Type: OIA Press Room

Thrive Outside Initiative Empowers Communities to Make the Outdoors Accessible for All

BOULDER, Colo. (May 24, 2021) —Outdoor Foundation, the organization dedicated to reversing the trend of decreased outdoor participation, today announced its second cohort of Thrive Outside Communities in St. Louis, Missouri; the Twin Cities region, Minnesota; Philadelphia, Pennsylvania; and the state of Maine. 

The Outdoor Foundation’s Thrive Outside Initiative 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.

“The Thrive Outside Initiative is working to create a more inclusive and accessible outdoor experience for all,” said Stephanie Maez, Outdoor Foundation executive director. “We are thrilled to expand our grants and programming into four additional communities this year and inspire kids and families to experience the powerful transformative benefits of connecting with nature on a regular basis, particularly among youth in diverse communities.”

The Thrive Outside Communities were chosen by the Outdoor Foundation Board of Directors, based on written applications, virtual site visits, in-person interviews and third-party consultant research. Each Thrive Outside Community grant requires the recipient community to provide a 1-to-1 funding match in order to ensure the long-term sustainability of the network. One backbone organization in each community will manage the grant and facilitate the work of the network partners.

“Working with all of our community partners, we are making a significant impact by empowering youth to enjoy spending more time in nature,” said Jen Mull Neuhaus, Outdoor Foundation Board Chair. “The expansion of The Thrive Outside Initiative this year moves us one step closer to our goal of driving positive change in the health, well-being and social fabric of communities across the country.”

Announced in 2019, The Outdoor Foundation’s Thrive Outside Community Initiative made multi-year grants to four communities including Atlanta, Georgia; Grand Rapids, Michigan; San Diego, California; and Oklahoma City, Oklahoma. To date the Thrive Outside initiative has helped get more than 16,000 youth outdoors while creating stronger networks of equity and inclusion, improving the connections to the outdoors in diverse communities and successfully adapting programming during the COVID-19 pandemic. Over the next ten years, the initiative plans to grow the number of regions it invests in to 32.

Continue reading for more information about each new Thrive Outside Community:

Maine

“In our Maine outdoor community, collaboration is key in our approach to increasing outdoor participation. We are thankful for the Outdoor Foundation and Thrive Outside for recognizing this and supporting local initiatives in Maine to provide equitable access to outdoor learning and outdoor gear for youth in both urban and rural areas across the state, said Nathan Broaddus, coordinator of the Nature Based Education Consortium. “This award is a crucial catalyst in addressing barriers that many under-resourced communities face to having transformative experiences in the outdoors, with innovations such as an outdoor equity fund and Maine GearShare, an outdoor equipment lending system.”

Maine Backbone Organization: Nature Based Education Consortium

Philadelphia, Pennsylvania

“Instilling a love of nature by ensuring all families can safely enjoy the outdoors is critical to inspiring the next generation of conservationists,” said Collin O’Mara, President and CEO of National Wildlife Federation. “Working with Thrive Outside will strengthen amazing conservation partnerships across the Delaware watershed to overcome the unique barriers our communities experience in getting outdoors. We are excited to team up with Thrive Outside to expand access to the outdoors for Black, Latinx, and frontline communities and implement on-the-ground activities that ensure everyone is able to safely enjoy nature.”

Philadelphia Backbone Organization: National Wildlife Federation

St. Louis, Missouri

“The St. Louis region offers some of the most unique natural spaces and inspiring recreational opportunities anywhere. So why hasn’t every kid in our community kayaked past the Gateway Arch on the Mississippi River or climbed the boulders at Elephant Rocks State Park? Through River City Outdoors, we are activating an inclusive network of community partners that shatters barriers to access and empowers all St. Louisans to experience the transformative power of nature in our own backyard,” said Rachel Bartels, River City Outdoors steering committee member.

“We’ve been working for the past seven years to accelerate the outdoor recreation culture in the St. Louis region through Terrain Magazine, and now with the launch of River City Outdoors, we’re excited to gather that momentum and truly transform St. Louis into a vibrant, inclusive, outdoor community,” said Brad Kovach, editor/publisher of Terrain Magazine and River City Outdoors steering committee member. “This grant, and the additional support and leverage that comes with it, will allow us to maintain the great momentum we’ve gathered and focus it on creating diverse and equitable outdoor programs in our region.”

St. Louis Backbone Organization: River City Outdoor Collaborative

Twin Cities, Minnesota

“Wilderness Inquiry is thrilled to partner with the Outdoor Foundation to support a collective impact approach to youth outdoor engagement in the Twin Cities, breaking down barriers to access to ensure that all youth can learn, grow, and thrive in the outdoors,” said Executive Director Kim Keprios. “Thrive Outside Twin Cities provides an incredible opportunity to build meaningful, equitable pathways to outdoor participation for Minnesota youth and families.”

Twin Cities Backbone Organization: Wilderness Inquiry

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About Outdoor Foundation
The Outdoor Foundation, the philanthropic arm of Outdoor Industry Association, is a national 501(C)(3) nonprofit organization dedicated to getting people outside for their health, the health of communities and the health of the outdoor industry. Through community investment and groundbreaking research, the Outdoor Foundation works with partners across the country to address equity barriers and help make the outdoors accessible for all. Visit outdoorfoundation.org for more information.

BOULDER, Colo. – Today, Outdoor Industry Association released the following statement after the Biden administration unveiled the Conserving and Restoring America the Beautiful report, outlining guidelines for conserving 30 percent of public lands and waters by the year 2030:

“Our outdoor spaces are a place of refuge to safely socialize, not to mention improve physical and mental health,” said Lise Aangeenbrug, Executive Director of Outdoor Industry Association. “Prioritizing conservation of public lands and waters is critical to ensuring the outdoors remains accessible for everyone, mitigating the impacts of the climate crisis, and spurring economic recovery. This is the opportunity for which many of us have been waiting to enact long-lasting conservation goals, equitable access, and climate results that the outdoor industry, our communities, and the economy will depend on for generations to come.

“But as we all know, conservation efforts are not one-size-fits-all – for example, what works in Virginia may not be suitable for a situation in Montana. That is why the outdoor industry is particularly pleased this report puts an emphasis on supporting locally-driven conservation projects across the country. 

“As the Biden administration continues to pursue these laudable conservation goals, this blueprint is an important first step to ensuring these efforts are thoughtful and inclusive. It is essential for the federal government to work in tandem with state governments, private landowners, and all interested stakeholders. We are glad to see that guiding principle prioritized in this report.”

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About the Outdoor Industry Association

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry. OIA unites and serves 1,200 manufacturer, supplier, sales representative and retailer members through its focus on trade and recreation policy, sustainable business innovation and outdoor participation. For more information, visit https://outdoorindustry.org/.

BOULDER, Colo. – Outdoor Industry Association executive director Lise Aangeenbrug today made the following statement after the Senate confirmed the nomination of Brenda Mallory to be Chair of the White House Council on Environmental Quality (CEQ): 

“We are very pleased to see the Senate confirm Brenda Mallory’s nomination, and we are confident she will protect the outdoors and the economy. We look forward to working with her to strengthen our outdoor communities, especially as the administration takes on new projects in energy, infrastructure, and the environment.”

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About the Outdoor Industry Association

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry. OIA unites and serves 1,200 manufacturer, supplier, sales representative and retailer members through its focus on trade and recreation policy, sustainable business innovation and outdoor participation. For more information, visit https://outdoorindustry.org/.

Outdoor Industry Association (OIA) partners with Sendline and Windrose to offer a unique leadership development program for the outdoor industry. The Leadership Lab is a professional development program bringing together the convenience of virtual with the connections of meeting in-person.

As Outdoor Industry Association (OIA) Future Leadership Academy alums, we’ve experienced firsthand the gifts that come with industry-relevant professional learning,” says Thom Schroeder, Founder of Sendline, the outdoor industry’s up-and-coming go-to for professional development programming. That’s why, together with Greer Van Dyck from Windrose, we’ve partnered with OIA and designed The Leadership Lab.” It’s a curated and interactive program that puts a twist on leadership growth. “Our topics are what’s important to the folks who show up. We meet them where they’re at, both in their careers and where they live. Oh, and we have a good time doing what we do.

Leadership development bumps up against a very low ceiling when you’re in ‘listen-only’ mode,” says Greer Van Dyck, Founder of Windrose Coaching. “The thing is, without building meaningful relationships based on trust and respect, leadership development doesn’t work. We want individuals to walk away with more than a set of notes. We want them to walk away with lifelong connections and tangible tools that can empower them to integrate what they’ve learned and step into the leaders they want to be.

That’s why we went about designing this differently.

In order to foster connection and peer learning, The Leadership Lab monthly virtual workshops will be limited to 12 individuals and grouped together based on geographic region. There will be as many groups as needed to meet demand. By scaling with lots of small groups rather than one big group and hosting the workshops regionally, folks can meet for coffee or take some turns together. During the six-month program, participants will become part of a community of industry peers and make lifelong connections to propel them in their careers.

Brehan McDonough, Director of Member Engagement with OIA, states, “Ongoing professional development is key to the success of thriving people and thriving business. OIA and The Leadership Lab identified an opportunity for outdoor, non-traditional, sophisticated leadership training, which can fill the gap that exists around emotional leadership intelligence and create an intimate support system. We hope to build a stronger and more diverse outdoor industry leadership pipeline.”

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Outdoor Industry Association

Based in Boulder, Colorado, with offices in Washington, D.C., Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry and the title sponsor of Outdoor Retailer. OIA unites and serves 1300 manufacturer, supplier, sales representative and retailer members through its focus on trade and recreation policy, sustainable business innovation and outdoor participation. For more information, visit outdoorindustry.org.

Sendline

Sendline came from a dissatisfaction with the status quo in professional development. No one looks forward to a management conference. So we had to go about things differently. As mid-career professionals, we asked ourselves what would actually be helpful and get us excited to be a part of? We designed a low-polish, straightforward, and genuine alternative to leadership training for the outdoor industry centered around workshops, retreats, and outdoor events. We call it, simply, ”Leadership in disguise.” For more information, visit discoversendline.com.

Windrose

A Windrose, also known as a Compass Rose, is the part of the compass responsible for directing true north. At the most simplistic level, that represents much of the work I do supporting teams and organizations: aligning on purpose, building unified teams, establishing clear and open communication, collaborating through conflict, and prioritizing peer accountability. I feel passionately that when organizations can be in authentic unison and action on their true north, they have the greatest chance for success. For more information, visit windrosedirection.com

BOULDER, Colo. – Outdoor Industry Association (OIA) today applauded a new bill to provide $10 billion to create a Civilian Climate Corps. The legislation is based on the framework outlined in President Biden’s American Jobs Plan announced on March 31. 

“Investing in the outdoors provides opportunities for people, businesses, and the environment to thrive. This important measure would create new jobs, help address challenges like catastrophic wildfires and other impacts of a changing climate, and ensure the outdoor economy remains a key part of our country’s economic recovery,” said OIA executive director Lise Aangeenbrug. “It could also help the nation fully realize the tremendous potential of the ‘Great American Outdoors Act,’ which is still in the process of being implemented. We commend the leadership and foresight of U.S. Representatives Joe Neguse and Abigail Spanberger and Senators Chris Coons, Martin Heinrich, and Ben Ray Lujan.”

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About the Outdoor Industry Association

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry. OIA unites and serves 1,200 manufacturer, supplier, sales representative and retailer members through its focus on trade and recreation policy, sustainable business innovation and outdoor participation. For more information, visit outdoorindustry.org.

BOULDER, Colo. – Outdoor Industry Association (OIA) today commended President Joe Biden on his administration’s sweeping infrastructure proposal. The president’s blueprint includes important provisions for climate resilience and infrastructure, including a $10 billion investment in a new Civilian Climate Corps. The plan would also fund research and workforce development programs for manufacturers and small businesses, and emphasize environmental justice and equity through clean energy block grants and dedicated funding for community-driven projects.

“Combatting climate change is critical not just for our planet, but it is essential to our economy, local communities, and way of life,” said OIA executive director Lise Aageenburg. “We are pleased to see that an important component of President Biden’s new infrastructure plan is a historic investment to address the growing threat of the climate crisis. Comprehensive, solutions-based policies like restoring and protecting nature-based infrastructure and creating jobs through a Civilian Climate Corps are keys to ensuring a thriving planet and a thriving outdoor industry. Climate action and economic recovery go hand-in-hand, and as Congress begins to debate this package, we hope to see these necessary investments included in a final bill.”

OIA is also supportive of additional provisions outlined in the new plan, including:

• Mobilizing the next generation of conservation and resilience workers;
• Creating good paying jobs through electric vehicle manufacturing;
• Maximizing the resilience of land and water resources to protect communities and the environment;
• Establishing the U.S. as a leader in climate science, innovation and R&D;
• Jumpstarting clean energy manufacturing through federal procurement, delivering clean electricity to all Americans, and lowering energy costs; and
• Increasing access to capital for domestic manufacturers.

Close-to-Home Activities with Low Barrier to Entry are Main Drivers for New Participants 

BOULDER, Colo. (March 31, 2021) —Outdoor Industry Association (OIA) today released exclusive insights about Americans’ engagement in outdoor activities amid the COVID-19 pandemic. The special report examines demographics and psychographics of the new outdoor participant — defined as someone who participated in an outdoor activity for the first time during the pandemic or after a significant lapse.

In response to member requests, OIA commissioned the one-time special report from research partner NAXION. The report reveals that these new participants are more likely to be female, younger, living in an urban area and slightly more ethnically diverse than existing participants. These new participants primarily sought socially distanced outdoor activities in order to spend time with loved ones safely, to exercise, stay healthy or to reduce screen-time fatigue. The report also found that new participants are largely motivated by outdoor recreation opportunities with low barriers to entry that are available and accessible within 10 miles of their homes, including walking, running, biking and hiking.

“This one-of-a-kind report further shows the pandemic has brought in new participants as well as some new behaviors. Time outside is an antidote to the stress of the pandemic and can be a continued source of fun, joy, wonder, and a boost to our mental and physical health. The outdoor industry and its partners can serve a growing and changing need for outdoor recreation by championing funding and policies – such as 30×30 conservation initiatives, the ‘Parks, Jobs and Equity Act’ and the ‘Great American Outdoors Act’ – that provide more opportunities for all to experience close-to-home recreation and help everyone recreate responsibly,” said Lise Aangeenbrug, executive director of Outdoor Industry Association.

New participants found the outdoors to be a safe and accessible way to spend time with friends and family amid tight pandemic restrictions that limited indoor gatherings. Additionally, people cited that the pandemic’s impact has inspired them to re-evaluate priorities, seeking positive life changes and reducing screen time.

“Initial findings of the special new participant report show strong overall increases in outdoor recreation by a slightly more demographically and socioeconomically diverse participant base. This highlights the need to ensure equitable access to the outdoors for all. We can do this by helping to create programming, policy and content around close-to-home recreation and geared toward this broader, more diverse audience of new outdoor participants,” said Stephanie Maez, managing director at the Outdoor Foundation.

“Most new participants hold a strong intent to continue their outdoor pursuits while about 25 percent say that travel, resuming other activities and family demands will challenge their free time and ability to continue to recreate as they currently do. Now is the time to embrace new participants and develop programming for them to continue their outdoor pursuits.”

The special report highlights the following opportunities to increase retention of new outdoor participants:

• Create more outdoor recreation opportunities close to home: Parks and open areas near where people live are a crucial part of growing participation. The pandemic has shown that there is a demand for close-to-home outdoor recreation opportunities.
• Invest in programming that engages families in the outdoors.
• Help new participants make their activities more social as restrictions lift.
• Develop programs and services with the specific goal of diversifying the participant base.
• Develop strategies for encouraging people to start with activities such as walking, running, hiking and birdwatching, which have relatively low barriers to entry.
• Position outdoor recreation as:
• an antidote to the mental health consequences of the pandemic.
• a way to get out from behind the screens that have dominated pandemic life.
• a method to maintain the focus on what is important in life.

View the 2021 Special Report in full: The New Outdoor Participant (COVID and Beyond)

Initial research from the Outdoor Foundation Annual Outdoor Participation report reflects data gathered during the 2020, identifying tremendous increases in outdoor participation across all activities including hiking, camping and fishing amid the pandemic. The full 2020 Outdoor Foundation Annual Participation Report will be released this Summer. If you would like to be notified when that report is released, click here.

About Outdoor Industry Association

Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry and the title sponsor of Outdoor Retailer. OIA unites and serves 1300 manufacturer, supplier, sales representative and retailer members through its focus on trade and recreation policy, sustainable business innovation and outdoor participation. OIA is based in Boulder, Colo., with offices in Washington, D.C. For more information, visit outdoorindustry.org.

About Outdoor Foundation

The Outdoor Foundation, the philanthropic arm of Outdoor Industry Association, is a national 501(C)(3) nonprofit organization dedicated to getting people outside for their health, the health of communities and the health of the outdoor industry. Through community investment and groundbreaking research, the Outdoor Foundation works with many partners to get more people outside more often. Visit outdoorfoundation.org for more information.

About NAXION

NAXION is a broadly-resourced, nimble boutique that relies on advanced research methods, data integration, and sector-focused experience to guide strategic, data-driven business decisions. Built on decades of experience and hundreds of engagements, NAXION has supported some of the world’s largest companies in their brand and enterprise strategy. NAXION provides intelligent analysis and interpretation to guide marketing decisions that matter.

BOULDER, Colo. – OIA condemns hate and violence. Yesterday, we were horrified to see a heartbreaking incident of both at a supermarket near our headquarters and where many of our own staff members shop regularly. Thank you to those who have reached out to inquire about our safety. Everyone on the OIA team is safe, but we are processing the impact of this on our own community and on our country. Our deepest condolences go out to the victims, their families, and all of those affected.

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About the Outdoor Industry Association:
Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry. OIA unites and serves 1300 manufacturer, supplier, sales representative and retailer members through its focus on trade and recreation policy, sustainable business innovation and outdoor participation. For more information, visit outdoorindustry.org.

BOULDER, Colo. – Today, the Senate confirmed the nomination of Representative Debra Haaland for Secretary of the Interior by a vote of 51-40. Lise Aangeenburg, executive director of Outdoor Industry Association made the following statement on the historic confirmation:

“Outdoor Industry Association (OIA) is thrilled the Senate has at last confirmed Secretary Deb Haaland to lead the Department of the Interior. Her stellar track record on public lands and waters, climate change, and environmental justice positions her as an integral partner to the outdoor community and a fantastic leader of the department. During her time in Congress and throughout her confirmation hearing, Secretary Haaland repeatedly demonstrated a deep understanding of the most pressing issues of the moment, including the industry’s role in economic recovery.

“Outdoor recreation is a cornerstone of American life, but it relies on the health and well-being of our country’s natural outdoor spaces. OIA and our members stand ready to work with the secretary to advance important policy priorities from conservation and climate change to access, inclusion, and more.”

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About the Outdoor Industry Association

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry. OIA unites and serves 1300 manufacturer, supplier, sales representative and retailer members through its focus on trade and recreation policy, sustainable business innovation and outdoor participation. For more information, visit outdoorindustry.org.

BOULDER — The Outdoor Industry Association has sent a letter to Senators Ron Wyden, D-Ore. and Mike Crapo, R-Id., Chairman and Ranking Member of the Senate Finance Committee, offering the industry’s support for Katherine Tai to be the United States Trade Representative. Read the full letter here.

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About the Outdoor Industry Association 

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry. OIA unites and serves 1300 manufacturer, supplier, sales representative and retailer members through its focus on trade and recreation policy, sustainable business innovation and outdoor participation. For more information, visit outdoorindustry.org.