2026 Women Of Live: Amy Scheer

Amy Scheer
Professional Women’s Hockey League | Executive Vice President of Business Operations

LESSONS FROM THE BOSS | “The first time I saw Bruce Springsteen, he played for three-plus hours. I was exhausted. No idea how he did it. It really amplified to me, if you love what you do it’s not work.”

Now in its third season, the Professional Women’s Hockey League is showing remarkable growth and success. Even before the predicted boost in interest coming out of the Winter Olympics, the PWHL was setting records for attendance, merchandise and broadcast views. This season marked the league’s first expansion — new teams in Vancouver and Seattle lead the league in attendance — as the PWHL moved to eight teams. The league will add two to four new teams for Year Four.

Helming the operation is Amy Scheer, a veteran sports executive, who knew what she wanted to do from the moment she saw the old Meadowlands Arena coming out of the ground in the early ’80s.

“I decided I needed to work there: that is something I would love to do. If I couldn’t be a professional athlete, this was the next best thing,” she says.” I went to UMass for Sport Management, was able to intern at the Meadowlands Sports Complex and then right before graduating was hired by the NJ Nets to sell tickets.”

Now, she leads one of the Big Four women’s sports leagues in
North America at a time when women’s sports is staring down the opportunities — and challenges — of increased exposure and expectations.

“Building women’s sports is a long-term investment. We are still very much in the beginning stages of our growth – all leagues – and long-term investment and patience is needed,” she says. “It’s just not an ‘in and out’ process. It needs time, care, innovation, infrastructure to continue to grow and build. I hope investors have the patience to build and understand the return will come in time.”

Scheer is the ideal person to steer PWHL through the early growth period because she loves to stare down a challenge.

“I have always taken my next job based on the challenge – not on title or pay,” she says. “I always wanted to be in a place where I was building something, doing something unique and being able to impact what the forward-facing product will be. The older I’ve gotten, the more important the mission has become.”