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Stories of entrepreneurial women who bring their savvy field sense and love of lacrosse to the business world.
By Ayana Green-Oliver
For many it is a dream to turn a passion into a career. For a select few, that dream is a reality. A growing number of female post collegiate players passionate about lacrosse are living that reality.
Although all these women have different tales, they all have two things in common – a love of lacrosse and an entrepreneurial spirit. These women are conquering a male dominated society and sport and with no apologies.
Lyn Reitenbach Gets Laxified
As Lyn Reitenbach states, "My businesses have been an opportunity for me to supplement my income. Men don't often have to justify their hobbies because they are the bread winner and don't struggle with the societal expectations of motherhood." For Lyn, the Goblin Games and Laxified (www.laxified.com) have allowed her to break free from the mold.
Lyn Reitenbach spent her childhood watching her brothers play lacrosse during Cornell University's NCAA record consecutive win streak (still standing at 42). She too attended the Big Red and with no previous playing experience she walked on and quickly joined the Varsity squad. Her junior year she held the Cornell record of the most points scored during a season at 54, which was untouched for 12 years. Now she is a mother of three and the proud owner of the Goblin Games and her latest venture, Laxified.
Lyn is indebted to her dear friend and mentor, Mark Wenham (Syracuse All-American). Mark successfully founded the Turkey Shoot, a boy's tournament based in Ithaca, NY. He invited Lyn to leverage his success by starting a women's tournament. In 1998, Lyn started the Goblin Games with only four teams. In 2007, one hundred and fifty teams participated.
Along with Lyn's success came challenges. Lyn struggled to find a resource to disseminate and collect information in a more organized fashion to improve her tournament's efficiency. Lyn decided to solve her own problem that lead to the emergence of Laxified, which launched in February 2006. Since then the vision of Laxified has expanded. Laxified is designed to offer three products 1) free team websites, 2) an online recruiting database in a reasonable and simplified format, and 3) a tournament management tool.
Lyn is still tirelessly working to sustain Goblin Games and develop Laxified. She is hoping to take her show on the road and duplicate her model of success nation-wide. Lyn manages to find time to invest in her businesses, despite her full-time job and family life. Lyn says, "Although lacrosse fulfills me in so many ways, my full time job working as a mental health professional in the Ithaca school system is different, but equally fulfilling. Both roles are significant. Both roles allow me to give back." Lyn has no guilt, nor should she, about her success as she has invested fully back in her community, specifically through lacrosse.
But Lyn has paid a price. Her marriage has suffered. She believes her marital problems are not unique. Many women struggle to juggle many demands. Women often have to dilute their ambition to serve the interest of a union. Lyn states, "This is perhaps the single largest threat to women's post-collegiate lacrosse. Women are forced to put down their sticks in exchange for strollers. Men are not expected to make the same sacrifice." Lyn's commitment may have come at the expense of her marriage. She hopes she is a model not only for her professional endeavors, but also for her personal integrity.
Jessica Livingston Brings Lacrosse to the Desert
At the age of 24, Jessica Livingston tested the waters and started her business – Desert StiX (www.azgl.com). Just a few years earlier she discovered lacrosse and by mistake. Jessica's first love is basketball. She applied to college with the goal of securing a basketball scholarship, but instead matriculated at Sweet Briar in Virginia. Sweet Briar was the most unlikely of choices – an all-girls college and one with no basketball program. Sweet Briar did, however, have a lacrosse program and soon Jessica was seduced. Her sophomore year she was a captain and her junior year she was All-Conference and All-American.
After graduation she moved to Arizona and jumped in headfirst. Jessica started her post-collegiate team, the Arizona Storm. Jessica also started coaching at Chaparral High School. Despite her success, she was frustrated. Her teams suffered the same fate of many other lacrosse-focused efforts on the West Coast - lack of experience, exposure and competition. These conditions motivated Jessica to found Desert StiX. Desert StiX serves 2nd through 8th grade girls. The program not only supports play, but also education. Despite the inroads lacrosse has made on the West Coast, Jessica still has an uphill battle. There are limited high school and college teams and all of these are club. The area lacks coaches, referees and administrators. Arizona even lacks access to equipment. Jessica has teamed up with Elite lacrosse, a retail outlet, to offer lacrosse equipment and focus on the women's game. They just opened their doors President's Day of this year. Desert StiX has been Jessica's platform to spread the gospel of lacrosse.
Jessica has seen her investment earn dividends. With her savings, the support of her family and friends and now the support of the Arizona lacrosse community she founded Desert StiX. She is able to fully support herself doing something she loves. Although she is proud of the financial results of her entrepreneurial pursuits, she is most proud of the intangible results. Things have come full circle. Her players who have graduated from college come back to coach high school and her high school players help to coach the youth. Jessica shares, "Desert StiX has grown the game in Arizona and more importantly developed women role models that continue to give back."
Elaine Knobloch Checks It Out
Elaine Knobloch represents the other side of the spectrum. She is a seasoned veteran who has been involved with the game for nearly her whole life and in every facet. She is a Philadelphia native who picked up a stick in junior high school, earned All-League in high school and won two National Championships (AIAW) with the University of Delaware, and has yet to put it down. At the age of 46 she still plays and now with her Washington based post-collegiate team, now known as Capital lacrosse.
In addition to her presence on the field, Elaine has had a formidable presence off the field. She was involved with the US Women's Lacrosse Association, played an instrumental role to form what we now know as US Lacrosse, served on the US Lacrosse Board of Directors, and the US Lacrosse Foundation Board of Directors. Even today she is heavily involved with her local chapter.
Her volunteerism is matched by her business savvy. Elaine managed to leverage her experience into for-profit ventures. Fifteen years ago she inherited the "Washington Women's Summer Lacrosse League." This League is an opportunity for better high school players, college students and adult players on a first come first serve basis to form teams that compete at least once a week. Over 200 female players participate each summer. Eleven years ago, Elaine founded "Check It Out Lacrosse" focused on youth. "Check It Out" targets middle school and younger participants and consists of six teams that compete throughout the season. Both endeavors are profitable, but perhaps none greater than her work as an assignor.
Elaine has been an assignor for the last 10 years for the Washington Lacrosse Umpire Association. She is responsible for 85 high schools and 70 umpires. Her schedule is rigorous as she dedicates on average 2-3 hours a day, 7 days a week from January to June. The rewards are remarkable as she now takes home five figures annually.
Elaine says, "The public often underestimates the advantages of pursuing the career of an official. Although coaching is more popular and recognized, it is rarely more lucrative." Elaine is proof. Although she readily admits her husband's success affords her a level of flexibility, Elaine has made the most of the opportunity to generate significant supplemental income from a sport she loves.
Lucky London Jones
London Jones, on the other hand, has translated her love of the game by building her career working for a well-established lacrosse manufacturer, Shamrock Lacrosse (www.shamrocklax.com). Shamrock Lacrosse, based in East Hanover, NJ, is an equipment manufacturer, distributes its products to various retail partners across the country. London is the Vice President of a small full-time staff of eight. As a result, she has countless responsibilities. She manages in-house accounts, warehousing, product design and international development and that is just this week. Despite the daunting role, London loves her job. A job she discovered as she states, "by being in the right place at the right time." She started as a technical representative and quickly ascended to where she now dictates the direction of the company. A direction in which London ensures Shamrock remains focused on the women's game.
London's passion for the women's game is not limited to Shamrock. She is also the coach for Stevens Institute of Technology in Hoboken, NJ, and she develops several clinics. Although coaching is another opportunity for her to generate income, the money earned is not significant nor is it her motivation. Coaching is a way for London to stay connected to the game, especially players. And her favorite are goalies.
London first saw the game supporting her stepfather on the field while she sat in the stands at 6 years old. At the game she received her first stick and eventually joined the local recreational program and continued to play throughout her four years at Wagner College. Along the way she converted - she became a goalie. A badge she wears with honor. London shares, "I just love the pressure. We are the X-factor. We are the leaders on the field. We start the attack and control the defense. Plus we are just a bit crazy. How else do you explain standing in front of a ball coming at you 60 or 70 mph?" That is why London's clinics are geared specifically toward goalies.
London plans to coach for as long as possible. She also plans to play for as long as possible. She plays on a club team she started called what else but Shamrock. And of course, she plans to work for Shamrock as long as possible. She has been able to fully support herself working at Shamrock. London states. "I'm in it for the long haul. Where else can I turn my hobby into a career and do business with all friends?"
The X-Factor of Crista Samaras
Crista Samaras is in complete agreement. If the name rings a bell, it should, Crista Saramas is synonymous with women's lacrosse and at the highest level of the game. While at Princeton, a lacrosse powerhouse, she was named a three-time All American and Ivy League Player of the Year in 1998 and 1999. In fact, she still holds Princeton's record for all-time leader in points (270) and goals (189). Her accomplishments have extended past her collegiate career. Crista represented the US in the 2001 World Cup and brought home the gold medal. In 2005, Crista secured the silver medal and was twice named Player of the Match.
Crista's accomplishments on the field are remarkable, but many would argue her mark off the field has been more noteworthy. Crista was one of the first lacrosse players and the first female lacrosse player to harness her success into a brand. For this reason she is one of the most recognizable names and faces in the women's game. Ironically, this was not by design - at least not immediately.
Upon graduation Crista tried her hand at coaching. She joined the coaching staff at Yale University. Although she enjoyed the experience Crista was drawn to her second love – acting. She picked up and settled in NYC to pursue her career. Crista soon immersed herself into the acting world, taking classes, going on auditions and more. Although she was now a thespian, like so many, she was a struggling thespian. As a result, Crista was forced to reconsider her options to pay her bills. And thus lacrosse came back into the picture.
She returned to coaching, but this time at Trinity High School in New York. As the coach she led the team to league wins. Simultaneously, Warrior was working on repositioning itself in the industry. Warrior looking for a fresh face tapped Crista. Crista soon joined Warrior helping to launch its women's brand in 2002. This was a significant turning point as it was the springboard that led Crista to develop clinics nationwide. Her impact was tremendous and immediate. So much so that parents persuaded her and one in particular to expand her clinics into an on-going presence and thus the birth of XTeam (www.xteamlax.com). Crista partnered with Warrior to develop XTeam, a national team that travels and competes in various tournaments across the country. XTeam is also an opportunity for Crista to reach underserved and non-traditional lacrosse communities – something close to her heart. What started with 12 girls has now grown to 80. In the process, XTeam has developed into a well-respected national club team and brand.
XTeam was the tip of the iceberg. Only a few years later, XTeam is now one of four divisions of Bounce Entertainment (www.bouncentertainment.com), a conglomerate founded by Crista. The other divisions are Bounce, Stampede, and Lux Foundation. Bounce is multi-faceted - focusing on teaching tools, consulting, and apparel. Stampede develops camps and clinics around the country. Lastly, Lux Foundation, the newest addition, is a non-profit venture designed to support the growth of lacrosse.
Crista now employs a full-time staff of four and manages an extended staff of 80 plus. With all this success – All-American, Gold Medal, and CEO – one would immediately assume Crista and her ego would have a tough time fitting in the same room. Just the opposite. Although Crista is indeed a presence, she is surprisingly approachable, charismatic and humble. Yes, humble. She credits her success to all those that have touched her life. So in turn it is her mission to touch as many lives as possible, especially those of young girls. Crista states, "Lacrosse is not only an opportunity to learn the most fabulous sport, but also to learn you are fabulous. Bounce has launched a self-esteem campaign centered around its tag line 'You are who you are, so be it.'" Crista explains, "I have learned to accept and love myself. I have a lisp, quadzillas aka huge thighs (albeit all muscle, thank you) and will never be a size 2. I'm fine with that. I also have a strong work ethic. I worked hard day after day to develop my stick skills. And today I am working hard scheduling countless meetings and brainstorming the many ways Bounce can be the best. I am who I am – flaws, strengths and all. At the end of the day I am me and the best I can be." Crista will continue to be a force in lacrosse and support others looking to do the same. That is until Hilary Swank stops taking her roles – as she puts it.
Bridget Olp Cultivates Chicagoland
Another force in the lacrosse world, although not as well known, but equally influential is Bridget Olp. The name may not ring a bell, but if you are in Illinois, specifically Chicago the name is tantamount with lacrosse. Thanks to Bridget, Chicago has seen an explosion of women's lacrosse. Eight years ago Bridget started to officiate games. Today she is umpiring Division 1 games for Northwestern (3-peat NCAA Champions), Notre Dame and Ohio State. Seven years go she became a scheduler managing high school and college club teams. And this year she celebrates her 5-year anniversary founding Lakeshore Lacrosse (www.lakeshorelacrosse.com), a company she owns 100%. Lakeshore Lacrosse is a female run company for the female athlete.
Lakeshore manages an astonishing eight initiatives/services supporting women from the 3rd grade to beyond college. Lakeshore Youth Lacrosse has established relationships with over 24 communities in the Chicagoland area. Community based leagues, camps and clinics are developed for girls ages 7-15. Lakeshore Indoor Lacrosse is hosted at four locations and provides an indoor option of play for nearly 400 girls from the 7th to 12th grade. Lakeshore Select is a regionally based club lacrosse league of five teams designed to support the more skilled and serious high school lacrosse player. Players practice twice a week and compete once a week. Lakeshore Travel is a program made up of two teams based on skill. These teams travel across to country to the Vail Shootout, USTC tournaments and other local venues including the Midwest Showcase. ChiTown Classic is an annual tournament held in Chicago, which hosts high school, collegiate and post-collegiate teams. Lakeshore Private Instruction is available to those looking for special attention. Lakeshore Goalie Camps and Individual Goalie Coaching are focused on the goalkeeper. Lastly, Lakeshore Women's Lacrosse Club is Chicago's post-collegiate team that plays year round.
In total, one woman, Bridget, is responsible for close to 3,000 women racing up and down lacrosse fields in Chicago. A phenomenon that was not in existence some five years earlier before Bridget came to town. Bridget along with seven other dedicated staff and a host of coaches and referees have managed to expand the sport exponentially in a previously underdeveloped region. For Bridget the thrill is not only running her own business, but also giving every girl who wants to play the sport an opportunity to do just that. Bridget shares, "What I love most is that we are of women for women. We are players, coaches and referees. If you are a woman and love lacrosse, you have a home at Lakeshore Lacrosse."
Lacrosse Sue Heether's Way
Sports Her Way (www.sportsherway.com) is also all about the female athlete. Sports Her Way is a retail outlet catering to the equipment and apparel needs of today's female player – whether lacrosse, field hockey, basketball, soccer or swimming is her sport. Sue Heether, President, along side her then partner, Lance Holden, decided in 1994 to invest in the women's game. Lance brought unparallel industry experience. He founded Lax World, which is a lacrosse juggernaut retail chain with locations in Maryland, Virginia, Georgia and Colorado. Sue brought her impressive lacrosse resume and expertise. As a three-sport athlete (field hockey, lacrosse, swimming) at Loyola College, Sue earned first team All-America honors as a goaltender for the Greyhounds in 1990. She still holds the school's records for saves in a season (312) and career (826). Sue continued her playing career with the U.S. national team beginning in 1990. She played goalie for the U.S. teams that won World Cups in 1993, 1997, 2001 and was a member of the U.S. training team for the 2005 World Cup. As a member of the national team, Sue toured in Australia, Canada, England, Japan, Scotland and Wales. In addition to playing for the national team, Sue began a coaching career after her graduation from Loyola. She served as an assistant coach at Loyola (1991), Harvard (1992) and Notre Dame Prep (1993-95) before becoming the head coach at St. Mary's College (Md.) where she compiled a record of 17-7 in two seasons. She served as an assistant coach for the U.S. Developmental team. Sue was inducted into the Loyola College Athletic Hall of Fame in 1995, the first year she was eligible.
Three years later in 1997 Lance and Sue founded Sports Her Way along with Jim Darcangelo also of Lax World. Unfortunately, in June of 1998, Lance passed away unexpectedly. As a result, Sue was forced to learn the business and fast. She has done just that. Ten years later Sports Hey Way continues to be an industry leader. Sports Her Way was the first to customize lacrosse stickheads and in turn introduced the pink lacrosse head and color mesh – a common sight on any lacrosse field. The business works closely with all its vendors, often times serving as consultant as its partners develop new lines. The success has not come without its challenges. Learning on the job has been difficult. Sue states, "We are still very small with a staff of 10-12 full-time and 10-30 part-time employees. Together we are learning ways to improve our processes as we grow since now we have an online presence, two stores and continue to expand the sports we service." Sue has remained committed. In fact, she now juggles Sports Her Way with two new huge responsibilities.
Today Sue is at the top of the game. In 2004, she was inducted into the US Lacrosse Greater Baltimore Chapter Hall of Fame. And in 2006 she was named the new head coach of the United States women's lacrosse team. Her appointment will run through the 2009 International Federation of Women's Lacrosse Associations World Cup. And if that was not enough, Sue is a new mother of six-month old twins. Amazingly enough, Sue manages to squeeze additional time out of her twenty-four hour day for those who haven't had the same access or advantages that many in the lacrosse world have known.. She currently volunteers with an inner-city lacrosse program at William Paca Elementary School in Baltimore City and the US Lacrosse B.R.I.D.G.E. Girls Play Day. Sue admits, "Sometimes I am completely overwhelmed, but I would not have it any other way. I am never bored. Plus I have the pleasure of doing what I love each and every day, whether that is coaching at the highest level of the game, coaching a developing inner city program, running a business and of course playing mommy." Where does Sue see herself in the next 10 years? She doesn't know. What she does know is that she will be doing something somewhere promoting and celebrating the female athlete.
Ayana Green-Oliver and Rachel Moore LuvLax
The trend of female lacrosse entrepreneurs turning their passion into profit continues. My business partner, Rachel Moore, and I are launched our labor of love, LuvLax (www.luvlax.net), in 2007. LuvLax is a lacrosse lifestyle company appealing to the female lacrosse enthusiast. To start we plan to offer apparel and other products to those proud to show and share our love of lacrosse. LuvLax distinguishes itself by reflecting the sport through creative and original designs depicting all facets of the game, on and off the field. Thanks to our Creative Director, Vinnie Ricasio, who also happens to a skilled goalie who has perfected the split save, we are confidant LuvLax will strike a nerve with diehard lacrosse players all across the world.
We are hoping the success of our first venture translates into LuvLax success. Rachel and I have known each other for years, since our high school years at the George School in Newtown, PA, where we were both first introduced to lacrosse. After graduation our paths crossed again, but this time in New York City. Now as young professionals in the big apple longing to still play the sport we love, we partnered to develop what is now known as Gotham Women's Lacrosse (Gotham). In seven years Gotham has developed into a formidable and respected post-collegiate team in the New York area and beyond. Each serving as President, we invested ourselves fully into Gotham and now enjoy the fruits of our labor. Gotham has committed leadership, attracts solid players and more importantly people, travels to local and national tournaments, hosts countless fundraisers, and coordinates social events for membership, such as book clubs, team runs and more. Rachel and I beam with pride when we reflect on Gotham's accomplishments. However, we are also quick to remember the invaluable lessons learned along the way – delegation, communication, ownership, marketing, organization, and more. We trust our instincts, lessons learned and seamless partnership will support us as we embark on a new path – LuvLax.
And in fact, it was through Gotham that we discovered Vinnie and his artistic talent. At the time Vinnie was the goalie for a men's like-minded post-collegiate team. Our teams worked together and naturally our relationship grew into friendship and now our friendship has turned into an exciting business partnership.
LuvLax has developed organically. It has also developed out of a common love - lacrosse. Last, but not least, LuvLax has also developed out of a mutual ambition. Rachel and I have always dreamed of owning our own business, being our own boss. The synergy of working together, focusing on what we love and affording us the opportunity to do just that is a responsibility we have to ourselves. Why not? Like so many others listed, above and beyond, we are driven by our passion of the game. Like so many others listed, above and beyond, we hope to be successful. Like so many others listed, above and beyond, the sky is the limit. We hope to follow their paths and also set our own course.
Lacrosse is the fastest growing sport in America. We have all heard this saying time and time again. It is also said the women's game is growing fastest. Although we are sure to keep stats of goals, interceptions and turnovers on the field, we may be missing the real transformation off the field. Females are blazing a new path as business owners and leaders. These stats are most significant as they change not only the face, but also the trajectory of the game. As more women invest in lacrosse off the field, women can and will dictate the future of the sport. Turn your passion into profit and support those trying to do the same.
To learn more about any of these ventures please visit:
www.laxified.com
www.azgl.com
www.shamrocklax.com
www.xteamlax.com
www.bouncentertainment.com
www.lakeshorelacrosse.com
www.sportsherway.com
www.luvlax.net
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