Watch Me! Sports Bar is one of just five sports bars in the U.S. dedicated to broadcasting women’s sports. Setting aside public space for people to enjoy women's sports might seem like a no-brainer. In reality, it required leaps of faith by several women entrepreneurs nationwide to even begin to see a semblance of a women's sports bar network.
Jax is one business leader on this shortlist, and this is why she is an AWSN Power Player!
Owner Jax Diener and her business partner and wife Emme Eddy opened the women’s sports bar in July 2024 in Long Beach, CA. A decades-long dream of finding a place that showcased women’s sports, Jax met and befriended Jenny Nguyen who founded Portland’s successful The Sports Bra. Inspired by Nguyen’s model, Diener took a leap of faith!
Why a sports bar for women? Tell us how the dream began.
My dream spans decades when I’d frequent sports bars every Sunday for NFL games but always walked away feeling we could’ve had a better, more welcoming experience because we actually do understand the game and are just as strategic as the men filling those bars.
Cut to many years later when Jenny Nguyen opened The Sports Bra with a 100% women’s sports concept, which I thought was brilliant! Because my dream had never died, I built a friendship with Jenny and when it came down to it, I decided to take her inspiration and create a space that celebrates women’s sports and predominantly shows women’s games. I needed to offer that inclusivity that I wanted decades ago, where anyone and everyone could watch any sport they wanted and feel comfortable doing so, while at the same time, shining a light on these amazing women's teams and athletes.
Sitting at your bar top is a dream team of your favorite female athletes past or present, who are they?
THE GOAT, Billie Jean King, is number 1. Not only is she from Long Beach, but she has done so much for women in sports and beyond in the fight for equity. A true champion that others like Megan Rapinoe have gone on to emulate and be torchbearers years later.
Being a soccer fan, Mia Hamm, Abby Wambach, Rose Lavelle, Christen Press, and Tobin Heath are also dreamy! There are just so many across all sports, Coco Gauff, Chloe Kim, Lindsay Vonn, Cameron Brink, Dearica Hamby, for example, are right up there for me too!
How do you decide which games and events to showcase?
We have a team that combs the games and matches on a weekly basis, but it’s the community that has also dictated what we show. Soccer and basketball have proven to be strong interests and "must show." I also spend a lot of time building league partnerships like Athletes Unlimited and LOVB (League One Volleyball). We’re absolutely showing their content when on!
What were some of the biggest challenges you faced while establishing this business? How did you overcome them?
Considering I never worked a day in a restaurant and only one day in a bar before opening Watch Me!, I faced a lot of challenges! Problem-solving and learning every minute was the norm for the first few months. Whether it was inherited faulty equipment or staffing, it was assessed, found a solution, stayed agile enough to address the situation, and then moved on to the next.
How do you foster a sense of community among your patrons? Are there any particular events or traditions that have become staples of your bar?
We’re just coming up on our 6 month mark so I can’t say we have traditions just yet, but I’ve said from the beginning that we’ve built the space and the community will shape us. We’re listening to our customers, so we’ve changed our menu a bit and we’ve added Trivia Night as well as DJ Fridays and live music monthly. These are in addition to upcoming Sunday Brunch and events and markets we plan to hold in our courtyard space. This space is for the community, so we’ll continue to evolve together.
Tell us about your local community. What are the hometown teams? Local heroes?
Long Beach is rich in culture and diversity, with a large LGBTQ+ community. With LBSU minutes from our location, we also have the US Women’s Water Polo team working out at LBCC. I truly believe the vast park system across Long Beach has helped to grow numerous athletes, Misty May-Treanor is a good example of a homegrown hero! The LA Sparks and Angel City FC are our home teams and the community fills the space whenever aired.
Which women’s sports aren’t getting the love that you and your clientele would like to see?
Long Beach has a vibrant volleyball community as well as rugby and lacrosse, amongst others. Hoping to see more opportunities to showcase these sports for our community in the year ahead.
Do you see growth in media coverage and viewership of women’s sports affecting your business? In what ways?
We’re grateful for the growth in media rights that have brought women’s sports to the forefront and made these athletes, games, and matches accessible. AWSN, in particular, has allowed us to offer fresh content all open hours which is a game changer!
Do you attribute your success to any strategy or decision in particular?
I was once told being organized is my superpower, and while I’m not sure I’ve had a chance yet to really flex those muscles while we continue to stabilize operations, I do see that my willingness to be flexible and pivot while staying true to the mission has helped us get to here.
What is the most memorable event or reaction from a customer that has stuck with you?
I have already had too many to count but a few are standouts. First, the Grand Opening! What a moment! We were told people waited in line 4 hours to get in and this was the biggest grand opening Long Beach had seen in its history. Second, we opened, by design, the same day as the Olympics Opening Ceremony, and to see standing room only day after day, with people cheering on Team USA was incredibly rewarding. And, the amount of times people have thanked me for opening this space is innumerable and beyond rewarding. I’ve had people cry to me, grateful for just being here. These are truly cherished moments!
If you could host any women’s sports team or athlete at your bar, who would it be and why?
We’ve been fortunate enough to have Olympians and pro athletes and coaches visit us and have hosted the Sparks for the Draft Lottery but we want them to come back for a full team visit! And it would just be amazing to have ACFC in our space! We already have some exciting things in the works with specific athletes and continue to try to secure more, but the goal is to get Billie Jean King in to sign our wall, right next to the mural we had painted of her.
Do you collaborate with local women’s teams, leagues, or athletes? How do these partnerships contribute to your mission?
We have a great partnership with LBSU women’s basketball, golf, water polo and are building on more. We also have a relationship with USC women’s basketball and as mentioned the LA Sparks and ACFC. I want to continue building those relationships and expand beyond the teams as we have been. For example, Round21, Re-Inc, Togethxr, and the many leagues that are just ramping up. I’m also hoping to get on the radar of the PWHL as we move ahead this year.
What advice would you share with women wanting to make it in the business of women’s sports?
If your heart is truly in it, and if you’re authentic and coming from the right place, your opportunities are endless. Find your niche, find that space that fits you and feeds your soul, and when you do, go for it! Don’t talk yourself out of it. Take the leap; the true leap of faith. Be strong and allow yourself to adjust and it’ll all work out.
Learn More About Jax and Watch Me! Sports Bar
Crowdfunding: https://www.givebutter.com/WatchMe