The REI Foundation is donating $1.5 million to the Outdoor Industries Women's Coalition (OIWC) to develop programming for a women's leadership initiative backed by a dozen outdoor brands.
In announcing the grant at the Outdoor Retailer Winter Market last week, REI CEO and President Jerry Stritzke said CEOs from Active Interest Media, Advanced SportsFuji Bikes, American Alpine Club, Backcountry, Burton Snowboards, CamelBak, The North Face, NPD Group, Outdoor Research, Patagonia, REI, SmartWool, W.L. Gore & Associates, and Wolverine Worldwide have already signed a pledge to accelerate women's leadership in their companies.
Five of those companies are headed by women, including: Jill Layfield at Backcountry; Sally McCoy at CamelBak; Donna Carpenter at Burton Snowboards; Teri Kelly at W.L. Gore & Associates and Rose Marcario at Patagonia Inc. REI was headed by Sally Jewell until she resigned in 2013 to accept President Obama's nomination as country's 51st Secretary of the Interior.
“Change starts at the top, and coming together like we have is a testament to the strength of our shared values,” Stritzke said in announcing the initiative. “This work will change the nature of innovation and leadership in our industry, which is a big part of the U.S. economy, supporting 6.1 million jobs.”
OIWC will set aside up to $500,000 of the grant to pay half the first-year membership fees of companies who commit to become members, or elevate their level of membership, for three years. For example, if a company's dues are $2,500, the grant will pay $1,250 of the costs in the first year and the company will pay the full fee in the subsequent two year.
OIWC will use the remainder to provide research, tools, best practices, and resources for women, including a new program designed to jumpstart creativity and entrepreneurism. Participants will have an opportunity to pitch ideas in live advisory sessions with senior industry executives twice annually. Ideas put forward can be for new products or services – or even how to change the industry. The initiative goes hand in hand with a robust mentoring program.
“One of the biggest challenges facing outdoor companies is competition for high-quality talent,” said Deanne Buck, executive director for OIWC. “This grant will give us the momentum we need to make the outdoor industry the employer of choice for women.”
Founded in 1996, the OIWC focuses on expanding opportunities for women in the outdoor, snow, run, and bike industries. REI, which generates about $2 billion in annual retail sales, created the REI Foundation in 1993 to help ensure that tomorrow's outdoor enthusiasts and conservation stewards reflect the diversity of America.
