I live in western Maryland, deep in the Appalachian range. When I decided I wanted to open an outdoor shop, despite having no experience in retail, I knew I needed a mentor. As you might expect, the population here heavily skews white, so when looking for mentorship, I was faced with the same barriers many Black people experience in professional settings. We often hear minority professionals in all industries complain about the lack of mentorship opportunities. The reasons range from a lack of access to a lack of available minority mentors. For me, this was certainly true. In my region, there are currently three bike shops and one outdoor shop and I had never seen a person of color working in any of them.

After I created my business plan, I cold-called or emailed each of the four shops, asking the owners for some time to discuss the business with them.

This is where Steve Green comes into the picture. Owner of High Mountain Sports in Deep Creek, Maryland, Steve is a 25-year veteran of the outdoor industry. In that time, he has worked in, managed, and owned a shop that offers everything from skis and bikes to apparel and experiences. 

Over the next few weeks, Steve, in his quiet manner listened, answered all my questions, and sent me many articles and resources. But mostly he just listened. Within a few weeks, I was working part-time at his shop. I would finish up at my day job as a health informatics analyst, then head over to High Mountain Sports to work with Steve, where he showed me what it takes to run a successful outdoor shop.

This all was taking place in the spring of 2020, as the racial unrest surrounding George Floyd’s murder began to unfold. Steve and I had some deep conversations. It’s sad to say that here in the Appalachians, there still remain many pockets of blatant ignorance and unrecognized privilege. The lack of minority business owners became ever more glaring to me during this time and Steve made it his personal goal to support my dream and make sure I had all I needed to open my shop. 

He introduced me to all the reps for the brands that I was interested in. He gave me fixtures for my sales floor. He patiently walked me through the confusion of terms used regularly in the business and provided me with all the forms I needed for hiring employees and renting out gear. He put me in touch with an outdoor-sports insurance agency. He invited me to tag along with him to The Big Gear Show, Grassroots Connect, and ski demos. He reviewed my financial records. But, importantly, he didn’t always give me all the answers. He also let me figure out some difficult problems, like employee management, for myself. 

The outdoor industry has diversified a lot in a short time, and I see it changing even more every day. The cost of entry to our industry is quite steep, especially when competition is not only against other brick-and-mortar stores, but also against big-box and online stores. 

Even with all the talk of diversity in the outdoor industry, getting minorities to engage will remain an uphill battle if more people who look like me are not successful in launching businesses and becoming leaders. In order for that to happen, we need more people like Steve Green—those who have walked before us, learned the hard lessons, and have the generosity of spirit to take us under their wings and share their wisdom. In helping me succeed as a specialty shop owner, Steve is ensuring that I, too, will be able to mentor other entrepreneurs and pay it forward.

I look forward to that opportunity.

Mandela Echefu is the owner of Wheelzup ºÚÁϳԹÏÍøs in Cumberland, Maryland.

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The outdoor industry is constantly changing, expanding, and maturing. As we look to the a new era of advocacy, inclusion, and more outdoor access for all, a new generation of leaders is emerging to guide us there.

Here, we present four members of that generation explaining in their own words what the outdoors mean to them.

Eric Hui: Entrepreneur

Growing up in Hawaii, I’d hike and go to the beach, but I didn’t see snow until I was in college. Instantly, I was hooked on winter. When I moved to Boston for graduate school, I ended up wearing my 3-in-1 snowboarding jacket everywhere despite it being powder blue and not styled for everyday wear.

That experience inspired me to build a better coat, something that was fitted and could function both on and off the slopes. In 2016, I launched Terracea through Kickstarter. Today we have 18 unique styles debuting for Fall 2022. We seek to balance fashion and sustainability without sacrificing performance.

Growing a business from scratch hasn’t been easy. I often struggle to connect with the outdoor industry’s gatekeepers, and staying true to myself sometimes feels like a handicap. However, I’m in the business of being forward-thinking and unique, which is what’s going to get us noticed.

Find Eric on Instagram at @terracea_

Kari Brandt: Advocate

As an infant, I slept in a box under the ticket window at Ski Green Valley, a small California ski hill my godparents owned. By age four, I was assisting fallen skiers with a Disney-themed fanny pack stuffed with Band-Aids. So began my love affair with emergency medicine.

At 25, I became a ski patroller, and five months in I knew I’d found a career. I’ve now been ski patrolling in California and Nevada for ten seasons, six of which I’ve spent as a director and two as the president of the Association of Professional Patrollers. It’s a male-dominated industry, though, and I wanted to elevate female patrollers.

In 2018, I launched the Women of Patrol Instagram account, and two years later I turned it into a nonprofit. We offer scholarships, networking opportunities, clinics, and soon, a mentorship program for women in the field. We’re cultivating a cohort of empowered female patrollers who support one another as we save lives.

Find Kari on Instagram at @womenofpatrol

Mandela Echefu: Retailer

In October 2008, while driving through the highlands of western Maryland, I was accosted by a mountainside ablaze with the colors of fall. I pulled over and stood enraptured for 15 minutes. I drove away determined to chase that feeling of awe and spend more time outdoors.

I started biking and hiking, then skiing and paddling, until eventually, I wanted to work in the industry. In April 2021, my wife, Jamie, and I opened Wheelzup ºÚÁϳԹÏÍøs in Cumberland, Maryland—the result of extensive market research, mentorship, and faith. We designed our retail store, clinics, and events so that novices feel welcome and experts feel at home.

As an African American, I see many parallels between Appalachia and the African-American people— both have so much to offer but generally lack resources and opportunity. I’m working to increase both in Cumberland through outdoor access, knowledge, and community, helping to facilitate healing and freedom in nature.

Find Mandela on Instagram at @wheelzupadventures

Connor Ryan: Athlete

I grew up with a fractured connection to my Lakota culture and the outdoors. Learning to ski changed everything, allowing me to connect to the land and my lineage. As an Indigenous pro skier, I’ve learned how to better listen to the landscapes that move me and that I move with.

The ecological and spiritual value of the places I ski has helped me to integrate my heritage daily. It’s also led me to forge my own path as an environmental activist, creative, and leader. Thanks to the sport, I’m a better version of myself and a braver member of my community.

These lessons culminated in Spirit of the Peaks, a film I wrote and codirected about my journey—now available on YouTube and rei.com—as well as a new scholarship program I’m leading with a coalition of industry brands that targets Indigenous skiers and snowboarders. I told my story—I’m now helping other Native folks create their own.

Find Connor on Instagram at @sacredstoke

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