OVER THE LAST TWO DECADES, SPORTS VIEWERSHIP HAS BROADENED. OF THOSE VIEWERS, 49.7% ARE WOMEN. SO, WHERE THERE’S DEMAND, SUPPLY WILL FOLLOW. GONE ARE THE DAYS OF THINKING WOMEN ARE LESS ATHLETIC, LESS COMPETITIVE, OR ARE UNWILLING TO GET DIRTY. ANTIQUATED THINKING LIKE THIS HAS GONE THE WAY OF THE DODO BIRD.

AS IT PERTAINS TO BEACH VOLLEYBALL, AFTER DECADES OF DISPUTES, THE RESPECTIVE SANCTIONING BODIES ARE BEHAVING A GREAT DEAL BETTER IN THE SANDBOX. TOURS CONTAIN BOTH MEN AND WOMEN, AND THE PAY IS EQUITABLE.

FACT IS, SOUTHERN CALIFORNIA DOESN’T HAVE A MONOPOLY ON BEAUTIFUL BEACHES AND BEAUTIFUL BODIES ANYMORE THAN IT DOES ON A SPORT THAT GREW FROM ITS LEGENDARY SANDS.

BY SHARING THE SPORT, BY INTRODUCING IT TO OTHERS, BY PROMOTING IT BEYOND OUR BORDERS THAT’S THE FERTILE GROUND THAT ENABLES GROWTH IN AN OTHERWISE BRUTAL FORM OF MATTER THAT DOES NOT LEND ITSELF TO NOURISHING…

THE SAND.