Chattanooga, TN (April 24, 2014) RootsRated, a digital content platform, providing information about outdoor recreation from local experts, has launched a redesigned website.
Rootsrated.com is designed for active outdoor enthusiasts and publishes detailed information about the best local destinations for outdoor pursuits like trail running, cycling, paddling, and hiking. Thanks to sponsorship from Marmot, Outdoor Research, Horny Toad, Osprey, Vasque, Yakima, & Chacos, RootsRated is growing in 15 select cities around the country. Content is curated by local experts and created in partnership with leading outdoor specialty retailers.
“Authentic local outdoor knowledge is hard to find. Each year, millions of people search the web for what to do and where to go outside. The problem is that outdoor information online is fragmented, difficult to consume, and outdated,” says Fynn Glover, founder of RootsRated. “Every day people walk into specialty outdoor shops and ask the outdoor industry’s most important question, “Where can I get outside around here?”
We built RootsRated to harness the expertise of the outdoor industry. We work with the best retailers, brands and their networks of local experts to curate the best local outdoor experiences.”
According to the Outdoor Foundation’s Outdoor Participation 2013, 49.4 percent of all Americans participated in some form of outdoor recreation in 2012. Americans took 12.4 billion outdoor excursions in 2012. Almost one-quarter of all outdoor enthusiasts participate in outdoor activities at least twice per week. While millions of outdoor enthusiasts use the Internet to search for information on outdoor recreation, the information they find online points to a significantly underserved market.
“It’s amazing how difficult and time consuming it can be to filter through all the questionable search results to find a great hike, trail run, bike route, or beautiful setting to breathe in the outdoors,” says Glover. “People turn to those they can trust, and that’s precisely why we exist. We work with local outdoor experts to connect people to the best outdoor experiences in select communities around the country.
Glover and his team have established partnerships with leading outdoor specialty retailers to tap into their expertise about local recreation. “We built RootsRated to provide people with authentic & trustworthy information about how to get outside and live like a local. Our goal is to drastically improve the outdoor discovery experience, and over the long-term we want RootsRated to become a hub for outdoor enthusiasts seeking information about outdoor communities,” says Glover.
By working with specialty retailers and their expert staff, RootsRated is able to create a curated and trustworthy tool for retailers to use both on the sales floor and in their digital marketing. “Every day we have people walk into our shop and ask where to go. RootsRated allows us to guarantee that every customer that asks this question is going to receive a quality informational experience in our store. If our resident climber is out of the shop that day, we still know that our customers will interact with our best knowledge. Guaranteeing a consistent customer experience is incredibly important for our business. And additionally, because the content online is branded by our shop, we are able to engage people in conversations across social media about our favorite outdoor experiences,” says Mark McKnight, Marketing Director of Rock/Creek.
Currently in 14 major cities, RootsRated is planning to expanding coverage in new markets throughout 2014.
RootsRated in 14 cities
Colorado Springs, CO
San Francisco, CA
Santa Barbara, CA
Current Brand Sponsors
Grassroots Outdoor Alliance
Chattanooga Visitors Bureau
Select Retail Partners
Mountain High Outfitters
River Sports Outfitters
Outdoor Research Retail Store
Founded in 2012, RootsRated is a digital content platform providing comprehensive information about outdoor recreation. Designed for active outdoor enthusiasts, RootsRated content delivers detailed information about local destinations for the most popular outdoor pursuits. Content is curated by local experts and created in partnership with leading outdoor specialty retailers. For more information visit RootsRated.com
Fynn Glover, CEO, RootsRated