Nicole Oosterling

Director of Ticket Operations at the Asheville Tourists

“Nicole Oosterling oversees ticket operations, box office logistics, client accounts, and game-day staff for the Asheville Tourists. With a background in Hospitality & Tourism Management, she built her career through hands-on experience in event planning, athletics, and an internship with the Tourists that confirmed her passion for baseball.

Nicole thrives in the fast-paced world of sports, where she enjoys problem-solving, creating smooth game-day experiences, and connecting with fans. She credits mentorship, hard work, and saying yes to new opportunities as key to her growth in the industry.

Thank you, Nicole, for sharing your journey and inspiring the next generation of women in sports. ⚾”

– Zara

Please describe your role & responsibilities at that position?

I oversee all areas of our box office and ticket operations including sales, client accounts, and daily logistics. I also supervise the box office game-day staff and ensure smooth ticketing operations across in-house and digital platforms.

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

I began my college career at Young Harris College before transferring to Western Carolina University, where I graduated with a major in Hospitality and Tourism Management. At WCU, I worked closely with organizations like the Jackson County Tourism Development Authority, High Hampton Resort, and the Great Smoky Mountains Railroad, which gave me hands-on experience in event planning, pricing, logistics, marketing, and guest experience. I also completed an internship with the Asheville Tourists, which solidified my decision to work in baseball. All of these experiences directly translate to my work in sports operations, ticketing, and fan engagement.

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

The internship with the Asheville Tourists really jumpstarted my career in baseball and gave me hands-on experience across multiple departments within the sports industry. I started in food and beverage, learning time management, attention to detail, and teamwork, and progressed into ticketing and merchandise, managing daily inventory, restocking, and supervising the store in the absence of the Merchandise Manager. I supported staff with behind-the-scenes daily operations, assisted with game-day set-up for crowds up to 4,000, and gained experience in promotions, engaging with fans to enhance their game-day experience.

Prior to that at Young Harris College, I served as the head manager and travel planner for the volleyball team, creating travel itineraries, booking hotels and team meals, and helping launch the program’s first volleyball clinic by managing registration and publicity through the team’s Instagram and TikTok. At Western Carolina University, I worked in the campus athletic building, overseeing daily facility operations and supporting the general manager with pre-event planning and game-day execution. Together, these experiences provided me with a strong foundation in event operations, leadership, and fan engagement, and confirmed my passion for pursuing a career in the sports industry.

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

I’ve been extremely fortunate to work with organizations that have never treated me differently or made me feel like I had to prove myself because I’m a woman. Even though I’m still early in my career, I don’t take that for granted, and I’ve made it a priority to stay prepared, work hard, and contribute value in every role I’ve held.

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

Working in sports can be demanding, especially with long hours and ever-changing schedules, and it’s not for everyone. I’m intentional about planning ahead and setting realistic priorities during busy periods. I’m a very organized person, so that comes naturally to me, and I use my off days to rest and make time for things I enjoy like spending time with friends or attending local festivals and craft shows which helps me maintain balance and stay grounded in a demanding role.

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?

Mentorship is extremely important for women in the sports industry because it provides guidance, confidence, and support in a fast-paced environment. Hannah Martin, the former Assistant General Manager of the Asheville Tourists, played a significant role in shaping who I am as a professional and as a person by trusting me with responsibility, encouraging growth, and setting an example of strong, confident leadership that I strive to imitate.

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?

While I’ve been fortunate to work in organizations that have treated me fairly and given me opportunities, I know that isn’t always the case in this male-dominated industry. Having strong role models and mentors can be really helpful, and seeing women in leadership positions reflects a lot about what’s possible and inspires others, especially younger professionals can see what’s possible and to pursue similar paths.

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

I really enjoy the fast-paced environment of sports and the energy of game days especially working directly with fans and clients and seeing the impact I can have on them and their experience at the field. I also love the problem-solving aspect and figuring out how to make everything run smoothly on game days.

One of the biggest challenges are the long hours we work. Managing multiple responsibilities at once while navigating high-pressure situations to ensure everything goes smoothly for fans and clients’ takes focus and adaptability.

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

My advice would be to stay confident, work hard, and be willing to learn every aspect of the business. Seek out opportunities to gain hands-on experience, ask questions, and observe leaders as much as you can. Say yes to every opportunity and don’t be afraid to take on responsibilities that push you outside your comfort zone because those experiences are what help you grow and succeed in the industry.

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

At 23 and just a couple of years into the sports industry, my long-term goal is to continue growing in the field, taking on more leadership responsibilities and learning as much as I can about how to improve the fan experience in any role I take on. At the same time, I want to make time for the things I enjoy outside of work so I can stay motivated and balanced. I’m excited to keep learning and challenging myself as I build my career in an industry I love working in.

Any fun facts or interesting things you’d like the world to learn about you? Favorite food, hobbies, pet peeves, etc.?

I love exploring local events, tacos (a taco bar will for sure be at my wedding), and I have a goal of visiting every MILB stadium!