Contents: Departments + Features 5 THE PULSE APRIL 2021 Issue No.17 6 HEADLINES The outdoor industry seeks tariff relief; POC's safest helmet; Swedish sustainability; green dog treats 8 MARKETING Inclusive social media requires connecting with customers at the right point in their journey. 9 RETAIL 101 It's time to reignite the excitement in your outdoor sales team with these effective six tips. 10 CASE STUDY Is American manufacturing a myth? The pandemic brought to light uncomfortable truths about demand catching up to supply. Here's what we learned over the past year and what the future holds. P. 13 IDEAS 18 CAN WE SAVE THE EARTH? The Biden administration is adopting a bold initiative, 30x30, a plan to preserve 30% of the United States' land and water by 2030. Outdoor brands are signing up to help. Here's how it could work. P. 27 ON THE COVER: A hiker surveys Lake Isabelle in Colorado's Indian Peaks Wilderness. The 30x30 initiative seeks to permanently protect more public land. Photograph by Andrew Kornylak Inset photo courtesy Outdoor Industry Association P. 23 14 THOUGHT LEADER As the new owner of Outside, Robin Thurston is shaking up the outdoor media landscape. 15 THE WEEKLY CHAT Omnisend and Visiture dive deep in e-commerce. 16 RESOURCES AND RESEARCH OIA releases its participation study; we give you last thoughts on Outdoor Retailer Winter Online. 22 BREAD + BUTTER 23 GEAR GALLERY Peruse pages of new products available now and coming soon from outdoor brands. Photos: (clockwise from top) Andrew Kornylak, courtesy Garmin, Andrew Kornylak 27 HOT PICKS Mazama, Thule, and Rab impressed our gear editor with these innovative new designs. PLUS 30 THE VIEW Photographers David and Michael Hanson document the degradation of Apalachicola oyster beds. 34 FIELD NOTES When he leads a group of Black and brown climbers at Pictured Rocks National Lakeshore, James Edward Mills sees what still needs to be done to remove barriers to access for all. 35 #SHOPLIFE Trailful Outdoor Co. stokes the passion of a community dedicated to the Appalachian Trail. 36 BACKSTORY Yosemite skiers push into the no-fall zone. April 2021 / OUTDOOR RETAILER 3