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Phiwe Tsholetsane believes the world would be a different place if more women were willing to multi-task.

This dynamic 27-year-old, who has been married for seven years, is Athletics South Africa’s Manager: Events, Marketing and Communications.

One of her top priorities is to create a positive public image for ASA and its athletes.

Phiwe’s job is tough, but exciting, and she works hard as she puts on top class events, markets athletics, and communicates with the media.

She says the love and support of her husband, Monkwe, makes all the difficult times more bearable.

One of her role models is Wendy Luhabe, who she describes as “the most influential businesswoman in this country”.

Phiwe’s belief is that women who aspire to be like men have no ambition and she urges women to educate themselves and communicate better.

She has traveled the world but still maintains South Africa is the best. She says: The grass is not always greener on the other side.”

Introducing gsport’s Woman in Media for February, ASA’s Manager: Events, Marketing and Communications, Phiwe Tsholetsane.

What does your job entail?

Organising and managing national events for road running, cross country and track and field.  Marketing events and all national activities of Athletics South Africa.

Positioning the ASA brand and making sure that it is out there in the marketing and is recognised by athletes, media and the public.

Communicating the voice of ASA and Athletes to the media and public, and putting our athletes on the map.

Liaising with all ASA sponsors and making sure that they get the returns that they expect and more in different events and programmes that they sponsor at ASA.

What is the ASA¹s stance on the role of women athletes?

Athletics, like most sporting codes, has a shortage of strong women athletes in all our three codes.  ASA has though embarked on a conscious campaign to rope in women to participate or compete in the sport of athletics. 

We have the women’s commission that looks after programmes that encourages women participation, as well as the middle and long distance squads that support women financially, physiologically and mentally to make sure that they become the best athletes that will represent this country abroad.

Do you get opportunities to travel on the job?

Yes definitely.  The ASA events are staged in all corners of this country and my role is to make sure that those communities benefit from the presence of these events in their neighborhood by donating to charities and involving community volunteers and local athletics officers.

So, I need to be there with my team to make sure that things do happen and they are properly managed. 
I also occasionally travel internationally to learn new trends of how thing are done and how best we can implement them to keep athletics diverse and exciting for all the up and coming athletes, and also to make sure that we are rated with all the best countries in the world in terms of brilliant events and that our athletes give ultimate performance.

What do you like about that, and what don¹t you like?

One gets to see the world and the country and how people do things and it’s fresh to see how people get things done in a different way than you know how.  But most importantly you get to love South Africa even more.

I pity people who want to leave this country and challenge them to go to at least three different countries for a period a month each and see if they will still want to leave RSA?

I say “The grass is not always greener on the other side; you just need to use a good pair of sunglasses and re-look at it carefully”.

What do you love most about your job?
•    Interacting with different people everyday and dealing with people of all spheres and levels of life.
•    Discipline and personal growth that comes with it.
•    Knowledge that you cannot acquire from any textbook.

How do the athletes relate to you?

Very well, they have respect and acknowledgement of how my position can enhance their public image.

We have a development department that looks after their performances and wellbeing, so I’m off the hook on that one.

What has been your fondest career highlight so far?

The one I’m at now!

gsport aims to promote the profile of women in sport. Do you believe women have a place in sport?

Yes definitely we just need to me more committed, more aggressive in dealing with women issues in sport.
We should open more forums so that women can know where to find help or how to get involved in sport.

Even have a ‘find employment’ or ‘find a coach’ or ‘find your sport’ column on the website.

How can we improve the state of women¹s sport in South Africa?

By encouraging women to do even more multitasking than ever before. Cook, look after kids or siblings, and go training twice a day.  Women are popular in multitasking so let’s do it our way!

Women should have their own forums eg. gsport and others, and their own fitness magazines.

We should not in the process aspire to be like men or have men role models in sport because any woman who aspires to be a man has no ambitions, period!

What would your ideal job be?

Brand Management:  It is a very large part of my current job.  I am passionate about brands.

I read every billboard and every street pole advertisement that I come across, even informal graffiti on dirty walls, I always see a good branding opportunity in every visual thing.

When is your birthday?

01 October 1979

What is your star sign?

Libra.  But I don’t read stars because they are called Stars of Zodiac and not of Phiwe, so I don’t really know who they are meant for, I’ve never even known that Zodiac guy before anyway!

Favourite sports stars:

All dedicated athletes from ASA.

Favourite stadium:

Secunda Sports Stadium:  It has excellent facilities and the community there enjoys and supports athletics!

gsport’s theme for February is LOVE. Is their anyone special in your life? Tell us what makes the relationship special:

Yes, my husband Monkwe of 7 years (I got married at 20).  He is always there for me when my challenging career gets the better of me.

When the event I have put all my sleepless nights into, does not go according to plan, he is always there to encourage me and tell me that I’m still the best in the business.

The family that prays together, sticks together!  And he has done both.

Who are your role models?

My grandmother who has solutions for absolutely everything.  Wendy Luhabe who is the most inspirational business woman in this country, well, according to me.

Advice for women who aspire to have a career in communications?
•    Education is key!
•    Teach yourself to communicate well with your immediate audience i.e. family, friends, etc.
•    Do not let your womanism keep you down, just go out there present yourself well.