Rural Colorado's Outdoor Startup Scene Is Thriving
RURAL COLORADO IS INSPIRING AUTHENTIC, MISSION-DRIVEN OUTDOOR INDUSTRY STARTUPS.
Rural towns are the gateways to outdoor adventure in Colorado. With 58 fourteeners, 100,000+ miles of rivers and streams, the largest elk population in the world, and over 39,000 miles of designated trails in the state, it’s no wonder these same rural cities and towns are the hottest incubators for outdoor industry startups.
Rural Colorado has a vibrant startup scene, and the outdoor industry is a big part of that. Outdoor recreation is a major economic driver across the entire state. According to the Outdoor Industry Association (2021 figures), outdoor recreation in Colorado: adds $11.6 billion to the economy, constitutes 2.7% of the state’s GDP, and employs 125,244 people.
While the urban Front Range is a major industry center, Rural Colorado has a rich history of outdoor recreation startups and is home to a growing list of businesses walking the talk everyday. The state’s outdoor industry is undeniably booming, yet challenges remain for founders starting-up in small towns. At Startup Colorado, we’re tracking the success of numerous launch and growth stage brands, while supporting newcomers in their entrepreneurial adventure.
As most founders learn, success in the outdoor industry is driven by more than market forces. Outdoor customers seek out brands who share both their values and a sense of authenticity. With Rural Colorado’s abundant beauty, thriving tourism economy, and exceptional outdoor access and infrastructure, brands based in our rural communities have a built-in, competitive advantage toward delivering on those promises.
A RICH HISTORY OF OUTDOOR INDUSTRY STARTUPS
New outdoor founders will be in good company. Some of the industry’s canonical brands were founded, and still operate, from Rural Colorado.
- In 1990, Mike Pfotenhauer and Diane Wren moved to Dolores (now in Cortez) and turned their fledgling, made-to-order backpacking business into Osprey.
- With the conspicuously simple idea of bringing more comfort to outdoor pursuits, Big Agnes, was founded in Steamboat Springs, in 2001, and is now renowned for its innovation, comfort, and sustainability initiatives.
- Smartwool was founded in Steamboat (now based in Denver) in 1994 by two ski instructors who saw potential in renewable, merino wool.
- Melanzana, based in Leadville since 1994, was a staple wardrobe piece for core outdoor enthusiasts before the brand blew up in broader culture over the past few years.
- The founders behind RockyMounts, now in Grand Junction, would probably prefer to be riding their bikes, which is how they stayed laser-focused on efficiency through quality and dependability.
RURAL COLORADO EMERGING AS A SIGNIFICANT GROWTH SECTOR
When many people think of Colorado commerce, it’s natural to think of Denver, our biggest city. And, yes, outdoor brands and trade organizations are plentiful in and around the Mile High city.
The VF Corporation (12 marquee brands, including: The North Face, Timberland, Altra, and Smartwool) chose to relocate to the Denver area in 2018. A short drive away, the Boulder/Golden area is proud home to Topo Designs, Spyderco, La Sportiva’s US headquarters, among many more thriving outdoor brands.
While the Denver metro area has been booming for years, Rural Colorado has also been surging as founders and brands seek more affordable, equally attractive, and access-rich locations for their home base. State-level offices are supporting this growth by providing various funding, business development, and networking initiatives.
FERTILE GROUND FOR OUTDOOR STARTUPS
“People here really care and want to see small businesses succeed. Affordability and quality of life is key. It simply doesn’t get better than this.” – Jonathan Ballesteros, Founder & CEO of Geyser Systems (Montrose)
In an industry fueled by passion for the outdoors and recreation, founders are typically hitting the trails, the slopes, and the rivers with as much dedication as their customers. Living and operating from a rural region–directly adjacent to the landscapes that inspire the products–is an experience that informs more than a lunch run or weekend retreat. It’s street cred (or trail cred) that shapes product design, packaging, and marketing.
The unique sense of place, in part, becomes a pathway for brands to connect with their customers.
Added bottom line benefits:
- Access: In many Rural Colorado communities, access to recreation may quite literally be out the backdoor, or at least just a short ride away. This is a boon to serve the founders’ passions, as well as to attracting talent by way of lifestyle benefits.
- R&D: The capability to conduct real world testing and development is at your doorstep.
- Branding and Marketing: In addition to boundless inspiration for creative and authentic promotion, there are potential cost savings with the ability to create marketing collateral without the need to travel.
A WIDE RANGE OF OUTDOOR BUSINESSES
Rural Colorado attracts independent thinkers, with their entrepreneurial spirit evident in the range of companies thriving in our rural areas. The broad span of innovation coming out of these businesses emphasizes the diversity of background, creativity, and experience to be found in our rural communities.
Startup Colorado has supported an rafting cover business in Salida (Over It. Raft Covers), and a socially conscious, women’s apparel brand Gnara, formerly SheFly) in Gunnison, and an upstart sandboarding company in Blanca (SpinDrift Sandboards.) Around the corner in Grand Junction, Quikrstuff is revolutionizing car bike racks.
Pagosa Springs is home to PJ’s Fine Bamboo Rods that celebrates the hand-crafted artistry of bamboo fishing rods, and Cold Case Gear, which protects modern technology from frigid, winter temps. Van Cafe (Fort Collins) and Wanderful Wheels (Durango) are van conversion specialists and soon-to-be manufacturers. Meanwhile, Gravity Lab, in Durango, brings the outdoors in with a year-round climbing gym.
From gear and apparel, to technology and apps, to experiential play and tourism, there is room for out-of-the-box ideas, and there is support to execute them. Colorado is also home to a large number of creatives and service-based businesses targeting the outdoor industry. There are internationally known film production companies like Matchstick Productions in Crested Butte; major brand agencies like Backbone Media in Carbondale and Verde Brand Communications in Durango; and numerous freelancers connecting via the outdoor industry career community Basecamp.