Purpose The purpose of this paper is to explore how female academic entrepreneurs navigate and negotiate their changing role identities. In particular, the study is interested in the coping strategies–the identity work–undertaken by female academic entrepreneurs at the micro-level as they navigate and negotiate their changing role identities and ensuing role conflict within the university environment. Design/methodology/approach A qualitative feminist methodology is adopted coupled with a narrative approach to uncover and address the nuanced ways in which gender roles and biases may impact the experiences and choices of 15 female academic entrepreneurs. Findings The empirical evidence reveals that female academics must undertake a specific type of identity work to be deemed legitimate and credible as academic entrepreneurs. In seeking to address gender-based disparity and increase female representation across a variety of platforms, the findings reveal that institutional support mechanisms designed to reduce gender disparity are placing greater pressure on female academic entrepreneurs requiring them to undertake additional roles and duties not expected of their male counterparts. Originality/value This study provides a nuanced understanding of the lived experiences of female academic entrepreneurs at the micro-level. In particular, the findings show how efforts aimed at mitigating gender disparities often had unintended consequences on their identity as female academic entrepreneurs. This study advances identity work literature by highlighting the particular forms of role identity work that female academic entrepreneurs engaged in, in order to fit in and build legitimacy. This included overcoming visibility and invisibility and developing a sense of belonging.