We’re excited to introduce you to the always interesting and insightful Laci Warden. We hope you’ll enjoy our conversation with Laci below.

Laci, thanks for taking the time to share your stories with us today Let’s start with a fun one – what’s something you believe that most people in your industry (or in general) disagree with?

Going against the “we’ve always done it this way” mentality and actually implementing the out of the box ideas. Most brands in the outdoor industry have been around for a very long time, but so often they seemingly forget that it’s a very different world consisting of consumers that aren’t doing the same things their parents or grandparents were. They don’t consume information or even communicate in the same ways. I love the traditions and the historical foundations these brands have built, but what got them here won’t keep them going without fresh perspectives, ideas, and taking risks.

Laci, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’ve always been fascinated with why people do the things they do, how we relate to others, what makes brands/companies better internally and externally, and how to cut through the noise (most often this includes the noise in our heads too). All of this, in my mind, was tied into creating experiences that spark joy, create memories to last a lifetime, and to always be learning, trying new things, and growing. That’s what public relations is all about. Meeting people where they are and helping them get to where they want to be, which is usually by doing things differently. This mentality is how I found myself out of my comfort zone in a completely new industry, the outdoors, and ultimately how Fire and Lace Consulting was born.

I wouldn’t have considered myself to be the stereotypical outdoorsy type, nor do I like to be pigeonholed into a certain moniker, but I do love a good adventure and believe in creating a life you’re proud to live. Growing up in a small town in central Illinois, hunting was a male-dominated activity, one I had no interest in, so it came as a surprise when I ended up handling PR/media relations and hunt/event planning for a legacy brand within the firearms industry. Over these past 12 years, I’ve been fortunate to create some pretty epic experiences. From Winchester’s 150th anniversary, launching Browning Ammunition, planning/hosting a corporate event for Sherwin-Williams at the HGTV Dream Home, planning Aimpoint’s 50th anniversary party, to launching new products, securing editorial in the top publications, and coming up with a 25th anniversary gift for ExxonMobil’s Mobil1 brand to give to Porsche – it’s been a wildly fun ride. Because of this, I’ve been fortunate to travel all over the U.S. and Australia, with some of my favorite people, doing something that most only dream of being able to do. I never take that for granted.

Professional Bio:
With over 20 years of PR experience in a variety of industries, Laci brings a passion for making life one big adventure. From hospitality (Marriott International) to education (Southern Illinois University Edwardsville), to the outdoors (Winchester, Browning, Yamaha, Pelican, Polaris, Walther Arms) and consumer goods (Handlebend Copper Co., DuPont Performance Building Solutions, Sherwin-Williams: Valspar and HGTV Home by Sherwin-Williams, Allegion, Omaha Steaks, ExxonMobil: Mobil 1 in conjunction with Porsche and US Fuels for F1 Racing), she creates and implements strategies for brands to stay top of mind, think outside the box and make their own path. Even on a seemingly low-key day, there’s an opportunity to make a little moment count; it’s simply choosing to do so.

Whether it’s creating media events, launching a brand/specific product, bringing a new perspective and leadership to an account, consulting, speaking at conferences, or building/creating relationships on behalf of her clients, she’s all in.

You’ll often see her sitting outside, surrounded by nature, while working from the back porch. When she’s not at work, she’s more than likely at a yoga class, reading, out exploring (hunting, hiking, fishing, etc.), road tripping or hanging out enjoying all that Nashville has to offer. And if she’s stuck inside, she prefers it to be at a cute little coffee shop with good vibes or at least a great view.

Accomplishments:
• Invited to be a guest on the Backcountry Marketing Podcast (https://podcasts.apple.com/us/podcast/shot-show-2023-recap/id1498854057?i=1000596587291) to talk industry trends (2023) and the Sprocket & Chubbs Outdoor Podcast (https://podcasts.apple.com/gb/podcast/episode-40-laci-warden-turkey-chasin-yoga/id1670454935?i=1000645266173) to talk all things turkey hunting (2024)
• Invited to be an industry panelist at the Armed Women of America Conference (August 2023)
• Presenter at the Professional Outdoor Media Assoc. Conference (June 2021)
• Published author: Talk Turkey to Me (https://www.nrawomen.com/content/talk-turkey-to-me-turkey-hunting-and-dating)
• Invited to participate in the Forbes Women Online Forum (2020-present)
• Invited to participate in Dell Women’s Entrepreneur Network (2020-present)
• Presenter at the CIL IF: Gathering Women’s Conference (March 2020)
• Invited to be part of the Inc. Solopreneur Community (2019-present)

Outdoor Industry Awards:
Named to inaugural 40 Under 40 in the Outdoor Industry by SHOT Business – December 2020

Certifications:
Meeting and Event Planning – Meeting Professionals International (MPI)
Myers-Briggs Type Indicator (MBTI) personality assessment
Registered Yoga Teacher (200 RYT)

Who is Fire and Lace Consulting?
Owner and CEO, Laci Warden, is someone with a need to always be doing more, who is vibrant, and full of personality. Someone bursting with excitement for anything she puts her mind to doing. She’s strong, compassionate, independent, and always ready for the next adventure life has in store for her. She believes that the little things truly matter in order to escape the ordinary. Her energetic demeanor is contagious. To her, life is meant to create moments and capture memories. She truly is full of fire all wrapped in lace.

Have any books or other resources had a big impact on you?

I love to read, so there’s definitely a list of books that I reference quite often and share with others. I also make sure I’m reading books that allow me to get lost in a story or make me laugh. It gives my always-on brain a chance to just be and enjoy the moment. Several of these have sparked wonderful conversations, which ultimately led to client contracts and a lot more fun.

Professional Development:
-Contagious: Why Things Catch On by Dr. Jonah Berger
-Tribe of Mentors by Tim Ferris
-Basic Black by Cathy Black
-(It’s Great to) Suck at Something: The Unexpected Joy of Wiping Out and What It Can Teach Us About Patience, Resilience, and the Stuff that Really Matters by Karen Rinaldi
-The Subtle Art of Not Giving A F*ck by Mark Manson

Personal Development:
-Buddha’s Brain: The Practical Neuroscience of Happiness, Love, and Wisdom by Rick Hanson
-Heartbreak: A Personal and Scientific Journey by Florence Williams
-Wired For Love: A Neuroscientist’s Journey Through Romance, Loss, and the Essence of Human Connection by Dr. Stephanie Cacioppo
-The Gift: 14 Lessons to Save Your Life by Dr. Edith Eva Eger
-The Daily Stoic by Ryan Holiday
-The Four Agreements by Don Miguel Ruiz
-Take Note: 100 Devotions to Seeing God When Life’s Not Okay by (in)courage
-The Voice of the Heart: A Call to Full Living by Chip Dodd
-The Language of Letting Go by Melody Beattie

What do you think helped you build your reputation within your market?

Being authentic, fierce, vulnerable, and teachable. When I started in the outdoor industry, at age 29, I had never gone hunting or shot anything other than a pellet gun, so I had to lean on others to help me. From even the minor things of understanding and using, the correct language/terminology, to safety aspects to successfully building relationships with key partners. Playing in the “boys club,” has always come naturally to me, but it’s certainly not easy when you’re typically the only female in the room, let alone being one with no industry experience. I’m pretty sure this is where growing up in a super small town helped me navigate these waters – you might think you don’t belong, yet you actually find community in the uniqueness.

It’s so important to discern who’s able to be a trusted resource and to be confident but also able to put aside your pride/ego to ask for help rather than trying to be overly self-reliant. Asking tons of questions, not getting defensive, having the courage to try new things, and getting in-the-field experience has allowed me to gain more access to knowledge. Not to mention, friendships and support to last a lifetime. It’s through those relationships that I’ve had the opportunities to work with such amazing brands and people. Finding balance between being a beginner and utilizing my PR/event planning expertise hasn’t been easy, but it’s vital to staying true to who I am, what I want to create, and how I do business.

Contact Info:

• Website: https://www.fireandlaceconsulting.com/
• Instagram: https://www.instagram.com/fireandlaceconsulting/
• Linkedin: https://www.linkedin.com/in/laci-a-warden/

Image Credits

Tess Rousey Photography
Margaret Gale Photography