Gert Boyle is remembered for her die-hard determination.
Columbia Sportswear’s longtime chairman of the board Gert Boyle was remembered for her die-hard determination. No one understood the degree of that mettle better than her son Tim, who serves as president and chief executive officer of the nearly $3 billion company.
Born Gertrude Lamfrom to Jewish parents, she was only a teenager when her family fled Germany. In the Northwest, her father managed to purchase the Rosenfeld Hat Co., renaming it the Columbia Hat Co. After studying at the University of Arizona, she and her husband, Neal Boyle, returned to Oregon, where he joined the family business.
The mother-son team decided against a $1,400 offer for Columbia. Boyle recalled, “We were not successful and the bankers said, ‘OK, well, we’ll give you a few more months or we’ll have to liquidate the business.’ Asked what the company’s matriarch would consider her greatest professional accomplishments, Tim Boyle said, “Just being the head of a company of this scale, which is a significant accomplishment. That, and her ability to impact people who were, are and will be the recipient of significant work that Brian Druker is doing at the Knight Cancer Institute.”
Gert Boyle’s directness served her well, while her son tends to be more measured. Sales and merchandising were his territories and later in life he became “quasi-adept at the financial performance analysis of the company, but she was always very good at being the leader of the company, the face of the business and having a good sense of humor. Frankly, some of the ads required the ability to poke fun at yourself and she was good at it.
While authenticity, family values and heritage are current corporate buzzwords, Columbia Sportswear is built on those fundamentals. Asked how they are protected as business becomes increasingly automated and digitalized, Boyle said, “Somebody has to develop that stuff and it has to be developed in a way that’s going to last. It can’t just be words that get repeated mechanically. They have to be ingrained in the business. Hopefully, she has done that.
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