The Athlete Never Left: How Ally Costa Created SIS

Ally Costa didn’t set out to create an app. She was just trying to find her way back to something that once defined her. A softball player through college, Ally had lived the life of an athlete for most of her youth. Then graduation came, and with it, the quiet.

No practices. No teammates. No space where she felt like she still belonged.

“I felt this weird pressure to leave that part of me behind,” she said. “Like I couldn’t say I was an athlete anymore.”

But that identity didn’t fade. It just didn’t have a place to live. So Ally started searching for a community that still celebrated women in sports. She looked on Reddit. She looked on social media. What she found didn’t feel like home.

“There just weren’t any safe spaces. Or even spaces at all.”

So she built one.

The Power of Sisterhood

The app is called SIS. It stands for Sisterhood in Sports, and it’s exactly what it sounds like—a platform built for the people who love women’s sports and want a place to connect. It’s not just for athletes. It’s not just for women. It’s for fans, former players, parents, coaches, and anyone who believes in the power of sports to bring people together.

Ally’s brother uses the app. Her dad uses it too. So does her boyfriend. That part matters to her.

“There are so many men who are true allies,” she said. “This space is for them too.”

Inside the app, you’ll find real conversations. Threads about WNBA All-Star Weekend. Discussions around team expansion. Even photos of fans in their favorite gear. And it’s not just the major leagues. There are communities forming around sports that don’t always get the spotlight—like women’s track and field, softball, and even bass fishing.

You can search for athletes based on sport or identity. You can join conversations or start your own. You can ask questions. You can build connections.

You can belong.

A Place to Be Seen

Representation matters. Ally knows that. Growing up, she had maybe three women athletes to look up to—Serena Williams, Mia Hamm, Jenny Finch. That was it. Today’s young athletes deserve more.

“I wanted to create a space where girls could find their heroes,” she said. “Even if they weren’t the biggest names. Even if they were just like them.”

SIS is more than just a fan hub. It has the potential to change how athletes are seen, especially those navigating NIL opportunities. The truth is, most female athletes don’t make much from NIL deals. Outside of the big names, the average is around twelve thousand dollars a year.

SIS can help bridge that gap.

It gives athletes a space to tell their stories, build a following, and connect with fans and brands. Ally knows that because if NIL had existed when she was playing D2 softball, she would’ve used it to share pitching tips, run courses, and build her own name.

“There’s so much you can do, even if you’re not at a big school,” she said. “You just need the right space.”

Real Community, Not Clicks

Ally is fully aware of the growing interest in women’s sports. She sees more people investing, more companies jumping in, and more men trying to profit from it. Some are allies. Some are not.

“It’s kind of a double-edged sword,” she said. “The visibility helps us, but not everyone’s intentions are good.”

So how do you tell the difference?

“Honestly, it’s usually pretty obvious. You can feel it.”

That’s why SIS was built around intention. It’s not performative. It’s not trying to chase trends. It’s about building something that lasts. Ally’s not trying to go viral. She’s trying to build community.

And she’s open to growth. She’s taking meetings. She’s thinking about partnerships. But only with those who understand what this really is.

“I want to work with companies who care. Who really see us.”

Looking Ahead

So what does Ally see for the future of SIS?

She wants high school girls to log in and find a roadmap to college. She wants coaches to ask for support managing a team of twenty girls. She wants fans to discover a sport they never followed before. She wants people to feel connected—without fear of judgment or toxicity.

“It’s already doing what I hoped it would,” she said. “It’s connecting people. That alone means it can’t fail.”

And it’s not just for athletes. If you like yoga, if you go on daily walks, if you’re trying to get stronger or just want to be inspired—there’s something for you too.

That’s what makes SIS different. It’s not about how fast you run or how many points you score. It’s about showing up. It’s about caring. It’s about having a space.

So if you’ve been looking for your people, open the App Store. Search for SIS. Download it. Join the conversation. Someone out there is already waiting for you to show up.

This is what sisterhood in sports looks like.