Outside’s Insider: Nate Huizenga on Scrappy Growth, Authentic Partnerships, and the Future of Outdoor Rec Tech

When it comes to building something new in the outdoors industry, few paths are straight. For Nate Huizenga, now leading partnerships and ambassador programs at HuntWise, the journey has been defined by taking leaps of faith, learning by doing, and staying scrappy in a space dominated by bigger players.

From rugged hardware startups to scaling one of hunting’s leading mapping platforms, Nate’s story is about more than just apps and acquisitions. It’s about how authentic partnerships, brand storytelling, and the right technology can open the outdoors to more people.

From Startup Coffee Makers to Hunting Maps

After college, Nate took a chance—moving to Colorado without a job, then later joining a small Grand Rapids startup designing “the Yeti of Keurigs” for job sites and the outdoors. He cut his teeth in product development, customer service, and global manufacturing trips, learning what it meant to build something from scratch.

That experience launched him into the world of Sportsman Tracker, the company behind HuntWise. Walking into the ATA trade show on his first day, Nate was reintroduced to hunting—an activity he hadn’t pursued since high school—and discovered how digital tools could reshape an age-old tradition.

Building HuntWise: David vs. Goliath

When Nate joined in 2019, HuntWise was just seven people. They weren’t first to market—OnX already had years of head start and tens of millions in funding—but HuntWise leaned on a different mantra: “pressure is a privilege.”

Instead of chasing every shiny feature, the team focused on core value: helping hunters optimize their time outdoors. With weather-based algorithms, educational video series, and authentic partnerships, they carved out a unique space in the market.

That scrappy approach worked. By 2021, HuntWise was acquired by Kalkomey, a leader in online hunter education and safety certification—creating a natural bridge from “getting certified” to “knowing where and when to hunt.”

Partnerships That Work: Educators Over Entertainers

In the world of hunting ambassadors, Nate sees two archetypes: entertainers and educators. Entertainers can capture attention, but educators like John Dudley bring authority, credibility, and lasting influence.

HuntWise leaned hard into educators, not just for endorsements but for authentic, two-way partnerships. By taking the content burden off ambassadors, Nate’s team was able to leverage trusted voices in performance marketing while also providing long-term value for both brand and partner.

His biggest lesson? Clear communication and expectation-setting. Successful partnerships aren’t about a single shoutout—they’re about planning, creating reusable content, and aligning on shared goals.

The Bigger Picture: Time, Access, and the Future of Hunting

At its core, HuntWise is about optimizing time outdoors—whether that’s helping a hunter decide which stand to sit in or making sure precious PTO days aren’t wasted. That mission ties closely to broader trends across recreation technology:

• LandTrust opens access to private lands at scale, giving hunters secure, bookable opportunities.
  
• OnWater helps anglers know when and where to fish.
  
• Mapping, game cams, and AI-driven tools are moving from search engines to answer engines—helping people ask, “How do I hunt this property on Saturday?”
  

Nate sees technology not as a shortcut, but as a way to lower barriers to entry for new hunters, preserve opportunities as land ownership shifts, and ultimately ensure that hunting remains viable for future generations.

Closing Thoughts

Nate’s journey—across startups, acquisitions, and the front lines of hunting tech—offers a simple takeaway: success comes from being scrappy, staying focused on your true value, and building partnerships rooted in authenticity.

For the hunting industry, the opportunity is bigger than one app or platform. It’s about making sure every hunter, whether seasoned or just getting started, can spend their limited time outdoors more effectively, more safely, and more meaningfully.

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