Sustaining (and Growing) Momentum: Lessons from Women’s Basketball for Wedding Industry Entrepreneurs

Women’s college basketball has been experiencing a remarkable surge in popularity, with record-breaking viewership numbers and unprecedented levels of excitement. This resurgence has left many pondering the secret to maintaining and growing such a fervent fan base. I believe that the challenges and strategies faced by women’s basketball can offer valuable insights for entrepreneurs in industries experiencing similar fluctuations, such as the wedding industry.

Last night’s game marked a historic moment for women’s college basketball, drawing a staggering 14.2 million viewers on average, with peaks reaching 17 million. This remarkable achievement not only shattered previous records but also made it the most-watched college event ever on ESPN+. The resurgence of interest and excitement in women’s basketball is reminiscent of the early days of the WNBA, which launched 25 years ago and captured the hearts of millions. Then, it slowed down — Until now.

The parallels between the revitalization of women’s basketball and the fluctuations in the wedding industry are striking. Just as women’s basketball has seen a resurgence in interest, the wedding industry experienced a surge in popularity following the return of in-person celebrations post-pandemic lockdowns. However, both industries have encountered challenges in sustaining momentum at one time or another.

So, what can wedding pros learn from the success of women’s basketball in maintaining visibility and growing their fan base? Here are some key strategies:

  1. Celebrate Your Rising Stars. Featuring rising stars can help attract a broader audience or clientele. In women’s basketball, showcasing talented newcomers tends to draw interest from fans because EVERYONE loves the prospect of witnessing the next big phenomenon. Similarly, in the wedding industry, promoting rising stars can capture the attention of couples seeking unique and trend-setting wedding experiences. So, let go of that fear that your associate will quit if you promote them.
  2. Cultivate Community. Building a strong sense of community among fans has been instrumental in the success of women’s basketball. Similarly, wedding entrepreneurs can foster connections with their clients and fellow industry pros, creating a supportive network that enhances visibility and attracts new business.
  3. Tell Compelling Stories. This year, women’s basketball benefited from compelling narratives about their most popular players, such as Caitlin Clark and Angel Reese, and their most popular coaches, such as Dawn Staley and Kim Mulkey, and this resonated with fans on a personal level. Wedding pros should consider working with content creators to leverage storytelling — they can showcase their work, highlight the emotions and experiences of their clients, and connect with prospective customers on a deeper level.
  4. Embrace Innovation. Just as women’s basketball has embraced innovative approaches to engaging fans, wedding entrepreneurs can leverage technology and creativity to offer unique experiences and capture the attention of potential clients. Check out the wedding day meteorologist or the content creator or the wedding day stylist — They could possibly be the game changer that your business needs.
  5. Maintain Adaptability and Resilience. Both women’s basketball and the wedding industry have faced unexpected challenges and disruptions. The ability to adapt to changing circumstances and bounce back from setbacks is essential for long-term success. Entrepreneurs should remain flexible, resilient, and proactive in navigating the evolving landscape of their industry.

As women’s college basketball continues to capture the hearts and minds of millions, wedding pros should pay attention and draw inspiration from their success. Entrepreneurs can position themselves for sustained success in an ever-changing market landscape. Just as women’s basketball has proven, with the right strategies and mindset, the sky’s the limit for those willing to rise to the challenge.

Love and Soul Always, Kawania

Photo: Shutterstock

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Hey there trailblazer!

I’m Kawania (kuh won nee ah) and I own and lead two successful businesses in the creative industry. Welcome! I created this blog as a resource that you can reference as you launch, run, and scale your own successful (and sustainable) business. There’s lots of information in this blog, so bookmark it and hit me up if you have any questions. We all need a little guidance every now and then, right? Take care friend. Keep shining! Love and Soul Always, Kawania

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