This week on The Outdoor Adventure Lifestyle Podcast, Rick sits down with Jason Reckers, a long-time force behind the scenes at the Adventure Travel Trade Association (ATTA). Jason shares his journey from building tech startups in California to becoming COO at ATTA and now, his new mission to build connections between travelers and responsible tour operators through exciting projects like Adventure.Travel.
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Show Notes
How a Free Lunch Changed the Course of My Career (Seriously)
What Happened (Personal Story):
Picture this: I'm sitting in a random California lunch spot, just expecting a free sandwich. I’d been doing some web development work, helping businesses slap together websites during the FrontPage era (yeah, that old-school).
Next thing I know, I'm getting pitched by two guys with big dreams and zero dollars about reviving this global Adventure Travel Trade Association. They needed a website, and in return? They’d buy me lunch.
Was it logical? Nope.
Was it exciting? Absolutely.
I had spent years going to sterile tech conferences where unless you were knee-deep in code, you were invisible. But this adventure travel crowd? They were warm. Welcoming. Passionate. People who actually made eye contact and talked about things like culture, conservation, and sleeping under the stars (not just server downtime).
So I said yes. And twenty years later, here we are.
Principle:
Here’s the thing I learned: It’s not about being the “most adventurous” or having a perfect résumé. The outdoor adventure industry thrives on real relationships and a shared belief that travel should mean something—to the traveler and the planet. You don’t need to summit Everest to belong. You just need to show up, be open, and give a damn.
Transition (Problem Identification):
However, most people believe they need to have a grand, rugged origin story to break into this space or make a mark. They wait for “enough experience” or the “right time” to get started. Meanwhile, they miss the magic of community, connection, and purpose that th
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