New Zealand Rugby's outlined its strategy for girls and women for the next 10 years, which even it admits is overdue.
NZR said it'll pour almost $22 million into the programme this year, with the promise to grow investment over the next decade, as it looks to create greater opportunities for the women's game.
It's seen as a revolutionary moment in women's rugby and for the first time, a clear path towards the future.
But those in charge know it won’t be easy.
"We know this work will never be done," chief executive Mark Robinson admitted to Newshub.
Last year, Aotearoa fell in love with the Black Ferns.
And the romanticism around their World Cup win was backed up with eyeballs - 1.2 million people watched the final on Three.
Now, it's up to NZR to capitalise on that popularity.
"I think with this we can see a way where rugby can be at the heart of the community again," NZR chair Dame Patsy Reddy told Newshub.
That's why NZR has made its multi-million commitment - a 10-year strategy that includes a myriad of new initiative, including establishing a women and girls leadership group within the governing body.
The creation of six new dedicated roles for women's rugby, investing into the women's game through high performance campaigns, talent, athlete welfare and wellbeing support systems and more dedicated funding for high performance campaigns.
With it, has come a vow from Robinson.
"We can make a promise that it'll be a safe, incredibly enjoyable, vibrant, global sport that they'll want to be part of."
NZR predicts a 40 percent increase in girls and women's participation this year.
But they're aware though for it to really succeed, there has to be more work at the top.
When asked by Newshub when he'd like to see women's domestic players become fully professional, Robinson replied: "That’s something we've got to take our time with."
And while delighted with today's step, Black Ferns great Kendra Cocksedge knows it's only the start.
"We don’t want it like the men," said Cocksedge. "We want it to be our own pathway. Our own journey."
"Today, we had a lot of champions, and I challenge them to not let that document go in the bottom drawer and keep this alive."
The future of the women's game could well depend on it and, as Robinson concedes: "The significance of it may only known in years to come."
Watch the full story above
