Outdoor Retailer - Winter 2019 - 23

THOUGHT LEADERS

Born to be Wild
Native Alaskan Sheryl DeBoard knew it would
be a challenge to open an outdoor retail store way
up in Fairbanks. But she loves a challenge, and
she applies all the work and relationship building
she learned as a former U.S. Nordic team racer to
surviving in the Last Frontier.
Name: Sheryl DeBoard
Company: In My Element
Opened: 2008
Title: Owner
Location: Fairbanks, Alaska
Downlow: The way Sheryl DeBoard sees it, the outdoors has been a

part of her since the day she was born (when Alaska was still a territory). She embraces the wild beauty of her native state and the
bonds that develop between the people who make it here-and love
it. In college, she earned a degree in geoscience, she raced on the
Nordic team, made the U.S. Nordic B team and was sponsored by
Fischer skis. She worked for the university fire department and got
out on glacial trips, climbing, kayaking, and skiing, building meaningful relationships along the way. "Every chance we had, we were
all outside, enjoying life," she says. Eventually, she ended up managing a store for a large Alaskan grocery for two decades. But the
outdoors kept calling. And a decade ago, she finally made the plunge
and opened her own outdoor retail store on Black Friday, 2008.

Photo courtesy Sheryl DeBoard

Working for other outdoor retailers for 15 years, watching, learning
the industry and challenging myself to become a part of it, I knew I could
do this my way and offer an experience, backed by a lifestyle that offers
up something for everyone.
My market is different than any other. It's a challenging market
for retail. My choice of top-notch staff, amazing products, and the
quality of the merchandise blended with a touch of exclusive outdoor,
sassy, adventurous, colorful, and professional clothing, make this a
kick-ass shop.
Surround yourself with like people, ones that will come and drag you
out of your office and demand time with you. This is your life line, your
pulse, your soul.
Nothing holds me back but time.

Owning my own store has been a work in progress, the dream is
reality and reality is tough and challenging. Challenge, I always loved
that word.
I sometimes have to re-check myself and pull back a tad.
To regroup, my husband and I head north, up to our cabin by the
Yukon. We get out. We quiet our minds. My life goes full bore until I
insist on neutral mode for a bit. It takes about three days to gear myself
down from the shop. Then my me starts to come out.
I'm a Hendrix and Tonic with two limes girl.
My parents involved us in the outdoors from the day we were born.
They bundled us up in minus-50-degree weather with rosy cheeks and
frosty lashes. They inspired me to push forward in this industry.
Get out there, make a move, create your own path, make it yours to
share with others. Love it, nurture it, and it will grow with you. O.R.

Winter 2019 / OUTDOOR RETAILER 23

Outdoor Retailer - Winter 2019

Table of Contents for the Digital Edition of Outdoor Retailer - Winter 2019