How She Moves Rugby is Advocating for Sustainable Careers for Springbok Women
“Women shouldn’t have to fight twice as hard to be taken seriously,” says Monya Greyvenstein of She Moves Rugby agency. As founder and managing director, she and her all-female team are driving significant change in the industry. Their focus is on building sustainable careers for female athletes and advocating for women’s rugby as a professional field.
The agency represents several Springbok Women players, including Ayanda Malinga, Jakkie Cilliers, Catha Jacobs, and Maceala Samboya.
“From my experience in the industry, it’s clear that while progress has been made, much work remains. Visibility from major brands and tournaments can create the impression that equality has been achieved and that women are paid, supported, and valued equally.
She Moves Rugby Managing Director, Monya Greyvenstein
The reality is very different. Despite strong World Cup performances and increased media exposure, many female athletes continue to be underpaid or unpaid, and systems remain fragile. We’ve had to actively work to secure playing contracts for Springbok Women in their own home country after a Rugby World Cup, that alone shows how much work is still needed”, Greyvenstein told gsport.
She went on to say that being an all-female industry enables them to champion the women’s game resolutely.
“An all-women agency allows us to advocate without compromise, whether that’s around contracts, player welfare, media exposure, or commercial value. It creates a space where female rugby players are understood, respected, and represented properly, not as an afterthought, but as professionals with real careers.
Greyvenstein shared with gsport that She Moves Rugby Agency was born out of a very personal experience. She was faced with some difficulty early on in her career, but rather than letting it set her back, she helped it fuel her dream and realise her true passion.
“When I first started as a rugby agent, I had to stand my ground firmly just to be allowed into the space. Early on, despite having passed my accreditation, another agent reported me to SARU, which resulted in a disciplinary hearing. It was an incredibly intimidating experience. I was scared, isolated, and forced to prove that I wasn’t doing anything wrong.”
of She Moves Rugby agency.
“Although some male agents did stand up for me, I couldn’t ignore the feeling that this situation existed because I was a woman entering what is still very much a boys’ club. At the time, I was working largely with Varsity Cup players, a competition I remain deeply fond of, and young athletes I care about immensely. Going through that process cost me athletes and momentum, but it also gave me clarity.”
“I realised that no woman in rugby should feel as alone or as exposed as I did in that moment. She Moves was created to be a space where female rugby players are represented, protected, and taken seriously, a professional agency built specifically to ensure women don’t have to fight the same battles just to belong.”
She says navigating the industry as an all-women agency has been interesting in many ways, but she has been pleasantly surprised by who has shown their support.
“The start was difficult, as I’ve mentioned, but I’ve also received support from places I didn’t expect. Some male agents have referred female players to me or assisted by opening doors with unions abroad where they already have established relationships. That kind of professional collaboration has mattered.”
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One thing that she has picked up on is “the more we work in the industry, the clearer it becomes how much work still needs to be done.” This can be said in general when it comes to women’s sport and how, while there has been progress, a lot more needs to be done.
So what does it mean to Greyvensteyn and her team that they are the much-needed representation for women in the industry? Her answer is clear.
“Women’s sport is not underfunded as much as it is underestimated.”
“Female athletes have already proven themselves on the field and on the world stage. What’s missing is consistent belief and investment from decision-makers. Until South African domestic teams can afford to pay our national athletes respectable wages and offer secure contracts, we will continue to look for opportunities abroad for them.”
“The standard in countries like England, Canada, Australia, and New Zealand exists because women’s rugby there is financially supported, respected, and taken seriously. Old ways of thinking about where women “belong” in sport have been put to rest. Brands and investors in South Africa need to recognise the commercial value of female athletes and invest accordingly, not as a favour, but as a sound business decision.”
“Sport has always been a long-time passion for Greyvenstein, and this desire was nurtured during her time at school, being mentored by sports coaches. She feels that support has shaped her into the women she is now.”
“I always knew I would end up working with animals or sport. I attended an all-girls school in Bloemfontein, Oranje Meisieskool, where I was given countless opportunities to live out my passion for sport.”
“I excelled athletically and learned a great deal through my coaches, which is why I understand so deeply how important sport is for young girls, not just physically, but in shaping confidence, discipline, and leadership.
“Alongside that, I was the sports editor of the school newspaper and had opportunities to host events and coordinate initiatives, including rallying major brands to support fundraising efforts for children who couldn’t afford basic sports equipment like spikes. Even then, I was working at the intersection of sport, people, and opportunity.”
From what Greyvenstein has previously said, she continues to echo the same sentiment as She Moves Rugby Agency hopes to make meaningful change not just in the industry, but also to the women they represent. She says their goal is to keep pushing that momentum forward, through representation, visibility, and refusing to let women’s rugby be boxed into outdated thinking.
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“By being consistent and by speaking up, even when it makes people uncomfortable. Real change doesn’t happen quietly. Part of our role is to challenge perceptions, especially around who rugby is for and who belongs in the sport.
“I am very intentional about wanting to change young girls’ perceptions of rugby and remove the stigma that still surrounds it. South Africa has immense talent, and I don’t want girls who could excel to feel that rugby isn’t an option for them. One of the most powerful things about rugby is that it holds space for all kinds of athleticism, strength, speed, length, agility, power, and endurance. Every attribute matters. That, to me, is something incredibly special.”
While Greyvenstein is seen as pioneer of her industry, she shared that there are many women who inspire her and show her what it means to have grit and determination.
“I deeply respect women who have built credibility in spaces where they were never expected to succeed. On a daily basis, my own athletes inspire me. I get to witness their resilience, discipline, and perseverance up close, and that keeps me grounded in why this work matters.
Locally, women like Layla Arrison, Babalwa Latsha, Libbie Janse van Rensburg, Elma Postma, Aimee Barrett-Theron, and Dorothy Tsotsobe make me incredibly proud to be South African. Their consistency, leadership, and work ethic remind me that women’s rugby can absolutely succeed from here, if it’s properly supported.”
South African sportswomen often struggle to find agents and sponsors to help further their careers and she had this advice as to how female athletes can secure this.
“Treat yourself like a professional brand from the start. Have a proper, well-prepared media kit so that when an opportunity arises, you’re ready to present yourself confidently and professionally. Preparation matters.”
“Grow your social media presence intentionally and stay active in the industry. Visibility is important both on and off the field. Athletes today are competing for attention in the same digital space as influencers, so how you show up matters. Use your platform, share your journey, and don’t be afraid to be seen.”
“When opportunities do come, be professional and easy to work with. Set boundaries and don’t allow yourself to be taken advantage of, but understand that reliability and follow-through are crucial. If a partnership requires you to post, appear, or deliver on an agreement, do it properly. Consistency and professionalism are what turn opportunities into long-term support.”
Greyvenstein also made special mention of gsport who will be celebrating its 20th anniversary, and says their consistency in the industry has made them a force to be reckoned with.
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“Firstly, congratulations to gsport on reaching such an incredible milestone. Twenty years of consistent work in women’s sport is no small achievement.”
“gsport has played a pivotal role in shaping the narrative around women in sport in South Africa,” says Greyvenstein.
“Long before women’s sport was commercially popular or widely supported, they were amplifying stories, creating visibility, and giving women a platform to be seen and taken seriously.”
“Their commitment has helped open doors, shift perceptions, and build belief, not just among athletes, but across the industry.”
“Their impact is both historical and ongoing, and their work continues to matter deeply. Women’s sport in South Africa is better, stronger, and more visible because of what gsport has built over the past two decades.”
Main Photo Caption: She Moves Rugby founder Monya Greyvenstein is advocating for sustainable careers and fair pay for Springbok Women, proving that women’s sport is not underfunded but underestimated by decision-makers. All Photos: Supplied
Photo 2 Caption: “Women shouldn’t have to fight twice as hard to be taken seriously,” says Greyvenstein of She Moves Rugby agency.
Photo 3 Caption: As founder and managing director, Greyvenstein and her all-female team are driving significant change in the industry.
Photo 4 Caption: She Moves Rugby’s focus is on building sustainable careers for female athletes and advocating for women’s rugby as a professional field.
Crédito: Link de origem