What began as a celebration of Colorado’s love for the outdoors became a powerful conversation about leadership, innovation and the economic engine that fuels the state’s identity. On October 22, 2025, at the Denver Museum of Nature and Science, business and community leaders gathered for the Colorado Business Roundtable’s signature event, View from the Top: The Business of the Great Outdoors.

The sold-out breakfast explored how Colorado’s outdoor industry, often viewed through the lens of leisure and lifestyle, is in fact a cornerstone of the state’s economic engine. From mountain resorts to apparel brands to sports innovation, the discussion revealed a shared theme: business leaders are not just selling adventure; they are driving growth, technology and purpose.

“Colorado’s outdoor recreation economy is a powerful force shaping our state’s future,” COBRT President Debbie Brown told the audience. “It contributes $17.2 billion to Colorado’s GDP, supports over 132,000 jobs, and represents the creativity, collaboration and entrepreneurial spirit that define this state.”

Business Leaders in Conversation

Moderated by Robin Thurston of Outside Interactive and convened in partnership with Conor Hall of the Colorado Outdoor Recreation Industry Office, the panel featured a powerhouse lineup of industry leaders: Jared Smith, CEO of Alterra Mountain Company, Jody Churich, COO and SVP of Destination Resorts at Vail Resorts, Jen McLaren, Global Brand President of Altra Running, and Jeremy Bloom, CEO of X Games.

Each brought a unique perspective on leading through change in an industry deeply tied to nature and increasingly influenced by technology and consumer expectations.

“We have all the challenges of normal businesses,” joked Jared Smith, “plus the seasonality, plus Mother Nature, who’s not a great business partner and inconsistent at best.”

Smith’s comment drew laughs but underscored a serious point. The outdoor industry is managing complex dynamics such as weather, global travel and shifting consumer habits while continuing to invest in new experiences. Alterra’s major expansion at Deer Valley Resort is one example, adding thousands of acres of terrain and new infrastructure that reflect confidence in the long-term demand for outdoor recreation.

Technology, Access, and the Next Generation

Panelists agreed that innovation is reshaping every part of the outdoor experience, from the way visitors plan trips to how products are designed and how sports are judged.

At Vail Resorts, Churich described how technology is helping streamline the guest experience and remove barriers. “Our goal is to make it easier, more personal and more connected to why people love the mountains in the first place,” she said.

Jeremy Bloom, a Colorado native and former Olympian, discussed how artificial intelligence is transforming the X Games and competitive sports. “We’re bringing AI into sports to make competition fairer,” he said, explaining how machine learning tools are helping judges evaluate performance with greater accuracy.

Meanwhile, Jen McLaren highlighted a human trend that is powering growth for Altra Running: community. “Run clubs are the new dating apps for twenty-somethings,” she said. “People want to get off screens and be together again, and the outdoors is where they are finding that connection.”

Purpose and Stewardship

While innovation and technology took center stage, so did purpose. Leaders spoke about balancing growth with stewardship and recognizing that the health of Colorado’s economy is inseparable from the health of its natural environment.

Brown framed it in her opening remarks: “Colorado’s business community understands that preserving our quality of life isn’t separate from competitiveness. It is part of it.”

Panelists echoed that sentiment, emphasizing investments in workforce housing, sustainable tourism and access to outdoor opportunities for all Coloradans. The conversation reflected a shared belief that when business leads with both profits and purpose, the entire state benefits.

A Growing Coalition

For COBRT, View from the Top is more than an event; it is an active example of what happens when business, education, nonprofit and government leaders come together to tackle shared challenges.

“This is what the Colorado Business Roundtable does best,” Brown said. “We convene leaders, spark meaningful conversations and advance solutions that strengthen Colorado’s economy and quality of life.”