Elmien Cloete, UWC Sports Director Elmien Cloete, the newly appointed University of the Western Cape (UWC) Sports Director, shares her journey in sports administration and her hopes to leave a legacy of empowerment, inclusivity, and innovation while fostering an equitable sports landscape for staff and students alike. Harriet Box asked about her career and journey and the challenges she faced along the way.
Can you discuss your career in sports and the challenges you’ve encountered?
My love for sports goes way back to school, where I threw myself into every activity I could. I was that kid who just couldn’t sit still! My PE teacher became a huge inspiration, and before I knew it, I was pursuing a career as a PE teacher myself. After graduating from UWC, I started teaching PE at two schools on the Cape Flats. Besides teaching, I coordinated sports programmes and even coached various sports. When UWC Sport opened up a role for a Sports Administrator, I jumped at the chance, and this became my first role in sports administration.
Being a woman in sports administration in South Africa hasn’t always been easy. Gender stereotypes and biases followed me around like an unwanted shadow. Sometimes, my input wasn’t taken seriously, or I’d be left out of important decisions. But I refused to let it stop me. I constantly advocated for inclusivity and surrounded myself with supportive colleagues. Organisations like University Sport South Africa (USSA) have also been amazing in breaking down barriers for women in leadership roles.
You left UWC to join Sol Plaatjie University. Now that you are back at UWC, can you speak about the transition between the institutions?
Joining Sol Plaatje University and becoming head of sport was such an exciting move for me. As one of the youngest institutions in the country and being located in my home province of the Northern Cape, it felt like the perfect opportunity to make a real difference in sports development.
My time at UWC taught me so much. I honed my leadership skills, handled strategic planning, managed larger teams, and mastered the art of financial management. Of course, every new workplace comes with its own systems and quirks, but I’ve always enjoyed the challenge of learning and adapting.
Cloete, graduated with her Master’s Degree in Sport and Recreation (Cum Laude) at UWC in 2022. Image: Ruvan Boshoff/UWC Every university has its own personality, and while Sol Plaatje is still growing, it’s been fun diving in and seeing how things work differently here. It’s a great reminder that growth and change go hand in hand.
What does your new role entail, and can you discuss your vision?
As the new Director of Sports at the |University of the Western Cape (UWC), my main focus is supporting our student-athletes. Whether it’s academic help, mental health resources, or sport science support, we want to take care of them holistically. And it’s not just about competitive athletes - we’re creating opportunities for students from all walks of life to get involved in recreational activities. Plus, raising the university’s profile through media is high on my list.
Partnerships are my secret weapon. Building and strengthening relationships - whether old or new - will help us take our sports programmes to the next level. For now, I’m focused on getting the basics right. Staff well-being is a big priority because a happy team means better support for our students. I’d also love to see more engagement from our sports alumni, so that’s something I’m currently working on with our Alumni Office.
How do you feel about being called a trailblazer?
Being called a trailblazer is pretty overwhelming, but it’s also such an honour. I hope to inspire women to dream big and push boundaries - not just as athletes but as decision-makers and leaders. I’m determined to create an inclusive environment where future female leaders can thrive, and I lead by example every step of the way. Mentorship programmes and workshops are also key tools in this mission.
What are your plans for the future?
Looking ahead, my ultimate goal is to create sustainable and successful sports programmes here at UWC. Partnerships will be a huge part of that, especially since financial constraints are a reality for most higher education institutions. Sponsors, we’re looking at you!
I’m optimistic about the future for women in sports administration. We’re seeing more women step into strategic roles, even at national levels, and media coverage has been a game-changer for visibility.
As for my legacy, I hope to leave behind a culture of empowerment, inclusivity, and innovation. I want to inspire staff and students to break barriers and build a sports landscape that’s equitable, exciting, and full of opportunities for everyone.
