Emma Francey, Content Writer at Oax Sport. How Storytelling Supports Athletes in Oaxaca, Mexico

In this insightful interview, we dive into the world of Emma Francey, a dedicated content writer at Oax Sport. With a rich background in storytelling and a deep passion for sports, Emma plays a crucial role in bringing the spirit of Oaxacan athletes to the forefront through compelling narratives. From her initial steps into content writing to her aspirations and challenges, Emma shares her journey, her process for creating impactful content, and how she collaborates with the team at Oax Sport to promote the mission of supporting local athletes.

• Can you tell us about yourself and your role as a content writer at Oax Sport?

As a Content Writer at Oax Sport, I write content about the region, food, and athletes of Oaxaca. I have a passion for sports and enjoy this meaningful part of my life. My goal is to create content that not only informs but also inspires and connects our audience to the heart of what Oax Sport stands for.

• How did you become interested in content writing, and what led you to Oax Sport specifically?

I’ve always been a writer. I counted my notebooks a couple of days ago and counted 18, stored all over the house. Never short of ideas, I try to scribble them down when they pop up. A couple of years ago, I decided to turn writing into my full-time job, as it’s enjoyable and transportable. When I came across the advertisement for Oax Sports, I was drawn to it because I love sports, and what the team at Oax Sport does is impressive.

• What aspects of sports and athletics inspire your writing?

What I love about the Oax Sport runners is their energy and enthusiasm. I find them inspiring because they are happy to share their city and their skills with other people. What is so interesting about sports and athletics, particularly in the context of the Oax Sport runners, is their energy and enthusiasm. These athletes embody a spirit of resilience and determination that is inspiring. Despite the challenges they face, be it in training or their personal lives, they have a positive attitude and dedication to their sport. Their happiness to share not only their skills but also the rich cultural tapestry of their city, Oaxaca, adds a unique dimension to their story. It’s not just about the sport; it’s about a deeper connection to their roots, their community, and a shared sense of pride. This resonates with me on a personal level and inspires my writing.

Content Creation & Strategy

• Can you describe your process for creating content that aligns with Oax Sport’s mission?

It begins with the generation of ideas, which come from an appreciation of the rich culture and athletic talent in Oaxaca. Once these ideas take form, I collaborate with Fahad to ensure the topics we choose not only resonate with our audience but also represent and support the mission of Oax Sports. After selecting a topic, I research. This step allows me to weave interesting information with engaging storytelling. The vibrant culture of Oaxaca, with its unique traditions, history, and people, makes for pretty interesting research. I then write the article. Trying to craft stories that are aligned with the mission of Oax Sports and contribute to a deeper understanding and appreciation of the community it represents.

• How do you choose topics, themes, and writing styles for different types of content (e.g., blog posts, newsletters, social media)?

I choose tone of voice depending on the content I am writing, but almost always write in a casual tone, as that is what readers relate to and feel relaxed reading. At this point, I have only written blog posts for Oax Sports. I choose topics that reflect the inspiring stories of Oax runners and the rich cultural context of Oaxaca. I use a casual writing style, as this makes the content more relatable and engaging for our readers, drawing readers into the experiences and achievements of the athletes. My goal is to present these narratives in a way that’s both informative and interesting, fostering a deeper connection between the readers and the Oax Sports community.

• What challenges have you faced in creating content for a sports nonprofit, and how have you addressed them?

The main challenges have been the distance and the language barriers. I would love to call up the runners and chat to them about their training, routines and goals. But this is not possible as I don’t speak their language. I know they have so many interesting stories that we could write about. I hope one day to be able to visit and overcome this barrier.

Trends & Creativity

• How do you stay updated with the latest trends in content writing, especially in the context of sports and nonprofit organizations?

I’m an avid reader and study addict. I spend hours per week learning new skills and trying out new things. I have just found a new course that goes into the detail of writing for nonprofits that I can’t wait to get into.

• How do you balance creativity and adherence to brand guidelines in your writing?

Guidelines seem to help with creativity. Having no guidelines can be overwhelming and harder to get started.

Personal Insights & Development

• What personal qualities or skills have helped you succeed as a content writer?

To be honest, I have ADHD, which can be a real hindrance in some areas of my life. However, it seems to help with writing. I have more ideas and feel that I have more insight into people and life on account of it.

• How do you continue to grow and develop in your field, and what resources or practices do you find most helpful?

I am a member of American Writers & Artists Institute and have access to the latest on what is happening through them. I attend webinars, read, and take courses. I also have subscriptions to various publications that keep me updated.

Future Goals & Oax Sport’s Mission

• What are your future goals as a Content Writer at Oax Sport, and how do they align with the organization’s mission?

I’m hoping to continue writing with Oax and, as mentioned, would love to visit Oaxaca one day and get to know the area and people a lot better. I’m hoping Oax will continue to grow because they do such great work. Sport has always brought people together from all walks of life. It unites people, and that is what is needed more than ever these days. It’s an extraordinary charity.

• How do you see content playing a role in advancing Oax Sport’s support for athletes in Oaxaca?

Content is helpful for inspiring support, whether in the form of donations, sponsorships, or general advocacy. Engaging content also amplifies the visibility of Oax Sport’s mission, attracting a broader audience and potential supporters. Also, by highlighting the cultural richness of Oaxaca and how it intertwines with the athletes’ stories, the content can promote cultural understanding and appreciation, further solidifying the support base.

Advice & Closing Thoughts

• What advice would you offer to aspiring content writers, especially those interested in sports or nonprofit work?

I suggest knowing the goals of the nonprofit you are working for. Make sure you can do everything possible to help them achieve those goals and never stop learning. Believe in the nonprofit yourself, or it will be much harder.

• How can readers support or engage with Oax Sport’s mission?

There are several ways readers can actively support and engage with our cause. Donations are always impactful, directly contributing to the training and equipment needs of the athletes. Sharing our stories and achievements on social media greatly helps in raising awareness. Furthermore, simply following and encouraging our athletes’ journeys can have a tremendous uplifting effect. Support, in any form, is invaluable in helping us achieve our goals and support our talented athletes.

• Is there anything else you’d like to share about your experiences, insights, or the broader work of Oax Sport?

The work for me has been rewarding and educational. I have learned a lot about Oaxaca without even going there. It has given me another take on life and something meaningful that I enjoy doing. The staff at Oax are exceptionally motivated. They enjoy what they are doing, which makes a big difference to the experience, and working with them has been an uplifting experience.

At its heart, Oax Sport is about opportunity: creating space for young athletes to grow, compete, and believe in what’s possible. Storytelling helps shine a light on that mission, but it’s community support that keeps it moving forward.

If Emma’s story and the mission of Oax Sport resonate with you, please consider making a donation. Your contribution directly supports training, equipment, and access to organized sport for young athletes in Oaxaca who might not otherwise have those opportunities. Every act of support—whether through sharing our stories, following the athletes, or giving financially—strengthens the foundation we’re building together.