The Sports Bra is a women’s sports bar franchise built around celebrating women athletes and creating inclusive fan spaces. The concept was founded in 2022 in Portland, Oregon, by entrepreneur and chef Jenny Nguyen, after recognizing the lack of venues dedicated to broadcasting women’s sports.

The brand was created to give women’s athletics consistent visibility in a traditionally male-dominated sports bar industry. The Sports Bra is headquartered in Portland, Oregon, where its flagship location quickly gained national attention for its mission-driven approach and community focus.

The bar features a full-service food and beverage menu alongside nonstop coverage of women’s professional and collegiate sporting events. Its early success helped establish the brand as a cultural destination rather than a traditional sports bar.

The Sports Bra began franchising in 2024, offering entrepreneurs the opportunity to operate hospitality venues centered exclusively on women’s sports. Franchise locations are designed to serve food, beer, wine, and cocktails while streaming women’s competitions across multiple leagues and levels.

Training

The Sports Bra provides a structured and multi-tiered training program to prepare franchisees for successful operations. The key components are as follows:

1. Initial Training Program
   The initial training is mandatory for the franchisee (or one of its principal owners) and the general manager. It must be completed before the opening date, and there is no charge for training the franchisee and general manager. If additional personnel are trained, a fee of $1,500 per person applies.
2. On-Site Opening Support
   The Sports Bra sends a representative to the franchise location for approximately 10 days around the opening. This support includes hands-on guidance in areas such as purchasing, inventory, POS systems, and media training. Existing franchisees with experience may have this requirement waived.
3. Ongoing and Refresher Training
   Franchisees and general managers may be required to complete up to 10 days of training annually, which may include conferences and seminars. These sessions can be held in-person or virtually, and costs include a reasonable training fee plus travel and accommodation. Additional support or training can be requested at $400 per trainer per day.
4. Annual Conferences and Optional Programs
   Attendance at annual conferences is part of the 10-day annual training requirement, and franchisees are responsible for registration and related costs. The franchisor may also provide optional training programs, and attendees must cover their own expenses. These offerings help ensure consistent brand operations and allow for continued education across the franchise network.

Territory Protection

The Sports Bra grants franchisees a “Protected Area” which is generally a radius around the approved location—typically two miles, or approximately half a mile in densely populated urban areas.

Within this area, the franchisor agrees not to open another traditional The Sports Bra location or authorize others to do so, as long as the franchisee remains in full compliance. However, this Protected Area does not include Non-Traditional Venues such as malls, airports, hotels, colleges, or sports arenas, even if they are physically within the defined radius.

Moreover, The Sports Bra does not offer exclusive territory rights. Franchisees may face competition from other franchisees, company-owned locations, or other distribution channels that the franchisor controls.