First Lite is an industry leader for public lands, wildlife, and sportsmen’s access, and they doubled all donations to TRCP through their Round Up for Conservation Program in recognition of National Public Lands Day

In many respects, the history of the hunting clothing-and-accessories company First Lite is one of those classic stories of a great idea turned into a booming business. What started in 2007 as a two-man show offering only a handful of merino wool garments has grown into an industry leader with a full line of technical hunting apparel for both men and women that now employs sixteen enthusiastic hunters and anglers at their headquarters in Ketchum, Idaho.

Although much has changed in the last eleven years of operations, some things have remained constant—among them a core commitment to the cause of conservation, which is why TRCP is proud to have First Lite as a corporate partner. Like many hunters, co-founders Kenton Carruth and Scott Robinson have long felt an obligation to give back to wildlife and wild places in ways that go beyond the bare minimum of buying a license.

From their base of operations in the Wood River Valley, with views of the Pioneer range out the front door and Bald Mountain out the back, it’s plain to see why. Excellent mule deer and elk hunting can be found right outside of town in the Sawtooth National Forest, and anglers enjoy a variety of opportunities on nearby lakes, rivers, and mountain streams.

In their case, too, conservation makes good business sense. From day one, First Lite has catered to the needs of backcountry hunters, fully recognizing that the future of the company depends on the availability of quality public land opportunities for sportsmen and women. “By surveying our customer base we’ve found that over 80 % of our customers hunt on public lands with over 50% hunting public lands exclusively,” says Carruth. “If we didn’t step up and support our customer, why would they support us?”

Conventional wisdom would likely advise a growing business to shy away from controversy, but First Lite jumps into the fray when it comes to topics like public land transfer. Oftentimes leading the charge is Ryan Callaghan, the company’s full-time Director of Conservation and Public Relations, who has earned a well-deserved reputation as a tireless and outspoken public lands advocate. A Montana native who worked as a river and hunting guide until joining First Lite, Callaghan wants to make sure others enjoy the same opportunities he’s had. “My path hasn’t been traditional in any way,” he notes, “but I certainly wouldn’t be here without working on public lands. There is not a single decision I make today that isn’t rooted in some hard earned lesson guiding and playing on public lands.”

In addition to speaking out on the issues that impact sportsmen and women, First Lite has pioneered an innovative way of encouraging others to join the cause. In 2015, they launched Round Up for Conservation, a program that allows customers to round up the cost of their purchase to a specified dollar amount, with the difference directed to conservation groups such as the Theodore Roosevelt Conservation Partnership, Backcountry Hunters & Anglers, the National Wildlife Federation, and Pheasants Forever.

These good deeds have not gone unnoticed. First Lite’s efforts in the conservation sphere have garnered awards such as the Shift Festival Award for Business Leadership, the Open Country Award from Outdoor Life magazine, and the Larry Fischer Award presented by Backcountry Hunters and Anglers. In the hunting and fishing industry, their brand is second to none when it comes to conservation, which has earned them the attention of the broader outdoor recreation community as well.

Despite this recognition, First Lite continues to improve and expand its efforts to unite sportsmen around issues of habitat and access. The most recent project is a newsletter aimed at bringing more exposure to the work of their conservation partners, TRCP included. In short, they want to carry the flag for the causes they support, while also helping their customers become more informed about the current threats and opportunities when it comes to public lands and waters.

Callaghan boils it all down to a simple principle—doing the right thing. “Long before we ever had a strategy in place, we knew what was right when it comes to public lands and hunter access. We’re lucky that we can use our platform and success as a company to support the things we care so much about.”

Photo credit: DirtMyth