Narrating Her Story: Women's Experiences, Gender Dynamics, and Market Influence in China’s Curling Industry

Abstract

Amid the rapid expansion of China’s curling industry following the 2022 Winter Olympics, women have played increasingly visible roles as athletes, coaches, managers, and marketers. Yet, little is known about how they experience and negotiate gendered expectations within this evolving sport landscape. This study employs qualitative narrative inquiry to explore how ten women in the Chinese curling sector articulate their professional identities, confront power structures, and engage with market dynamics. Semi-structured interviews were conducted with participants across diverse roles and regions, and thematic analysis revealed three core patterns: (1) participants described gendered pressures to perform both athletic excellence and socially expected femininity; (2) women in leadership positions reported structural biases but strategically used narrative and data to gain credibility; and (3) personal stories were increasingly employed in branding campaigns, enhancing public engagement while raising concerns about commodification. These findings suggest that women’s narratives serve both as forms of resistance and as resources for commercial and institutional change. The study contributes to feminist sport scholarship, organizational theory, and gendered marketing practice by illustrating the complex interplay of identity, power, and visibility in an emerging sports context.