Ashley McLerran

VP of Programs and Operations

“Thank you, Ashley, for sharing your inspiring journey and valuable insights into the sports industry. Your passion, resilience, and drive to uplift others are truly motivating. We look forward to seeing your continued impact in the field! Ashley McLerran, currently VP of Programs and Operations at SPORTSKIND, is responsible for overseeing operations across Texas. Her career began with part-time work as an intramural sports referee during her undergraduate studies in psychology and sociology, a path that later led her to pursue a master’s in sports management. Key milestones in her career included early networking, finding mentors, and building a versatile resume through varied experiences. Ashley emphasized the importance of resilience as a woman in a male-dominated field and the role of mentorship, sharing how her two female mentors greatly impacted her career. To maintain work-life balance, she organizes her day with lists and routines to stay productive and avoid burnout. She believes in promoting gender equality by creating supportive environments for women in leadership roles, a value also reflected within SPORTSKIND’s balanced team structure.

Her advice to aspiring women in sports is to start early, stay humble, network strategically, and approach challenges as learning opportunities. Her long-term goals include expanding SPORTSKIND’s reach and strengthening her leadership in the sports industry. Outside of work, she enjoys playing guitar, attending concerts, and exploring new places, while being a dedicated Longhorns and Dallas Cowboys fan.” – Zara Halabu

Please describe your role; responsibilities at that position?

Oversee internal staff, programs and operations across all of our operating areas in Texas to ensure the company meets all of its necessary targets

What did you study in college and how did your educational background shape your career in the sports industry?

I grew up an athlete participating in many sports naïve to think there was a career field in sports outside of coaching. When I went to college I obtained my Bachelor’s degree in psychology and minored in sociology. While I was working on my undergrad degree I began playing intramural sports at the university which eventually led to officiating sports as a part-time job. I divulged in as much as I could, asking lots of questions and showing interest in the operations of the intramural programs. I was promoted to a Supervisor and then eventually a Coordinator. After about 5 years, I accepted a position with the City of Austin as the Athletics Supervisor and was in that role for almost 9 years. During my tenure with the City of Austin Athletics Office, I decided I wanted to obtain my Master’s degree in Sports Management to gain an academic backing in the career field that I had begun to establish. I was accepted into the University of Texas for the Graduate Sports Management Program and took classes such as Event Management, Sports Operations, Sports Marketing, Sports & Law, Finance, Sports Theory, etc. I learned so much while obtaining my grad degree and was able to apply different methodologies and strategies directly to my career. In 2022 I was offered a position with my current employer, SPORTSKIND, as the VP of Programming & Operations.

Can you share the key milestones in your career that led you to your current position in the sports industry?

1. Getting in early. Working a part-time job as a referee for an intramural program was the perfect exposure to see the operations of the sports leagues.

2. Networking & curiosity. I spent every opportunity that I could shaking hands, asking questions, and being a sponge.

3. Finding a mentor. I had two mentors throughout my career that I could lean on to run thoughts, questions, and ideas by. My mentors were always external from my employer.

4. Experience. I volunteered, interned, and did as much as I could to build my resume. Speaking of, always keep your resume up-to-date so that you don’t forget certain experiences you have gained and to have it always readily available.

5. Getting out of my comfort zone. I attended conferences solo, I learned from my mistakes, I didn’t let failure intimidate me, stayed humble during successes, always think about the greater good for the team.6. Became an established leader.

What are some of the biggest challenges you’ve faced as a woman in sports business; how have you overcome them?

It is definitely a “man’s” world and that has always posed many challenges for my career within Athletics. For me, garnishing personal attributes such as patience, thick skin, logic, non-complacency, firm yet personal, and confidence has helped me overcome some of the challenges. I have experienced many situations where being a woman in this industry isn’t respected the same as being a man. I let that aggravation build a fire within me to work hard, be noticed, and accomplish goals that gave positive results to the organization I was working for. For me, it has always been about gaining respect and fostering a strong reputation within the industry.

Balancing a career is demanding. How do you manage a work -life balance? What strategies have worked well for you?

Make lists! The work never stops, and if you are like me, my wheels are always turning in my head. I make sure that at the end of my work day I make a list of tasks that I know need to be completed or notes that I need to remember so that at the end of the day I can (mostly) leave work at the door and focus on my own time when I get home to decompress. Largely, creating routine and keeping up with a calendar so that I have an efficient flow for my day is critical. Work-life balance is so important to avoid burnout and also to enjoy the fruits of life.

How important is mentorship for women in the sports industry? Have you had mentors or role models who played a significant role in your career and can give some details?

Mentors are so important. I have two mentors in the field, both women and both have played big roles in my life/career. One mentor is a Director of a recreation center for a university in Chicago and the other is an Assistant Athletic Director for a school district. Having other women who have successfully advanced in this field to run ideas by, explore challenges, share thoughts, open dialog, and also be able to pick their brain with the experiences that they have faced has been so important to me. I’ve been able to learn from other’s mistakes and share resources with my mentors so that I am not recreating the wheel, but more so helping improve it.

In a male-dominated industry, do you feel women are given equal opportunities? What steps do you think can be taken to promote gender equality in the sports industry?

This is a tough question. I think overall, the industry has come a long way with creating more opportunities for women in sports and supporting the success of their careers. This will only continue to improve as more women join the industry and build confidence. The other side of this is that it is also largely based upon the organization. I am very fortunate that with my current employer, we are very women driven within our company; 50% of our staff are male and 50 % female including an equal breakdown in management. That is almost unheard of. We can create a better foundation and continue to pave the path for other women. That starts with women debunking the notion that we are better suited in nurturing roles and rather women should be included and respected in the industry as leaders, decision makers, and figure-heads. In my experience this starts with finding your voice, not necessarily in a condescending way, but rather in a confident way. Don’t shy from mistakes and failures, but learn from them. Build allies with men and women within the business; there are males that very much so support women in this industry. Don’t be afraid to speak up if you see or hear something that is stereotyping or discrimination of women. Lastly, never stop pushing yourself, reaching above the standard and set obtainable goals so that there is recognition for successful efforts.

What aspects of your work in the sports industry do you enjoy the most? What parts do you find the most challenging?

I am a sports enthusiast in all realms, so being engulfed in a career that is centered around my passions makes most of the work days not feel so much like “work”. I like that the industry is ever-evolving and that every day is unique. There is always room for improvement, change, and innovation which makes this career filled with opportunity. The challenges are within the changes. This is not a stagnant field and it has been very fluid. There are new social challenges (trans, gender norms, etc.), sports/rules changes, evolutions, etc. The challenge itself is finding consistency in an inconsistent environment.

What advice do you have for young women aspiring to build a successful career in the sports industry?

Jump out of your comfort zone and get involved early with internships, volunteering at events, and part time jobs to make sure this truly is a field that you want to commit to. NETWORK! A lot of the time it isn’t what you know, but rather who you know. AVOID feeling entitled. I cannot stress enough how important this is. Far too often I have noticed the younger generation entering the work field feel entitled, want less work and more pay, or have a bad attitude. Stay humble, stay open minded, know that it is a grind but it is worth every second of hard work, stress, sweat, and days that you want to pull your hair out. Believe in yourself and always reach for the stars. Don’t let failures or setbacks discourage you. It’s life, it’s going to happen. Let that fuel your fire and motivate you to crush it next time. Ask questions and take notes over the years to be able to go back and reference. Most of all, have fun doing what you do!

What is your long-term personal goal that you still want to achieve both business wise and personal?

My business goals are helping SPORTSKIND grow into other cities and become an industry leader in the social sports industry. My personal goals are to continue to keep climbing the chain of leadership and have a stronger voice in the sports industry.

Any fun facts you’d like the world to learn about you? Favorite food, hobbies, # of kids, pet peeves, etc. The more the merrier!

Aside from sports, I love to play guitar, go to concerts, and travel; my external outlets are SUPER important to me and keep me sane. I am a pizza LOVER, I don’t have any kids, my favorite color is green, I am a diehard Longhorns fan and a Dallas Cowboys fan (unfortunately), and last fun fact, I was raised on the south Texas coast and was born during a hurricane!