As a woman-owned business, we’ve learned a lot these past five years—and we’re still learning every day.
One of the most important lessons? The people you build with matter. In the early days, we worked with developers who were talented—but their background was in healthcare systems, not outdoor platforms. We outgrew that fit sooner than expected. It wasn’t until we found a team who truly believed in our mission that everything began to click. When your team shares your values and your why, productivity doesn’t just improve—it soars.
The same has been true in marketing. With a small budget, we chose someone who didn’t just understand content—they lived the lifestyle. She’s based in New York City, but makes time for nature through running, green spaces, and weekend hikes. She embodies what we believe: that nature is for everyone, no matter where you live.
But even with a great product, a values-aligned team, and a meaningful mission, growth isn’t easy. Platforms often prioritize metrics like user counts and data over real value. As founders, we’ve faced the classic chicken-and-egg problem: people are hesitant to try something new without a crowd already using it.
That’s where we hold the line. We’re building for people who crave connection to the outdoors—not for the likes, but for the experience. For those who want to pay it forward—whether by sharing helpful insights, preserving natural spaces, or building lasting community.
We’re also looking for outdoor businesses who see value in relationships—not just transactions. The kind that take time to grow but are absolutely worth it. We’re here to help them do that.
About the Author
Gen is the co-founder of Nature’s Playbook, a mother of four, and a lifelong believer in the power of the outdoors to heal, connect, and inspire. She first dreamed of the platform over 15 years ago, when juggling motherhood and craving easier ways for families to find meaningful outdoor experiences. Today, she continues to grow that vision, connecting people across the globe to nature and to each other.