A paywall is coming. We can’t confirm the rumour, but we can read between the lines. And, right now, signs point towards plugging in 16 digits and a CVV number for your future WSL viewing pleasure.

This morning the WSL introduced their new Chief Strategy Officer, Joe Carr, the UFC’s former senior exec of content and international biz, who played a significant role in developing the UFC Fight Pass (a “Front row ticket to MMA worldwide. Bringing you action from five continents” all for $7.99 USD a month). Carr leaves the octagon after five years of service, ready to bring his experience developing new ways to get fans to pay to the WSL's struggling business model.

“I see a ton of parallels between both companies and am leaving for the same set of challenges that attracted me to the UFC,” said Joe.

The decision to add Carr to the roster is a result of the further globalisation of the WSL. He will lead strategy for the WSL’s international business, as well as the integration of Kelly Slater’s Wave Pool. It’s no secret that it's an anaemic moment for media, and the WSL as a media house has endured as thorough a bleeding as any. Considering the cost to run each WSL event (men's only) is somewhere between three to five mill, on the low-end the Men’s CT season runs the WSL a cool $33 mill. And currently, for the fan, it’s all free. No matter how many Coronas or Michelob Ultras you drink out of Hydro Flasks, or how many mentions the "Jeep Leader Yellow jersey" gets, it’s hard to fathom that the WSL is currently sailing smoothly in the black. Our prediction: they'll be banking on WSL fans to keep them floating on green.

“Joe has a very impressive background with groundbreaking achievements in driving the growth of UFC’s global business," Sophie Goldschmidt, official tennis aficionado and WSL CEO, said. "He will bring deep experience of developing and executing international growth strategies.”

Historically, Carr's strategy is simple: pay-to-play.

As Jordy Smith told us a few months back, on the same topic, “I think a lot of people would pay 20 bucks an event, people are spending that much on bagels and coffee every day!”