I was once told that if you love your job, you'll never have to work a day in your life. Why Bother is a column about people who have recognized what they love and turned that into a career inside the snowboard industry. This Why Bother is about Sarah Johnson, who started up RadGalz, one of the first all girls event companies inside Canada. We'll cover all the ventures that Sarah has chosen to take on and carry out while establishing herself as one of Canada's most legit "girls-only" entrepreneurs. Gheah!
Quick Bio: Sarah is 28 years old and has been skating and snowboarding since she was 14. Damn, that's dedication.
The RadGalz crew.
When did RadGalz start?
I founded RadGalz Promotions Inc. in 2002, launching our flagship event, which was Canada's first all girls event (competition) in 2003 at Big White called the RadGalz Classic. Then in 2005 we launched a wakeboard school in Kelowna. Since then we have hosted various other all-girls events, fashion shows and parties, and the first grassroots all girls snowboard competitive series in BC, Ontario, and Alberta in 2007, AND hosted Wake and Yoga Clinix in BC and Ontario last summer. At the time RadGalz Inc. was launched there weren't any girls-only events, but I believe MGT Snowboard Camp launched that same year, so in many ways a girl's action sport event and camp industry began with us. At a time when the girls market was just starting to take off, it took a lot of cold calling, proposal writing, and still does today. But it's our work that has paved the way for other girls-only event companies to start-up and host events. Resorts needed a lot of convincing at first; they didn't think girls would do events. We showed them and still are showing them how to properly appeal to them, as the girls market continues to grow and girls get out and involved.
How did you get into throwing events?
I got into the event and sponsorship game while going to university in Kelowna. At the time I was competing in boardercross, half-pipe, and slopestyle, but after being sidelined by an injury, I came up with the idea to create a girls event, and volunteered at local events and BCSA events to learn the initial ropes. I've become very passionate about events and marketing, and have read every book on event management. I've also taken the professional certification program in event management, as well as marketing and business courses. Creating RadGalz was a dream of mine since my early skating days, as I was always trying to get more girls to skate and snowboard. I feel like I have always, on some level, hosted girls shred events and been driven to get girls into it. Pretty much ever since I started boarding, I hated being the only girl at the skate or snowboard park, and wanted to get more girls stoked on the lifestyle and even the fashion style.
RadGalz event at Big White.
What came first, the contest or the clinics?
Actually they began at the same time. RadGalz Snowboard Classic (our first and annual event) began as a clinic / contest: the riders received coaching and support throughout the contest. I created this format and event concept, and approached Flynn Seddon from Big White who helped bring the idea to life. This format and all-girls concept event was developed to alleviate the fear and anxiety most girls feel about competing and to get more girls out and try a comp. And it worked!!! Hundreds of girls had their first competitive experience at a RadGalz event over the years, and now tons of other girl-shred event companies mimic this format.
Where have you done events?
BC, Ontario, and Alberta. For 2009, we will be hosting events in Ontario for winter, and BC and Ontario this summer.
RadGalz in Ontario. Darren Chow photo.
What has been your favorite event so far?
I loved and miss hosting the RadGalz Classic, which I founded and help with, alongside many amazing people for about 5 years up at Big White. But really I love all the events I ever had a chance to put on for RadGalz, as I am completely in love with the sports, lifestyle, and overall creative marketing. I think this is what keeps our events so legit and the girls connect with this.
What have you learned throughout the years of running events?
Get deals on paper. I've been left hanging by some sponsors (some very large corporations, at that), but one day I will expose them in a tell-all book. On the other hand, good sponsor relationships are everything; it really makes or breaks what we offer to the girls, so I am constantly working to develop new contacts and build solid relationships.
Fashion show.
What does someone get out of your events/camps on a personal level? ...on a progression level?
On a personal level they get experience, memories, and connection with other like-minded galz. I am constantly meeting girls who still ride with girls they met at one of my events. On a progression level they learn from each other, push each other - when girls get together and shred its like a domino effect: one girl does a trick then the next is not as afraid to step it up, and next thing you know its pure inspired radness going down. We all have the rad gene in us; we just need to get inspired, channeling radness!!!
Why is it important for there to be girls-only events?
Because we are girls! It is important for the women who participate in action sports such as snowboarding, skiing, and wakeboarding, to have an opportunity to ride with girls and learn from one another, in events designed for girls, by girls. This allows girls action sports to continue to develop and progress as a whole. It also helps to showcases the girls' side of the sports and lifestyle from their perspective, and highlights girl's specific products, helping the companies that support and want to appeal to the female market.
You sponsor people. What's the story there? Team?
We sponsor girls who are up and coming, passionate, inspirational, progressive, and help promote them. Over the next year I will be putting more focus on the team, figuring out things to do with them to help them better reach their goals. I want to constantly help progress their opportunities in the industry. If they are competitive and have ambition and talent, they need a support system. But there are also the girls on our team who just live and love riding, skiing, wakeboarding etc... I want them to better share their experience with other girls as it's both types of actionista's that love and live what they do that makes them rad. They are all a huge inspiration to me and many galz. ONE LOVE.
Yoga break.
Are you involved with any other side projects?
Yes. I am constantly hustling, consulting for the action sports industry as well as promotional, marketing, sales and consulting work in the realms of media, fashion, entertainment, and advertising. (Writer's note - Damn girl!) I want to get into freelance fashion writing and do more fashion show co-ordination, and styling for the action sport industry. This is my current side project as fashion is a passion of mine; you should see my accessory trunk, it's out of control.
Any expansion plans for the future?
RadGalz will be expanding into more promotional and female-targeted marketing events/programs for brands and retailers, helping them connect with the young and progressive female psycho-shred-logical mindset and culture. We are also working on some RAD collaboration opportunities; stay tuned to www.radgalz.com for some amazing new products. We have plans to expand our team focus and are ramping up that program very soon. It's an exciting time to be involved with RadGalz, both for the industry and for girls out there that want to connect, network, progress, and make their mark. Girls can join our mailing list via our website to stay up to date on all events, and promotions. ONE LOVE.
Footage from '06 Ontario events:
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Related:
What? More Good Times? Seriously? (MGT)
MGT Camps Blog