Over the past few weeks, I have spent serious time studying the professional women's volleyball landscape in the United States.

I spoke with agents, club directors, league insiders, international coaches, and owners.

What I walked away with is not pessimism, it's clarity.

There is real momentum around women's sports. There is real opportunity in volleyball. But there are structural forces shaping this moment, and they matter for everyone building the sport at the grassroots level.

This article isn't about being for or against professional volleyball. It's about understanding the ecosystem.

Photo by Mitchell Soeharsono on Unsplash

Three Professional Models – Still an Experiment

Right now, the U.S. does not have one unified pro structure; it has multiple experiments.

City-Based Franchise Leagues
Home-and-away format, local ownership, salary caps, city identity. This is the traditional pro model: build local brands, sell tickets, secure sponsors.

Centralized Grassroots Integrated Model
Stronger league control, tighter youth alignment, distributed resources. This model bets on connecting grassroots and pro under one umbrella.

Athletes Unlimited
Short season, centralized location, weekly redrafts, no permanent franchises. This model focuses on a condensed showcase rather than building city identity.

The takeaway: professional volleyball in the U.S. is still experimenting. That's normal; every major league went through it. But experimentation means equilibrium has not yet been found.

The Year Two Test

Launch energy is not the same as sustainability. We saw this in women's basketball. Unrivaled, the 3-on-3 league founded by WNBA stars, launched with strong buzz and solid early attendance. Year One looked promising. Year Two? Viewership declined significantly. Some events drew crowds, but broadcast numbers softened. Curiosity drives year one; habit determines year two. Professional volleyball will face the same test.

The Base Sport Advantage

Successful women's leagues in soccer and basketball sit on top of massive existing fan bases. Soccer is the most followed sport globally; basketball is deeply embedded in American culture. Both benefit from established men's leagues. Volleyball is incredibly strong at youth and college levels. But professional volleyball culture in the U.S. is still thin. Pro volleyball isn't just building teams – it's building professional volleyball culture. That's heavier lifting.

NIL Has Reshaped the Pipeline

This may be the most disruptive shift. Top college volleyball players now earn meaningful NIL income. High five figures are common at elite programs; low six figures are possible in certain cases. Meanwhile, some professional teams operate under roughly $1.2 million team caps. With 14 to 16 players, salaries compress quickly.

Now picture this: a 21-year-old All-American earning strong NIL money, a veteran international player used to $120K overseas, and a tight cap trying to accommodate both. Professional volleyball now competes not only with Europe; it competes with college. And college is not stepping back.

The Transfer Portal Effect

Today's athletes grow up in transfer mobility, market-based leverage, and annual negotiations. That fosters confidence, but it complicates team building. The most sustainable teams are built on retention: continuity, culture, lower acquisition costs, higher lifetime value. Retention is cheaper than acquisition. But the modern system rewards movement. Professional volleyball will have to navigate that tension carefully.

College's Hidden Advantage

College volleyball has something professional volleyball does not: institutional identity. When BYU makes a run, alumni watch; when Nebraska plays, a state tunes in; when Texas advances, alumni loyalty activates. College fandom is identity-based. Professional fandom must be built. Assuming automatic fan transfer from college to pro is risky. That conversion takes time and strategy.

Photo by Mitchell Soeharsono on Unsplash

Meanwhile at the Grassroots Level

While professional leagues experiment, another part of the sport is experiencing something different: demand that exceeds supply. Youth participation is strong, schools want programming, families are looking for structure, entry-level pathways remain underbuilt. Professional leagues inspire; grassroots systems sustain. They operate under different economic physics. One depends on ticket sales and sponsorships; the other depends on retention, margins, and community integration. Both matter, but they are not the same business.

The Bigger Question

The question is not whether professional volleyball will succeed - it may. The real question is how we build the sport wisely at every level while the professional model finds its footing.

Professional leagues will rise or adjust based on revenue, discipline, leadership, and time. That process will play out. But the long-term health of volleyball will not be decided only in arenas. It will be shaped in gyms, in school programs, in beginner leagues, in the way we retain families, and in the systems we build that allow participation to scale without losing quality.

If we build strong foundations at the youth and club level, the professional ceiling rises naturally. If the base is fragile, no professional structure can compensate for it.

This is not a competition between levels of the sport. It is a reminder of sequence: build participation, build retention, build culture, build operational discipline. The professional stage will reflect the strength of what sits beneath it.

And right now, at the foundation, volleyball has real momentum. That is worth paying attention to.

Do you know what’s transforming sports like volleyball?

Private investment is becoming a game-changer. As private equity (PE) firms explore niche sports, volleyball emerges as a promising frontier. Its global appeal, rising participation, and underdeveloped professional markets present unique growth opportunities. But how can volleyball organizations attract private equity and ensure they’re ready to thrive?

Let’s dive into the details👇

Why Volleyball is a Hotspot for Growth

With over 800 million fans globally, volleyball is one of the world’s most beloved sports. Its wide-reaching popularity and record-breaking viewership for recent events like the 2024 Volleyball Nations League underscores its growing potential.

Volleyball's unique advantages include:

• Diverse Audience Appeal: Balanced interest across genders and strong youth engagement.

• Olympic Spotlight: Billions of viewers tune in, cementing volleyball as a cornerstone Olympic event.

• Room for Expansion: Volleyball has untapped markets and opportunities for new formats, unlike saturated sports like soccer.

Preparing Volleyball Organizations for Private Investment

Private investors prioritize organizations that exhibit scalability, profitability, and a vision for growth. Here’s how to align your organization with these expectations:

1. Optimize Operations

• Transparent Governance: Create clear decision-making processes and financial solid reporting to build investor confidence.

• Leverage Data: Use analytics to measure player performance, fan engagement, and market trends for actionable insights.

2. Develop a Powerful Brand

• Professional Identity: Strengthen your organization’s branding, ensuring consistency across logos, campaigns, and communications.

• Engage Fans: Use social media, storytelling, and live events to cultivate a loyal audience that appeals to sponsors and advertisers.

• Merchandise Expansion: Boost revenue by diversifying into apparel, accessories, and collectibles.

3. Invest in Infrastructure

• Modern Facilities: Upgrade arenas, training centers, and fan spaces to improve the experience for athletes and spectators.

• Embrace Digital Transformation: Implement streaming platforms, fan engagement apps, and other digital tools to enhance reach and monetization.

4. Focus on Talent Development

• Youth Programs: Collaborate with schools and communities to nurture young talent.

• Athlete Storytelling: Highlight your players' journeys and achievements through creative media campaigns to inspire fans and attract sponsorships.

5. Forge Strategic Partnerships

• Governing Bodies: Align with volleyball federations to leverage their resources and networks.

• Corporate Sponsors: Secure brands that share your values to provide financial backing and promotional support.

• Community Integration: Position your organization as a local volleyball hub, building grassroots loyalty.

Why Now is the Time for Volleyball

The sport’s rising global profile and untapped potential make it an attractive investment opportunity. However, success hinges on preparation. By focusing on governance, branding, infrastructure, talent, and partnerships, volleyball organizations can seize this moment to grow sustainably and profitably.

By preparing today, you can position your organization as a leader in volleyball's exciting future.

Do you know what’s setting the stage for an exciting evolution in volleyball?

Leadership.

The convergence of innovative minds like Hugh McCutcheon as FIVB's Secretary General and John Speraw as CEO of USA Volleyball signals a transformative chapter in the sport.

Let’s Dive In👇

The Rise of Visionary Leaders

Hugh McCutcheon and John Speraw have significantly impacted volleyball through their extensive coaching careers.

Originally from New Zealand, McCutcheon led the U.S. Men's National Team to a gold medal at the 2008 Beijing Olympics and the Women's National Team to a silver medal at the 2012 London Olympics. He later served as the head coach for the University of Minnesota's women's volleyball team from 2012 to 2022, fostering a modern mindset among young athletes. Wikipedia

Speraw, a former UCLA middle blocker, transitioned into coaching and led the UC Irvine Anteaters to three NCAA National Championships. He returned to UCLA in 2012 as the men's volleyball head coach, guiding the team to national titles in 2023 and 2024. His collegiate coaching experience has kept him closely connected with the evolving perspectives of young athletes. Wikipedia

Key Opportunities for Volleyball Growth

1. Strengthening Global Collaboration: McCutcheon’s role at FIVB presents a unique opportunity to align international volleyball strategies, fostering innovation and inclusivity across federations.

2. Elevating USA Volleyball’s Impact: Under Speraw’s leadership, USA Volleyball can expand its reach by enhancing youth programs, increasing diversity, and investing in the next generation of athletes and coaches.

3. Driving Fan Engagement: Both leaders prioritize building connections between the sport and its audiences. By integrating technology and enhancing the fan experience, they can elevate volleyball’s profile globally and in the U.S.

Macro-Trends Shaping the Sport

• Digital Transformation: FIVB and USA Volleyball share the goal of modernizing platforms for competitions, training, and fan interaction.

• Sponsorship Growth: The influence of leaders like McCutcheon and Speraw can attract new partnerships and funding opportunities for volleyball.

• Event Accessibility: Emphasizing inclusivity in events will help volleyball reach underrepresented communities and foster broader participation.

What’s Cool Is This...

This era of leadership has the potential to unlock unprecedented growth. The sport can transcend its traditional boundaries, with McCutcheon championing global strategies at FIVB and Speraw leading USA Volleyball’s national initiatives.

The focus isn’t just on competitive success—it’s on creating a thriving volleyball ecosystem that benefits players, fans, and stakeholders.

Looking Ahead

Volleyball is undergoing a leadership-driven transformation. The initiatives spearheaded by McCutcheon and Speraw can solidify volleyball as a mainstream sport in the U.S. while elevating its global presence.

The takeaway? This is the perfect time to be involved in volleyball—whether as a player, fan, or business leader.

Here’s the game-changer in youth sports:

The latest "State of Play 2024" report is loaded with insights into youth sports participation trends across the United States. The big question? How can volleyball programs use these insights to adapt and grow in today’s changing sports landscape?

Let’s dive in👇

Key Participation Trends to Watch

The report highlights some significant shifts in how young athletes engage with sports. Here’s what stands out:

• Team Sports Are Bouncing Back
  Team sports participation among youth in 2023 has reached its highest since 2015, a positive signal for volleyball programs nationwide. This recovery shows a renewed interest in organized sports as young people return to team environments post-pandemic.

• A Surge in Girls' Participation
  Girls' participation in youth sports hit record levels in 2023, with 34% of girls aged 6-12 and 38% of those aged 13-17 regularly engaged in sports. This spike represents the highest involvement for girls in over a decade and creates a golden opportunity for volleyball, a sport that is already popular with young female athletes.

• Declining Participation Among Boys
  In contrast, sports participation among boys has been declining. For boys aged 6-17, participation has dropped from 50% in 2013 to 41% in 2023. Volleyball programs may need to rethink how to attract boys, possibly by creating programs focusing on athletic skill-building, competitive play, or mixed-gender formats that broaden volleyball's appeal.

• Racial and Ethnic Disparities in Participation
  Sports participation among Black youth dropped from 45% in 2013 to 35% in 2023, while Hispanic youth participation increased to its highest level since 2016. This calls for volleyball programs to prioritize inclusivity and reach out to underrepresented communities to create welcoming spaces for all players.

• Early Sport Specialization
  The trend of children focusing on one sport at an early age continues to rise, with young athletes averaging 1.63 per child in 2023, compared to over two sports a decade ago. For volleyball programs, this means offering general and specialized skill training paths to support athletes who want to focus on volleyball from a young age.

How Volleyball Programs Can Thrive Amidst These Trends

1. Design Programs that Attract Girls
   With girls’ participation rates at an all-time high, volleyball programs have a unique opportunity to build on this momentum. Offer clinics, all-girls teams, and events that cater to young girls, and consider mentorship programs featuring female volleyball players to inspire the next generation.

2. Encourage Inclusive and Accessible Volleyball
   With participation disparities among Black and Hispanic youth, volleyball programs should take steps to ensure accessibility. This can include outreach efforts in diverse communities, offering flexible registration options, and providing scholarships or community-based programs that reduce entry barriers.

3. Create Engagement for Boys through Diverse Programs
   Volleyball programs can explore ways to make the sport more appealing to boys by promoting its competitive and athletic components. Organizing mixed-gender teams, co-ed tournaments, or specialized skills clinics focused on power, agility, and teamwork can open volleyball to a broader audience.

4. Flexible Specialization Options
   Volleyball programs should consider offering both introductory and advanced training to accommodate varying levels of commitment. Specialized clinics, private lessons, and development leagues can give young athletes the flexibility to grow with the sport, whether they are beginners or dedicated volleyball players.

Leveraging These Insights for Volleyball Program Growth

Volleyball program managers and owners can use these participation trends as a roadmap to enhance outreach, inclusivity, and the appeal of their programs. Building pathways that resonate with young athletes' current interests will create growth, attract new players, and ensure volleyball’s place in the youth sports landscape.

What’s Next?

The “State of Play 2024” report makes one clear: Youth sports are evolving, and volleyball programs responsive to these trends will be better positioned to succeed. Aligning with these participation trends will help volleyball programs capture the enthusiasm of young athletes, expand reach in diverse communities, and foster a supportive environment for all players.

The key takeaways?

• Grow Female Participation: Build fun, inclusive, and empowering programs for young girls.

• Foster Inclusive Programs: Reach out to underserved communities with accessible programming options.

• Adapt to Early Specialization: Offer general and advanced training paths to attract focused athletes.

By making these shifts, volleyball programs can participate in this youth sports resurgence and continue to thrive.

You know what’s changing the game?

The use of data in volleyball program management.

What once relied on instinct and experience is now driven by metrics, analysis, and targeted insights. From youth leagues to competitive training, data is taking center stage.

Let’s Dive In 👇

The Power of Data in Volleyball

I faced a significant challenge when I stepped into my role at the Northern Virginia Volleyball Association (NVVA). Despite $3 million in revenue, we were losing money. Why? We lacked control over cash flow, expenses, and the ability to pinpoint our most profitable programs.

Today, NVVA’s story has flipped:

• $2.25 million in revenue with consistent net profits of $200,000 to $300,000.

• Staff salaries totaling over $550,000.

• A 43,000-square-foot facility running at total efficiency.

So, what made the difference? Data.

The Core Drivers of Success

Here’s how leveraging data transformed NVVA’s operations:

1. Financial Clarity Data analysis helped us identify which programs generated the best margins and where to cut losses. By shifting resources and realigning our budget, we moved from operating at a loss to sustaining annual profits.

2. Targeted Marketing: Gone are broad, untargeted promotions days. We now segment athletes by their skills and send them tailored invitations. For instance, kids needing improvement in serving receive invites to serving-specific clinics. This targeted approach has boosted registrations by 30%.

3. Productivity Boosts: More data brought better efficiency. Analyzing FAQs and client interactions allowed us to automate responses and improve customer service workflows. The result? Happier clients and a more productive team.

Macro-Trends That Shaped Our Growth

These trends played a crucial role in our success:

• Custom Training Programs: Data-driven insights allowed us to create more personalized training programs, ensuring players get exactly what they need.

• AI and Automation: Integrating AI with data analysis has enhanced our service and productivity, from customer interactions to program scheduling.

• Geographic Insights: We now use GPS and demographic data to understand community needs and adapt our programs accordingly.

Shifting to a Data-Centric Model

While traditional volleyball management relied heavily on intuition, the future is data-centric. Here’s what worked for us:

• Data-Driven Decision-Making: We’ve embedded data into every decision-making layer, from tracking attendance to analyzing lifetime value.

• Enhanced Member Retention: Leveraging attendance reports helps us adapt our programs and improve client retention.

What’s Cool Is This…

This data-first approach stabilized NVVA financially and positioned us for long-term growth. It’s not just about the numbers; it’s about understanding the story behind them.

Side Effects of Data Integration

Data has unlocked other opportunities:

• Personalized Marketing: Segmenting based on skills and behaviors leads to better-targeted promotions.

• Financial Stability: Understanding high-margin programs improved our budget and reinvestment strategies.

• Community Reach: We’ve used demographic data to expand programs into underserved areas, making our offerings more inclusive.

Looking Ahead

Data isn’t just a tool; it’s the backbone of modern volleyball program management. The key takeaways?

• Treat Data as Your Court General: The guide directs your strategy.

• Automate for Efficiency: Save time and resources with data-backed automation.

• Know Your Audience: Personalized, data-driven marketing wins every time.

• Invest in the Right Tools: From API integrations to platforms like Airtable, tech makes data actionable.

As the sports industry evolves, volleyball programs embracing data will stand out. The future is creating experiences that blend data insights with personalized, engaging programs.

The sports industry is buzzing, and volleyball is no exception. The programs that embrace data, automation, and personalized engagement will thrive. Keep an eye on the trends, and let data be your winning strategy.

Remember: The market is growing, and there’s a world of opportunity waiting for those who are ready to innovate.