Starting out as a 16-year-old apprentice some 32 years ago, Kirsty Frith probably didn’t assume she’d rise up the ranks of travel become head of retail for Tui.
Throughout her career, leading some of Tui’s largest flagship stores and holding regional, divisional, and national leadership roles, she has witnessed first-hand how the industry, and the pressures on women, have changed.
“When I first walked into the Lunn Poly store at 16, work felt simpler,” she says. “Today, women are juggling more than ever, and often the pressure comes from society and from our own perception of what we ‘should’ be doing.”
After having her son, Frith stepped into a new management role, an experience she describes as one of the biggest challenges of her career.
“I put huge expectation on myself to be 100% at work and 100% at home," Frith reveals. "The mum guilt was real. Even with nursery care and a supportive husband, I constantly felt torn. Looking back, none of that pressure came from Tui, it came entirely from me.”
Doing both well
Frith now hopes her journey reassures other women that parenthood and ambition can sit side by side.
“One of the most important things we can show our children is that it’s possible to build a family and build a career you genuinely love. I want my children – and all young people – to see that passion for your work and being a devoted parent don’t compete; they can lift each other.”
Frith says one of the most positive changes in recent years is the rise in support for women in the workplace.
"Don’t wait until you're overwhelmed to reach out", says Tui's head of retail, Kirsty Frith
“When I started, mentoring schemes and family networks didn’t exist. Now we have so much, but we have to use it. There is mentoring, peer groups, managers who genuinely care, and these things help lighten the pressure we put on ourselves.”
Her advice on how to juggle it all is clear: “Don’t wait until you're overwhelmed to reach out. Take support early and take it often. You’re absolutely allowed to make life easier for yourself.”
And while professional support has played a role, Frith says the people in her personal life have been just as important.
“I’ve always been lucky to have incredible women around me. My closest friends and family have been my cheerleaders, and they are the ones who remind me of what I can do on the days I doubt myself. My mum and sister have shaped so much of who I am.
"We lost my dad when I was young, and watching their strength, their resilience, and the way they juggled motherhood and careers gave me the blueprint for what’s possible. They’ve inspired me every step of the way.”
Backing yourself
There’s another lesson Kirsty wishes she’d learned earlier, which is that authenticity is a leadership strength. “Early in my career I thought I needed to present myself a certain way to be taken seriously.
"But empathy, honesty and intuition aren’t soft skills; they’re powerful leadership qualities. When you show up as yourself, you create a culture where others can do the same.”
She encourages women to embrace opportunities even if they don’t feel fully ready. “As women we often want to tick every box before stepping forward. But some of my biggest leaps happened because I said yes before I had all the answers. Back yourself, as you’re capable of more than you think.”
Frith concludes: “If I could speak to my 16 year old self, I’d say: be kinder to yourself. Lean on the support around you. Say yes even when you feel unsure. And never feel you need to change who you are to succeed.”
