Breaking Trails: Women Leaders Shaping the Off-Road and Adventure Industry

Featuring Shelby Wagner, Co-Founder of Zeus Off Road, Agile Business Coach, and author of "The Field Identity Guide"

Shelby Wagner - 2018 Rebelle Rally

Finding Her Path: From Backpack to Rock Crawl

Shelby’s entry into off-roading didn’t begin with a Jeep or a set of tools. It began with a tent and a trail.

“I didn’t really get to camp until I was about 18,” she recalls. “It was just simple—camping with high school friends in Wisconsin. But even then, I loved the freedom of it. Doing your own thing, being out there.”

That sense of independence would grow as she began backpacking in her twenties, especially during longer treks in places like Wyoming and New Mexico. “Being three or four days into the backcountry, realizing how big the world is—that really opened something in me. I fell in love with that vastness, that feeling of capability.”

When Shelby met her spouse and business partner Chad, she was already deeply invested in hiking and backpacking. Chad, meanwhile, was knee-deep in rock crawling and vehicle builds. The two worlds collided in the best way—through shared outdoor adventure.

“I started to get exposed to rock crawling in these landscapes that looked like where I liked to backpack. I thought, ‘Wait—people are camping here, too? Exploring? Oh, I get that!’ It just made sense.”

And just like that, the foundation of what would become Zeus Off Road was born—not just in steel and gears, but in the merging of exploration styles and perspectives.

What It Means to Be an Outdoorswoman

When asked what being an off-roader and outdoorswoman means to her, Shelby doesn’t hesitate. “It’s about freedom. It’s about adventure. It’s about being capable—and strategic.”

To Shelby, it’s not about checking boxes or climbing rankings; it’s about showing up for the challenge, being resourceful, and embracing both vulnerability and strength.

“In the outdoors, things don’t always go to plan—your vehicle might act up, the weather shifts, your route changes. That’s where resilience kicks in. And for me, every experience builds on the last. You get better. You get smarter. You grow more confident.”

She compares the journey to learning by fire—something every off-roader and outdoor lover can relate to. “Each trip, each trail teaches you something new—you walk away with more knowledge.”

The Confidence Gap—and How Women Can Close It

Despite her demonstrated ability, Shelby admits her greatest challenge hasn’t come from outside bias—it’s been her own internal dialogue. The 2018 Rebelle Rally, an all-women navigation-based off-road competition—became a proving ground for Shelby and her friend who was her navigator. It forced them to trust their preparation, trust their instincts, and show up fully in their power.

Shelby’s story resonates with many women in the outdoor world. Sometimes, the loudest resistance isn’t from the community—it’s from the stories we tell ourselves.

“I think a lot of women feel intimidated—not because someone told them they don’t belong, but because they’ve internalized a fear of being unprepared. And that’s where mentorship and community can change everything.”

Making It Accessible: Encouraging the Next Generation

Shelby is a firm believer in creating on-ramps—not gatekeeping—the adventure world.

“The outdoors can feel scary or unpredictable. But if someone helps you bridge that gap, you start to see it differently. And you can pass that confidence on to your kids, your friends, or other women just starting out.”

Her advice? Start small. Ask questions. Stay curious. And don’t let fear—or perfectionism—keep you from showing up. “You don’t need to know everything. You just need to be willing to learn. Everyone starts somewhere.” Shelby hopes Zeus Off Road can continue to be a welcoming place for beginners, especially women, to get curious about overlanding and off-roading without the pressure or intimidation that sometimes comes with high-performance circles.

“Locally, we’re lucky in our adventure resources in Minnesota. We have trail systems and communities that are inclusive and varied—from mild to wild. There’s something here for everyone to grow into.”

Redefining the Landscape

Shelby Wagner may fly under the radar to some—but her impact is felt in every build consultation, every trail ride, and everyone who walks into Zeus Off Road and sees someone who looks like them leading with confidence and compassion. Her message is clear: The outdoors is for everyone. And when women lead with knowledge, curiosity, and courage, they don’t just participate—they reshape the entire landscape.

Visibility, Vision, and the Future

If there's one thing Shelby Wagner wants people—especially women—to know about off-roading, it's this: you belong here.

We dove into the progress being made across off-road and outdoor communities, the challenges that still remain, and how women are uniquely positioned to lead with curiosity, creativity, and resilience.

More Women, More Possibilities

So, are off-road spaces becoming more inclusive?

Shelby’s answer is honest: “Yes… but it depends.”

She acknowledges that progress isn't universal—there are places and pockets where women still face barriers—but overall, she’s encouraged by what she sees.

“The visibility of events like the Rebelle Rally really helps. It shows women doing badass things. And when you have that visibility at a national level, it earns respect. Locally, it depends on your community—but there are definitely more opportunities now to show women as being just as capable, just as adventurous, and just as talented.”

These events and stories don’t just create buzz—they set examples. And for women thinking about stepping into this world, seeing someone else do it first can be the spark that lights the fire.

Overlanding: The Gateway to Adventure

Shelby points to the rise of overlanding—self-reliant vehicle travel—as a natural bridge between traditional camping and full-blown off-roading.

“Overlanding helps shift the mindset. Instead of your vehicle just getting you to work, you start asking, ‘What is it actually capable of? Where could it take me?’”

As Emily Miller says, “The car in your driveway is more capable than you think.” This mindset helps beginners feel less intimidated. It invites them to start with what they have, and learn as they go. “It’s a way for outdoorsy people to level up—learn about dispersed camping, go off-grid, build new skills like navigation and first aid. It takes you beyond the traditional campground into real exploration.”

And that’s where the magic happens.

A Different Kind of Strength

When asked what unique strengths women bring to off-roading, Shelby lights up.

“What’s unique is that most women weren’t raised with rules about how this is supposed to be done. We come into it without all those preconceived notions—and that’s powerful.”

Instead of limiting themselves to “the way it’s always been,” women often approach off-roading with a beginner’s mindset. They're more willing to ask questions, try new things, and adapt quickly.

“It’s not about conquering the biggest rock or having the biggest rig. It’s about curiosity. About asking, ‘Where do I want to go? How do I want to explore?’” While Shelby is quick to note that anyone—regardless of gender—can possess mechanical skills, adaptability, or grit, she sees the blank-slate approach many women bring as a kind of superpower.

“We don’t carry the same expectations. And that makes the possibilities feel so much greater.”

A Defining Moment in the Dunes

When asked to share a memorable experience that empowered her, Shelby doesn’t hesitate: the 2018 Rebelle Rally. “It was the first time I’d ever driven off-road outside of Minnesota. We started near Lake Tahoe and ended in San Diego—crossing sand dunes, rock beds, everything.” With no digital devices allowed, Shelby and her co-pilot navigated using only maps, compasses, and their instincts. The terrain was intense. The days were long. And the learning curve was steep.

Shelby and Sarah, 2018 Rebelle Rally Photo Credit: Nicole Dreon

“There were moments when we were lost, when the Jeep had issues, when we had to decide—turn back? Radio for help? Can we fix this? And we did. Every time.” That experience left a lasting impact.

“I came back from that thinking, if I can do this, I can do anything. It tested everything—navigation, problem-solving, resilience. And we made it.”

It wasn’t just about the rally—it was about what it revealed. Strength. Focus. Grit. Grace under pressure. Shelby and her navigation partner had all of it.

The Power of Visibility

Finally, we talked about legacy. About what visibility means to the next generation.

“Visibility gives people something to dream about. Not everyone is a visionary—some people need to see what’s possible to believe they can do it.”

For Shelby, every woman who steps into this world becomes a mirror—reflecting back what’s possible for others. Naming two women who continue to inspire her, Shelby reflects on Emily Miller, founder of the Rebelle Rally, an accomplished driver and off-roader herself. 

“She's a businesswoman. What she's done for the visibility of women not just in off-roading, but from the competition, the rally perspective. I just think, is amazing. She would speak to us each night about what she's noticing, where we're falling short where we're missing the basics of the craft of of being in a rally and holding a high bar but also being really supportive. I'm just inspired that she dared to take on creating the rally - it crosses so much land, and the amount of coordination, and the volunteer effort, and everything that she does. For women each year to have an experience like that, nothing else, will compare to. It's pretty, inspiring and unbelievable.”

Secondly, and more maybe closer to home, is Gem Keuther “She's always stood out to me as someone who is very capable in her own right, knows how to fix or upgrade her rig, she knows how to drive it. More importantly, she has become a great mentor to our daughter, Vivian. I simply admire her for showing up in all of her confidence. And I really appreciate how she’s taken Vivian in to ride along in her buggy, to get into RC car driving, to enjoy all aspects of off-roading. She's teaching Vivian at a young age to build curiosity and showing her what's possible, and being that visible person.”

“Every time a woman shows up in off-roading or outdoor adventure, it’s one more example someone else can look to and say, I could do that, too. That’s how change happens.”

The Trail Ahead

Shelby Wagner didn’t set out to be a trailblazer. But by stepping boldly into spaces not traditionally built for her—and by staying curious, capable, and courageous—she’s become one.

At Zeus Off Road, Shelby, Chad and their team aren’t just outfitting Jeeps or building custom rigs. They’re building confidence, one driver at a time. Building community. And most importantly, building space for others—especially women—to show up, learn, and lead.

So if you’ve ever wondered whether off-roading is for you, Shelby has a message:

You don’t need the perfect vehicle. You don’t need to know everything. You just need to start. The trail is waiting.

We Build More Than Off Road Rigs—We Build Adventure

For Shelby Wagner, off-roading isn't just a pastime—it’s a passion that permeates every part of her life, including the way she co-leads Zeus Off Road. Her personal connection to the outdoors fuels the company’s mission: to empower others to find adventure, push boundaries, and discover what their vehicles—and they—are capable of.

“People come in because they’re looking for adventure,” she said. “And we live that life ourselves. We know the thrill. We know the challenges. That’s what shapes how we treat people.”

It’s not about selling a suspension lift or tires—it’s about building trust, sharing knowledge, and helping customers chase down their own version of adventure, whatever that looks like. Shelby’s influence as a woman business owner and outdoor enthusiast is clear in the company’s consultative, experience-driven approach.

“We ask: Why are we doing this? Who are we building this for? Because we know the terrain. We’ve felt that excitement ourselves.”

She and her spouse and business partner, Chad, share more than business goals—they share values. They're not just fabricators or shop owners; they’re relationship builders who prioritize connection, education, and exploration as a foundation of their business.

So what’s next for Shelby?

“Honestly, surviving the year,” she laughed. “And maybe getting into side-by-sides who knows?—just learning more, seeing what other adventures we can cook up.”

That’s the spirit that defines Shelby Wagner and her shared leadership with Zeus Off Road: a deep-rooted desire to keep growing, keep exploring, and help others do the same. Because in the end, it’s not just about the build—it’s about the journey. And Shelby’s just getting started.

Zeus Off Road - We Build Adventure.