WE ARE ALTRU OUTDOORS
Since the very first day we met over 20 years ago, we dreamt together about epic outdoor adventures and our shared entrepreneurial spirit. Early into our marriage we explored North America, living out of a Honda Element for 4 months and driving over 11,000 miles in the process. It was on this trip where the seeds for entering the Outdoor Industry were planted.
Altru Outdoors is deeply rooted in our faith. We believe we're not here on this earth for our own benefit, but rather to serve and love others.
altruism [ al-troo-iz-uhm ] noun
the principle or practice of unselfish concern for or devotion to the welfare of others
We believe in doing the right thing every time, even when it may not seem to make sense. We believe in caring for, guiding, and loving others.
We are Altru Outdoors.
Von & Alane Kelley
Founders
Von Kelley
Co-Founder
Von grew up in the outdoors, camping, and fishing throughout his life. A self-described "gear junkie", he rarely comes across a tent, backpack or sleeping bag that doesn't get inspected (and usually finds its way into the gear closet).
It was on a cross-country road trip that Von decided that he wanted to work in the outdoor industry. Before founding Altru Outdoors, Von spent seventeen years working with industry leaders such as Columbia Sportswear, Under Armour, The North Face, Dick's Sporting Goods, Bass Pro Shops, and Academy Sports + Outdoors to name a few. Pulling from his broad experience and tenure as a Territory Sales Representative, Senior Key Account Sales Manager, Merchandise Manager, and US Market Merchandise Manager, he also consulted for numerous companies including Yakima Products and Igloo Coolers. Von wanted to bring his expertise to the market in a new and innovative way. Von’s strength lies in his relationally based, and people-first approach. Paired with his analytic abilities to spot opportunities and his merchandising acumen, Altru Outdoors was born. As an independent sales agency, Altru Outdoors' core is key account management as well as specialty consulting and free-lance project management for both emerging and established brands in the outdoor industry.
Alane Kelley
Co-Founder
Alane contributes her expertise across sales operations, retailer communication, and brand representation. She brings strong product knowledge, merchandising insight, and a relationship‑driven approach rooted in her belief that brands grow best with intention, clarity, and long‑term vision.
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Alane works directly with brands and retailers to coordinate initiatives, support account needs, and ensure a consistent, professional experience across all touchpoints. Her organized workflow, clear communication style, and steady, solutions‑oriented presence make her a reliable and respected point of contact for the partners she works with.
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Beyond her work in the outdoor industry, Alane has a background in non‑profit leadership, marathon running, and child advocacy — experiences that reflect her discipline, commitment, and dedication to meaningful impact. These aspects of her life naturally inform the way she leads, collaborates, and supports the businesses she serves.
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As a co‑founder, Alane helps guide Altru Outdoors’ service‑driven reputation and overall direction, working alongside Von in a partnership grounded in shared values and a commitment to helping brands thrive.
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Beir, Dutch, Nash & Whit Kelley
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Meet the next generation of Altru Outdoors! These 4 boys were born and bred into the outdoor industry and are the reason Von and Alane get out of bed each morning. They are fun, loud, and an absolute riot. We love it! The Kelley boys are road warriors and have mastered the fine art of moving cross-country with our family multiple times. Beir, Dutch, Nash, and Whit have followed in our entrepreneurial spirit. In their spare time, you will find them biking the streets in our hometown running their snack cart business - "Pool Hoppers". They're absolutely killing it. Expect great things!