Reimagining Women’s Wellness in Sports Tourism
By Stevi Gable Carr
Founder and CEO
WISe Wellness Guild
Addressing Inclusivity and Prioritizing Women’s Health in Sports Tourism Strategies
Sports tourism is evolving, with women-focused events gaining momentum and helping reshape the tourism segment. As women increasingly participate in athletic and wellness activities, the need for inclusive, health-conscious strategies becomes paramount. By addressing the unique needs of women and fostering environments where they feel more empowered, sports tourism activities can inspire meaningful connections, drive economic growth, and champion gender equity.
Here’s how women’s wellness is helping to transform sports tourism, with insights from impactful initiatives and partnerships.
1. Women-Focused Sports Events Driving Economic Growth
The economic and wellness contributions of women-focused sports events are undeniable. The Women’s World Cup 2023 shattered expectations, drawing nearly two million attendees and generating over $800 million in revenue, while also highlighting the growing global interest in women's athletics. Events like these emphasize the immense value of investing in women's sports and creating environments that not only celebrate their talents but also prioritize their well-being.
Looking ahead to 2027, Columbus, Ohio, is set to host the NCAA Women’s Final Four and the NCAA Volleyball Championship, further establishing the city as a hub for women’s sports. These events are projected to attract thousands of fans, significantly boosting local tourism, hospitality, and retail sectors. More importantly, they present an opportunity to integrate wellness-focused experiences tailored for female participants and spectators. By collaborating with organizations and local wellness brands, Columbus can introduce initiatives such as:
Partnering with WISE to launch a chapter in Columbus, supporting the recruitment and advancement of women in the business of sports.
Athlete Recovery Zones, featuring guided stretching and recovery sessions powered by StretchLab, offering on-site services like assisted stretching and mobility coaching.
Fueling Stations, sponsored by Kroger Health, providing nutrient-dense snacks and hydration options curated for optimal energy and recovery.
Mindfulness & Mental Health Lounges, supported by experts from The Ohio State University Wexner Medical Center, offering mindfulness workshops and stress management techniques.
Community Wellness Walks, led by notable female athletes and influencers, fostering connection and encouraging physical activity for fans of all ages.
Beyond economic impact, these events cultivate a sense of belonging, empowerment, and holistic well-being for women. They create platforms that not only celebrate athletic achievements but also prioritize physical and mental wellness, encouraging long-term lifestyle changes among participants and attendees.
2. Tailored Wellness Programs for Women’s Unique Health Needs
Wellness programs that cater to the unique health needs of women are increasingly becoming a cornerstone of sports tourism, acknowledging the specific challenges they face, such as hormonal fluctuations, injury recovery, and mental health considerations. Recognizing that a one-size-fits-all approach is ineffective, innovative initiatives are stepping in to provide personalized support and holistic care.
Kansas City’s WIN for KC (Women’s Intersport Network) is a prime example of a program dedicated to empowering women and girls through sports and wellness activities. Their flagship event, the Women’s Sports Awards Celebration, not only honors female athletes and advocates but also brings attention to critical issues such as gender equity in access to health resources and fitness opportunities. In 2025 they launched WIN Wellness, a groundbreaking initiative focused on mental health awareness, inclusive programming, and training resources—supported by partners like Garmin and Herbalife—to ensure a healthier future for women and girls in the Kansas City region.
Resorts and fitness centers hosting women-centric athletic activities are also stepping up their offerings to address these specific needs. Westin Hotels' "Wellness Escape" program, for example, tailors experiences for female athletes by providing recommended safe running routes and recovery lounges with amenities such as Normatec compression therapy, guided meditation sessions, and hormone-friendly meal plans developed by sports nutritionists.
Major sporting events are also integrating comprehensive wellness hubs, ensuring female athletes have access to key resources that address both their physical and mental well-being. CrossFit competitions have expanded their support systems by offering pre-competition mindfulness coaching, menstrual cycle tracking guidance, and individualized recovery plans.
By embedding these wellness-focused experiences into sports tourism activities, women are not only supported in achieving peak performance but also in maintaining long-term health and well-being.
3. Inclusive Infrastructure and Leadership
Creating gender-inclusive sports tourism experiences requires a commitment to thoughtful design and representation. Infrastructure improvements, such as private locker rooms, enhanced lighting for nighttime events, and designated recovery spaces, contribute to safer and more welcoming environments for women participants.
Event planning organizations have increasingly prioritized women in leadership roles, ensuring diverse perspectives in decision-making processes. In 2024, the Sport Integrity Global Alliance (SIGA) hosted the Annual SIGA Summit on Female Leadership in Sport, co-hosted by FC Porto at Estádio do Dragão. This event united leading experts and key stakeholders from around the globe, influencing the public agenda with a strong call for enhanced governance and greater gender equity in sport.
Additionally, National Girls & Women in Sports Day®, celebrated annually on February 5, serves as a reminder of the importance of inclusivity and participation for women in athletics. Events held nationwide on this day reinforce the value of diverse representation in sports tourism.
By integrating women into the planning and execution of events, sports tourism can ensure experiences that reflect their voices and priorities.
4. Spokespeople Supporting Women in Sports Tourism
Collaborations between brands and organizations are driving impactful changes. Aliyah Boston, WNBA Rookie of the Year and former University of South Carolina star, is partnering with Experience Columbia SC to promote Columbia as a premier destination. Through this collaboration, Boston will highlight her favorite spots and activities from her time at the University of South Carolina, encouraging visitors to explore the city’s rich culture and vibrant community.
Boston’s involvement includes public appearances and participation in marketing and social campaigns. Her connection to the community and her authenticity make her a perfect ambassador for Columbia’s tourism initiatives.
Additionally, Boston serves as a tourism ambassador for the U.S. Virgin Islands, where she shares the beauty of her birthplace, including St. Thomas, St. John, and St. Croix. Her collaboration with Experience Columbia SC reflects the organization’s dedication to celebrating local stories and creating impactful campaigns that inspire regional and national audiences.
5. Cultural and Community Engagement
Sports tourism provides an opportunity to connect participants and spectators with local cultures and communities, fostering meaningful interactions and shared understanding. Women’s sports events are leveraging this potential in new ways by incorporating cultural experiences into their programming, highlighting the richness of local traditions and heritage.
During the Women’s Rugby World Cup in New Zealand, organizers collaborated with indigenous Māori groups to offer cultural workshops, performances, and storytelling sessions, celebrating the vibrant Māori culture. These efforts not only created a unique and enriching experience for attendees but also promoted cultural preservation, mutual respect, and deeper connections between participants and the host community.
6. The Future of Wellness and Equity in Sports Tourism
The path forward for sports tourism lies in ensuring wellness and equity are prioritized for women. Collaboration across industries, from wellness brands to tourism boards, will be key to designing programs and events that empower women. These efforts must address accessibility, safety, and inclusivity at every level.
It is vital to remember the transformative role of Title IX in advancing equity in sports. The legacy of this legislation continues to inspire change, encouraging sports tourism leaders to prioritize gender inclusivity and create opportunities for women and girls in athletics.
WISe Wellness Guild and WellNXT are at the forefront of this transformation, connecting organizations with resources to create equitable and wellness-focused experiences for women. By fostering partnerships and advocating for thoughtful planning, WISe is shaping a future where sports tourism celebrates women’s contributions and meets their unique needs.
Conclusion
Women’s wellness is a cornerstone of the future of sports tourism. By prioritizing health, inclusivity, and meaningful engagement, leaders in this space can inspire a new era of growth and connection. Women-focused events are not just an economic opportunity—they represent a chance to create environments where women thrive, both physically and emotionally.
Together, we can build a sports tourism industry that empowers women, fosters community, and paves the way for equitable and sustainable growth.
Are you ready to lead the charge in reimagining women’s wellness in sports tourism? Partner with WISe Wellness Guild and WellNXT to create strategies that prioritize inclusivity, equity, and health in your city.
Schedule your discovery call today to explore the possibilities at http://wisewellnessguildpartners.com and stay up to date on the best in wellness with our weekly newsletter at http://wisewellnessguild.com.
Stevi Gable Carr, Founder & CEO of WISe Wellness Guild and co-founder of WellNXT, brings over 20 years of brand-building expertise from leading corporations like P&G and UC Health. Through WISe Wellness Guild, she champions whole-self wellness, connecting corporations like Kroger and P&G with a network of 21,000+ wellness consumers and over 600 women and minority-owned businesses. A passionate advocate for women in the workforce, Carr serves on various boards and has been featured in Forbes, Entrepreneur, and Fortune for her innovative contributions to wellness and community engagement.
In partnership with Sports ETA