This article, celebrating 25 year of Gender, Work and Organization, reflects on some of the events that led to establishing the journal. It proceeds to consider the three central elements that have inspired the journal - gender, work and organization - and how they have become more problematic, perhaps much more problematic, over the lifetime of the journal. Indeed, paradoxically, these shift have occurred at the same time as GWO and the field of which it is part have become more established. Just as the field of gender and organizations has become more legitimate area of study, the concept of ‘gender’ has become more complex, more contested, less certain. This also applies to the notion of ‘organization’, perhaps less so to ‘work’. The latter part of the article considers what happens when one views the GWO itself in terms of gender-work-organization analysis, and how such questions may develop in the future.