AEW officially announced ‘Heels’ on Wednesday, a paid online subscription service geared toward female wrestling fans.

For $49/year, members “receive access to a variety of features including virtual meet-and-greets, video conference discussions with industry experts, exclusive AEW talent Q&A sessions, customized merchandise, special promotions, themed parties and more. The secure space enables AEW Heels members to connect, learn and thrive together through shared passions for women’s wrestling.”

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Originally scheduled to launch on May 22nd, the service did a soft launch earlier this year with two video conferences designed for women.

In the press release, they announced an event this Friday which will include a Q&A with referee, podcaster and front office worker Aubrey Edwards, a social media strategy session with Brandi Rhodes, and a session on respect and empowerment in the workplace with Keisha-Ann Gray, partner at the Proskauer law firm.

Rhodes, AEW’s chief branding officer, is heading up the initiative.

AEW launched their first-ever Women’s Tag Team Cup on Monday, a YouTube-only show featuring 16 female wrestlers.