Digital platform usage amongst female sport technology entrepreneurs

Abstract

There is a tendency to imply most sport technology entrepreneurs are male, which is not always the case. Gender equality is becoming increasingly important in the sport and technology industry due to societal expectations and policy guidelines. Yet, most studies of sport technology entrepreneurs do not consider gender equality nor the role of femininity in sport technology entrepreneurship. This study adds to the existing literature by suggesting that femininity plays a key role in the success of female sport technology entrepreneurs particularly when they are using digital platforms for their business ventures. It is based on the individual differences theory of gender and information technology (IDTGIT) and gender entrepreneurship theory. Semi-structured interviews were conducted with twenty global female sport technology entrepreneurs that demonstrate that when faced with performance expectations regarding digital innovativeness, women tend to use their intuition, focus on opportunities and transform existing conditions. The findings indicate that women’s intuition and sensitivity navigates the gender inequality they face in the sport technology industry that can be used as a competitive advantage. The article discusses implications for digital platforms and sport entrepreneurship theory in terms of promoting more gender equality amongst sport technology entrepreneurs. This includes the recommendation that more consideration about gender characteristics be given when women sport technology entrepreneurs are developing digital platforms.