Roots Rated marks one year in business with site revamp, new hire

Authored By Chloé Morrison

Chattanooga startup Roots Rated, which connects users to the best outdoor experiences across the country, is celebrating its one-year anniversary with a website revamp and a new hire. 

“The name ‘Roots Rated’ reflects our commitment to unlocking authentic local knowledge from grassroots experts,” Mark McKnight, co-founder of Roots Rated and marketing director of outdoor clothing and gear retailer Rock/Creek, said in a prepared statement. “In celebrating our one-year anniversary, we felt it was time to give a new look to Roots Rated. The new identity is flexible, fresh and energetic.”

After becoming discouraged with the lack of information online about recreational activities, local resident Fynn Glover partnered with McKnight, other Rock/Creek leaders and Horny Toad executives to create a tool that guides users to the best outdoor experiences across the country.

“For example, when you search Google for the best hiking in Chattanooga or climbing or whatever sport you’re interested in, you often run into a sea of mediocre search results,” Glover said. “So outdoor enthusiasts turn to people they can trust. Every day, people walk into specialty retail shops like Rock/Creek and ask the outdoor industry’s most important question, ‘Where can I get outside around here?'”

Roots Rated currently serves 37 cities and works with more than 55 local retailers. 

After one year, recent University of Tennessee graduate Jake Wheeler has joined the company as creative director. 

“Our new logo is a mark, which symbolizes the idea of bookmarking a destination or an experience,” he said in a prepared statement. “When it comes down to it, we want Roots Rated to be the tool that people use to discover great local experiences, whenever, wherever.”

Click here to read a story on Roots Rated from October.