04/02/2025
Celebrating Women’s History Month: Honoring Trailblazers in the Outdoor Industry
As Women’s History Month closed out with March, we celebrate the extraordinary women who have shaped both Orvis and the outdoor industry, breaking and inspiring future generations to connect with nature and protect the great outdoors.
Orvis’ history was strongly influenced by women at a time when such trailblazing was unique. Mary Orvis Marbury, daughter of Charles F Orvis, played a critical role in shaping the business in the 1870s, as she was responsible for inspiring brand's expansion into flies and fly tying, and managed the company's fly-tying operations starting in 1876. Katherine Haskell Perkins, mother of Leigh Perkins, was an avid outdoor sporting enthusiast and solely responsible for shaping Leigh's passion for fly fishing and wingshooting that dictated the trajectory of his personal and professional life. It was Katherine who gifted Leigh an Orvis bamboo rod that, after casting it, convinced Leigh that Orvis was THE company he wanted to work for, and the rest is history. Orvis President, Simon Perkins, still has that rod in the corner of his office.
For centuries, women have been at the forefront of advocacy for conservation, equality, and outdoor expertise. Today, we proudly recognize some of the trailblazing women who continue to lead and inspire with their work.
In the early days of fly-fishing, women like Joan Wulff weren’t just participants—they were trailblazers. Known as the “First Lady of Fly-Fishing,” Wulff shattered gender norms with her unmatched skill and passion. In 1951, she became the first woman to win the national fly-casting distance title, competing in an all-male field. Wulff’s influence continues today, as she has spent decades teaching, shaping, and inspiring new generations of fly-fishers.
One of the most pioneering female explorers of the early 20th century, Harriet Chalmers Adams dedicated her life to the exploration of South America. With a fearless spirit, she ventured off the beaten path to engage with over 20 indigenous tribes. Adams contributed more than 30 articles to National Geographic, though she was denied membership by the male-dominated society. Unfazed, she founded the Society of Women Geographers in 1925, pushing for greater female representation in exploration.
Josephine Madamin, a passionate water conservation advocate, is remembered for her “Water Walks,” which began in 2003 to raise awareness of environmental threats. Over her life, Madamin completed 13 walks along the 2,500-mile shoreline of Lake Superior, carrying a copper pail filled with water as she shared messages of respect for nature. Her passing in 2019 did not end her legacy—her work continues to inspire future generations to fight for the preservation of clean, protected water sources.
Today’s women in the outdoors continue this powerful legacy. From leading conservation organizations to guiding outdoor expeditions and creating gear tailored to women anglers, these women are making their mark. As writers, activists, business leaders, and more, they are not only advancing the outdoor industries but ensuring the protection of the natural world for generations to come.
Here at Orvis, we’re proud to spotlight leaders like Laura Schaffer, our Vice President of Integrated Marketing, Brand Amplification & Impact. Laura works tirelessly to shape the sustainable future of fly-fishing and the conservation of habitats in support of the next generation of outdoor enthusiasts. In the world of shooting sports, we’re proud to honor Paula Moore, the first female Chief Shooting Instructor at the Orvis Sandanona shooting grounds. Paula is a nine-time National Sporting Clays Association All-American and a five-time member of NSCA Team USA, among her many accolades, and continues to inspire the next wave of women in shooting sports.
At Orvis, we believe in fostering a community where everyone—regardless of gender—can thrive in the outdoors. We honor the women who have made the outdoors their domain and continue to inspire others to cast a line, explore the wilderness, and protect the places that mean so much to all of us.
To all the women pioneers—past, present, and future—we thank you for your strength, vision, and unwavering dedication. Your legacy is transforming the future of the outdoors, and we are deeply grateful for your contributions.
PICTURED: Laura Schaffer, VP-Integrated/Marketing, Brand Amplification & Impact (L) with Nelli Williams, Trout Unlimited Alaska Director; Paula Moore, Chief Shooting Instructor Orvis Sandanona; and Katherine Haskell Perkins.
