Gert Boyle (née Gertrude Lamfrom; March 6, 1924 – November 3, 2019), known as the “One Tough Mother,” was a transformative figure in the outdoor apparel industry and the driving force behind Columbia Sportswear’s rise to global prominence. Born in Augsburg, Germany, she grew up in a Jewish family that faced the mounting threat of Nazi persecution. In 1937, her family fled to the United States, settling in Portland, Oregon, where her father, Paul Lamfrom, founded the “Columbia Hat Company”. This small enterprise would later evolve into the outdoor apparel giant known as “Columbia Sportswear”.
Gert’s life was marked by resilience and adaptability, qualities that became synonymous with her leadership style. She attended the University of Arizona, earning a degree in sociology, and met her husband, Neal Boyle, during her college years. After marrying, she devoted herself to raising their three children while Neal took over the family business in 1964, transitioning it from a hat company to a broader manufacturer of outdoor gear. However, tragedy struck in 1970 when Neal passed away unexpectedly from a heart attack, leaving Gert with the enormous task of managing “Columbia Sportswear”.
At the time, “Columbia” was struggling financially, and its future was uncertain. Despite having no prior experience running a business, Gert decided to take on the challenge. Her tenacity, coupled with her no-nonsense approach, became her trademark as she navigated the company through a precarious period. She relied on her intuition, wit, and determination, often working alongside her son, Tim Boyle, who served as Columbia’s president. Together, they redefined the company’s identity, focusing on durable, innovative outdoor apparel that appealed to a wide range of customers.
One of Gert’s most notable contributions was her role in creating Columbia’s now-iconic advertising campaigns. Embracing humor and self-deprecation, she starred in commercials portraying herself as a tough and uncompromising boss who demanded the best from her products and employees. These ads, featuring slogans like “Tested Tough,” not only showcased Columbia’s rugged gear but also highlighted Gert’s personality, making her a beloved public figure and reinforcing the brand’s authenticity.
Despite her professional triumphs, Gert’s personal resilience was equally remarkable. In 2010, at the age of 86, she survived a terrifying home invasion. A man posing as a delivery worker forced his way into her house and held her at gunpoint. Gert managed to keep her composure and cleverly tricked the assailant into leaving fingerprints on a fake credit card, which later helped law enforcement capture him. The incident showcased her quick thinking and bravery, further cementing her reputation as “One Tough Mother.”
Under her leadership, Columbia pioneered several groundbreaking products that solidified its reputation in the outdoor industry. Among these innovations was the Omni-Tech waterproof and breathable fabric, which catered to adventurers seeking reliable and comfortable gear. Gert’s insistence on quality and performance drove Columbia to expand its product lines, catering to diverse outdoor activities, from hiking and fishing to skiing and trail running.
Gert Boyle’s life and career epitomized the power of resilience, creativity, and hard work. She transformed a struggling family business into a global powerhouse, earning her a place among the most influential figures in the outdoor apparel industry. Her legacy continues to inspire, not only as a successful entrepreneur but also as a testament to the strength of the human spirit in the face of adversity. Gert passed away on November 3, 2019, at the age of 95, leaving behind a thriving company and a story that resonates with generations of aspiring leaders.
