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Outdoor Industry Association

OIA announces new additions to its board of directors

The outdoor trade association’s board elected two new directors and re-elected three, including representatives from BioLite, Hydro Flask, Toad&Co, Patagonia, and Merrell.


Boulder, Colo.-based Outdoor Industry Association this week elected two new directors and re-elected three second-term directors to its 2021 board.

The two new directors are Sarah Matt, vice president of brand, marketing, and sales at Toad&Co; and Janice Tennant, chief marketing officer at Merrell.

Read more: Meet Janice Tennant, Merrell’s new head of marketing

The three returning directors are Jonathan Cedar, CEO and co-founder of BioLite; Phyllis Grove, vice president of marketing and ecommerce at Hydro Flask; and Bruce Old, vice president of global wholesale at Patagonia. Each will begin their second three-year term.

OIA board members
OIA’s 2021 board now includes (left to right) Phyllis Grove, Bruce Old, Janice Tennant, Jonathan Cedar, and Sarah Matt.

“It’s more important than ever that OIA represent the breadth of brands, retailers, and consumers who love the outdoors,” OIA said in a statement. “The OIA board of directors provides guidance for the organization’s overall strategic direction, establishes policies and positions, monitors the association’s financial health, programs and overall performance, and prepares the industry and association for the future, ensuring OIA’s success as an organization and for its members. The five directors in the class of 2021 bring the experience, perspectives, and skill to help guide our industry out of the pandemic and into a future with thriving outdoor businesses, thriving outdoor communities, and a thriving planet.”

The five directors will be seated at OIA’s board meeting in July. They join OIA’s other directors: Scott Buelter of Ascent360; Trina Fornerette of Waypoint Outdoor; Alison Hill of Lifestraw; Jennifer Mclaren of Smartwool; Marisa Nicholson of Outdoor Retailer; Layne Rigney of Osprey Packs; Ben Steele of REI; and Kevin Winkel of Wayward Collective.

The organization’s outgoing directors are Dana Howe of Grassroots Outdoor Alliance and Rue Mapp of Outdoor Afro.

The board’s executive committee includes (in addition to Grove): Nora Stowell of W.L. Gore & Associates; Todd Spaletto of Dick’s Sporting Goods/Public Lands; Frazier Blair of The Orvis Co.; Cam Brensinger of NEMO Equipment Inc.; and Shawn Gorman of L.L.Bean Inc.

As for the five newly elected or re-elected 2021 directors, here is a comment from their application about what they bring to OIA and how they plan to help the association and its members thrive.

  • Cedar: “Some areas I believe OIA can help member brands navigate include evolving strategies for go-to-market, collecting market intelligence, developing and retaining talent, and building a more inclusive industry for both our teams and customers.”
  • Grove: “My experience leading and developing teams has helped the committee work to continually improve the board’s capabilities and diversify its composition. As a lifelong hiker, I find inspiration and rejuvenation in the outdoors and am passionate about making a national impact: encouraging more people to recreate outside, protecting the outdoors, and supporting the outdoor industry.”
  • Matt: “As an industry, we have benefited from the global COVID-19 pandemic and the shift to everyone being outside. Now is the time to intersect and build on that momentum to drive inclusivity, accessibility, and our next generation of ambassadors to continue to scale environmental awareness and a sustainable lifestyle.”
  • Old: “My recent work at Patagonia has encompassed areas like the establishment of our justice and antiracism strategy, navigating pandemic impacts, and developing the next generation of industry leaders. I will use my experience and expertise to help with the following key areas for our members: participation, diversity and inclusion, climate and wilderness protection, and the pandemic.’
  • Tennant: “With a proven track record of doing this successfully for consumer brands and nonprofit organizations, I know I can help OIA navigate today’s complex issues of diversity, equity and inclusion; climate change; and funding alternatives.”

Click here for more on OIA’s new directors, including further commentary from their board applications and their full bios.

Editor’s note: An earlier version of this article incorrectly stated that OIA had only five directors on its 2021 board and misidentified outgoing board members. Outside Business Journal regrets the error.