Why Women’s Sports (and Your Business) Thrive on Community
A fun fact about my family: we’ve flown across the country and even taken a 10-hour round-trip road trip just to watch our beloved San Diego Wave, the women’s soccer team. We regularly tune into the NWSL, and we’re already on the waitlist for tickets to the Boston women’s soccer team when they launch in 2026. My son wants a Caitlin Clark jersey and loves her on-court attitude, and we cheered for Ilona Maher’s success on Dancing with the Stars. In short, we are true sports fans—and we love that we get to cheer for as many women as we do men.
What the Explosive Growth of Women’s Sports Can Teach Us About Building a Thriving Business
Picture this: It’s 2012, and people still argue that “no one watches women’s sports.” Fast forward to today—stadiums are packed, viewership is shattering records, and corporate sponsors (hey L’Oreal!) are finally waking up. But here’s the kicker: this isn’t just about sports. It’s about what happens when a passionate, engaged community rallies around something they believe in. It’s the same energy that fuels the best businesses, from coworking spaces in NH to global franchise opportunities.
If you’re building a business—whether it’s a coworking space, a service-based company, or a franchise—you need more than a good product. You need a movement. You need a community that doesn’t just buy from you, but believes in what you’re building.
The Secret Sauce? Community.
Women’s sports leagues weren’t handed success on a silver platter—they earned it by creating die-hard fans who showed up, advocated, and made it impossible to be ignored. The same rules apply to business. Are you just selling something, or are you giving people something to be part of?
Take coworking, for example. The reason people flock to spaces like CoHo isn’t just the fast Wi-Fi or free coffee (although, let’s be real, those help). It’s the connections. The sense of belonging. The shared momentum that turns “I work alone” into “I’m part of something bigger.”
How to Build a Business People Rally Behind
Make It More Than a Transaction – Nobody becomes a lifelong fan of something they have no emotional connection to. Women’s sports thrive because fans feel invested in the players, the teams, and the storylines. Your business needs that same buy-in. Why should people care? What mission are they aligning with when they choose you?
Show Up Consistently – Women’s sports didn’t go viral overnight—it took years of players, journalists, and fans relentlessly showing up. If you’re franchising a coworking space or growing a brand, don’t expect instant results. Keep telling your story. Keep showing why you matter. Keep showing up.
Celebrate Your People – One of the biggest drivers of women’s sports? Fans lifting each other up. They celebrate player milestones, hype up record-breaking moments, and share wins loudly. In your business, amplify the people who make your brand what it is—your members, your customers, your community. When people feel valued, they stick around.
Create a Movement, Not Just a Business – Women’s sports aren’t just about watching a game; they’re about pushing for change, breaking barriers, and creating opportunities. The strongest brands tap into something bigger. If you’re offering coworking in NH, don’t just sell desk space—sell the dream of working better, together. If you’re exploring a franchise opportunity, don’t just talk numbers—talk impact.
Coworkers Jocelyn and Dena laughing while working at The Coworking House, Milford NH.
Why This Matters for Franchising (and You)
At CoHo, we’re not just another coworking space. We’re building a network of community-driven workspaces where people actually want to be. That’s why we’re growing through franchising—not to expand a brand, but to spread a movement. A movement that’s about connection, collaboration, and proving that work doesn’t have to be lonely.
If you’ve ever thought about launching a coworking space, or you’re looking for a franchise opportunity with real heart, now’s the time. Just like women’s sports, the momentum is here—you just have to jump in.
Want to be part of this? Learn more about bringing a CoHo location to your city. Because the best businesses aren’t just built—they’re believed in. Let’s build something bigger, together.