What Field Mag does

Field Mag is a privately held digital outdoor lifestyle publication founded in 2015 in New York City by Graham Hiemstra and Chris Stillitano. The company targets design-conscious urban dwellers with active outdoor lifestyles, publishing curated editorial content across categories including gear reviews, photo essays, travel guides, cabin features, hiking, climbing, camping, cycling, skiing, and film photography. Its content platform, fieldmag.com, serves as the hub, supplemented by a bi-weekly advertiser-supported email newsletter (Field Report) and a 300k+ social media following. The business draws on a network of approximately 100 contributing artists, athletes, journalists, and gear testers, supported by a small core team including a managing editor (Tanner Bowden) and gear editor (Bob Myaing).

The product portfolio comprises the content platform, the Field Report newsletter, the 208-page inaugural Field Mag Print Issue 01 (launched 2025, currently sold out), and Field Mag Studio, a formalized partnerships and advertising division offering custom editorial, newsletter sponsorships, product collaborations, events, and display advertising to outdoor lifestyle brands. Revenue is generated through two primary streams: (1) advertising and sponsorship revenue via Field Mag Studio with a roster of brand partners that includes Arc'teryx, Patagonia, Vibram, KEEN, Snow Peak, Mountain Hardwear, Chaco, Danner, Mystery Ranch, Outdoor Research, REI, and others; and (2) direct-to-consumer e-commerce sales of branded merchandise and collaborative products such as the Field Mug x Speaking of the Weather ($45) and the Field Mag x Earth\\Studies Camera Sling Pack ($90). Technology infrastructure is described as a digital content publishing platform and editorial curation system; no proprietary AI/ML capabilities, APIs, or SDKs are disclosed. The company operates with 1–10 employees, holds a registered U.S. trademark (Field Mag®), and is bootstrapped with no disclosed venture capital or institutional investment.

Name

Field Mag

Legal name

Field Mag

Website

https://fieldmag.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Field Mag is a NYC-based digital outdoor lifestyle publication founded in 2015 that publishes curated gear reviews, photo essays, travel guides, and adventure storytelling for design-conscious urban outdoor enthusiasts, monetizing through advertising partnerships and branded e-commerce merchandise.

Ownership category

akta.pro rank

Product category

Online Publishing & Digital Media

NAICS

Broadcasting and Content Providers (516)

SIC

Miscellaneous Publishing (2741)

akta.pro primary industry

Travel & Outdoors Magazines (MPAJAEAH)

Keywords

• Outdoor lifestyle content
• Digital media publishing
• Outdoor gear reviews
• Branded merchandise shop
• Design-focused journalism

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. E-commerce Product Sales: Field Mag operates a shop selling branded merchandise including the Field Mag Print Issue 01 magazine ($35), collaboration products like the Field Mug x Speaking of the Weather ($45), and Field Mag x Earth Studies Camera Sling Pack ($90).
2. Advertising & Sponsorships: The Field Report newsletter and content is advertiser supported. The platform partners with outdoor lifestyle brands for custom editorial, social content, newsletter sponsorships, product collaborations, and display advertising.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Field Mag is a digital publication that produces design-forward editorial content about outdoor culture, gear, travel, and adventure for urban-based outdoor enthusiasts. The company operates a content website, an email newsletter, a print magazine, and an e-commerce shop selling branded lifestyle merchandise. It also operates Field Mag Studio, a creative services arm that develops brand partnerships and sponsored content for outdoor and lifestyle companies.

Product overview

Field Mag is a modern outdoor lifestyle publication offering a content platform delivering curated news articles, gear reviews, photo essays, cabin rental guides, and travel guides. The portfolio includes a print magazine (Issue 01), the Field Report newsletter (bi-weekly), Field Mag Studio (advertising/partnerships), and collaborative merchandise products including camera bags and mugs with partner brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Field Mag Print Magazine A physical, design-driven print magazine covering outdoor culture, gear, travel, and adventure, sold directly to consumers through the Field Mag website.
• Field Report Newsletter A free, ad-supported email newsletter delivering curated outdoor editorial content, gear stories, and brand features to subscribers.
• Field Mag Website (fieldmag.com) The flagship online publication of Field Mag, hosting articles, photo essays, gear reviews, and travel stories about outdoor culture.
• Field Mag x Earth Studies Camera Sling Pack A co-branded camera sling pack produced in partnership with Earth Studies, sold as part of Field Mag's branded merchandise shop.
• Field Mag x Speaking of the Weather Field Mug A co-branded ceramic mug produced in collaboration with Speaking of the Weather, sold directly to consumers through the Field Mag shop.
• Field Mag Studio A creative services arm of Field Mag that produces sponsored editorial, branded content, and partnership campaigns for outdoor and lifestyle brands.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

19 partnerships are on record, tiered core and minor.

• Arc'teryxcoreGTM or Marketing PartnerMajor outdoor apparel and equipment brand featured as a past and present brand partner on Field Mag Studio, indicating ongoing content collaboration and marketing partnership.
• VibramcoreGTM or Marketing PartnerItalian footwear outsole manufacturer featured as a past and present brand partner on Field Mag Studio, collaborating on content such as the 'Energia Vitale' climbing film.
• Mountain HardwearcoreGTM or Marketing PartnerOutdoor apparel and equipment brand listed as a past and present partner on Field Mag Studio, collaborating on gear reviews and editorial content.
• KEENcoreGTM or Marketing PartnerOutdoor footwear and apparel brand featured as a past and present brand partner on Field Mag Studio.
• Snow PeakcoreGTM or Marketing PartnerJapanese camping and outdoor gear brand featured as a past and present partner. Field Mag has covered Snow Peak's North American expansion including their Portland flagship store.
• Outdoor Research (OR)coreGTM or Marketing PartnerOutdoor apparel, gear, and footwear brand listed as a past and present partner on Field Mag Studio.
• DannercoreGTM or Marketing PartnerPremium hiking and outdoor boot manufacturer featured as a past and present brand partner on Field Mag Studio.
• Mystery RanchcoreGTM or Marketing PartnerPremium backpack and outdoor gear manufacturer featured as a past and present brand partner on Field Mag Studio.
• Fat Tire (Touring/Tuesday Night Beer Club)minorGTM or Marketing PartnerFeatured in collaboration content such as the 'Old Time Hawkey & Two Hearted IPA Team Up' article featuring Fat Tire's parent company New Belgium.
• ChacocoreGTM or Marketing PartnerOutdoor sandal brand featured in Field Mag Studio partnerships including custom Chaco Z Sandals gear review and Cabin-Time creative residency collaboration with 14 artists.
• REIminorGTM or Marketing PartnerMajor outdoor retailer featured as a past brand partner and advertiser on Field Mag.
• SpecializedminorGTM or Marketing PartnerBicycle and outdoor gear brand featured in Field Mag content including the Diverge adventure bike review.
• Hyperlite Mountain GearminorGTM or Marketing PartnerUltralight outdoor gear manufacturer featured as a past brand partner on Field Mag.
• CamelBakminorGTM or Marketing PartnerHydration and outdoor gear brand featured as a past brand partner on Field Mag.
• icebreakerminorGTM or Marketing PartnerMerino wool outdoor apparel brand featured as a past brand partner on Field Mag.
• PatagoniacoreGTM or Marketing PartnerFeatured in Cabin-Time interview content including senior apparel graphic designer Geoff Holstad who sits on Patagonia's environmental media grants council.
• AltraminorGTM or Marketing PartnerZero-drop running shoe brand featured in Field Mag content including trail running in Jackson Hole.
• SubaruminorGTM or Marketing PartnerAutomotive partner featured in Field Mag content covering adventure activities like Jackson Hole testing.
• South Dakota TourismminorGTM or Marketing PartnerState tourism board featured as a past brand partner on Field Mag.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Climbing Magazine: Specialty outdoor magazine and digital outlet covering climbing and associated gear. Comparable digital/print publishing model and partnership-driven revenue approach.
• Backpacker Magazine: Long-established print and digital outdoor publication focused on hiking, backpacking, and gear. Comparable core audience and content categories to Field Mag, though with a more traditional mountain/outdoor focus.
• Gear Patrol: Digital men's lifestyle and gear publication. Closely comparable to Field Mag in covering curated gear reviews with a design sensibility and similar urban-outdoor audience.
• Adventure Journal: Independent outdoor adventure publication covering gear, travel, and storytelling. Compares as a similarly curated editorial outlet targeting design- and story-conscious outdoor readers.
• Outside: Leading outdoor media brand covering gear, adventure, travel, and fitness. Direct competitor to Field Mag in outdoor lifestyle publishing, with significantly larger scale, video, and events.

Broad incumbents

• Huckberry: Outdoor-inspired lifestyle retailer with a strong owned editorial and brand content operation. Comparable target audience and overlap with Field Mag's gear review and product collaboration model, but operates primarily as a retailer.
• Men's Journal: Established men's lifestyle and outdoor publication covering gear, fitness, and adventure. Overlaps with Field Mag in gear reviews and outdoor content targeting a similar male, urban-adjacent audience.
• Field & Stream: Long-running outdoor sports publication covering hunting, fishing, and gear. Comparable print-and-digital outdoor publishing model, though aimed at a more traditional outdoor audience.
• REI Co-op Journal: Editorial and content arm of REI, the largest U.S. outdoor retailer. Comparable outdoor storytelling and gear review approach, but backed by retail scale rather than independent publishing.

Emerging players

• The Manual: Digital men's lifestyle publication with curated gear and outdoor content. Comparable to Field Mag in style, gear coverage, and audience overlap, but with broader lifestyle scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fieldmag
• Facebookfacebook.com/thefieldmag
• LinkedInlinkedin.com/company/field-mag

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Field Mag