The outdoor industry mourns the loss of a true pioneer. Gert Boyle, a powerhouse figure and the iconic chairwoman of Columbia, has passed away at the remarkable age of 95. As the daughter of Columbia’s founder, this German-born American emerged as not only the face of the brand but also a symbol of the entire outdoor sports sector. In the early ’70s, when the company faced bankruptcy, Boyle’s unwavering leadership steered it back on course, ultimately transforming it into a conglomerate comprising four globally recognized brands: Columbia, Mountain Hardwear, PrAna, and Sorel. In 2018, this conglomerate reported impressive sales nearing $3 billion. The company’s upward trajectory continues, with a 14% sales surge to $906.8 million in the quarter ending on September 30, 2019.
Gert Boyle became a household name in the United States during the ’80s and ’90s. Her candid and no-nonsense persona left an indelible mark, making her the face of Columbia through a series of memorable advertisements. In 2015, the brand revisited this campaign with an ad featuring Boyle putting her son, the CEO of Columbia, and the brand’s products to the test in extreme situations. Yet, her formidable personality was not just a marketing tool.
Boyle’s journey began in 1937 when, at the tender age of 14, she and her family fled Nazi Germany, their birthplace. They embarked on a transatlantic journey, settling in Portland, Oregon. In 1938, her father acquired a hat factory along the banks of the Columbia River, giving birth to the company and its distinctive name, Columbia Hat Co. The family business expanded into fishing apparel, and after her father’s retirement, Gert’s husband, Neil Boyle, took the reins. She had met Neil while studying at the University of Arizona when she was a housewife, fully dedicated to raising their three children.
Boyle’s tenacity and dedication made her an extraordinary leader, guiding the company through tumultuous times and ultimately creating one of the outdoor sector’s most prominent names.
