People often say that you can only really succeed at something if you truly
believe in it. Nearly 14 years ago, Linda Ferns left the comforts of Durban to
pursue a career under the auspices of Athletics South Africa (ASA) as Personal
Assistant to the then CEO, Bernard Rose. Her rise in South African sports
administration since then has been phenomenal.
Back in 1994
when Linda moved to Johannesburg, she instantly
fell in love with ASA’s vision for athletics and she became passionate about
seeing South Africa’s
athletes develop and represent our country with distinction internationally.
Her positive
attitude, her hard work, and her love for athletics saw her being promoted to
Events/Marketing manager in 1999. Just six years later, in 2005, Linda was
appointed General Manager of ASA.
It’s a
phenomenal rise for a woman who started off as a PA and she no doubt stands as
a role model for many women sports administrators in South Africa, who are still
struggling to find their feet in what continues to be a male dominated
environment. It’s not an easy role to hold as a woman but Linda takes things in
her stride and ensures that she always puts the needs of her athletes first.
What makes
Linda really stand out as a woman in sports administration is her perseverance
to be the best she can be. She is always up to date with matters concerning
athletics and often when interviewed in the media, gives off the impression
that she knows what she is talking about.
This leading
sports administrator is most passionate about anti-doping in athletics and
wishes that more could be done to educate our youth about the dangers of using
performance enhancing drugs.
Linda is
inspired by women who have endured hardships but have managed to overcome them
and live out their dreams. She counts US talk show host Oprah Winfrey
among her role models.
She believes
that women’s sport in South
Africa would improve with greater investment
from Corporate South Africa, especially from companies where women are the
CEO’s and leaders.
South Africa needs more strong female sports
administrators like Linda Ferns. She is not in it for self gain but more for
the love of athletics.
Introducing
gsport’s February 2008 Woman: inspirational sports administrator, Linda Ferns!
Linda, as General Manager of ASA, what
does your role entail?
I have been
General Manager since April 2005. My job is to ensure the smooth, effective and
professional running of the office of ASA.
What do you enjoy most about being ASA General
Manager?
The staff
and the athletes and the opportunities I have to meet so many wonderful people
who are involved with the sport of athletics.
What did you do prior to your involvement in
athletics?
I moved to
JHB in 1994 (from Durban),
and was employed as a PA to the then CEO of ASA (Bernard Rose). But for the
first time in my life I felt a part of a valuable cause. I fell passionately in
love with what ASA was doing for the sport and began to love watching our
athletes develop and represent SA internationally.
What is your advice to women keen to break into
sports administration?
Work hard,
never give up the will, get to know as many athletes as possible and keep your commitment
to them.
What have been some of your career highlights to
date?
Meeting
President Nelson Mandela at the World Cross Country Championships in 1996, in
Stellenbosch.
My growth at
ASA from a PA in 1994 to being promoted as the Events /marketing manager in
1999/2000 and reaching the position of GM in 2005.
Attending
the World Athletics Gala in Monaco
in 2005.
Attending
the World Championships twice, and having the opportunity to learn from some of
the world’s best sport administrators.
What challenges do you face as a woman in sport and
how do you seek to overcome them?
While it is
improving all the time, women will continue to be challenged by their male
counterparts in the business. Women approach matters / challenges differently
to our male colleagues, so we just need to persevere because the results will
be evident.
How would you rate South Africa’s female athletes
chances at this year’s Olympic Games?
We have as
good as chance as any other developing country. Our athletes must just focus,
and not "take their eye off the ball". South Africa is only 16 years old. Rome wasn’t built in a
day. We have some remarkable young women athletes in SA, and given the
opportunities, they will do wonders in the world.
It is just a
pity that Corporate SA does not invest more in our female athletes (as they do
the male athletes). Finances play a HUGE part in any athlete’s life, and the
federation can only do so much to help an athlete achieve her goals. But with
corporate backing an athlete can get so much further – after all, while it’s
the athlete doing the work, they do it for their country!
What can be done to further improve the state of
women’s sport in South
Africa?
Greater
investment from corporate South
Africa (especially from companies where
women are the CEO’s and leaders)
What are your hobbies?
The older I
get, the more my interests change. I have just started playing golf, and am enjoying
it. I have always loved photography, but don’t get as much opportunity to do it
anymore.
How do you keep fit?
I walk and
have recently changed my diet lifestyle to eating three meals a day.
What are your favourite spectator sports?
Athletics
(of course) and I have in the past enjoyed a couple of rugby games, and golf
tournaments
Who are your favourite sports stars
I just loved
Michael Johnson. He was unique in many ways, his style of running, his
achievements, the way he handled the media.
Hestrie
Cloete, her sense of style, and her ability to market and promote herself.
gsport strives to celebrate femininity. How would
you define femininity and what role does it play in your life?
The quality
or state of being a woman. It’s her essence. It helps keep you grounded.
What do you enjoy most about being a woman?
To be able
to wear a different pair of shoes and a different handbag every day! (sadly men
don’t have that pleasure). Dressing up, smelling nice and just being feminine!
What is the best career advice you’ve been given?
Love what
you do and never do anything for self gain; always put your staff first.
How do you find balance between your career and your
family life?
Very
difficult. In our business you have to have a great support system in your
family, and have a family that shares your passion and understands your job.
What inspires you?
Women who
have lived through hardships in the life only to come out the other end
successful: – Oprah Winfrey, Joyce Meyer
Who are some of the people who have supported you
throughout your career?
My mother,
always been extremely supportive.
What are you passionate about in sport?
I am
passionate about anti-doping in our sport. It saddens and angers me that some
athletes feel the need to turn to performance enhancing drugs in order to
promote their career.
It angers me
that some coaches abuse their athletes by giving them these drugs. It saddens
me that not enough is done to educate our youth about the dangers of using
performance enhancing drugs.
What is your greatest ambition?
To live an
honest life, and to be an example to others.
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