From market gap to industry game-changer: Ariana Ferwerda’s Halfdays

Karelle Golda (left), Ariana Ferwerda (center), Kiley McKinnon (right)

Ariana Ferwerda is reshaping the outdoor fashion industry with Halfdays, a women-centric technical ski wear brand she co-founded with Karelle Golda and Olympian Kiley McKinnon. Identifying a lack of inclusive, performance-driven ski apparel, they launched Halfdays in 2020 to create a more welcoming and accessible space in the outdoor apparel market.

Ferwerda currently serves as chief executive officer for the brand and has been recognized for her work in the industry, including making the Forbes 30 Under 30 list in 2023.

In 2024, she was honored as the Broad College of Business’ Young Alum of the Year, celebrating her remarkable achievements since graduating from Michigan State University’s Broad College of Business.

A double Broad graduate, Ferwerda earned her undergraduate degree in marketing in 2016 and a Master’s degree in marketing research in 2017. Her education provided her with strong analytical skills and a consumer insight mindset that have been instrumental in her success as an entrepreneur. She built a lasting network of mentors and peers who continue to offer advice and support.

“Beyond the academics, MSU helped me build a network and community that has been vital to where I am at now. I’ve stayed connected with professors and mentors from my time there, and those relationships have been invaluable. They’ve offered guidance during pivotal moments and provided a support system as I navigated entrepreneurship,” says Ferwerda.

In Dec. 2024, Halfdays celebrated a landmark achievement by opening its first physical store in Denver, Colorado, as well as being featured for a profile in Vogue Business. The brand’s new location provides an immersive space for customers to experience its ethos firsthand. With Denver’s vibrant outdoor community and proximity to world-class trails, the city was a natural choice. The store serves as a retail hub and a community space, fostering deeper connections between customers and the Halfdays mission.

Halfdays store in Denver, CO

“A physical space allows us to immerse customers in the Halfdays experience and tell our story in a more impactful way. Long-term, this store is a stepping stone to expanding our retail footprint and becoming a global, year-round outdoor apparel brand,” Ferwerda says.

Looking ahead, Halfdays plans to open additional stores across the U.S. and expand internationally within the next five years. This ambitious vision is fueled by a desire to set new standards in the outdoor industry while staying true to its community-driven roots.

Halfdays’ vision and success have not gone unnoticed. Forbes and Vogue have recognized the brand’s tremendous work, further affirming its impact on the industry and commitment to innovation and inclusivity.

“When I learned I would be featured in Forbes and Vogue, it was surreal. Forbes 30 Under 30 was a dream that felt distant, so being recognized was both humbling and energizing. It reinforced the belief that the work we’re doing at Halfdays matters. These moments remind me to celebrate the milestones while staying focused on the long-term vision,” Ferwerda reflects.

Halfdays has significantly expanded its team, now including 24 full-time employees. With the store opening, they prioritized retail-focused roles to ensure the in-store experience matched the digital one they have built from day one. Challenges such as opening before the busy holiday retail season and staying within budget only strengthened Ferwerda’s understanding of running a company and reinforced the importance of adaptability. Surrounding herself with a team that shares her ambition has been instrumental in Halfdays’ success.

“Opening the store was both exciting and challenging. One insight is that a physical space brings a deeper connection to our customers—it’s incredible to see people interact with our products in real time. While the process was more challenging than anticipated due to unexpected logistical issues, it was a valuable learning experience that will make future openings smoother,” Ferwerda says.

Through these experiences, Ferwerda has learned the importance of resilience. Staying focused and trusting the team around her has been key. She emphasizes that the culture within a company is just as important as creating a strong product.

While progress has been made in bridging the gender gap in traditionally male-dominated industries like entrepreneurship and outdoor apparel, there is still work to be done. Ferwerda and Halfdays continue to challenge industry norms, reminding individuals that nothing should stop them from achieving their goals.

Ferwerda encourages aspiring leaders to pursue their passions and take bold steps toward their ambitions.

“My advice is to be curious and fearless. Build a strong network and lean on your community for support. Most importantly, stay true to your values—they’ll guide you through the toughest challenges,” Ferwerda advises.