MAHFIA partnered with Clutched Key Collective and Group Y to host a second MAHFIA Sessions in Portland, Oregon for women in the action sports industry, titled “Speaking To Women Authentically: Tools To Start The Conversation.” The three-day event began on Thursday, June 19 and featured a networking happy hour at Rontoms hosted by Nikita, a panel/roundtable workshop at Union/Pine on Friday and wrapped up on Saturday, international Go Skateboarding Day, as attendees participated in a private girls skate session/clinic hosted by Skate Like a Girl Portland and XS Helmets. For more info:

“Everyone agrees the current state needs improving,” commented Founder of Clutched Key Collective Jen Lorentzen. “Working together as women is how we find new and effective ways to engage female participants and continue to grow our industry. It’s all about opportunity and this round table was a great example of that.”

Round table leaders included Lorentzen as well as Global Creative Manager of K2 Snowboarding Jessie Cote, Founder of YoBeat Brooke Geery, Co-founder of non-profit organization Skate Like a Girl Nancy Chang and Founder of MAHFIA Kim Woozy. The incredible diversity of participants were full of insight, passion and lively debates, a perfect cross-pollination of people looking to connect with women of action sports.

“One insight from the event was a consensus that women want to see women like themselves using the product–and in the action sports industry, that means leveraging your athletes,” commented MAHFIA founder Kim Woozy. “It’s all about being authentic, and athletes are just that. They are the voice in every dimension of consumer engagement–from product insight, to generating media content, to community events.”