The overarching concern of this paper is the dominant discourse of entrepreneurship portrayed as a form of masculinity. It argues that this discourse is perpetuated by academic research and by media representations of the entrepreneur. The entrepreneur is represented in the media by a narrow range of male stereotypes, whilst women are under-represented and often that representation is linked to domestic concerns. At the same time, academic studies persistently rely on male experience to theorize entrepreneurship, and women are studied in terms of their difference. This enduring discourse results in entrepreneurial femininities being rendered invisible. This paper argues that studies in entrepreneurship should remain alert to the denial and masking of gender. It calls for entrepreneurship researchers to engage with contemporary debates in gender, culture and media studies and proposes a research agenda to challenge the dominant discourses.