Aston Villa Women's managing director Maggie Murphy is working to attract more fans to the club, moving beyond the 'family-friendly' image that has defined women's football. Historically, the core selling points of women's football have been inclusivity, accessibility, and lower ticket prices. However, Murphy believes that this image undermines the elite competition that the Women's Super League provides. Aston Villa Women, who won promotion to the English top flight in 2019-20, are looking to grow their attendances and commercial growth. The club's co-founder of fan group Villa Bellas, Sarah Breslin, says that figuring out the club's identity is crucial. 'We should be bigger than we are,' she says. 'We should have much higher attendances. It's about capturing that.' Murphy has been tasked with growing attendances and commercial growth, as well as independent restructuring. The club hosted its first fans' forum for the women's team, which Breslin admits was an 'abnormality' that brought an immediate 'culture shift' regarding fan engagement. Aston Villa Women's highest-ever WSL finish is fifth in 2022-23. The club is looking to build on this success and create a new identity that differentiates them from other 'family-friendly' atmospheres. As the game expands, so does the demographic, and Aston Villa Women are looking to capture new fans. The club's men's team is third in the Premier League, but the women's team is more humble. Murphy and Breslin are working to change this and create a new era for Aston Villa Women. The club's fans are eager to see the team succeed, and with the right identity and marketing, they believe that they can attract new fans and grow the club. Aston Villa Women are taking steps to move beyond the 'family-friendly' image and create a new identity that showcases their elite competition and dedication to the sport.