True North and Beyond
I had never rock climbed, rafted, or heard what True North Outpost was. But in March of 2020, my friend Sydnee invited me to the climbing gym to meet this guy named Nate Alwine. If you’ve met Nate, you know things tend to take off from there.
The gym wasn’t open for public hours, but he gave us time and the freedom to be there. The world felt off and we didn’t know many people in the area, it gave us a little hope. What started as a way to pass time during those strange days turned into something way bigger.
That summer, I joined the True North Outpost crew and started training as a whitewater raft guide. I was a college student at the time, still figuring out my place in the world, and suddenly I was learning to paddle hard, stay strong, and become part of a team that thrived in the wild. But I quickly realized guiding wasn’t the role made for me.
True North Outpost Crew 2021
Someone mentioned I might be great with a camera, so I gave it a shot. I started taking photos of the rapids and group moments on land, and it quickly became clear I was more valuable behind the scenes.
By the next season, I had officially stepped in as Marketing Manager, taking ownership of our content creation, social presence, and growth strategy. I had never ran and marketing channels before, but I was a marketing student at the time and I applied everything I learned, plus plenty of extra YouTube videos.
We focused heavy on social media, with an intention to push toward audiences in Chicago, Milwaukee, and Grand Rapids. I learned how to identify and reach our ideal visitors through the right content, targeted messaging, and location-based strategy. Every post, reel, and caption had a purpose.
For two years, I created original videos across platforms. (You can even see videos of me with purple hair) I tracked what worked and what didn’t, and I tested everything that didn’t. I learned how to use timing, tone, and structure to shape how people interacted with our posts. I paid attention to the small things. I asked a lot of questions, especially to real customers, so I could better shape our caption flow, pacing, music selection, and thumbnail choices. I wasn’t just creating content. I was building strategy.
One of our rafting videos gained serious traction, but it wasn’t by chance. I ran targeted ads focused on our key markets, and the video began getting shared widely within those niche areas. We hit the mark. It wasn’t viral overnight. It was intentional growth. I even recycled content occasionally to test how much of our success was tied to timing, and the answer was clear. Timing matters. The right content at the right moment can completely change the trajectory of engagement. And sitting with my back towards the rapids for the perfect shot was something I was willing to do.
When I started managing True North’s social media, we had just over 2,700 followers. By the time I left in 2023, we had passed 12,000. That kind of growth doesn’t happen by accident. It came from consistency, learning, creative thinking, and building relationships with the right audiences.
Some of the most meaningful work came through collaborations. We partnered with UP Travel and Nick and Andy from Michigan Playground. I was in the raft with them, capturing the kind of magic that hides in the Upper Peninsula. I soaked in every minute and, as usual, asked all the questions. I also had the opportunity to film Tia Trudgeon from TV6 News, who braved icy water for her first whitewater rafting experience. That day made the whole season unforgettable. These projects elevated True North’s presence across the UP and beyond, and I’m grateful to have been a part of them.
In my final year with True North, I launched a recurring campaign called Fueled Fridays, where we paired real Google guest reviews with visuals that captured the energy of the experience. It became a routine, an opportunity to celebrate the people who made True North what it was. Because we were always fueled by them.
By the time I left, I had helped shape a digital presence that reflected the heart of the Outpost. But I also brought strategy, creativity, and a genuine love for what I was working on. I generated growth, built momentum, and captured a story that reached far and wide.
True North Outpost gave me my start. It gave me room to explore my creativity, make mistakes, try new ideas, and grow into a role that didn’t exist before I stepped into it. It gave me confidence in my work and showed me that marketing can be fun, strategic, and energizing all at once.
I didn’t plan to become a content creator. I just said yes to opportunities, asked good questions, and paid attention. True North gave me the space to figure out what I was capable of, and now I carry that mindset into everything I do.
And these memories are some of the best.
