The GIST

The GIST is a Canadian sports media company addressing a significant gap in the sports media landscape. Founded in 2017 by three college friends and former financial industry colleagues, Ellen Hyslop, Jacie deHoop, and Roslyn McLarty, the company was born from the observation that traditional sports coverage predominantly caters to a male audience, leaving many fans feeling underserved. They identified a market opportunity where less than 4% of sports media coverage was dedicated to female athletes and less than 14% of sports journalists were women.

The company's mission is to level the playing field by providing equal coverage to both women's and men's sports and centering female and non-binary voices. The GIST's core product is a multi-times-weekly newsletter that delivers the most important sports news in a digestible, witty, and engaging format, designed to be read in under five minutes. This content is delivered with a distinct female perspective, making sports more accessible and relatable to a broader audience. In addition to its main newsletter, the company offers specialized newsletters for the sports business and college sports, a podcast called "The GIST of It," and maintains a robust social media presence.

The business generates revenue primarily through strategic brand partnerships. Rather than relying solely on traditional sports-endemic sponsors, The GIST has successfully collaborated with a diverse range of brands, including Nike, Bumble, the NBA, Netflix, and Lululemon, that want to authentically connect with its audience. This strategy has led to significant financial growth, with reported revenue increasing 20x in two years. The company operates on a venture capital-backed model, having raised over $2 million through various funding rounds and incubator programs like Techstars and Comcast NBCUniversal LIFT Labs Accelerator. The founders were recognized on the Forbes 30 Under 30 list in 2020 for their impact on the media industry. Having surpassed one million newsletter subscribers, The GIST continues to expand its reach and influence, demonstrating a clear demand for its inclusive approach to sports media.

Keywords: sports media, female-founded, women in sports, sports newsletter, digital media, content platform, brand partnerships, venture capital, sports business, inclusive content, fan engagement, sports journalism, media innovation, equal coverage, sports community, Jacie deHoop, Ellen Hyslop, Roslyn McLarty, newsletter advertising, sports marketing