Issue No. 70: 2023 was AllTrails Year! 🏆

Hey, Outsiders! It’s December 1st and you know what that means, 24 days to go to get that holiday shopping in. That is unless you were one of the many who contributed to the staggering Black Friday and Cyber Monday numbers this year. According to Adobe Analytics, this year shoppers contributed to “a record $9.8 billion in Black Friday online sales, up 7.5% from 2022, not accounting for inflation. And for Cyber Monday, consumers spent $12.4 billion, a 9.6% increase from 2022.” REI might have been closed on Black Friday but consumers were able to find other outlets for their hard-earned dollars 💰.

In today’s issue:

REI adds VP of Public Affairs and Impact, OIA adds Director of Sustainable Business Innovation 👩‍🔬
Vail Resorts buys Swiss Resort 🇨🇭
NPR covers COP28, The Nature Conservancy weighs in on the age-old “real vs fake” Christmas tree debate 🌲,
Over a million fewer people are accessing nature and its benefits in the UK,
EXPLORE Act Recreation Package introduced in DC 📖

…and a whole lot more.

Let’s go! 🤙

— Scott Crowder

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Company Spotlight:

🌲 AllTrails: A Year of Remarkable Achievements 🚀

In the bustling world of outdoor adventure apps, AllTrails has emerged as a trailblazer in 2023. With a string of accomplishments that have captured the attention of outdoor enthusiasts, tech aficionados, and even Apple, this year has been nothing short of extraordinary for the popular hiking and trail navigation platform.

🌟 New Brand Identity: More Inclusive and Connected: AllTrails kicked off the year with a fresh brand identity. The revamped look is more than just a cosmetic change; it signifies a commitment to making outdoor adventures accessible to all. With a more inclusive and connected approach, AllTrails reinvigorated its mission to help people from all walks of life explore and appreciate the great outdoors.

🏞️ Guides and Achievements: AllTrails didn't stop at a new look. They introduced groundbreaking features like Guides and Achievements. Guides provide users with curated collections of trails and outdoor experiences, making trip planning a breeze. Achievements add an extra layer of motivation, rewarding users for their outdoor pursuits and encouraging them to explore more.

📱 Wear OS App Release: Expanding Horizons: Expanding their reach, AllTrails launched its Wear OS app, catering to smartwatch users. This addition allowed adventurers to access maps and information right on their wrists, making navigation on the trail more convenient than ever. Offline maps further enhance the app's functionality, ensuring users can explore even in areas with limited connectivity.

🌟 1 Million 5-Star Reviews: When it comes to user feedback, AllTrails achieved a remarkable milestone by amassing over 1 million 5-star reviews. This outpouring of positive reviews is a testament to the app's user-friendly interface, detailed trail information, and invaluable assistance to hikers and explorers worldwide.

🍏 Apple App of the Year: AllTrails' exceptional year reached its pinnacle when it was named Apple's iPhone App of the Year. Out of nearly two million apps in the App Store, AllTrails stood out for its exceptional contribution to helping people find their way in the great outdoors. This recognition solidified its status as the go-to outdoor app for adventure seekers.

From a refreshed brand identity to innovative features, a Wear OS app release, and a prestigious title from Apple, AllTrails has left an indelible mark in 2023. With millions of users and a commitment to making outdoor exploration accessible to everyone, it's safe to say that AllTrails is on an upward trajectory, and the adventure is far from over.

Business, Industry, & Economy:

🇨🇳 China's Ski Industry Surges Ahead: China's ski industry is experiencing significant growth, with millions of people taking up skiing and snowboarding in recent years. The 2023 Outdoor Life Trend Report highlights how outdoor activities, including winter sports, have become a part of daily life for many Chinese people. The industry's prosperous outlook is bolstered by a surge in participation, as well as government initiatives outlined in the Outdoor Sports Industry Development Plan (2022-2025), which aims to exceed 3 trillion yuan ($414 billion) in industry size by 2025.

🏞️ REI Welcomes New Vice President: REI Co-op introduces Roma McCaig as its new Vice President of Public Affairs and Impact. With her extensive experience in sustainability, environmental policy, and advocacy, McCaig is expected to play a key role in advancing REI's commitment to responsible business practices and making a positive impact on the outdoor industry.

🛍️ Teton Gravity Research's Retail Expansion: Teton Gravity Research, known for its adventure films and outdoor content, shares its plans to expand its retail presence. The move reflects the company's strategic efforts to engage with its audience beyond digital media and provide outdoor enthusiasts with a broader range of products and experiences, further solidifying its position in the outdoor retail landscape.

🛒 Rethinking Consumption: Patagonia's Perspective: Patagonia explores the issue of consumption and its environmental consequences. In a thought-provoking piece, Patagonia questions the prevailing culture of constantly buying new items and offers insights into the environmental impact of fast fashion. The company's commitment to sustainability and responsible consumption sets an example for the fashion industry and encourages consumers to make more conscious choices.

🚴‍♀️ Cycling's Economic Impact in Australia: A new study reveals that cycling contributes a significant $16.9 billion to the Australian economy. This demonstrates the positive economic influence of cycling as both a mode of transportation and a recreational activity. The study highlights the importance of cycling infrastructure and policies that support this eco-friendly and health-conscious mode of transportation.

🏂 Never Summer Snowboards: Never Summer Industries, a Colorado-based snowboard manufacturer, exemplifies the enduring appeal and growth of snowboarding. With roots dating back to 1983, the company's success reflects the enduring popularity of snow sports and outdoor activities in the region, emphasizing the industry's resilience and innovation.

🌿 OIA's New Director of Sustainable Business Innovation: The Outdoor Industry Association (OIA) has appointed Julie Brown as its new Director of Sustainable Business Innovation. This strategic move underscores the industry's commitment to sustainability and responsible business practices. Brown's role will focus on driving sustainable initiatives within the outdoor industry, aligning with the growing emphasis on environmental conservation and eco-conscious business operations.

⛷️ Ski Patrollers Unionize Amidst Rising Housing Costs: Ski patrollers at various resorts are unionizing in response to soaring housing prices in ski resort towns. As demand for mountain living and outdoor activities increases, affordable housing becomes scarcer. This development highlights the broader issue of housing affordability in resort communities and its impact on seasonal workers and local residents.

🛍️ VF Corp's Turnaround Plan: VF Corp, the parent company of brands like The North Face, has laid off about 500 employees as part of its "Reinvent" turnaround plan. Dive into the company's restructuring strategy and its implications.

🏃‍♂️ Vuori's Remarkable Rise: Vuori has defied industry trends and emerged as a $4 billion juggernaut in the direct-to-consumer (DTC) landscape. Discover how Vuori's unique approach propelled its success and challenged the DTC status quo.

🏔️ Vail Resorts Expands to Switzerland: Vail Resorts is set to acquire Crans-Montana Mountain Resort in Switzerland, marking its second ski resort in Europe. Explore how this expansion aligns with the company's global strategy in the world of skiing and snow sports.

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Sustainability, Conservation, & Environment:

🌿 UK's Natural Capital Valued at £1.5 Trillion: New data highlights that the total value of the UK's natural environment stands at a staggering £1.5 trillion. This valuation accounts for the multifaceted uses and benefits of natural capital, such as recognizing the greater value of trees for carbon storage compared to their timber. Discover how these insights are reshaping the perception of the environment's worth.

🌍 COP28 Climate Change Conference FAQ: NPR provides a comprehensive FAQ on the upcoming COP28 climate change conference. Get answers to key questions about this critical global event, its objectives, and what to expect in the fight against climate change.

🌬️ Texas Green Power Reshaping the Energy Landscape: Business Insider examines how Texas is becoming a powerhouse in green energy, driven by wind and solar power. Discover the economic and environmental implications of this shift in the Lone Star State.

🎄 Real vs. Fake Christmas Trees: The Nature Conservancy provides insights into the choice between real and fake Christmas trees, shedding light on the environmental impact of each option. Learn about the sustainability considerations for your holiday traditions.

🌊 Swimming with Salmon for Conservation: Divers in remote British Columbia streams are taking a unique approach to enhance salmon conservation efforts. Explore how these divers are contributing to the protection of this vital species.

⛷️ Climate Change and Skiing in Colorado: The Gazette delves into the impact of climate change on skiing in Colorado, shedding light on the challenges and adaptations required as winters become warmer and snowfall patterns shift.

🏔️ El Niño and Drought Threaten BC Ski Hills: CBC News reports on the concerns facing British Columbia's interior ski hills due to the El Niño weather phenomenon and ongoing drought conditions. Learn about the implications for winter sports and the environment in this region.

Health, Wellness, & Fitness:

🌳 Nature's Health Benefits Decline: The Office for National Statistics in the UK reveals concerning data, indicating that since 2020, over a million fewer people have experienced the health benefits of nature. Dive into the reasons behind this decline and the potential consequences for public well-being.

🚴‍♂️ Peloton Sets Guinness World Record: Peloton enthusiasts have a reason to celebrate as the company secures a Guinness World Record for the largest live-streamed exercise class. Get the details on this impressive feat and the community spirit that fueled it.

🌿 The Nature Cure: The Guardian explores the transformative power of spending time outdoors on memory, imagination, and logic. Discover how reconnecting with nature can have a profound impact on cognitive functions and overall well-being.

Diversity, Equity, & Inclusion:

❄️ Supporting Youth Careers in the Outdoor Industry: Vermont Business Magazine highlights the partnership between the Chill Foundation and Burton Snowboards in a five-day giving campaign starting on November 29th. The campaign aims to raise support for Chill's new programming, which focuses on empowering young individuals to build careers in the outdoor industry. Explore how this initiative is creating pathways for youth to thrive in outdoor careers.

🏞 Expanding Access to Public Lands in Pennsylvania: Pennsylvania is making significant investments to ensure equitable access to public lands for people of all backgrounds and abilities. Discover how these efforts are enhancing opportunities for outdoor recreation and inclusivity.

👋🏾 Empowering Communities Through Conservation: The San Francisco Chronicle spotlights the 40-acre Conservation League, California's first and only Black-led conservation land trust. Their mission to protect and inclusively create greater access to lands for people of color is taking shape with a significant 650-acre purchase in Placer County, surrounded by Tahoe National Forest. Explore how this landmark initiative is making conservation more diverse and accessible.

🌳 Nature Deprivation in Low-Income Communities: The Chicago Sun-Times discusses the issue of nature deprivation in predominantly Black and low-income families, shedding light on the disparities in access to the outdoors. Ben Jealous explores the importance of addressing this disparity and the potential solutions to ensure equitable access to nature.

🏳️‍🌈 Queer Outdoors Groups: Much Better Adventures explores the rise of queer outdoors groups and communities, highlighting their importance in creating inclusive and welcoming spaces for LGBTQ+ individuals in outdoor recreation. Dive into the stories and impact of these vibrant outdoor collectives.

Government, Grants, & Policy:

🛶 Recreation Package Priorities: The Outdoor Recreation Roundtable presents its priorities for the EXPLORE Act Recreation Package, outlining the key initiatives and policies aimed at advancing outdoor recreation opportunities and conservation efforts.

🧗‍♀️ Climbing Debate in Wilderness Areas: KSUT reports on the contentious discussion surrounding federal climbing proposals in wilderness areas, highlighting the diverse perspectives and concerns within the outdoor community.

🌲 California State Park Adventure Pass: The Contra Costa Herald shares news of the expansion of California's State Park Adventure Pass program, which now includes 54 participating parks, providing outdoor enthusiasts with enhanced access to these natural treasures.

Travel, Tourism, & Hospitality:

🏔️ Winter Wonderland in Switzerland: National Geographic takes you on a captivating journey to the Swiss mountains during winter, offering a glimpse into the enchanting experiences and breathtaking landscapes that await travelers.

🌲 Holiday Travel Insights: KOA shares its predictions for a robust holiday travel season, providing valuable expectations and trends for those planning to hit the road during this festive time. 🚗🎄

🎿 Ski Destinations and Housing: Storeys explores the impact of Canada's ski destinations on the housing market, shedding light on how these sought-after locations are influencing real estate trends.

Products, Gear, & Gadgets:

💼 Gear Up for Adventure: Goruck's rugged products are in the spotlight as Athletech News names them "Product of the Week." From backpacks to apparel, discover why these essentials are winning the hearts of outdoor enthusiasts.

🌊 Green Technology for Maritime: A cutting-edge green propulsion system is making waves in the maritime industry. Learn how this eco-friendly tech is changing the game for sustainable seafaring.

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