(CNN) - Columbia Sportswear "matriarch" Gert Boyle has died at age 95, the company announced Sunday.
That toughness was key to the way Boyle one of the few women leaders in the male-dominated sportswear industry approached running the business.
They landed in Portland, where her father Paul Lamfrom founded the company that would become Columbia Sportswear.
Instead, Boyle kept Columbia and led it to become a leader in the outdoor footwear and apparel industry globally alongside her son and current CEO Tim Boyle.
"Gert's humor and business savvy were sought by many people at Columbia Sportswear Company and she was truly beloved."