Sholeh Mirzai
Industry Areas of Expertise: Outdoor & Lifestyle Products • Product Management & Merchandising • Global GTM & Assortment Strategy • Consumer Insights & Forecasting • Inclusive Leadership & Design • P&L Ownership • Founder Experience
Sholeh’s Outdoor Industry Brand Experience: The North Face • YETI • Under Armour • JanSport • Eagle Creek
THIS IS FOR YOU IF…
- You’re an entrepreneur or founder looking to start, grow, or scale a small business in the outdoor industry.
- You work in (or want to break into) product, merchandising, design, or development and want guidance navigating these career paths.
- You’re a woman or person of color looking for support breaking into the outdoor industry, navigating your career, or building ERGs and internal community.
- You feel stuck in the outdoor industry and want clarity on standing out, changing roles, building coalitions, or knowing when it’s time to move on.
- You’re a college student exploring career paths and looking to confidently break into the outdoor industry.
Services Offered
Things Sholeh Can Advise On
Building and scaling purpose-driven outdoor, creative, or lifestyle brands
Clarifying your personal brand, voice, and professional story
Designing bold, values-aligned career pivots and leadership transitions
Developing a creative project, product, or company from concept to launch
Leading teams and communities with emotional intelligence and cultural awareness
Balancing ambition, creativity, and well-being for long-term sustainability
Crafting storytelling, content, and brand strategies that resonate deeply
Navigating visibility, confidence, and creative expression in public-facing roles
Strengthening your strategic thinking as a founder or emerging leader
Reconnecting with your “why” and creating structure within creative chaos
& more
Sholeh’s Outdoor Industry Experience
Product Leader & Industry Operator
• 15+ years leading product management and merchandising across global outdoor and lifestyle brands
• Senior leadership roles at YETI, The North Face, Under Armour, VF Corporation, and Goldbug
• Deep expertise across bags, luggage, accessories, and apparel
• Led global go-to-market strategy, assortment planning, and margin optimization
• Experience spanning DTC, wholesale, licensing, and global regional markets
• Known for consumer-first product strategy grounded in insights, forecasting, and data
Inclusive Leadership & Organizational Builder
• Fierce advocate for Justice, Equity, Inclusion, and Diversity in the workplace
• Co-founder of internal Justice & Equity Council within a global organization
• Focused on inclusive design, equitable systems, and building high-functioning teams
• Experienced leader of cross-functional, global teams through growth and change
• Trusted advisor to leaders navigating scale, complexity, and people-centered decision-making
• Brings clarity, rigor, and empathy to leadership development conversations
Founder Perspective & Business Stewardship
• Founder of The Honeybee Collective, an employee-owned, consumer-driven, sustainable cannabis company
• Hands-on experience with fundraising, crowdfunding, and P&L ownership
• Built and operated a values-aligned business from early-stage through growth
• Understands the realities of founder decision-making, financial stewardship, and operational pressure
• Brings practical insight from both large-scale organizations and founder-led businesses
• Supports leaders balancing impact, sustainability, and long-term vision
More about Sholeh
Sholeh Mirzai has spent over 15 years in the outdoor and sporting goods industry, working across startups and global brands including Under Armour, The North Face, and YETI. Her background spans product management and merchandising for Bags, Accessories, and Apparel, with a strong focus on product innovation and consumer-led strategy.
She is a fierce champion for Justice, Equity, Inclusion, and Diversity in the workplace, with particular emphasis on inclusive design, employee resource groups (ERGs), and building equitable, high-functioning teams. Sholeh centers the consumer at the core of all product decisions and brings a deep love of consumer insights, forecasting, and data analytics to her work.
In addition to her corporate experience, Sholeh is the founder of The Honeybee Collective, an employee-owned, consumer-driven, and sustainable cannabis company based in Colorado. Through this work, she has gained hands-on experience in fundraising, crowdfunding, P&L management, and marketing.
Outside of work, she enjoys snowboarding, traveling, and spending time with her two cats, Teddy and Scout, and her dog Bee (@beethemountaindog).
Still have questions? Visit our FAQ page.
