The Innovation Project: Great Outdoor Provision Co., Episode 3


In Episode 3 of The Innovation Project, Great Outdoor Provision Co. President Chuck Millsaps explains why getting customers outdoors is so important.

** To watch more episodes of The Innovation Project, click here.

One of the best ways to keep an outdoor gear shop in business is to recruit new customers by showing them what's to love about their natural surroundings.

Great Outdoor Provision Co., with nine stores in Virginia and North Carolina, has mastered that. Since starting its "GetHiking!" program a few years ago, the brand has brought 3,000 people of all levels onto nearby trails. Now, the stores are working on getting people into backpacking, too.

North Carolina is celebrating the 40th year of its Mountains to Sea Trail, which connects the mountains of its western border to the beaches on its coast.

"We have a state that is wonderfully rich in natural resources," says Chuck Millsaps, president of Great Outdoor Provision Co.

"We make a concerted effort to have a continual conversation with our customers around the ideas and concepts of land conservation. Once people discover their surroundings and the beauty of our states, North Carolina and Virginia, they’re far more compelled to preserve and save those lands."


This nine-part series was produced in partnership with Mountain Hardwear.



The Innovation Project: Moosejaw, Episode 4

Episode 4 of The Innovation Project: CEO Eoin Comerford, of Moosejaw ** To watch more episodes of The Innovation Project, click here. Moosejaw opened its first store in Keego Harbor, Michigan, in 1992, and started its website in 1995. The small staff "didn't check to see if an more

SNEWS Innovation Series: Teaser

Introducing The Innovation Project

Welcome to The Innovation Project, presented by Marmot and Mountain Hardwear, which highlights our nation's best outdoor retail shops. Check out this two-minute glimpse of what’s to come in our original, two-part video series: Insights, revelations, and candid opinions from 17 of more

Summit Hut

The Innovation Project: Summit Hut, Episode 5

** To watch more episodes of The Innovation Project, click here. Dana Davis was a longtime employee of Summit Hut in Tuscon, Ariz., when she and her husband, Jeremy, bought it from founder David Baker in 2011. Summit Hut started an e-commerce website in 1998—early for a more

Photo by Caveman Collective

The Innovation Project: Midwest Mountaineering

** To watch more episodes of The Innovation Project, click here. Rod Johnson started Midwest Mountaineering, in Minneapolis, 46 years ago in his kitchen. He was “poor as a church mouse,” he says, and used his father’s business letterhead to buy gear at wholesale prices and more