The Inspiring Women Behind Tailwind

It is Women’s History Month and this week we got to celebrate International Women’s Day, what a treat! This week we have been reflecting on the women that have impacted our lives. Whether it be someone that crewed you, a running buddy, your daughter, friend, coach, or even your mom, we are bursting with gratitude for the women in our lives.

We are in awe of all these inspiring women, especially those that have been a force in the outdoor space. It is no surprise that behind the scenes at Tailwind, there are a group of strong, intelligent, witty, athletic, silly, and compassionate women keeping things running! Tailwind Nutrition co-founder, Jenny Vierling, kicks a** on the bike and in business; we are also lucky to have a number of amazing ladies heading up our international branches. Today, we want our awesome customers (that's you!) to get to know all of them.

Jenny: United States

TW: What has been your experience as a female entrepreneur or business owner?
Jenny: Fantastic! That’s not to say it hasn’t been without its challenges. But, the best part about being an entrepreneur is creating something meaningful, and impacting people’s lives in a positive way.

TW: Do you have any advice for women who want to start their own business?
Jenny: Definitely tap into any and all networks. Whether it be other business owners within your community, organizations, government agencies, customers, partners like retailers and distributors…really anyone! You’ll be surprised by the number of people who have probably already experienced the challenges you are going through and can offer some sort of insight to help you navigate.

TW: How have you seen the outdoor industry become more accessible to women?
Jenny: It’s been wonderful to see brands respond to women’s needs in the marketplace from a product design standpoint. I still remember cutting a hole in my bike seat to make it more compatible with my body’s physique back in the late 80s before the advent of the Terry saddle. I’ve also seen more women in senior management and C-level positions which is great for the industry as a whole. I’m a firm believer that the more diversity you have within an organization, the stronger your company and by extension, the outdoor industry will be.

TW: What inspires you as a female athlete and business owner?
Jenny: I am inspired by so many different things every day…it’s difficult to name just one.

TW: Was it challenging entering your primary sport as a woman?
Jenny: Fortunately, the randonneuring community (long-distance unsupported endurance cycling) is very supportive. When you get a flat, everyone stops; when you fall behind, someone will drop back and give you the pull to rejoin the group – regardless of your gender. I was really fortunate to find a group that accepted me and really took me under their wing to teach me everything they knew.  

TW: From what we have seen, most sports nutrition brands are owned and founded by men. What is it like being a woman in this industry?
Jenny: I have been very lucky to have a partner (my husband Jeff) by my side every step of the way. Our strengths complement one another, and that old adage, two parts are greater than the whole, really is true! Of course, being a woman allows me to bring that perspective to the table – particularly when it comes to product development, how women are reflected in our marketing campaigns and important issues for women in our workplace.

Jeri: Singapore

TW: What has been your experience as a female entrepreneur or business owner?
Jeri: It's been a steep learning curve, but the support I've had from fellow entrepreneurs, especially women, has been amazing. So many people in the industry are happy to share ideas, advice, and knowledge. I've been really lucky. I don't think it's necessarily the same in other male-dominated industries like finance, so I'm thankful for the community in the outdoor industry!

TW: Do you have any advice for women who want to start their own business?
Jeri: Do your research, harness your passion, and surround yourself with good people.

TW: How have you seen the outdoor industry become more accessible to women?
Jeri: I think the women's market is being recognized as a key growth area, and businesses have come away from the '"shrink it and pink it" approach to creating products for women. There are so many women-owned businesses that are changing the industry for the better and it's so great to see that (almost) everyone plays well together. 

TW: What inspires you as a female athlete and business owner?
Jeri: Seeing other women succeed in sport and business inspires me. Also, seeing how the community grows to support each other, I love the trail and outdoor community, and one of the key goals of my business is to contribute to its growth.
 
Supporting your community is crucial. Too many women break the glass ceilings in their respective industries, only to fear someone younger, smarter, and stronger surpassing them. For me, it's about women as whole succeeding, not individual achievements. If my knowledge, experience, and advice can help someone more talented to go further than I've managed, then it's a success for me too.

TW: Was it challenging entering your primary sport as a woman?
Jeri: Not really. I started when both triathlons and later ultrarunning were both in their infancy. There were no real rules, we all raced together and it was like one big family. Apart from the fact that there wasn't much women-specific gear, that felt like the best time to start. 

TW: From what we have seen, most sports nutrition brands are owned and founded by men. What is it like being a woman in this industry?
Jeri: I think the most challenging aspect is educating the industry and the consumer that women are not small men. There are major differences in how women react to nutrition compared to men, and these should really be highlighted more. There needs to be more education and awareness, but the women's consumer dollar isn't as strong as the men's and they'll continue to be a minority till that changes.

Lidia: Portugal

I´m not an athlete like a lot of you are (I do often my walking mornings with my dog with a few minutes running to untie my muscles), but I feel inspired every day and be grateful for all the people that I have found through Tailwind.
 
It is the first time in my life that I feel happy every time I speak with colleagues, tailwind athletes, and customers. Despite the reasons, we can handle everything.
 
To female entrepreneurs, I have to say: don´t be afraid, you´ve got this! We raise children, we care for our family, we organized the best for us and our people. If we do that, we can do anything! So, care and be thankful for every opportunity.

See a problem as a challenge! Do your best (it is a good muscle to improve), look after your customers, just say that you are there for them.

Learn that sometimes we have to give time to time, a good night's sleep can be the answer to a question. Sometimes, two nights.

Look for professional training in several areas to keep you updated. It is a good help to be creative and improve procedures.

On the other hand, I really don't feel any handicap to be a woman in this industry, I just feel sorry that I didn't start sooner, achieve physical goals, and the powerful feeling that they bring to us.

Last but not least, believe in yourself!

Rebekah: Australia

TW: What has been your experience as a female entrepreneur or business owner?
Bek: I have worked forever as a business owner in male-dominated industries. Starting in commercial boating, it was a man's world. My first challenge was to be recognized as the business owner and not the receptionist! It didn't take long, but I had to be very gutsy along the way and stand up and be heard, which was way out of my comfort zone. Through hard work and commitment to the position, I was soon valued for my professional input and ability to make things happen. It was real-life learning. I'll be forever grateful to my dad for his never-ending mentoring in business.  

TW: Do you have any advice for women who want to start their own business?
Bek: Having a solid idea of what you want and where you want your business to go helps greatly. Start the way you want to finish. If you want a company, start your business with company foundations. Knowing what you want and how you want to get it gives you the confidence to head on your path. Build the foundations before you build the tower.

TW: How have you seen the outdoor industry become more accessible to women?
Bek: Having been very blessed to be involved with so many incredible women, I have seen first-hand how the industry has changed and is more accessible to women. Women are empowering women. Groups that teach women to stand alone and guide them on being self-sufficient, enabling them to go on an outdoor adventure by themselves. It is from these groups that women are empowering women and have encouraged more women to know what they want in the industry.

TW: What inspires you as a female athlete and business owner?
Bek: Managing the social media for Tailwind Nutrition Australia allows me to see the passion and resilience of so many different athletes. Reading the real stories that many athletes share of getting out and doing what they do because they have a passion for it, not winning or placing. Often for many, it's about just getting to the start line and achieving more than they thought was possible today, the battle with their demons. It's real. I can't give up on myself if so many work so hard. Little steps in life and business. Those successes inspire me.

Hien: Vietnam

TW: What has been your experience as a female entrepreneur or business owner?
Hien: I started my business just after graduation, so I did not think being a woman would be an issue. My main issue was a lack of experience. I joined business associations just to learn, I think I was lucky. When you are eager to learn, you will find the right mentors.

TW: Do you have any advice for women who want to start their own business?
Hien: Be humble and open-minded, don’t be discouraged by failures. I find doing business similar to running trails. Once you do a big race where you give everything, you might DNF, finish exhausted but when you recover, it is like you are reborn. You are stronger, more resilient with better stamina and so much more knowledge.

TW: How have you seen the outdoor industry become more accessible to women?
Hien: I see women facing many challenges of the outdoor industry, especially in South East Asia where women are considered beautiful when they have porcelain skin. Once a woman overcome these perceptions, she is facing expectations of being the one who holds the family together. There is a saying in Vietnam: “Nhà phải có nóc = Home must have a roof” where women are seen as the roof. Not to mention the time when women must fulfill their duties as woman and wife, giving birth to a child will take 2 years of her time.

TW: What inspires you as a female athlete and business owner?
Hien: I get motivated when I see people changing to better around me. If I can inspire others to join me on runs and when they are hooked, they change a person. Trail running is connecting, supporting, it is such a healthy environment to be surrounded with. And I feel lucky with Tailwind I can provide that base for that environment to happen.

TW: Was it challenging entering your primary sport as a woman?
Hien: It is that competitiveness in the race. Some men do not like when women are overtaking them, and they would simply not give away. Also, some races do not have equal prizes for male vs female winners.

TW: From what we have seen, most sports nutrition brands are owned and founded by men. What is it like being a woman in this industry?
Hien: I love it, why not? Women are as able as men. Some people chat with me and they still call me Mr. They are surprised to find out the head of trail running club and Tailwind Nutrition in Vietnam is woman.