DirtDaisy didn't begin with a business plan. It began decades ago on the red dirt of Minnesota's Iron Range.
I was born in Hibbing, Minnesota, in 1982 and grew up in Cherry, surrounded by hardworking people and a family rooted in the mining industry. My father and grandfather both worked in the mines, where resilience, humility, and showing up every day weren't just values—they were a way of life.
As the youngest with three older brothers, I spent more time trying to keep up than sitting on the sidelines. I played baseball, explored the outdoors, and spent countless hours riding my bike around the ponds near our home or meeting friends for long rides. Some of my happiest childhood memories happened on two wheels.
Even then, I dreamed bigger. I wanted to race BMX. I wanted to be on a team. But growing up in rural Minnesota during that time, those opportunities weren't easy to find—especially for girls.
I often wished there were more girls who loved the same adventures I did.
Life moved forward, as it does. Career, responsibilities, and adulthood slowly replaced some of those childhood dreams.
Then, in my forties, I made a decision. I wanted to find the kid who still lived inside me.
I traded my gravel bike for a mountain bike and rolled onto the trails. Somewhere between the roots, rocks, and climbs, I remembered exactly who I had always been. Mountain biking wasn't just another hobby. It felt like coming home.
Today, I spend time riding in Cuyuna Country, where former iron mines have become some of Minnesota's most beautiful trail systems. There's something meaningful about finding freedom and joy in a landscape built from the same mining heritage that shaped my family. But I also discovered something familiar.
Many of my friends enjoy riding, but most prefer paved paths or gravel roads. Those rides have their place, but I kept searching for women who shared the excitement I felt when a trail disappeared into the woods.
That search became DirtDaisy.
DirtDaisy exists to build the community I wished I had as a little girl—a place where women and girls feel welcome, encouraged, and excited to ride. A place where beginners belong, experienced riders mentor others, and friendships are built one trail at a time. My daughter, Alexia, is now beginning her own mountain biking journey. She isn't the most daring rider, and that's perfectly okay. What matters most isn't how fast she rides or which features she conquers. It's the confidence she's building and the friendships she's already forming with other girls on the trail. I want her—and every girl—to grow up knowing there's a tribe waiting for her.
The name DirtDaisy reflects that vision. "Dirt" represents the trails, adventure, grit, and the willingness to get a little muddy chasing something you love. "Daisy" is my birth flower. It's simple, resilient, and beautiful in its own quiet way. Wild daisies don't ask for attention. They simply bloom wherever they take root. That's the spirit I want DirtDaisy embody.
This brand isn't about selling apparel.
It's about helping more women and girls discover the freedom, confidence, friendships, and joy that can begin with a single ride.
