Former New Zealand international Bex Smith has embarked on an ambitious project to reshape women’s football through club ownership, with her investment group Crux Football completing its first acquisition of French side Montpellier.
The two-time Olympian, who now serves as chief executive of the newly formed ownership group, revealed plans to expand the portfolio rapidly, potentially adding two more clubs within the coming year.
“What really drives me is creating the environment I wish had existed during my playing days,” Smith explained. “The women’s club game is experiencing tremendous growth, but many organizations excel in certain areas while falling short in others. Some focus heavily on commercial success but struggle on the pitch, while others achieve sporting results without maximizing media exposure or player development.”
Smith’s approach centers on building what she describes as a “player-first” model, prioritizing athlete needs before expanding other aspects of the organization. “We begin with the players and construct everything around supporting them,” she noted. “The foundation starts with providing what athletes require to perform at their best.”
Montpellier, currently positioned in the lower half of the French top division after a challenging start to the season, represents what Smith sees as untapped potential. The club’s facilities, including what she described as “world-class playing surfaces,” were among the factors that made the acquisition appealing.
The investment group has assembled notable backers from both sports and business, including former US women’s national team standout Julie Foudy, former Netflix executive Cindy Holland, and data analytics specialist Ted Knutson of StatsBomb.
Smith acknowledges the increasing competition in women’s football investments, with other groups like Mercury13 and businesswoman Michele Kang making significant acquisitions across multiple leagues. “The growth trajectory has been remarkable,” Smith observed. “Those who passed on opportunities five years ago are likely regretting their hesitation now.”
The former footballer-turned-executive emphasized the importance of balancing rapid expansion with careful stewardship. “We’re moving quickly because our model depends on scale, but we’re equally committed to doing this properly,” Smith stated. “Montpellier demands our full attention initially, and we believe in demonstrating results before making bold pronouncements.”
With additional club acquisitions potentially materializing as early as next year, Smith’s venture represents the latest significant investment in the rapidly evolving landscape of women’s professional football.
