We were lucky to catch up with Erica Fini-Marten Jen Marcott-Bong recently and have shared our conversation below.
Erica Fini-Marten, thanks for taking the time to share your stories with us today We’d love to hear about a project that you’ve worked on that’s meant a lot to you.
Our Humble Start
In 2021, Jen and I launched Wisco Sled Divas as a casual passion project. We started with no formal funding and a very relaxed approach, simply wanting to see where the idea of a women-only snowmobile community might go. To our surprise, the group experienced rapid, organic growth, signaling that women riders were looking for a space exactly like this.
Driven by the Community
As we grew, we leaned into what our members actually wanted. By listening to their feedback, we tailored our content to focus on the topics they care about most:
Trip & Travel Planning: Sharing the best trails and destinations.
Gear & Technical Advice: Getting real-world recommendations from peers.
Access: Partnering with businesses to provide coupon and discount codes, helping our members get the gear they need to stay on the trails.
Our Mission: Beyond the Snow
What began as a “fun project” has transformed into a meaningful mission. Wisco Sled Divas is now a hub for women snowmobilers in Wisconsin and beyond. We focus on content that empowers and educates riders in a judgment-free zone, away from the “noise” of large, public groups. Our community is filled with women of all riding levels, and we want them to feel comfortable seeking advice and reinforcing that every single ride they go on builds their confidence as a snowmobiler.
Looking Ahead
Snowmobiling, off-roading, and boating are often male-dominated spaces, and we are proud to provide women with the space they deserve to learn and lead. Because of our members’ incredible support, we’ve been able to expand our community to include:
Wisco Dirt Divas (ATV/UTVs)
Wisco Lake Divas (Boating)
Erica Fini-Marten, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Beyond our roles as community creators and administrators, we are dedicated HR Professionals. Our daily work centers on strategizing and finding people-focused solutions:
Erica: Focuses on Outreach and Sourcing/Talent Acquisition for UW-Madison.
Jen: Serves as the Global Director of HR and Learning Development for Phillips-Medisize.
Bridging HR Strategy with Community Building
Because we are in the “business of people,” and having both grown up around snowmobiling, we carried the passion for it into adulthood; expanding into online communities was a natural fit. We’ve found powerful parallels between the corporate world and the world of power sports.
The Power of People: Just as companies cannot exist without employees, sports like snowmobiling, ATV/UTVing, and boating cannot exist without people to advocate for trails, laws, and gear.
Trust & Rapport: In HR, success is built on trust and keeping the best interests of employees in mind. We apply that same standard to our social communities by providing trustworthy guidance and education.
A Growth Mindset: Whether in a meeting or on a trail, our goal is the same – helping people grow and ensuring they have the resources for the opportunities they want to pursue.
We’d love to hear the story of how you built up your social media audience?
The Wisco Diva communities were built 100% organically. We chose not to use paid advertising because we wanted our members to join based on genuine interest and shared values.
How We Grew to 1,600+ Members
Our expansion has been a true grassroots effort, driven mostly by Word of Mouth. Friends invite friends who share a passion for the outdoors. We offer a “quieter” space by positioning our groups as an alternative to large public forums, free from “quippy” comments and noise. We believe in personal connection. We put our faces behind the brand so members know two real women, Jen and Erica, truly care about this community. A lot of that connection is through in-Person Engagement: We attend events to meet riders face-to-face and spread the word.
The “Diva Way” of Giving Back
Visibility is important, but so is impact. We created custom merchandise as a way for members to represent the community publicly. The profits from our merchandise go to the AWSC (Association of Wisconsin Snowmobile Clubs). This allows us to model “The Diva Way” by reinvesting in the sports we love.
It’s not About Quantity
We aren’t chasing metrics. Our focus remains on helping people find where they belong. We are incredibly grateful to our 1,600+ members, as well as the family and friends who continue to share our mission within their own circles.
What do you think is the goal or mission that drives your creative journey?
By the ladies, for the ladies. Every decision we make, from the content we post to the merchandise we offer, is driven by our members. We believe the community should own its identity, which is why our members vote on our logos for our apparel. For Jen and me, this journey has never been about our personal brand; it’s about creating a dedicated space where women in snowmobiling are the primary focus, the experts, and the decision-makers.
Contact Info:
- Instagram: wiscosleddivas
- Facebook: https://www.facebook.com/groups/wiscosleddivas
- Other: https://www.facebook.com/groups/wiscolakedivas/
https://www.facebook.com/groups/wisodirtdivas/
Image Credits
All images were taken by self or immediate family members.