Can companies in the outdoor industry afford to lean into climate action in the midst and immediate aftermath of a pandemic? For the next hour, you’ll get to listen in as they chat candidly about their respective companies’ approaches to climate and sustainability work. Throughout their conversation, you’ll hear four recurrent themes: risk, resiliency, equity and recovery.
Continue readingGREAT AMERICAN OUTDOORS ACT PASSES SENATE 73-25. ON TO THE HOUSE.
Today, we’re reaching out with good news. The Great American Outdoors Act, the legislation to provide full and permanent funding for the Land and Water Conservation Fund and provide funding to begin tackling the deferred maintenance backlog on federal public lands, PASSED 73-25 with overwhelming bipartisan support.
As we take steps toward economic recovery from COVID-19, federal investment in our public lands and waterways is critical to boost local economies, create thousands of jobs and protect and improve our national parks.
As our advocacy efforts transition to the House of Representatives, OIA would like to thank the senators who sponsored, co-sponsored and championed the Great American Outdoors Act, and we also encourage you to thank your senators for their support.
While this vote was an important hurdle to overcome, it does not have the president’s signature yet, so stay tuned. We will reach out again soon with an ask for your engagement with your House delegation.
Thank you for your support, outreach and efforts so far. That GAOA passed the Senate with the majority is a testament to the bipartisan nature of our work and a demonstration of the impact of our industry’s collective voice.
Since he was a kid growing up in Albuquerque, New Mexico, the outdoors have been a passion for Ray Rivera. Through a government career involving a stint at the Department of the Interior and the White House Council on Environmental Quality under the Obama Administration, Rivera has long tied together his two passions: public policy and expanding access to and diversity within outdoor recreation.
Now, on the board for the Outdoor Foundation, Rivera is working on the Thrive Outside Community Initiative, which provides multi-year capacity building grants to diverse communities in order to create or strengthen partnerships between existing local organizations such as schools, Boys and Girls Clubs, YMCAs and nonprofit conservation and outdoor organizations that create repeat and reinforcing positive outdoor experiences for kids and families. We asked for his thoughts on the program’s goals, the importance of diversifying the next generations of outdoorists, and what drives his passion for the project.
What is Thrive Outside trying to achieve?
Thrive Outside is about collective impact. If we’re going to solve the problem of diversifying outdoor recreation, including socioeconomic and age diversity, it’s going to have to come from these communities and these organizations that already have members who are more diverse in many different ways.
Instead of creating new programs—unless that’s what a community wants—we’re focusing on connecting groups that have already been doing the work, so we can multiply their impact. There may be, for example, a kayaking group five miles downstream from a group doing science exploration on the banks of the river, and before they weren’t talking to each other. But now, they’re collaborating and leveraging each other’s expertise, getting each other’s participants to cross-pollinate and get into different aspects of the outdoor world.
What’s your dream for the impact Thrive Outside can have?
We’re working with all these communities and then kind of pulling the quantitative and qualitative resources to keep finding what’s working, what’s not, what the best practices are, and what’s making a difference.
We want to help kids have frequent, repeat experiences—not just experience the outdoors one time. Sometimes people get to go to the Tetons for a week and it changes their life, but in terms of creating lifelong conservatists and outdoor enthusiasts, that usually comes from repeatable and varied experiences.
What was your outdoor experience like growing up?
I grew up in Albuquerque, New Mexico, where we were very fortunate to have public lands all around us. I also grew up fairly low-income. My dad’s side of the family is from New Mexico, and he met my mom when he was stationed in South Korea when he was in the Army. Growing up, we would go camping here or there, but we didn’t spend a ton of time in the outdoors. It was actually my uncle and aunt, who didn’t have kids, who took my brother and I out for moonlight hikes and taught us how to mountain bike. As I got into politics, public policy, and government, I quickly started to realize that we have to do a lot of work to protect these places we love so much. They don’t just take care of themselves. It takes resources, people, and commitment.
How do the outdoors influence your life today?
Politics and government are places where people have a lot of passion, but it’s also very frenetic. It’s a career where you’re carrying two cell phones and checking four email addresses and the news cycle and the spin cycle of the day. Since high school, it’s been part of my life to live this fast-paced, frenetic advocacy, grassroots-organizing lifestyle. Maybe you’re knocking on doors all day, so you get a little bit of fresh air, but you’re not really in nature. Outdoor recreation is the counterpoint to that and allows me to live a balanced lifestyle, so that when I have time away from organizing for something that was so passionate and all-consuming, I can get outdoors and mountain bike or do some skiing and hiking.
What are your hopes for future generations of outdoorists? What does the ideal outdoor world look like for them?
Aside from inclusivity, we need to demystify the outdoors and increase the number of outdoor activities that you can access within close range, especially in urban areas. There are so many ways to be involved in the outdoors, and we have to send that message. The outdoors is for people barbecuing at Sloans Lake in Denver and for people who want to hang off a cliff over a canyon. I think we have to do a better job of messaging that.
The outdoors also needs our protection, love, and commitment to perpetuate it for the next generation. As people get involved with the outdoors, they also need to learn how to impact public policy to protect the outdoors. The outdoors are an avenue for you to get involved with public policy in a way that feels very personal to you. We all feel the difference when we can spend many magical moments in the outdoors, and we know what it means to our life.
We would like to thank all the member companies who participated in the 2020 election. We are happy to announce and introduce the one returning director as well as the four new incoming directors, who will officially begin their three-year terms at the upcoming board meeting on June 22:
FULL BIOS BELOW
We appreciate the continued service of the existing directors and look forward to bringing on four 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’ 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 2020 bring the experience, perspectives, skill and diversity the board is seeking, while meeting the criterion of a personal passion for and commitment to outdoor recreation.
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Scott BuelterAscent360, CEO
What relevant business or industry experience would you bring to the OIA Board to help achieve and promote OIA’s work?
As the leader of a software company that serves the outdoor community, Scott brings a unique mix of skills to the OIA board. His deep love of the outdoors brought him and his family to Colorado over 15 years ago. Since then, he has worked with the outdoor community to help small outdoor companies become successful. His passion for the environment and his interest in spending time outside – skiing, hiking and running – have helped Scott see that there is a balance the industry must strike between the consumer, the environment and business. Scott has broad experience in many industries, including manufacturing, software, retail and travel – all which OIA supports. This perspective helps him align with the sometimes conflicting goals of the industry.
Background:
Scott Buelter is a seasoned executive with broad experience, both inside and outside of the outdoor industry. Currently the CEO of Ascent360, a venture capital-backed software company, Scott works closely with outdoor brands, resorts, retailers and event management companies, such as Smartwool, Thule, Ragnar Relay and Alterra Mountain Company. In this role, Scott leads a team that helps outdoor companies better understand their end consumers and effectively communicate with them.
Over the past 15 years, Scott has been gaining a unique perspective of the outdoor industry by understanding the data that supports the industry – retail sales data, consumer habits and ecommerce / web behavior. With Scott’s breadth of knowledge in both the outdoor industry and technology, he provides cutting-edge, data-driven marketing to an industry that has not traditionally utilized those capabilities. Prior to his work at Ascent360, Scott ran the CRM practice for the Leisure Trends Group and worked with many outdoor companies across the globe. Scott has also been responsible for the digital marketing and data analysis at Merkle and Experian, after helping another software company grow from a startup through IPO. Outside of the outdoor industry, Scott has experience working with global brands including Nike, Disney, Royal Caribbean, Loews Hotels, American Express, Samsung and many others. Scott holds his MBA from the University of California at Irvine and has studied at the University of San Diego and the London School of Economics, as well as IES in both Berlin and Vienna.
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Trina ForneretteWaypoint Outdoor, brand manager
What relevant business or industry experience would you bring to the OIA Board to help achieve and promote OIA’s work?
I have 10+ years in the Outdoor Industry at a management level setting strategies, leading teams and working cross divisionally and externally to achieve the goals. I’m solutions driven with a willingness to have tough conversations to look for resolve. With my passion of the evolution of the outdoor industry, I led the transformation of the Apparel Division at REI, influencing internal partners and external brands to align to the strategy and partner through the execution of it.
Background:
In April 2019, Trina joined the Waypoint Outdoor Agency as the Brand Manager of Smartwool. In this role, she’s responsible for partnering with the Smartwool brand on the assortment direction and positioning in the marketplace to achieve sales goals for Key and Specialty accounts. Her responsibilities also include driving the partnership of key accounts, such as REI, and representing their business needs to the Smartwool brand and leading/developing a high-performing sales rep team to deliver on sales targets. As part of the leadership team for Waypoint, she oversees P&L and makes business decisions in partnership with co-brand managers and the CEO to maximize profitability for the agency, as well as oversee day to day office needs to ensure efficient operations.
Prior to Waypoint, she was with REI for 9 years. There, she was a category merchandise manager of footwear and most recently the senior category merchandise manager of womenswear. During her tenure, she was responsible for developing department buy strategies and leading cross- divisional partners and external brand partnerships to achieve financial goals. More notably, as the senior category merchandise manager of womenswear, she led, influenced, and collaborated the transformation of the apparel strategy. This included launching plus sizes, launching the partnership with the Athleta brand, leading an evolved/transformed private brands assortment architecture, implementing a quarterly and transitional buy strategy, leading the creation of a merchandising playground to help inform the buy and create the visual experience, and leading the execution of the broader apparel strategy with the visual and marketing teams.
Prior to REI, she was with Eddie Bauer for 12 years in varying buying roles and launched her career at Nordstrom, there for nine years.
In her free time, she enjoys hiking, traveling, spotting trends and spending time with family.
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Alison HillLifeStraw, CEO
What relevant business or industry experience would you bring to the OIA Board to help achieve and promote OIA’s work?
As the leader of a humanitarian company, I bring a unique perspective on social impact business models that can provide impact at scale and the financial acumen to leverage social impact as a revenue driver in a retail business. As a female brand leader in technology innovation and product design for the outdoor industry, I bring an under-represented perspective to help the industry design for their female consumers.
Background:
Alison Hill is the CEO of LifeStraw, a global company providing safe water through technological innovation and product design. For the last 10 years, Alison has built the LifeStraw brand through retail, humanitarian water programs and emergency preparedness and response.
Under Alison’s leadership, the LifeStraw business has grown more than 80% in the last five years in the outdoor sports retail markets, and in 2019, the company entered the household market. The growth of Lifestraw’s retail business drove the success of one of the largest private investments providing kids with safe drinking water. As of 2019 this program has provided over three million kids with safe drinking water for a year through its giveback initiative.
Alison began her career in Zambia, focused on the HIV/AIDS epidemic, aiming to gain experience in infectious disease. After four years leading a staff of 100, caring for more than 600 patients at any given time, she concluded that she could make a greater impact by influencing public health. She returned to the U.S. and got a master’s in public health and an MBA from John’s Hopkins University.
In 2009, Alison joined Vestergaard, LifeStraw’s previous parent company, focusing on innovative financing for health programs. She spearheaded the first program ever to link carbon finance to safe drinking water – providing water filtration to 4.5 million people in Kenya. In 2012, Alison was named managing director of Vestergaard’s LifeStraw business. She drove LifeStraw’s entry into retail but kept the brand true to the company’s humanitarian DNA. In 2020, she was officially named CEO.
At 40, Alison has emerged as one of a handful of women business leaders successfully managing an international brand that brings together retail, social good and public health, and she has infused the company with female leaders and diversity at all levels of LifeStraw.
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Jennifer McLarenSmartwool, president & CEO
What relevant business or industry experience would you bring to the OIA Board to help achieve and promote OIA’s work?
I have spent the majority of my career in financial leadership positions responsible for strategic planning, financial planning and driving execution to achieve strategic and financial goals. I have a passion for doing good (for the world) and doing well(financially). This philosophy was instilled in me early in my career at Timberland where we focused on using our business platform to make a positive impact in the world through community service, corporate social responsibility efforts and environmental protection platforms. This passion has helped me to evolve Smartwool to use our business platform for good (focusing on providing access to the outside for everyone and protecting our natural environment) that is in turn good for business. My financial and strategic leadership also helps the brand to stay focused on sustainable business growth initiatives. I believe my skillset is an important match for the OIA Board as we continue to focus on the strategic pillars of OIA, helping to ensure the industry continues to evolve and thrive with the ever-changing consumer and marketplace landscape.
Background:
Jen McLaren is the current president and general manager of Smartwool, located in Steamboat Springs, Colorado. Jen is responsible for the oversight and strategic direction of the Smartwool global brand. She has been with Smartwool for more than eight years as a member of the senior leadership team and chief financial officer. Prior to Smartwool, she served as North America CFO, Timberland®. She joined the Timberland brand in 2003 in the global financial planning and analysis organization. Jen holds a B.S. in business administration from the University of New Hampshire’s Whittemore School of Business and Economics. She began her career in public accounting at Arthur Andersen and then moved into various finance roles in start-ups and SoftBank Capital. Jen is a dedicated outdoor enthusiast and believes that businesses have an obligation to make the world a better place. She is active in the Outdoor Industry Association, Camber, The Nature Conservancy and SOS Outreach nonprofit organizations.
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Kevin WinkelWayward Collective, founder & GM
What relevant business or industry experience would you bring to the OIA Board to help achieve and promote OIA’s work?
As an OIA Board member, I am excited to bring my passion, experience and commitment to the following:
It would be my goal to learn and contribute in any way possible to support the growth of our industry through awareness, policy and good business practices that will aid in the continued growth of a great organization. I believe my experience can bring an additional perspective to an already great group of people to support OIA goals and grow opportunities for explorers of all ages and backgrounds.
Background:
Kevin Winkel is the Founder of Wayward, a lifestyle retail brand with stores in the greater Seattle and Chicago areas. Wayward has been focused on supporting the adventure and creative communities to enrich and enhance participation and growth through exploration since its launch in 2017. Prior to this, Kevin has held global roles for brands like Burton and K2 Sports as well as leading brand, culture, marketing and loyalty initiatives for the North American retailer Zumiez.
Born and raised in Northwestern Montana, Kevin grew up living on a llama farm surrounded by the beauty of Glacier Park and Flathead lake. In his earlier years, Kevin had a strong eye for photography and has spent years traveling the world and living in places such as Bellingham, WA; Lake Tahoe; Los Angeles; Burlington, VT; and Bend, OR.
Kevin is a graduate of Cal Poly and has served on the SOS Outreach NW Advisory Council as well as a previous participant and supporter of NOLS. Today Kevin lives in Seattle, WA, with his wife Lindsay and two kids, Ruby and Cole.
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When: Tuesday, June 23, 11:00 a.m. (MT)
Speakers: Rich Harper, Manager of International Trade, Outdoor Industry Association
Ron Sorini, Principal, Sorini Samet and Associates
Andrew Samet, Principal, Sorini Samet & Associates
Emily Vedaa, Global Trade Manager, Columbia Sportswear
Over the past several months, outdoor companies have faced multiple disruptions to their supply chains, whether they be punitive tariffs, the COVID-19 outbreak or uncertainty around global trade policy. As they mitigate the impact of these challenges to protect their bottom lines and maintain high standards for their products, many businesses are actively seeking alternative sourcing options. Join us for an important discussion on some of the key sourcing trends for outdoor products and how U.S. and global trade policy could impact those decisions. In this discussion, you will learn about the following:
The recent police killing of George Floyd and countless instances of racism and racial violence against Black people are alarming and horrific. We know these events are not isolated and are part of a long history of systemic racism and injustice in our country and in the outdoors. People thriving outside is a core value for our industry and we know that racism, funding, and policies have often prevented equitable access and enjoyment of the outdoors. As the outdoor industry, we must immediately take action and increase our commitment to achieve racial justice, diversity, equity and inclusion in the outdoors, in our workplaces and across the country.
As the association for the outdoor industry, we have a voice—and a corresponding responsibility to do more. We don’t have all of the answers and have listening and learning to do, but we must do better and start now.
We need to admit that we are part of the problem. We must listen to, learn from and amplify the voices of our Black community leaders, friends and activists. We must take meaningful action. Statements of solidarity are important, but action is paramount.
To start, OIA commits to do the following:
We are committed to this work. We stand in solidarity with the Black community. Together We Are a Force is a statement that includes not just our outdoor industry members but also speaks to the power of us as individuals across all races, genders, ethnicities and backgrounds to come together.
When: Tuesday, June 2, 11:00 a.m. (MT)
Speaker: Shawn Rhodes, Shoshin Consulting
As COVID-19 and its after effects rock our communities, profitability and business plans, the outdoor industry finds itself in unprecedented times. Shawn Rhodes has made it his life’s work to study teams who found ways to survive – and even thrive – in the most challenging and dangerous environments on the planet. We’ve asked him to specifically address dealing with the aftermath of this current crisis for our members. In a special virtual session, Shawn will walk us through the following:
Download the Presentation Slides ▸
About the Speaker:
Shawn Rhodes leveraged his former life as a war correspondent to become an international expert in how the best teams pivot when change enters their plans. He’s a Tampa-based TEDx speaker, a former National Park Ranger and his work studying teams in more than two dozen countries – some the most dangerous places on the planet where he relied on the products of our members to survive and thrive – has been published in news outlets around the world including TIME, CNN, NBC, Forbes, the Wall Street Journal and INC. His clients have included Deloitte, ConAgra, Coca-Cola and dozens of similar businesses. Shawn is also a nationally-syndicated columnist with the Business Journals and author of the new book “Pivot Point: Turn On A Dime Without Sacrificing Results.”
Class 5 of the Skip Yowell Future Leadership Academy (FLA) started much like every other class. Participants kicked off the program at Outdoor Retailer + Snow Show at a meet-and-greet event with their mentors, followed by a happy hour celebration with past FLA participants who are now part of the Future Leadership Alumni Group (FLAG). They spent the following weekend getting to know each other, rock climbing and participating in their first set of leadership development activities.
But in early March, with COVID-19 restrictions in place, OIA made the decision to cancel FLA’s hallmark program event: a five-day, in-person retreat in Granby, Colorado. That’s when program director, Kristen Freaney, and this year’s 36 class participants had to get creative and lean into the real-time leadership lessons this crisis provided.
“People need community now more than ever to deal with the uncertainty, stress and social isolation that we’re all experiencing on some level,” said Freaney. “This is also totally uncharted territory, professionally speaking. We’re all navigating new scenarios around managing teams remotely, having difficult conversations about the health of our businesses and creating a culture of transparency and psychological safety for our employees.”
Unlike previous FLA classes that graduated in June at Outdoor Retailer Summer Market, this year’s class will extend their learning through late-October, in hopes of holding that in-person retreat on the back end of the program. “While this year’s FLA class will look a bit different from past classes, they’re reaping the benefits of this tight-knit support system and sounding board at a time when it’s really needed,” says Freaney.
That sentiment is echoed by Class 5 participants, who are leveraging leadership lessons to meet real-time challenges. They’re finding community and support while navigating the realities of an economic downturn.
For some participants, it’s all about developing leadership skills. “Being part of the FLA Class 5 community couldn’t have come at a better time,” says Rachael Nichols of Sea to Summit. “I have learned how I can be a source of stability and an outlet for my team in a time of isolation. Through guidance from my FLA program mentor and our True Colors personality working session, I learned how to play toward my strengths in strategic organization. I built a new plan that prioritized what our team needs to get after the rest of the year, providing structure and stability for the team in this time of uncertainty.”
For others, FLA has been a way to build community and share resources. “I have found that in this time of extreme uncertainty, it’s remarkably helpful to have an outside group of individuals to turn to for support, advice and guidance,” says June Shen-Epstein of Burton. She added, ”From my program capstone team to the weekly large group calls to my mentor calls, getting the perspective of people who are all around the country and in different aspects of the industry has been so helpful to my mental health.”
Jess Smith of Outside PR adds: “I feel incredibly lucky to have this group of peers and advisors who are willing to band together and share information, create a network of strength and swiftly pivot to engage with and understand the situation at hand.”
To support participants in real time, the FLA program has pivoted much of its content. “I have been able to take ideas and concepts that we have shared in our FLA campfires, webinars and happy hours and apply them directly to my current position and own team,” says Smith. “We now have a stronger emphasis on personal check-ins, which gives our team time to share any thoughts or issues that might not be directly related to work but are impacting their emotional and mental health during these difficult times. We have also added a JEDI (Justice, Equity, Diversity and Inclusion) program to our capabilities as a PR agency, formulating a taskforce dedicated to consulting and advising on issues within the space for our clients and media.”
Because of the global situation, many outdoor industry businesses have been directly and financially impacted. A number of FLA participants’ careers have taken unexpected turns. Some have been temporarily furloughed, others have had hours significantly reduced and a few have been forced to explore new opportunities entirely.
Natalie Colvin of Toad&Co, a small privately held outdoor clothing company that was hit hard by the closing of retail partners, says, “The program became even more important after I was furloughed, providing me a support system and sounding board during the craziness of COVID-19. FLA has given me the opportunity to stay engaged and excited about our industry.”
While Madalen Moore of Oros Apparel hasn’t lost her job, her approach to daily work life has had to shift. “I am trying to hold onto the take-charge-of-my-career attitude I was gaining before everything changed,” says Moore. “I’m trying not to become a victim of this unprecedented situation and reframe my skills and what I’m learning in FLA for a post-pandemic world. It’s a privilege to think critically about industry-wide topics a few times a week while also dealing with the day to day.”
While the future is uncertain, it’s clear that our post-pandemic world will rely even more upon community and strong leadership—cornerstones of the FLA program. For participant Kaitlin Tripi of REI Adventures, the program provides hope for the future. “I’m thankful to have the whole FLA crew during this really challenging time. We’re all weathering this thing together, and I know we’ll come out the other end stronger for it.”
Speakers: Luke Boswell, Director of Product at Mystery Ranch and Colleen Grass, Regional Sales Director at Centric Software®
Sponsor: Centric Software®
In “normal” times, achieving high product-quality standards takes dedication, focus and diligence. In today’s fast-changing, uncertain world, this is more challenging—and more important—than ever for companies like Mystery Ranch.
The backpack and load carriage system manufacturer has a long and impressive history of innovation and upholding exceptional standards of quality. The company started in 2000 in the outdoor retail space but was approached in 2004 by the Navy SEALS to create custom packs, leading to a new business model and design strategy.
Discover how Mystery Ranch has fueled its growth while staying committed to quality. As the company evolved, it turned to Centric Outdoor PLM allowing it to streamline new style development, reduce errors, improve product documentation for suppliers and gain efficiencies.
Luke Boswell, director of product at Mystery Ranch, will give attendees an inside look at the following:
Centric Software®, proud sponsor of this webinar. More than 370 companies making products for over 1,250 iconic brands trust Centric Software, including Ariat, Burton, Crocs, Skechers, Pearl Izumi, KEEN Footwear, Klim, tentree, Lolë, Outward Hound, CamelBak, Royal Robbins, Giro, Bell, On Running, Safariland, Vionic and many more.
Colleen Grass is Regional Sales Director at Centric Software®. Prior to Centric, Colleen spent 20 years in technology sales and marketing working with companies across many sectors including fashion, e-commerce, and digital communications to help brands and retailers prioritize their technology roadmaps.
When: Tuesday, June 9, 11:00 a.m. (MT)
Speakers: Leah Skye, Dan Grenemyer and Mike Welliver from Altus
With premature mountain resort and retail closures and the outdoor industry at an unexpected halt, join North America’s largest B2B receivables management firm for an educational webinar offering guidance to assist you with staying ahead of collection issues on the horizon. Creditors are now faced with the difficult decision of either shouldering a potentially disastrous financial burden or pushing their customers for payment and jeopardizing relationships that took years to cultivate. As we navigate through these unprecedented times, we need to adapt to a quickly changing financial climate. Unfortunately, many small businesses lack the cash reserves to make it to the other side of this crisis, so we want to give you the tools to stay ahead of what’s to come. Open to all. Active OIA membership not required.
