THE BRA CODE: SPORTS COLLECTIVE

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Meet the Founder — Candace Wonago

Candace Wonago has always believed in the power of community. With deep roots in sports through her lifelong involvement in track and field, Candace found herself longing to reconnect with the athletic world after stepping away from competition. That desire led her to pick up a camera and dive into the world of sports photography — a move that marked the start of her entrepreneurial journey.

Entering the male-dominated sports industry as a new photographer and woman entrepreneur came with no shortage of challenges. From being underpaid and undervalued to feeling dismissed and disrespected by industry gatekeepers, Candace quickly realized just how tough it could be for women to gain recognition and respect in this space. What started as a dream to stay close to sports turned into a crash course in resilience, self-advocacy, and navigating a system not built to support her.

As she searched for support, advice, or even just connection, Candace noticed a glaring lack of resources for women working behind the scenes in sports — not just in front of the camera or on the field, but in media, management, and volunteer roles too. Frustrated but motivated, she decided to be the change she couldn’t find.

This sparked the birth of The Bra Code — a growing initiative based in Edmonton with one simple goal: to support and empower women in sports. Whether it’s helping the next generation of women break into sports media, providing a network for volunteers and professionals, or ensuring female athletes get the same media coverage and recognition as their male counterparts, The Bra Code is about building a community rooted in collaboration, visibility, and support.

Candace’s mission is to create a hub where women in sports can find each other, uplift each other, and grow together — and to do it by working alongside local and female-led groups that are equally passionate about bridging the gap. The Bra Code is still evolving, but its heart remains the same: to be a safe, inspiring, and action-driven space for women in and around sports in Edmonton and beyond.

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