Women in Sport Tech
Lessons from sport on unlocking talent and driving innovation
Lessons from Sport on Unlocking Talent and Driving Innovation. Insights from Women in Sport Technology on Breaking Barriers, Leading Change, and Redefining Workplace Culture
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Women are underrepresented in sports technology, and TeamViewer is working to change that. In partnership with Loughborough University, we conducted an in-depth study to better understand the experiences of women in the industry.
Through this research, we aim to:
Inspire more women to pursue careers in tech-based roles
Provide actionable insights to create more inclusive work environments
Drive cross-industry innovation through increased diversity
"It means a lot to be part of a company that doesn’t just talk about inclusion, but makes it part of how we work every day.
And at TeamViewer, we’re creating technology that gives women the freedom to grow their careers without having to choose between work and life. That’s something I’m truly proud of."
Mei DentChief Product and Technology OfficerTeamViewer
Women often adopt “masculine” behaviours and personas to navigate male-dominated spaces where their voices are frequently overlooked or excluded.
The pressure women feel to behave differently highlights a contradiction between the ideal of gender inclusivity and the reality that they can't express their authentic selves.
“It’s really basic things like making sure if you’re in a big meeting that the women are being heard, it’s just a fact of life. I’m pretty senior now and there’s still moments that I'm like guys, are you ever going to get let me get a word in”
Suggested actions
Educate male staff on the importance and value of allyship
Reflect on the inclusivity of your behaviors and language
Implement practices that encourage everyone to share views before meetings
Undertake equality impact assessments to acknowledge and systematically examine organisational biases
Seeing women in senior roles inspires junior and mid-level colleagues by showing them that career advancement is possible.
Supportive role models during childhood, like family, friends, and teachers, are also important. They help girls follow their passions, regardless of societal expectations.
86% of women believed that visibility of women in senior roles was one of the three most important considerations for gender inclusivity within an organisation
“I think women are discouraged early on because they don’t see role models. No one really believes in them. They don’t get that teacher or that coach who supports them. It can just take one person to change your opinion of yourself and your goals”
Choose the three most important structures and processes that support gender inclusivity
Showcase women to ensure visibility, both internally (e.g., staff newsletter, employee events) and externally (e.g., social media, website)
Use internships to increase exposure and access for women
Demonstrate commitment through initiatives like internal role model programs, as well as gender-inclusive policies
Collaborate with schools and universities to deliver talks and offer site visits
Raise awareness and challenge gender stereotypes in various industries
Being part of formal or informal communities helps women get into and advance in sports tech roles. Communities offer knowledge sharing, job opportunities, networking with peers, and open discussions on topics like pay, mentorship, and finding inspiration.
55% of women said they were part of a network for women working in the industry
“I'm lucky enough I earn good money, which I only managed to do through this women's network because we all used to talk about our salaries. And when I first joined the group, I was on 50% less than the other women in the group”
Offer networking skill sessions
Evaluate the inclusivity of social events and workspaces
Create social events and opportunities for women working in different teams to connect
Enable employee resource groups and provide appropriate resources
It's important that recruitment strategies reflect the different priorities of women at various seniority levels in sports tech roles.
Using inclusive job adverts that encourage applications, hiring for skills rather than just ticking boxes, and valuing diverse expertise can further enhance recruitment efforts.
Create inclusive job advertisements featuring organisational charts that show women in senior roles
Advertise jobs publicly and transparently
Involve women and underrepresented groups in recruitment processes, including shortlisting and interview panels
Frame roles, responsibilities, and organisational characteristics appropriate to the level of seniority
What organisational characteristics encouraged you to apply for your current role?
For women in sports technology roles, staying with an employer often depends on key organisational factors. These include opportunities for development and growth and an inclusive culture.
Leaders who visibly commit to these priorities can help retain women long term.
“I had a really good female mentor there who was my line manager at the time, and we were going through a redundancy and a restructure. And at that point, she put me forward to work towards project management certification and I attribute a lot of my career to her”
Ensure clear and transparent promotion criteria and strategic line manager allocation
Support staff with career planning
Provide opportunities to gain experience in more senior roles
Create a formalised sponsorship program for junior and mid-level employees
Show sustained and consistent commitment to inclusivity initiatives
What organisational characteristics encourage you to stay in your current role?
Women typically take on the bulk of caring responsibilities, whether it's children or looking after an adult family member. This, combined with the unique demands of working in sports tech—attending events, working unsocial hours, and poor organisational support—leads to a significant loss of talent in the industry.
76% of women carers said flexible work practices are important to gender inclusivity
“A lot of people really struggle with that [childcare] and we also find females will leave first over males and they're usually looking for more stability compared to males”.
Introduce work models that don't exclude female talent. For example, remote work or job share.
Publish clear and visible family leave policies
Develop specific training for line managers to support those with caring responsibilities
Enact an organisational code of conduct focusing on the notion of care
Demonstrate a caring culture by embodying and showing empathetic leadership
Working in sports tech can often mean moving to different locations for events. Remote technology can help retain women by allowing them to work from anywhere and offering flexible hours. However, clear policies are needed to maintain work-life balance.
9 out of 10 of women believed workplace technology contributes to innovation
“Workplace technology has enabled the ability to be more flexible in terms of where and how we collaborate across the team. From a working mother perspective, this has allowed additional flexibility to work from home to accommodate parents' evenings or school commitments without having to take a full day annual leave. This increases loyalty towards the organisation in response to supporting commitments outside work.”
Be open to hiring remotely to secure the best talent
Ensure organisational infrastructure is in place and all staff have access to workplace software and hardware
Implement flexible working practices, alongside clear boundaries and policies for work-life balance (e.g., acceptable email times, providing work phones)
Increasing gender inclusivity in sports technology brings a wider range of perspectives and experiences. This fuels innovation by encouraging different ways of working, fresh ideas, creative problem-solving, and the development of unique products.
9 out of 10 of women believed that gender inclusivity contributes to innovation
“To me, it's obvious that if you have everyone from the same background, you're always going to get very similar approaches… the more variety you have, the more different ways of thinking… and different ideas… makes innovation”
Embed inclusive practices and celebrate different perspectives and viewpoints
Support unconscious bias training for all staff
Fund scholarships for prospective talent from underrepresented groups
Make DEI a collective effort
This research identifies the barriers women face in sports technology and offers strategies for businesses to overcome them. It shows that inclusive practices are not only the right choice but also important for driving business success.
Leaders must create cultures that challenge stereotypes and allow women to thrive as their authentic selves. To retain female talent, organisations should provide support, mentorship, clear career development pathways, and inclusive leadership. By prioritising diversity and inclusion, companies can build a stronger, more successful future.
