CNBC Changemakers: Women Transforming Business is an annual list spotlighting women whose accomplishments have left an indelible mark on the business world.
CNBC Changemakers

Amy Scheer

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Organization: PWHL
Title: Executive Vice President, Business Operations
Industry: Sports

Standout achievement in 2025: Brought women's professional hockey into the national spotlight as the PWHL shattered attendance records in its second season.

Scheer, a sports industry veteran whose four-decade career focused on fan-first strategy has taken her to the NBA, WNBA, NFL and MLS, has played a critical role in the early success of the PWHL.

Founded in 2023, the Professional Women's Hockey League currently competes across eight markets, four in the U.S. and four in Canada. Scheer co-leads the league alongside fellow 2026 CNBC Changemaker Jayna Hefford, and has helped the PWHL to its best season yet.

Last season, the league experienced a 52% increase in total attendance to more than 735,000 fans. So far this season, which started in November 2025, has sold more tickets than the entire 2024-2025 season. 

This momentum was on full display during the PWHL's 2024-2025 Takeover Tour, which brought nine regular-season games to cities outside the league's home markets. Eight games were held in NHL arenas, and as many as  80% of attendees were watching PWHL games for the first time.

Over the past year, the league and teams have added more than 75 top-tier brand partners and doubled merchandise sales.

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