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A New Mexico business alliance is lacing up its boots for a comeback 鈥� and this time, it has a new name and a renewed push to support the small players powering the state鈥檚 $3.6 billion outdoor recreation industry.

The nonprofit business alliance formerly known as EndeavOR New Mexico has rebranded and relaunched as the New Mexico Outdoor Recreation Business Alliance, or NMORBA. After losing steam over the past couple of years, the alliance is bouncing back with sa国际传媒官网网页入口鈥檚 Tavis Malcolm at the helm as executive director.

To be chosen for the position is 鈥渞eally special,鈥� said Malcolm, also the founder of outdoor gear company Morrison Outdoors. Roughly one year ago, Malcolm and his business were featured on the popular ABC series 鈥淪hark Tank,鈥� and a famous investor offered him a deal that fell through after filming.

Malcolm said he鈥檒l never forget his once-in-a-lifetime appearance on television, though it now feels like an eternity away, he said. The exposure gave the business a record sales boost, as well as provided the kids-oriented company insight into untapped demand for adult products, which Morrison Outdoors will be expanding into with new releases this fall.

But right now, he鈥檚 all in on NMORBA and giving the state鈥檚 small outdoor recreation businesses their shining moment.

鈥淚t鈥檚 really an honor to get to represent these businesses. I mean, these are people (who) I really respect and really cherish,鈥� Malcolm said. 鈥淚 don鈥檛 think most people understand how hard it is to do what they do every day, and I want to try to find ways to give back to them and make their life easier.鈥�

The alliance鈥檚 original iteration, EndeavOR New Mexico, launched in 2020, aiming to expand the state鈥檚 outdoor recreation economy, engage the outdoor recreation community and enhance the Land of Enchantment鈥檚 outdoor offerings.

The effort fizzled out in recent years, partly due to a lack of fundraising and, in Malcolm鈥檚 view, the organization biting off more than it could chew by trying to do too many things at once. The alliance鈥檚 membership, which had at one point climbed to as many as 100, felt as though they weren鈥檛 getting a fair return on their investment 鈥� an annual fee of $99.

Today, the alliance has roughly 25 members. But with a renewed focus, Malcolm is hoping to increase recruitment 鈥� potentially through earning back the buy-in of past members but primarily by supporting and welcoming those new to the state鈥檚 outdoor economy.

鈥淭hese are small businesses that come and go in high numbers, so we want to try to attract the new ones and help them get a footing so that they can last long term,鈥� Malcolm said.

The relaunch comes about two months after new federal data showed the economic impact of New Mexico's outdoor recreation industry had grown to $3.6 billion in 2024, up from $3.2 billion in 2023. But it also comes at a time when challenges are mounting for small outdoor recreation businesses, Malcolm said.

One of the enduring challenges, Malcolm said, is tariffs under the Trump administration and the extra costs they have passed along to businesses selling goods made outside the United States. For Morrison Outdoors, which currently has its products made in Cambodia, more than half of its annual profits have gone toward tariffs and higher costs across the board.

Members of the alliance have also told Malcolm that skyrocketing insurance rates are a problem. One member, an off-roading side-by-side business, could not hold one of its annual events this year because of 鈥渁stronomical鈥� insurance costs, he said.

鈥淭hey have every challenge in the world facing them right now,鈥� Malcolm said.

Part of NMORBA鈥檚 focus will be lobbying for policies that are supportive of the state鈥檚 small outdoor recreation businesses.

Malcolm spent this year鈥檚 Outdoor Recreation Day at the Roundhouse, informally introducing NMORBA to legislators and lobbying them to pass a gross receipts tax holiday for outdoor goods. The bill died in committee this year, but Malcolm said he and the organization will be gunning for a new version of the bill next year, along with 鈥渋nherent risk鈥� legislation that would cap the liability costs placed on businesses.

But what Malcolm considers one of NMORBA鈥檚 most important focuses is putting money and resources directly in the hands of its members. One of the first ways the alliance is doing that is through its Meta Marketing Microgrant program.

The recently launched program offers a $250 reimbursement for Meta marketing on platforms like Facebook and Instagram. The program, currently seeking a lead sponsor and applications, will release two grants every month.

The program is modest, as a result of a 鈥渟uper limited鈥� budget, Malcolm said, but he also said it鈥檚 the first step of building NMORBA into an alliance 鈥渢hat gives back more to its members than it takes.鈥�

鈥淚f you鈥檙e just starting out, you might do that 250 bucks and generate a couple more clients, which you didn鈥檛 have before,鈥� Malcolm added. 鈥淚 understand that $250 isn鈥檛 going to make or break anybody鈥檚 year, but I also know that every single penny counts.鈥�

Kylie Garcia covers retail and real estate for the Journal. You can reach her at kgarcia@abqjournal.com.