spot_img

Shredding the Status Quo

When Jen Gurecki founded Coalition Snow with the vision to create better ski and snowboard gear for women, she ended up launching so much more than just a retail line of high-performing, beautifully designed hardgoods and apparel. With the addition of a sassy podcast, a hard-hitting blog and an international community of outdoor women called the “Sisterhood of Shred,” the Reno-based brand became a bold force in the feminist movement.

By scrapping the outmoded philosophy that women’s gear should be produced by simply “shrinking and pinking” gear originally designed for men, Coalition Snow became the first company to design skis and snowboards specifically for, and by, women. An in-depth R&D process revealed that many women skiers felt the reason they couldn’t keep up with their boyfriends/fathers/brothers/guy friends was because they weren’t strong, brave or skilled enough. What Gurecki and her design team set out to prove was that much of this perceived “lack” could be attributed to using gear that simply wasn’t good enough for hard-charging girls. The result can be summed up by a quote from Coalition Snow’s Twitter profile: “We make women’s skis and snowboards that don’t suck.”

To further support women who desire more gratifying outdoor experiences, or who feel like they are drowning in “dude soup,” a term from the inaugural episode of the brand’s new podcast, “Juicy Bits,” which refers to the under-inclusion of women in the outdoor industry. Coalition Snow assembled a network of ambassadors across the United States (including three groups in the Rocky Mountain region), Canada and Europe to lead ladies-only local outdoor activities and events. The #sisterhoodofshred alliance plays an important role in the brand’s mission by encouraging women to assert their bossy, bold, badass selves from the chairlift to the corner office. As explained in a recent Juicy Bits episode during an interview with Whitney Foehl, founder of Tahoe Backcountry Women, girls-only groups help develop women’s leadership skills by giving them the chance to voice their opinions and make decisions during outdoor expeditions without the risk of being judged by their male counterparts.

Coalition Snow’s skis and snowboards can be found at REI or coalitionsnow.com.

—Katie Hearsum

Related Stories

spot_img

IN CASE YOU MISSED IT...

Best Tips for the Hiking Trails in Rocky Mountain National Park

Let’s put Colorado's Rockies in Rocky Mountain National Park on your bucket list! This place is full of magic with its majestic peaks, tranquil...

Surf Colorado!

The surf is always up in Salida, CO!  With the recent addition of the Scout Wave, river surfing is now a year-round pursuit.  Even...

Learn and Try Before You Buy

The Big Gear Show is reinventing the outdoor industry show experience with its new show format.  Retailers and Media Only Industry Trade Show: June 8th &...

How to Find the Perfect Campground for Your Needs

Embarking on a memorable camping trip with friends or family is the best way to relax and unwind. Whether you’re an outdoor enthusiast or...