Emily Russell is the only woman to own and run an independent outdoor store in New Zealand. She says adventure is right on our doorstep. 

“I really connect with nature … It’s my happy place.” 

So says Emily Russell, owner of the all-female-run Nelson outdoor store MD Outdoors, who likes nothing better than to be at the top of a mountain. “I love the challenge of going into different environments and surviving, and I love the meditative place it takes you to where it refreshes your soul. I feel most at peace when I’m outdoors.” 

It’s a feeling she wants to share. 

Two and a half years ago Russell, who has a background in business and the movie industry, was looking for a new challenge. The opportunity arose to buy MD Outdoors. She hesitated at first, thinking retail would be a “hard game”, but became hooked on the adventure vibe. Now, she is thought to be the only female owner of an independent outdoor store in New Zealand. 

“I could see straight away there was a massive amount of people looking for adventure and wanting to share those experiences with me. I bought the business right after Covid and people were coming from the place of just wanting to live their lives.” 

Besides a passion for adventure, what was apparent to Russell was the number of people who wanted to get outdoors but needed an extra boost of confidence to know they could do it – and do it safely on their own. 

That, in part, spurred the facilitation of events including beginners’ and mountain safety workshops, women’s outdoor events, a weekly online show giving adventure advice, a social pub gathering for outdoor lovers to meet and the first Nelson Adventure Film Festival, which focused on local people telling local stories. 

“We consider Nelson as adventure central – it’s just an hour’s drive to so many gateways to adventure,” Russell says in reference to Nelson Lakes, Abel Tasman, Richmond Ranges and Kahurangi as well as Marlborough. “I want to give people the confidence to get out there and do what they want to do without being afraid.” 

Russell says that New Zealand is one of the safest places for solo adventuring. She shares her own solo trips with her community and says she has had men and women thank her, saying they’ve been inspired to try it themselves. “I love to see people get out there and do what they dream of doing, not being held back by feeling they are limited. We’ve inspired a lot of people into more adventure, and that’s been really rewarding.” 

While Russell has seen a confidence boost in both men and women, she has also witnessed more women prioritising time for adventure. “There are so many incredible women out there doing amazing adventures and challenging themselves.” 

She notes it’s important not to compare ourselves to other people when getting outdoors. “Comparison is a dangerous thing … you don’t need to copy anyone else – just do what you want to do and start small, because starting small is better than starting nowhere.” 

It’s all about taking the first step, getting out there and building from that, she says. “That’s how I started and now I’m doing way bigger things than I ever thought I would.”   

She points to the science that says nature is good for us. “We live in this busy technology-driven environment where life can be so hectic and full of constant noise. Making time to be out in nature is good for our physical and mental health – and it’s fun,” she says. “We are blessed with such a beautiful country. Exploring in New Zealand is endless and it’s right on our doorstep.”