Paul Hendricks grew up exploring the dunes, forests, and lakes around Holland, Michigan, and somewhere along the way turned that passion into a career protecting them. As Executive Director of The Conservation Alliance, he’s one of the most influential voices in the country on what it actually looks like when business gets serious about the outdoors.

Paul has spent 15 years figuring out exactly that. From building advocacy and climate programs at Patagonia and Rivian to equipping the next generation of leaders at UC Berkeley and the University of Colorado, he’s seen what works. At the Michigan Outdoor Summit, he’ll share why access to nature matters, what’s at stake for Michigan’s outdoor economy, and how brands, organizations, advocates, and outdoor enthusiasts can all get involved.