“This is just the beginning.”
That’s the mantra I’ve been repeating in the last few weeks as we wrapped up this issue—put it to bed, as they say in the biz. Funny thing is, I’m not a journalist or an editor, nor do I have any publishing industry experience. I’m a marketing strategist and writer who loves the Midwest outdoors, and I want you to love it, too.
Ever have one of those conversations where a lightning bolt strikes, and you wonder why you haven’t been doing this all along? Well, that’s how Midwest Vertical was born. But before we dive into that, let’s rewind.
It all started on a trail run at Cannonsburg Ski Hill. I had just hit the top of Plite’s Peak—elevation marked by a sign—and thought, “That’s some good vertical… well, Michigan vertical.” And like that, the phrase Midwest Vertical popped into my head. Sounded like a great idea for a t-shirt.
Thanks to Mike, I’d been bitten by the t-shirt bug. But this wasn’t just about apparel. It was about giving Midwesterners a platform to celebrate the outdoors. And let’s be real, our outdoors are pretty great. Freshwater lakes, rivers, forest-lined trails, beaches, and even mountains. Yes, mountains! You can surf, ski, bike, hike, paddle—all in one day, if you plan it right.
So, we started designing shirts, brainstorming taglines, and officially launched Midwest Vertical last year as a clothing brand. Our goal? To create a platform for people to recognize and love the Midwest outdoors as much as we do.
The more I followed folks on Instagram and explored new corners of the Midwest, the more I fell for the culture and spirit here. Brave surfers tackling just-above-freezing lake water, trail builders carving out new paths, conservationists preserving our wild spaces—so many real, powerful stories waiting to be shared.
Then came that conversation. Mike and I were, once again, talking about how incredible the Midwest is when it hit: why aren’t we sharing these stories?
In a time when SEO and clickbait dominate, there’s something special, even sacred, about sharing experiences through stories—whether written or visual. Midwest Vertical Journal is here to embrace that storytelling tradition.
The Midwest outdoors isn’t about conquering the highest peaks or the deepest seas. It’s about finding adventure in everyday places and making it your own. This journal is a potluck where we swap stories, learn from each other, and maybe even discover something new. It’s celebrating the real Midwest outdoors, beyond what the rest of the world thinks we are.
Where else can you surf freshwater in the morning and ski by the afternoon? The Midwest has a lot of cool stuff, and it’s time we own it.
Midwest Vertical Journal is a collection of experiences shared with friends, wisdom passed down, and the stories behind local legends. It’s the grit of industry meets the rugged outdoors, all wrapped in that classic Midwestern attitude over altitude: We don’t back down, we don’t wait for perfection, we just get out there and do it.
There are no words to adequately express how grateful I am for your presence and support on this journey and for the people involved in this issue who willingly gave their time and content to help build this. Thank you.
This is just the beginning.
Sara
