The California based B4BC, a 501(c)3 non-profit foundation, whose mission is to increase awareness around breast cancer, through advocating for a healthy, active, and sustainable lifestyle, is entering the new decade with a drive to further develop their programs with the addition of Lina Adams as Program Director.
In her new role, Adams will oversee the execution of the existing programs and develop new opportunities to support the growth and long-term sustainability of the foundation. Since 1996, B4BC has been hosting year-round grassroots events, educational outreach, sustainability, and survivorship support programs. Among them, “Shred The Love” winter series in partnership with mountain resorts nationwide, which this year celebrates its 10th anniversary. Their summer Skate the Lake and Coast series and their Chasing Sunshine Mountain, and Ocean Thriver Wellness Retreats run by their Wellness Director and Marketing Manager, Megan Pischke. Work that’s enabled by both industry partners, donations and community fundraising.
President and Co-founder Lisa Hudson, who is responsible for bringing in Adams, says, “Having Lina on board will enable us to focus our efforts while developing the communication around B4BC as the growing foundation we are. We couldn’t be more thrilled to have her skill set and broad marketing background. We aim to grow the collaboration with our partners and community outreach while increasing the support for the survivors and thrivers; who we are finding so deeply warrant our time and love”.
Adams feels so aligned with the foundation’s mission that she was willing to leap from the corporate brand side to the non-profit world. After spending 14 years in various sales and marketing positions, first in the boardsports industry and most recently in the outdoor scene, Adams is happy to be reconnected to her roots of spreading the love for the boardsports she holds dear. She initially moved her Finnish-American family from the South-west coast of France for her husband’s work at Mountain Hardwear, and after having spent three years at the company together, decided it was time for a change.
“It is a welcomed change to shift my energy to collaborating with brands who see the benefit in supporting a cause while promoting participation in sports that they’ve built their business upon, and that keeps them thriving. Knowing the importance of women in our economy and as a mother, I find it incredibly important to remind and educate young women about breast cancer and the importance of early detection,” says Adams. “It’s an unfortunate truth that most people have someone in their close circle who has battled breast cancer. Coming straight out of a wellness retreat with young women and mothers, I can feel the gratitude and deep value of our work — the healing power of the mountains. There is no rulebook for how to combat breast cancer, and building a community of both thrivers and supporters means everything. No one should go through it alone, and being informed, might save a life – yours or a loved one.”
In her spare time, Adams can be found with her four and six-year-old sons surfing the colder waters of Northern California or searching for powder in Tahoe. Born and raised in Finland, she escapes to the barefoot cabin life when the kids are out of school, or hosting a home-cooked meal to friends in what she calls the shire of Marin, CA.
About B4BC
Boarding for Breast Cancer (B4BC) is a 501(c)3 non-profit organization that advocates early detection and a healthy, active, and sustainable lifestyle as the best means of breast cancer prevention. Founded in 1996, B4BC empowers young people to make positive choices that promote lifelong wellness through grassroots events, educational outreach, sustainability, and survivorship support programs.
For more information, please visit www.b4bc.org or follow along on Instagram or Facebook.
