Women’s participation is on the rise; women’s purchase power is irrefutable – so why are so many brands having a tough time communicating authentically with their female customers? Whether it’s product, team representation, or marketing dollars – brands still seem to struggle getting it right.Following the success of the winter event at Mammoth Mountain, Calif., MAHFIA partnered with Clutched Key Collective to host a second MAHFIA Sessions for women in the action sports industry, titled “Speaking To Women Authentically: Tools To Start The Conversation.” The event was held in Portland, Oregon and supported by Skate Like A Girl, XS Helmets, Nikita and Group Y. The three-day event began on Thursday, June 19 and featured a networking happy hour at Rontoms. The event continued on into Friday with a panel and roundtable workshop at Union/Pine and wrapped up on Saturday, international Go Skateboarding Day, as attendees participated in a private girls skate session.Round table leaders included Lorentzen as well as Global Creative Manager of K2 Snowboarding Jessie Cote, Founder of YoBeat Brooke Geery, Co-founder of non-profit organization Skate Like a Girl Nancy Chang and Founder of MAHFIA Kim Woozy. The incredible diversity of participants were full of insight, passion and lively debates, a perfect cross-pollination of people looking to connect with women of action sports.