Empowering Women Through Sports with Alejandra Rodriguez

Alejandra Rodriguez in front of map
Empowering women is the vision of Alejandra Rodriguez, the CEO of Peru Runners. Peru Runners is the main Peruvian running organization in the country. With only 33 years of age, she is creating a major movement which is changing the course of women in sports. As the CEO, she is in charge of multiple tasks such as creating and organizing sporting events, leading running groups and making an impact in the community using sports. Today, she is also an amateur marathonist and founder of her ongoing project called Fundacion Flama
Sstatistics from different organizations and polls such as Women in Sports Foundation, Women in Sport UK, Women Win and the United Nations show alarming numbers when it comes to the inclusion of females actively participating in sports. Numbers state that by the age of 14, twice as many girls as boys are dropping out. After puberty, of the girls that still remain in sports, more than 50% quit.

Investing in girls is the most powerful investment for development

A sense of belonging

From a poll conducted by ​Always,​ it suggested that 67% of these girls responded that the reason for dropping out from sports was the lack of sense of belonging. By changing this, Peru Runners hopes to achieve its goal of empowering women.

Sport offers tools to empower women and create leaders

Statics show many promising discoveries correlating sports and work. 65% of the most powerful women from the fortune list have practiced sports, 94% of women executives have also practiced sports and the UN has recognized the importance of women in sports as a way of development and growth of societies.

Peru Runners Team

With all this in mind, Alejandra created “Flama” the first non profit organization of women in sports in Peru. With Flama, she hopes to further pursue her goal of empowering women.

Flama's goals are to:

  • Inspire and build women leaders who are not afraid of speaking up and using their voice as a powerful tool.
  • Provide a safe space for women where they can be included in and out the field.
  • Eliminate harmful stereotypes around women in sports.
  • Promote movement literacy.
  • Develop programs for girls from vulnerable communities in sports.
Alejandra Rodriguez with friend

With almost a one year anniversary, Flama has conducted several activities focused on raising the involvement of girls in sports such as in surf, football and running. The next steps for Flama are to maximize the impact and reach more girls using technology as a tool, as well as helping with sponsorship and collaboration with other organizations in order to achieve better results together.

Passion: Empower Women

Alejandra’s job is her passion, the idea of creating something whilst inspiring and helping others gives her the motivation and strength to strive for success every day.

She believes institutions can help: schools and universities can foster equal involvement in sports, public institutions can provide higher security for women to exercise, and at home, families should incentivize the practice of sports and physical activity as part of a lifestyle.

Today, there are many organizations and inspiring people working towards a better tomorrow. Flama, like many others, are helping to empower women, raise women’s voices, and create long-lasting leaders.

Alejandra Rodriguez running
If you want to read about Alejandra Rodriguez and her company Peru Runners check out their Instagram.

This article was written by our volunteer in Peru, Anneke Strobach. If you are inspired by her story, please check out other articles in our online magazine. To learn more about entrepreneurship, sign up to our Online Community and Online School.

Related Articles

How to Prevent Burnout And Take Care of Yourself As An Entrepreneur? Power Talk & Network with Gitanjali More

Unlock the secrets to preventing burnout and nurturing your well-being as an entrepreneur with exclusive insights from our online meeting with Gitanjali More. In this engaging event, Gitanjali, a renowned entrepreneur and wellness advocate, shares invaluable strategies to prioritize self-care while juggling the demands of running a business. Gain practical tips, personalized routines, and effective stress management techniques tailored specifically for entrepreneurs. Join us as we delve into the world of work-life balance and discover how to thrive both personally and professionally. Don't miss this opportunity to revolutionize your approach to entrepreneurship and embrace a healthier, more fulfilling journey!

This content is for Membership - Billed Annually, Membership - Billed Monthly, and Membership - Community Only members only.
Log In Register

Marketing Automation for Your Business Growth with Sarah Seyr

This speech is about marketing automation and how to build an effective marketing strategy. The speaker highlights the importance of having a business case in place to justify the budget for buying traffic, as well as the need to continuously provide value to customers at each step of the sales funnel. The talk also emphasizes the need for human involvement in the marketing process, in order to effectively track and plan marketing activities.

This content is for Membership - Billed Annually, Membership - Billed Monthly, and Membership - Community Only members only.
Log In Register

6 Steps to Owning Your Niche

Think of a bag. When you own it, you feel secure knowing that it’s yours and that you can utilise it in a way that feels best for you. You have the confidence to know it’s not borrowed, stolen or rented. You must still be careful with it, but it’s not a worry.
It’s the same when it comes to your business niche. Ownership prevents us from fearing a saturated market.


Sign up for our newsletter and get 10% off.