Rollergirl
Totally True Tales From The Track
By: Melissa "Melicious" Joulwan
Paperback
288 pages
30 black and white photographs
ISBN: 978-0-7432-9715-6
Publisher: Touchstone Paperback/Simon & Schuster
The new wave of edgy women roller derby skaters, and their uncanny knack for business organization and promotion, are served up in punk rock defiance by skater turned author Melissa "Melicious" Joulwan in
Rollergirl: Totally True Tales From The Track. In a volume packed with action, photos, and real life thrills and spills, all female roller derby for the new millenium is captured in all of its pain and rolling glory.
All female flat track roller derby is not what tradtionalists in any sport had envisioned for athletic competition. Combining provocative outfits, alternate name personae, and a flair for the dramatic, the women owned roller derby leagues have turned the concept of league ownership and management upside down.
Skating as "Melicious" in the top ranked Texas Rollergirls league, Melissa Joulwan (photo left courtesy: Celeste Danger) is a major part of that women's sport revolution.
The traditional sports ownership model usually involves an owner, an ownership group, or the team owned by a major corporation. Roller derby had a similar history, with the difference that one man owned the entire league, including all of the member teams. When that single ownership ended, the entire sport disappeared along with it. Using a skater owned cooperative business model, the leagues are operated by the skaters for the skaters. With over one hundred similar leagues in business, the loss of one doesn't endanger the entire sport. As Melissa Joulwan makes very clear, the women are now doing it for themselves.
Combining business and marketing savvy advice, and anecdotes about life on and off the flat roller derby track, Melissa captures the essence of being a rollergirl named "Melicious" (action photo left courtesy: Michael Osborne). These athletic and smart women provide the league marketing and public relations, as well as being the talent that attracts legions of adoring fans.
In an industry where the talent is clearly the product, the women of modern roller derby understand that each bout (as they call their games) is a special event. As a result, the book oozes with ideas for special event marketing and promotions.
For me, the importance of the book is the powerful blend of edge of the seat sports action with leading edge business ideas. The cooperative business model is one that is worth consideration for startup businesses; and for employee takeovers of their employers' companies. The multiple ownership spreads risk, provides more financial possibilities, and stronger committment to success. As Melissa demonstrates so clearly, the pool of creative ideas for promotion and marketing are multiplied exponentially.
For a cutting edge blend of women's sports and business know how, I recommend you take a roll around the track with roller derby skater turned author Melissa "Melicious" Joulwan in
Rollergirl: Totally True Tales From The Track. You will find the bumps and bruises stylish and great for your business.
