Amie Sheridan, Founder of Discusses Sports and Entertainment, Daily Routines, and More

photo of Amie Sheridan with a quote

Driven entrepreneurs with a great idea can have the power to change the world. In this series from MGA, we interview founders and CEOs that are making a difference by launching innovative products and services which are changing the landscape of business, finance, content creation, fine art, and more.

Amie Sheridan is the Founder of, a membership program built to amplify the voices and visibility of women influencing sports and entertainment. The mission of WINS is to inspire rising female leaders and celebrate women’s wins as a team. In addition to WINS, Amie is a writer and executive strategist, and the voice of Amie held business development roles at the National Hockey League, Saatchi & Saatchi, and NBC Sports prior to founding WINS. In this interview, we hear from Amie Sheridan about the story of, entrepreneurial routines, and navigating the challenges of the pandemic. Learn more about WINS and the growing community of female leaders at

Can you tell us about How does it fit into the sports and entertainment industry? is a strategic PR and communications firm built to elevate the visibility of leaders in sports and entertainment across owned, earned, and paid channels. In order to survive and thrive in this business as a thought leader, brands, businesses and individuals must have a voice. helps leaders find their voices and showcase their expertise by joining the conversation.

Do you remember when you first had the idea for WINS? What inspired you to actualize it?

WINS is something that’s been inside my mind for years, and it wasn’t until the start of the pandemic that I began to bring it forth into reality. As my business evolved, it became clear to me that there was a need for more female voices in the media. The majority of my clients were female-owned businesses in sports and entertainment. This told me there was a problem that needed to be solved. Now, I serve those courageous women who have secured their places in the upper-level suites of the professional sports leagues and entertainment companies by connecting them to the opportunities that they have already earned — I am giving them visibility.

How did you first get involved or interested in the sports and entertainment industry? 

In college, I volunteered as a runner for an ABC Sports College Football Game in Virginia. Up to that point, it hadn’t occurred to me that sports is a real business with real job opportunities. I quickly shifted my thinking, picked up a business minor, and got my first job in New York City at an advertising agency. From there, I applied like crazy to any and all entry-level sports business jobs and was fortunate enough to land one at the NHL!

How did you begin allocating resources to build your team and/or your platform? How did you prioritize?

For years, I was the only member of my team. Then, I started adding interns — one per summer — to help me do small things. When the pandemic hit, it was clear to me that I could not do it all alone, and so I brought in my first team member, a PR strategist, to assist in securing media opportunities for my clients. This proved to be one of the most important moves I’ve ever made, and it’s allowed me to be much more quick and nimble in building my client list and winning for my clients.

Who are the female entrepreneurs that you look up to?

Any woman who runs her own business is a hero to me. Being a founder is no small task, and it can be very challenging (not to mention exhausting) for women who are juggling responsibilities. In sports and entertainment, there are a few women that come to mind; Molly Mullady Arbogast, POV Sports Marketing; Sue Thaden, From Now On; Angelina Lawton, Sportsdigita; Priya Narasimhan, YinzCam, to name a few.

Do you have a daily routine or things you do every single day? If so, please tell us more.

Being a mother and a founder during a pandemic makes routines challenging; however, the one thing I try to do each and every day is check three things off my list. Small wins lead to big wins, and on days that I don’t have the bandwidth for a ton of productivity, I move the ball forward just a little bit so that I feel accomplished that day.

Do you have any advice to share with other entrepreneurs with regards to growing a brand or business?

Don’t you dare quit.

What’s your favorite book, and why?

Stephen King’s “On Writing” is one that I could read hundreds of times. This book made me a better writer, and it helped me gain perspective on the writers’ mindset—during the time that I was trying to make the leap into freelancing. On Writing takes the reader inside the head of a creative genius, from his own perspective. Not only does King humbly share some of his writing secrets—but he also shares stories about his life, his struggles, and his why. 

What is your biggest piece of advice for young women starting in the sports and entertainment industry? 

Look at this business as the playing field. Every day is a competition. If you want to win the championship, you’ll need a strategy… and a large network of supporters to keep you moving forward. Start somewhere and work your way toward the end goal, one small step at a time.