Store Solemates: Roads Rivers Trails

Read on to hear more from Bryan about how RRT has deeply embedded itself in the surrounding community and opted to be a business for good.

DERICK: I don't know if I've ever been to Milford, but I've been to Cincinnati.

BRYAN: So, you'll probably venture through Milford at some point. There was an outfitter here before us that closed, and that's part of the reason why we picked this location. 

Milford is also right on the Little Miami River, one of the first National Wild and Scenic Rivers in the area. We're also at a trail junction of 22,000 miles of long-distance trails. 

So, from the sidewalk outside our front door, you could be walking on to the American Discovery Trail, the North Country Trail, the Buckeye Trail…they all converge in Milford. 

For the other owners and me, Milford was a way to come back from hiking the Appalachian Trail (AT). Milford is a trail town.

DERICK: Then I'll eventually do a trail near you, so you'll see me! 

Why don't we go back to how you got on the AT.

BRYAN: I had been on a few road trips with my parents but had very little outdoor experience. And I did some road trips with my best friend, Joe, who’s one of the co-owners of RRT.

We would go cross-country, see national parks, and that's kind of how my appreciation for the outdoors started. Joe was an Eagle Scout, so he's always been super knowledgeable. He had been on backpacking trips and one day said, “you want to hike the AT?” I couldn't have told you how many states, how many miles, or anything. But I said yes. 

Joe guided in Alaska during the summers then and wanted to start in September. So, we did a southbound hike through the winter. All of my friends and family were like, “you have no idea what you're doing.”

DERICK: Sounds like my family.

BRYAN: Yeah, my first day ever backpacking was on the AT...

That then became 170 days. 

It's during that experience that Joe and I talked about how cool it would be to live in this world. So, what about an outdoor store?

DERICK: What year was that?

BRYAN: We hiked from September 2006 to February of 2007.

DERICK: Okay, so you dreamed about opening an outdoor shop. When did you say “okay, this is going to happen”?

BRYAN: When we got back from the AT in 2007, the store that was here before us, Nature Outfitters was still in business. There wasn't the need for another outdoor store in the area. I was also still in college. But when Nature Outfitters decided to close in late 2009, we started talking about it. RRT basically started the same way as when Joe asked me to do the AT and we opened in the fall of 2010. 

DERICK: That’s how it starts. That's how all great plans turn out! 

I have to backtrack a bit. What are your trail names?

BRYAN: I was Iceman and Joe was Tundra Wookie. Tundra Wookie is what they called some of the guides in Alaska. Joe gave me Iceman since we were doing a winter hike and I'm a Marvel nerd.

DERICK: Very cool. I also love the store name, Roads, Rivers, and Trails. Who came up with that? 

BRYAN: Joe had started a blog site named Roads Rivers and Trails for some of our trips and to log adventure updates for his family when he was in Alaska. That name fit our store because we knew that Milford is synonymous with roads, rivers, and trails. It’s perfect for the location and the vibe we wanted to set. 

DERICK: What makes the store stand out?

BRYAN: We know we'd get more foot traffic if we were in one of the big shopping centers or malls. But it was very intentional to be part of an active community where people are getting off the river and coming into the shop or vice-versa. The whole downtown area is awesome: there are unique mom-and-pop businesses, restaurants, bars, and shopping. We wanted to be part of that.

DERICK: How would you describe the store’s atmosphere? Your customers and your employees’ interactions with them?

BRYAN: The best compliment we get is when people walk in for the first time and say it reminds them of a small outdoor store out west. We want to set that true technical trail vibe. 

DERICK: How do you engage with the local community? Are there specific events you do?

BRYAN: We’re in the community as much as we can be. To start, we're a 1% for the Planet member, which means we have a dedicated giveback to our community. All three RRT owners are active board members. I'm on the board of Valley View Nature Preserve right up the street. 

We also look for collaborations not just to raise money, but to attract more people to local nonprofits or to get them out on trails. We like to create a stewardship mentality and provide the opportunity to others. 

Whatever the initiative is, it can never be sales driven. It's just all about how we can work with the local (or national) organization to best amplify their message.

DERICK: You mentioned how you give back to the trail. Can you talk a little more about that?

BRYAN: Just giving back to what has shaped us.

We know that we’re responsible for protecting these resources and educating others how to, as well. The stuff that we do at Valley View, for example, on the river is super important to us. Once you do a river cleanup, your connection with and appreciation for the river is so much greater. 

DERICK: Tell me more about the people that work at the store. 

BRYAN: They are 100% outdoorsy and they’re always educating people about the outdoors. One of the things we ask for when hiring is an adventure resume. 

We’ve built a team where even if someone graduates or picks up other jobs, they want to stay a part of our family. We’re fortunate as a retail store, that when a customer comes in, they see a familiar face pretty often.

We also want to set a standard that every customer will talk to an expert and get the best help from someone who can relate to them. I learned three important things about working at a shop like this from Woody, a footwear buyer at J&H Landmark down in Kentucky: kindness, professionalism, and passion. 

DERICK: You’ve mentioned the role a footwear retailer plays in the local community and beyond. Will you please expand? 

BRYAN: I think footwear is most people's first touch point with getting any technical gear and can make - or break a trip. We know that if they don't have a good first experience, chances are they won’t go out and do it again. We’re setting expectations, we’re teaching, we’re telling brand stories, and we’re trying to inspire. 

DERICK: I love that you have a mission to help people connect with the outdoors and you tell other stories from the brands you carry. 

BRYAN: We have to know that we're equipping our customer with something that's going to work outdoors. We also have a company initiative for our inventory to be as responsible as possible. Meaning sustainable and community centered. Oboz Footwear is one of our favorite partners for that reason, not in just a business sense but also as a responsible manufacturer. We are trying to get our B Corp certification right now; Oboz has their B Corp certification, and this helps us to understand the brand’s values. Knowing that our values align has been really key in our partnership.

DERICK: This is great. You made my job easy here. I look forward to hanging out with you guys.

BRYAN: Appreciate it. Derick, nice to meet you.

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