Meet Nora Fierman

Alright – so today we’ve got the honor of introducing you to Nora Fierman. We think you’ll enjoy our conversation, we’ve shared it below.

Nora, thanks so much for taking the time to share your insights and lessons with us today. We’re particularly interested in hearing about how you became such a resilient person. Where do you get your resilience from?

Resilience is something I was born with, but it’s been burnt into me through years of being pushed, doubted, and tested. When I look back on my life, I see a series of failures, but not in a negative way. Each one forced me to make a decision: give up or keep going. I chose to keep going.

I finally found my place in the outdoor community. Naturally athletic, I gravitated toward endurance sports in college, becoming faster, stronger, and constantly pushing my limits. But being a woman in these spaces is not easy. I was often the only woman—and the strongest woman. I got stares, dismissive comments, and outright resistance. On singletrack mountain bike trails, men refused to let me pass. In the outdoor industry, working professionally with avalanche safety equipment, my expertise was frequently questioned or ignored.

My skills and strength have been doubted at every turn. People still don’t believe I’m as strong as I am. But rather than argue, I’ve always chosen to prove them wrong by demonstration.

Building a company takes that same kind of resilience. It took six years to bring Neve to life. Every co-manufacturer turned me down. Every day, I hear “no” in some form. Not everyone shares my vision. But after years of pushing through doubt and resistance, I’ve continued to prove to myself and to others that I will always keep going.

Thanks, so before we move on maybe you can share a bit more about yourself?

Neve is a science-backed, plant-based blend of fruits and vegetables designed for and by athletes. My journey as an athlete has taken me across the world—from skiing volcanoes in Chile to navigating steep couloirs in France—and no matter where I was, fueling properly was always a challenge.

Athletes are often told what to eat: gels, which are formulated in labs for quick energy but lack real nutrition, or bars, which can be dense, hard to chew, and overwhelmingly the same. I wanted something better—something that combined the best of both worlds. That’s why I created Neve.

Neve is portable, resealable, nutrient-dense, and easy to eat, delivering real food designed with a registered dietitian to support energy, endurance, and recovery. It’s not just another snack—it’s functional, science-backed fuel built for adventure.

As for what’s next, Neve recently completed its first production run after six years in the making, and we’re gearing up for exciting growth. I’ll be pitching Neve at Expo West, the biggest food trade show in the U.S., and we’re expanding into new retail partnerships. It’s an exciting time, and I can’t wait to get Neve into the hands of more athletes who need real food for real performance.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

For me, the three most impactful qualities have been curiosity, determination, and resilience. This combination kept me moving forward, even when there seemed to be no logical reason to keep going.

Everyone has different strengths—lean into yours and get curious about how they can help or hinder you. For me, being highly determined and intrinsically motivated meant I was willing to spend four years searching for the right manufacturing partner for Neve. Should I have given up after two years? After one? Honestly, I almost did. In August of 2023, I posted in a Slack group for CPG founders, asking if anyone knew of a manufacturer that fit my specific processing needs. Please note, this wasn’t my first time putting this ask out there. It seemed like a dead end—until November, when someone finally responded. Even then, when I reached out, I expected yet another “no.” And at first, it was—their minimums were too high, and they had never worked with a product as thick as Neve.

But I didn’t just take the rejection. I shared my story with the founder, and that changed everything. They believed in my vision, and we found a way to make it work.

My advice? You don’t have to force yourself to master skills that don’t interest you—but you should understand and leverage the strengths you already have. That doesn’t mean avoiding growth. As a founder, I’ve had to push myself in areas like public speaking because it’s essential. But you can also get curious about what you’re already good at and refine those skills even further.

Know your strengths. Own them. Use them as your greatest advantage.

What was the most impactful thing your parents did for you?

Growing up, I didn’t realize how rare it was to have a mother as my inspiration for being an outdoor athlete. Typically, that’s the dad’s role. But my mom? She was out climbing rock and ice—both locally and internationally—trekking in Nepal, and doing century rides. What was wrong with her?!

I was a ski racer, and my mom was a ski instructor. Every weekend, we’d drive together to the mountain—she’d head off to teach, and I’d go off to train. When we switched to a different home ski resort, the drive got even longer, which meant even more time together. Those car rides shaped our relationship in ways I didn’t fully appreciate at the time.

When I went to the University of Colorado, Boulder, it was mostly because of the mountains. That’s where I really leaned into outdoor sports. I was usually the only woman, and I gravitated toward ski partners who were knowledgeable, educated, and willing to safely push themselves. I was often the strongest or fastest woman in the group, but that never bothered me. Looking back, I think that’s because I had already seen my mom do the same. She pursued outdoor sports simply because she loved them, and she was often the only woman. That never fazed her. I saw how fulfilling her friendships were and how much she enjoyed learning new skills.

I didn’t fully recognize her impact on me until later in life, but it’s one I’m deeply grateful for. My mom and I are incredibly close. Now, I get to be the one introducing her to new adventures—taking her backcountry skiing, mountain biking, and teaching her new skills. What a lucky thing that is.

Contact Info:

Image Credits

Summer Photos: Spencer Miller
Winter Photos: Aidan Goldie

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