Switchback at TRE, December 2-4, 2025 in San Antonio, TX
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Switchback Spring, June 16-18, 2026 in New Orleans, LA
Jessica Adler is the Vice President of Sales at Merrell, where she’s been instrumental in driving growth, strengthening partnerships, and advancing innovation over the past almost 3 years. A transformational leader with a consumer-first mindset and a long-term strategic vision, Jessica has built her career across apparel, footwear, and accessories, consistently delivering results by leading high-performing teams and building brands across all distribution channels.
Prior to joining Merrell, Jessica held senior leadership roles including Vice President of Sales at Levi Strauss & Co., Senior Vice President at Psycho Bunny, and Vice President of Sales at Diesel. She began her career in the merchandise buying program at Kohl’s Department Stores after earning her degree from the University of Wisconsin–Madison majoring in Business, and later gained valuable experience at Reebok and Nike Swim.
Recognized as a 2024 “Women Who Rock” Award recipient, Jessica is deeply committed to making an impact in both the community and the industry. She is on the Advisory Board of WIFI (Women in the Footwear Industry) with the Two Ten Footwear Foundation as well as the Board for FFCF (Fashion Footwear Charitable Foundation), known for executing “Shoes for a Cure,” the footwear industry’s largest breast cancer fundraising initiative.
Based in New York, Jessica lives with her husband and 3 children. She enjoys family time, entertaining, traveling, and stays active through Pilates and tennis.
Jessica is energized by the incredible momentum at Merrell since joining Wolverine Worldwide and is passionate about continuing to drive success, inspire teams, and contribute meaningfully to the industry and the communities she serves.
With over 20 years of experience in the footwear and outdoor industry, I am a passionate and strategic leader who drives growth and innovation. As a team leader, I love collaborating with cross-functional teams and partners to deliver exceptional products and experiences for our customers. I have a proven track record of developing and executing successful go-to-market plans, launching new product lines, expanding distribution channels, and increasing brand awareness and loyalty. I am committed to the mission of creating original and versatile products that enable people to enjoy the outdoors and care for the planet. I am also passionate about building a diverse and inclusive culture that fosters creativity, collaboration, and empowerment for our team and our community.
Jake Crowe started at Playmakers in 2004. Graduated from Central Michigan University in 2005 with degrees in Retail Management and Entrepreneurship while competing for the Chippewa’s in cross country and track and field.
Beth has more than 30 years in the trade show industry, including 15 years as part of the The Running Event team. Her previous roles include Sales Director for Outdoor Retailer and Board Member of Camber Outdoors.
Leta found her passion for the mountains and outdoors at the age of 3—skiing in Colorado was a true love of hers, and this formed her passions that would define her lifelong career. For 30 years, Leta has been a rep in the Outdoor Industry with MtnStuff, covering the beautiful states of Colorado, Utah, New Mexico, and Wyoming. Now at the helm of MtnStuff, Leta and her team partner with iconic outdoor brands like Osprey Packs, Outdoor Research, Western Mountaineering, and Lowa Boots (to name a few). Elevating these brands together with the best retailers in the territory is Leta’s “sweet spot”—where relationships, products, and the outdoors merge together. Leta lives in Denver with her wife Anne, youngest son, Apollo, and French Bulldog, Stella Rae. Leta’s oldest son Jaxson is a Junior at Claremont McKenna College in California.
Ed McAlister has been at his retail store for the past 41 yrs. He served 6 years on Outdoor Industry Association board, GOA board, and Smokies Life with Great Smoky Mountains. He has participated on multiple other local boards and advisory committees.
Our company is an Employee-Owned outdoor specialty retailer. We have four locations within Northwest Montana and Northern Idaho. My retail career began as a student while attending the University of Nebraska. After college, I worked my way into a store management position eventually transferred to Montana. I was hired in 2002 at Sportsman and Ski Haus in Kalispell, Montana as a department manager. Through the years I moved through the company in various roles. In 2018, I was promoted to my current role. I love hiking locally in Glacier National Park, floating and fly fishing our local rivers and lakes and snowboarding our two ski hills.
Lauren has developed apparel, footwear, and accessories businesses for some of America’s most renowned brands and retailers. She now leads the Public Lands Softlines team at Dick’s Sporting Goods, creating a unique experience for outdoor customers, combining her love of the outdoors with her passion for trend and curation.
