Grassroots Outdoor Alliance creates new role focusing on retailer support

Grassroots Outdoor Alliance, the national organization dedicated to the health and growth of specialty outdoor retail, this month unveiled a newly created role — Director of Retailer Development — that will focus on strengthening direct relationships and support for its retailer members. It also announced the hire of Jenni Evertsen, who brings deep experience as an independent retail store owner and operator, to fill the role.

Evertsen will serve as a dedicated point of connection for Grassroots Outdoor Alliance retailer members — building relationships within the organization, identifying where Grassroots members collectively need expertise they don’t have, and creating learning experiences to help retailers achieve their goals.

Her scope will encompass member onboarding, professional growth, learning opportunities, communication between the organization and its members, and most importantly - between the members themselves. She will also lead education programming at the twice-annual Grassroots Connect Show.

“The creation of this new role reflects ongoing investment to better serve our members,” said Gabe Maier, President of Grassroots Outdoor Alliance. “Our retailers are owner-operators who, in many instances, manage every aspect of their businesses. We created this position to ensure that all Grassroots retailer members have a dedicated advocate as they navigate the opportunities and challenges of independent specialty retail. And we’re excited to welcome the right person to lead those efforts in Jenni.”

Evertsen brings 14 years of experience as an independent retail store owner and operator to her new role. During that time, she served on numerous small business boards and contributed to women-owned small business education programs in her network. Most recently, she worked as Specialty Sales Account Manager for Grand Trunk, a Grassroots vendor partner brand, where she supported Grassroots retailers directly.

“I'm excited to step into this new role and support the outstanding retailers in the Grassroots network,” Evertsen said. “My hope is to build a role centered on real connection, bringing retailers the education and resources they need, while always keeping sight of the people behind the stores.”

Grassroots Outdoor Alliance is a retailer-owned network of 100+ independently owned outdoor retailers and 75+ vendor partners, working together for the health and growth of specialty outdoor retail. Through data collection and analysis, direct member support, specialty events and deep vendor partnerships, Grassroots Outdoor Alliance is creating both a vision and roadmap for the long-term success of independent specialty retail. Grassroots Outdoor Alliance also operates Connect, a twice-annual legacy show experience that spans four days, offering an efficient and structured format for retailers to conduct pre-season line showings and business conversations.