Meet NM’s Outdoor Entrepreneurs
New Mexico’s outdoor recreation industry has seen significant growth in recent years, driven in part by the rise of local businesses that contribute to the state’s economic prosperity. As more people explore New Mexico’s diverse landscapes, entrepreneurs have emerged to meet the demand for gear, guided experiences, and sustainable tourism. Businesses like Taos Bakes, which crafts energy bars with locally sourced ingredients, and Zia Rides, known for organizing community-focused mountain biking events, highlight the unique stories behind this economic surge. Their commitment to local culture, environmental stewardship, and community engagement not only enhances the outdoor experience but also fuels continued growth in the industry. These are some local businesses and what make their unique stories, check out website links to learn more!
Taos Bakes
Taos Bakes specializes in handcrafted, whole-ingredient snack bars. Founded in 2010 by Kyle Hawari and Brooks Thostenson, the company emerged from their desire to create a healthier, tastier alternative to the energy bars available at the time. They began by experimenting in a community kitchen in Taos, leading to the creation of their first flavor, Chocolate Butterscotch, inspired by a family dessert. Operating out of a 100% solar-powered facility in Questa, New Mexico, Taos Bakes emphasizes sustainability and community impact. The company has expanded its product line to include not only snack bars but also granola and baked nut clusters. Their products are available nationwide at retailers such as Whole Foods, Natural Grocers, and Publix.
Zia Rides
Zia Rides is a New Mexico-based company that organizes endurance mountain bike races across the southwestern United States, including Arizona, New Mexico, Utah, and Colorado. Their events are designed to offer participants a fun and community-focused experience, combining challenging races with family-friendly activities. This company was founded by a group of cyclists who want to share the beauty of the dessert and passion for sport. Their events bring together friends, family, pets, competition, food, and music. The environment is truly unique and a fun experience for all.
Hangtime Gear
Founded in 2015, Hangtime Gear started as a hammock brand. Haj, Khalsa, the founder, shifted the brand in 2017 to smartphone leashes to accommodate to the intense conditions of climbing, backpacking, traveling, and skiing without worrying about loosing or dropping your phone. Mr. Khalsa has been doing all four for 30 plus years.
Jaco Outfitters, LLC
Owned by John Olivas, who holds an undergraduate degree in Biology and a master’s degree in environmental management and Life Sciences, JACO Outfitters LLC is a licensed hunting guide service based in Holman. The company offers fully guided big game hunts on public and private lands throughout the state, specializing in species such as elk, mule deer, black bear, cougar, Merriam turkey, pronghorn antelope, bighorn sheep, and oryx. They provide comprehensive services, including lodging, meals, transportation, field dressing of game, and trophy photos.
Zia Kayak Outfitters
Founded by Russ and Edna Trager, the business has played a pivotal role in popularizing kayaking and kayak fishing in New Mexico. Mrs. Trager has a history in advertising and marketing with CBS News and has served as the mayor of Elephant Butte. She currently serves on the Elephant Butte City Council. Mr. Trager has a background in marketing and serving on the City of Elephant Butte Lodgers Tax Board. It is the largest kayak dealer in New Mexico They have organized and sponsored annual kayak fishing tournaments at Elephant Butte Lake, further fostering community engagement and outdoor recreation.
Wolfhorse Outfitters
Wolfhorse Outfitters, led by Joe Saenz of Huichol and Tci-He-Nde (Red Paint People) heritage, offers immersive, Apache-guided wilderness experiences in the Gila National Forest of southwestern New Mexico. Saenez spent his youth exploring rugged terrains of the Gila region, this grew his passion for the environment and his people’s history. The mission is to connect guests with the sacred lands of the Chiricahua and Warm Springs Apache through culturally rich and environmentally mindful adventures. The wide terrain has a variety of landscapes and animals.
Just Point It
Just Point It is a New Mexico-based outdoor gear company founded by brothers Ted and Nick Wolff. Originating from Santa Fe, the Wolff brothers began their venture by creating beanies, hats, T-shirts, and stickers, often selling them informally from the back of their shared 4Runner. Their brand, "Just Point It," embodies a mindset of embracing adventure and seizing opportunities, resonating deeply with the adventurous spirit of New Mexico. It has now expanded to include custom designed skis and snowboards that often feature designs inspired by New Mexico’s culture and landscapes.
Morrison Outdoors
A family-owned outdoor gear company founded in 2018 by Tavis and Amber Malcolm, Morrison Outdoors, specializes in creating high-quality, safe, and comfortable sleeping bags designed specifically for infants and young children, aiming to make outdoor adventures more accessible for families. The product idea came while Travis Malcolm was camping with his newborn and there was not a secure way to keep the baby warm. After a few prototypes, the idea launched in 2019 and is now sold in over 80 stores. Morrison Outfitters recently made an appearance on Shark Tank, making a deal with Barbara Corcoran and Mark Cuban.