More and more women are involved in active pursuits such as yoga, running, flyfishing, hiking—you name it. And their spending on activewear and outdoor equipment has made them an important target market for gear companies.

But according to research conducted by Outside Magazine, it’s not just women’s wallets that are leaving a mark on the outdoor industry:

…outdoor brands see massive growth when women take the helm. Now we just need more businesses to follow suit. Last year, the number of women CEOs leading Fortune 500 companies dropped to 4 percent. …

Women count for 63 percent of the spending on activewear in the U.S., with huge growth each year, as numbers from leading brands show. …

Women are getting outside more than ever. But they’re still a relatively small part of the National Park Service workforce: approximately 37 percent as of 2016. …

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