Rodale’s Scuba Diving

An Interview with Helen Johnson-Leipold

Helen Johnson-Leipold was named Chairman of the Board and Chief Executive Officer of Johnson Worldwide Associates, Inc. (JWA) just after DEMA 2000, making her one of the very few females to head such a large and diverse outdoors company, with companies not only in scuba diving, but fishing, camping, and more. She’s certainly one of the top-ranking females in the dive industry.

Ms. Johnson-Leipold was actually returning to JWA, where she served as Executive Vice President--North American Business from 1995 to 1997. She had been Vice President--Worldwide Consumer Marketing of S.C. Johnson & Son, Inc. (SC Johnson). She had also been with Johnson Consumer Products(XXcorrect name??) for more than a decade, after an advertising industry career in Chicago.

Of her appointment, JWA founder Samuel C. Johnson, said, “Helen Johnson-Leipold brings a wealth of top level marketing experience to her new role at JWA, having spent the last ten years in senior marketing roles with both SC Johnson and JWA. At this stage in JWA’s evolution, Helen’s experience will be invaluable, as the company designs and implements an aggressive long-term growth strategy to further leverage its leading product franchises, while acquiring new business which are strategic to the company’s operation and its competitive position within key markets.”

We caught up with Ms. Johnson-Leipold at DEMA 2001, which was the fourth she’d attended.

RSD Extra: Tells us about your company as a whole.

Johnson-Leipold: Our company is a dominant force in recreation products, with many recognizable brand names not only in scuba diving, but other industries as well. Along with Scubapro and UWATEC in diving, boating-oriented companies include Old Town, Dimension, Leisure Life, Carlisle Paddles & Oars, Ocean Kayak, Necky Kayaks, Escape, Extrasport, Minn Kota, and Airguide, while outdoor equipment companies include Eureka!, Camp Trails, Silva, and Jack Wolfskin.

RSD Extra: Do you dive?

Johnson-Leipold: Oh, yes, I love scuba diving and snorkeling. I was certified in my teens. In fact, my three boys, who are 4, 7, and 9, are all ‘water babies’ and love being in and around the water. They will certainly get certified later.

RSD Extra: So where are some of your favorite dive destinations?

Johnson-Leipold: Grand Cayman and Exuma in The Bahamas are two that come to mind immediately. We love both destinations and have been often.

RSD Extra: So we can assume you’re using Scubapro and UWATEC gear, right?

Johnson-Leipold: Of course. Even if they weren’t two of our companies, I’d use the gear. I really appreciate customization and creativity when it comes to any outdoor product.(XXany specifics here? e.g., Lady Hawk (couldn’t find this BC on website?)?; is she using the Twin Jets? Any other specific gear to mention?)

RSD Extra: Any thoughts on this year’s DEMA?

Johnson-Leipold: It’s great to see each year how much more interest there is in customizing gear, like our Lady Hawk(XXcorrect?. There’s definitely a market and opportunity for growth in this area and you can really see it on the convention center floor. This is not only true for women, but definitely for children as well. Introducing kids to diving is a huge family trend and great for dive travel as well--the Cayman Islands and The Islands of The Bahamas are perfect examples of how this is happening. It’s up to our industry to continue to develop and increase awareness of products that are simple and safe for all.

RSD Extra: How committed are you to the diving business?

Johnson-Leipold: Very much so. Scuba diving is definitely one of our largest segments. We have pursued partnerships with the likes of PADI and Club Med and continue to expand our role in the industry. We’re completely committed to research and development in the recreational diving arena and will continue to cater to the recreational diver through creative equipment, accessibility, and education.

RSD Extra: We hear you’re very ‘hands-on’ when it comes to the company and it’s products.

Johnson-Leipold: My father, who founded the company, was the same. Not only do I use the scuba gear we make, I try to use and understand all of the other products as well. Company-wide, our goal is to make our products more accessible to consumers. I can help by being ‘hands-on’ when it comes to product use and product development.