Meet our first featured Gal Gab lady of 2026, Michelle Scheuermann, APR (accreditation in public relations). Michelle is an entrepreneur and the owner of BulletProof Communications, LLC. Founded in 2009 as BulletProof Media Blog, the now larger BulletProof Communications provides a wide range of services, such as consulting on key topics like branding and consumer connection. Michelle is also available to speak about communication strategies at events and on podcasts, as well as provide communications training. Her clients include a variety of establishments, from large-scale companies like Outdoor Sportsman Group to non-profit organizations in the outdoors community.
Before creating her own company, Michelle worked in multiple marketing positions, including senior director of communications for Sportsman Channel and marketing manager for the South Carolina Waterfowl Association. She served as a board member for the Outdoor Stewards of Conservation Foundation for two years. Michelle also served as president of the Professional Outdoor Media Association board for two years, in addition to three more years with the same organization.
Raised on a crop and dairy farm near Mitchell, South Dakota, Michelle has always appreciated the outdoors. Her fondest memories include writing stories about “each and every one” of her My Little Pony figurines and showing dairy animals, bunnies and horses at the 4-H community and state levels in South Dakota and Wisconsin.
In her spare time, you’ll find Michelle on the golf course with her husband, Wayne, or trying to play the piano like she did in high school. However, she may be relaxing with her cat, Harrison, instead. Read on for this driven entrepreneur’s answers to our six Gal Gab questions.
What does a typical day in your work life look like?
Typical day – Ahh … love this … every day is the same – and yet not. As a solopreneur with several clients, I can pretty much dictate my day – up to the point until I need to solve a crisis. My non-negotiables include working out in the AM (which could be lifting weights or walking 2.5 miles around the lake by my house), making coffee from Berres Bros Coffee out of Watertown, Wisconsin, or running to get coffee (I am huge fan of lattes from Starbies or Caribou Coffee!), and dressing up for the day to include a nice outfit (for those zoom calls), do my hair, add jewelry and perfume.
What is the #1 piece of advice you would give to other women who want to break into your industry?
Advice for ladies who want to own their own business – and it doesn’t matter if in the outdoor industry or not – but you need to trust in yourself and have confidence in your abilities. I’ll admit it took me a while to appreciate this fully. If you don’t trust in yourself, how will your clients trust in you? Also, be proud of who you are and what you know. It took time, energy, and skill to get where you are today – so have the confidence to share that publicly – be it on LinkedIn, blog or socials. And this is a note to myself, too. It is hard to show up day in and day out, and yet there are people you know and see who do this on a daily basis with ease, it seems. It could be they don’t have anything else to do .. or they just have a natural knack of talking about themselves, but if you have to work at it, like me, just know that is OK.
After I have on my outfit for the day, I’m ready to tackle whatever heads my way – be it posting on socials for clients, writing press releases or articles, strategizing on next moves, working with my graphic designers and agencies – on and on. Every day is the same in that I’m constantly blocking and tackling, but different in that I never know what will come my way. Owning your own business keeps you on your toes!
(Also, another piece of advice is to use exclamation points sparingly in your emails, social media captions and texts. It makes everything sound like a 12-year-old girl wrote it.)
What motivates you?
What motivates me: I’ve been reading and following Dr. Arthur Brooks lately. You might have seen him around as he’s had a few best-selling books focused on happiness for everyday life. He claims there are four idols in life: money, power, pleasure and honor (meaning fame or admiration). Each of us has one of these idols. There’s nothing wrong with these idols – unless it is the end goal. In my younger professional years, money was my idol, and it probably still is. As a business owner, you are constantly focused on what is coming in this month because it changes frequently. Power and honor have also been idols for me as I’ve grown in my business and in the outdoor industry. Speaking at important events – like NSSF SHOT University – was important to me for a time. Today, however, I am happy being in my home office (which [at the time of writing] has a four-foot live Christmas tree keeping me company), helping others, and giving back when I can. I’ve learned I am happiest when I can make a connection for someone in the industry or give advice that sticks.
What is the most unexpected thing you’ve learned while working in your industry?
Most unexpected thing I’ve learned being a business owner – how much I pay in taxes in the state of Minnesota. I’ll just leave it at that.
What is your favorite product on the outdoors or shooting market right now?
Favorite product – I’m buying this pistol box from Steelhead Outdoors for my husband for Christmas. Corey, the owner, is going to add the San Francisco Giants logo to the case, as we are huge fans of the team.
Let’s have some fun … What weapon would you use to battle a giant?
Most giants use their brawn, so I would use my brain. Education is the ultimate weapon; it’s the tool that turns obstacles into opportunities and challenges into victories. When you’re educated, you can outsmart any giant, whether that’s in everyday life or in your business. Knowledge gives you strategy, adaptability and the confidence to take on anything. That’s the weapon that never runs out of ammunition.
Follow Michelle Scheuermann on LinkedIn.
Madeleine Golob, formerly “Anna,” is our intern at the “Women’s Outdoor News,” and manages the “Gal Gab” column. She also pens features and takes care of our Pinterest activities. Madeleine is a high school student who loves to write, read, study her family’s genealogy and play any musical instrument she can get her hands on. She also enjoys working Action Pistol matches while her parents compete and dreams of becoming a historian and writer. View all posts by Madeleine Golob
