Marsha Hovey on Trollhaugen's voice and women in outdoor sports

In my interview with Marsha Hovey, we send it into a discussion about how a place like Trollhaugen develops a Troll’s brand voice that’s become beloved nationwide.

Marsha’s work as the marketing director at Trollhaugen is a great example of what authentic regional storytelling can look like. She’s someone thinking carefully about how to communicate with people rather than just sell to them.

Her approach grows out of a deep connection to action sports culture and a belief that outdoor spaces are places where friendships, identity, and creativity come together.

Our discussion moves between Midwest ski culture, the character of Trollhaugen’s Troll, and the importance of representation in outdoor sports, especially as more women see themselves reflected in spaces that haven’t always pointed the camera their direction.

It’s a great conversation about how authenticity still matters in an era when capital is trying to own more and more outdoor enjoyment.