Contents: Departments P. 9 P. 60 9 THE PULSE 10 HEADLINES Subscription boxes let customers trust the experts. 12 MERCHANDISING RANGE guru Jeanine Pesce tells you how to nail it. 14 MARKETING Learn the eight rules of the new activist economy. 16 BIG PICTURE Can state ORECs rise above partisan politics? 20 CASE STUDY This is how the outdoor industry is embracing diversity-and what it still needs to do. 26 IDEAS 28 CHRISTIAN DE LA IGLESIA There's community in surf, skate, and tattoos. 30 SHIRA EPSTEIN The joys and pains of buying the family business. 32 EMPLOYEE OF THE MONTH Carolyn Lawrence gets people playing outside. 34 RESEARCH P. 56 P. 68 Millennials want versatile gear and more rentals. 51 BREAD+BUTTER 52 PADDLING HARDGOODS Match these SUPs and boats to customers' needs. Photos: (clockwise from top left) Katherine Homes, Forest Woodward, Johnie Gall, Carlo Nasisse 54 THE RENEWAL WORKSHOP This Oregon company gives new life to old gear. 56 BROWN GIRLS CLIMB These women seek practical gear with purpose. 58 COUNTER CULTURE Piragis fights for the Boundary Waters. PLUS 60 THE VIEW Ranchlands brings conservation to cattle country. 66 HOW I GOT HERE Climber and nurse Libby Sauter praises her mom. 68 FROM THE ROAD Follow the paths of Native American messengers. 70 #REPLIFE Chuck Joy expounds on New England pleasures. 72 BACKSTORY Surf photographer Scott Martin's summer camp. Summer 2018 / OUTDOOR RETAILER 3