Lindsay Coke, 32
Trainer/Motivator/Amateur Boxer/Pilates Instructor
Lindsay Coke is the embodiment of female strength. Known as the “boxing blonde,” Coke is also a certified pilates instructor and Lululemon ambassador with a mission to empower women. Although she initially faced criticism about her career path, she responded by doing what she does best - fighting back. “Self accepting and esteem are the most valuable tools any person could ever possess,” says Coke. “This is your life.”
1. What made you choose this career path? What has been your greatest achievement?
I don’t know that I chose this career path as much as it chose me. I have always been an active human and some may say, kind of bossy. I've played sports and been on teams for a majority of my life. I see now that it was only natural for me to find a career path that incorporated my love for movement, my leadership skills, and a work uniform made mostly of elastic. I come from an extremely small family, and I truly believe that I have made it a mission to create that family energy and tribe mentality through my work. I am blessed to not only get to be a teacher for a living but also a student for life.
2. What’s the biggest criticism/stereotype/judgement you’ve faced in your career?
Girls aren’t tough enough to be in the boxing world. Ha! We have been fighters since birth!!! Every single person in this world is a fighter of some kind, either for something, against something, or for survival. Now that boxing is becoming more and more popular there are people out there trying regulate who’s in or out. That is probably why I am so partial to the sport, because it’s primal. It’s not about making the team or not, it’s about knowing how to tap into your instincts and use yourself accordingly in any situation. To me…if you’re breathing, you’re fighting.
"Every single person in this world is a fighter of some kind, either for something, against something, or for survival."
3. What was the hardest part of overcoming this negativity? Do you have an anecdote you can share?
I have always been the shortest person on the team, the kid in the front row of the school pictures, and the easiest arm rest for those over 5’9. I am big person in a little person’s body. I was told I wasn’t a strong runner because I didn’t have a “runners body”. I was treated as a slow pack mule doing manual labor, only ever getting to admire those that were considered the race horses.
4. How did you #SWAAYthenarrative? What was the reaction by those who told you you “couldn’t” do it?
I let swaaying BE my narrative. Tell me I won’t or I can’t and it's like putting jet fuel in my tank. I thrive off swaying haters and naysayers. "Running just isn’t in your DNA”, I was told. Well not only do I have short little “non runner” legs, but they are pretty deviant. They had no problem carrying me 26.2 miles in 4 hours and 20 minutes for the 2016 LA marathon. I have discovered that the ones that want to see you fall are usually the ones that are at the bottom of the stairs afraid to take the first step.
After I finished the race, I could see that the doubt and judgment that was once pointed in my direction is truly just a personal reflection of the way they feel about themselves. Self accepting and esteem are the most valuable tools any person could ever possess.
5. What’s your number one piece of advice to women discouraged by preconceived notions and society’s limitations?
Be your #1 fan. Don’t hold that space for someone else. We are not defined by how others experience us.
This is your life, live it out loud, unapologetically. I will leave you with one of my all time favorite quotes: “A successful person is one who can lay a firm foundation with the bricks that others have thrown at him or her."
"I have discovered that the ones that want to see you fall are usually the ones that are at the bottom of the stairs afraid to take the first step."
I walk into a room full of men and I know exactly what they're thinking: "What does she know about whisky?"
I know this because many men have asked me that same question from the moment I started my career in spirits a decade ago.
In a male-dominated industry, I realized early on that I would always have to work harder than my male counterparts to prove my credibility, ability and knowledge in order to earn the trust of leadership stakeholders, coworkers, vendors and even consumers of our products. I am no stranger to hard work and appreciate that everyone needs to prove their worth when starting any career or role. What struck me however, was how the recognition and opportunities seemed to differ between genders. Women usually had to prove themselves before they were accepted and promoted ("do the work first and earn it"), whereas men often were more easily accepted and promoted on future potential. It seemed like their credibility was automatically and immediately assumed. Regardless of the challenges and adversity I faced, my focus was on proving my worth within the industry, and I know many other women were doing the same.
Thankfully, the industry has advanced in the last few years since those first uncomfortable meetings. The rooms I walk into are no longer filled with just men, and perceptions are starting to change significantly. There are more women than ever before making, educating, selling, marketing and conceptualizing whiskies and spirits of all kinds. Times are changing for the better and it's benefitting the industry overall, which is exciting to see.
For me, starting a career in the spirits business was a happy accident. Before spirits, I had worked in the hospitality industry and on the creative agency side. That background just happened to be what a spirits company was looking for at the time and thus began my journey in the industry. I was lucky that my gender did not play a deciding role in the hiring process, as I know that might not have been the case for everyone at that time.
Now, ten plus years later, I am fortunate to work for and lead one of the most renowned and prestigious Whisky brands in the world.. What was once an accident now feels like my destiny. The talent and skill that goes into the whisky-making process is what inspired me to come back and live and breathe those brands as if they were my own. It gave me a deep understanding and appreciation of an industry that although quite large, still has an incredible amount of handmade qualities and a specific and meticulous craft I have not seen in any other industry before. Of course, my journey has not been without challenges, but those obstacles have only continued to light my passion for the industry.
The good news is, we're on the right track. When you look at how many females hold roles in the spirits industry today compared to what it looked like 15 years ago, there has been a significant increase in both the number of women working and the types of roles women are hired for. From whisky makers and distillers to brand ambassadors and brand marketers, we're seeing more women in positions of influence and more spirits companies willing to stand up and provide a platform for women to make an impact. Many would likely be surprised to learn that one of our team's Whisky Makers is a woman. They might even be more surprised to learn that women, with a heightened sense of smell compared to our male counterparts, might actually be a better fit for the role! We're nowhere near equality, but the numbers are certainly improving.
It was recently reported by the Distilled Spirits Council that women today represent a large percentage of whisky drinkers and that has helped drive U.S. sales of distilled spirits to a record high in 2017. Today, women represent about 37% of the whisky drinkers in the United States, which is a large increase compared to the 1990s when a mere 15% of whisky drinkers were women. As for what's causing this change? I believe it's a mix of the acceptance of women to hold roles within the spirits industry partnered with thoughtful programs and initiatives to engage with female consumers.
While whisky was previously known for being a man's drink, reserved for after-dinner cigars behind closed doors, it is now out in the open and accessible for women to learn about and enjoy too.
What was once subculture is now becoming the norm and women are really breaking through and grabbing coveted roles in the spirits business. That said, it's up to the industry as a whole to continue to push it forward. When you work for a company that values diversity, you're afforded the opportunity to be who you are and let that benefit your business. Working under the model that the best brand initiatives come from passionate groups of people with diverse backgrounds, we are able to offer different points of view and challenge our full team to bring their best work forward, which in turn creates better experiences for our audience. We must continue to diversify the industry and break against the status quo if we really want to continue evolving.
While we've made great strides as an industry, there is still a lot of work to be done. To make a change and finally achieve gender equality in the workplace, both men and women need to stand behind the cause as we are better collectively as a balanced industry. We have proved that we have the ability to not only meet the bar, but to also raise it - now we just need everyone else to catch up.