Families In Nature

What Families In Nature does

Families In Nature is an Austin, Texas-based 501(c)(3) nonprofit founded in 2008 by Heather Kuhlken, originally as Austin Families in Nature and rebranded in 2015. The organization connects families to nature and to each other through structured outdoor programming, with 16 employees delivering recurring events, campouts, workshops, and educational experiences primarily in Texas with selected out-of-state partnerships. Its core programmatic surface spans nine named offerings: The Ecologist School (badge-based informal science education across 16 science branches), the Guide Development Program (nature guide certification), Place-based Environmental Education Projects (PEEPs) for schools and parks, Nature RX (nature-based wellness including forest bathing), Nature Communities (local affiliated groups), Leadership Development (including the Humboldt Project and Junior Ecologist Certification), Hope Nature Travel (immersive family travel), the Gear Library (equipment lending), and Campus Campouts.

Underlying technology is curriculum- and protocol-driven rather than software-driven. The Ecologist School represents the most differentiated asset, codified into licensable modules and field-tested over 16+ years; ancillary content assets include a 2024 Nature RX Guide for Colleges and a 2025 Sensory Science for Diverse Learners guide developed with the Texas School for the Blind and Visually Impaired. There is no proprietary software platform, app, or AI component disclosed in the input data.

Revenue mechanics are diversified across six streams: family memberships (recurring), per-event fees (e.g., $95 per family for weekend camping, $10-$20 per person for workshops), product sales (badges, journals), donations and grants from a broad base of foundations (Powell, Meadows, Winkler, Shield-Ayres, Stark Martin, AMAT) and corporate supporters (Bass Pro Shops, Hershey), fee-for-service organizational partnerships (PEEPs, guide training, campus campouts licensed to schools, parks, and corporations), and planned legacy gifts. The go-to-market is hybrid: community-led direct-to-consumer programming for families, channel-partner delivery through schools, parks, and nature organizations, and select corporate contracts. Customer segments include families with children, schools and educators, corporations, park systems and nonprofits, and students. Distribution is anchored by strategic partnerships with Waterloo Greenway (Austin, TX, since 2021), Gatton Park (Lexington, KY, since 2023), Texas School for the Blind and Visually Impaired, Bat Conservation International, and Austin Zoo, alongside network participation in the Children & Nature Network and recognition as an IUCN Member and 2024 Texan by Nature Conservation Wrangler.

Name

Families In Nature

Legal name

Families in Nature

Website

https://familiesinnature.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Families In Nature is a 2008-founded, Austin-based 501(c)(3) nonprofit that connects families to nature through outdoor events, the Ecologist School curriculum, guide certification, and place-based education partnerships across Texas and select partner locations.

Ownership category

akta.pro rank

Product category

Outdoor Environmental Education Services

NAICS

Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Outdoor & Wilderness Education Schools (Field-Based Learning) (THAAAOAA)

akta.pro secondary industries

Youth Adventure Camps & Summer Programs (THAAAOAB), Environmental Interpretation & Ranger-Led Education Programs (Visitor Education) (THAAAOAJ)

Keywords

• Nature-based education
• Outdoor family programs
• Environmental education services
• Youth conservation leadership
• Place-based learning

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Fees: Family membership program providing access to events, campouts, and community benefits.
2. Program and Event Fees: Fees for specific events including camping trips, workshops, field trips, and educational programs. Example: Family camping at $95 for up to 5 individuals, workshops at $10-20 per person.
3. Product Sales: Sale of Ecologist School badges, nature journals, and educational materials.
4. Donations and Grants: Tax-deductible donations from individuals and families, foundation grants from supporters including Powell Foundation, Bass Pro Shops, Meadows Foundation, and others.
5. Organizational Partnerships: Fee-for-service arrangements with schools, parks, and organizations for customized PEEP programs, guide training, and educational licensing.
6. Legacy Gifts: Planned giving options including bequests, IRA beneficiaries, and stock donations through Legacy Gift Society.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Families In Nature delivers nature-based education programs and outdoor experiences that connect families to nature through hands-on learning, camping, and community events. Core offerings include the Ecologist School (badge-based science education), Guide Development Program (nature guide certification), Place-based Environmental Education Projects (PEEPs) for schools and parks, Nature RX (forest bathing and wellness), Gear Library (equipment lending), and Campus Campout Program. Programs are delivered through direct family participation, school and organizational licensing, and corporate team-building engagements.

Product overview

Families In Nature operates as a unified platform for family nature education and outdoor engagement, combining multiple interconnected programs. The core offerings include The Ecologist School (a badge-based science education program), the Guide Development Program (nature guide certification), and Place-based Environmental Education Projects (PEEPs) for schools and parks. Supporting programs include Nature RX (wellness through nature), Nature Communities (local groups), Leadership Development (including the Junior Ecologist Certification), Hope Nature Travel (adventure experiences), the Gear Library (equipment lending), and the Campus Campout Program (camping education). The organization also offers Forest Bathing walks, Summer Book Clubs, and team building events for corporate clients. These programs work together to connect families with nature through education, outdoor activities, equipment access, and community building.

Differentiator

Problem solved

Functional benefit

Brands

• The Ecologist School: An informal science education program that allows people to earn badges in 16 branches of science by learning and playing in nature together.
• PEEP (Place-based Environmental Education Project)

Products and services

• The Ecologist School

Quantifiable outcome

• 16+ years of operation connecting families to nature since 2008
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Waterloo Greenway (Austin, TX)coreStrategic or Co-development PartnerPartnership since 2021 to bring Place-based Environmental Education Programs (PEEPs) to Waterloo Greenway park. Implemented Wild Wednesdays summer series and Wild Waterloo community events. Evolved into larger community-wide programming.
• Gatton Park (Lexington, KY)coreStrategic or Co-development PartnerPartnership to bring nature-based programming to 12-acre downtown Lexington park. Currently implementing environmental education and nature play programming.
• Texas School for the Blind and Visually Impaired (TSBVI)coreStrategic or Co-development PartnerCollaboration to develop accessible curriculum for blind and visually impaired students. Created Sensory Science for Diverse Learners guide. Participates in White Cane Day events.
• Bat Conservation International (BCI)minorStrategic or Co-development PartnerJoint programming at Bracken Bat Cave for education about bat conservation and ecosystem importance. Volunteers from BCI lead educational tours.
• Children & Nature Network (C&NN)coreStrategic or Co-development PartnerFounding member of the children and nature movement. Active participation in annual conferences including Oakland (2019), Vancouver (2017), Madison (2024). Hosts #NatureforAll exhibit. Founder Heather Kuhlken presented on family nature clubs.
• Texan by NaturecoreGTM or Marketing PartnerConservation Wrangler recognition program. Presented at annual Texan by Nature Summit alongside conservation leaders. Connection to former First Lady Laura Bush's conservation initiatives.
• 1% for the PlanetminorGTM or Marketing PartnerEnvironmental Partner member, committing to giving 1% of sales to environmental causes.
• Austin ZoominorStrategic or Co-development PartnerCollaborative programming for homeschool families with special zoo-themed nature education events.
• Waterloo Greenway ConservationcoreStrategic or Co-development PartnerMorning Glories conservation program partnership for native plant education and habitat restoration activities.
• Vermont Nature MuseumminorStrategic or Co-development PartnerInternational collaboration for nature education program development and sharing best practices.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tinkergarten: Outdoor play-based learning program for young children delivered through trained local leaders in community settings. Comparable curriculum-licensing business model targeting families with young children, with a leader certification component similar to FIN's Guide Development Program.
• Hike it Baby: National nonprofit that connects families with young children to outdoor experiences through local community-led hikes and events. Directly comparable to Families in Nature in target audience (families with children), community-led delivery model, and emphasis on removing gear/knowledge barriers.
• Irvine Nature Center: Regional nonprofit nature center offering outdoor environmental education programs, family events, and school partnerships. Comparable as a mid-sized nonprofit delivering place-based nature education, family programming, and school partnerships in a single region.
• Children & Nature Network: National movement organization working to connect children and families to nature through research, networking, and conferences. Closely comparable in mission, the family-nature-club model Families in Nature was founded around, and active conference presence (Families in Nature has presented at C&NN events).
• Leave No Trace: National nonprofit providing outdoor ethics and environmental education programs for youth, families, and outdoor recreation communities. Comparable as an outdoor education curriculum provider that licenses content to guides, schools, and partner organizations.

Broad incumbents

• Outward Bound: Established national outdoor experiential education nonprofit offering wilderness-based programs for youth and adults. Comparable as a larger-scale outdoor education provider with similar field-based learning methodology, though its offerings are more adventure/challenge-focused than family-nature connection.
• National Wildlife Federation: Major national conservation organization that delivers nature education and family-focused wildlife programs (e.g., Great American Campout). Comparable in conservation education mission, family programming, and Gear Library-equivalent resources, though at vastly greater scale.
• REI Co-op: National outdoor retail co-op that runs outdoor education classes, guided events, and community programming for families. Comparable as a major outdoor-education content provider with broad reach and strong brand, though operating a fundamentally different for-profit retail business model.
• Appalachian Mountain Club: Large regional outdoor recreation and conservation organization running outdoor education, guided programming, and volunteer-led nature experiences. Comparable as a broader outdoor education and conservation nonprofit, though with a much larger footprint and membership base.

Regional players

• Texas Parks & Wildlife Foundation: Texas-based nonprofit fundraising arm for Texas Parks & Wildlife Department. A regional peer operating in Families in Nature's home geography, focused on connecting people to state parks and conservation — overlapping mission with FIN's Nature Communities and park partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/families-in-nature

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Families In Nature