A Girl, a media and lifestyle brand that gives a voice to women in sport.

Heads up - I’m rethinking how I run this newsletter and may be doing biweekly instead of weekly sends moving forward as I plan more things out. Stay tuned!

In this edition:

To kick things off, I’m sharing an interview with British Paralympian, Ellie Simmonds. It was written by Alyson Rudd for The Times of London.

When Ellie Simmonds visited Japan for her 30th birthday, she was amazed by how accessible it was. The retired Paralympic swimmer, who has dwarfism, found road crossings, elevators, and public spaces designed for all, with buttons at various heights, widespread braille, and tactile paving.

Simmonds, who rose to fame at 13 when she won 2 gold medals at the 2008 Paralympic Games, was shocked. She shared that in Britain, she can’t even visit the local supermarket without having to wait for somebody to help her leave the parking lot.

Since retiring from swimming 3 years ago, Simmonds has been a staunch advocate for everything from accessibility for those with disabilities, better funding for sport, and the importance of physical activity for children.

A documentary about her Simmonds won a BAFTA in January, is currently working on a new documentary and would love to spend the next few decades working in television, acting as a disabled role model. “That would be my dream,” she said.

“If you do exercise, you feel good about yourself. It’s about physical and mental health but also the friendship and the social side, and making sure everyone gets the opportunity to have that.”

Ellie Simmonds, Paralympic champion, swimming

Read the full article here. If that doesn’t work, try this.

Diana Matheson’s 18-year career as a soccer player for Canada’s national team was filled with milestones—206 caps, six major tournaments, and a historic Olympic bronze-winning goal in 2012. That last-minute strike was a turning point for women’s soccer in Canada, inspiring a new generation of players. Yet, despite the national team’s success, including winning Olympic gold in Tokyo, Canada lacked a pro women’s domestic league.

Until now.

Since retiring, Matheson has worked tirelessly to change that. In April, her vision will become reality with the launch of the Northern Super League (NSL).

The first ball hasn’t even been kicked yet and the NSL is making waves both at home and abroad. Players will take home a $50,000 (CAD) minimum salary. Christine Sinclair is involved in club ownership, and there’s been strong fan interest.

The launch will be a welcome change for players. For years, top Canadian athletes had no choice but to move abroad to pursue their careers. But now, they won’t have to.

“As Olympians and athletes, there’s a strong foundation to create brand equity and a life here, but we never got that chance while competing,” Matheson shared. “That’s what we want to change.”

The league will kick off on April 16th and currently has six teams:

  • AFC Toronto

  • Calgary Wild FC

  • Halifax Tides FC

  • Montreal Roses FC

  • Ottawa Rapid FC

  • Vancouver Rise FC

“We've got this generation that have been watching women's football for over a decade. They're kids that have grown up, or they're adults that have kids and have put their kids in soccer. We’ve already got a generation of fans here, versus having to try and start the entire fanbase from scratch. I think that's a huge strength for us.”

Diana Matheson, co-founder and Chief Growth Officer, NSL

Read the full article here. (Credit: Written by Ameé Ruszkai for Goal.com).

Atwater Capital believes women’s sports are vastly undervalued.

The Los Angeles-based private equity firm made its first sports investment last year, contributing to a $100 million funding round for League One Volleyball (LOVB). The professional women’s league debuted in January, aligning with Atwater’s focus on media and entertainment ventures.

Founder Vania Schlogel sees a growing demand for women’s sports that media rights have yet to reflect. She points to record-breaking attendance figures, like a 2023 college volleyball game drawing over 90,000 fans and the NWSL’s Angel City averaging over 19,000 attendees in 2024—comparable to top NBA teams. With women’s leagues emerging in sports like lacrosse and softball, Atwater sees LOVB as a prime investment.

What sets LOVB apart, according to Atwater, is its community-driven model. By fostering a network of junior clubs, the league encourages young athletes to stay in the sport, strengthening its long-term ecosystem.

“That’s really good for the longevity of the entire ecosystem,” says LOVB cofounder and CEO Katlyn Gao.

Given volleyball’s popularity—ranking just behind track and field in girls' high school participation—LOVB is well-positioned to build a lasting fanbase.

“One good [thing] that private equity can do is to bring replicable business processes and learnings from past investments to current investments.”

Vania Schlogele, Founder, Atwater Capital

Read the full article here. (Credit: Written by Mackenzie Meaney for Business Insider).

Till Next Time

That’s it for this edition. As this is still a new publication, I’m actively seeking feedback - so please hit ‘reply’ and let me know your thoughts!

Cheers,

Amita