Game Changers:
Meet the women who are transforming the
sports landscape in Waterloo Region

Women’s sport is enjoying a renaissance. Leagues like the PWHL and WNBA are helping to shine a spotlight on professional female athletes, while inspiring a new generation. And while this attention is helping to reenvision the athletic landscape, women behind the scenes in sport leadership roles are also helping to make sport better for everyone. 

Taylor MacIntyre is the Manager of the Sport Hosting Office (SHO) at Explore Waterloo Region.  

“For decades, women in Waterloo Region have engaged in sport at all levels, but now, more opportunities exist for women thanks to the work of leaders in the space,” she says. ”We’re finally seeing more representation of women in coaching and front office roles across amateur and professional sport organizations – and not only for female teams. As a result, we see pathways being created that prioritize women and gender minorities. We’re starting to see a shift in the right direction, but there’s still lots more work to be done. Women belong in sport!” 

In Waterloo Region, two influential leaders—Jillian Fleming, Director of Recreation Services for the City of Waterloo, and Allyson Samms, Manager of The Kitchener Memorial Auditorium—are at the forefront of creating inclusive and equitable opportunities for women in sport. Their work highlights the importance of representation, and how Waterloo Region is working to ensure that sport is a space where women thrive. 

Creating Spaces for Women in Sport 

 A key aspect of empowering women in sport is ensuring they have access to safe, inclusive, and welcoming spaces to participate. In Waterloo, Jill Fleming’s leadership has been instrumental in ensuring that recreation and sport facilities cater to a diverse group of participants. Through initiatives such as women-only public swims, lactation and feeding rooms in recreational facilities, and the provision of free feminine hygiene products in sports centers, the City of Waterloo is actively reducing barriers to participation. 

“These small but meaningful initiatives are crucial,” Fleming explains. “Many women and girls experience social, cultural, or financial barriers that prevent them from engaging in sport. By creating spaces where they feel comfortable and supported, municipalities can increase female participation and promote lifelong engagement in physical activity.” 

Similarly, Kitchener’s largest sports and entertainment venue – the Kitchener Memorial Auditorium (or The Aud as it’s known) – has prioritized hosting high-profile women’s sporting events. In December 2023, The Aud hosted the Rivalry Series between Canada’s National Women’s hockey team and the United States – a Hockey Canada event that garnered national attention. These high caliber events not only showcase the talent and dedication of female athletes but also serve as inspiration for young athletes. 

The Importance of Women in Leadership Roles 

Representation in leadership is just as important as representation on the field, rink, or court. Both Jillian Fleming and Allyson Samms believe that women in leadership play a critical role in advocating for change. As decision-makers, both are able to influence policies to ensure women’s sports receive the recognition and resources they deserve. 

Jill says that she sees women in leadership roles as “change-agents”. 

“We use our lived experiences to create more inclusive sports environments,” she explains. “Whether it’s through direct programming or behind-the-scenes advocacy, female leaders play an essential role in ensuring that sport is accessible to all.” 

Allyson echoes that sentiment, adding that female leaders provide diverse perspectives and drive innovation.  

“Having women in decision-making roles in sport is crucial for ensuring that the needs and perspectives of female athletes and events are properly represented,” she says. “Female leaders also serve as important role models, inspiring the next generation of women to pursue careers as sport managers, coaches, and executives.” 

Bringing Women’s Sporting Events to Waterloo Region 

Hosting major sporting events not only benefits local economies but also provides visibility for women in sport. The Sport Hosting Office (SHO) at Explore Waterloo Region has played a vital role in securing high-profile events that include female athletes. 

“SHO is a proud supporter and sponsor of women’s and gender-inclusive events in Waterloo Region,” says SHO’s Taylor MacIntyre. “And we’re fortunate to be able to work together with great partners and strong female sport leaders who continue to break barriers in our community to make safe, inclusive, and accessible sport possible for all.” 

“Our partnership with the SHO has been instrumental in attracting and securing sport events,” says Jill Fleming.  “The SHO shares common values of accessibility, inclusion and Indigenous perspectives that enable these principles to be embedded in their practice when bidding on events. The City of Waterloo and SHO are aligned in their shared desire to create safe, and inclusive sporting events in Waterloo Region.” 

Allyson Samms adds that working closely with the Sport Hosting Office has enabled The Aud to attract more sporting events.  

“Working together, we can focus on bringing a variety of events to Waterloo Region and can work collaboratively from the bidding and planning to the event execution phases,” she says.  “Providing an environment for organizations to lean on during the planning phase has resulted in many events coming to the region, and to The Aud. We also work together to ensure communication with stakeholders aligns with our core values and goals across Waterloo Region.”  

Challenges and Opportunities for Women in Sport Management 

Despite making progress, women remain underrepresented in sport management and leadership roles. However, Waterloo Region is working to change that.  

In her role as Manager of The Kitchener Memorial Auditorium (The Aud), Allyson Samms works alongside a team of over 200 staff members while supporting the team that operates The Aud.  

“The Aud is the largest sport and entertainment venue in Waterloo Region, seating 7,777 fans,” says Samms. “Along with negotiating contracts and securing major events, a significant part of my job involves building and maintaining strong relationships with various stakeholders, including promoters, sports teams, sponsors, and government partners, to ensure The Aud remains a premier destination for high-profile events.” 

Allyson highlights the need for intentional mentorship and professional development to help advance women in sport. “While opportunities exist, the work is far from complete,” she says. “Ensuring that young women see visible career pathways in sport management is essential to creating lasting change.” 

Jillian Fleming’s involvement with the Recreation and Leisure Studies program at the University of Waterloo is a great example of how industry professionals can support aspiring sport leaders.  

“As an alumnus of this program, I provide a direct line of sight for students to see what a career path from student to experienced professional in the municipal sports and recreation field looks like,” she says. “I also informally mentor young females within the City of Waterloo currently working in recreation who want recommendations for continuing education, experiential learning, and more.” 

The Future of Women’s Sport in Waterloo Region 

The work being done in Waterloo Region to prioritize and support women in sport is making a meaningful impact. From the creation of inclusive programming to the hosting of world-class women’s sporting events, the region is setting an example for other communities to follow. 

“By investing in female athletes, coaches, officials, and sport managers, the future of sport in the region will be more equitable, inclusive, and inspiring for generations to come,” says SHO’s Taylor MacIntyre. “Empowering women in sport is not just about participation—it’s about creating a system where everyone can thrive and inspire.” 

Talk to SHO to find out more 

With the combined efforts of the Sport Hosting Office, communities, sport organizations and athletes, Waterloo Region is poised to be a leader in women’s and gender-inclusive sports. 

To level up your next regional, provincial, or national sporting event, contact the Sport Hosting Office at Explore Waterloo Region.  

#ForTheLoveOfSport #BringYourGame