We're building more than a brand, we're creating a global community that recognizes women who challenge expectations, inspire future generations, and redefine what greatness looks like.
a girl in pink.
At six years old, surrounded by boys, I was given a choice — keep up, or go home. Pink became my beacon of hope for other girls to find me and join.
But where are the other girls?
Pink became my beacon of hope that other girls would find me and join. It worked! It also encouraged other girls to try the sports they did not feel comfortable pursuing — football, motocross, snowmobiling, to name a few.
I wanted other girls to see that if I could do it, they could too.
Fast forward 30 years and two beautiful daughters of my own. I patiently waited for a brand to emerge that represented the girls the way other brands represent the boys.
Nothing. So I recognized that this mission was put on me.
Why the name Hardcore Candy?
Because the majority of women I’ve met, including myself, are very kind, caring, sweet girls, but they are also fierce, determined, and hardcore in their sport. Hardcore Candy just fits.
Provocative, I know, but I didn’t pick the name. It picked me.
Welcome to the Future of Women’s Sports!
The Crown was never just a logo. It's about who you become.
It's found in the early mornings, the relentless training, the quiet sacrifices, and the moments no one applauds.
It's the women who refuse to quit, who choose courage over comfort, and who lift others as they climb.
The Heart Behind the Crown
Recognition
Where opportunity begins and future generations are inspired.
Dedication
Fighting battles no one else sees, when no one else believes.
You’re not alone.
Community
The strongest victories are the ones we share.
Excellence
Never stop pursuing your potential.
Legacy
Building a timeless foundation.
Meet the Crew
Amanda George
Owner & Dreamer
Amanda George
Owner & Dreamer
Founded Hardcore Candy Inc. to empower and connect female athletes worldwide.
Natalya
Merchandising Specialist
Natalya
Merchandising Specialist
Pickleball player off the court, champion of female athletes on the job. Natalya brings high-energy and passion for women in sport to everything she does at Hardcore Candy.
Ashley
Team Member
Ashley
Team Member
Ashley brings a lifelong love of sport and a genuine passion for community to the Hardcore Candy team. She is proud to be part of a movement that empowers women in sport and fuels the passion behind the game.
Myk
Operations & Systems Coordinator
Myk
Operations & Systems Coordinator
Myk keeps Hardcore Candy running — blending creativity, organization, and strategy to support athletes and grow the brand. Outside the office she hosts a podcast dedicated to raising awareness of chronic illness and disability.
