Curling Canada announces the official rebrand launch of Women in Curling, marking a pivotal step in advancing gender equity

The newly branded Women in Curling, previously known as the Women in Curling Leaders’ Circle, introduced a set of freshly formalized and structured initiatives to foster greater female representation at all levels of curling.

The rebrand reflects an evolved vision and a targeted strategic commitment to gender equity, diversity, inclusion and sport safety within the curling community.

Elaine Dagg-Jackson, the architect behind the original initiative, will continue her leadership as Chair of the Women in Curling Executive Council.

“This rebranding is not just a name change—it is a testament to our growth and the commitment to staying relevant and meaningful. We are intentionally offering a more inclusive and welcoming approach that will engage a diverse representation of girls and women who want to reach their potential through curling. I’m incredibly proud of our foundational work and excited about where we’re heading,” said Dagg-Jackson.

There’s a substantial platform to support the expansion; in five years the Women in Curling Leaders’ Circle has developed and piloted impactful female-focused programs and initiatives that engaged greater participation, promoted the power of sport and elevated the role of women in curling. Their hands-on leadership has brought forward programs such as Girls Rock, Coaches Rock, regional Women in Curling Summits, and the annual Women in Curling Conference at the Scotties Tournament of Hearts.  These are all direct outcomes from this group and lay the foundation to continue playing an integral role in advancing gender equity in curling.

A multi-year roadmap to gender equity

To sustain the long-term success of this initiative, Women in Curling has established a comprehensive multi-year roadmap. The Roadmap to Gender Equity in Curling (2024-2028) strategically outlines the group’s mission and vision and focuses on four key pillars to drive impactful change within the sport:

1. Healthy Participation

The goal is to increase participation among girls and women in curling, ensuring relevant and inclusive programs. Women in Curling aims to foster meaningful relationships with partners and advocate for equitable opportunities at all levels, from grassroots to elite.

2. Strong Brand of Curling

The group aims to enhance the perception of curling as a sport of choice for girls and women by leveraging key events, such as the Scotties Tournament of Hearts and National Girls & Women in Sport Day. Strategic marketing efforts will amplify these initiatives, highlighting curling as inclusive, enjoyable, and empowering.

3. Financial Health & Stability

The roadmap calls for exploring diversified funding opportunities and establishing a contingency reserve to ensure the sustainability of gender equity programs. This pillar focuses on long-term financial planning and accountability to stakeholders.

4. Organizational Excellence

Women in Curling is committed to establishing systems for monitoring progress and outcomes. The group aims to continuously improve and align with Curling Canada’s values and aspirations through regular assessments and the development of skill-based female leadership within the sport.

Call for Applications: Women in Curling Executive Council

In conjunction with the rebranding and roadmap launch, the Women in Curling group is announcing a Call for Applications for its new executive council.

The executive council is seeking applications for volunteer positions to lead in three key areas: Brand & Communications, Participation and Personal & Professional Development.

By fostering a collaborative and skill-based leadership structure, the executive council will play a crucial role in delivering on the goals in the Roadmap to Gender Equity.

These executive council positions are an exciting opportunity for individuals who want to contribute to the growth and success of women in curling, both on and off the ice. Women in Curling, as an extension of Curling Canada, will be instrumental in ensuring accountability, driving innovation, and creating a sport-wide culture that celebrates the achievements and aspirations of female curlers.

The application deadline is Nov. 17 and the selection announcements will occur on Dec. 13. For more details and to apply, please visit Curling Canada’s Women in Sport page.