During the winter of 2022–23, Jake Jones, founder of STÅPÅ, served as a volunteer in Alta, Norway—a place where, during the winter months, the sun doesn't rise for 54 straight days. In that harsh, cold environment, he learned the Norwegian phrase stå på, meaning to press forward or to endure.
Stå på became more than a phrase—it became a mindset. One rooted in pushing through difficulty, especially when the reason extends beyond oneself in service of others. That way of thinking stayed with him long after leaving Norway. It's the same mindset that has carried him through long days in the mountains—up ridgelines in bad weather toward rugged summits, and back down—while shaping a desire to intentionally serve those around him.
STÅPÅ was born from that connection. The mission is to connect those who thrive in the outdoors with the stå på mindset—pressing forward with purpose—and to create opportunities to be rewarded for giving back to the community.
