Steve Baldwin, Former Washington Spirit Owner, Faces Fresh Allegations of Toxic Leadership

Concerns over toxic leadership have resurfaced against Steve Baldwin, the former owner of the Washington Spirit, following the sudden dismissal of another female executive.

Jennifer Nelson, who recently held a senior position at Amazon, was abruptly removed from her role as Chief Operating Officer at Finch AI, a tech startup founded by Baldwin. Appointed in August 2023, Nelson returned from a brief period of leave only to be fired by Baldwin, who accused her of cultivating a toxic work environment.

The accusation is strikingly similar to those Baldwin levelled in 2023 against Michelle Kang, co- owner of the Washington Spirit and a respected figure in the healthcare industry. At that time, Baldwin sought to remove Kang from her position, alleging that she was responsible for creating a hostile atmosphere. However, players from the Washington Spirit countered with open letters, asserting that Baldwin himself was the source of the club’s toxic environment.

An investigation conducted by The Washington Post later revealed that at least four players had left the Spirit due to abusive behaviour by former head coach Richie Burke, whom Baldwin had appointed and protected. This investigation prompted the National Women’s Soccer League (NWSL) to launch its own inquiry, which uncovered a deeply entrenched “old boys’ club” culture that was harmful to the women involved. In response, 27 Spirit players signed a letter demanding Baldwin’s resignation as CEO and co-owner.

Finch AI, the tech startup Baldwin now leads, claims to offer AI solutions that “drive smarter decisions, reduce noise, increase productivity, and enhance trust — at speed and scale.” Yet, several current and former female employees at Finch AI, who spoke anonymously due to fear of reprisal, have reported that Baldwin’s management style mirrors the toxic environment he was accused of fostering at the Washington Spirit.

These employees were particularly disturbed by Nelson’s termination. Nelson, who had previously achieved significant success at Amazon by leading cloud computing initiatives for the intelligence community, was reportedly targeted by Baldwin after raising concerns about the mistreatment of women at Finch AI and questioning the veracity of claims Baldwin made to potential government clients about the company’s AI product.

The issue of discrimination against women in the tech industry remains pressing. A 2023 survey by Women Who Tech found that 57% of women founders had experienced discrimination within the past year, with 42% reporting instances of sexual slurs directed at them by male colleagues.

In light of the latest developments, several Washington Spirit players have called for the NWSL to reopen its investigation into Baldwin. They expressed frustration that Baldwin has yet to face accountability for the alleged abuses at the Washington Spirit and voiced concern that he is now replicating these behaviors in the tech sector. A spokesperson for the NWSL confirmed that the investigation into player abuse remains ongoing.