Sports Bra Franchise to Open in St. Louis This November
The women's sports-themed bar will bring 150-guest capacity and a niche programming strategy to the Maplewood neighborhood.
Updated on Oct. 28, 2026 in Openings & Closings
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The Sports Bra, a dedicated women's sports venue, will open its first franchise location in the Maplewood neighborhood of St. Louis on November 13, 2026. The 2,950-square-foot site represents a shift in sports bar programming by prioritizing women's collegiate and local professional events.
Why it matters
The expansion demonstrates a niche market strategy centered on specific demographic demand for women's sports coverage. By partnering with local producers and women-owned businesses for supply chain needs, the franchise model attempts to build community engagement into its operational framework.
The St. Louis venue features 13 screens within a 2,950-square-foot space capable of hosting 150 guests across indoor and patio areas. The expansion follows a successful $1.2 million crowdfunding campaign conducted in May 2026 to support the brand's national rollout.
The players
The Sports Bra
A sports-themed hospitality brand that specializes in broadcasting women's athletic events.
Heather Hill
A co-owner of the new St. Louis franchise.
Sara Pilsner
A co-owner of the new St. Louis franchise.
The details
The franchise relies on a programming strategy that highlights women's collegiate athletics, the St. Louis SLAM, and Arch Rival Roller Derby. Operationally, the venue sources its menu ingredients and beverages exclusively from women-owned businesses and local producers, a procurement strategy designed to distinguish the brand from traditional sports bar competitors.
Timeline
April 2022: Original Sports Bra location opened in Portland.
May 2026: Crowdfunding campaign raised $1.2 million.
November 13, 2026: St. Louis franchise opens to the public.
Market Landscape
The opening follows the industry-wide trend of capitalizing on the rise of women's sports media valuation by establishing permanent venues dedicated to non-traditional sports programming. This shift marks a departure from standard sports bar models that rely on broad, male-dominated broadcast rights.
Operators in the hospitality sector should track how the brand's procurement model—sourcing specifically from women-owned businesses—impacts their food and beverage cost margins. The franchise launch provides a test case for whether dedicated sports-bar programming can sustain traffic outside of traditional major league schedules.
The takeaway
The Sports Bra provides a model for segmenting the sports bar market by aligning physical space and procurement with a specific underserved audience. Owners should evaluate whether their venue’s programming misses local collegiate or niche sports opportunities that could drive consistent midweek traffic.
Further reading
For more on local commercial developments, see the Openings & Closings section.
Source note: This article includes information reported by Forbes.
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