
Sports Business
MLB’s strategy to attract women? Go with the (Aunt) Flow
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May 23, 2026
ICYMI, The GIST launched our official MLB partnership this week with a striking data point: It’s the most-attended sports league by women fans. Women are feeling increasingly welcomed by America’s pastime — partially because stadiums across MLB are more inclusive than ever, thanks to additional accommodations and partnerships with companies like Aunt Flow.
This week, we spoke with Aunt Flow founder and CEO Claire Coder about the company’s partnership with MLB teams and how the league is considering women fans and their families with improved infrastructure, including access to free period care. About damn time.
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Earlier this year, players on a girls’ team had their privacy repeatedly violated when two members of a U-13 boys’ team entered their dressing room multiple times while the women were changing. A disciplinary panel later raised concerns not only about the incidents themselves, but how adults around the boys responded — including repeatedly characterizing the behaviour as an “unfortunate incident” rather than treating it as an opportunity for accountability and education. Inspired by Rick Westhead’s reporting, today co-hosts Ellen Hyslop and Steph Rotz discuss what happened, the troubling “boys will be boys” response, and why changing hockey culture has to start long before players reach the pros.



















