Case study 01 · Founder & Editor-in-Chief
WAGS Redefined
I identified a gap in the market and created a solution to the problem: a platform and community for the wives and girlfriends of professional athletes and coaches — through media and live events. Five channels, one community.
01
Social
20K organic followers — zero paid
02
Website
200+ blogs, 30 contributors, 20K monthly views
03
Magazine
First digital + print magazine for WAGS · 3 issues
04
Newsletter
1,000 owned subscribers
05
Live events
WAGcademy, Super Bowl pop-ups, private brand events
The opportunity
Women connected to professional sports were written about, rarely written for. So I built a destination where they could use their own voices — regardless of team, league or location.
“I learned how to build content with a community rather than simply create content for an audience — identifying stories, elevating member voices, and creating a platform where people could see their experiences reflected.”
Pillar 02 · Website
wagsredefined.com — the newsroom behind the community
What it was
The owned home of the brand — a real editorial operation, not a blog afterthought.
- 200+ blogs from 30 contributors and 2 embedded correspondents
- ~20,000 unique page views a month
- My role: commissioning, editing every post, setting pillars and cadence, keeping voice consistent
Why it matters
- Contributors were community members — writing turned readers into makers
- Content scaled without me writing it all; each contributor brought their own audience
- The site fed social, the magazine and the newsletter
Pillar 03 · Magazine
WAGS Redefined — The Magazine
The first digital and print magazine for WAGS — built from the community it covered.
What the work included
- Editorial strategy — pillars, formats, publishing rhythm
- Interviews, member profiles and cover features
- Photo direction and production for each issue
- Print and digital editions of three issues
Pillar 04 · Newsletter
Owned email — 1,000 subscribers
Why email
The one channel that didn't depend on an algorithm — email made the audience ours.
- Style Roster: a partner launch written as editorial, not an ad
- A female-founded sports-fashion platform introduced in the magazine's own voice
- A subscriber who loved the newsletter became a collaborator in it
Pillar 05 · Live events
The community, in a room
Not one annual event — a run of private and mid-sized activations: Super Bowl pop-ups, intimate dinners and brand events with names like Louis Vuitton, and the flagship WAGcademy conference in Los Angeles.
- Super Bowl
- Pop-up activations built around the league's biggest week
- Louis Vuitton
- Private brand events hosted for members, invite-only
- Mid-sized
- Recurring 30–100 guest formats: dinners, styling suites, panels
- WAGcademy
- The flagship conference — 100 attendees, 5 leagues
What it was
The platform's live expression — from small private rooms to a conference-festival hybrid — mentoring women through business, finances and hardship.
The line-up
- Sarah Centrella — best-selling author of the #1 self-help book Hustle, Believe, Receive
- CleRenda McGrady — best-selling author of Push Thru! Redefine and Create Your Own Success Story; wife to NBA Hall of Famer Tracy McGrady and mother of five
- Diann Valentin — Bravo TV host, To Rome for Love; love and relationship expert
- Raven Thomas — ABC Shark Tank winner, million-dollar deal with Mark Cuban
What I ran
- Concept, positioning and a year-long build with the WAGS Redefined team
- Speaker curation across and beyond the WAG community
- Corporate partnership — a full sponsor roster led by presenting sponsor Bank of America, with category partners including Pro Athlete Travel
- Brand environment, styling activations and on-site experience
- Press strategy and media relations, with an agency-issued national release
- Cross-league recruitment: NFL, NBA, MLB, NHL, MLS
Sponsors & vendors
Bank of America presented; a wider roster (Pro Athlete Travel plus styling, beauty, hospitality, print and production vendors) was integrated into the experience, not bolted on as signage.
Culture in the room
- Women from five leagues, mentored, photographed, styled and taken seriously
- Hosted conversation over lecture; partner activations that gave rather than sold
- Speakers' books sent home with attendees
Service day — Dream Center × LA Dodgers
The conference opened with service, not a stage.
- Day before WAGcademy: a back-to-school drive with the Dream Center and LA Dodgers
- Members packed and handed out hundreds of backpacks of school supplies
- Set the tone: by the next day, the room felt like a community, not a guest list
Fans → ambassadors → advocates
- Social found people; the website made them protagonists in 200+ stories
- The magazine put them in print; the newsletter gave a direct line and partnership surface
- Live events — pop-ups, private brand rooms, WAGcademy — put it all in a room and turned attendance into identity
The mechanic: feature people as protagonists, give them something to be proud of, make it easy to pass along.
Next case study
The Sport Sorority — content + community for women in sports
Pillar 01 · Social
20,000 followers, grown organically
What it did
20K organic followers — zero paid acquisition — built by posting the community back to itself.
Why it matters
Organic scale signals message-market fit — and seeded the magazine, the list and the conference.