Top outdoor players gathered at FN’s inaugural Switchback event in New Orleans on Wednesday night for an evening of cocktails, conversation and classic New Orleans fare.
The event, held in partnership with Wolverine Worldwide and Altra, brought together retailers from REI, Backcountry, Fleet Feet, Playmakers and more. A panel discussion centered on how female leaders and consumers are redefining the outdoor business. It featured Reyna Alishio, Altra’s head of brand and global marketing and Dana Van Diggelen, Chaco‘s national sales director, in conversation with Katie Abel, FN’s executive editor.
“Women want to be inspired, they want to be seen,” said Alishio. That philosophy informs the running brand’s product strategy, messaging and partnerships.
Female consumers are also unwavering on what they seek in a brand: performance, comfort, style — and values they can stand behind. “There’s power in listening to her first,” the executive explained.
Authenticity is equally critical for Chaco. While the outdoors can feel intimidating to many consumers, Van Diggelen said genuine engagement helps make the category more approachable.
Through strong social media engagement and on-trend product offerings, Chaco has built strong connections with its audience. Van Diggelen noted that the brand has the second-highest Instagram engagement among footwear brands, underscoring the power of meeting consumers where they are and fostering community.
“We’ll internally talk in circles about a style or a color, and we’ll put it on social, because [our female consumers] are so engaged with us. They’ll just tell us what they want, and I think being that tapped into our consumer is a superpower for us, because we have a factory [on site in Rockford, Mich.] where we can make things quickly,” Van Diggelen said. “We’re able to react and engage with her.”
Left to right: FN executive editor Katie Abel, Dana Van Diggelen, Chaco national sales director, and Reyna Alishio, Altra head of global marketing.
FN/Edin Studios
The conversation pivoted to changes happening behind the scenes as companies shift toward creating a more welcoming and inclusive environment for women.
“There’s been a tremendous evolution,” Van Diggelen said, noting that the rise of remote and flexible work accommodations have significantly expanded opportunities, particularly for women who may have otherwise struggled to balance a traditional office schedule with a family.
However, in-person events remain vital to the outdoor industry.
Van Diggelen said “screen fatigue is real” and noted how being forced to work behind a computer screen for hours on end is counter to the experience the outdoor industry sells to consumers. That’s why she values events like Switchback, which allow her to gather with colleagues and tap into their energy and excitement about topics that don’t always translate over screen.
The scene inside Napoleon House in New Orleans.
“Moments when we can all get together and talk about what’s happening in our industry and talk about what we’re doing — it just really gives a bunch of momentum,” she said.
This sense of community is also driving retail. Alishio said the retailers that are creating experiences and community “and not just being a place for sales and transactions,” are leading the charge.
Alishio pointed to Altra’s Women’s Summit with female retailers as one example of how the brand is amplifying women’s voices and ensuring their feedback is applied to the business. She added that the event serves not only as an informational forum, but also as a platform for networking and meaningful conversation—one where she sees women in business support one another and help elevate the broader community.
That collaborative spirit, she noted, is a key distinction. “Women really work to bring people into the conversation and into the community and solve the thing together,” she said.
Van Diggelen urged her colleagues to be open to diverse conversations and understand that men and women operate differently.
“Fundamentally, the way that we navigate problems and the way that we do things is different, and understanding that is where the strength is,” she said. The key is to “lean into what makes the leaders of your team different” and utilize the differences to benefit the company and bring different perspectives to the table.
Alishio sees a shift in how men are increasingly aware of the impact they can have in driving change. Many are thinking about their daughters and recognize that they have a responsibility to help create a more equitable environment for future generations.
“Men have to play a role in making the change…and we all benefit more experiences and more ideas. Men, women, everybody’s perspective is where innovation, ideas and solutions come from,” she said.
