Meet The Cyclist Who Set Out To Make The Outdoors More Welcoming To All

It was really because of my family and the example both of my parents led by. I grew up on a little island outside of Seattle. My family did a lot of gardening and growing our own vegetables—basically learned about composting as early as I started to walk. They were both teachers, but once my dad retired, he was very involved in working with the state to preserve land, to protect wildlife preserves, and to have open spaces for the community. 

While I was working in PR for a different active brand, I went to a trade show in Vegas. While I was walking around, I noticed there were a lot of women modeling products in the booths—but very few that were actually on the business side of those products. At that moment, I thought: that's why there are no products that fit me properly, and that's why I can't find outdoor gear I actually want to wear. It occurred to me the industry was objectifying women rather than actually employing women to make decisions for their own products. So that was a huge impetus for me—I knew I had to do something.

I feel like a company's commitment to sustainability shouldn't be something that's celebrated—it should be baseline. That said, we are climate neutral, we're members of 1% For The Planet, and we're committed to a really clean and recycled supply chain.

I'll be very honest: Producing anything is not sustainable. However, every step we take, we're looking at recycled fabrics, we're offsetting our carbon emissions, we're donating to planet-friendly charities, and continuing to seek new programs to support our efforts.

For me, the outdoors have always been such a safe space. It's one of those places where I can breathe deeply and slow down a little bit (while also sometimes speeding it up). 

I also think it just builds confidence. Spending time in the outdoors gives women a huge sense of competence, freedom, and independence—all of which can translate back into the business world or everyday lives. 

The first thing is creating an approachable brand for women. It's no secret that bike shops and outdoor shops can be intimidating for those that are beginners. And so for here at Wild Rye, we're definitely trying to celebrate women at any point in their outdoor journey, whether they're just getting started or are super experienced. 

Our ambassador team, for example, includes women who are pretty new to the outdoors because we want that representation. 

We're also the official apparel for Ladies AllRide, a nonprofit that works to empower women through mountain biking. Plus we've partnered with SheJumps, which creates safe, educational outdoor experiences for girls and women. 

I have to give credit to Missy Park, the founder of the women's outdoor retailer Title Nine, for this advice: She says business is a team sport, so bring in your community, ask for help. 

From my standpoint, I also think it's important just to try. Don't let perfection paralyze you. Of course, you're going to mess it up at some point—but as long as you learn from your mistakes, you're going to start moving closer to where you need to be.