What is Changing the Narrative in Sport?
Changing the Narrative in Sport (CTN) is a community-focused initiative based in Lausanne, Switzerland, dedicated to redefining traditional narratives found in sports through its commitment to connection, education, and innovation.
With a vision to drive positive change, our mission is to develop inclusive, community focused initiatives that ensure everyone has an opportunity to actively participate in changing the narrative in sport.
Our Mission:
To connect, educate and inspire people by sharing stories and providing tools to facilitate game changing moves in sport.
Our Values:
Education
Creating fair opportunities and making progress in sport begins with education for all.
Innovation
Pushing boundaries, fuelling progress and redefining possibilities through innovation.
Collaboration
By sharing knowledge and working together we can achieve more and go farther together.
Inclusion
Fostering a diverse and inclusive environment that celebrates & empowers unique perspectives and talents.
Founded out of a desire to encourage everyone to be part of the conversation to make changes in sport.
Founded by Brontë Goodwin & Ruben Cohen during their Sport Management and Technology Master’s program in Lausanne. Brontë and Ruben decided to break the mould by creating the inaugural Changing the Narrative in Sport summit “Game Changers in Leadership”. With the goal to inspire action and bring about tangible change, this inaugural summit not only focused on women in leadership, but focused equally on the importance and impact of male allies in igniting positive change and elevating women in sport.
“We broke away from traditional women in sport events by inviting both male and female speakers, and encouraging men to attend. This was just the beginning of our goal to drive positive change in sport.”
Meet the CTN Team
Our team comprises of sports professionals with diverse backgrounds, all united by a shared commitment to driving positive change in the world of sports.
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Co-Founder
Brontë brings international experience in sport business development, marketing and inclusion. Her passion for working in sports began at age 12 during a tennis tournament, where she competed against boys as no girls were entered. This experience led her to a 7 year career in tennis in Australia before she moved to Switzerland to pursue a Master’s in Sport Management, eventually leading to her current role at the FEI. Brontë firmly believes in sports’ power to drive progress and community, inspiring the formation of Changing the Narrative.
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Partnerships Lead
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Co-Founder
Ruben started skating at 3 years old and continued to play hockey in Canada for the next three decades. With a bachelor’s degree in Recreational Management, he focused on various tactics to enhance inclusion and diversity in Canadian sports. After working in hockey, Ruben decided to expand his knowledge of sports at the AISTS Master’s in Sport Management, where he graduated with a focus on digital commercialisation and gender inclusion. Following his Master’s, Ruben worked for the IIHF in the development and marketing departments. Through Changing the Narrative, Ruben aims to foster meaningful conversations for all people in sports.
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HerStory Campaign Lead
With over a decade of international experience as a professional badminton player, specialize in cultivating athlete brand images through social media activation and leveraging influencer marketing for enhanced brand recognition. Her background combines expertise in sports and psychology, contributing to athlete empowerment, youth engagement, and promoting gender equality, she is active in women empowerment, and she is sport sustainability ambassador in international sectors.
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Committee Member
Sahil Bishnoi is a seasoned sports operations professional with over six years of experience managing high-profile events across diverse disciplines. His journey began in India, where he played key roles in operations for major teams and events, including the Union Cycliste Internationale, Jaipur Pink Panthers and MotoGP Grand Prix of India. Currently pursuing a MAS in Sport Management and Technology at AISTS in Switzerland, Sahil combines academic rigor with hands-on expertise. His passion lies in delivering seamless event experiences, emphasizing operational excellence and inclusivity, as seen in his work with CTN Sport to inspire positive change in the sports industry.
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Levelling the Field Campaign
Anna has over a decade of experience supporting athletes and teams across NCAA, Olympic, and international sport. She has worked as an NCAA Division I swimming coach, international recruiter, and in team and event operations; in 2020, she also served as Head Olympic Coach for Seychelles at the Tokyo Games. Currently completing her Master’s in Sports Management at AISTS in Lausanne, Anna is passionate about championing the voices of athletes and coaches to drive sport forward, a commitment that inspired her involvement with Changing the Narrative.
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Content Production
With over ten years of experience in international film production, including commercials and music videos, Rhys transitioned to Occupational Therapy in 2020. He now treats people across the lifespan, including those with sporting injuries ranging from mild to severe. His involvement with Changing the Narrative enables him to use this platform as a lens to highlight people's sports stories and journeys, raising awareness and advocating for greater equality, inclusion, and diversity in sports.
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Levelling the Field Campaign
Arshia brings over a decade of experience in global brand strategy and digital storytelling, with a career spanning e-commerce, sport marketing, and fan engagement. Her passion for football began while founding a women’s football community in India, creating inclusive spaces for women to play and connect. This journey inspired her to pursue a Master’s in Sport Management at AISTS in Lausanne. Arshia believes deeply in football’s power to empower women and build communities, a conviction that drives her work with Changing The Narrative.