A Note From Our Founder


Starting an organization like GOALS was something that had been on my mind for a long time. I’ve always had a fire in my soul for empowering women through sports, and I've always centered my life around sports because as an athlete, coach, and sports industry professional, I have experienced the profound impact that a positive sporting experience can have on young women and girls.

It wasn't until recently though that it became clear to me how I could help contribute to creating a more equitable sports world. In 2020, WNBA Commissioner Cathy Engelbert said, “If these two facts are right: 84% of sports fans are interested in women's sports, and women control 85% of US spending power, we should be able to really transform the way women's sports are valued.” 

When she said that, it occurred to me just how much untapped potential there is in the women's sports industry. Until recently, women's sports received less than 4% of media coverage and still receive less than 1% of sponsorship dollars. However, despite a significant lack funding, opportunities, and support for women's sports, the industry is on an upward trajectory. Deloitte has projected that women's sports will be $1 billion dollar industry in 2024 and in this past year we've seen women’s sports have record-breaking viewership, social media engagement, sponsorship deals, merchandise sales, and more. 

All of this made me think: if women's sports are seeing glass-shattering results - despite a gross lack of resources - what could happen if they were properly funded? 

I started GOALS because I believe the rise of women's sports is the most exciting trend in sports today, and that brands, networks, and individuals would be wise to invest in women athletes. It is absolutely amazing what the women’s sports industry has been able to accomplish with such limited resources. Through our work, GOALS aims to bring more investment into women's sports, and show brands, networks, and investors that it’s good business to be in the business of women’s sports.

We have a long way to go until gender equality is reached in sports, but I believe the #GOAL is achievable. I’m humbled to be part of the women's sports community and know that together, we will create a more equitable sports world for all.



Caroline Fitzgerald is the CEO & Founder of GOALS. Before jumping in to GOALS full-time in August of 2021, Caroline worked for over a decade as a marketing and sales professional across a variety of industries. Most recently, Caroline was the Senior Vice President of Partnerships at P3R and the DICK’S Sporting Goods Pittsburgh Marathon. In her role at P3R, Caroline was responsible for selling and activating partnerships with brands that include DICK’S Sporting Goods, FedEx, Brooks Running, Dunkin’, PNC Bank, Barefoot, Panera, Nuun Hydration, Bank of America, and more.

Caroline graduated from the Schreyer Honors College at Penn State University with dual degrees in Marketing and Women/Gender Studies, and holds a M.S. in Global Sport from the Tisch Institute for Global Sport at NYU. She lives in Pittsburgh, PA.

Connect with Caroline: 

Twitter - @pghcaroline