This empirical study investigates how "gender is done" within Swedish wildlife management by identifying prevailing gender norms, and how gender norms can be challenged from a norm-critical perspective, in order to promote women's participation. The basis for the study is an ongoing evaluation of the Swedish Hunters' Association training initiative to increase women's participation in moose management groups. Three main norm categories are identified: performance; social interaction; and hunting as a lifestyle. Recommendations for continued gender equality work include active leadership in gender equality issues, a review of potentially excluding structures, promoting female mentors and networks, and the use of formal and transparent recruitment procedures. An understanding of norms affecting women's participation (or nonparticipation) in wildlife management is fundamental to design effective training, recruitment and nomination strategies in the future.