The GIST Is Setting Out To Build The Healthiest Comment Section In Sports

Since 2018, The GIST has been on a mission to transform sports media into a more inclusive, accessible space within an industry that has long catered primarily to male audiences. With daily, conversational coverage of both men’s and women’s sport written entirely by an all-female editorial team, The GIST now reaches more than one million newsletter subscribers and 40 million fans each month. Led by co-founders Jacie deHoop and Ellen Hyslop, the company’s growth has been fueled by a clear mission: to level the playing field by providing equal coverage and representation across all of sports.

Now, The GIST is taking the next step in that mission with the launch of The GIST Plus, which is a paid online and in-person community designed to give underserved fans a safe, celebratory space to connect, engage, and share their love of sports.

“The key reason why we’re launching The GIST Plus is because our audience has asked for it,” said Ellen Hyslop, Co-Founder and Head of Content & Audience at The GIST. “We’re listening to our audience all the time.”

Building The Internet’s Healthiest Comments Section

The GIST Plus aims to be a place where fans can finally enjoy “the healthiest comments section on the internet.” In a sports media landscape that still caters to traditional male sports fans, The GIST Plus is The GIST’s move to “build something better” for underserved sports fans.

The launch also comes with a smart marketing campaign: “spooky season” creative that leans into the idea that “the real horror story isn’t ghosts or goblins – it’s the sexist, toxic comment sections women encounter online.” The GIST’s team is rewriting that narrative with humor, empathy, and a powerful sense of purpose.

“Being a non-traditional fan online is really hard, as women are often berated for their opinions or aren’t taken seriously for their perspectives,” said Hyslop. “The trickle-down effect of the media industry initially being built by and for avid male sports fans is that we’re still seeing a lot of toxicity online towards female fans and towards women’s sports. We really wanted to create a space where non-traditional fans can actually enjoy some healthy comments, debate, and community about the sports that they love.”

Launching October 8, The GIST Plus is a paid membership platform designed to connect fans who’ve long felt alienated by mainstream sports media. The community offers two tiers: Rookie ($4.99/month) and All-Star ($9.99/month), each providing varying levels of access to digital spaces, exclusive content, and offline experiences.

Members will gain perks like access to a private Discord community, monthly members-only newsletters, members-only podcast episodes, and discounts on merch, experiences, and events.

“A big piece of the pie that felt like it was missing from The GIST was the community side of things,” said Hyslop. “So The GIST Plus is an online community membership platform that creates inclusive spaces for sports fans to connect and celebrate and share their fandom.”

Serving Underserved Women Fans

The GIST’s community-driven launch comes at a pivotal time for the sports industry. A new global study from The Collective at Wasserman surveyed 7,100 women across 10 countries found that while 72% of women identify as avid sports fans, 66% feel that sports organizations fail to connect with them. The GIST Plus aims to fill that gap and help meet the needs of fans who have long been underserved by traditional sports media.

For The GIST, the launch represents both a business evolution and a cultural milestone. It’s the brand’s first-ever membership model, designed to deepen relationships with its most loyal fans while expanding what inclusive fandom can look like.

“It’s the next phase of us figuring out how we’re personalizing fandom and how we’re growing alongside our audience too,” said Hyslop.

The debut of The GIST Plus also follows a wave of momentum for the company, which recently announced digital content partnerships with the NFL, NWSL, and Team Canada.