New Mexico: Where Outdoors Is Big Business

iStock/Sean Pavone

Outdoor recreation businesses in New Mexico are having a moment, and states are taking notice. More states are creating outdoor recreation offices to maximize the industry’s huge potential.

New Mexico was one of the original states to establish an outdoor division, and its approach is a little different. Instead of concentrating on tourism, New Mexico looks locally first.

“Our job is to make sure the ideas come from the community,” says Karina Armijo, executive director of the New Mexico Outdoor Recreation Division. “It’s really important to say to rural communities ‘We know outdoor recreation is your biggest asset. How can we support you?’”

Sergio Salvador

The state also prioritizes children, who often aren’t getting enough exercise and spend too much time on electronic devices, Armijo says. “So, we really focus on getting youth outside more, particularly those who don’t have access to the outdoors,” she says.

Exposing and educating kids from all backgrounds creates lifelong interests and also introduces them to future careers in outdoor recreation. Many companies attract out-of-state talent by promoting New Mexico’s diverse landscapes and activities as amenities. But Armijo sees outdoor recreation as more than a pastime. “It’s not just a lifestyle,” she says. “It’s an economic driver itself.”

Here’s a look at some of the businesses that make up the bustling outdoor industry in New Mexico.

Ted Wolff

Abstract Ski Gear

Ted Wolff exemplifies the potential that Karina Armijo describes. Wolff grew up in a little town outside of Santa Fe where he learned to ski with his family. Today, he and his brother, Nick, own Just Point It, an innovative ski, snowboard and apparel company where high-tech meets hip art. “I test the skis, give my 2 cents and they create it for us in the factory,” Wolff says.

He also utilizes his painting skills. “I’m an abstract artist. I designed a couple of products but most of them have been other artists,” he says.

Collaborating with local creatives when designing Just Point It gear is part of the business plan. Each year, the business promotes a new artist and showcases their work.

While outdoor recreation has taken off in the state, New Mexico has also developed a robust commercial, film and TV industry. After graduating from the University of New Mexico, Wolff headed to the movies.

“I started painting sets for ‘Breaking Bad,’ ‘Better Call Saul,’ ‘The Avengers,’ ‘The Lone Ranger’ and others. I did that for about 10 years,” he says.

Wolff has turned his passions into meaningful careers while remaining in his home state. “We’re able to channel that energy into our gear, and we love doing that for people who also love the outdoors,” he says. “We’re also creating something unique for New Mexico, which I think is kinda cool.”

Turning Visitors into Business Owners

Some visitors are so impressed with New Mexico that they stay. And maybe launch one of the many successful outdoor recreation businesses in New Mexico.

“I would say it’s the landscape that attracted me initially, then the friendliness of the people and the art,” says Tom Mitchell, who moved to New Mexico a couple years ago and started SouthWest Teardrop Company. “We custom build the classic style of teardrop camper from the 1940s. It’s sleek and retains almost an art-deco feel.” 

And while Mitchell considered other New Mexico locations, he ultimately chose the state’s largest city. “The No. 1 business reason is that we are the only true teardrop manufacturer in Albuquerque, the hub of the state.” 

Outdoor-Focused Software

Marc Harrell also figured out a way to build a business centered on his hobbies.

“I’m a customer so that gives me inside knowledge,” he says. “I understand the industry I’m working in so that helps me create better products,” says Harrell, who lives in Taos where he enjoys world-class skiing, mountain biking and fly fishing.

“I’m here specifically because of the outdoor recreation, so starting my business where I live made the most sense,” says Harrell, who owns Rezo Systems, a software development company that helps businesses with bookings, payments and other critical functions.

“We only work in the outdoor recreation space,” Harrell says. “We give them tools to build out their platforms specific to their needs.”

In 2023, Harrell won the New Mexico Outdoor Recreation Division’s Adventure Pitch, where entrepreneurs get five minutes to describe and demonstrate their concepts to a panel of judges. “For me, the event really made me think about my business,” he says. “I had to be spot on to describe it.”

Harrell recommends tapping into the many resources the Outdoor Recreation Division offers. “When you start a business, you probably don’t know the steps,” Harrell says. “If you have a consumer-facing company, I’d definitely lean on them. They have info on grants, taxes and licenses. They provide all kinds of help.”

Amy Peterson

Outdoor Recreation Businesses in New Mexico Are Thriving 

Outdoor recreation businesses are located all over the state. In Albuquerque, San Juan Rodworks handcrafts custom fly rods. A few hours north, the ovens at Taos Bakes make backpack snacks, like cilantro lime pistachios.

Bicycle Technologies International (BTI), a bicycle parts distribution company that touts being a “progressive voice for the sport of cycling both on and off road,” is headquartered in Santa Fe. 

Jack’s Plastic Welding set up shop in Aztec, where it manufactures inflatable boats, dry bags and waterproof self-inflating mattresses. 

“Our employees have either come to us with a love of the outdoors or have fostered that love through regular river trips,” says TJ Garcia, who handles design for Jack’s Plastic Welding and moved to Aztec about seven years ago. “I love the ability to pack up and go do something new nearly every weekend. I have two young children, and I’m excited to show them the history of our area, whether it’s taking them to some of the local historical ruins or helping them foster a love of the outdoors.” 

Jack’s Plastic Welding has expanded its services to work with other industries, including NASA and aviation, oil, and gas companies. “For us, the vast majority of our sales are made out of state. By bringing that money home, we can bring real and sustained positive improvements to our communities,” Garcia says.