From Alouettes cheerleader to Alliance president, Annie Larouche by no means gave up on professional sports activities goals

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As she takes inventory of all she has achieved in her skilled life, and contemplates the journeys which may lie forward, Annie Larouche can’t assist remembering all of the folks — chauvinistic males largely — who stated none of this was potential.

Larouche, not too long ago named president of the Montreal Alliance CEBL franchise, walked away from her job as a felony courtroom clerk on the Montreal Courthouse greater than 25 years in the past, becoming a member of the Alouettes after they returned to the CFL as director of group relations. However Larouche additionally was a cheerleader for the crew, in command of the squad.

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“I used to be advised if you wish to transfer up the ladder you may need to step away from cheerleading if you wish to have credibility,” Larouche not too long ago advised the Montreal Gazette from her barren and nondescript workplace on the Verdun Auditorium, residence to the Alliance. “I wasn’t shocked however I used to be shocked, I suppose. I’ll show you incorrect as a result of I can do each. Individuals see what’s on the sector, however I used to be in command of the crew. There was a number of planning, budgeting and construction; a number of work behind the scenes folks don’t see. I used to be pleased with that and nonetheless am.

“In case you do issues for the appropriate causes, from the guts, you possibly can obtain something you need.”

Larouche joins an ever-increasing listing of top-ranking feminine executives within the male bastion of professional sports activities, together with France Margaret Bélanger, president (sports activities and leisure) for the Canadiens; Cleveland Browns’ assistant common supervisor Catherine Raîche, who began with the Als, and Vancouver Canucks’ assistant GM Émilie Castonguay, the one girl licensed as a participant agent by the NHLPA.

This marks the primary time a Montreal professional franchise has named a lady to the submit.

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“There are a number of superb ladies in Montreal, in Quebec, which can be doing a lot for sports activities,” stated Larouche, 52. “They don’t have that title of president however they’re doing an superior job. I have to share this with ladies who paved the best way earlier than and did an incredible job behind the scenes.

“I’d like ladies to know that is how I’ve been working all my life,” added Larouche, the mom of two youngsters. “I’m not in search of a title, for a wage. I desire a problem. It has to return from the guts. I’m a passionate one who at all times adopted my coronary heart.”

Larouche left the Als in 2021, ready for brand new challenges, and was named vice-president (operations) of the fledgling professional basketball franchise, which simply accomplished its second season. Very similar to 1996, when she joined the Als after the franchise transferred from Baltimore, Larouche wished to enter on the bottom ground, constructing one thing from its inception, indulging within the satisfaction of watching a company burgeon.

She was 24 again then, inexperienced and naive, however by no means shy to precise her emotions throughout conferences. She compensated for no matter shortcomings others may need believed existed by being properly ready, doing analysis, asking questions and coming outfitted with concepts.

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“You need to arise for your self,” she stated. “I used to be a younger Annie in a room stuffed with skilled folks … however I made positive I understood all the things from A-Z. Once you get in a gathering you recognize precisely what you’re speaking about and might defend your opinion.”

Mark Weightman, who returned as Als president for the second time in April, additionally was slicing his enamel with the CFL crew again then because the advertising co-ordinator, watching and rising with Larouche as each grew to become extra assured and outspoken.

“It’s at all times exhausting to venture, even in your self,” Weightman stated. “However there was one factor about Annie that grew to become fairly evident early on: she will get issues executed. She’s very decided, and we noticed that. She’s not shy. She’s not afraid to work exhausting. That’s simply the best way she’s wired. She was at all times taking up tasks.

“It was fairly clear we wished her to proceed taking up extra issues … as a result of she would ship.”

Promotions quickly adopted, Larouche ultimately being named government director of the Als’ basis whereas additionally working with the crew’s alumni. As VP with the Alliance, she helped construct the crew from its basis, in command of all the things from group relations, season tickets and sponsorships, whereas maintaining a detailed eye on what transpires on the courtroom. The promotion to president, and the following increase, is a pure perk for the work Larouche delivered.

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Regardless of heading a skeleton workers of solely six full-time staff, the Alliance bought barely greater than 1,000 season tickets — the primary CEBL crew to take action — and averaged 2,900 for 10 houses video games in its 3,500-seat venue regardless of nonetheless in search of its first playoff berth. It bought a league-leading $125,000 in merchandise, Larouche stated.

“We knew there was an actual ardour for basketball and other people have been prepared for a crew,” she stated. “The final two years proved it.”

Larouche by no means has regarded far forward, refusing to invest the place she is perhaps in 5 years. It might nonetheless be with the Alliance if the problem continues to pique her curiosity. Within the meantime, though she has veto powers, she’ll stay open to any and all strategies from her workers.

“I’m the kind of president that listens to everybody,” she stated. “I’m the one which has the ultimate say, nevertheless it must be a crew resolution.”

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