Understanding ownership certifications in the Founders Market
Ownership badges help you discover and support businesses owned by underrepresented founders. Each badge indicates that at least 50% of the company is owned, controlled, and operated by the designated group.
Self-Certification Policy
Ownership badges are self-certified by founders during the vendor onboarding process. We trust our vendors to accurately represent their ownership structure based on the 50% threshold.
At least 50% owned, controlled, and operated by Black founders
At least 50% owned, controlled, and operated by Latinx founders
At least 50% owned, controlled, and operated by Indigenous founders
At least 50% owned, controlled, and operated by Asian founders
At least 50% owned, controlled, and operated by Pacific Islander founders
At least 50% owned, controlled, and operated by women
At least 50% owned, controlled, and operated by military veterans
At least 50% owned, controlled, and operated by LGBTQ+ founders
To qualify for an ownership badge, a business must meet three criteria:
50% Ownership (or more)
At least 50% of the company is owned by the designated group
Operational Control
The owners actively manage day-to-day business operations
Independent Operation
The business is independently owned and not a subsidiary of a larger corporation
Shopping with ownership badges helps you:
The Founders Market is part of the Outdoorithm Collective, our mission-driven effort to make the outdoors more accessible, welcoming, and equitable for everyone. By highlighting ownership diversity, we're working to change who gets to build the outdoor industry of tomorrow.