Outside Business Journal

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

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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.

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