GORP Helps Outdoor Startup Launch Product Line

When Windy Elstermeier saw the data on female gun owners in America, she knew there was a better way to provide them the tools to train confidently. 

Many women already have guns, Elstermeier said, and "I want to help make sure they feel comfortable, trained and confident in handling them safely." 

After launching a company in 2023 to support the unique needs of women shooters, and with some assistance from U of A's Greenhouse Outdoor Recreation Program, she's launched her first product, a gun range backpack inspired by legendary sharpshooter Calamity Jane. 

The backpacks were designed to blend style with durability, Elstermeier said, and were crafted with a woman's comfort and fit in mind. The packs include padded storage, luggage-standard combination locks and multiple ways to carry. 

Elstermeier, who serves as the CEO of Jane Wick, was part of GORP's fall 2023 cohort. Overseen by the U of A Office of Entrepreneurship and Innovation, GORP supports outdoor startups with workshop training, team mentoring and dedicated product service development.  

Companies receive up to $15,000 in non-dilutive funding, which doesn't require the owner to give up equity. Companies are also paired with high quality interns from OEI's Venture Internship Program. 

Elstermeier said being part of GORP was "invaluable." 

"It wasn't just about the training and content—it was the accountability, connections and shared experiences that made all the difference," she said. "When you're building something from the ground up, it can feel isolating, but being surrounded by other entrepreneurs who truly understand the grind made a huge impact." 

Elstermeier also described the mentors and interns she worked with as "game-changers." She said they're still engaged and offering support. She's also still using materials her intern created.

About the U of A Office of Entrepreneurship and Innovation: The Office of Entrepreneurship and Innovation creates and curates innovation and entrepreneurship experiences for students across all disciplines. Through the Brewer Family Entrepreneurship Hub, McMillon Innovation Studio, Startup Village, and Greenhouse at the Bentonville Collaborative, OEI provides free workshops and programs — including social and corporate innovation design teams, venture internships, competitions and startup coaching. A unit of the Sam M. Walton College of Business and Division of Economic Development, OEI also offers on-demand support for students who will be innovators within existing organizations and entrepreneurs who start something new.