Grassroots Outdoor Alliance

What Grassroots Outdoor Alliance does

Grassroots Outdoor Alliance, founded in 1994 and headquartered in Asheville, NC, is a privately held retailer-owned cooperative serving independent specialty outdoor retailers and outdoor product brands in the United States. The organization represents 105 independently owned retailers operating 223 retail locations across 45 states, and partners with 73 vendor brands. Grassroots operates as a membership organization with annual retailer dues billed each July, vendor partner fees including a 1% contribution from brands, and exhibitor fees from its twice-yearly Connect trade shows held in June and November. Retailer members serve as shareholders with board representation, while vendors gain direct access to the specialty retail network through Connect shows, the Discovery Marketplace pre-show event, and ConnectHub digital resources.

The core products include the Connect buying show (a streamlined, invitation-only trade show with pre-scheduled appointments facilitating roughly 10,000 retailer-vendor meetings per event), Discovery Marketplace (a pre-show open-house for emerging brands), ConnectApp (an online scheduling portal), Switchback (a real-time member data tool), ConnectHub (a 2026-launched digital resource center for sales tools and order forms), Grassroots Stories (a semi-annual B2B publication), and The Grassroots Podcast. Supporting services include annual financial benchmarking studies, education programs, industry advocacy, travel reimbursements for retailer attendees, and exclusive vendor programs including closeouts and rebates.

Grassroots is led by a small core team of approximately seven professionals, including President Gabe Maier and a board of retailer-owners. The organization reports no external venture capital, parent company, or acquisition activity, operating as a cooperative governance model. Revenue figures are not publicly disclosed, and the organization does not advertise AI/ML capabilities in its technology stack, relying instead on curated membership, scheduled trade events, and proprietary data tools as its primary sources of competitive differentiation.

Name

Grassroots Outdoor Alliance

Legal name

Grassroots Outdoor Alliance, Inc.

Website

https://grassrootsoutdoors.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Grassroots Outdoor Alliance is a retailer-owned cooperative serving 105 independent specialty outdoor retailers and 73 vendor brands across 45 U.S. states, operating the twice-yearly Connect trade show, ConnectApp scheduling platform, Switchback data tool, and ConnectHub digital resource center.

Ownership category

akta.pro rank

Product category

Specialty Outdoor Retail Trade Network

NAICS

Convention and Trade Show Organizers (56192)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Partner, Channel & Alliance Summits (THAHAMAC)

akta.pro secondary industry

Executive Summits & Invitation-Only Forums (MPAGAGAK)

Keywords

• Specialty outdoor retail network
• Retailer-owned cooperative
• Outdoor trade show services
• B2B buying show
• Outdoor industry membership

Headquarters

HQ city

Asheville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retailer Membership Dues: Annual membership dues billed at the start of the Grassroots fiscal year in July. Retailer members pay dues in exchange for access to collective buying power, data reports, trade show invitations with travel reimbursements, educational resources, and vendor partner programs.
2. Vendor Partner Fees: Outdoor brands pay to become vendor partners, gaining guaranteed invitations to Connect shows, access to the retailer network of 200+ store locations, customized data reports, and collaboration opportunities with Grassroots retailers.
3. Trade Show Fees: Exhibitor fees for Connect and Discovery Marketplace events. Brands pay booth fees to participate in the trade shows, with exhibitor manual and insurance requirements outlined for contracted exhibitors.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Grassroots Outdoor Alliance operates a retailer-owned network serving 105 independent specialty outdoor retailers operating 223 locations across 45 U.S. states. Its core offering is Connect, a twice-yearly invitation-only buying show where retailers, vendor partners, and sales reps conduct pre-season order appointments. Supporting offerings include a digital scheduling platform (ConnectApp), a digital resource hub (ConnectHub), a real-time data tool (Switchback), a pre-show event for emerging brands (Discovery Marketplace), a B2B publication (Grassroots Stories), and a podcast series.

Product overview

Grassroots Outdoor Alliance is a retailer-owned network offering a portfolio of products centered around its Connect buying show platform and associated digital tools. The core product is Connect, a twice-annual invitation-only buying show for specialty outdoor retailers and vendors. Supporting products include Discovery Marketplace (pre-show event for emerging brands), ConnectHub (digital resource hub), ConnectApp (scheduling portal), Grassroots Stories (B2B publication), The Grassroots Podcast (educational content), and Switchback (data analytics tool). The organization also provides membership benefits including data collection and analysis, education programs, and collectively negotiated vendor programming.

Differentiator

Problem solved

Functional benefit

Brands

• Connect: The invitation-only buying show where Grassroots retailers, vendor partners, and sales reps present, discuss, plan and collect pre-season orders. Takes place twice yearly in June and November.
• Discovery Marketplace
• Grassroots Stories
• The Grassroots Podcast
• ConnectHub
• ConnectApp

Products and services

• Connect Trade Show Twice-yearly invitation-only buying show for the specialty outdoor industry, scheduled early in the buying cycle. Provides a streamlined venue for retailers, reps, and vendors to present, discuss, plan, and collect pre-season orders. Invited retailers receive per-attendee travel reimbursements.
• Discovery Marketplace A pre-show event taking place the day before Connect Show, offering new and emerging outdoor brands the opportunity to showcase product highlights to specialty retailers in a 3-hour open-house format.
• ConnectHub Digital resource center for outdoor vendor brands and specialty retailers hosting essential sales tools, best practices, available sales categories, vendor sell-in process information, key deadlines, assets including workbooks, price lists, MAP policies, and order forms, plus links to B2B sales platforms.
• ConnectApp Online scheduling portal where retailers log in to select brands they wish to meet with at Connect shows, with the Grassroots office pre-scheduling all appointments based on retailer selections.
• Grassroots Stories B2B publication covering the outdoor industry through the lens of specialty retail, featuring data and insights from Grassroots members. Published twice yearly, timed with Connect Shows.
• The Grassroots Podcast Podcast series featuring episodes on industry topics including sales rep best practices, sustainable retail, Connect show preparation, and industry trends.
• Switchback Real-time data tool made available to all Grassroots members for business intelligence, data tracking, analysis, and benchmarking.
• Retailer Membership Program Annual membership program for independent specialty outdoor retailers providing collective buying power, data reports, trade show invitations with travel reimbursements, educational resources, and vendor partner programs. Retailer members serve as shareholders of the organization.
• Vendor Partner Program Program for outdoor brand manufacturers to gain guaranteed invitations to Connect shows, access to the retailer network of 200+ store locations, customized data reports, and collaboration opportunities with Grassroots retailers. Partners contribute 1% to the organization.

Quantifiable outcome

• Grassroots retailers saw 101% year-over-year sales increase in March 2021 during COVID recovery
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

28 partnerships are on record, tiered core and minor.

• Appalachian OutdoorscoreStrategic or Co-development Partner · 9 October 2025Specialty outdoor retailer in State College, PA. Industry staple founded in 1974. Joined as new retail member October 2025.
• ChumscoreStrategic or Co-development Partner · 9 October 2025Outdoor accessories brand based in Salt Lake City, founded in 1983. Joined as new vendor partner October 2025.
• Arc'TeryxcoreStrategic or Co-development Partner · 18 September 2025Technical apparel and equipment brand. Joined Grassroots vendor partner network bringing total to 73 brands.
• LifestrawcoreStrategic or Co-development Partner · 18 September 2025Water filtration products brand. Joined Grassroots vendor partner network bringing total to 73 brands.
• RoarkcoreStrategic or Co-development Partner · 18 September 2025Adventure lifestyle apparel brand. Joined Grassroots vendor partner network bringing total to 73 brands.
• La SportivacoreStrategic or Co-development Partner · 19 August 2025Italian climbing and mountain sports footwear and apparel brand. Joined vendor partner network bringing total to 70 brands.
• Sea to SummitcoreStrategic or Co-development Partner · 19 August 2025Outdoor recreation equipment brand. Joined vendor partner network bringing total to 70 brands.
• Camp Eyewear/Shwood EyewearcoreStrategic or Co-development Partner · 19 August 2025Eyewear brands. Joined vendor partner network bringing total to 70 brands.
• Cascade DesignsminorStrategic or Co-development Partner · 8 June 2025Outdoor equipment manufacturer. Hosted site visit at their Reno factory during Spring 2025 Connect Education Day, showcasing manufacturing of air mattresses, stoves, water filters, snowshoes, and storage products.
• Oboz FootwearcoreStrategic or Co-development Partner · 1 May 2025Outdoor footwear brand. Previously achieved B Corp certification and provided guidance to Roads Rivers and Trails during their B Corp journey.
• BioLitecoreStrategic or Co-development Partner · 26 March 2025Brooklyn-based social enterprise developing advanced energy products for off-grid communities. Has served over 15 million users with power, lighting, and cooking solutions. Joined vendor partner network March 2025.
• LIVSN DesignscoreStrategic or Co-development Partner · 26 March 2025Outdoor apparel manufacturer producing functional, durable designs with full warranty and lifetime repair program. Joined vendor partner network March 2025 after exponential wholesale growth following guest attendance at Grassroots Connect Fall 2022.
• PassengercoreStrategic or Co-development Partner · 26 March 2025Apparel manufacturer founded in 2012 by Richard and Alexa Sutcliffe. Featured in top 10 of Sunday Times 100 list of Fastest Growing Companies in UK. Expanded to US in 2024. Joined vendor partner network March 2025.
• EDELRID North AmericacoreStrategic or Co-development Partner · 18 February 2025Climbing and outdoor equipment manufacturer founded in 1863. EDELRID joined Grassroots vendor partner network in February 2025, citing specialty retailers as crucial to their significant growth in North America over the last decade. Appointed Ryan Gajewski as GOA Key Account Manager.
• NomadixcoreStrategic or Co-development Partner · 18 February 2025California-based multi-purpose outdoor gear manufacturer launched in 2014. Makes sustainable, multi-purpose gear designed to replace separate towels for camping, yoga, beach, and travel. Joined vendor partner network February 2025.
• PatagoniacoreStrategic or Co-development Partner · 1 June 2024Outdoor apparel brand. Named Vendor Partner of the Year in both 2024 and 2025. Hosts site visits at their Reno distribution center during Connect shows, including tours of Worn Wear Repairs, the largest apparel repair facility in North America.
• Helly HansencoreStrategic or Co-development Partner · 13 May 2024Professional clothing brand for work and outdoor activities. Joined Grassroots national vendor partner network in May 2024.
• Kari TraacoreStrategic or Co-development Partner · 9 April 2024Norwegian athlete-inspired sportswear brand. Joined Grassroots national vendor partner network in April 2024.
• Mystery RanchcoreStrategic or Co-development Partner · 19 November 2020Pack manufacturer. Welcomed as vendor partner November 2020.
• HydraPakcoreStrategic or Co-development Partner · 19 November 2020Water bottle and hydration products brand. Welcomed as vendor partner November 2020. 2026 Excellence in Hardgoods & Accessories winner.
• 1% for the PlanetminorStrategic or Co-development Partner · 30 October 2020Environmental nonprofit. Grassroots retailers like Roads Rivers and Trails participate in 1% for the Planet, donating 1% of sales to environmental causes.
• Conservation AllianceminorStrategic or Co-development Partner · 30 October 2020Conservation organization. Grassroots coordinates conservation efforts with vendor partners and maintains group membership. Presented conservation championship awards at 2026 Connect.
• Big AgnescoreStrategic or Co-development Partner · 9 July 2020Outdoor equipment brand. Joined as vendor partner in July 2021.
• OspreycoreStrategic or Co-development Partner · 9 July 2020Backpack and travel gear brand. Joined as vendor partner in July 2021.
• Farm to FeetcoreStrategic or Co-development Partner · 11 October 2018Sock manufacturer. Joined Grassroots vendor partner network October 2018.
• KAVUcoreStrategic or Co-development Partner · 11 October 2018Outdoor accessories brand. Joined Grassroots vendor partner network October 2018.
• RabcoreStrategic or Co-development Partner · 11 October 2018UK-based mountaineering apparel brand. Joined Grassroots vendor partner network October 2018. Multiple award winner including 2025 Excellence in Apparel & Softgoods.
• Sierra DesignscoreStrategic or Co-development Partner · 11 October 2018Outdoor equipment and apparel brand. Joined Grassroots vendor partner network October 2018.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• RangeMe: B2B product discovery and sourcing platform connecting retail buyers with emerging brands. Comparable to Grassroots' ConnectHub and Discovery Marketplace offerings, operating as a digital-native complement (or competitor) to physical specialty trade shows.
• Joor: Digital B2B platform for wholesale buying between brands and specialty retailers. Comparable to Grassroots' mission of facilitating brand-retailer commerce, but operating as a continuous year-round technology platform rather than invitation-only events.

Direct peers

• Independent Pet Partners: Retailer-owned cooperative supporting independent pet specialty retailers and brand partners. Strong model parallel to Grassroots — collective buying power, vendor partner programs, and shared services for an independent specialty retail base.
• Snowsports Industries America (SIA): Trade association serving the snow sports industry with membership, advocacy, and trade show programming. Directly comparable structure to Grassroots — member-driven organization supporting specialty retailers and brand partners within an outdoor vertical.
• Outdoor Industry Association (OIA): National trade association for the outdoor industry. Directly comparable to Grassroots as a membership-based organization serving outdoor brands and retailers with advocacy, education, and industry data — overlapping member base and adjacent mission.
• The Running Event: Annual B2B trade show serving independent running specialty retailers and footwear/apparel brands. Highly comparable to Connect in format — pre-scheduled appointments, retailer travel support, and exclusive buying focus for specialty channel.

Others

• NuORDER: Digital B2B commerce platform for brands and retailers, used by Grassroots since 2020 for member digital sell-in. Comparable ecosystem player enabling year-round B2B ordering, and a technology partner to Grassroots rather than a direct competitor.

Broad incumbents

• Outdoor Retailer (Emerald): The largest trade show for the outdoor industry, operated by Emerald Expositions. Comparable as a B2B convention organizer for outdoor brands and retailers, but significantly larger and broader in scope than Grassroots' invitation-only Connect format.
• Health & Fitness Association (formerly IHRSA): Global trade association for the fitness industry with member clubs, advocacy, and industry events. Comparable membership-organization structure to Grassroots, but serving a different vertical and operating at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/grassroots-outdoor-alliance

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Grassroots Outdoor Alliance