Why This Olympic Gold Medalist Is Bullish On The Rise Of Professional Women's Volleyball

Key Concepts

• League One Volleyball (L1V): A new professional volleyball league in the US, focused on an athlete-centered model.
• Athlete-Centered League: A league built on feedback and collaboration with its players, prioritizing their needs and input.
• Athlete Investor: The growing trend of professional athletes investing in teams, leagues, and companies.
• Women’s Sports Boom: The increasing popularity and viewership of women’s sports, particularly driven by social media and star athletes.
• College Volleyball & Pro Transition: The evolving relationship between the college game and the professional league, with increasing athlete readiness for pro play.

League One Volleyball: An Athlete-Driven Model for Success

This discussion with Olympic gold medalist and League One Volleyball (L1V) San Francisco co-owner, Kelsey Robinson Cook, details the league’s development, its unique approach, and its potential for growth within the American sports landscape. The conversation highlights L1V’s commitment to athlete involvement and its vision for the future of professional volleyball.

League Evaluation & Landscape Positioning

Robinson Cook evaluates L1V’s progress from its inaugural year to its second, noting a “immense jump” in development. She attributes this success to the league’s responsiveness to athlete feedback, established through an athlete council. Despite being a “startup,” she believes L1V is poised to become “the model for success” due to its athlete-centered approach. This contrasts with traditional league structures where athlete voices are often less prominent.

Competitive Advantage: Athlete-Centricity

L1V differentiates itself from other professional volleyball leagues through its foundational commitment to its athletes. Robinson Cook emphasizes that the league was “built on that foundation” of athlete input and continues to operate with ongoing collaboration. This approach, she argues, is key to its long-term sustainability and success. The league actively solicits feedback on what “worked, what hasn’t worked, what we want” and implements changes accordingly.

The Pro Athlete Experience in L1V

Robinson Cook describes the L1V experience as “super professional,” comparable to high standards seen in other American sports. This includes “great gyms, great accommodations, sponsorships,” and overall treatment that she hadn’t consistently experienced in overseas leagues. She highlights the quality of the coaching staff and personnel, noting their “unique perspectives.” This professional environment is a significant draw for athletes accustomed to higher standards.

Ownership Involvement & The Athlete Investor Trend

Robinson Cook’s journey to becoming an owner of the San Francisco franchise began in 2020 with her involvement in building the league. She proactively expressed her desire to be involved in a Northern California team, regardless of her role. A call in October led to her joining a “meeting of minds” and ultimately, to an ownership stake.

This experience exemplifies the growing trend of “athlete investor,” where athletes are actively investing in leagues and franchises. Robinson Cook believes this is crucial for success, stating, “when you can be an investor and have buy into this what you're building… it just makes you want this thing to be so successful.” She points out that historically, athletes’ voices have been limited to “just go out and play,” and that ownership provides a platform for greater influence and contribution. She specifically notes the historical lack of opportunity, “especially for females in sport.”

Value as an Investor: Team Dynamics & Skill Transfer

Initially experiencing “impostor syndrome,” Robinson Cook quickly realized the unique value she brought to the ownership group. She identified her strength in “work[ing] with teams” and navigating disagreements to achieve success – skills honed through her athletic career. She recognized that her perspective, while potentially expressed differently, was equally valuable to those of other investors.

Breaking Through: The Path to Volleyball’s Cultural Moment

Robinson Cook acknowledges the crowded American sports landscape and the challenge of volleyball gaining widespread cultural recognition. She believes that volleyball hasn’t been “given the chances” to break through until recently. She draws a parallel to the WNBA’s recent surge in popularity, driven by social media stars like Angel Reese, Caitlin Clark, and Paige Bueckers, and predicts a similar phenomenon in volleyball as college athletes with established fan bases transition to the professional league.

College Game & Pro Transition

She notes the differences in rules between the college and professional game, leading to a different style of play. However, she emphasizes that the increasing physicality and skill level in college volleyball are producing athletes who are better prepared for professional competition and even the national team. She sees the college and professional levels growing “in tandem.” She highlights that volleyball is already the number one youth women’s team sport, indicating a strong foundation for future growth.

Olympic Outlook & US Team Potential

Looking ahead to the 2028 Olympics, Robinson Cook expresses optimism about the US team’s chances of winning gold. She emphasizes the “depth” of talent within the US volleyball program, noting the abundance of “incredible athletes” and “weapons” available to the coaching staff. However, she cautiously avoids making definitive predictions, stating, “I don’t want to jinx anything.”

Conclusion:

Kelsey Robinson Cook’s insights paint a picture of League One Volleyball as a forward-thinking league prioritizing athlete involvement and professional standards. The league’s success hinges on its athlete-centered model, the growing trend of athlete investment, and the rising popularity of women’s sports. With a strong foundation in youth participation and a clear vision for the future, L1V is positioned to capitalize on the momentum building within the volleyball community and potentially achieve a significant cultural breakthrough.