When the world slowed down during the pandemic, something rare happened — women across continents, isolated by circumstance but united by drive, found one another. From living rooms, spare bedrooms, and quiet home offices, the first sparks of what would become Women in Incentives Network (WiiN) began to glow.
For many of its founding and early members, that first connection was more than a new professional network; it was a lifeline. As one of the founders, Wendy Carter, remembers,
“When you decide to join a networking group, you want to feel part of something — included, invited, and involved. During Covid, many of us were seeking contact, conversation, and a sense of belonging. The six co-founders’ global experience enabled WiiN to launch as a unique network that supported those aspirations.”
That word — belonging — echoes throughout WiiN’s story.
Rocio Liebana Vinuesa, another founder, describes its birth as “a safe space for women in our industry to connect, grow, and inspire one another, a place where role models are both found and created.” For her, WiiN wasn’t just a new group; it was a declaration.
A belief that women in the incentives industry deserved a space where authenticity could flourish and confidence could take root.
And the data supports this: more than 70% of women say they use networking to achieve organisational goals such as winning new business or driving new initiatives (Forbes).
When the message spread, women like Holly Glowaty felt its pull instantly. “It was the middle of Covid and I got a note from Wendy about a group that was forming,” she recalls. “I’m a community builder at heart, and at that moment, it was like someone was reading my mind. I was missing a connection with the incredible women in this industry.”
For Holly, saying yes to WiiN meant rediscovering joy in collaboration — and finding trust in unexpected places. “I didn’t even know some of my co-founders when we formed WiiN. It was just that someone trusted someone else, and therefore they trusted me when I came in. Isn’t that incredible?”
That spirit of trust and openness is what continues to fuel the network today. Jackie Barker, who later became an ambassador, first joined as an early member and quickly recognised the movement’s potential. “When Wendy approached me to become an ambassador, it was a no-brainer. I’d seen WiiN grow into something powerful — a place where women could be open about shared challenges and support one another through them.”
Together, these stories form the foundation of WiiN’s identity: a global circle of women who said yes — to each other, to possibility, and to something larger than themselves.
The group’s first events and virtual meetups set the tone: authentic conversations, unfiltered experiences, and a shared understanding that professional success doesn’t happen in isolation.
And in a world where women hold only 32% of senior leadership roles globally (Forbes), spaces that fuel confidence and connection matter more than ever.
“It’s more than just contacts, it’s a community,” Wendy explains. “Knowing I can send a message and be met with positivity, practical advice, and genuine offers of support is both empowering and reassuring.”
Even now, years later, that founding spark remains visible in every message thread and in-person event — a reminder of how small moments of courage can create lasting change.
Rocio captures it best: “These open and honest sessions have lifted my energy and reminded me of the power of authentic connection and collective growth.”
What began as a conversation has become a movement — one that continues to expand its circle, proving that when women come together with purpose, the impact goes far beyond their own careers. It shapes industries, inspires communities, and, most importantly, reminds every member that she doesn’t have to do it alone.
If that sounds like the kind of professional community you’ve been searching for, we’d love to welcome you.
More about our membership here.
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Written by Elaine Keep www.elainekeep.com