History & Accomplishments

History & Accomplishments

The Origins and Leadership of Outdoor Industry Association

Outdoor Industry Association (OIA) is a trade association born out of the industry’s desire to be individually recognized as a business community of strength.  As this new “active outdoor lifestyle” tradeshow grew, it was more and more evident that this was a group without a trade association to represent it. The initial formation meetings for the association (then called Outdoor Recreation Coalition of America, or ORCA) occurred in the late 1980s, but the association was finally incorporated in 1989 and received its 501(c)(6) non-profit status in 1992.


The original founders (Adventure 16, Backwoods, Brookwood Companies, DuPont, Eastern Mountain Sports, Elephant’s Perch, JanSport, Patagonia, Rainier Mountaineering, Inc., Recreational Equipment Inc., Sierra Designs, Summit Sports, The North Face, and Wild Country) conceived of an organization that was inclusive and far more than just a manufacturers association. Thus, the word “coalition” was included in the original name to emphasize the importance of a complete spectrum of members in the industry, ranging from manufacturers and sales representatives to retailers and suppliers. This strategic decision represents the recognition that an inclusive membership was essential, and the original agendas of building participation in outdoor recreation and reducing liability were too large to be contained within the numerous smaller segments of the industry.


As with most budding associations, OIA operations were initially driven through volunteer efforts. The Outdoor Retailer tradeshow supplied the first significant source of consistent annual funding for the association. From this funding and the growing membership dues, the first staff and programs emerged.


Today, more than 30 years later, OIA continues to serve as the trusted convenor, resource, and voice of the outdoor industry. OIA unites and serves manufacturers, suppliers, sales representatives, and retailer members through its focus on trade and recreation policy, sustainable business innovation, and outdoor participation. The association provides its members with insights, advocacy, and opportunities for action that support the long-term success of outdoor businesses and ensure the outdoor experience for all.

1989 -1996

  • Incorporated and formed the association (originally as Outdoor Recreation Coalition of America) and received official non-profit, 501(c)(6) status
  • Formed a partnership with the Sporting Goods Manufacturers Association’s (SGMA) Washington Office and the SGMA Outdoor Products Council. SGMA provided significant funding for numerous projects, including all of ORCA’s publications and the new State of the Industry Report
  • Started the Climb Smart consumer risk awareness program with posters, public service announcements, stickers, and regional events
  • Entered into an exclusive endorsement agreement with Outdoor Retailer
  • Held the National Summit on Outdoor Recreation, the industry’s introduction to Washington, D.C.
  • Specialty Groups Form and association begins distribution of standards for climbing walls
  • Introduced the Climbing Gym Association (CGA)
  • Introduced the Climbing Wall Industry Group (CWIG) and CWIG
  • Helped form Leave No Trace, Inc., with a generous grant and in-kind support

1996 – 2001

  • Led the movement to oppose and defeat the proposed Backpack Tax
  • Completed the industry’s first Retail Distribution Study
  • Released the first edition of the Accepted Industry Practices handbook, a compilation of gym operating procedures
  • Helped form Americans for Our Heritage and Recreation, a coalition of conservation and recreation groups that support full funding of the Land and Water Conservation Fund (LWCF)
  • Released the first Climbing Gym Market Data Report
  • Held the strategic planning session that refocused ORCA as a trade association
  • Released the first annual Outdoor Recreation Participation Study
  • Formed the Tornado Emergency Relief Fund and raised over $100,000 to support victims and businesses struck by the tornado during Outdoor Retailer
  • Launched the support of the Land & Water Conservation Fund (LWCF), part of the Conservation & Reinvestment Act (CARA) bill
  • Frank Hugelmeyer appointed Executive Director (April 2000)
  • Formed the Outdoor Industry Foundation, a 501(c)(3) to house Pew grant and future youth outreach initiatives
  • Received a $1 million grant from the Pew Charitable Trust to help lead the fight to protect America’s roadless areas
  • The revamped WebNews receives the national 2000 ASAE Gold Circle Award for association marketing excellence

2001 – 2005

  • Changed name to Outdoor Industry Association (OIA) and completed repositioning of organization as a focused trade association
  • OIA chairs the national coalition of organizations focused on ensuring the permanent funding of LWCF through the Conservation and Recreation Act (CARA)
  • Launched the Friend of the Outdoor Industry Award for elected officials who demonstrate support for the industry
  • Realized the passage of CARA into law and the initial full funding of the $12 billion CARA legislation
  • Received initial seed grant from REI to begin an industry-wide youth outreach initiative within the Foundation
  • OIA’s State of the Industry Report received the 2001 ASAE Gold Circle Award for best annual report from an association
  • Launched the Roadless Postcard Campaign to help protect America’s last remaining roadless areas, and delivered over 10,000 comments to the administration
  • Challenged Utah Governor Mike Leavitt and his legal settlement with the Department of Interior that established how BLM lands were managed at a national level
  • Provided initial support to the Outdoor Industry Women’s Coalition (OIWC) with co-location, leadership assistance, and a generous foundational grant   
  • Provided launch and separation grants to CGA and CWIG in 2003
  • Hosted the 1st annual OIA Capitol Summit lobby event in Washington, D.C.
  • Launched the inaugural Outdoor Industry Breakfast attracting 500 attendees
  • Launched OIA education seminars at Outdoor Retailer on retail management, B2B, fair labor and marketing
  • Produced Exploring the Active Lifestyle and Participants with Potential benchmark consumer outreach research that identified how to get Americans active and which activities provided a gateway to the lifestyle (Harris Interactive and Yankelovich)
  • Launched and sponsored Get Fit with US Event with Secretary of Interior Gale Norton, Administration and Federal Agencies officials, and introduced the concept to the USFS, BLM and President’s Council on Physical Fitness

2005 – 2009

  • Launched the first-ever industry-wide international outdoor products trade initiatives, successfully defeated a petition to place safeguards on performance outerwear jackets and pants, and reduced performance footwear duties by 27.5 percent
  • In cooperation with a broad coalition of partners, successfully lobbied for the Recreation Trails Program in the 2005 Transportation Bill which increased funding from $250 million over the previous five years to $370 million for the next five, providing dollars for creating and improving trails in all 50 states
  • Released the first-ever Fair Labor Tool Kit and B2B standards for the industry
  • Hosted the first ever Eco Index Forum to develop green and sustainable outdoor product development and labeling standards
  • Launched the following successful youth outreach programs and tools to the industry:
    • Getting Women Active Toolkit for the Trade
    • Getting Youth Active Toolkit for the Trade
    • The Participation Study and Next Generation of Outdoor Participants
    • Hispanic Community and Outdoor Recreation
    • OIF website
    • Teens Outside, the Great American Backyard Campout and Outdoor Idols
  • Completed a 15-year multi-million-dollar strategic partnership sponsor agreement with Nielsen Expositions that doubled the annual investment in industry programs and expanded member input and benefits at the tradeshows
  • Launched the first-ever performance apparel trade bill designed to reduce import duties and invest in sustainable manufacturing techniques
  • In partnership with Secretary of Interior Dirk Kempthorne and the National Parks Conservation Association, successfully passed the $200 million Centennial Initiative designed to prepare the National Parks for the next 100 years
  • Launched expanded Outdoor University retail training seminars at Outdoor Retailer, regional sale rep trade shows and the Outdoor Industry Rendezvous
  • Expanded the Teens Outside programs to 28 locations, introducing over 3000 kids to new outdoor sports adventures
  • Briefed the Republican and Democratic presidential campaigns on outdoor industry policy interests regarding recreation appropriations and international trade
  • Formed the OIA Political Action Committee

2009 – 2013

  • Partnered with AAFA to introduce the Affordable Footwear Act to significantly reduce duties on technical outdoor footwear
  • Established the OIA Internet Counterfeit Task Force to support outdoor industry businesses in fighting the growing threat of online counterfeits and rogue websites
  • Formed the Sustainability & Fair Labor Advisory Council and the International Trade Advisory Council
    • Launched quarterly trade visits to Capitol Hill
    • Completed the development of the first global Eco Index for apparel, footwear, and equipment
    • Developed guidelines and metrics for water, waste, and energy
    • Launched the packaging guidelines
  • Positioned OIA as a major partner with the President’s Green Cabinet and America’s Great Outdoors Initiative, and partnered with Outdoor Alliance to host America’s Great Outdoors Homegrown Listening Sessions to focus on recreation and submitted a report to the Obama administration
  • Outdoor University launched, offering more than 30 webinars and training more than 1500 retail and manufacturer executives
  • Continued expansion of OIA Political Action Committee (OIAPAC) with a 92-percent success rate in the 2010 elections
  • Developed and launched VantagePoint, the official new point-of-sale research for the outdoor industry which provided the first near real-time, full-market view of all channels of distribution (sales data was available monthly and included tracking of nine channels and nearly 10,000 retail doors)
  • Launched Outdoor Nation to engage youth in outdoor recreation, kicked off Youth Summit with 500 youth delegates in New York City, and expanded the program the following year with a five-city tour
  • U.S. Secretary of the Interior Ken Salazar speaks to more than 750 industry leaders at the 2010 OIA-hosted Outdoor Retailer Summer Market Industry Breakfast
  • OIA joined Business for Innovative Climate and Energy Policy (BICEP) to show industry support for comprehensive climate change legislation
  • Eco-Index named one of the “Ten Most Hopeful Green Business Stories of 2010” by greenbiz.com; partnerships established with European Outdoor Group (EOG) and Sustainable Apparel Coalition to continue the development, participation, and adoption of the tool

2013 – 2017

  • Established a full-time D.C.-based office for Government Affairs
  • Celebrated the 10-year anniversary of the OIA Sustainability Working Group (SWG), an industry collaboration developed to ensure and continually improve the high standards of environmental and social responsibility that consumers have come to expect of the outdoor industry.
  • The Sustainability Working Group launched new tools for chemicals management, materials traceability and equipment indexing that companies can use to reduce brand exposure and measure and improve the sustainability of their products
  • The Outdoor Foundation exceeded $2 million in annual revenue for the first time and launched the Outsider’s Ball—an industry fundraising event that attracted more than 1,000 industry leaders to the inaugural gala
  • Launched the Made in America working group to facilitate discussion about how outdoor industry companies can manufacture or source more products and/or components domestically
  • Secured significant changes to the short supply list under consideration in the Trans-Pacific Partnership (TPP) negotiations to ensure outdoor products receive maximum benefits in the pending Pacific Rim trade agreement
  • Provided more than 100 educational sessions to more than 5,000 industry executives through OIA’s education platforms including online offerings, in-person conferences, and Outdoor Retailer seminars through the Outdoor University programs
  • Received a National Leadership Award from the Society of Outdoor Recreation Professionals (SORP) Award as recognition for OIA’s impact on outdoor recreation and the outdoor recreation profession
  • Frank Hugelmeyer resigned as president, and Steve Barker, founder and former CEO of Eagle Creek, appointed as interim executive director
  • Introduced OIA ConsumerVue, a digital online research tool that showcases findings from a first-of-its-kind, industry-level consumer segmentation study that looks into the world of outdoor through the eyes of the consumer
  • Appointed Amy Roberts as the new executive director of OIA
  • Selected 22 aspiring leaders as the first class of the Skip Yowell Future Leadership Academy
  • In celebration of the National Parks Centennial, OIA launched #Parks4Kids in partnership with the Outdoor Foundation to get every 4th grader to a park
  • Reached over 60 colleges and got over 25,000 young people outside through the Outdoor Foundation’s Outdoor Nation Campus Challenge
  • MOU with Sustainable Apparel Coalition(SAC) announced providing shared objectives and goals around HIGG Index adoption, an environmental and social impact tool that is free to all members
  • Over 50 outdoor companies from Brooks Sports to Yakima signed a public commitment statement declaring their intention to use the Higg Index as the primary means to measure and communicate supply chain performance.
  • The bipartisan Outdoor Recreation Jobs and Economic Impact (REC) Act was signed into law calling for the federal government to annually measure the outdoor recreation economy and the industry’s contribution to our nation’s GDP

2017 – present

  • Launched the Together We Are a Force campaign showcasing the collaborative spirit of the industry by featuring outdoor industry professionals who have come together, even if competitors, to do great things
  • Released The Outdoor Recreation Economy report, the largest and most comprehensive research of its kind, that reported the outdoor recreation economy generates $887 billion in consumer spending annually, sustains 7.6 million American jobs and generates $65.3 billion in federal tax revenue and $59.2 billion in state and local tax revenue each year
  • Launched the OIA Advocacy Center, giving members and constituents key information, access to their congressional elected officials, and actions they can take to influence change
  • Led the March for Public Lands that rallied over 3,000 outdoor industry professionals in front of the Utah State Capitol to show support for protecting public lands
  • Kicked off the Skip Yowell Future Leadership Academy, a six-month immersive experience for the next generation of outdoor industry leaders.
  • In collaboration with POW and Mountainfilm, hosted the inaugural Outdoor Industry Climate Leadership Summit to engage the outdoor industry voice in the crucial fight against climate change
  • Led executives from more than 350 outdoor businesses to jointly submit a letter to U.S. Secretary of the Interior Ryan Zinke asking him to protect national monuments and public lands that are critical infrastructure for outdoor businesses
  • Released first-ever congressional-level Outdoor Recreation Economy reports for all 435 congressional districts
  • Lise Aangeenbrug, veteran conservation champion, named the Outdoor Foundation’s new executive director
  • Released the State of Sustainability in the Outdoor Industry report surveying 120 individual small, midsize, and large companies in the outdoor industry to quantify the outdoor industry’s sustainability impact.
  • VF Foundation, Patagonia, and Thule kicked off a multimillion-dollar funding effort for the Outdoor Foundation to get more kids and families outside (less than a year later, REI and Wolverine Worldwide joined the founding donors to support the initiative)
  • Released first-ever OIA Congressional Scorecard as a part of the Vote the Outdoors program, highlighting congressional voting records on public lands, climate change, and trade issues
  • Created the 501(c)4 organization Vote the Outdoors to support the election of outdoorists to Congress and governorships across the country
  • Outdoor Foundation launched Thrive Outside Community Initiative, which awards multi-year, capacity-building grants to diverse communities to build and strengthen networks that provide children and families with repeat and reinforcing experiences in the outdoors. This community-led initiative is built with trusted local and national partners and is supported by three years of funding.
  • Held successful Sustainability Bootcamps across the country to help support small to medium-sized outdoor industry organizations to build and grow their sustainability strategies
  • Released the first comprehensive economic report showing that outdoor companies and consumers paid an extra $1.1 billion due to new punitive Trump administration tariffs on Chinese imported goods
  • Through state-level lobbying efforts and industry coalition building, supported the creation of offices or task forces of outdoor recreation in 15 states
  • OIA, REI, and Outdoor Recreation Roundtable joined together to support the creation of the Outdoor Recreation Learning Network to help governors and their staff explore strategies to leverage their unique natural, cultural and historical resources and help promote economic, social, and environmental benefits

The OIA Legacy

There are so many board members and other volunteers who have selflessly given their time over the years. OIA has their vision and leadership to thank for the growth and success of the association and industry. The following industry leaders have served as association chairpersons:


1989 to 1993

Board Chairs: Konnie Self, A16; and Denise Friend, REI (exact years unknown)


1993 to 1994

Board Chair: Dick Holcombe, Woolrich


1994 to 1996

Board Chair: Steve Pfeiffer, President, Mountain Equipment, Inc. (MEI)


1996 to 1999

Board Chair: Dunham Gooding, President, American Alpine Institute


1999 to 2001

Board Chair: Sally McCoy, President, Sierra Designs


2001 to 2003

Board Chair: Steve Barker, President, Eagle Creek


2003 to 2005

Board Chair: Lee Fromson, President, Cascade Designs


2005 to 2007

Board Chair: Kim Coupounas, CEO, GoLite


2007 to 2009

Board Chair: Mike Wallenfels, President, Mountain Hardwear


2009 to 2011

Board Chair: Dan Templin, CFO, VF Outdoors


2011 to 2013

Board Chair: Will Manzer, CEO, Eastern Mountain Sports


2013 to 2015

Board Chair: Jennifer Mull, CEO, Backwoods


2015 to 2017

Board Chair: Gordon Seabury, CEO, Toad&Co


2017 to 2019

Board Chair: Travis Campbell, GM Americas, The North Face


2019 to 2021

Board Chair: Nora Stowell, Fabric Sales and Marketing Divisional Leader, W.L. Gore & Associates


2021 to present

Board Chair: Phyllis Grove, Helen of Troy, SVP Marketing (Hydro Flask and OXO)


We’re always looking to improve and provide meaningful education for professionals in ther outdoor indsutry. Let us know how we’re doing.


Working Groups



Become a catalyst for meaningful change

Outdoor Industry Association has three advisory councils to lead and guide the work in Sustainability, Trade Policy and Recreation Policy. These advisory councils, made up of OIA members, influence our initiatives, educate fellow members, and help foster a thriving outdoor industry.


The Sustainability Advisory Council supports OIA sustainable business in its mission to empower every outdoor company to take bold steps to achieve positive impact. This is primarily demonstrated through their leadership and guidance of the OIA Climate Action Corps.

  • Alicia Chin, Smartwool
  • Ashley Seaward, People for Bikes
  • Carol Shu, The North Face
  • Gregory Gausewitz, REI
  • Guru Larson, Columbia Sportswear
  • John Stokes, New Balance
  • Kim Drenner, Patagonia
  • Kristen Bandurski, Red Wing Shoe Co.
  • Lisa Vanbladeren, Yeti
  • Marie Mawe, W.L. Gore
  • Mel Shank, Patagonia
  • Theresa Mckenney, NEMO Equipment

To learn more about the Sustainability Advisory Council, contact the OIA Sustainability Team.


The Recreation Advisory Council is an advisory board that provides guidance to OIA on various recreation-related policy issues, such as engagement on public land funding initiatives, protection and new designations of our public lands for recreation use and ensuring access to outdoor recreation for the next generation.

  • Theresa McKenney (Chair), NEMO Equipment
  • Steve McCann (Vice Chair), Toad&Co
  • Bryce Wernsman, Red Wing Shoes
  • Eric Smith, Vista Outdoor
  • Fred Ferguson, Vista Outdoor
  • George Cooper, Forbes Tate Partners
  • Hans Cole, Patagonia
  • J.J. Huggins, Patagonia
  • Jason Sulham, L.L.Bean
  • Jenny Kordick, Maine Outdoor Brands
  • Julie Sutton, VFC
  • Kenna Corley, Patagonia
  • Laura Schaffer, Orvis
  • Marc Berejka, REI
  • Mike Mahoney, L.L.Bean
  • Mike Wallenfels, Hydro Flask
  • Phil Shettig, Vertical Supply Group
  • Shannon Fender, VFC
  • Steve Hemkens, Orvis
  • Taldi Harrison, REI
  • Tom Bugert, REI
  • Tucker Kimball, Orvis

For more information, contact the Government Affairs team at ga@outdoorindustry.org.


The Trade Advisory Council reviews U.S. trade policy, relevant federal legislation and international trade negotiations, develops federal trade policy that may affect OIA membership, and recommends policy positions to the OIA government affairs team and OIA leadership.

  • Mike Devitto (Chair), L.L.Bean
  • Emily Vedaa (Vice Chair), Columbia Sportswear
  • Allie Sauers, Sorini, Samet, & Associates
  • Amanda Abbott, Simms Fishing Products
  • Amy Whitney, Burton
  • Andi Curtis, Sorini, Samet, & Associates
  • Andrew Samet, Sorini, Samet, & Associates
  • Ben Christensen, Simms Fishing
  • Brent Merriam, NEMO Equipment
  • Clint Todd, Nite Ize
  • Dallas Hobgood, Wolverine Worldwide
  • Drew Saunders, Salewa
  • Erika Hodge, BOCO Gear
  • Fred Ferguson, Vista Outdoor
  • Jason Sulham, L.L.Bean
  • Jeff Tooze, Columbia Sportswear
  • Josh Quigley, NEMO Equipment
  • Kandace Niemi, REI
  • Katie Tangman, Columbia Sportswear
  • Kevin Irish, VFC
  • Kristine Marvin, VFC
  • Lauren Hood, Keen
  • Lisa Leffler, Black Diamond
  • Mandy Kelman, LOWA Boots
  • Marc Berejka, REI
  • Mattie Amagai, Sorini, Samet, & Associates
  • Megan Costello, Sorini, Samet, & Associates
  • Mike Ratchford, W.L. Gore
  • Mike Rigney, Orvis
  • Monica Thornton, Helen of Troy
  • Patrick Fox, VFC
  • Quinn O’Rourke, LaCrosse Footwear
  • Raphy Goodstein, W. L. Gore
  • Ron Sorini, Sorini, Samet, & Associates
  • Ross Halbach, Snow Peak
  • Sara Bowersox, Keen
  • Taldi Harrison, REI
  • Tammy Reagan, Wolverine Worldwide
  • Tony Ferguson, Patagonia
  • Tony Roina, Big Agnes
  • Valeria Wright, Vista Action Sports
  • Will Dickerson, Patagonia
  • Zoe Mcgregor, Black Diamond

For more information, contact the Government Affairs team at ga@outdoorindustry.org.

Join our advisory councils, Become a member

Become an OIA member and join our passionate group of business leaders, climate experts, policy makers and outdoor enthusiasts committed to sustainable economic growth and climate positivity while protecting—and growing access to—the benefits of the outdoors for everyone.

Call 303.444.3353 to speak to a membership manager today.





Utah State University Business Certificates

The Sustainable Product Design and Supply Chain Certificate in the OIA Outdoor Industry Business Certificate program gives participants the opportunity to gain expertise in sustainable product design and supply chains through an outdoor industry lens.

The three courses that make up this certificate are designed and taught by faculty at Utah State University. You can start or enhance your sustainability journey by taking one or all of the following courses.



Hurry, this offer won’t last long.




Course Description

Historically speaking, our economy has been linear, meaning that raw materials are used to make a product, and after its use, any waste is thrown away. However, the resource-depleting nature of our linear economy has had major environmental impacts over the past century. Understanding that the resources on the planet are finite has prompted a shift toward a circular economy. In a circular economy, the materials used in the products we create are reintroduced into the supply chain to minimize the natural resources needed to create new products, thus diverting usable materials away from landfills.

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About Wistia

Course Learning Objectives

This course will look at the steps in the circular economy and address issues and
solutions in each step. Students who complete this course will be able to:

  • Understand the Circular Economy model vs. the Linear Economy model
  • Comprehend different methods to design out waste and pollution
  • Gain insight into processes and programs for keeping products and materials in
  • Understand the various steps of the circular model including: materials
    selection, product design, manufacturing, distribution, roles of the consumer,
    repair/reuse, recycling/landfill, and regenerating natural systems
  • Cultivate the ability to evaluate products, supply chain and business based on
    their environmental and social impacts

Course Schedule

This course consists of six modules and one final exam:

  • Introduction
  • Materials, Design, and Manufacturing
  • Retail and the User
  • Reuse and Repair Programs
  • Recycling Materials, and Landfills
  • Innovation
  • Final Exam



Course Description

This class will integrate managerial and socio-ecological aspects in order to understand the relationship between sustainability and marketing in the twenty-first century. Key concepts of marketing and marketing mix decisions will be reviewed to provide students with the skills and capability to develop marketing strategies and comprehensive communication campaigns for sustainable products and services.


Course Learning Objectives

  • Increase your factual knowledge and experience with key principles of sustainability marketing and corporate social responsibility (terminology, classifications)
  • Discuss the fundamental principles and generalizations of sustainability marketing theories in its broader social and economic context
  • Identify consumer behavior and responses to the sustainability agenda
  • Reflect on sustainable forms of consumption and evaluate why consumers do and do not engage in sustainable behaviors
  • Understand the components of a successful marketing strategy for sustainable products.





Course Description

Outdoor companies face increasing internal and external pressure to pursue sustainable innovations in supply chain management (SCM). The global nature of production and distribution means that supply chain management is vital not only for a firm’s profitability, but also for the firm’s relationships to a broad range of stakeholders, including workers, communities and consumers around the world. Outdoor product consumers specifically demand a level of corporate citizenship and sustainability beyond the average requirements. This course in supply chain sustainability examines the supply chain from the stakeholder perspective. Topics include an overview of the supply chain, strategic sourcing and procurement, sustainable logistics and warehousing, supplier relationships and management and the importance of the supply chain to the product life-cycle. Students will complete the course with an understanding of the importance of addressing sustainability within supply chain management, as well as practical knowledge in leveraging supply chain benefits for both profit and increased corporate citizenship.



Since its founding in 1888, Utah State University has evolved from a small-town college tucked away in the Northern Utah mountains to a thriving research university respected around the world. It is home to the Outdoor Product Design & Development (OPDD) bachelor’s degree, in which students learn to bring innovative, sustainable, and impactful products to market in the dynamic sports, outdoor, and active industries.

Get In Touch



We’re always looking to improve and provide meaningful education for professionals in the outdoor industry. Let us know how we’re doing.





Outdoor Industry Business Certificates

Outdoor Industry Business Certificates

The Outdoor Industry Business Certificate (OIBC) is a first of its kind program that brings together OIA’s deep industry knowledge with universities’ world-class faculty to provide online, self-paced, non-credit certificates that address critical outdoor industry topics.


The OIBC program is a suite of certificates offered through our accredited university partners. By pursuing a certificate, you will take three specified courses that allow you to build fluency in an outdoor industry-focused topic. The topics were chosen and the courses developed with industry input to ensure that the knowledge you receive in the online classroom is readily applicable in the outdoor business world. Start building the skills and knowledge you need to pursue a career in an industry you’re passionate about. Enroll in a certificate program or standalone course today.


Sustainable Product Design and Supply Chain Certificate

Learn from faculty of USU’s cutting-edge Outdoor Product Design & Development Program about sustainable product design, the circular economy, sustainability assessment tools and metrics, sustainable supply chains and more.


Learn More + Register


  • Three non-credit courses per certificate, each led by experienced university faculty
  • All self-paced, online coursework – participate anytime from anywhere
  • Monthly enrollment – register for classes and start when it’s convenient for you
  • Flexible completion timelines for working professionals – you have up to six months to complete each course
  • No enrollment limits


“As an outdoor industry professional looking to grow in my career, this program struck the perfect balance of everything I was looking for. It allowed me the time and financial flexibility I needed while providing me with a valuable curriculum that not only touched on everything from marketing, personal and leadership development, and crucial DEI points, but also dove deep into these matters while connecting everything back to the outdoor industry. “I have never had educators or coursework so seamlessly in-tune with the outdoor industry specifically, and this was everything to me. What I especially loved was how introspective some of the course material was, forcing me to look inside myself as an industry professional, a marketer, a leader, and an individual, and evaluate what I found there. I knew I would learn, but never imagined how much I would grow from these courses as an individual. There are teachings and lessons which I will take with me for many years to come as I grow as a professional.”

Katherine Lasak

Frequently Asked Questions

There are no formal prerequisites for these courses. Students do not need to have a college degree. However, students should have at least some college or technical training or have a few years of professional experience. All students need is curiosity, willingness to learn, and a passion for the outdoor industry and the topics that are critical to the industry’s success and longevity.

You will register and pay for classes through the universities’ websites. You will see orange “Register Now” buttons throughout this site that will link you out to the respective university’s enrollment pages.

Utah State University: For Utah State University’s courses, there are no registration deadlines. You can enroll at any time and start the course as soon as your enrollment is processed. 

Western Colorado University: For Western Colorado University’s courses, registration is rolling and courses start the first day of each month. For example, if you register for a course on August 15, your course will be available to you starting September 1.

Each course has approximately 15 hours of content. To complete a certificate you will take three courses, which equals approximately 45 hours of content. All courses are self-paced, so you can go at whatever speed works for you. You have 180 days (6 months) to complete a single course.

Yes! You are welcome to take standalone courses if you don’t want or are not yet ready to pursue a full certificate.

No, we do not offer a cross-university/interdisciplinary certificate option at this time. You will only receive a certificate if you complete the three courses specified by a single university.

Yes! You are welcome to complete multiple certificates and will receive an individual certificate for each one that you complete.

No, you can take the courses in any order you want.

Tuition discounts are available for OIA members, on company bulk course purchases, and for Skip Yowell Future Leadership Academy (FLA) dues-paying alumni. Please contact education@outdoorindustry.org with inquiries.


Get In Touch



We’re always looking to improve and provide meaningful education for professionals in the outdoor industry. Let us know how we’re doing.





Greetings from the White House — Letter from OIA Executive Director Lise Aangeenbrug

Outdoor Industry Association Executive Director Lise Aangeenbrug and Outdoor Recreation Roundtable Executive Director Jessica Turner

On Monday, I joined President Joe Biden and a group of bipartisan lawmakers and business leaders at the signing of the Infrastructure Investment and Jobs Act. I’m proud to say that OIA has been a key player every step along the way, ensuring that meaningful climate provisions and other projects important to our industry were included in this new law. We should be encouraged by its many provisions to mitigate the impacts of climate change, including wildfires, droughts and floods; to expand access to and improve our nation’s parks and trails; and to enhance our nature-based infrastructure.

Just as importantly, this bill will provide long overdue improvements to America’s core infrastructure – roads, bridges, ports and airports – which will help our $689 billion industry and 4.3 million employees deliver our products to consumers and connect people with parks and green spaces.

But our work is not done yet. As Congress continues to work on budget reconciliation, OIA is committed to working with lawmakers and the Biden administration to ensure that additional climate priorities – like funding for the Civilian Climate Corps, climate resiliency projects, outdoor restoration projects and the Department of Interior – are properly supported in the Build Back Better Act.

OIA’s advocacy and policy work would not be possible without the support of our members. Thank you for your continued engagement, and please do not hesitate to reach out about our policy priorities

Together We Are a Force,

Lise Aangeenbrug
OIA Executive Director

Webinar: Use of Online Images: Copyright Basics and Best Practices


When: Thursday, September 16, 1:00 PM (MT) Presented by: Lewis Roca, law firm Join us for a discussion on common pitfalls for the use, ownership and licensing of copyrightable works. The focus of this webinar will be on the use of online images, the associated legal risks and the best ways to manage that risk.

Webinar: Budget Reconciliation, Climate and You


When: Wednesday, September 15, 2021 10:00 AM – 11:00 AM MDT Speakers: Rich Harper, Director of Government Affairs, Outdoor Industry Association Amy Horton, Senior Director of Sustainable Business Innovation, Outdoor Industry Association As Outdoor Climate Policy Priorities Take Center Stage, Your Business Voice Matters We know the outdoor industry is poised to become the first climate positive industry by 2030, but we also know that equally ambitious policy changes are required to reverse the worst impacts of climate change and protect our precious natural resources. The outdoor business community has a unique opportunity – and an obligation to our employees and consumers – to make our voices heard. Join this special member-only webinar to learn more about this once-in-a-generation opportunity to pass significant climate legislation with far-reaching impacts for the health of our planet, people, and our industry. New scientific data confirms virtually no part of the planet will be spared from the negative impacts of climate change, and this all comes at time in our history when more Americans are getting outside than ever before. Major legislation currently being considered by Congress promises historic efforts to tackle climate change, including a host of priorities that matter to outdoor businesses and the industry at large. The legislation – one of the cornerstones of President Biden’s domestic agenda – is being pursued through a complex legislative tool known as “budget reconciliation.” It has the potential to accelerate the nation’s transition to renewable energy, create new jobs in restoration and climate resilience through a Civilian Climate Corps, support electric vehicle production, and make unprecedented investments in environmental justice. NOTE: This webinar is for Outdoor Industry Association members only. To become a member, contact us. REGISTER NOW

Winners Announced: 2021 Path to Positive (P2P) Climate Leadership Awards

We’re thrilled to announce the winners of the 2021 Path to Positive (P2P) Climate Leadership Awards, which recognize Climate Action Corps members who stand out in the categories of transparency, partnership, community and impact. These companies demonstrated unique and influential climate leadership that ultimately increased our collective impact in 2020, and we applaud their standout commitment to the Corps and leadership within our industry.


The Transparency Award recognizes the member organization that has creatively and authentically pushed the boundaries of honest storytelling about their climate journey to inspire action by consumers, employees, peers or/and other key stakeholders.

As a family-and employee-owned company, Klean Kanteen has long prioritized environmental stewardship and robust sustainability assessments–in particular, through rigorous third-party standards and organizations like Climate Neutral, B-Corporation, and 1% For the Planet to ensure credibility to the market and confidence to its customers. Yet beyond looking to labels and certifications, Klean Kanteen leans in further to better understand its impact and opportunities by measuring impact across its entire business, manufacturing processes and product, most notably by using lifecycle Assessment (LCA) tools and its own primary data from facilities for detailed greenhouse gas emissions (GHG) measurement–a challenging effort that’s further rewarded by their ability to leverage this insight to make informed decisions that mitigate impact.


“We are honored and humbled to be the recipient of this year’s P2P Climate Leadership Award in the category of Transparency. We are grateful for the work of the OIA Climate Action Corps and the resources it provides for companies to take bold, meaningful action. We know avoiding the worst impacts of climate change will require companies big and small to be all in, and hope by sharing our own experiences, other brands will be encouraged to take risks, accelerate their own climate journeys, and engage in authentic and honest storytelling.” – Danielle Cresswell, Senior Sustainability Manager, Klean Kanteen

By relying on credible standards and the best available data in its storytelling efforts, while building an accessible narrative that addresses their findings, learnings and opportunities to improve (see for yourself on their website and Annual Brand Impact Report), Klean Kanteen paves the way in honest storytelling. Further, they consistently inspire their fellow Climate Action Corps member companies by sharing this insight honestly and openly through the Corps’ online community platform, virtual trainings and written case studies. It’s this combination of contributions that truly push the bounds of the type of transparency that’s critical to drive real, measurable climate action the world needs, and we applaud Klean Kanteen for their leadership.


The Partnership Award recognizes the member organization with a shining example of enduring value chain partnership, particularly supplier-brand, that is innovative and replicable.

Collaborative efforts across the supply chain that can both reduce emissions and be scaled effectively are paramount for meeting our ambitious and collective climate goals. It’s here where a unique, decade-long partnership sits amongst brand NEMO Equipment and supplier partner DAC, who together have steadily built an authentic relationship in their years of innovating on tent pole construction.

Leveraging this foundation, NEMO discovered an opportunity to further innovate in its shipping and packaging systems by working together to eliminate the polybag for their tent pole sets, which had been historically used alongside a conventional polyester fabric bag. In no time, the two designed and sourced a single fabric bag solution made of Repreve® recycled, undyed and uncoated fabric and recycled thread, using less energy and water to produce. Additionally, no webbing, cord, or plastic hardware was used in the design, minimizing material impacts and creating a straightforward solution.


“NEMO is honored to accept this Climate Leadership Award alongside DAC. We believe that collaboration accelerates progress, and we look forward to doing more work with the Climate Action Corps.” – Theresa Conn, Global Distribution & Sustainability Manager, NEMO Equipment

While this project will save 100,000 polybags within the first two years for NEMO, it’s the potential ripple effect amongst DAC’s other brand partners that holds promise for an even greater impact to come. We congratulate NEMO and DAC on their ability to leverage their long-term partnership not only for their own gain but, more importantly, unlock solutions for the industry at large. For more information, see the Plastic Impact Alliance’s member spotlight on NEMO’s program.


The Community Award recognizes the individual person that has frequently engaged and contributed to the Climate Action Corps community to bolster collective knowledge to its fullest potential.

Leaders, companies, and industries all go further when they work together – and nevertheless, are often driven by individuals working within who wield their influence and truly bring others along. As a co-chair for the PeopleForBikes (PFB) Sustainability Working Group and co-lead for their Social Environmental Supply Chain Track, Troy Jones exemplifies an individual walking the walk on community building and recognizes relationships as a critical lever for change.

With a vast knowledge base and experience of issues in the bike supply chain, Troy is continually willing and humble to help in service of the big vision of the bike industry moving forward and together on climate action. Whether it’s through time spent on bi-monthly working group calls and climate presentations, or informal one-on-one calls and messages to connect personally, it’s his inclusive and light-hearted approach in helping his peers, and even competitors, that collectively helps demystify climate action and inspires others to join in.

In an industry ripe with competition, Troy’s commitment to personally model pre-competitive collaboration is exceptional and shows the courage needed by all leaders looking to accelerate climate action within their own industry and beyond.


“The bicycle has the power to positively impact the health of people and the planet. At Specialized, we’ve learned that creating connections across our industry will not only help encourage more trips on two wheels, but promote greater responsibility in the lifecycle of products we all bring to riders. It’s been an honor to help lead the initiatives that enable the cycling community to make progress on these critical issues.” – Troy Jones, Social and Environmental Responsibility Manager, Specialized




The Impact Award recognizes the member organization that has taken notable actions to drive big impact, particularly GHG emissions reduction, in line with the Climate Action Corps Guiding Principles of Make Better, Transport Smarter, Run Cleaner and Grow Creatively.

The systemic transformation that’s required to meet the global targets outlined by the scientific community necessitates companies taking a broad look at their footprint – taking responsibility for impacts beyond their own business and factories to reach their global supply chain, customers and legislators. With a strong footing in reductions and advocacy, Burton stands out as a front-runner in playing a positive role to driving broader impact.

Early on, Burton focused in on its carbon footprint and set goals for its scope 1 and 2 emissions that encompassed Burton’s three largest office facilities globally: Burlington, Vermont, United States; Innsbruck, Austria; Tokyo, Japan. While they reportedly missed this goal by eight percentage points, they still reported a strong reduction of 12% on these emissions in 2020 compared with a 2012 baseline.

As for scope 3, they set their sights on an average per unit carbon reduction target of 20% in the Winter 2022 product season as compared with Winter 2017, for all hardgood product categories and remarkably, met (and exceeded) their ambitious goal in one product category: snowboards. By making key changes like switching to a bio-based resin, eliminating the lacquer on the board, and installing solar on factory rooftops overseas (an onerous challenge), they achieved the 21% reported reduction per unit of snowboards in the Winter 2022 product season compared with a Winter 2017 baseline.

While they didn’t meet all of their reduction goals and even increased in some product categories due to design changes needed for increased functionality, their successful example illustrates the important work to Make Better and Run Cleaner to reduce the largest and toughest source of emissions in the supply chain. We congratulate Burton on this incredible achievement and their ambition to continually improve, season after season.

Path to Positive (P2P) Climate Leadership Awards Judges
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Bee Hui Yeh​

Founder & Principal, The Power of We

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Erin Callahan​

Director of Corporate Engagement, RMI

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Eliot Metzger​

Director of Sustainable Business & Innovation, WRI

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Andrew Winston

Sustainability Expert and Author



Need more info? Download the Climate Action Corps Field Guide.

Ready to hit the trail towards climate positive?Join us today.

OIA Elects Three Returning and Two First-Term Board Members

We would like to thank all the member companies who participated in the 2021 election. We are happy to announce and introduce the three returning directors as well as the two new incoming directors, who will officially begin their three-year terms at the upcoming board meeting in July:

  • JONATHAN CEDAR, BioLite CEO and Co-Founder
  • PHYLLIS GROVE, Hydro Flask VP Marketing & eCommerce
  • SARAH MATT, Toad&Co VP Brand, Marketing & Sales
  • BRUCE OLD, Patagonia VP of Global Wholesale
  • JANICE TENNANT, Merrell Chief Marketing Officer


We appreciate the continued service of the existing directors and look forward to bringing on two new directors representing the outdoor industry. It’s more important than ever that OIA represent the breadth of brands, retailers and consumers who love the outdoors.

The OIA board of directors provides guidance for the organization’s overall strategic direction, establishes policies and positions, monitors the association’s financial health, programs and overall performance and prepares the industry and association for the future, ensuring OIA’s success as an organization and for its members. The five directors in the class of 2021 bring the experience, perspectives and skill to help guide our industry out of the pandemic and into a future with thriving outdoor businesses, thriving outdoor communities and a thriving planet.


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Jonathan Cedar
BioLite CEO and Co-Founder

What relevant business or industry experience would you bring to the OIA Board to help achieve and promote OIA’s work?
Over my first term as an OIA Board Director, I have focused my efforts on strengthening our sustainability pillar and reinforcing financial resilience in the face of COVID and a changing marketplace. If elected to a second term, I would continue to support OIA’s focus on climate action as well as advocate for evolving our service offerings to maximize member value.

The outdoor industry has a proud history of leading with our values and being rewarded by our customers for doing so. As a board member, I would leverage my experience founding two mission-driven organizations, BioLite and Climate Neutral, to coach the continued development and refinement of our Climate Action Corps with a focus on enabling our member companies to achieve quantifiable carbon reductions that are both believable and motivating for our collective consumers.

The pandemic has accelerated changes in how consumers interact with brands and retailers, and OIA needs to evolve our service offerings in ways that support the new landscapes our members are navigating. Some areas I believe OIA can help member brands navigate include evolving strategies for go-to-market, collecting market intelligence, developing and retaining talent and building a more inclusive industry for both our teams and customers.


Jonathan Cedar is CEO and co-founder of BioLite, a social enterprise on a mission to empower people and protect the planet through access to renewable energy. To date, BioLite has reached over 2 million people living in energy poverty with our clean cooking, charging and lighting products. Our unique business model, called Parallel Innovation, invests deeply in renewable energy technologies and then commercializes those products in both outdoor recreation and emerging markets. The income from our recreation market sales generates the investment capital needed to reach scale in our emerging markets, putting the company on a path to lift 20 million people out of energy poverty by 2025.

Jonathan is also the co-founder and a board director at Climate Neutral Certified, a nonprofit that seeks to accelerate the transition to a net-zero economy by enabling consumers to make climate-responsible purchasing decisions. To date, Climate Neutral had certified over 300 brands, representing over $4 billion in annual consumer spending and avoiding more than 1M tCO2e in 2020.

Before starting BioLite, Jonathan was a senior design engineer at Smart Design, a New York-based product development consultancy, where he led teams that created consumer durable products ranging from housewares to biomedical devices. Before working as a product designer and entrepreneur, Jonathan began his career in the outdoor industry-leading youth backpacking expeditions, working as a ski patroller, ski instructor and environmental educator on an ocean-going research school ship. Jonathan holds a BA in engineering and environmental science from Dartmouth College.


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Phyllis Grove

Hydro Flask VP Marketing & eCommerce

What relevant business or industry experience would you bring to the OIA Board to help achieve and promote OIA’s work?
Over my first term as an OIA Board director, I have enjoyed working with the OIA staff and board to deepen and expand engagement with our members and support our work to progress Thriving Business, Thriving People and a Thriving Planet. My 20+ years in marketing leadership positions, including leadership roles at outdoor brands Hydro Flask, KEEN and Mountain Hardwear, have helped inform my contributions to OIA’s strategic plan evolution and the organization’s strengthened focus on our members. I believe my customer orientation combined with my marketing and strategic leadership experience will be an important match for the OIA Board as we continue to focus on adding member value and finalizing the strategic plan for our next five years and beyond.

For the last two years, I have chaired the OIA Board’s Nominating & Governance Committee. My experience leading and developing teams has helped the committee work to continually improve the board’s capabilities and diversify its composition. As a lifelong hiker, I find inspiration and rejuvenation in the outdoors and am passionate about making a national impact: encouraging more people to recreate outside, protecting the outdoors and supporting the outdoor industry.

Phyllis Grove is a seasoned executive with marketing, e-commerce and general management experience and has been the VP of Marketing & eCommerce at Hydro Flask for the last five years. She decided to align her work with her love for the outdoors during the second phase of her career. She first joined Mountain Hardwear as the global head of marketing and later was the VP of Marketing for KEEN. She loves working in an industry and for brands committed to helping people lead happier, healthier lives by spending time outdoors.

Phyllis has demonstrated success understanding the customer, building brands, growing businesses and developing high-performing teams. Prior to joining the outdoor industry, Phyllis worked in a variety of industries, including consumer packaged goods, food, consumer electronics and natural products. Phyllis built her strategic marketing foundation at Procter & Gamble and Dreyer’s Grand Ice Cream. Her other functional roles include leading product management and heading a business team at Kensington Technology Group. She received a Bachelor of Science in business administration, with a concentration in marketing and international management, and a minor in French from Georgetown University.


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Sarah Matt
Toad&Co VP Brand, Marketing & Sales

What relevant business or industry experience would you bring to the OIA Board to help achieve and promote OIA’s work?
After 15 years at leading New York City B2B and B2C marketing agencies, in 2013 Sarah turned to independent consulting and relocated to Santa Barbara, California. Sarah wanted to apply her experience in positioning and marketing Fortune 500 companies to ones similar to the company she had grown up in–an entrepreneurial, fourth-generation family beer business. While enjoying a diverse and engaging client roster, Sarah was hired by Horny Toad to rebrand and subsequently relaunch the company as Toad&Co. Sarah officially joined the Toad&Co team in 2015 to lead the marketing momentum behind its re-launch. Since joining, Sarah has overseen e-commerce and wholesale sales and today sits on the executive leadership team as VP of brand, marketing and sales. Sarah’s passion is people–from consumer understanding and brand connection, to volunteering with the community foodbank and Women’s Economic Ventures Group, to her strong commitment to friendships and family. Sarah’s strong belief that our outlook drives our outcome, combined with a solution-oriented, hard-working disposition and personable approach is what she attributes her success to.

I believe Outdoor Industry Association (OIA) has an opportunity to drive greater awareness of its principal beliefs and purpose among its members, as well as a broader consumer audience. The result of such efforts would be (i) a deeper engagement in existing member organizations, (ii) expanded membership within and outside the industry and (iii) potential restructured revenue opportunities. I would leverage my career in consumer insight, brand positioning and marketing to understand key connection points to help shape the OIA message and communications strategy. As an industry, we have benefited from the global COVID-19 pandemic and the shift to everyone being outside. Now is the time to intersect and build on that momentum to drive inclusivity, accessibility and our next generation of ambassadors to continue to scale environmental awareness and a sustainable lifestyle. OIA has a tremendous opportunity to be at the forefront of this movement, and I welcome the opportunity to contribute to it.


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Bruce Old
Patagonia VP of Global Wholesale

What relevant business or industry experience would you bring to the OIA Board to help achieve and promote OIA’s work?

I have just completed my first term as an OIA Board member, where I continue to serve on the Sustainable Business Innovation (SBI) Committee. Within my first term and alongside other committee members and OIA staff, I participated in the development and go-forward plan for our industry’s position on climate via the Climate Action Corps. This key initiative for OIA, with over 100 member companies participating, puts our industry and members in a leadership position relative to measuring, planning and reducing our emissions. I also led and participated in task forces focused on the following areas: programs to grow member value, funding for deeper or additional programming from OIA and oversight on the health of the Association in and out of this pandemic time.

My recent work at Patagonia has encompassed areas like the establishment of our Justice and Antiracism Strategy, navigating pandemic impacts and developing the next generation of industry leaders. If elected to a second term, I will use my experience and expertise to help with the following key areas for our members:

Participation – We need to expand our outdoor experiences for everyone. Inclusivity and encouraging the enjoyment of the outdoors or outdoor sports at all levels will have a positive effect on all our businesses.

Diversity and Inclusion – Many of us are learning the upsides that come with creating outcomes based on belonging and equity. This work and our industry embracing these changes will be imperative for our customers, businesses and members.

Climate and Wilderness protection – With more participants enjoying the outdoors, we get more help and support protecting it. It’s also critical for the industry to have a point of view here, which we are doing at OIA through the Climate Action Corps.

The Pandemic – While some retailers and brands in our industry have weathered the pandemic well financially, there are many challenges ahead as we confront the next chapters. OIA needs to play a large part in helping our members navigate what’s next.

Bruce Old works at Patagonia where he oversees the Wholesale Sales, Operations, and Service teams. His first job at Patagonia was in the Retail stores where he started as a shipping coordinator, and he has held about 15 or so different roles across the organization since those early days. Bruce’s roles have always been focused on the customer experience – spanning our Patagonia dealers, our retail stores and our digital channels. He and his family live, work and enjoy our public lands while based in Reno, Nevada.

Founded by Yvon Chouinard in 1973, Patagonia is an outdoor apparel company based in Ventura, California. A certified B Corporation, Patagonia’s mission is to save our home planet. The company is recognized internationally for its commitment to authentic product quality and environmental activism, donating 1% of sales annually, contributing over $100 million in grants and in-kind donations since 1985.


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Janice Tennant
Merrell Chief Marketing Officer

What relevant business or industry experience would you bring to the OIA Board to help achieve and promote OIA’s work?

I am honored to have the opportunity to be considered for this OIA Board position. It has been a lifelong passion of mine to increase participation of diverse populations in the outdoors by combining my degree in physical and health education from Queen’s University in Kingston, Canada, with my over 15 years of brand marketing experience across such well-recognized brands as Tropicana, Quaker Oats, Huggies and Merrell.

If elected as a new OIA Board member, I would bring to the board a consumer-driven strategic marketing perspective to help the organization assess and research the changing landscape, identify key strategic pillars of growth and develop action plans to help drive both growth and greater awareness of OIA. With a proven track record of doing this successfully for consumer brands and nonprofit organizations, I know I can help OIA navigate today’s complex issues of diversity, equity and inclusion; climate change; and funding alternatives. However, since many of you are not familiar with me, I leave you with these words:

“Working with Janice, the team feels inspired to push ourselves to the limit of creativity and solutions that solve true business issues.”  — Shelbie Stewart, former SVP, Executive Group Director, Geometry Global

Janice Tennant is chief marketing officer at Merrell who believes that everyone should have the right to experience the joys of the outdoors. For over 15 years, she has tapped her passion for consumers to grow globally recognized brands at PepsiCo, Kimberly-Clark and Wolverine Worldwide. With a commitment to building a marketing culture of curiosity and innovation, she continues to find new ways to empower the next generation of marketers through the labyrinth of the digital world by creating brands with purpose that drive more meaningful consumer connections.

Janice holds an MBA from the University of North Carolina, Chapel-Hill, and a B.A. and B.P.H.E. from Queen’s University in Canada. On weekends, you will find her hiking across Michigan with her two boys with the goal of passing on the joy of the outdoors.