Although she wouldn’t reveal whether her famous “Born to Nag” tattoo is real or not, Gert Boyle, the chairwoman and self-declared “tough mother” of the Columbia Sportswear Company, did reveal her views on advertising and business Tuesday during a seminar for business and journalism students in the Lillis Business Complex.
Focusing on her life as recounted in her autobiography, “One Tough Mother,” 81-year-old Boyle described her success story to the at-capacity audience using humor and often-repeated maxims.
After her husband, Neal Boyle, died unexpectedly in 1970, the mother of three took over the company despite a lack of previous business experience.
“Neal died on Friday, and I went to work Monday,” Boyle said. “It was hard, but I didn’t let myself cry in front of the employees or customers.”
Faced with sexism and mounting debts, she considered selling the company but ultimately decided against it.
Her decision paid off.
Today, Columbia Sportswear Company is available in 72 countries and last year posted sales of $1.1 billion.
She said her business philosophy is simple: “Running a business is not a heck of a lot different from running a household,” she said. “You don’t spend money that you don’t have, and you try to take care of everyone’s needs. That’s it.”
Boyle’s parents founded the company in Portland in 1938 after fleeing Nazi Germany. Although it is publicly traded, company control remains with Boyle and her son, Tim Boyle. It is this relationship, featured in Columbia’s “Tough Mother” ad series, that she said brought the company national recognition.
When asked about her biggest achievement, she answered without hesitation that it is her family.
“I’ve raised three kids that have never been in trouble,” she said. “They all went to University of Oregon and got good educations and are just good kids.”
Tim Boyle is still active with the University as vice chairman of the fundraising effort Campaign Oregon.
Boyle told the mostly female audience that they were lucky to live in a time when gender is not a liability.
“As far as I can tell, today, there’s no difference between male or female,” she said. “There’s just talent, dedication and drive.”
Audience members said they found the talk – and Boyle herself – inspiring.
“Your background and your experience don’t matter. If there’s something you believe in and are willing to take a chance on, the possibilities are endless,” said Cassie Pruett, the business administration and international studies senior who introduced Boyle to the stage.

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