In his 13 years at the Boulder Outdoor Survival School (BOSS), Josh has climbed up the ranks from student to apprentice to instructor to marketing director and, in 1997, to CEO/owner of the company. BOSS is a wilderness school that specializes in teaching adults traditional living and primitive survival skills. Courses take place in Utah, Colorado, Arizona, Canada, and Mexico, and vary from 1 to 28 days in length."All of our courses somehow address the values of traditional technologies and the wisdom of indigenous cultures. We show people how to do more with less," says Josh.
During his tenure at BOSS, Josh has played a critical role in the company's media exposure and growth, including time on-camera with television programs ranging from MTV's Road Rules to NBC News with Tom Brokaw. In conjunction with the release of Charlie's Angels, Josh went into the field with Cameron Diaz, Drew Barrymore, and Lucy Liu for a Marie Claire magazine adventure. In July 2001, Josh trained the contestants of NBC's newest reality show, LOST, for their adventures around the world. (Watch for him on the show's premiere on September 5th).
In addition to the publicity he has received from his work with BOSS, Josh is a well recognized leader and entrepreneur in the outdoor industry. Between 1995 and 1998, he served as the publisher and editor-in-chief of The Outdoor Network, an international trade publication and online resource for outdoor professionals. He sold the business in 1998. In 1997, Josh created Outdoor ProLink—the outdoor industry's first consolidated professional-purchase program. The business was acquired in 1999 by PlanetOutdoors.com, a specialty sports e-commerce company based in Boulder, Colorado (which was later acquired by MVP.com).
As a photographer, Josh's publishing credits include USA Today, Forbes, Men's Health, Self, Marie Claire, Men's Fitness, Outside, and Backpacker magazines. He has also had several private showings in galleries from Los Angeles to the Hamptons.
Though Josh's responsibilities in the office keep him quite busy, he loves to travel, spend time outside, and push himself in the field of survival. Two years ago he was in the Amazon doing recon for future BOSS courses. For 7 days, he decided to become "one with the jungle" and avoided using modern gear like bug spray or water filters. Three months after his arrival home, he finally fought off the last of the parasites that came with that experience.
In His Own Words
The Job
"As a result of our relationship with certain movie and television studios (Cast Away, LOST, Charlie's Angels), BOSS is experiencing a growth phase that is both exhilarating and challenging. We are a privately held company, which is very entrepreneurial in nature, so that requires certain skills. At the same time, we offer a wilderness experience that is the epitome of ancient wisdom, which requires sensitivities and respect for our past. Blending and balancing the two is my main job. Some days, I focus on marketing, brand awareness, and expansion. Other days, it's time to get in the field and work on our curriculum, staffing needs, and the relationship we have with traditional cultures."
How He Got There
"I came to BOSS as a student in 1988 when I was 17 years old. I was hooked immediately and came back for more. I returned over the next few years as an apprentice, then an instructor, then marketing director. Although I've been full-time at BOSS for almost 7 years, it definitely helps that I can think back to courses 13 years ago.
"One advantage I had in getting a job at BOSS was that I knew what wanted I at a young age: to work in the outdoor industry. I researched what certifications and experience I would need and began getting those. Since BOSS required in-the-field experience, I signed up for some courses as a student. Over the years, as my role at the school has evolved with the school's growth, I've sought the knowledge and skills necessary to continue being effective."
How to Get His Job
"My advice to people who want to work in this industry is to be persistent and creative. A lot of outdoor companies need good help, but can't always afford it. In order to convince the owner of BOSS that I could contribute to the school, I took the job for no pay. As I succeeded in proving my value, he was able to pay me. Granted, that's an extreme tactic for getting hired, but it can work."
Pros
"Sharing my passion for what we do and seeing people experience the power and magic of a BOSS course."
Cons
"Nothing outside of the normal entrepreneurial experience: hard work, long hours, and the constant challenge to attract clients, communicate our mission, and improve our operations every year."
His Dream Job
"I think I have it now."
Do you think there's any danger in your passion becoming your career?
"It can be trying at times. But, after 7 years of many, many long weeks, I still enjoy every minute of it. The tough times just make the fun times that much more enjoyable."
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