Running the Show: Oiselle President, Atsuko Tamura, Talks Leadership in Women's Athletics

Today, Sara Gross is joined by Atsuko Tamura, former president of Seatlle-based Oiselle, a women’s running apparel company. They discuss:How her upbringing as a first generation Japanese immigrant shaped her personality and work ethicWhat qualities she carries with her today as a former competitive swimmerHer background in the outdoor industry from cashier to Senior Vice President of Strategy, Marketing, Communications, and Public Affairs at REIHer tenacity to find a way to get what you want (even if it means writing your own job description!)Spotting potential in others and nurturing talentAnd, as president of Oiselle (until February 1st!), Atsuko also highlights the importance of women-led and women-owned brands and the impact of sports on personal growth.As she says, “When women’s hearts are full, they build community. They go out, they gather, and they grow.”As Atsuko demonstrates, women have the power to transform communities and lives.And that can change the world.FeistyFest Info: https://livefeisty.com/events/feisty-fest/Courses and Coaching: https://livefeisty.com/courses/Sign up to Receive The Feisty Women's Performance Newsletter:Feisty Women's Performance Newsletter: https://livefeisty.com/newsletters/feisty-womens-performance/Follow us on Instagram:@feisty_womens_performanceSupport our Partners:Momentous: Head to https://www.livemomentous.com/ and use promo code PERFORMANCE for up to 35% off your first orderWahoo: Learn more about Wahoo Fitness Products at: https://wahoofitness.pxf.io/0GAByRTifosi Optics: Use code FEISTY2026 for 20% off at https://tifosioptics.com/Hettas: Use code STAYFEISTY for 20% off at https://hettas.com/ Orca: Use the code FEISTY15 for 15% off at https://orca.avln.me/c/HzUkzIfxsmYo