Tana Hoffman Cook

Outdoor lifestyle expert, entrepreneur, adventure coach, and creator of The Backcountry Effect™.

I help high-performers discover why the outdoors might be the missing piece to stronger leadership, deeper connection, and a more fulfilling life.

YOU MAY HAVE SEEN ME IN…

Hi, I’m Tana

I spent my twenties making choices that didn’t make sense on paper but somehow kept leading me exactly where I needed to go.

I was supposed to do something serious. I studied economics. I thought I’d work for the UN, make an impact on a global scale, follow the traditional path to success. But every winter, I kept finding myself back in the mountains. Alaska. New Zealand. Colorado. Jackson Hole. I told myself I was figuring things out, but really, I was getting pulled deeper into something I couldn’t ignore.

At some point, I stopped fighting it. I stopped treating the mountains as a detour from my “real life” and started organizing everything around them. I got serious about backcountry - learned avalanche safety, started snowmobiling, pushed into bigger, more remote terrain.

And something unexpected happened: the mountains started making me better at everything else.

I got sharper at risk assessment. I built deeper relationships because I needed trusted partners. I became more strategic about my career because I wanted the freedom to chase powder. I got physically stronger because the terrain demanded it. The outdoor commitment wasn’t taking from my ambition - it was amplifying it.

Since then, I’ve founded two companies (one venture-backed), become a sponsored athlete, taken the stage at SXSW, and been recognized on the Forbes Next 1000 list. But more importantly, I’ve helped hundreds of people discover what I did: when you optimize your life around building resilience outdoors, everything else gets better.

I call it The Backcountry Effect™, and I’m writing a book about it. I also work one-on-one with people ready to transform their confidence, decisions, and lives through outdoor commitment.

The Backcountry Effect™

The Backcountry Effect™ is what happens when you stop treating outdoor pursuits as hobbies and start organizing your entire life around them. When you commit to something that requires your body, your judgment, and real consequences - it transforms everything: your career decisions, your relationships, your confidence, your sense of what’s possible.

Take the Assessment

In case you need to hear this today…

The ‘settle down’ timeline isn’t universal. And you’re not behind.

I’m in my late 30’s. And the world’s expectations of me are clear:

More responsibility. More savings. More growth.
Less risk. Less play. Less “selfish” choices.

I am growing - just not in the direction they expected.

For me, adventure isn’t a phase. It’s what fuels everything else: my clarity, my ambition, and how I give back to others.

So I am being responsible. Responsible to the life I actually want.

PSA to all the 30- and 40- somethings out there “still living like you’re 20” (as if it’s a bad thing…)

Your version of growth is valid. Even if it doesn’t look like theirs.

Podcast Appearances

Listen to conversations about outdoor commitment, building community, and designing life on your own terms.

2023

Tarin
It Up
Podcast

Finding Community

Tarin and Tana talk about the importance of finding your people in the outdoors an the launch of the ILLA app.

2023

I Want to
Do That! Podcast

Snowmobiling

Tana shares how she got into backcountry snowmobiling and gives Candice and her listeners tips to get started.

2022

Discussion Combustion Podcast

Adventure Mindset

Kevin, Arthur and Tana discuss daily rituals and mindset tools we use to overcome challenges.

2022

The Jackson Hole Connection

Living Adventurously

Tana tells Stephen about how having adventurous parents hard-wired her to move fast and take chances.

2020

Fly Fishing Insider Podcast

Outdoor Inclusivity

Tana and Christian discuss the barriers facing women in outdoor sports and how we can improve accessibility.

2020

Small Town Business Podcast

Community Building

Tyson asks Tana about the origins of Mountainist, her women-focused outdoor gear and rental shop.