New Mexico: Where Outdoors Is Big Business
Outdoor recreation businesses in New Mexico thrive in this diverse, natural playground.
If you’ve seen a TV show or movie filmed in New Mexico, you likely remember the dramatic scenery. The landscape becomes another character. Nature is a big part of what makes New Mexico special. Its mountains, rivers, national and state parks, monuments and recreational areas draw in outdoor fans.
“Many people associate New Mexico with solely being a desert, so when visiting for the first time, they’re often taken aback by the breadth of landscapes and the countless ways to recreate,” says AJ Jones, deputy director for New Mexico Outdoor Recreation Division.
Some visitors are so impressed 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 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.
“In 2022, the outdoor economy contributed $2.3 billion to the state’s GDP. It employed 28,475 New Mexicans with $1.2 billion in income. We now rank fifth in the nation for employment growth in the industry.”
AJ Jones, New Mexico Outdoor Recreation Division
Why Outdoor Rec Is Worthy of Investment
“Outdoor recreation is of high value to New Mexicans,” Jones says. “Seventy-six percent consider themselves an outdoor recreation enthusiast, and 70% believe that ensuring opportunities for outdoor recreation is important.”
New Mexico’s outdoors are also significant when it comes to generating dollars for the state. “In 2022, the outdoor economy contributed $2.3 billion to the state’s GDP. It employed 28,475 New Mexicans with $1.2 billion in income,” Jones says. “We now rank fifth in the nation for employment growth in the industry.”
But competition is stiff.
“Often what sets New Mexico apart from some of our neighboring states is the low population density and large expanse of public lands that make it easy to get outside and find solitude in the wilderness,” Jones says.
In 2019, the Outdoor Recreation Division was created to focus on growing the outdoor economy. It offers a robust set of resources, funding opportunities and tools. The division hosts incubator and accelerator programs, and the Outdoor Recreation Trails+ Grant supports projects that enhance communities’ recreation opportunities.
So far, the grant has funded 90 projects, creating 500 jobs. It’s also helped 40,000 underserved New Mexican youth experience transformative outdoor adventures. In addition to improving quality of life, introducing residents to unfamiliar outdoor activities potentially creates new consumers as well as future employees and business owners.
TruFit Wins Adventure Pitch
Outdoor recreation is a growing industry in New Mexico, and the state sponsors an annual Adventure Pitch competition for entrepreneurs wanting to “pitch” their recreation ideas to earn money. The first-place winner is awarded $10,000, while second place wins $3,000 and third place receives $2,000. Tijeras resident Adam White captured first place at the 2022 Adventure Pitch contest with his startup TruFit.
Tell us about TruFit.
My brother, John, and I developed a TruFit app that provides fitness and health and wellness programs for people with intellectual, developmental and physical disabilities. John is a personal trainer who often works with the disabled, and the app provides customized programming designed for each disabled individual.
Can you give an example of the customized programming?
If you are in a wheelchair, you would check boxes on the app that go along with exercises that are categorized as seated adaptive, thereby removing activities like running and rock climbing and anything else that wouldn’t apply to that individual person.
How many customers do you have?
We’re a young company with about 500 customers in our first few months, and we have already partnered with Western Sky Community Care health insurance company in New Mexico, which now offers our program to their Medicaid members with disabilities. We’ve also partnered with Presbyterian Health Plan in New Mexico that offers TruFit to several of their members.
Did you enjoy the Adventure Pitch competition?
I was one of the last people to make the pitch for my company, so I watched most of the other contestants who made great pitches before me. There was no way that I thought I’d win, so I was shocked when it happened.
What do you like about New Mexico’s outdoor recreation scene?
New Mexico has a nice climate, and I like hiking, backpacking and mountain biking because I was in the Scouts growing up. My daughter, Hannah, also loves the outdoors here.
Get to Know New Mexico
Want to learn more about living and working in New Mexico? Check out the latest edition of Livability New Mexico Economic Development.
