We were lucky to catch up with Chelsea Fishman recently and have shared our conversation below.

Chelsea, thanks for taking the time to share your stories with us today What’s the backstory behind how you came up with the idea for your business?

I’ve been fan of women’s sports my entire life. I grew up with posters of the USWNT 99ers on my wall. I’ve also just always played sports, so I’ve always loved supporting and celebrating female athletes. Today, there are so many incredible teams and athletes out there, but society has been slow to fully recognize, highlight, and invest in them.

A couple of years ago, I had the chance to attend the Women’s World Cup in Sydney and participate in a women’s equality summit featuring legends like Billie Jean King and Brandi Chastain. It was an unforgettable experience, sitting in a room filled with brilliant pioneers as they discussed pressing issues around women’s sports, equality, and justice. It was one of the most inspiring afternoons of my life. As I listened, I couldn’t help but think, *These conversations are so important—life-changing even. I wish there was a place to have discussions like this regularly.*

Fast forward a few months, and it was impossible not to notice the momentum building around women’s sports. Viewership was on the rise, women’s sports bars were popping up, and the movement for equity in sports was stronger than ever. Yet, I still couldn’t find a space that truly fostered those powerful conversations and championed women’s sports in a meaningful way.

That’s when Jolene Jolene was born. I wanted to create a space where fans could come together—not just to watch games and support female athletes—but also to have those inspiring conversations that push women’s sports forward and spotlight the ongoing fight for equity. Atlanta is an amazing sports town, and we deserve a place that celebrates our local women’s teams and welcomes fans from all walks of life. Jolene Jolene is that space: a community-driven hub that champions women in sports and inspires connection, progress, and celebration.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Of course! As I mentioned, I’ve always had a deep passion for women’s sports. Growing up an athlete and playing soccer at the collegiate level, I’ve seen firsthand the dedication, talent, and challenges that female athletes face. Women’s sports are more exciting and competitive than ever, yet they still lack the recognition and support they deserve. That passion, combined with years of experience in marketing and women’s sports, inspired me to create Jolene Jolene.

Jolene Jolene is more than just a sports bar; it’s a community. We host watch parties for local and national women’s teams, provide a space for inspiring conversations about equity and progress in women’s sports, and offer a unique environment where fans of all kinds feel welcome. From delicious food and drinks to events and merch that embody the spirit of women’s sports, everything we do is designed to foster connection and pride in this movement.

What sets Jolene Jolene apart is that it’s the first of its kind in the Southeast—a place where women’s sports take center stage. We’ve built a loyal and engaged community that actively participates in our events, supports us by purchasing merch, and continues to cheer on this mission with us. I’m incredibly proud of the community we’ve created, the energy and excitement we’ve built around women’s sports, and the role we’re playing in pushing the movement forward.

At its core, Jolene Jolene is about championing women in sports, celebrating progress, and fostering a space where every fan feels seen, inspired, and part of something bigger. To anyone who shares that passion, we’d love to have you join us!

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Keeping in touch with our community is deeply personal at Jolene Jolene, and it all starts with something as simple as knowing people’s names. Building relationships is at the heart of everything we do because Jolene Jolene isn’t just mine—it belongs to all of us.

I make it a point to get to know the people who show up to our events, engage with us online, and support our vision. Whether it’s learning what brought someone to their first watch party, hearing their favorite moments in women’s sports, or understanding what they want to see in this space, every interaction matters.

By listening and learning about our community, we ensure that Jolene Jolene reflects what people care about most. We want this to be a space where everyone feels a sense of ownership and pride—where their voices are heard, their ideas are celebrated, and their passions are highlighted. At the end of the day, Jolene Jolene thrives because of the people who believe in its mission, and we’re committed to building a space that truly feels like home for all of us.

We’d love to hear the story of how you built up your social media audience?

Social media is an unpredictable beast, but it’s also an incredible tool for building a brand. I launched Jolene Jolene’s socials very early because I knew creating a strong online presence was essential for gaining traction with the community and attracting investors. With my marketing background, this was a space where I knew I could see tangible results as I worked on building the physical bar.

At first, growth was slow, but once we nailed our branding and started promoting our Kickstarter campaign (pro tip: always set up Meta ads on a desktop to avoid Apple’s steep fees!), things began to take off. Connecting with other women’s sports bars across the country was also a game-changer. Learning what was working for them and sharing ideas helped us refine our own approach.

Another key strategy was networking locally. I cast a wide net to connect with influential women in Atlanta—not just to grow our audience but to build relationships, learn from their experiences, and strengthen our community.

Lastly, engagement is everything. Replying quickly to DMs or taking the time to interact with comments may seem like a small thing, but it goes a long way in making people feel seen and appreciated. Building a social media presence isn’t just about posting—it’s about fostering real, meaningful connections that help your brand grow organically.

Contact Info:

• Website: https://jolenejoleneatl.com/
• Instagram: https://www.instagram.com/jolenejoleneatl/
• Linkedin: https://www.linkedin.com/in/chelsea-fishman/