THE WOMAN BEHIND THE WOLVES: Elsie Rayon-Chavero Is Building a New Soccer Culture in New Orleans
For Elsie Rayon-Chavero, refusing to stay in one lane isn’t just a career strategy—it’s a way of life. Born in Mexico City and raised in New Orleans from the age of eight, she learned early how to adapt, overcome challenges, and find opportunity in unfamiliar territory. Those lessons would eventually take her from grassroots soccer and community coaching to media, communications, event production, executive leadership, and now the launch of NOLA Wolves FC. But her latest chapter isn’t simply about building a soccer club—it’s about building a movement, creating opportunities for athletes, strengthening the soccer community across the Gulf Coast, and proving that when passion meets vision, the possibilities extend far beyond the field.
SFND MAG: Before soccer, media, and executive leadership became such a major part of your life, what was Elsie Rayon like growing up, and what early experiences shaped the woman you are today?
ELSIE: I come from a big family, and I’ve always said that I’m grateful for that because it prepared me for so many things in life. I was originally born in Mexico City and moved to New Orleans when I was eight years old. That big change — the culture shock, learning a new language, and even adjusting to the weather — presented some big challenges for eight-year-old Elsie.
However, those experiences helped shape me into a woman who isn’t afraid to face obstacles, who is solution-driven, who can adapt to change, and who will rise to a challenge.
Looking back, I’m grateful for those experiences because they taught me resilience and adaptability at a very young age.
SFND MAG: Your career spans sports, communications, television, event production, business, and even legal interpretation. When did you realize you were someone who could—and perhaps needed to—wear multiple hats?
ELSIE: Experiencing firsthand the impact that soccer can have on a community, on a family, and on a child was eye-opening and formed a lifelong passion for me to further the game, especially in my region, where accessibility has always been an issue at all levels of play.
I think that passion naturally led me to wear multiple hats. I realized that if I wanted to make an impact, I couldn’t limit myself to just one role — I had to be willing to communicate, create, organize, lead, and step in wherever I was needed.
I truly believe that soccer lives up to being called “the beautiful game” because of its power to connect and bring people together.
SFND MAG: You began your soccer journey through grassroots coaching and community recreation. How did those early experiences influence your philosophy about what soccer can mean to a community?
ELSIE: Firstly, it helped me get to know myself and realize how much of a lifelong passion soccer would become for me. It’s a place I go back to mentally whenever I get discouraged in the present. I think back to how much it meant for those first kids I coached to not just learn about soccer, but to learn how to be part of a team.
Seeing that impact firsthand also showed me the need that existed in our community, and that initial need fueled my drive to help expand the sport and create more opportunities for others to experience it.
SFND MAG: You’ve held leadership positions with organizations including NOLA Athletic FC, Soccer Innovations of America, NOLA Gold Rugby, Atlético Pro FC, and L.A. Wolves FC. What have those experiences taught you about leadership and building successful sports organizations?
ELSIE: The different leadership positions I’ve held have helped me sharpen my leadership skills and have given me a firm belief that we lead best by inspiring others. I’ve learned that successful organizations are built when people believe in what they are doing and understand that their individual contributions are part of a bigger vision.
Each organization and each role has also presented different challenges, which has taught me the importance of being adaptable, listening to the people around me, and recognizing their strengths. To me, leadership isn’t about having all the answers; it’s about bringing the right people together, inspiring them, and creating an environment where everyone can contribute to the organization’s success.
SFND MAG: You’ve also established yourself as an on-air and on-camera personality. How has your experience in media changed the way you communicate, market, and tell the stories of athletes and clubs?
ELSIE: My experience with the media helped me learn that we best tell a story when it comes from an authentic place. Those are the narratives that truly engage a community and an audience and, ultimately, create a fan.
When we become more than just a sports team, but a movement with a story, people can quickly recognize and attach themselves to that authenticity and passion. My experience in media has taught me how important it is to find that story and communicate it in a way that allows people to feel connected to the athletes, the club, and what we are building.
SFND MAG: You hold specialized education in sports innovation and technology from Tigres UANL and Zports Peru. What did that experience teach you about the future of sports—and how have you applied it to your work?
ELSIE: The completion of those programs helped me learn how to execute ideas from beginning to end. Some of the most invaluable lessons were understanding where to get scientific with metrics and data, and when to get creative with establishing and communicating a brand identity.
I’ve applied that to my work by understanding that building a successful sports organization requires both. You have to be able to measure what is working and make informed decisions, while also being creative enough to build an identity that people recognize, connect with, and want to be part of.
SFND MAG: You’ve earned recognition and opportunities across sports, media, business, and community leadership. Which accomplishment or career milestone means the most to you personally, and why?
ELSIE: A career milestone that I am particularly proud of was when we held a professional international soccer match at the Shrine on Airline, which is the third-largest stadium in the state of Louisiana. At the time, the primary tenant was a professional rugby team, so taking the venue and transforming it to host a soccer match between a club from Honduras and a club from Mexico was a unique challenge. There are very few things in my career that I have dedicated so much of myself to because I oversaw nearly every aspect of the event from beginning to end. Seeing it all come together was incredibly rewarding.
Another accomplishment I am particularly proud of is becoming a certified interpreter with the Louisiana Supreme Court while being completely self-taught, and then maintaining that certification throughout my career. For me, it has always been a testament to my ability to learn independently, challenge myself, and reach a professional standard through discipline and determination.
SFND MAG: Let’s talk about New Orleans. What is it about the city’s culture, people, and sports community that makes it such a powerful environment for soccer to grow?
ELSIE: There is absolutely no place else in the world like New Orleans. The city breathes and is full of life, art, and culture, and we take the expression “melting pot” and truly personalize it.
While basketball and football have always been king in New Orleans, the growth of the Hispanic population, as well as the global growth of soccer, has made the city a natural place for us to nurture and grow the sport that we love so much. New Orleans is a city that embraces passion, community, and culture, and soccer brings all three of those things together.
SFND MAG: NOLA Wolves FC launched in 2026 as an official expansion and affiliate club of L.A. Wolves FC. What attracted you to the Wolves organization, and what made you want to be part of this chapter in New Orleans soccer?
ELSIE: I began collaborating with the founder of the Los Angeles Wolves a couple of years ago, and through that collaboration, guidance, and mentorship, I was able to sharpen many of my skills. To be completely honest, their trust in me and their willingness to commit to growing both projects simultaneously is something that I immediately knew I wanted to be a part of and contribute to.
There is something very meaningful about being trusted to help build and grow an organization, especially in a city and a soccer community that means so much to me.
SFND MAG: What is your vision for NOLA Wolves FC beyond simply competing on the field?
ELSIE: My vision for NOLA Wolves is for it to embody the movement that has already begun. We are more than a soccer team; we are a community coming together from different backgrounds, different walks of life, and different industries, but who all share the same passion and vision to grow the beautiful game.
I want us to build a soccer club that is truly representative of the city — one that coaches want to coach for, players want to play for, and people want to come watch and support. Ultimately, I want NOLA Wolves to be something that the entire community can feel a part of and be proud to call their own.
SFND MAG: What do you want this club to represent to New Orleans and the Gulf Coast?
ELSIE: I would like for other clubs, team owners, and potential founders to look at us and feel inspired to do the same. I would like NOLA Wolves to represent a team that is spearheading the growth of the sport in the region by leading by example and providing support, encouragement, and resources to other teams.
I believe that growing soccer in the Gulf Coast isn’t about the success of just one club. The stronger we can make the soccer community around us, the stronger the sport becomes throughout the entire region.
SFND MAG: One of NOLA Wolves’ goals is creating opportunities for local talent and expanding the professional soccer pathway. How do you envision the club helping young players turn their potential into real opportunities?
ELSIE: I believe that the UPSL is a great showcase for players to gain a maximum amount of exposure. Another aspect of the L.A. Wolves organization that I may not have mentioned before is that we are also equity partners in a First Division team in Belize, which is an example of the direct pathway that players can potentially look forward to.
Just in the past year, we’ve seen the potential that the UPSL has to serve as a stepping stone for players who are serious candidates to move on to the next level. Our goal is to continue creating those opportunities and connections so that talented local players have a platform to showcase themselves and a real pathway to advance.
SFND MAG: As someone who specializes in communications and brand development, what do you believe NOLA Wolves needs to do to build a recognizable identity and passionate fan base in a city with such a rich cultural identity?
ELSIE: I think we have to go through the growing pains of establishing ourselves, putting out a proof of concept, and connecting with the community in a way that is genuine and natural — and that takes time.
We have to show people who we are, what we stand for, and give them a reason to feel connected to the club. I don’t think you can force that kind of identity or loyalty. It has to grow organically through consistency, authenticity, and being present in the community. If we do that, I believe the passionate fan base will follow.
SFND MAG: You’re joining NOLA Wolves during its inaugural chapter. What are some of the biggest initiatives, partnerships, events, or community programs you hope to develop as the club establishes itself?
ELSIE: I would love to launch a women’s team. I believe that the talent is here, and it would be the natural next step so that we can provide opportunities to play for athletes regardless of whether they are male or female.
We’ve also done several cross-marketing partnerships with other startups and organizations, and I believe that’s a powerful way to maximize exposure and, more than anything, build legitimate bonds within the movement that we are trying to grow. I would love to continue developing those partnerships in ways that allow us to support one another, reach new communities, and grow together.
SFND MAG: You’ve spent your career connecting organizations with communities through storytelling and engagement. What story do you want people to tell about NOLA Wolves FC five years from now?
ELSIE: I would love for people to tell the story of a team that, one, was founded by a woman, and two, was able to grow not only itself but also other teams in the region to another level of competition by helping establish the Gulf Coast Conference and planting the seeds for the future of soccer throughout the entire region.
I would want people to look back and say that NOLA Wolves was part of something bigger than itself — that we helped create opportunities, strengthen the soccer community, and build something that continued to grow long after those first few years.
SFND MAG: Finally, Elsie, you’ve built a career by refusing to stay in one lane. What’s next for you—and how big can NOLA Wolves FC become under your vision and leadership?
ELSIE: As for me, you will always see me involved with NOLA Wolves. Now that the team is off the ground, I can pivot back to my career and continue exploring new opportunities, creating new adventures, and collaborating with others who can benefit from the unique skill set I’ve acquired by precisely refusing to stay in one lane.
As for NOLA Wolves, I believe the potential is tremendous. We’ve planted the seeds, and now it’s about continuing to grow the club, the opportunities we provide, and our impact throughout the region.
And personally, you will definitely be hearing some career announcements from me soon!
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