When former pro soccer player Haley Rosen founded Just Women’s Sports (JWS) in 2020, her goal was clear: put women’s sports front and center. What started as a mission-driven media brand has become the go-to source for fans who want credible, daily coverage delivered straight to their inbox.

Powered by beehiiv, the JWS newsletter has grown 75% this year alone, turning a daily briefing into a powerful community hub. More than a news digest, it’s become a habit - one that connects fans, fuels brand partnerships, and cements JWS as the daily authority in women’s sports.

In this article, I’ll break down their editorial strategy, growth playbook, and other lessons from JWS on building a modern media brand. 

Why Trust Me

Taylor Cromwell is a writer and strategist focused on the creator economy and solo entrepreneurship. Through her newsletter Creator Diaries and client work with companies like beehiiv, HubSpot, and Stan, she shares insights, case studies, and interviews that show how creators build sustainable businesses.

From the first serve, the newsletter reflected that mission. JWS didn’t want to build a lifestyle brand or rely on fickle social algorithms. Instead they set out to become a reliable, high-quality news source for fans who care about the games, the athletes, and the stories behind them.

They approached coverage the way major outlets cover men’s sports through results, rivalries, personalities, and the energy that makes competition addictive. 

The team emphasized that this wasn’t “by women, for women” content; it was women’s sports journalism for all fans of the game. That distinction helped JWS establish credibility early and differentiate from lifestyle-driven coverage that often diluted the core appeal of sports.

The JWS newsletter was designed to be a daily ritual for its readers. Consistency was vital; they were creating a product that hit inboxes with the same precision and reliability as a well-practiced pass. A newsletter fans could trust to deliver the day’s biggest plays in women’s sports each and every day.

Each newsletter issue opens with the top story of the day that gives you a clear sense of what happened and why it matters.

In this recent newsletter, for example, you’ll find a lead story covering the NBA commissioner’s comments on the growing rift between WNBA players and leadership. 

Below this lead story, readers get to read the rest of the newsletter quick highlights from across women’s sports, including key scores, standout performances, and other curated readers. (Plus the template makes it all super digestible!)

All of this is meant to give readers everything they need to feel informed at the start of their day without the overwhelm of endless scrolling.

When you’re producing content at this volume, the last thing you want to worry about is a complex stack of tools that hold you back. Which is why they turned to beehiiv. 

Giveaways have been one of JWS’s most effective tools for audience growth. 96% of subs the attract via giveaways remain newsletter subscribers a year later, proving how giveaways (to women's sports events) attract the ideal audience for their newsletter. 

The team strategically times them around key moments in the women’s sports calendar, like the Final Four, the World Cup, or the US Open, when fans are most eager and engaged.

This combination of timing and relevance consistently converts casual followers into newsletter subscribers who stay long after the campaign ends.

beehiiv’s analytics and growth tools make it easy for JWS to track which campaigns bring in the highest-quality, MVP-level subscribers. With visibility into open and click rates by source, the team can double down on winning plays and optimize targeting.

The ability to treat growth like a product — testing, measuring, refining — has helped JWS sustain its momentum. Since moving to beehiiv, daily readership has grown 75%, driven by smarter acquisition and more consistent reader engagement.

As JWS built its audience, monetization followed naturally. The newsletter quickly became a core asset in brand partnerships and direct revenue.

Brands eager to reach women’s sports fans saw the newsletter as a premium placement. Its dedicated audience and clean format offered a direct line to consumers deeply engaged in the space. 

The newsletter also drives consistent e-commerce sales. Links to JWS merch, like the Pride Collection and other signature pieces, rank among the most-clicked items in every edition. 

The mix of coverage, community, and identity turns readers into customers and brand advocates.

JWS built its newsletter to lead the game - not just promote it. As a standalone product, not just a marketing tool, it now serves as both a revenue channel and a discovery engine for the broader business. 

In essence, it’s a game where everyone wins: Advertisers score authentic reach, readers gain value, and JWS strengthens the foundation of its media flywheel: audience → trust → revenue → reinvestment.

beehiiv delivered on that promise. It gave them the flexibility and depth they were looking for: robust analytics, intuitive editing, and growth tools designed for modern media businesses.

“The analytics and growth tools have been especially impactful, allowing us to not only see how content is performing but also take action to accelerate growth,” they said.

With access to actionable data and growth features like recommendations and referrals, JWS could iterate faster and make smarter decisions. 

As women’s sports continue to grow in visibility, newsletters like JWS have become a cornerstone for sustaining that momentum. Algorithms and platforms change constantly but an owned channel provides consistency, control, and direct access to the audience.

“Newsletters are one of the most direct, intimate ways to connect with fans,” the team said. “In an environment where algorithms can change overnight, having an owned distribution channel is critical.”

The JWS newsletter gives fans a central place to start their day through fast updates, meaningful context, and a sense of belonging within the broader community of women’s sports supporters. It has also helped JWS cement its role as both a trusted news source and a cultural touchpoint for the modern fan.

For other creators and niche publishers, the takeaway is clear: a newsletter can turn into a full media business. 

The combination of quality journalism, audience insight, and ownership is what has allowed JWS to grow sustainably, and what will continue to drive women’s sports media forward.

If you’re ready to build your media empire today, try beehiiv for free.