Kelly Tracy, COO of ROC Outdoors

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‍What’s an accomplishment you’re really proud of, that maybe you didn’t receive recognition for?

I am proud of running an all female-owned and operated business in my hometown for over 20 years. I am even more proud to work alongside a CEO who sees the value in that mindset, shares that perspective, and supports women in executive roles. Working closely with the owner in that capacity to build an executive team made up of women creates a unique advantage. That advantage is understood, encouraged, and supported at the highest level.

What's a risk you took that paid off? (Or didn't, and what did you learn?)‍

Closing my business in Illinois after 20 years of operation to take a remote position in an unfamiliar space was a significant risk. My previous expertise was primarily in general sales, not the specific industry I am in now. That decision required confidence, self belief, and resilience. It led to a role at ROC Outdoors in Customer Service. Within a year and a half, that path resulted in relocation to Florida to assume the position of Chief Operating Officer.

‍Who championed you early in your career, and how did they change your trajectory?

My first corporate boss, Robin Tate, pushed me to advocate for myself at every table. I came from a small town with traditional thinking, especially regarding women in leadership. Robin played a critical role in building my confidence, encouraging me to speak openly, and defend my ideas. He reinforced that not every idea needs to be correct to have value. Expressing an opinion, learning from outcomes, and accepting feedback shaped my professional growth.

‍Who is a woman who inspires you?

Martha Stewart has been a long-standing source of inspiration. Not for cooking, but for her ability to stand firm, rebrand boldly, and maintain control of her narrative. She faced significant adversity, including a prison record. She owned it, reshaped it, and emerged stronger, and even more profitable. She is known for being direct and demanding and is unapologetic for it. She represents the reality that women in leadership do not always have the luxury of being perceived as agreeable. She separates emotion from decision making, maintains composure, and delivers results consistently.

‍What's a stereotype about women in your industry that isn’t true?

The belief that women do not work well together or that they create unnecessary conflict is inaccurate and played out in the workforce, but I still hear it frequently. The idea that women cannot make strong business decisions without emotional influence is also incorrect. These narratives have persisted for years without merit.

‍What's the single decision that had the greatest impact on your professional success?

Consistent volunteering within my community had a major impact. It created networking opportunities, built relationships, and exposed me to diverse perspectives. Working alongside individuals with different viewpoints but shared goals strengthened my ability to navigate challenges and communicate effectively.

‍What did you have to unlearn in order to grow?‍

I had to unlearn a bold “speak first” approach that I was raised with. In order to make changes early on, I had to listen more than I spoke, which can be difficult when being the loudest person in the room seemed to work for a long time. Establishing credibility does not require constant validation. Allowing work to demonstrate value, observing others, and learning from others continuously has been critical. Confidence comes from consistency, not volume.

How do you handle being underestimated?

Being underestimated is an advantage. It creates the opportunity to demonstrate capability without resistance. Instead of reacting emotionally, I allow results, knowledge, and execution to define perception. Being underestimated sets the bar low and provides the opportunity to be impressive and let your work speak for itself. 

‍Have you ever had to advocate for yourself in a way that didn't come naturally? How did you find your voice?

I ran for a municipal political position at the age of 25. I was the youngest, and one of very few women elected at that time. In my first committee meeting I arrived early and sat down in a seat at the table instead of the chairs that surrounded the area. The treasurer at the time announced loudly that the seat that I was in was where he normally sat. I got up and moved quickly to a seat that was not at the table, waiting to be invited to a different spot. The embarrassment set in and I walked out of the room for a moment. I took a few deep breaths, thought about the women that had been in positions like that long before me and what they faced. I took less than a minute to talk myself into the possibility of being not well-liked and also assuming the responsibility of women that were not in the room but should have been over the years. I walked back in and asked the Treasurer to stand and find a new seat because I was elected to have a spot at that table and that would now be my seat from here on out. He refused, as I had suspected, so I loudly dragged a heavy chair up to the table right next to him and sat down forcefully causing everyone else to shift their seats. The embarrassment I had was palpable and I wanted to burst into tears, if I am being honest. But it was the cost of establishing who I was, and what I would tolerate. I was elected to do a job and had no intentions of not following through. I held that seat for 9 years, and the treasurer was arrested a year later—after I helped to uncover his bad practices. Finding my voice came with deep breaths, patience, grit, and embracing embarrassment. If you are not afraid of how things look when you know you are right, or are standing up for yourself or others, you become unstoppable.

‍Do you have any advice for emerging female professionals early in their careers?

Advocate for yourself with professionalism. Listen closely to individuals you respect. Learn continuously. Allow work to speak for itself. Accept difficult moments. Embrace discomfort. Growth requires resilience, awareness, and confidence.

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