One of the fastest-growing segments of the Arkansas economy is outdoor recreation, and that is creating opportunities for innovators and entrepreneurs alike.
According to a recent study by Heartland Forward, a nonprofit think tank in Bentonville, outdoor recreation generated more than $7 billion in gross domestic product in 2023, approximately 2.5% of the state’s GDP. The sector has created jobs, either directly or indirectly, to the tune of more than 68,000.
Those numbers have encouraged dreamers big and small to jump into the outdoor recreation world. Alex de la Fuente and his brother, Jonathan, are diehard mountain bikers, but one of them was always having to film the other doing jumps or other tricks on the bike.
Their solution was to create Hightag, a remote camera system that could capture cyclists on certain parts of trails and then provide access to the images. The idea had so much potential, the de la Fuentes moved from Houston to northwest Arkansas, where mountain biking has boomed in popularity.
“We would always take turns filming each other and just trying to get clips of new tricks that we were trying or any sort of big moments out on the mountain, and it was always kind of frustrating because nobody really wants to stop and to wait on the sidelines to be the camera guy,” Alex de la Fuente said.
“My brother, who has multiple engineering degrees and is a data scientist, created this prototype device that works like an Insta360 camera. It’ll automatically film you, and the unique thing is it also automatically identifies who’s in the shot. It can deliver every video clip to the right athlete.
“We realized as soon as you can crack that nut, that allows you to set up these cameras on-site without the user having to buy their own device.”
Hightag has a goal of $500,000 in revenue for 2026, de la Fuente said.
Passion Play
The startup has raised more than $1 million in investments and improved its technology.
Hightag has 1,500 subscribers — day passes are also available — and 15 permanent cameras set up on trails, most prominently at the renowned Slaughter Pen course in Bentonville. The previous system had users wear a radio frequency ID tag that activated the camera as the cyclist approached; now the camera links to the GPS of the user’s phone.
Hightag and other outdoor rec startups, such as Sturdy Used Gear and Lockstop, participated in cohort workshops sponsored by Startup Junkie and the University of Arkansas’ Greenhouse Outdoor Recreation Program (GORP). Phil Shellhammer, who runs GORP as the executive director of UA’s Office of Entrepreneurship & Innovation, said Arkansas has something for every kind of outdoor enthusiast.
“We have had seven cohorts with 47 companies [since 2021] that have come through those cohorts with a ton of success,” Shellhammer said. “I think what’s interesting is the outdoor rec industry is a passion play for so many people. What’s great about the state of Arkansas is we are a true hub of outdoor rec experiences. It’s a state you can come to to do all kinds of different experiences.”
A love of the outdoors drove Kelsey Miller to start up her own company, Sturdy Used Gear. Miller collects used recreational items — hiking boots, sleeping bags, tents, etc. — and resells them during pop-up events.
Miller has held 14 pop-up events since opening her business in December 2024 after going through a cohort with GORP. Shellhammer said Miller’s business model shows a lot of promise since costs can be a barrier to many participating in outdoor recreation.
“A lot of the goal with having a pop-up is to be able to test the theory without having a whole lot of skin in the game,” Miller said. “It has been really great. It’s been a really awesome way to test the model, get it in front of people, build a little bit of attention and support.
“It’s been a really busy year, but well worth the time.”
Miller said she has gathered approximately 550 items from 43 consignors. Her first year revenue was more than $10,000, and she is beginning to plan the opening of a permanent brick-and-mortar location.
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