Bold. Innovative. Courageous.

 

Hi! I’m Alex.

I’m a professional mountain biker, advocate, producer, event organizer and brand consultant. I use my 10 years of brand strategy, public relations, story telling, advocacy and athletic achievement to create change through action sports, and help your brand grow by connecting authentically with high growth audiences.

In June of 2022, I was named one of the top 20 most influential people in the outdoor industry by Outside Business Journal.

Mission

To use the shared love of action sports to smash barriers and create a more empathetic world.

Seen In :

Publications have a combined reach of 11.5 Million.

Building A Movement

Expanding who calls themselves a freerider

In August of 2023, I organized the first of its kind two day women’s progression session on Killington’s Black Magic. Unlike other freeride events this one was open for public registration and brought together pros with grassroots riders to expand who the community of women who ride gravity on the east coast.

Foundation isn’t just an event, it’s a movement and a community. In addition to growing the flagship event in 2024, we will be organizing women’s dig days and informal progression meet-ups at jumps + bike parks around the country.

Coming Spring/ Summer 2024

Coming Home Film

Synopsis

Coming Home is a short film exploring what it means to go home unapologetically as yourself. The story begins with Alex Showerman, a lifelong Vermonter who grew up in Thetford and spent her adult years in Waterbury mountain biking, trail building, and advocating for her local trails. In 2020, she came out as a queer trans woman, which led her west to pursue a full-time career as a freeride mountain biker. However, every time she’s left Vermont for an extended period and returned home, it’s provided an opportunity to see the Green Mountain State in a new way.

In August of 2024, she returned home for another visit, but with friends—Brooklyn Bell and Hannah Bergemann—in tow. Brooklyn and Hannah are two staples of the Pacific Northwest riding scene and have been some of the biggest mentors and sources of inspiration to Alex. This is a story that shows not tells both the struggle to find your place in action sports/the world as an under-represented athlete and the joy found when you find your community.

Coming Home will be submitted to film fests through out the winter of 2024, have in person premieres through out spring/summer of 2024 and a digital release with all partners.

Let’s Work Together

Community Building

Product Collabs

Story Telling and Content

Foundation, Shovel & Shred, Pivot Digs as an athlete I organize events aimed at not only calling more women into mountain biking, but helpling them step into leadership roles. By working with, your brand will connect not only with my audience, but also help create a grassroots community of brand advocates.

For 2024, I collaborated with Skida on a custom print that will launch in concert with Coming Home. Addtionally, For winter 24/25, I worked with Weston Snowboards and Micayla Gatto on signature model snowboard design telling my story. I love working with brands to create product collabs that tell a meaningful story and connect directly with younger, more diverse customers.

Producer, Athlete, Writer. I’ve co-produced film projects, product launches, have over a decade of freelance writing experience with bylines in Outside Magazine, Redbull.com and others, as well as over 8 years of experience riding in front of camera’s, meaning I relish getting the shot. I also bring with me a talent network of women and LGBTQ+ creators who have shot at the highest levels of action sports.

Brand Strategy -

Keeping your brand ahead of the curve

Over my decade plus working in the outdoor industry, I’ve been on the leading edge of multiple revolotionary product/innovations:

  • Splitboard Revolution - As Brand Manager, I grew Weston Snowboards from small boutique brand to north american leader in backcountry skis and snowboards

  • Non-Alcoholic Disruption - I worked as Director of JEDI + Non-profit Partnerships for Athletic Brewing, where I grew their Two For the Trails program into a $1 Million dollar annual trail grant.

  • Women’s Freeride Movement - As an athlete I have been a leader in the women’s freeride movement. Regularly partnering with Red Bull on events and activations, creating events on premier jump lines, as well as film projects with the sports top athletes.

Blazing Trail - Past Projects

Are you a brand that defines culture? 

Let’s Collaborate.