What is The Surge Shop?
The Surge Shop is more than just a retail space—it’s a movement dedicated to redefining women’s sportswear, equipment, and streetwear. For too long, the sportswear industry has treated women and nonbinary individuals as an afterthought, offering little more than smaller, pastel-colored versions of men’s designs rather than pieces built for performance, style, and self-expression. Surge challenges these outdated norms by creating a brand where functionality meets fashion, and where every product is designed with a purpose—to empower, inspire, and celebrate individuality.
But Surge is more than just a store; it’s a growing community. Through pop-up events, workshops, and activations, Surge is building a space where athletes, creators, and trendsetters can come together, connect, and support one another. These events go beyond shopping—they foster conversations about representation, inclusivity, and the changing landscape of sports and fashion. By creating a hub for engagement and empowerment, Surge is ensuring that women and nonbinary individuals have a space that truly understands and uplifts them.
Whether you’re looking for high-performance gear, bold streetwear, or a place to connect with like-minded individuals, Surge is here to break the mold and redefine what sportswear should be.
Women’s Sports In The Media
Women’s sports have long been overshadowed in mainstream media, receiving only a fraction of the coverage, funding, and recognition given to men’s sports. Despite the undeniable talent, record-breaking performances, and passionate fan bases, women athletes have had to fight for visibility at every turn. However, in recent years, momentum has shifted. While these strides are significant, they are long overdue—women’s sports aren’t just experiencing a moment; they are proving that they have always belonged at the forefront.
Despite this progress, the sportswear market has lagged in truly supporting women athletes and their communities. For decades, major brands have treated women’s sportswear as an afterthought, offering limited options, ill-fitting designs, and products that fail to reflect the diversity of female and nonbinary athletes. Functional, high-performance gear has often been reserved for men, while women’s options have been reduced to smaller sizes, outdated stereotypes, and limited access to quality sports equipment. Beyond apparel, the industry has also failed to cultivate spaces where women’s sports communities can thrive. It’s time for a real shift—one where brands recognize the power, influence, and needs of women athletes and invest in them accordingly. Women’s sports have proven their worth; now, the market must finally step up to meet the demand.
Maya Gwynn
Founder of, The Surge Shop
Maya Gwynn is an entrepreneur, filmmaker, producer, and project manager with a deep passion for creating and building inclusive spaces. Growing up as an athlete, sports shaped her most valuable life lessons, memories, and friendships, inspiring her to uplift and support others with similar experiences.
As the founder of The Surge Shop, Maya is bringing her vision to life by creating a retail space where women and nonbinary individuals can find high-quality sportswear and equipment—free from the male gaze. Her mission is to foster a community that empowers athletes of all levels to feel seen, supported, and confident in their pursuit of sports and movement. Through The Surge Shop, Maya is redefining what it means to shop for athletic gear by prioritizing inclusivity, representation, and a love for the game.
The Surge Shop isn’t just about what people wear—it’s about how they experience sports. With women’s sports finally gaining the attention and respect they deserve, Maya sees this as the perfect moment to create a space that reflects that progress. The future of The Surge Shop goes beyond retail, expanding into events, workshops, and community gatherings that bring athletes together, foster conversations, and provide resources to help them succeed.