you have to do it starting from the last row going up instead
[VBA]Sub insert_rows()

Dim lr As Long, i As Long
ActiveWorkbook.Sheets("teams CW").Activate
lr = Range("A" & Rows.Count).End(xlUp).Row
For i = lr To 3 Step -1
If Cells(i, 3).Text <> Cells(i - 1, 3).Text Then
Cells(i, 1).EntireRow.Select
Selection.Insert Shift:=xlDown, CopyOrigin:=xlFormatFromLeftOrAbove
End If
Next i
End Sub[/VBA]