Origin Outside, founded in 2015, specializes in providing marketing solutions for the outdoor industry. Their expertise lies in branding, content creation, digital marketing, and social media management, tailored to help outdoor businesses thrive. By collaborating with clients who share their passion for the great outdoors, Origin Outside creates meaningful connections between brands and their audiences.

Embracing Their Next Adventure

Founders Danielle Kristmanson and MJ Legault were looking forward to the next phase of their journey. While both partners had enjoyed full careers in advertising and were looking to eventually move on to new personal pursuits outside of the industry, they remained interested in leveraging the existing high-growth opportunities in the business and finding a partner that could make the most of that potential and the agency’s well-established, niche expertise. They additionally hoped to find a partner that would continue their legacy of creating meaningful employment opportunities for their talented and experienced team. To ensure a successful transition, Danielle and MJ sought the guidance of Barney, a specialist in helping founders plan and execute their exit, to find the perfect partner that would align with Origin Outside’s vision and values.

A Trailblazing Agency with a Passion for the Outdoors

Origin Outside sets itself apart with its deep understanding of the outdoor industry, innovative strategies, and dedicated team of creative professionals. The agency prides itself on delivering outstanding results for its clients, forging strong relationships, and contributing to the growth of outdoor brands. 

With unique and distinct positioning as a branding, creative and content agency specializing in the active outdoor sport and lifestyle niche, Origin is comprised of team members who are established leaders in the outdoor sport and tourism industries and are sought after speakers, panelists, contributors, board members and thought leaders. The team’s mission is to inspire people everywhere to get outside.

Seeking an Agency Partner to Accelerate Growth

Danielle and MJ’s goal was to find a like-minded agency that shared Origin Outside’s passion for nature and its commitment to client success. The ideal partner would help the agency expand its reach, enhance its service offerings, and amplify its impact within the outdoor industry.

 Discovering the Perfect Partner

The acquisition process led to fruitful conversations with MMGY Global, a strategic buyer who was not only passionate about the outdoor space, but also shared Origin Outside’s vision for growth and excellence. MMGY Global, a leading integrated marketing company specializing in the travel, tourism, and hospitality industries, recognized the value of partnering with an agency focused solely on the outdoor sector. This partnership promises to elevate both MMGY Global and Origin Outside to new heights, creating a synergy that will benefit their clients and the broader outdoor community.

“Origin Outside’s commitment to the outdoor industry and its impressive track record of success made them an ideal candidate for a strategic partnership. We are thrilled to have played a role in connecting them with a partner who shares their passion and vision for the future.”

Mat Cybul, Director at Barney