Genie Bouchard’s Terrible Advice to Young Women: Using Sex to Sell the Sport

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Genie Bouchard’s Terrible Advice to Young Women: Using Sex to Sell the Sport

Genie Bouchard, a former top-five-ranked tennis player, has long been a somewhat polarizing figure in the sports world. Known for becoming a 2014 Wimbledon finalist and then quickly falling out of the tennis spot light, Bouchard has created a very open and public persona that extends beyond tennis and now pickleball.

Some may say it’s “attention-seeking behavior.”

In case you weren’t aware of her roughly 10 years ago, she's no stranger to controversy, as seen in the so-called "twirl-gate" incident, where a reporter asked her to spin and show off her outfit after a match. While many decried this as sexist and inappropriate, Bouchard herself saw no issue, stating that she liked her outfit and was happy to display it.

She saw no issue with it.

But in a recent interview on the "Building Pickleball" podcast, it all makes sense.

It’s evident that there’s a broader philosophy she seems to have adopted: that embracing one's sexuality and appearance can be a legitimate way to build a personal brand and even elevate the sport.

Bouchard pointed out that being featured in fashion magazines or swimsuit issues can bring new attention to sports like tennis—or now, pickleball—from people who might not have engaged with them otherwise. To her, this is simply a practical approach: if it works, why not use it?

She has a point.

But here’s the deeper issue. Bouchard’s embrace of the "sex sells" mentality may feel like an empowered, pragmatic choice on the surface.

But in a world that has become over-sexualized, the long-term effects are often negative and not in the least bit empowering.

She’s not just accepting the sexualization that inevitably follows public figures; she’s leveraging it for gain…and advising young women that it’s okay.

Yet, the implications of this approach are far from harmless. When female athletes use their appearance as a primary tool for exposure, it risks reducing their value to just that…appearance. It promotes that in a world still fighting about gender equality, treating women with respect, misogyny, women should use sex to succeed or garner attention by playing into age-old stereotypes about attractiveness.

One must ask: is this really the best way to advance herself and the sports she is associated with, or does it undermine the very qualities that sports should emphasize…athleticism, discipline, hard work?

Bouchard’s argument rests on the notion that more exposure, even if driven by sexualization, is good for the sport as a whole. But if that exposure is built on objectification, it can easily dilute the athletic achievements that should be at the core of any sportsperson’s identity.

The broader cultural context is important here.

For decades, women have fought for the right to be seen as more than just objects of desire in fields traditionally dominated by men. Sports, with its emphasis on merit and competition, should be one of the few arenas where gender doesn’t determine worth.

But by promoting the idea that sex appeal is a valid route to success, we risk turning sports into yet another venue where appearance trumps ability. This is not just a personal branding issue—it’s a societal one. If sports, particularly for women, become another stage for commodification, what does that say about the value we place on pure talent and authenticity? Where is the respect for one’s own image?

Sure. Bouchard’s view that this strategy benefits both individuals and the sport isn’t without merit.

It’s true that appearances in major media can bring in fans who wouldn’t otherwise watch. But the question remains: at what cost?

If the price of bringing new viewers to the game is reinforcing the notion that women’s primary value lies in how they look, then the long-term impact could be damaging, if not already, not just for individual athletes but for the sport as a whole.

In the end, it’s not merely about “using what you’ve got” to achieve your goals, as Bouchard put it. It’s about whether that approach advances the broader cultural understanding of female athletes as competitors, not commodities. Bouchard may not see a problem with being sexualized, but it’s crucial for young women to ask whether the future of women’s sports should be built on such a foundation.

Most rational people would say her advice is probably not a productive one for society, women, or the sport of tennis and pickleball.