A digital media company that decided women's sports deserved their own front page - and built it. News, athlete-hosted podcasts, video, a newsletter and merch, all in one place.
The JWS mark, small and square, the way it sits on a phone screen - the surface where most of these fans actually find the game.
In 2017, a soccer player named Haley Rosen retired from the pro game because of injuries, moved back to the Bay Area, took a job in tech, and then tried to do something that should have been simple: look up the score of a women's game. She couldn't easily find it. Not the score, not the schedule, not much of anything.
This is the kind of small, specific annoyance that most people accept and move past. Rosen did not. She had noticed the same thing everyone in women's sports had noticed - that women's sports receive roughly 4% of all sports media coverage - but she framed it in a way that turned out to matter. The 4% number, she reasoned, was not a measure of how many people wanted to watch. It was a measure of how little was being shown to them. That is a supply problem, not a demand problem, and supply problems are the kind you can fix by building something.
So in January 2020 she started Just Women's Sports. The pitch met the reception you'd expect. As she has recounted, people told her, more or less, "Why don't you make it a charity? This isn't a real business." It is a revealing objection, because it assumes the conclusion: women's sports can't be a business, therefore covering them can't be either.
Rosen had data suggesting otherwise, and a useful stubbornness. The first check - $400,000 from Ovo Fund's Eric Chen - arrived that same month. What followed was less a media outlet than a fan utility: a website and newsletter to answer the "what happened" question, then podcasts, video highlights, YouTube programming, live events and merchandise stacked on top.
The through-line is that Just Women's Sports is not trying to convert skeptics with a manifesto. It is trying to make the daily experience of being a women's sports fan easy and fun - the newsletter you open, the highlight you share, the podcast you queue on the walk. Media businesses are won on habits, and habits are built by showing up every day with the thing people actually wanted.
The results have been loud enough to answer the "real business" question on their own terms. During the 2023 FIFA Women's World Cup the company reached more than 75 million users and generated 250 million-plus social impressions. During March Madness in 2024 it drove 185 million cross-platform impressions. Those are not charity numbers.
"People told her, 'Why don't you make it a charity? This isn't a real business.'"
Just Women's Sports is built so a fan can arrive however they like - by inbox, by feed, by earbuds - and land in the same place. Here's what's on offer.
Original articles, previews, athlete profiles, live scores and schedules across the WNBA, NWSL, NCAA, LPGA and WTA.
Athlete-hosted shows: The Players' Pod with Kelley O'Hara, Tea with A & Phee, Snacks, and NetLife with Dawn Staley.
A regular digest that keeps fans current on scores, stories and the events worth watching this week.
Social-first highlights, YouTube programming and premium video built for the feed and the moment.
Direct-to-consumer apparel including JWS Essentials and the Legends Collection - fandom you can wear.
Fan gatherings and activations that turn the biggest women's sporting moments into shared ones.
A notable feature of the JWS cap table: a lot of the money comes from athletes putting their own capital behind coverage of their own sports. When the players invest, it tells you where they think the game is going.
See the platform in motion - the YouTube channel, the podcast feed, and the founder talking through the mission.