Just outside an exhibit hall at the 2026 International Builders’ Show (IBS) in February, three girls, ages 9, 11, and 14, confidently and enthusiastically engaged passersby to promote the She Built Foundation, an organization that encourages women to join the construction industry workforce.
These She Built ambassadors— Zoey Gerson (9), Wynee Druschel (11), and Blake Udine (14)—deftly handled waves of IBS attendees throughout the three-day show, offering friendship bracelets, tape measures, and other branded gewgaws while articulating the benefits of a career in the building trades and the means to achieve it.
“About five years ago, there was a house built all by women to show the world that they could do anything men can do, like building,” says Zoey. “So, a company called Group Two made a book called The House that She Built that shows all the roles that the women can play in building in a house. It inspires a lot of young kids, mostly girls, that they can pursue their dreams of being in the building or construction industry.”
Adds Wynee, “It’s fun and we like talking to people and telling them about how great it is that women can build houses, too,” she says. “A couple of women came by and they were builders, and people told us they love the book, so that makes us really happy.”
A Family Affair
Not coincidentally, all three ambassadors are the daughters of Group Two colleagues Alexis Udine, the firm’s director of online sales coaching, account manager Amanda Druschel, and Mollie Elkman, chief visionary officer for the builder marketing company and author of The House That She Built.
“Having the girls there allowed us to demonstrate what this movement is all about,” says Alexis. “One bystander said the presentation gave him chills because it reminded him of his daughters and the importance of educating our youth about the trades.”
While the trio received some training from their moms ahead of the show, they ultimately made the message their own, working together to articulate the roots and goals of the foundation, relay the history of the women of the house built in Utah that inspired the book, and drive people to the free educational resources available on the foundation’s website.
The girls also actively recruited other She Built ambassadors to join the cause. “If you’re an ambassador, you have to do at least one event a year,” says Wynee, such as reading The House That She Built to a classroom. “It’s really fun!”
“The girls did a great job sharing that all you need to be a She Built ambassador is to believe in the mission and want to share it,” says Mollie. “This was by far our most successful Builders’ Show signing up new ambassadors.”
Cutting a Wider Path
Women make up about 11% of the housing industry workforce, but only 4% of the trade base, underscoring not only the opportunity but also the need to recruit women into that segment of the workforce to help refill the skilled labor pool.
“Encouraging the next generation of girls to explore the building industry is exactly what the She Built Foundation is about, so having the girls there as representatives of the work we are doing was very impactful,” says Mollie. “Everyone wanted to stop and talk to them while we [their moms] watched with so much pride as we witnessed their confidence, grace, and enthusiasm in support of a cause we all believe in.”
Adds Amanda, “The entire mission of She Built is about inspiring young people to consider careers in building and construction, and that message was being delivered directly by the next generation themselves,” she says. “We had so many conversations with builders and industry professionals who walked away inspired to go back to their own communities and find ways to introduce kids—especially girls—to opportunities in the trades and in home building.”
One of those is Wynee, who aims to follow in her father’s footsteps in the industry. “He does everything. He knows electricity, plumbing, building … everything,” she says. “I really want go into construction because of my dad.”
About the Author
Rich Binsacca, Head of Content
Rich Binsacca is Head of Content of Pro Builder and Custom Builder media brands. He has reported and written about all aspects of the housing industry since 1987 and most recently was editor-in-chief of Pro Builder Media. [email protected]