She Plays On

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She Plays On is a united initiative by Kaiser Permanente, the Golden State Valkyries and the Golden State Community Foundation designed to keep girls in sports and help them thrive in life. By addressing total health - mind, body and belonging - the program connects girls with local community resources, mentors, and specially trained coaches to ensure every young athlete has the access and confidence she needs to play on.

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For every Valkyries jersey purchased, Kaiser Permanente will donate* $25 to She Plays On, a platform that empowers Bay Area girls to live healthy, active lifestyles on and off the court.

*Donation only applies to Valkyries jerseys sold in-store or online by Valkyries and Golden State shops now through October 31st, 2026. Donations will be made to the Golden State Community Foundation in support of the She Plays On platform.

Who is "She"

  • Young girls
  • Ages 9-15
  • Grades 4-9
  • Seeking community
  • Value peer connections
  • Value growth over winning

Program Pillars

Total Health
Support the mind, body, and future of every girl through programming that addresses mental health, nutrition, physical development, emotional safety and life skills.

Belonging Before Performance 
We believe sport should be a fun space where girls feel emotionally safe, included, connected and not judged, isolated, or pressured to compete with others but encouraged to focus on becoming their best selves.

Unlock Access + Opportunity
Prioritize inclusive, culturally relevant approaches that empower girls at all skill levels and provide the resources needed for personal growth.

Community Driven Collaboration
By partnering with trusted local organizations, mentors, coaches, and families, we ensure programs reflect the real needs and lived experiences of the girls we serve.

Program Goals

  1. Keep Girls in the Game
    Increase participation and retention of girls in sports by addressing barriers to access, inclusion, and long-term engagement.
  2. Advance Total Health 
    Support girls’ physical, mental, and emotional well-being through education, resources, and wellness programming rooted in Kaiser Permanente’s total health model. 
  3. Empower Coaches & Communities
    Equip coaches, parents, and community partners with the tools and training needed to create inclusive, supportive environments where every girl can thrive. 
  4. Connect to Local Resources
    Build a strong network linking girls to local organizations, mentors, and facilities that provide continued opportunities for growth and support. 
  5. Inspire the Next Generation
    Leverage the power of sports to inspire confidence, leadership, and belonging among young girl athletes.

The Research Study that Inspired She Plays On

In January 2025, Kaiser Permanente and the Golden State Valkyries launched a comprehensive Listening Tour to better understand why Bay Area girls ages 9–15 are leaving sports, and more importantly, how to keep them engaged, healthy, and empowered.  

Taking a human-centered approach to community research, the project examined why girls stay in sports, why they leave, and what critical gaps exist in between—prioritizing the experiences of everyday athletes, not just elite performers. Phase 1 included 12 in-depth interviews with Kaiser Permanente and Golden State leaders and medical professionals. Phase 2 expanded the dialogue to more than 110 participants across nine focus groups, including coaches, mentors, parents, community leaders, and current and former athletes—creating a robust, community-informed foundation for future programming and impact. 

Grounded in firsthand perspectives rather than assumptions or surface-level data, the initiative elevated the voices of girls, parents, coaches, community leaders, and Kaiser Permanente physicians to uncover both systemic barriers and actionable opportunities. 

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5 Key Benefits of Playing Sports Long-Term

  1. Social Benefits – friendship, belonging & support networks
  2. Academic Success – must have grades to play, motivated to do well
  3. Overall Confidence and Self-Awareness – belief and ability to push oneself to go further
  4. Physical and Mental Health – improved fitness and emotional wellbeing
  5. Life Skills Development – leadership, discipline, and teamwork

Why Girls Keep Playing

  1. Fun – act of “play”, stress relief, practice & games
  2. Friendships – build strong connections, belonging to a community
  3. Fulfillment – personal satisfaction, personal achievement, seeing improvements

What Girls Need from Coaching

  • Positive Reinforcement:
      Build confidence vs. positive reinforcement
        More opportunities for private feedback
      • Balance of priority on fun vs. winning
    • Connection and Community Building:
        Prioritize teamwork and camaraderie
        Create inclusive environments
      • Teaching teammates how to give each other positive feedback
    • Outlet and Communication:
        Listen to girls’ concerns and emotions
        Adapt based on their feedback
      • Support self-esteem development
    • Physiological Knowledge:
        Navigate body image challenges
      • Address how puberty impacts sports
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Research Partners

Mahogany Insights
www.mahoganyinsights.com
4099 McEwen Road, Ste 580
Farmers Branch, TX 75244
admin@mahoganyinsights.com

KNow Research
www.knowresearch.com
230 California Street, Suite 602
San Francisco, CA 94111
admin@knowresearch.com