What We Learned from Pitch + Pine
Growing Michigan’s Outdoor Entrepreneurship Together
When we dreamed up Pitch + Pine, we wanted to create something different from the usual pitch competition. No bright stage lights, no pressure-packed five-minute countdowns — just a group of passionate outdoor founders connecting with real people, in real conversations, surrounded by the very environment that inspires their work.
That vision came to life this fall under the pines at Timber Ridge Resort, during the Michigan Outdoor Summit, co-hosted by Heart of the Lakes and Grove Community Incubator. Ten incredible companies set up their booths among the trees, sharing everything from handmade surfboards and modular camp gear to adaptive technology and sustainable skincare.
The energy was electric — and so was the feedback.
🌲 What Worked
1. Real Conversations, Real Connections
Several founders told us this was the first event where they walked away not just with sales leads, but with real community connections.
“Our goal wasn’t to win — it was to have great conversations, and that happened in spades.”
That’s exactly what we hoped for. The open, conversational format allowed judges, attendees, and founders to connect naturally — often leading to new partnerships, creative ideas, and moments of inspiration.
2. Diversity of Ideas
From electric off-grid stoves to weighted sand anchors to accessible navigation tech, the ideas shared reminded us how broad and dynamic Michigan’s outdoor economy has become. Judges praised the mix of early-stage dreamers and scaling companies — and the shared grit behind them.
3. Community Over Competition
Many participants appreciated that Pitch + Pine didn’t feel cutthroat. One judge put it best:
“The energy felt like a maker fair meets an entrepreneurial campfire.”
🪓 What We’ll Do Better Next Time
We learned a lot — and we’re taking notes for the next one.
1. Clearer Communication and Visibility
We heard loud and clear that participants wanted more clarity about prizes, promotional assets, and next steps. Next year, we’ll publish a clear prize package, send finalist graphics and press kits early, and ensure every business gets the spotlight they deserve through post-event media and backlinks.
2. Time and Flow
The day stretched longer than expected. Founders poured themselves into conversations — which was wonderful — but it made for a long haul under the October sun. In 2026, we’ll tighten the schedule and better align the Pitch + Pine flow with the Summit sessions so founders can also participate in workshops and panels.
3. Judge Feedback and Public Recognition
Participants wanted to hear more from the judges — what they noticed, what they loved, and where they saw room for growth. We’re now compiling anonymous judge notes into individualized feedback for each participant. And next year, we’ll build in a structured “debrief” window and public announcement moment for the winners (complete with a trophy and press release — promise).
🌞 The Spirit of Pitch + Pine
For a first-year experiment, Pitch + Pine exceeded every expectation. It reminded us that entrepreneurship isn’t just about pitching ideas — it’s about belonging to a community that helps those ideas grow.
We’re deeply grateful to our finalists, judges, and partners — especially Heart of the Lakes, whose support made it possible to nestle this event within the Michigan Outdoor Summit. And to everyone who braved the weather, hauled gear, or lent a hand: thank you for helping build something worth growing.
Stay tuned for next year’s announcement — we’ll be back under the trees, wiser, better organized, and even more inspired by the power of Michigan’s outdoor innovators.
Meet the 2025 Pitch + Pine Finalists
🪵 Kimberlite — Grand Rapids, MI
Designers of modular outdoor gear that lightens, organizes, and elevates the camping experience. Their flagship product, the Tree Table, straps to a tree at working height and integrates with an expanding ecosystem of accessories—making it the centerpiece of any campsite.
🐕 Keep It Cush — Traverse City, MI
Makers of sustainable, washable, and stuffable dog beds built for pups who adventure as hard as their humans do. Keep It Cush combines Michigan-made craftsmanship, original outdoor-inspired prints, and eco-friendly materials to keep comfort and conscience aligned.
🔥 Lectric Boil — Detroit, MI
On a mission to revolutionize off-grid cooking and portable power, Lectric Boil developed a battery-powered induction stove that’s clean, fast, and built for outdoor enthusiasts. Engineered and assembled in Michigan, it’s a breakthrough in electrified outdoor cooking.
🎨 Valor Skincare — Traverse City, MI
Skincare designed for the elements. Valor makes natural, functional products for outdoor enthusiasts who value health, sustainability, and stewardship—proving that caring for your skin can also mean caring for the planet.
🌊 Migration Supply Co. — Holland, MI
Building culture and community through freshwater surf. Migration Supply crafts custom surfboards and gear designed for Great Lakes conditions, expanding access to water-based adventure while advocating for safety, access, and clean water.
🐚 Sand Baggage — Traverse City, MI
Inventors of the patent-pending beach security system “secured by sand.” This two-part locking bag uses the weight of sand to keep valuables safe while you swim or explore—turning Michigan’s miles of shoreline into safer, more carefree playgrounds.
🕶 Daylight Brand — Kalamazoo, MI
Creators of adventure-inspired apparel that helps people proudly wear their outdoor passions. Daylight’s original designs celebrate everyday adventurers while supporting nonprofits and local organizations that build outdoor community.
🦮 Tappy Technology — Detroit, MI
A smart city accessibility platform helping people with disabilities and older adults navigate public spaces with confidence. Tappy Guide combines navigation tech and live human support to make outdoor recreation more inclusive for everyone.
🐾 Flabocce — Traverse City, MI
A Michigan-made outdoor game that turns any patch of ground into a playground. Portable, colorful, and addictive, Flabocce brings people together through friendly competition—and proves that great outdoor fun can be built right here in Northern Michigan.
🏕 Kona Hills Campground — Marquette, MI
An 80-acre Upper Peninsula destination overlooking Lake Superior, Kona Hills is building a new model for community-rooted outdoor recreation. Their next big step: a first-of-its-kind “ice farming” initiative to make winter climbing accessible and reliable year-round.
🌿 Five Takeaways for Founders from the Pitch + Pine Judges
Our panel of judges—each bringing years of experience in product design, outdoor retail, investing, and entrepreneurship—shared rich insights that every founder can learn from. Here are five recurring themes that stood out:
Lead with the “why” before the “what.” Several judges noted that great pitches start with a clear, relatable pain point or purpose. Help people understand why your product matters before you explain how it works.
Clarity beats complexity. Whether you’re selling a product, technology, or experience, make it easy to understand in 30 seconds or less. Simplicity builds trust and helps your story travel.
Brand storytelling matters. Judges consistently praised companies that connected their mission, visual identity, and customer experience into a cohesive story. Authentic branding—rooted in place, people, and purpose—can be just as powerful as your product.
Traction tells a story of its own. Even small milestones (preorders, partnerships, early adopters) help demonstrate that your idea has momentum. Evidence of real-world engagement speaks louder than projections.
Design for both form and feeling. The best booths and products didn’t just look great—they invited interaction. From layout to packaging to tone, consider how people experience your brand in person.
🌲 Special Thanks
Pitch + Pine would not have been possible without the insight and generosity of our judges and partners:
Judges
Eoin Comerford, CEO of Moosejaw and longtime advocate for Michigan’s outdoor industry
Katie Cruickshank, Head of Sustainability & Impact at Public Thread, connecting design and circular manufacturing
Brad Bickle, Outdoor industry advisor and entrepreneur, bringing decades of product development expertise
Christa Brenner, Co-founder of Woods & Water Strategies, helping businesses connect recreation and conservation
Joe Thiel, CEO of Innovate Marquette SmartZone and founder of Switchback, a national outdoor entrepreneurship summit
Katie Doherty, MSU Research Foundation, supporting innovation and investment across the state
Partners
Heart of the Lakes, for inviting us to root Pitch + Pine within the Michigan Outdoor Summit and helping grow a truly statewide outdoor economy
Timber Ridge Resort, for opening their trails and pines to hundreds of attendees and entrepreneurs
And most of all, thank you to the founders who brought their ideas, grit, and creativity to the woods.
We’re already thinking about what’s next—and how to make future Pitch + Pine events even stronger, more inclusive, and more connected to the growing outdoor innovation community here in Michigan.
🌾 Stay Connected
Pitch + Pine is just one part of a much larger movement to grow Michigan’s outdoor innovation ecosystem — and we’d love for you to be part of it.
Here are a few easy ways to stay connected:
Follow Grove Community Incubator on LinkedIn and Instagram for event recaps, founder stories, and future opportunities.
Join the conversation at our weekly Office of Possibilities gatherings — every Tuesday morning in Traverse City (and online for friends around the state).
Subscribe to Grove’s newsletter for upcoming event announcements, open calls, and stories of Michigan founders doing meaningful work.
Partner with us — we’re always looking to collaborate with organizations, funders, and communities building a more inclusive, resilient outdoor economy.
See you under the pines (or maybe on the trails) next time. 🌲
