Josh Traeger is an entrepreneur, community leader, outdoor enthusiast, military veteran, husband, father, and champion of all things Northern Michigan.  As the Founding Attorney of True North Legal Group, a community-centered law practice based in Traverse City, Josh and his team focus on providing world-class legal counsel to startups and growing small businesses.  True North Legal Group’s “legal subscription” program is the first of its kind in Traverse City, offering founders and executives access to general counsel services at a predetermined monthly price, so that business leaders never have to dread the cost of asking their lawyer for advice.
 
Before launching True North Legal Group, Josh served on active duty in the United States Air Force for ten years, the majority of which he spent as a senior military prosecutor.  In that capacity, Josh prosecuted the military’s most serious criminal cases all around the world, from Korea and Japan to Germany and Italy, and in twenty-eight American states.  After leaving active duty, Josh and his family relocated to Traverse City, where he balances his entrepreneurial ventures with a passion for mountain biking, skiing, and spending time outdoors with his wife, two children, and their adventurous puppy.

Session information

Building a Better Tomorrow in the Industry of “Go”

3:00 PM – 4:00 PM

Outdoor recreation saw a record 168.1 million participants in 2022, marking a modest 2% increase from the previous year but an impressive 17% growth since 2012. Despite this surge, the physical spaces for outdoor activities are not expanding—in fact, they are shrinking due to population growth and climate change.

All Ethos and True North Legal Group emphasize the importance of mindful growth in the outdoor recreation industry. Explore how to foster innovation and introduce more people to nature while ensuring that local communities protect and preserve their cherished outdoor spaces. By reflecting on the past and envisioning a sustainable future, participants will engage in a vital conversation about balancing growth with the preservation of natural landscapes.

Winding Trail

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