20/09/2026
My feed’s been full of incredible women in sport this week, proving what representation can look like in response to Novig’s Just Sport ad. As a climber on the internet, I have thoughts.
Most of the comments I receive online are about my climbing. Many aren’t. I’ve shared some here, though I worry it’ll fuel more. Every time I get one, I’m reminded that the way we talk about women in climbing online is that deep.
What we normalise in climbing doesn’t exist in a vacuum. It shapes what we see as acceptable. That environment can influence whether women and girls feel like the climbing gym of the crag is a space for them.
When I see the argument that Novig’s ad has nothing to do with women’s sport, I think of statistics around participation (see post slides)
We often talk about getting more women and girls into sport as though participation is a matter of access or interest, but the things we see celebrated, sexualised or mocked online build our understanding of who’s welcome and what’s valued.
The choices made by Sydney Sweeny and Novig strategically pander to a system that continues to tell women and girls that their voice is only worth something if they’re desirable, or performing well enough to earn respect. Confidence built on desirability or agreeableness to others is rented, and the rent is always due.
HMB isn’t for women only, but I hope that the way I represent women online fosters self worth and the belief that how we view ourselves is most important. I want women and girls to feel strong and capable not even for WHAT they can climb, but how they feel trying. I want to show up as someone whose confidence isn’t open for comment (working on it!), publicly enough, knowing that the comments will keep coming. Hopefully, the most powerful thing that I can show any young girls and women watching is how empowering climbing can be and that climbing is a “women’s sport”, no qualifier needed.
Mad Rock
