Grassroots Outdoor Alliance Names VP

Grassroots Outdoor Alliance, the national organization working for the health and growth of specialty outdoor retail, has named Dana Howe as Vice President.

The new role is an expansion of Howe’s previous work as Director of Membership and Education, which she has held for more than two years.

Howe’s expanded role includes oversight of organizational communications with the Grassroots community, engagement in strategic organizational initiatives and collaboration on internal team dynamics and leadership with Gabe Maier, president of Grassroots Outdoor Alliance.

“While the growth of interest and membership in Grassroots Outdoor Alliance is certainly a strong positive indicator for the health of the broader outdoor industry, it’s also a testament to the people who make up our community and keep it all moving forward,” said Howe. “That spirit of connection makes Grassroots a truly unique organization, and I look forward to our work together in the coming years.”

Maier added, “As the independent specialty outdoor marketplace continues to grow and evolve, Grassroots is matching those positive changes with a few staffing adjustments of our own. While Dana’s promotion is great news for the Grassroots organization, it’s also great news for the specialty retail community, as her knowledge, energy and dedication are assets that we will all continue to benefit from.”

Howe joined Grassroots in September 2015 as retailer relations manager before being elevated to Director of Retail Membership in July 2020. Prior to that, she held outdoor industry management roles with Stonewear Designs/Great Trango Holdings and Elevation Outdoors magazine.

Howe’s experience includes service as an Outdoor Industry Association board member (2018-2021), as well as graduation from the Skip Yowell Future Leadership Academy (2017). She is a member of the Camber Outdoors Allyship Program, and she completed its Mentorship Program in 2015.

In her local community of East Ridge, Tenn., Howe serves on civic boards including the City of East Ridge Planning Commission (Vice Chair), City of East Ridge Camp Jordan Park, Sports & Recreation Expansion and City of East Ridge Centennial (Chair).

For more information on Grassroots Outdoor Alliance, go to