Layer by Layer: Building a Women-First Outdoor Gear Store & Adventure Business
I recorded this episode in person from the coziest little gear-lover dream setup — the Alpinistas store right off Mt. Rose Highway in Reno. Sitting down with Joanne, founder of Alpinistas, felt less like an interview and more like a real-time unpacking of what it actually looks like to build something thoughtfully, intentionally, and layer by layer.
Joanne’s story isn’t about chasing trends or building a brand for the sake of building one. It’s about seeing a gap, trusting her experience, and creating something that genuinely makes the outdoors feel more accessible, especially for women who haven’t always felt welcomed or supported in traditional outdoor spaces.
🎧 Listen to the Episode
From New York to Mountain Life (and Everything In Between)
Joanne’s path to founding Alpinistas didn’t start in a mountain town. It started in New York, with a background in fashion, apparel, and operations. As her life shifted toward the mountains, so did her relationship with the outdoors: snowboarding, backcountry travel, splitboarding, mountaineering.
Along the way, she noticed something that a lot of women quietly experience: shopping for technical outdoor gear didn’t feel fun, inspiring, or even practical. Too often, women were offered limited options, “pink it and shrink it” solutions, or were treated like an afterthought in retail and education spaces.
Alpinistas was born from that disconnect.
A Women-First Outdoor Gear Store (Not a Gear Brand)
One thing I love about this conversation is how clearly Joanne explains what Alpinistas is — and what it isn’t.
Alpinistas isn’t a clothing or gear brand. It’s a women-first outdoor gear retailer that curates technical gear from other brands, intentionally chosen to work for women’s bodies, needs, and real-world use.
It’s about:
Thoughtful curation instead of overwhelming options
A welcoming retail experience instead of intimidation
Education, conversation, and support — not gatekeeping
That philosophy carries through every part of the business.
Why Alpinistas Adventures Exists
As Joanne spent more time in the outdoor world, she started hearing stories that were hard to ignore, like women being overlooked in courses, not taken seriously by guides, or even placed in unsafe situations.
Alpinistas Adventures grew directly out of that reality.
The goal wasn’t to “dumb things down,” but to lower the barrier to entry while maintaining high standards, strong leadership, and real skill-building. The adventures side of Alpinistas now includes:
Backpacking 101 programs
Yosemite trips (including Half Dome options)
Fully supported camp + hike weekends
Bigger international trips like Kilimanjaro and Everest Base Camp
It’s about creating experiences where women feel prepared, supported, and confident — not rushed or minimized.
Built in Layers (Not All at Once)
One of my favorite parts of this conversation was Joanne’s perspective on growth.
There wasn’t a perfectly mapped-out plan from day one. Instead, Alpinistas has been built in layers, learning one thing, applying it, then moving on to the next layer of skills, clarity, and confidence.
That mindset resonated deeply with me. Whether it’s business, creativity, or personal growth, most of us don’t start with the full picture. We earn it by doing.
And honestly? That’s kind of the fun part.
Takeaways from This Episode
Women deserve better experiences in outdoor retail and education
Curation matters — more options doesn’t always mean better
Accessibility doesn’t mean lowering the bar
Confidence comes after you start, not before
Growth happens in layers, not overnight
Connect with Alpinistas
Alpinistas (gear store): https://thealpinistas.com
Alpinistas Adventures: https://alpinistasadventures.com
Instagram: Alpinistas & AlpinistasAdventures
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