Those of us who run adventure brands…well, we got into this business because of our love for the adventure itself. There’s a deep appreciation for the thrill, the fun, the way it challenges our mind and body.

More than that, though, there are deeply rooted beliefs that truly keep us going when the going gets tough.

Adventure is a lifestyle we choose daily.

And because we choose it, we practice gratitude for all that comes with the territory. We jump, feet first, into this business. We aren’t afraid of the scraped knees, the sore bodies, the bad tan lines, the dirt under our fingernails. We roll up our sleeves and sink our teeth into what is and isn’t working.

We have our eyes on what’s next, but our heart is in the now.

We have plans, goals. We want to grow our adventure brands, see more success. But we’re not too busy chasing after more to forget about what we already have. We aren’t too busy looking for new customers to neglect the ones who already love us. We aren’t too busy looking for that next level of success to recognize the success we already have.

Our “bottom line” is the experience every person has with our adventure brand.

Yes, we care about our profit and what the books say at the end of each year, but at the end of the day, what we want most is for the people who come experience an adventure with us to be moved by it. To make a memory that will stick with them for the rest of their lives.

We tell stories and look to ignite curiosity about the world around us.

We hope to encourage more people to take action in protecting what they love by sharing all that we know: and we know we are the best people for that job, because this is the life we choose.

We choose adventure because it’s the best way to celebrate this life of ours.

We believe that the single, most important currency in this life is experience: to bring into focus every sense of the human body. To make time to count stars, and see parts of this world we’ve never seen. To laugh with old friends, and new ones.

We understand that this is bigger than ourselves.

There is a larger purpose to our adventure lifestyle and experience: we look to empower each other, encourage kindness, gratitude and giving, and be more inclusive—as we strive to take care of the places we love, and recognize the strength with which unity among human beings can have on the care of this planet.

Do we forget these six small things? Sometimes…yes. We do.

But we would do well to remember them, because they are at the heart of everything we stand for.

Here’s to you, adventure brand owner!