Whitewater is an outdoor lifestyle brand centered on the promotion, protection, and management of resources supporting access to recreational experiences. Whitewater’s mission is to facilitate access to this lifestyle by lowering barriers and inspiring people to engage. This mission is rooted in the belief that all human beings share a genetic code that compels us to play outside. The U.S. National Whitewater Center, Inc., a North Carolina 501(c)(3) nonprofit organization, began promoting access to the outdoors through the Whitewater brand and the Whitewater Center facility beginning in 2001. Whitewater currently programs and operates multiple locations in the United States, in addition to the creating and delivering inspirational content through films, online resources, and articles to extend engagement opportunities beyond physical locations.