# Jolene Jolene: Building Atlanta's first women's sports bar on social media

Jolene Jolene started because Chelsea Fishman wanted a reliable place to watch women's soccer. It grew from there into something bigger: a place that supports and celebrates all women's sports.

Published: 2026-10-12.
Last updated: 2026-10-12.

Chelsea has spent her whole life around sports and has a background in marketing. She wanted to combine the two to create a space where people could come together, watch women's sports, and build a community around them.

Today she owns and operates Jolene Jolene as Atlanta's first and only women's sports bar. The bar hosts watch parties, events, trivia and community gatherings, sells merch, and serves food and drinks, all with one goal: creating a space where everyone feels like they belong.

## A place people have made their own

Ask Chelsea about a win she's proud of and she doesn't point to a single night. The biggest wins are the ones where she looks around and realizes that people have made Jolene Jolene their place.

> "We have a lot of regulars, which just feels really special. People that have always wanted a space like this, but never had one."
>
> — Chelsea Fishman, Founder of Jolene Jolene

There are plenty of nights where the place is packed, everyone is cheering together, strangers are becoming friends, and people are genuinely excited to be there.

![A crowd of fans shoulder to shoulder along the bar at Jolene Jolene during a watch party](/img/v2/customers/jolene-jolene/bar.jpg)

*Watch parties fill the bar, with every screen showing women's sports.*

## A brand built on social media

Social media isn't a nice-to-have for Jolene Jolene. Chelsea says the bar could not have gotten where it is without it, and she doesn't say that lightly.

She started Jolene Jolene with nothing but a dream and some marketing savvy. Without the resources or backing to jump straight into the sports bar space, she leaned heavily on social media to build a brand and a community that people would care about before there was a bar to walk into.

> "It's how I got the word out about our events. It's how I promoted our merch. It's where I made announcements and connected with people who could help me get where I wanted to go. Social media really helped me turn an idea into something people could see, understand, and ultimately believe in."
>
> — Chelsea Fishman, Founder of Jolene Jolene

## When posting was a full-time job

Posting used to be a very big pain. There's a lot to juggle when starting, and then running, a business. Keeping content organized, consistent and relevant on top of all of it was a full-time job in itself.

> "I have a marketing background, so I know how important consistency and planning are. But when you're also running a bar, hosting events, managing a team, and putting out a million little fires, content can easily become the thing you're scrambling to get done at the last minute."
>
> — Chelsea Fishman, Founder of Jolene Jolene

## Simple, cost-effective, and easy to use

Chelsea knew she needed a content scheduler. She'd used them in previous jobs, but she didn't need anything with a huge feature set. She just needed something cost-effective and easy to use for the bar's Instagram and Facebook posts. Pallyy came up a lot while she was researching options, and it quickly became one of her favorite tools.

> "It's simple, keeps me organized, and continues to get better without becoming overwhelming."
>
> — Chelsea Fishman, Founder of Jolene Jolene

The full calendar view has been especially helpful for looking ahead at upcoming events and figuring out what needs to be posted, when it needs to go out, and how everything fits together.

## Planning ahead, without it feeling like work

Planning ahead has become really important to how Jolene Jolene runs. It's not something Chelsea does naturally. She describes herself as very type B, so having a tool that makes planning feel natural is a huge win and a load off her plate.

> "When you have to stay on top of sports schedules, events, promotions, partnerships, food and drink content, and community content, it's a game-changer to have a tool that can pick up for me."
>
> — Chelsea Fishman, Founder of Jolene Jolene

Chelsea still remembers hitting 100 followers on Instagram and how excited she was, deep in the work of growing and cultivating the brand. Now the biggest win with Pallyy is time. Being able to schedule posts in advance means she can spend more of it creating and thinking strategically instead of manually managing posts.

It also helps the bar stay consistent, which is huge for a growing brand. The team can plan around major moments and make sure the social presence feels intentional rather than reactive.

## Advice for anyone building a brand from the ground up

Chelsea's first piece of advice is not to underestimate how much your social presence is part of your brand, especially when you're building something from nothing. Most people are going to experience your business online before they ever experience it in person.

Her second is to give yourself grace. Lots and lots of grace.

> "It's weird. It's hard. And it's incredibly vulnerable to put your dreams out into the world and ask people to care about them. But if it's important to you, it will find its way."
>
> — Chelsea Fishman, Founder of Jolene Jolene

Your content is part of your identity, so be thoughtful about it, but also have fun with it. Social media is supposed to help grow your business, not leave you feeling overwhelmed. And don't overthink every post. Sometimes you just have to fire it off and see what lands.

> "You can learn a lot more from actually putting something out there than you can from staring at the draft for three hours. I promise you that no one is thinking about your engagement numbers or follower count as much as you are."
>
> — Chelsea Fishman, Founder of Jolene Jolene

## Related

- Full customer story: https://pallyy.com/customers/jolene-jolene
- Jolene Jolene: https://jolenejoleneatl.com/
- Jolene Jolene on Instagram: https://www.instagram.com/jolenejoleneatl/
- Calendar: https://pallyy.com/features/calendar
- Publishing: https://pallyy.com/features/publish
- Customer stories: https://pallyy.com/customers