Decentralizing Leadership in Community Building: 3 Lessons from leading the Hermanas Ambassador Program

—from Allie Hoglund

Three months ago, we launched the Hermanas Ambassador Program with a simple intention: to create space for women who deeply resonate with our movement — and invite them to co-create what Hermanas could look and feel like in their own cities.

We didn’t set strict guidelines or fixed formats. We didn’t try to control what community “should” look like.

We trusted them. Their vision. Their leadership. Their way.

I’ve had the privilege of meeting every woman who’s joined so far, and it’s been the most rewarding and energizing experience. Their passion, generosity, and collaborative spirit are a constant reminder of why Hermanas exists in the first place.

Here are three things I’ve learned from walking alongside these 50 women:

1. Community doesn’t need to look one way to be powerful.

There’s no centralized formula — and that’s exactly what makes it work.

Every city, every gathering has its own rhythm. Each woman leads in her own voice, in tune with her context and community. And the result is something more dynamic, more inclusive, and more real than anything we could have designed from the center.

From Berlin to Bogotá, ambassadors have shaped Hermanas in ways that reflect their culture, energy, people, and talents. In that diversity, the deeper essence of Hermanas comes alive.

And yet, even across cultures, languages, and landscapes — there’s a shared pulse. A feeling. A knowing. A desire to belong, to build, and to support one another with care.

2. When women are given space, they lead with generosity.

None of this has been about ego or recognition.

Every ambassador has offered her time, energy, and creativity out of a genuine desire to build something meaningful.

And when women are trusted, they lead with heart, intention, and care.

Trust has been our framework — create space, extend the invitation, and let something meaningful grow.

3. This is just the beginning.

We’ve only scratched the surface of what’s possible.

As women connect across cities, deeper collaborations and creative initiatives are already starting to spark.

There are still so many places waiting for this kind of community — and so many women ready to lead in their own way.

That’s why we’re expanding the program: to welcome more voices, more visions, and more local expressions of something deeply shared.

To those who feel the spark and want to join the program: we’d love to hear from you (🔗).

To our first 50 ambassadors: thank you. You are the soul of this movement.

Let’s keep building — together.

With love,

Allie

Head of the Ambassador Program at Hermanas