All eyes are on the WNBA heading into its 30th season, which kicks off today with three games happening across the country. There will be new players to watch, expansion teams to get excited about, and veteran organizations that have something to prove.

Behind all the hype you’ll find another tour de force: Colie Edison, whose job is to keep fans coming back for more. In 2022, Edison joined the WNBA as its first-ever Chief Growth Officer to oversee business strategy, media partnerships, and revenue-generating opportunities.

Combined with the talent on the court, Edison’s role has helped extend the reach of the WNBA and cement the league in the mainstream. “We are pioneers in a space where no one’s been before,” she tells Bustle.

During her tenure, the WNBA signed a media rights deal for $3.1 billion over the next 11 years, which extends the league’s reach on national television. In 2026, a record 216 national games will be broadcast on ESPN, NBC, USA Network, CBS, and streaming platforms.

The WNBA also had its first-ever $1 billion valuation with the Golden State Valkyries. “Being on the precipice of our 30th season, we don’t take that for granted,” she says. “It’s not only a milestone, but it’s launching a new era of the WNBA.”

Edison describes herself as someone with a “high-risk tolerance” and the “ability to fail fast and move on” — traits that help her succeed at work. Here, she shares a glimpse into a day in her life, the proudest moment of her career so far, and her favorite way to wind down.

Meet The Executive Behind The WNBA's Exploding Popularity