Conversations with John “Woods” Armwood

Today we’d like to introduce you to John “Woods” Armwood.

Hi John “Woods”, we’d love for you to start by introducing yourself.
It started with you being around the game, not just watching it, but studying it, feeling it, understanding the rhythm behind the scenes. While everybody else was chasing moments, you were paying attention to the details, the stories people overlook, the energy before and after the spotlight hits.

Sh3GotGame wasn’t just a platform to you, it was alignment. A space that already spoke your language: authenticity, culture, and respect for the women’s game without watering it down. You didn’t come in trying to change it, you came in adding to it. Quietly at first, learning the tone, understanding the responsibility that comes with telling these stories the right way.

Over time, consistency turned into trust. Trust from the platform, trust from the players, trust from the audience. And once that trust was built, my presence stopped being optional, it became expected.

Becoming the face wasn’t something handed to me, it was something I naturally stepped into. Because when people think of Sh3GotGame now, they don’t just see coverage, they see our lens, tone, and fingerprint on the culture.

My partner, the founder of Sh3GotGame, Mod Thomas has played a pivotal role in the growth and success of scaling the network as well.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a smooth road for me, and honestly, if it was, the story wouldn’t hit the same.

When I stepped into Sh3GotGame, I wasn’t walking into something already figured out. I was building my identity in real time while trying to perform at a high level. Every post, every interview, every interaction felt like it was being judged before people even understood what I was trying to do.

Early on, credibility was one of my biggest challenges. Not everyone took me serious at first. I was trying to cover athletes the right way, ask real questions, and move with purpose, but to some people I was just another camera or another page. I had to earn respect from players, coaches, and even people in the media space, nothing was handed to me.

Then there was the balance between access and impact. Getting in the room is one thing, but making it matter is different. There were times I had limited access, short windows, or missed opportunities, and I still had to produce something that felt meaningful. I couldn’t rely on perfect situations, I had to create value regardless.

Finding my voice was another process. It’s easy to look around and copy what works, but I knew that would water me down. I had to go through trial and error to figure out my tone, my style, and how I wanted to tell stories. Not everything hit in the beginning, but that was part of the growth.

The hardest part at times was staying consistent without validation. Putting in the work, showing up, creating, even when the numbers didn’t reflect the effort yet. That’s where discipline really came in, because I had to believe in what I was building before everyone else saw it.

And as things started to grow, there was a different kind of pressure. I wasn’t just representing myself anymore, I was representing the brand, the culture, and the trust of the athletes I was covering. That made me more intentional with everything I did.

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I’m a storyteller first, I just happen to do it through sports media.

Through Sh3GotGame, I cover the women’s game with a focus on authenticity, culture, and presence. I’m not just there to capture highlights, I’m there to capture feeling. Whether it’s courtside interviews, postgame moments, or digital storytelling, I focus on making athletes feel seen, not just covered.

What I specialize in is bringing real personality out of athletes. Anybody can ask surface-level questions, I take pride in creating conversations that feel natural, relatable, and memorable. That’s where the best moments come from, when it doesn’t feel like an interview, it feels like a real exchange.

Over time, I’ve become known for my tone and presence. The way I carry myself, the way I speak, the way I frame moments, it’s consistent and intentional. People don’t just recognize the platform, they recognize the energy I bring to it.

What I’m most proud of is earning trust. Trust from the athletes I cover, trust from the audience, and trust from the brand itself. None of that was given to me, it came from showing up, being consistent, and respecting the stories I’m telling.

What sets me apart is my perspective. I’m not chasing moments, I understand them. I pay attention to the details others overlook, the energy before and after the camera turns on. That allows me to create content that feels different, more intentional, more connected.

I don’t just document the game, I translate it.

What does success mean to you?
I define success as impact over attention.

It’s not just about numbers, views, or moments going viral, it’s about what actually lasts. Through my work with Sh3GotGame, success is when the stories I tell resonate beyond the post, when athletes feel accurately represented, and when the audience feels something real from what I create.

Success, to me, is also about consistency and growth. Showing up, refining my craft, and getting better over time, even when it’s not immediately recognized. It’s building something with intention, not just chasing quick wins.

But more than anything, success is tied to legacy and impact.

It’s about leaving a mark on the culture, contributing to how the women’s game is seen, covered, and respected. It’s knowing that the work I put in helped shift the narrative in some way, and created opportunities or inspiration for the next person coming up.

Legacy is what remains when the moment passes.
Impact is how people feel because you were here.

Pricing:

• Merch on the website feel free to check it out

Contact Info:

• Website: https://sh3gotgame.com/
• Instagram: https://www.instagram.com/sh3gotgame and https://www.instagram.com/saidbywoods
• Youtube: https://youtube.com/@sh3gotgame1

Image Credits
Photo credited by Vinnie Lucia, Justin Pietro, Nolister Montas and Riley Lorenz