Unofficial Partner Podcast UP536 Other People's Money: Bex Smith's thesis for women's football multi club ownership
Mar 3, 2026
Bex Smith, former New Zealand captain, World Cup and Olympic player turned founder of Crux Football. She outlines a multi-club plan focused on building day-to-day club growth, matchday and fan revenues, data-led recruitment and shared tech across teams. Discussion covers why club ownership drives sustainable scaling, choice of France and Sweden, and protecting player welfare while growing the women’s game.
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Planned Transition From Player To Football Executive
- Bex Smith planned for life after football while still playing and studied business and psychology alongside club roles.
- She retired after the 2012 Olympics with a damaged knee and then ran multiple FIFA women's tournaments as part of her transition.
Tournament Rules Were Designed For Men Not Girls
- FIFA's tournament requirements were copy-pasted from men's rules and often inappropriate for women's youth events.
- Bex added requirements like female medical/coaching staff and separate coach changing rooms after seeing 15-year-old girls with all-male teams.
Women's Clubs Need Independent Brand Strategies
- Women's club football must be run as independent brands because fan bases and commercial opportunities differ from the men's game.
- Bex cites Arsenal where up to 80% of women's match attendees are distinct fans, showing separate monetisation routes.