How WINC Is Blazing New Trails for Women in Building and Construction

Leaders for Women in Construction (WINC) discuss the organization’s growth, value, and how you can join in

December 29, 2025

A group of WINC members pose at an event. — WINC members benefit from monthly events, professional development, and connection with other women in construction in the Twin Cities.

It was 2016 when Masha Romer and Leah Krig connected over a shared concern: Support for women in the Twin Cities building industry lacking. Both women had extensive experience in the field—Krig, with Northland Woodworks since 2007, and Romer, whose background included stints at Danner’s Cabinets, Cambria, and James Hardie. Although local associations offered opportunities for networking and forging new connections, the pair didn’t feel like there was a place where women in the industry could share in mutual understanding, connect with one another, and support each other in professional development.

And so the seeds for Women in Construction—or WINC—were planted. It began as a lunch meet-up of roughly 30 women and has since evolved into a thriving community of several thousand.

“We have made a major impact on the rest of the building industry, creating a dynamic space for women not only at WINC but in all building industry organizations and associations,” Romer and Krig said jointly, in a Q&A with Midwest Design.

The group maintains a major industry presence today. Perhaps you’ve seen the “Wheelin’ With WINC” bus cruising from house to house on the Artisan Home Tour, or attended one of WINC’s monthly events and joined that chatter on social media. The growth over the past nine years has emboldened both Romer, now director of business development for Lelch AV and president of WINC, and Krig, president of Northland Woodworks and vice president of WINC, to double down on their mission.

Midwest Design spoke with Romer and Krig about how WINC is blazing trails for women in building and construction—and how you can get involved.

Masha Romer and Leah Kig — Masha Romer and Leah Krig

What are the core beneﬁts of joining WINC?

The WINC community is truly a place where you can come as you are and get to know other women—from a business standpoint and a personal standpoint. We are all here to help each other grow and succeed. We pass business to each other, cheer each other on, refer each other, help each other win, and ultimately these business connections turn into real friendships. And membership is not a huge annual commitment—members can attend events as often or as little as they can and they can contribute to the social media groups for free. In addition, proceeds from each WINC event contribute directly to local nonprofits right here in our community.

What are some of the challenges of being a woman in a male-dominated industry? How has WINC helped both you and members work through some of these challenges?

Before WINC, it was harder to feel like we are equals and that we belong. There weren’t enough of us showing up at industry events, so it created some insecurity, that made us wonder: “Will I even be taken seriously here?”

Often, we see women in the construction industry pulling each other down in order to show up more competitively with men and we don’t think that is necessary—this is a lie that society has instilled in us. The truth that WINC is proving is that women, even competitors in the same ﬁeld, can work together, and build each other up and we all beneﬁt. There are also times when, as a woman, it is hard to relate to and connect with men. Sometimes you can be more genuine and authentic with other women. The more presence women have in our industry the more respect we have been given and the more the industry as a whole beneﬁts.

That is what WINC has done, given women that boost and that conﬁdence. WINC says, “Don’t worry, you do have a place in this industry; We are here, we are present, and we belong just as much as anyone else.”

How has WINC personally helped you grow in your profession? What have been some of the most rewarding moments since its founding?

Krig: WINC has taught me so much about being a leader and making connections with other women in the industry. It still boggles my mind that what started as an idea has become this amazing organization that blesses so many. I cannot tell you how many times I have been thanked for starting WINC and I always think that I am the lucky one to get to plan these events, meet these incredibly talented, intelligent women, and grow and lead with them.

WINC members pose at an event — WINC hopes to continue expanding its offerings, and events while providing women in construction connection and tools to success professionally.

Any anecdotes from members on what WINC means to them? Any comments that have reinvigorated your passion for the work?

Romer: As a sales and business development professional, WINC has done so much for my career. So much of the business I have cultivated for the company I work for (Lelch) has come from WINC connections. So much encouragement and support I have gotten for my work has come from my WINC network. So much of what makes this industry fun and rewarding has come from the friendships I have made through WINC.

The speakers we have brought in have signiﬁcantly helped my drive, the events we have thrown have invigorated me, the amazing women I have met have been absolute mentors to me. I constantly hear women tell me how grateful they are for WINC and how they have gotten jobs, made sales, and built conﬁdence through WINC. It truly inspires me and invigorates me to keep going.

Where do you hope to take WINC in the years to come?

We hope to keep outdoing ourselves with each event, growing organically, supporting more and more women, exploring exciting new endeavors (currently in the works), and having fun while empowering women to succeed in the building industry.

What is your advice for women just starting their careers in the design/build world? What would you tell yourself in your early years on the job?

No matter where you start the road seems long and unpredictable. It is easy to compare yourself to others and doubt yourself. However, time moves incredibly quickly and before you know it, you will be a seasoned professional, well respected, connected and conﬁdent. Just let yourself crawl before you walk and enjoy the journey.

Find those connections that turn into friendships, that make the journey fun, and that cheer you on and support you along the way. Help others whenever possible and always ask, “What can I do to support you?” You will ﬁnd that the relationships you build in this industry are more important than anything else. And remember to show up!

Rejection makes you stronger, don’t take it personally and just focus on building relationships, being kind to others and the rest will all work out.

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