Caxias native Hellen Telles assumes the role of CEO at Apafut, solidifying her own career in soccer and leading the club toward new challenges in the Access Division.
The Rio Grande do Sul soccer scene is seeing a new female leader emerge with Hellen Telles‘s appointment as CEO of Apafut. Initially known in the sports world for the career of her brother, fullback Alex Telles, the businesswoman is now making her own mark on the management of the Caxias do Sul club. After years working as a player agent, Hellen put her previous projects on hold to dedicate herself exclusively to the strategy and institutional development of the tricolor team.
Hellen‘s journey with Apafut dates back to 2011, when the project was still focused on sports initiation for children. With the club’s professionalization in 2024 and its recent promotion to Série A-2 of the Campeonato Gaúcho (Gaúcho Championship), the executive celebrates the institution’s evolution. For the M360 Team, this move reflects a significant structural change in regional soccer, where a strategic market vision is beginning to gain traction beyond the sidelines.
A new era in management
Upon assuming the CEO position, the Caxias native made clear the separation between her past roles and her current moment at the club. According to her, her focus is entirely on management, fundraising, and structuring long-term goals for Apafut.
“I am in a position that is about management and strategy, not agency work. So, for all involved athletes, we have a specific department for that. I am in the strategic part, focusing on fundraising and budget development,” the executive stated in a recent interview.
Leadership and representation
Operating in a predominantly male environment presents unique challenges, but Hellen Telles sees others’ skepticism as an opportunity to prove her worth. The CEO understands that her role goes beyond on-field results; she serves as a reference for women aspiring to leadership positions in sports.
“I got into soccer because of my brother, and today I have built my own story. (…) I know that I represent many girls who, in the future, might occupy a space like mine, and my goal is to show that it’s possible,” she highlighted, as reported by the M360 Team.
Challenges in the Access Division
Apafut‘s current moment calls for a grounded approach. For the 2026 season, the main goal is to consolidate its position in the Access Division of the Gauchão (Gaúcho Championship). The team, still seeking its first victory in the tournament, faces Esportivo this Wednesday at 3:00 PM at the Sesi. For Hellen, the club aims to establish itself as a “third option” in Caxias do Sul, attracting the local community alongside powerhouses Juventude and Caxias.
Management focused on credibility and the development of young athletes is the board’s strategy for Apafut to continue being a talent hotbed. With an increasingly professional structure, the club seeks not only to compete for points but also to sustainably and integrally transform the Caxias sports scene.
M360 Team
