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Let’s face it: It’s a tough time to be anything besides a white male. And while the outdoor industry has long been a fantastic place to find our joys in nature, the industry—like many others—has been male dominated, especially when it comes to leadership roles at the brands that make the gear we all use to play in the great outdoors.

This Saturday, March 8, is International Women’s Day. The designation for the day was first acknowledged by the United Nations in 1977, but National Women’s Day in the U.S. tracks back to 1908 when women garment workers protested working conditions in New York. Today, the United Nations defines as, “a day when women are recognized for their achievements without regard to divisions, whether national, ethnic, linguistic, cultural, economic or political.”

In honor of the occasion, we reached out to three executives at some of our favorite outdoor brands: Joy Allen-Altimare, Global Chief Marketing Office of; Lindsay Shumlas, CEO of; and Arielle Knutson, CEO of.  We prompted them with the question: “What is it like being a woman leader in the outdoor industry right now?”

These three women, and many others, are shaping the running and outdoor industries with their expertise, insight, and leadership. Here’s what they had  to say:

Joy Allen-Altimare, Global Chief Marketing Officer of Saucony

“First and foremost, I take immense pride in being a woman. I also deeply appreciate the opportunity to navigate this industry as a woman. In spaces where men are predominantly represented, I have found it essential to be intentional in fostering an inclusive environment that uplifts and supports other women. Advocacy for creating space and providing support for women is a value I hold dearly. Early in my career, I recognized the profound importance of championing women within the corporate landscape—whether as a director, manager, or peer. It is crucial to stand up for women, both in meetings and in social settings. This support is vital because a decade from now, the leaders you uplift today will be the ones standing beside you.

Lindsay Shumlas, CEO of Cotopaxi

“Being a leader today means balancing strength with empathy and resilience. In a world where women are increasingly shaping leadership, empowering each other is the key to success. At Cotopaxi, mentoring and supporting one another to reach the top isn’t just about breaking barriers—it’s smart business. Women make up a large portion of our customer base, so when women lead, business thrives, and positive outcomes reach far beyond our four walls.

“That’s also true across the business community. Research consistently shows that companies with women in leadership tend to perform better because we bring unique perspectives that foster innovation, strengthen decision-making, and promote a culture of responsibility and excellence. Together, we must continue to create environments where women can lead, mentor, and inspire, and collectively redefine lasting impact.”

Arielle Knutson, CEO at Oiselle

“It’s always been incredibly important (but particularly right now) for female leaders to foster connection with each other and with the community around them. For many women, the world feels like a heavy place at the moment, and even the very best leaders don’t innately know how to lead through the kind of uncertainty and change that we’re experiencing in our own country. Women have a tendency to put others first (and themselves last) both at home and in the workplace, and the leader-to-leader connection is such a key support system for grounding, problem-solving, and in having a safe space to be human. I have learned a tremendous amount from my female mentors—from fundraising advice to structures for strategic planning, to supply chain and operational efficiency. But one of the most helpful reminders that I often walk away with is to put on my own oxygen mask first.

“Something I have noticed about being a female leader in today’s climate is that I get asked about imposter syndrome a lot. Do male leaders get asked about imposter syndrome so much, too?

“I’ve often been the only female in a room of leaders, and in those instances I find myself falling into female stereotypes — like being the person in the group advocating for people and culture. Do I believe this softer, more relationship-oriented side of business is important? Yes. I actually think it’s the most important, because without people there is no business. But I have often wondered if I am unconsciously pushed into this particular role because I am the one (or one of the few) women present in these instances. It’s interesting, because I currently work with an all-female staff, and the share of voice and labor is the most evenly split I’ve ever seen.”

More Women Leaders

On the theme of honoring and learning from women in leadership, in November, �����ԹϺ��� hosted a panel of three women running industry leaders at The Running Event trade show in Austin, Texas. We gave the microphone to Marion Minary, Senior Director, Global Footwear Product & Merchandising at , Whitney Petretto, Head of Apparel at , and Kylee Barton, Head of Global Product at,  to speak about topics like women’s-specific shoes and gear, marketing efforts geared towards women, and where the running industry was headed. Here’s a video of that discussion: