MICHELLE GOODE JOINS WSA ADVISORY BOARD TO CHAMPION THE FUTURE OF FEMALE ATHLETES

The Women’s Sports Alliance (WSA) is delighted to welcome Michelle Goode as the newest member of our Advisory Board. A highly respected leader with an impressive track record in global sport business, Michelle brings a wealth of expertise in strategy, finance, operations and governance to our mission of empowering female athletes worldwide.

Currently serving as Senior Director of Strategy, Finance and Operations - Europe at Callaway Golf, Michelle has held senior roles across the sport and entertainment industries, including Finance Director of Toptracer (Global) and Topgolf International Franchise venues, Director at Northamptonshire County Cricket Club, and Senior Finance roles at the Football Association. Her experience spans football, golf, cricket and tech-enabled sport, and her insight into the commercial engine room of global sport will be a valuable asset to the WSA community.

As a member of the WSA Advisory Board, Michelle joins a team of industry experts who support and shape the WSA’s strategic direction, ensuring that everything we do, from research and partnerships to platform innovation and athlete advocacy, is grounded in impact and informed by experience. The Advisory Board plays a vital role in helping us scale our work, grow our influence, and most importantly, provide greater opportunities for female athletes.

For Michelle, joining the WSA’s Advisory Board is both a personal and professional decision driven by passion, purpose and belief in the power of community.

“I’ve spent my career working across many facets of the sports industry, from club level to international brands,” says Michelle.

“What’s always driven me is the idea of building things that matter, whether that’s helping an organisation grow sustainably or making sure its culture is inclusive and forward-thinking. I’m passionate about sport’s ability to positively impact social mobility and to bring people together and open doors that might otherwise stay closed. And I’m especially driven by the need to ensure women and girls have the same access to opportunities and platforms in sport that men do.”

A TRACK RECORD OF STRATEGIC LEADERSHIP

Michelle’s professional background gives her a unique lens into the operations that underpin success in sport. At Callaway Golf, she is responsible for leading pan-European strategy and operations across multiple premium sports brands, ensuring commercial growth is matched by operational excellence. Prior to that, she played a key role in Topgolf’s expansion across the UK and Europe, leading on everything from site openings and financial planning to cross-functional leadership.

Her journey began in football, one of the UK's most traditional male-dominated sporting landscapes where she worked across all aspects of the game from grassroots to professional. She was involved in progressing the women’s game across grassroots as well as the Women’s Super League (WSL) and Women’s Championship (WC) including financial modelling for the independence of the WSL and WC.

“I’ve seen first-hand how sport is evolving, and how important it is for organisations to have people at the table who genuinely believe in creating long-term, inclusive change,” Michelle explains. “The WSA stands out because it’s not just talking about equity in sport – it’s doing the work. And doing it well.”

DRAWN TO THE WSA’S MISSION

Michelle first discovered the WSA through her own industry network and quickly recognised a shared ambition.

“What really drew me to the WSA was the clarity of its mission. It’s unapologetic in its belief that female athletes deserve more; more opportunity, more support, more investment,” she says.

“And beyond that, it’s doing something practical about it. The WSA isn’t just focused on elite athletes at the top of their game, it’s helping to build sustainable careers, commercial pathways, and personal brands for athletes across all sports and stages.”

With the WSA now supporting thousands of athletes worldwide and working in partnership with leading brands, teams and rights-holders, the organisation is at a critical point of growth. As part of the Advisory Board, Michelle will play a key role in steering that growth responsibly with athletes always at the centre.

A VISION FOR THE FUTURE

Michelle’s goals as an Advisory Board member are aligned with WSA’s core values: empowerment, action, and impact.

“My aim is to bring a strategic lens to the next phase of WSA’s growth, helping the team think bigger, work smarter and stay connected to the needs of athletes,” she says.

“I’m excited to lend my commercial and operational experience to help unlock new opportunities, whether that’s through cross-sector partnerships, data-led innovation, or simply making sure WSA has the infrastructure it needs to thrive. Most of all, I want to be part of a movement that makes real change for real people.”

“Athletes are under more pressure than ever to perform, to build a brand, to represent something bigger. The WSA is creating the support systems needed to make that sustainable, and I’m honoured to play a part in shaping that journey.”

WSA FOUNDER JORDAN GUARD ON MICHELLE’S APPOINTMENT

WSA Founder and Managing Director, Jordan Guard welcomed Michelle’s appointment as a powerful addition to the organisation’s leadership ecosystem:

“Michelle is a phenomenal addition to the WSA Advisory Board. She brings not only deep commercial expertise and operational leadership, but also a genuine passion for making sport more inclusive and sustainable for women. Her track record speaks for itself, but it’s her energy, values and vision that truly set her apart. We’re thrilled to have her on board.”

MOVING FORWARD, TOGETHER

The WSA’s Advisory Board is designed to bring together experienced professionals from across sport, media, business and culture who believe in the power of collective action. Together, they help shape the WSA’s strategic priorities, open doors to new opportunities, and keep the organisation accountable to the athletes it serves.

With Michelle now part of that journey, WSA is more equipped than ever to scale its impact, from building athlete-led content platforms and publishing data-driven insights, to securing game-changing brand partnerships that benefit women across every sporting arena.

We’re proud to welcome Michelle Goode to the WSA Advisory Board and we’re excited to see what we’ll achieve together.