On Point – Female Action Sports Media was founded by Madlaina Walther (she/her) from Switzerland.

Madlaina holds a master's degree in Physical Education and Sports Sciences, and her academic journey includes in-depth research into historical barriers faced by women in sports. Combining her passion for photography with a keen interest in outdoor, adventure, and action sports, Madlaina quickly recognised the scarcity of female representation in the media. Additionally, she found it challenging to access information about women thriving in this specific field. In 2017, she began posting her findings and thoughts under "Women in Action Sports Photography (WASP)” on Facebook and later Instagram.

In 2023, Madlaina applied for the Peak Performance Trailblazer Program, securing a grant that prompted a significant rebranding endeavour, completed with a new name. This strategic rebranding not only aims to underscore the organisation's professionalism but also aims to celebrate and acknowledge all female contributors to the outdoor, adventure and action sports media.

Madlaina works 100% voluntarily for this project. Learn more about her and her work here!