Hi, I'm Ashley.

I've spent more than 20 years helping individuals and organizations build healthier, stronger cultures through leadership development, education, and wellbeing initiatives. Along the way, I've had the opportunity to partner with organizations across the country, including helping develop and expand wellbeing initiatives within high-level collegiate athletics.

But some of the most meaningful lessons I've learned haven't come from my professional work — they've come from life as a sports parent, booster club president, and aunt. Like so many families, I've spent countless hours in gyms, studios, and competition venues cheering on the young athletes I love. And through those experiences, I've witnessed both the incredible beauty — and the very real challenges — that come with youth sports.

In many ways, Character in Competition began in a parking lot after one of my niece's basketball games.

We were talking after the game, and I found myself reflecting on something I've seen time and time again in youth sports: while practices and competitions build skill, some of the most defining moments for young athletes happen in between — the conversations with teammates, the reactions after hard losses, the way girls support (or sometimes struggle with) one another in high-pressure environments.

At the same time, I was also watching something unfold on a much bigger stage. During the 2026 Winter Olympics, I found myself inspired by something bigger than medals. I watched women competing at the highest level support and celebrate one another, proving that excellence and encouragement can coexist.

That moment stayed with me.

Combined with my experiences as the parent of a competitive dancer and gymnast, I kept coming back to a simple question:

What if we were more intentional about what happens in between the routines, scores, and trophies?

The truth is, it's not the routine, score, or trophy — it's what happens in between that shapes who they become.

That's why I created Character in Competition.

I believe the greatest victories in sports aren't always measured by medals and titles, but by the confidence, connection, and character our athletes carry long after the season ends.

That's why we're committed to empowering girls in competitive sports to build confidence, connection, and character. Because developing strong athletes starts with developing strong humans.

My goal isn't to replace the incredible work coaches, directors, and parents are already doing. It's to come alongside them, helping reinforce the life skills that allow young athletes to thrive both in competition and in life.

Because years from now, our daughters won't be remembered for every trophy they won or every score they received. They'll be remembered for who they became along the way.

Ashley