Wheelchair Rugby Australia (WRA) has added serious marketing firepower to its leadership team with the appointment of Anathea Ruys, CEO of UM Australia, to its Board of Directors.<\/p>\n
Ruys is one of three new directors alongside Woolworths Group\u2019s Eve Ireland and Paralympics Australia executive Kate McLoughlin, announced this week following what has been described as a highly competitive recruitment process.<\/p>\n
For Ruys, whose career has been built on connecting brands with communities and driving purpose-led partnerships, the opportunity to jump on board a cultural moment waiting to happen was impossible to turn down.<\/p>\n
\u201cFrom my first interaction with Wheelchair Rugby Australia, it was clear wheelchair rugby is a sport that was both critically important to the players, their families and the broader community, as well as being an enthralling and engaging spectacle,\u201d Ruys said. \u201cI am excited to be able to support WRA to achieve their goal of introducing Australia to their new favourite sport \u2013 they just don\u2019t know it yet.\u201d<\/p>\n
Also joining the Board is Eve Ireland, general manager of Next Gen Marketing at Woolworths Group. With deep expertise in digital innovation, content strategy and e-commerce, Ireland has overseen marketing transformation across some of Australia\u2019s biggest consumer brands.<\/p>\n
\u201cI\u2019m honoured to join the Board of Wheelchair Rugby Australia and support a sport that combines fierce athleticism with an incredibly strong sense of community,\u201d Ireland said. \u201cI look forward to helping the organisation grow its impact and bring more Australians into the world of wheelchair rugby.\u201d<\/p>\n
Rounding out the trio is Kate McLoughlin, Head of Games and International Engagement at Paralympics Australia and a five-time Chef de Mission for the Australian Paralympic Team. With more than 25 years in high-performance sport, McLoughlin brings both credibility and experience in global event delivery.<\/p>\n
\u201cI\u2019ve been a passionate supporter of wheelchair rugby for many years, and I\u2019m honoured to join the Board to help continue to grow the game, support our athletes and staff, and share this incredible sport with the world,\u201d McLoughlin said.<\/p>\n
The new Directors bring a wealth of expertise and fresh perspectives to WRA\u2019s leadership team as the organisation continues its mission to expand the sport\u2019s reach and strengthen athlete pathways across the country.\u00a0<\/p>\n
This is being achieved by delivering key strategic priorities, including hosting major events such as the 2025 Santos Wheelchair Rugby World Challenge in Adelaide, launching a dedicated juniors division, increasing female participation at all levels of the game and supporting the next generation of athletes, coaches and officials.<\/p>\n
The appointments also mark a milestone for gender diversity, with WRA\u2019s Board now exceeding 50% female representation.<\/p>\n
\u201cWe\u2019re thrilled to welcome such distinguished and forward-thinking leaders to WRA\u2019s Board,\u201d WRA Board Chair, Steve Loader said. \u201cI have no doubt that their combined expertise will strengthen our efforts to elevate wheelchair rugby, both nationally and on the world stage.\u201d<\/p>\n