Why the Best Leaders Move Faster on Tough Decisions with Georgina Kirby General Manager at Kari Traa

The reality of building a career in founder-led businesses and then stepping into leadership yourself. Today’s guest is Georgina Kirby, General Manager at Kari Traa. Georgina is an experienced outdoor industry leader with over 20 years in premium brand-led businesses. She’s built her career across fast-growing, founder-led brands and now leads the instantly recognisable base layer brand, Kari Traa, part of the PE-backed Active Brands. Her background spans senior marketing and general management leadership roles at brands including Icebreaker, Le Chameau, and Bradshaw Taylor, where she has worked across strategy, brand development, and commercial delivery. We talk about working with founders, the energy, the pace, and the freedom that comes with it, but also the challenges that sit underneath that, and how those early experiences shape the way you lead. People and decision-making, especially hiring, getting it wrong, spotting it too late, and what it costs the team. As you move into more senior roles, expectations increase, the environment becomes more structured, and imposter syndrome doesn’t really disappear even at a senior level, but instead becomes something you learn to manage through preparation and awareness. We also spend time on something that doesn’t get talked about enough: balancing ambition with life outside of work. Georgina shares her experience stepping back at points in her career, navigating personal challenges, and what she’s learned about support, flexibility, and the environments that actually allow people to perform well. If you’re leading a team, working with founders, or stepping into a bigger role yourself, there’s a lot in here that will feel familiar. Episode Highlights [00:00] Stepping into leadership while relocating your entire life [02:20] What Kari Traa actually is beyond a base layer brand [05:46] Learning retail from the shop floor at live events [10:38] When founder energy drives chaos and rapid pivots [16:11] Why global leadership is about communication, not language [20:21] The upside and volatility of working with founders [26:29] Moving from founder-led speed to private equity discipline [30:01] Why good leaders fail by not acting fast enough on people issues [33:41] What she would do differently in hindsight (career advice reflection) [35:59] The hardest leadership mistake: keeping the wrong people too long [41:21] The hidden cost of underpricing yourself as a leader [45:05] Imposter syndrome doesn’t disappear, it just gets managed Notable Quotes ➤ “The best thing about founders is the passion. The hardest part is managing the emotion that comes with it.” Georgina ➤ “You don’t need to be perfect as a leader. You need to create clarity and bring people with you.” Georgina ➤ “Imposter syndrome never really goes away, you just get better at managing it.” Georgina ➤ “If someone isn’t the right fit, waiting too long helps no one.” Georgina ➤ “You can step back in role, but you don’t have to step back in value.” Georgina Episode Takeaways ➤ Working with founders brings energy and purpose but also complexity ➤ Hiring decisions have a huge impact, and timing matters more than you think ➤ Culture and people drive performance more than strategy alone ➤ Imposter syndrome is normal even at senior levels ➤ Preparation and clarity are key leadership tools ➤ Career paths aren’t always linear and that’s okay ➤ The right environment and support system make a big difference ➤ Great teams are built through diversity of thinking, not similarity Our Host Dan Trapp is the Founder of Sports+Outdoor Search recruitment business and host of the Sports+Outdoor Mentors podcast. With 30 years of leadership experience in the sports and outdoor industry, he has built and led global teams and, more recently, developed a strong reputation for helping brands and retailers source, assess, attract and retain exceptional leadership talent. Having lived and worked in the UK, Switzerland, France, and Finland, for businesses owned by stakeholders from North America, Europe, and Asia, Dan brings a global lens to every conversation. On the podcast, he connects with industry leaders to share the real lessons, hard-won insights, and career advice shaping the future of sports and outdoor. When he’s not working, you’ll usually find him having fun on the trail, water or snow with his family. Resources and Link Georgina Kirby LinkedIn:   / georgina-kirby-32b3572   Kari Traa: https://www.karitraa.com/eu/en/ Follow Dan Trapp   / dantrapp   Follow Sports + Outdoor Mentors https://bit.ly/SOMentors_Linkedin Listen to Sports + Outdoor Mentors Spotify: https://bit.ly/SO_Spotify Apple: https://bit.ly/SO_ApplePodcasts #sportsandoutdoormentors