Did you know that 6 out of 10 women can’t think of a single outdoor female role model? While the market for women’s outdoor adventure is growing, there is still a long way to go when it comes to visibility, gear options, and community support. Tana Hoffman is at the forefront of making outdoor adventure sports more easily accessible to all women from beginners to enthusiasts.
A life-long adventurer herself, Tana grew up in New Hampshire surfing, skiing, and getting outdoors. After college, she moved out West and experienced big mountains and big opportunity—"adventure with a capital A”—for the first time and would never look back.
She was having so much fun that she would constantly take her friends out so they too could experience these adventures.
It was through these personal experiences and her work as a marketing director in the outdoor industry that the idea for Mountainist was born. Launched in February 2019, Mountainist is the first online platform to champion women in outdoor adventure sports. Its goal is to walk women through their entire outdoor adventure experience ensuring they have the support, information, and gear necessary for a successful outing.
There is one woman in particular who Tana recalls helped her change her perspective on what getting outdoors means for different people. Jenny was a waitress in her late 40s who Tana worked with in high school. They quickly bonded over their love for surfing.
Jenny woke up early every single morning to hit the beach with her longboard before work. The best part? She only stayed on her belly. She never stood up because she wasn’t comfortable with that, yet it still brought an enormous smile to her face. For her, that was enough. She was a surfer all the same.
It doesn’t matter if you are just starting out or have been adventuring for years. What is important is figuring out what works for you, what will keep you coming back for more, and what will make you happy.
While Mountainist already has a strong base for supporting women in the outdoors through their online community, gear rentals, Mountainist TV, and guide/clinic listings, Tana is looking to do even more.
As Tana’s intentions and Mountainist itself grows there will be even more opportunity for women to find the support, gear, and knowledge they need to head out on their next great adventure, be it a first descent or belly surfing.