How one “accidental entrepreneur” stepped behind the camera to rewrite the rules of women’s sport storytelling
Where it all began
In 2017, Ekaterina Blake stood at a crossroads. Recently fired and fresh off a legal battle with her former employer, she had no clients, no roadmap and no certainty. What she did have was a quiet, burning conviction: never again would she put her career in someone else’s hands.
‘I’m a foreign-born female founder who became an “accidental entrepreneur” at 24 after being fired and deciding I’d never put my career in someone else’s hands again.’
That moment became the spark for what would eventually grow into InspoHub, a video production agency trusted by global brands and broadcasting to audiences around the world. But back then, it was just a decision to bet on herself. A refusal to stay small.
I’m a foreign-born female founder who became an “accidental entrepreneur”.
Crashing the set
Ekaterina’s first steps into video production were unplanned and uninvited. With a background in digital marketing, she found herself drawn to the fast-paced broadcast world her now-husband worked in. But she didn’t just observe it. She spotted a blind spot no one else seemed to see.
‘I spotted something others didn’t: commercial, marketing and creative were completely misaligned. Brands were investing heavily in video, but not maximising it for long-term impact.’
She pivoted her content agency into a niche offering: production with strategy at its core. But entering a male-dominated industry wasn’t just a business move, it was a reckoning.
‘I remember my first video production job. I was surprised to be the only woman on set. Then it happened again. And again. Different companies, different projects, same story.’
What unsettled her most wasn’t the isolation. It was the silence.
‘No one else seemed bothered. The only person uncomfortable was me.’
Not just a seat at the table
Being the only woman on set meant more than being outnumbered. It meant being overlooked, underestimated and unheard. At first, she adapted. Then she decided to disrupt.
‘At first, I adapted to “the way things are.” But eventually I realised someone had to start asking the uncomfortable questions.’
That discomfort became her catalyst. InspoHub evolved not just into a business but a mission.
‘We’ve made it our mission to work with and celebrate female change-makers and to empower young women to follow in their footsteps.’
From hiring diverse crews to training female graduates, she’s reengineering the industry from the inside out, making space for women not just in front of the camera but behind it too.
‘If only men are behind the camera, we’re only ever telling half the story.’
Sport as story
For Ekaterina, video isn’t just a service. It’s a medium for meaning. And nowhere is the power of storytelling more palpable than in women’s sport.
‘What excites me most about women’s sport is the momentum. We’re seeing unprecedented investment, visibility and fan engagement.’
She’s clear-eyed about what’s changing and what’s at stake. Visibility isn’t a vanity metric. It’s a cultural reset.
‘When women’s sport is consistently on screen and in headlines, it inspires the next generation and proves that it belongs at the very centre of culture.’
It’s why InspoHub invests heavily in capturing these moments, from global events to grassroots change-makers. Because the more women are seen, the more the system shifts.
When women’s sport is consistently on screen and in headlines, it inspires the next generation and proves that it belongs at the very centre of culture.
Disruption by design
InspoHub’s rise hasn’t been linear, but it’s been intentional. From filming live broadcasts for the world’s fastest-growing fitness sport to working with Aston Martin and Samsung, every milestone has been rooted in a willingness to do things differently.
‘These milestones aren’t just about business growth. They’re proof that resilience, bold decisions and staying true to your vision can take you further than you ever imagined.’
But disruption doesn’t always mean shouting the loudest. Sometimes, it looks like asking better questions. Building better teams. And walking onto a set determined to leave the door open for others.
The future will be filmed
The next decade, Ekaterina believes, will belong to those who tell the most authentic stories and tell them well.
‘Social media has already been a game-changer for women’s sport by bypassing traditional broadcasters… I think this trend will only accelerate.’
In her view, athletes are becoming creators, brands are becoming publishers and the audience is no longer passive. They’re participants, demanding transparency, energy and truth.
‘Fans want unfiltered access such as the training sessions, the struggles, the personalities. That kind of storytelling is what creates deeper emotional connections and life-long fans.’
She sees women’s sport, still relatively unburdened by legacy systems, as uniquely positioned to lead the charge into this digital-first future.
What real change looks like
To move from momentum to movement, Ekaterina is adamant: visibility alone isn’t enough. We need infrastructure.
‘To truly promote women’s involvement in the sports industry, we need to move beyond statements of support and create real, tangible pathways.’
That means budgets. Hiring decisions. Procurement processes that don’t lock out diverse suppliers. And leaders who understand that words without action are just delay tactics.
‘Ultimately, it’s about accountability. Brands, broadcasters and governing bodies that commit to equal opportunities – not just in words, but in hiring, budgets and airtime – will be the ones driving real change in the next decade.’
No one-size-fits-all
For Ekaterina, the journey hasn’t followed a blueprint. She built a business by asking hard questions, backing herself early and finding strength in discomfort.
Her advice reflects that same mix of courage and clarity.
‘Don’t try to blend in.’
‘Look for allies and mentors.’
‘Say yes to opportunities, even when they scare you.’
Progress doesn’t have to be perfect, but it has to be persistent. For Ekaterina, that means showing up, lifting others and creating work that proves what’s possible.
‘By showing up, staying consistent and supporting other women along the way, you’ll not only progress your own career, you’ll make it easier for the next generation too.’
Women like Ekaterina are the voices changing the game – on and off the field.
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Alex Ross
I'm a sport-obsessed film lover with a passion for evidence-based marketing. I'm proud to own an agency that's become one of the most trusted in world sport.
My most memorable sporting moment is …
Spectating: Liverpool beating AC Milan in 2005 to win the UEFA Champions League.
I am happiest when …
With family.
The sports person that best represents me is …
Frederik Fetterlein (Danish Tennis player... worth a google).
The three things at the top of my bucket list are …
1. Complete an Ironman for the charity MIND
2. Learn a (new) language
3. Work with the NFL
A quote I try to live my life by is …
"Life is as good as the memories you make."
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