With the gsport initiative about to celebrate its eighteenth birthday, a massive milestone for South Africa’s premium women in sport platform, Founder Kass Naidoo reflects on the journey that has seen gsport become a pivotal force in advancing women’s sport.
“Wow, 18 years! It feels surreal because as much as the journey has felt long at times, we haven’t even scratched the surface of what needs to happen to advance women’s sport!”
gsport Founder, Kass Naidoo
“The more we progress, the more gaps we spot, and that leads to growth. It’s what I love about the work we do—everyone who is part of gsport earns while they learn and contribute towards raising the profile of women’s sport.”
When Kass first launched gsport, when supporting female athletes and administrators alike, was not fashionable, her vision was clear. “There was a lack of information about women’s sport which was holding back mainstream media coverage. Having achieved my dream of becoming a cricket commentator and having the platform I had, I wanted to use it to bring attention to the plight of women’s sport. The question was… how to do it.”
The challenge of starting an initiative in a space that was not well-supported was daunting, but Kass and her husband, Ryk Meiring, found a way. “Online media was starting to become a thing at the time, and with my husband working in the IT space and me in the media, we decided to pool our resources and knowledge to launch a website and start telling the positive story of women’s sport.”
‘Starting out was hard because we struggled to get people to understand what we were trying to do. We weren’t coming to critique them; we were actually wanting to celebrate them.”
The highlights of gsport’s journey, according to Kass, are deeply gratifying. “The big highlight is playing our part daily to change the narrative, to put women in sport in the spotlight, and to increase the value of women’s sport.”
The challenges have been significant, but the learnings have been invaluable. “We have learnt to keep it simple, which played a major part in gsport thriving during Covid-19. Our plan was simple—tell one story a day to raise the profile of women’s sport until live sport returned. When it did, we signed a host of sponsors because we had been working daily to keep the fire burning in women’s sport.”
Kass has been very instrumental as a mentor and a big sister to so many young women in sport broadcasting, many ladies tell stories of how they were not only inspired by her but how she brought out the best in them, to a point where today, some of them are holding their own as credible broadcaster in SA and abroad. The big questions is, who does she draw inspiration from?
“I look up to Penny Heyns because she is showing us what it means to be a super brand in women’s sport. It’s the reason she was the inspiration behind the initiative’s launch in 2006. I admire Caster Semenya’s resilience and focus. And I look up to each and every woman in sport who dares to dream her big dream in spite of the challenges and obstacles.”
For those navigating the industry, Kass offers this advice: “Be passionate about what you do. Work hard and become the best in your field. Then, take one step at a time towards your goal, knowing that along the way you will experience highs and lows that will build and shape you into the person you are today.”
Eighteen years in, this game-changer that is gsport continues to grow in leaps. Looking ahead, Kass’s ambition for gsport remains steadfast.
“I like that it has become a skills-building and employment initiative. I want us to always play a part in building the industry, elevating women, and giving them paid opportunities so they can build their careers. It’s a long road ahead, and we are deeply committed to the cause.”
As gsport marks this milestone, it’s clear that Kass Naidoo’s vision and dedication have not only shaped the past 18 years but will continue to drive the future of women’s sport.
Photo Caption: With the gsport initiative about to celebrate its eighteenth birthday (!) Founder Kass Naidoo reflects on the journey of taking consistent action to increase value in women’s sport and attract more corporate support. Photo: Andries Kruger
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