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Press Releases

Are Your Women Satisfied?

OIWC and Leisure Trends Survey Results

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OIWC and Leisure Trends today released portions of an industry-wide survey of women’s views on career opportunities, compensation and benefits within the Outdoor, Bike and Ski Industries. Full survey results will be available on Feb 1, 2009 for all OIWC members and sponsors at

Julia Clark Day, Director of Sales and Marketing at Leisure Trends Group, said, “The OIWC study is very timely in today’s economic climate, as the results highlight tangible and intangible benefits that are important to working women. The study identifies specific benefits that enhance women’s job satisfaction and the results should help companies find creative solutions in trying times. Leisure Trends has long been tracking how our leisure passions and pursuits shape Americans lives and values. Our research shows that a good work/life balance is what many Americans seek in corporate America, and the OIWC study shows just how important this is to women in the snow, bike and outdoor industries.”

Amy Luther, OIWC Program Director said, “1235 emails comprising OIWC’s members were sent out, 1022 of which were deliverable. A total of 247 members fully completed the survey for a strong response rate of 24.7%. Women who belong to the OIWC value commitment, a flexible work schedule and opportunities for advancement, though many employers still have far to go to satisfy these goals.”

Among the findings released today, 86% of women in the outdoor, snow and bicycle industries say that being able to have a flexible work schedule is one of the most important benefits a company can offer them. 90% of women report having a flexible work schedule. Casual Friday is every day — 84% of women rank their employer’s relaxed dress code as a favorite benefit. Nearly all (98%) report the opportunity to wear flip flops on a daily basis. 76% of women highly value the free or discounted gear and /or services offered to them by their employer.

Though they are already highly-educated — 69% of these women have a college degree and 18% have an advanced degree — 75% of women in these industries placed great value on professional development opportunities and other additional training provided by their employers.

Intangible benefits in the workplace received a unanimous vote of confidence. 100% of women want an employer that fosters a sensible work/life balance among its workforce. However, only 53% of women were satisfied with the job their employer was doing in this regard. Women want commitment: 100% said working for a company that was committed to its employees was an important benefit. 96% also thought it important that their company demonstrate commitment to them personally. Only slightly more than half (58%) thought that their company was doing a good job commitment-wise, while 42% thought their company needed improvement.

Working for a company that provides advancement, leadership or mentoring opportunities was another important benefit to women (95% reported this as important). But 57% of them say their employer is performing below par in offering such opportunities to them.

To learn more about the survey results OIWC will host two events. The Outdoor Retailer Are your Women Satisfied? event will be held on January 23, 2009 from 5:00pm-8:00pm at the Pierpont Place, 163 W Pierpont Ave. Salt Lake, City. And in Las Vegas on January 28, 2009 from 4:30-7:00pm in the SIA Seminar Room (showfloor- X99).
Visit for more information on the survey and these tradeshow events.

About OIWC
Outdoor Industries Women’s Coalition (OIWC), a 501(c) 6 non-profit corporation is a membership community of professionals in the Outdoor Industries. The OIWC is focused on providing power, influence, professional development and opportunity in the outdoor related businesses and to generate champions to inspire other women. To learn more about the OIWC online member community or to become a new member or sponsor, please visit