Chelsea Fishman hosted the first pop-up for her women’s sports bar concept, Jolene Jolene, on June 1, 2024, at Elsewhere Brewing. Over the past year, one of her proudest moments was seeing strangers — as opposed to just friends and family — show up to that first pop-up to watch the U.S. Women’s National Soccer Team.
After nights of popping up at bars, restaurants and breweries around Atlanta, Jolene Jolene was set to launch its residency at the Brick and Mortar incubator space in Pullman Yards on Friday.
The bar’s menu will include a mix of dishes from Brick and Mortar and Jolene Jolene, like bulgogi beef tacos, chicken skewers, hot dogs, burgers, macaroni and cheese fritters, and “girl dinner,” a charcuterie board featuring meat, cheese and accoutrements.
The beverage menu includes cocktails, beer, coffee, tea and nonalcoholic options.
Credit: Olivia Wakim
Credit: Olivia Wakim
Fishman has always been an avid sports fan, and after she saw the women’s sports bar Sports Bra open in Portland, she decided Atlanta needed its own bar specializing in women’s sports.
She launched Jolene Jolene as a pop-up to generate buzz and draw in potential investors for a permanent location.
Her pop-ups have drawn sizable crowds, some reaching standing-room only, she said, like those who gathered at Eventide Brewing to watch the U.S. women’s soccer gold-medal match. Fishman estimated there were about 500 people in attendance.
“I was hoping that’s what would happen, because it’s like, I know I’m not the only one in Atlanta that wants to watch women’s sports,” she said. “And it turns out that’s true.”
Fishman said it hasn’t been easy to watch women’s sports at a bar. She would have to ask bartenders if they could turn on a game. Usually, they’d hand her the remote and tell her she could play it if she could find it.
Credit: Courtesy of Chelsea Fishman
Credit: Courtesy of Chelsea Fishman
As a result, fans usually elect to stay home instead of trying to find a bar playing the games, Fishman said. But gathering at a sports bar to watch with fellow fans and opponents is a big part of the fun.
“Let’s have a space that you know this game is going to be on,” she said.
Figuring out which media network is broadcasting a game or match is its own challenge at times — Fishman maintains a spreadsheet that maps out which channels are televising specific games — but as women’s sports become more mainstream, media coverage is slowly expanding, she said.
Revenue for women’s sports is also growing, and this year it’s estimated to surpass $2 billion, according to projections from consulting firm Deloitte. Last year, it brought in $1.88 billion.
Atlanta is helping to lead that charge. The Atlanta Dream sold out its 2025 season ticket allotment for the second year in a row, according to a news release from January.
Fishman said she hopes the buzz around women’s sports persists beyond trend status, and with its brick-and-mortar residency, which Fishman said will continue indefinitely, Jolene Jolene is joining a small but growing number of women’s sports bars opening across the U/S.
“Women’s sports are entertaining,” Fishman said. “It’s just fun to freaking watch.”
While Jolene Jolene will focus on women’s sports, it will also show men’s games and possibly throw in some “Love Island” watch parties, too.
The Brick and Mortar space includes indoor seating as well as a spacious outdoor tent with TVs.
Its regular hours are 5-10 p.m. Wednesdays-Fridays and 11 a.m.-10 p.m. Saturdays and Sundays.
225 Rogers St. NE, Atlanta. jolenejoleneatl.com
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