The Female Athlete Project

What The Female Athlete Project does

The Female Athlete Project (TFAP) is an Australia-based women's sports media and commerce platform founded in 2020 by Olympic Gold Medallist Chloe Dalton and headquartered in Sydney. The company operates an integrated content, community, and merchandise business built around a 300,000+ follower audience of women's sport fans, athletes, and advocates. Core content products include three podcast series (the weekly news podcast "The Wrap," the monthly futurist podcast "The Next," and long-form "Athlete Interviews" hosted by Dalton), an editorial articles/stories vertical covering events such as the A-League and Winter Paralympics, and social content plus email newsletters distributed across Instagram, Apple Podcasts, Spotify, and YouTube.

TFAP's commercial arm is a direct-to-consumer merchandise line branded as the Women's Sports Fan Club (WSFC), sold through a Shopify storefront with on-demand manufacturing and international shipping. The product range spans tees, hoodies, crew necks, caps, and kids/toddler apparel, priced between $33 and $71 per unit. The company also runs the TFAP Summit, an annual live event for elite athletes providing off-field training (financial education, brand development, presentation skills, website creation, professional headshots). A social-impact partnership with Pushing Barriers directs $1 per merchandise sale to refugee youth sport programs in Australia.

TFAP is a privately held, founder-owned business with a 5-person team and no disclosed external funding. Revenue is generated from merchandise sales, brand partnerships (Athena Social, Ecco, and other aligned brands listed on a partnerships page), and event content. The company has no proprietary AI/ML capabilities, no mobile app, and no disclosed API, and its technical footprint is limited to a Shopify storefront plus standard content distribution platforms. Operating geographies are anchored in Australia with international shipping to the US, UK, New Zealand, and Canada.

Name

The Female Athlete Project

Legal name

The Female Athlete Project

Website

https://thefemaleathleteproject.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

The Female Athlete Project is an Australia-based women's sports media and DTC merchandise platform that produces podcasts, editorial content, and live events, and sells branded apparel to a 300,000+ community of fans, athletes, and advocates.

Ownership category

akta.pro rank

Product category

Women's Sports Media

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Other Spectator Sports (711219)

SIC

Retail-Women's Clothing Stores (5621), Services-Advertising Agencies (7311)

akta.pro primary industry

Athlete Marketing, Endorsement & Sponsorship Representation (MPAKAMAC)

akta.pro secondary industries

Athlete Endorsements & Brand Ambassador Programs (MPAKALAD), Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA)

Keywords

• Women's sports media
• Sports podcast network
• Athlete apparel
• Sports media platform
• Women's athletic merchandise

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Merchandise Sales: Sale of branded apparel including tees, hoodies, crew necks, caps, and accessories featuring the Women's Sports Fan Club branding. Products are sold directly through the e-commerce storefront with on-demand manufacturing.
2. Brand Partnerships: Partnerships with brands seeking to support women athletes and connect with TFAP's engaged audience of women's sports fans. Brands featured on partnerships page include Athena Social and Ecco.
3. Podcast Content: Podcast series including The Wrap (weekly women's sports news), THE NEXT (monthly futurist podcast), and athlete interviews. Available on Apple Podcasts, Spotify, and YouTube.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

The Female Athlete Project is a women's sports media platform that produces original podcast programming (The Wrap, The Next, Athlete Interviews), publishes editorial articles on its website, sells branded apparel and accessories (tees, hoodies, caps), and hosts the TFAP Summit live event. Content and products are aimed at women's sports fans, female athletes, and the broader women's sports community.

Product overview

The Female Athlete Project (TFAP) is a women's sports media platform offering a multi-product portfolio centered around content, community, and commerce. The core content offerings include three podcast series ("the wrap" for weekly news, "the next" for future-focused monthly episodes, and "athlete interviews" featuring in-depth conversations), editorial articles and stories covering women's sport events and athletes, and social content distributed via newsletters. The commercial arm consists of a merchandise collection ("Women's Sports Fan Club") featuring apparel including tees, crew necks, caps, and children's sizes. Additionally, TFAP operates the TFAP Summit, an annual live event providing educational resources and career development for elite athletes. The platform unites over 300,000 fans and advocates through its integrated content-commerce approach.

Differentiator

Problem solved

Functional benefit

Brands

• Women's Sports Fan Club: Merchandise brand line including apparel such as tees, hoodies, caps, and kids' wear celebrating women's sport fandom.
• The Wrap
• The Next
• Athlete Interviews
• TFAP Summit
• unwritten

Products and services

• The Wrap

Quantifiable outcome

• 300,000+ community followers united through the platform

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Athena SocialminorGTM or Marketing PartnerBrand partner visible on TFAP partnerships page. Athena Social is a women's sports brand that aligns with TFAP's mission to champion women in sport.
• EccominorGTM or Marketing PartnerFootwear brand visible on TFAP partnerships page, suggesting partnership to support women athletes and connect with TFAP's engaged audience.
• Pushing BarrierscoreOthers$1 from every item sold on the TFAP site is donated to Pushing Barriers, an organisation that works to improve the lives and welfare of refugee youth by providing opportunities and funding to be included and welcomed into Australian culture and society through sport.
• Various Unnamed Brand PartnersminorGTM or Marketing PartnerPartnerships page displays logos of multiple brands aligned with TFAP's mission. These brands support women athletes and connect with TFAP's engaged audience valuing progress in women's sport.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Just Women's Sports: Independent women's sports media platform producing daily news, podcasts, and video content. Directly comparable as a community-led women's sports media brand targeting fans, athletes, and brand partners across content and commerce.
• The Women's Game: Women's football media platform covering women's soccer globally with editorial content and newsletters. Comparable as a women's sport-focused digital media outlet serving a passionate fan community through content and commercial partnerships.
• The Gist: Women's sports newsletter and media brand delivering daily women's sports news and analysis. Comparable as a women's sports content brand monetizing through sponsorship and audience engagement in the same niche category.
• Her Sport: UK/Ireland-based women's sports media platform with editorial content, podcasts, and community features. Comparable as a regional women's sports media brand with similar content-plus-community GTM motion.

Emerging players

• Birdie: Women's sports community app connecting fans, athletes, and brands. Comparable as a community-driven women's sports platform building engagement across content, social, and commerce, though more app-centric than TFAP's podcast-led approach.
• Women's Sports Foundation: Advocacy and educational nonprofit advancing women's sports. Comparable in its mission-driven positioning around equity in women's sport and its audience of athletes, advocates, and brand partners, though it operates as a non-profit rather than commercial media.
• Athletech News: Media brand covering the business of fitness, wellness, and women's sports. Comparable as an emerging women's sports adjacent media platform monetizing through content, events, and brand partnerships with a similar niche audience.

Regional players

• Women's Running: Women's sports media brand focused on running and endurance. Comparable in serving a passionate female athlete/fan audience with editorial content and merchandise, though more sport-specific than TFAP's multi-sport focus.

Broad incumbents

• The Athletic: Subscription-based sports media company with growing women's sports coverage and podcasts. Comparable as a sports media platform monetizing through content and subscriptions, though its scope spans all sports rather than women's sports specifically.
• espnW: ESPN's women's sports vertical covering athletes, leagues, and events. Comparable as a women's sports content destination but operates as part of a major incumbent sports media portfolio with vastly greater scale and resources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCdzU_CNhoCF5CwpUwgR-mVA
• LinkedInlinkedin.com/company/the-female-athlete-project

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Female Athlete Project