What it's like to be a female leader and a new mum in endurance sport
By Allie Bradford, Supertri VP of Marketing
The endurance sports industry has long been fuelled by passion, perseverance, and an unrelenting drive for excellence - qualities that resonate deeply with me as a female leader in this space. Having navigated leadership roles at both Spartan and now Supertri, I’ve seen firsthand the evolution of endurance sports marketing and the growing recognition of the powerful role women play in shaping the industry’s future.
Navigating leadership in a competitive industry
Endurance sports - whether triathlon, obstacle course racing, or marathon running - have historically been male-dominated, not just in participation but in leadership too. Stepping into leadership roles in sports marketing has meant more than just crafting compelling campaigns - it has required breaking through longstanding norms. Early in my career, I found myself in leadership meetings where few, if any, women were at the table and I would present to a group of men.
Spartan’s leadership was always incredibly supportive, and when I first joined, I had the opportunity to work under an inspiring female CMO, Carola Jain. Watching her confidently command a room gave me a newfound sense of confidence as I began engaging more with leadership. Over time, I came to realize that my perspective added a valuable and often underrepresented dimension to business strategy, athlete engagement, and brand storytelling.
In this industry, success isn’t just about having the best product or event - it’s about creating an experience that resonates with a passionate audience. That requires diverse viewpoints, innovative thinking, and a willingness to challenge the status quo. My experiences have reinforced that leadership isn’t about fitting into a mold but about shaping new opportunities that drive both business growth and community engagement.
Championing inclusion through strategic marketing
The best marketing doesn’t just sell a product - it fosters a movement. At Supertri, we’re building a global community that showcases the pinnacle of triathlon, and with that comes the responsibility to champion inclusivity. Whether through content strategies that elevate female athletes, brand partnerships that align with progressive values, or event experiences designed for a more diverse audience, every decision we make has the power to drive change.
The business case for gender equity in sports marketing
Gender equity isn’t just about business benefits—it’s about doing what’s right. Women deserve equal representation, opportunities, and recognition in endurance sports, just as they do in every aspect of life. Women control a significant portion of consumer spending, and their influence in the endurance sports market is undeniable. From apparel and gear to race registrations and media consumption, female athletes and fans represent an audience that brands cannot afford to overlook. Authentic representation in marketing isn’t just about visibility; it’s about engagement, loyalty, and long-term brand affinity. As a brand, we have the power to change how we approach equality in triathlon - it’s time to break down the barriers.
It’s critical that we have a female in a position of leadership to help put in place and change important policies such as maternity leave. Having spent part of this year on maternity leave I know how important it is that we have people in leadership roles who can champion for new moms in the workplace.
Advice for the next generation of female leaders
For women aspiring to become a leader in endurance sports marketing, my advice is simple: embrace your unique perspective, advocate for inclusive storytelling, and never underestimate the power of your voice. This industry is evolving, and the more representation we have in leadership, the stronger and more dynamic it will become.
Own your perspective: The best strategies come from a diversity of thought. Never be afraid to challenge the norm.
Build strong alliances: Success in marketing and leadership is never achieved alone. Surround yourself with mentors, partners, and advocates who believe in your vision.
Stay adaptable: The endurance sports industry is fast-paced, and marketing strategies must evolve just as quickly. Innovation and agility are key to staying relevant.
As we celebrated International Women’s Day last weekend, I’m proud to stand among the many women pushing the boundaries of what’s possible in endurance sports. Together, we’re not just racing - we’re shaping a future where every female athlete, fan, brand and little girl, just like my daughter, sees themselves reflected in the stories we tell.
