Mike firmly believes investing in outdoor recreation strengthens communities by improving wellbeing, confidence and connection, while building shared responsibility for the places people love. It supports the environment by turning participants into informed stewards who better understand impact and care. For the sector, investment grows participation, protects access, strengthens social licence and enables better decisions through evidence, design and partnerships. For MSC, it is central to their prevention mission: proving that safer outdoor experiences are possible at scale when data, insight and practical tools help people make better choices before entering the outdoors.