From Derby Doll to Rink Developer: Nili “The Ringer” Goldfarb’s Unexpected Business Pivot

mgraziano45
4 days ago
2 min read

From Derby Doll to Business Owner

Nili Goldfarb never set out to run a roller rink. Her journey began on the track as a roller derby athlete who loved the energy, competition, and camaraderie of the sport. Over time, she moved from player to manager, taking on leadership roles that taught her how to organize events, build teams, and cultivate belonging within a growing community.

As she transitioned from skater to general manager, she learned to balance her love for the game with the demands of leading it. What began as a hobby became a lesson in structure, collaboration, and the strength required to turn passion into purpose.

Building Ringer’s Roller Rink

When the facility that hosted her roller derby league was scheduled for redevelopment, Nili took on the challenge of creating a new home for the community. She found a two-acre outdoor property just outside downtown San Diego and built a unique space designed for training, games, and gatherings.

After a long permitting process and construction project, the new rink opened in early 2020, just one week before the world shut down. The pandemic forced her to reimagine the business model completely. Instead of closing permanently, she adapted by opening the space for outdoor skating lessons, small group sessions, and DJ-hosted nights that safely brought people together.

Those early pivots created a new kind of community. One focused on connection, creativity, and the joy of movement.

A New Kind of Leadership

Nili’s leadership evolved alongside her business. As an athlete and entrepreneur, she learned that leading with compassion is not a weakness but a strength. Her experience in roller derby taught her how to navigate personalities, resolve conflict, and bring people together for a shared goal.

Through challenges like construction delays, funding shortfalls, and the uncertainty of the pandemic, she leaned on adaptability and self-belief. Each setback became an opportunity to learn, and every pivot strengthened her confidence as a business owner.

Growth Through Reinvention

The business model for Ringer’s Roller Rink continued to evolve. What began as a training facility for roller derby has grown into a vibrant community space for parties, group events, and local gatherings. The rink now hosts everything from Girl Scout outings to corporate team-building events.

Nili also developed a STEM-focused field trip program that teaches students about science and engineering through roller skating. For many children, these field trips are their first experience on skates, creating memories that blend fun with learning.

Her approach to business growth is grounded in tenacity. She attributes her success to persistence, adaptability, and a willingness to keep learning through books, mentorship, and firsthand experience.

Creativity in Business

From brand design to social media storytelling, creativity remains central to how Nili runs her business. She uses design tools and technology to develop promotional materials, custom stickers, and online content that capture the joy of skating. Her ability to blend artistry and strategy keeps the rink’s brand fresh and authentic.

The same creativity that once fueled her roller derby career now drives her approach to business and leadership. Every decision reflects a blend of artistry, resilience, and community spirit.