Why not go out on a limb?.. That is where the fruit is.
— Attributed to Mark Twain
Even in the most rancorous moments there is the opportunity to move upward and find grace & enjoyment.

Even in the most rancorous moments there is the opportunity to move upward and find grace & enjoyment.

Adventure the feeling you gain from an uncertain outcome.

Our Mission:

Where the Fruit is makes the concept of Adventure more accessible. We shout out from the rooftops why it is so important and provide people with the inspiration and help they need to have progressively adventurous experiences.

Our Vision:

Through the medium of Adventure we will inspire and help develop kind, compassionate, thoughtful, everyday leaders who are caretakers of others and the planet. We will collaborate to be at the forefront of a global paradigm shift that replaces avaricious, short term and thoughtless decision making with the kind that will make our great, great grandchildren proud.

Why Adventure?


Three of the Best Reasons (of many)

Reason 1

Some context: We live in a rapidly changing world. Our great, great grandparents knew what their life was going to be like; what job they were going to do, how their hometown was going to look during their lifetime, and what technologies were going to be available. Our children on the other hand have no idea of any of these things. These uncertainties come at a time when our day to day experiences teach us less about being agile in changing circumstances. Adventure by its very nature helps us to develop a very relevant skillset to help us flourish in these times.

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Reason 2

Adventures do not have to be outside, however, they often are and they usually involve us becoming very acquainted with the environment we adventure in. This tends to lead us to becoming more attached to what is around us and builds a desire to steward it. The world currently needs stewards like never before! Throw in the fact that we are usually as present as a meditating monk when adventuring and we have a recipe for huge awareness of what is happening and what needs to be done. If this seems farfetched ask yourself why children are so passionate about protecting our planet.

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Reason 3

A lot of adventures require a suitable companion. Certainly we feel connected to those we have adventures with. When we share intense moments we learn to trust. At the very least we find a group of like minded people with whom we can have knowing conversations. People who understand the situations we have been in, the things we have seen, the emotions we have experienced, the values that drive us and the reasons we are motivated to do what we do. When we want to get things done, we know we can count on these people and that they can count on us. Put simply, we find our tribe.


And so that there is no confusion, our definition of adventure does not require risk of harm just a healthy amount of uncertainty.

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Why You?

The images of people out in nature inspire you. You crave simplicity and you want to live in a safe and sustainable world.

We are drawn to folk who recognize that we are at a tipping point and need to take action. People who want to eat healthy, natural food and know where it came from. People who recognize that the problems we see in the media; mass shootings, terrorism, war, global warming, environmental disasters, social injustice, fiscal distribution are all inter-related. Even more importantly they see how we as humans are all inter-related and every action we take has an effect on others. We love people who reflect on their actions in this context. We are inspired by those who recognize that enormous global change is the result of small consistent personal changes.

Finally, being outdoors, preferably in wilderness is what has shaped and guided us. You recognize the power of nature and adventure and want that to be a part of your life.

If this speaks to you we are sure you will enjoy exploring our site. If you have any questions or if we can help you please contact us.


Why Where the Fruit is?

I love those moments when your child does something you are proud of and you feel compelled to tell others. Often I refrain but not today. Where the Fruit is is a call to adventure. It is a gentle prod to do something with an uncertain outcome. It is here to tell you that adventure does so much more than give you a quick adrenaline fix. Adventure is a shortcut to real growth and sets you up for success in other arenas of your life. Like Jean Piaget I took what I had learned with other people’s children (I had been an adventure educator for over 15 years at the time) and then used my own child as a science project. I knew how climbing had positively influenced me as a young man and I wanted to play with concepts of adventure and how they would help my child’s development. So here is a little anecdote to support my findings.

It was ski season and I was laid up in bed with a broken leg; I cannot claim to have been particularly happy. A twelve year old Cai rubbed salt in the wound by being invited to ski in the backcountry with the dog and some family friends. One of the friends was a principal at a local elementary school. Having skinned up they opted to do a run which our friends had not done before. They asked Cai if he had and when he responded in the affirmative they asked if he wanted to lead. Apparently he suggested that he would ski to a spot that was both in sight and safe and that they would join him one by one. When they all gathered he simply said, “I see we are all here, we have all our gear and smiles on our faces. Lets do the same thing to that point over there.” They proceeded to use this strategy down the run. Kevin (the principal) later described the experience and said it was like skiing with a guide. When I think of moments like this I swell with pride because Cai is becoming the kind of person I want to see more of in the world. Someone who is willing to lead and look after others. Someone who considers other people’s experience, safety and happiness. Someone who strategizes for an optimal outcome. Someone who assimilates their previous experiences and uses them to inform new ones. If you then throw in the fact that he loves being in nature and wants to play a part in its preservation, I become teary eyed. I also recognize that if he can do this with adults in the backcountry he already has tools he can use with his peers in other environments. It is people like this that I look to for solace when I observe what is happening currently in the political arena.

So Why Where the Fruit is? Because I want to see a cultural shift. One where compassion and environmental consciousness rise up and those on the forefront are equipped to mobilize the groundswell of people who do not necessarily understand why they feel a need for change or how to bring it about. So go outside and have fun and along the way equip yourself and your children with the tools to lead this charge.

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About Wil

Wil was born in North Wales and steeped in its rich maritime, mountain and river folklore. In response to the request to “get a real job” he became first a teacher then professor of adventure education and emigrated to where the sun shines for 300 days and snow falls for 100 (Colorado). During more than 25 years as an outdoor educator he worked Scottish winter seasons, taught canoeing, climbing, kayaking and skiing throughout the States, Europe and Australia, and regenerated the University of Alaska Anchorage’s Outdoor Education program. His biggest adventure (by far) is fatherhood. It has also been the inspiration for a great deal of the content of this site. Things he likes to do include (middle) aging gracefully, and skiing (telemark) aggressively. He is happiest outdoors with a good view, good company, good weather / snow and the residue of self powered adventure; sweat, a manic grin and wild eyes.

“I need to leave the world a better place. Bringing the adventurer’s skillset to more people, especially children and their families, is the best way for me to do that.”