I first met Stacey Vogel, founder and president of Girls United, on a flight home from Los Angeles, two skateboards strapped on my back, emotions raw. I had just attended a memorial service for my 22-year-old niece. When a flight attendant approached and reprimanded me about my oversized pack, Vogel stepped in, determined to make a difference.
When the flight landed, Vogel offered to help me off the plane and asked about my niece, who was an avid skateboarder. She listened and consoled me all the way to baggage claim and even offered to help me to my car. When we parted, Vogel invited my 8-year-old daughter and me to attend a skateboarding clinic she was hosting in Petaluma.
In the days that followed, she checked in on my family regularly and reextended the invite to her event, which we decided to attend. When we arrived, Vogel darted across the blacktop of Petaluma junior high school to greet us, with the exuberance of a toy-obsessed toddler. She grabbed my daughter’s hand and whisked her away to an impromptu skateboarding lesson, one of many she was offering to girls of all ages, in the 100-plus crowd. Energy levels were on high octane and culminated midway through when Vogel called everyone together. Raffle winners were announced, rad prizes like skateboards were awarded, and then she turned down the music and spoke about how someone important to the skateboarding community had recently passed away. She called on the crowd to cherish life, find their tribe and invited everyone to roll on in my niece’s honor. I knew at that moment that Girls United was no average company, nor was Vogel a traditional leader.
Vogel’s straight-from-the-heart approach defines Girls United. Though as Vogel tells it, she never intended to create a company, life circumstances would lead her there.
The defining moment
Born in Northern California, Vogel, who was 39 at the time, had been living in Oceanside and working at her own design firm, while at the same time mentoring high school girls as a surf instructor in 2015. One summer day in June, she received a call from one of her mentees, who revealed that her friend had committed suicide. That call would ultimately change Vogel’s career trajectory and life. “It flipped my world upside down. I realized we have such minimal time on earth. I knew for the rest of my life I would wake up and try to make a difference.”
It was during this time that the idea for Girls United started to formulate. By 2017, Vogel, Joe, and their children Tyler (13) and Emma (11) had moved from San Diego to Petaluma where she was offered a job coaching the girls’ junior varsity soccer team. “When I was connecting with them on that level, I started to see that there was a need to support girls this age and boost self-confidence and realized that I was in a position to change that.”
Joe recalls the moment when the concept for Girls United emerged. “Stacey was so compassionate and saddened by the girl who committed suicide, that something sprang from her. When someone else is in pain, Stacey can’t sleep at night. I have never met anyone who can listen and have empathy for eight hours straight. I also knew that when she has ideas, there is no stopping her, she just goes for it.” And go for it she did.
By 2018, Vogel launched Girls United, an all-girl empowerment program rooted in these mantras: believe in yourself; build unity and community; inspire others to be strong, confident and brave; be optimistic and positive thinkers and doers.
“I knew I had to do something powerful, to change girls’ lives. I saw they needed leadership and I decided to create opportunities to build them up,” says Vogel. With that mission in mind, she launched Girls United’s first soccer day camp.
Eleanor Burnett, one of her JV soccer players recounts the moment when Vogel approached her with an idea. “One day, a few months into our season, Stacey pulled us aside at the bleachers and asked if we wanted to be a part of this new summer camp. I completely fell in love with Stacey and the whole idea of Girls United because she is so inclusive and supportive. In high school, soccer can be very competitive and sometimes, a mean sport. Many get turned off due to its culture of it. But Stacey took the soccer camp and made it a fun way to meet people, be active, and have a shared experience.”
Julie Klinge, whose 13-year-old daughter, Audrey, was an early participant, discusses how the program differs from others. “There are soccer drills to improve skills and create team spirit, but Stacey also does fun team building things like water games and dance-offs. It all creates this culture of happiness and gives the girls an opportunity to connect with new friends while keeping up with the skills.”
Vogel saw early on how mentoring could shape the company. “When I coached the girl’s JV soccer team, there were certain girls who gravitated to me,” she says. “I would take them under my wing and work with them and through those connections, I could spot the girls who were born leaders. They usually don’t see themselves as mentors, but the more they become involved the more comfortable they become and they are able to see things outside of themselves. Empowerment builds confidence. It was one of the biggest discoveries.”
Klinge’s daughter, Audrey, was so inspired by her initial experience at soccer camp, she returned the following year as a counselor in training (CIT). “As a camper, I got to experience and do lots of activities and meet a bunch of new people. As a CIT I get to focus on helping the campers and also have a new perspective. I love having a leadership role.”
Girls United, which serves girls ages 6 up to 18, creates an environment where participants can grow within the company. “They can transition from campers to leaders, and then employees. I am able to give them their first job,” says Vogel, who currently has eight employees, all of who have come up through the program.
Rolling forward
By the company’s third year in business, enrollment for the day camp grew from 40 girls to more than 280. Motivated by that success Vogel broadened the offering to include after-school enrichment programs, overnight camps and skateboarding. Despite all likelihood, the latter emerged during the pandemic. “Like a lot of people, I got super depressed and decided to focus on things that made me happy, so I picked up skateboarding again. I started off hiding out in the garage, but as I gained more confidence, I started to skate in the streets and around town,” Vogel says with a smile. “That was when others started asking me if I would teach their daughters to skateboard. As a business, I began to look at how we might pivot.”
At this same time, Vogel began to notice another trend emerging. “When girls turned 11, 12, 13 they were starting to get into things that were not so positive. I wanted to give these girls, who weren’t into organized sports, something to connect with.” With that in mind, in 2021, Vogel began hosting free skateboarding “jams” for the community, with the aim of bringing girls together to make new friends, learn skills and skate. “With the events, I started to realize that having the girls help out was another opportunity to teach leadership, empowerment and inspiration.”
The jams featured free lessons, skateboards to borrow, ramps, giveaways and skate-deck decorating. At the event, participants had the opportunity to meet pro skateboarder, Minna Stess (15).
The energy and enthusiasm for the program has been contagious, according to Heather Bleasdell, a parent and program supporter. “When the pandemic happened, my daughter was only 8 and it was really hard on her. Skateboarding became a safe way for her to connect with kids and gain more confidence. The experience has been remarkable.”
Bleasdell’s daughter, Ida, was equally inspired. “Skateboarding has been really exciting,” she says. “We all learn how to skateboard and have fun. Stacey is totally committed to helping girls.”
The feel-good vibes and inspiration did not stop there. On Valentine’s Day, Vogel brought together her merry band of skateboarders and gave them a mission. “We made all these valentines and sent them out in the neighborhood on skateboards. It made me feel so good to spread the love,” says Ida. Her mother adds, “It was incredible to watch 10 little girls skating down the street delivering valentines and to see the joy just spread out. It was very powerful.”
Angelina Artigianni, who played on Vogel’s JV team and then became a participant and leader with Girls United, recalls the appeal of the program. “Stacey is very motivated and passionate. I love how caring she is towards everyone and how great she is with every single person. She’s always striving to make Girls United bigger and better for the community.”
One of the ways Vogel reached more families in the community surfaced when she was approached by Petaluma-based Mentor Me to present a seminar. During the event, she relaxed the crowd with the story on which her company was built as she presented her 8 Tips to Empower Your Girls. (See sidebar on page XX.)
The real conversations emerged when she introduced a panel of 11 girls who talked freely about everything from cell phone use and struggles at school, to pressures around sex and social media. She warms the crowd with, “This is your chance to get into the mind of a teenager. By giving kids a voice, we are letting them grow up and become mentors.”
As the session unfolded, she spoke about the importance of “finding your tribe,” as an essential step in empowering girls. That spirit of connection is what keeps girls coming back, including Artigianni, who returns every year, in between studying psychology at Santa Rosa Junior College. “I met a lot of really close friends that I don’t think I would’ve been so close to if it wasn’t for Girls United,” she says. “It has made me more independent and helped me to be myself around other people. I am able to take charge, stand up for myself and not feel judged. It is one of the best things that has ever happened to me.”
Artigianni formed a fast friendship with longtime participant-turned-leader Burnett, who breaks from studying nursing at Arizona State to assist with the summer camp programs. She too credits Vogel for the success of the company. “She does an amazing job of being very inclusive and supportive and turned out to be a really big mentor for me. Whether she knew it or not, Stacey has helped with my overall confidence and my abilities to handle kids and work with parents.”
More in store
Last summer, Vogel embarked upon her next endeavor, when she launched her first overnight camp that took 40 girls on an epic adventure to the Sierra foothills. The program was modeled after sleepover camps of yesteryears replete with bunk games, pie-eating contests, capture the flag, talent shows, and more, all designed to inspire and encourage. “The girls get to talk about issues, and we can be there to listen, advise and have fun. I like that I can make a small difference in changing their lives to become powerful women. It’s why I was put on this earth,” says Vogel, who met her husband as a counselor at an overnight camp in Maine.
On the heels of that success and fueled by her love of board sports, Girls United will add “Learn to Ride,” a snowboarding program in 2023. The new experience, which is in partnership with Boreal/Woodward Tahoe, is designed to remove all barriers to board sports and will support underserved girls in the community who may be struggling with less-than-ideal circumstances. Selected attendees will be awarded free scholarships to cover all costs, including, equipment rentals, lift tickets and lessons for the daylong event. “Participants will gain new skills and build confidence and resilience, which will translate into everyday life,” says Vogel.
The secret sauce
Every standout recipe has a secret ingredient—or sauce—that sets it apart from the rest. Girls United has it, in Vogel. “The other day we got a picture of a girl who had dressed up like coach Stacey,” says her husband, Joe. “They want to be in her atmosphere all the time. She makes them feel heard and special and does that for everyone who comes into her sphere.” One way (of many) that Vogel does this is by keeping a list of everyone who comes through her program so she can send personalized birthday cards on their birthdays.
As for Vogel, she credits music as the real secret sauce. “When we play music, which we do most of the time, kids get out of their shell and have fun. When they see us being goofy and dorking out, they let their guard down, they feel safe.” Girls United camper, Audrey Klinge, adds, “She is the funniest person you could ever imagine. She is super outgoing and cares about you and wants to get to know you and what is going on in your life to see if she can help you in any way.”
Vogel also ratchets up the fun factor in a game she calls “shake your booty” where girls sport tissue boxes strapped onto their backs with pantyhose and ping pongs attached. As the name implies, music is cranked up and girls shake it off for the prize. “That’s just how we roll,” says Vogel, who amid all the fun, arms girls with life-shaping messages including you’ve got this. “We give out pins that reference it, we teach it, we say it to each other, but most importantly, I tell the girls, they need to say it to themselves.”
Vogel’s tribe
Through Girls United, Vogel remains committed to empowering and promoting physical and emotional confidence in girls and young women, who live onward with her mantras in mind. “Stacey’s core beliefs are in empowering other people. Treat others how you want to be treated, and through her actions, she helps spread that kind of motto,” says Burnett.
Artigianni adds, “She is such a loyal person, always reaching out to me, and being there if I need her. She has become like a second mom to me. She had this vision and made it come to life, it was so inspiring for all of us.”
Camps & Programs
Girls United offers a diverse series of day and overnight camps throughout the year. Availability is limited and some programs may already be in progress. To learn more and or register visit: girlsunitedcamp.com.
Soccer Spring Training Camp. This camp provides a fun, athletic, and encouraging environment for girls, grades 1st-7th. The league runs from March-May at Lucchesi Turf Field in Petaluma.
Summer Soccer Day camp. Girls ages 6 to 14 are invited to participate in a full-day (9 a.m. to 3 p.m.) or half-day (9 a.m. to 12 p.m.) experience, Monday through Friday. This camp focuses on soccer fundamentals, fitness, and fun in a non-competitive environment. Girls gain self-esteem through games, dance off’s, minute-to-win-it competitions, and talent shows.
Grades 1-3, June 13-17
Grades 3-6, June 20-24
Summer Skateboarding Camp. This camp is designed to give girls an overall perspective on skateboarding with a focus on building confidence on and off the skateboard. Camp runs Monday through Wednesday (9 a.m. to 1 p.m.) in various locations from skateparks and street spots to mini ramps. No experience is necessary and all equipment is included as well as transportation to and from each daily outing.
Grades 1-3, July 18-21
Grades 3-6, July 25-27
Overnight Camp, July 4-7, 2022. Girls United overnight camp aims to create a movement in the community that supports the total engagement of girls in fun-filled, old-school summer camp activities while creating a positive impact and lifelong memories and friendships. The camp is designed to promote fun, encourage imaginative thinking, and teach life skills, by instilling the pride of accomplishment in every camper.
The camp is designed for girls in grades 3rd-8th and takes girls via a chartered bus, to the foothills of the Sierras in the small town of Alta, California.
“Learn to Ride” Snowboard Program. This one-day camp, in partnership with Boreal/Woodward, Tahoe, is designed to remove all barriers to accessing board sports by providing girls with everything they need to experience a day on the mountain at no cost. The program seeks girls 10-16 who may be struggling with less-than-ideal circumstances and will promote personal growth in a supportive environment.
Program available: Winter 2023
8 Tips to Empower Your Girls
- Model by example.
- Self-talk.
- Find your superpower.
- Strike a pose.
- Be brave, fail big.
- Set boundaries and non-negotiables.
- Live a positive, purposeful life.
- Find your tribe.
Source: Girls United
