It’s been said that if for some reason you must leave Humboldt, you will find your way back. It was certainly true for Aaron Ostrom. Born at Mad River Hospital, he moved to Santa Rosa with his mother during second grade but found his way back to Humboldt for his senior year in high school. “I wanted out of the city. I grew up a city kid and I was over it. I wanted to get in touch with nature and my father.” And get in touch with nature he did.
In 1968, Aaron’s father Scott Ostrom and some college buddies founded what later became Pacific Outfitters (1600 Fifth St., Eureka, (707) 443-6328; pacificoutfitters.com), then called Pacific Marine Engineering. Over the years, the successful company expanded beyond providing dive services and equipment, adding locations devoted to skiing and tennis, then servicing campers, fishers and hunters. The expansion into sporting goods made sure locals had quality backpacks to explore the Lost Coast. There were a few name changes and acquisitions along the way as the business grew.
Before Aaron started working with his dad, he attended College of the Redwoods and picked up valuable customer service and management experience elsewhere. He managed the Eureka Inn for a few years and did a stint in the aisles managing Ray’s Food Place. But by 2002, the call of adventure found him happily serving customers looking for outdoor gear.
There is a catch in Aaron’s voice when he speaks of his father passing away earlier this year. The Ostroms worked together for 20 plus years. During that time, Scott allowed his son to grow into the family business. In 2003, Aaron began to manage the New Outdoor Store in Arcata (closed in 2020). When he opened the store in Ukiah (955 North State St., (707) 468-6474) in 2009, the transformation of all three locations into Pacific Outfitters was complete. Aaron’s son follows his own path as a musician, but that does not mean he didn’t inherit the family’s love of nature. “Issac is my outdoor adventure buddy.” The duo bike ride around Humboldt. That includes the “awesome new Arcata trail.”
Pacific Outfitters chooses what products to carry by weighing environmental impact, manufacturing materials and the supplier’s recycling principles. Aaron even keeps an eye on product repair policies like Big Agnes’, which has a repair center to mend its apparel and tents. A natural outgrowth of this mindfulness was the recently launched PacOut Regear. Customers can bring in used outdoor apparel and gear (in good condition) to trade for store credit. Not only does this keep usable items out of the landfill, but it gives those with slimmer budgets a way to replace gear. “So far it’s been a big success,” he says.
Ostrom and his team also offer you an affordable way to dip a toe in the waves before buying the whole kit. “I wanted to help people go beyond what they have done before,” he says. Enter the Bigfoot Adventure Academy. Hit the water and learn to surf, or go for a guided kayak tour. Keep your feet dry and choose a hike from an easy half mile up to a sweat-breaking 12 miles. Aaron’s excitement about encouraging Humboldt to enjoy the outdoors is obvious. “It has changed people’s lives. When you see the transformation from zero experience to being the local backpacking expert,” he marvels, obviously thrilled with the part Pacific Outfitters plays in the growth of his customers, “Like life coaches helping you improve your quality of life.” Sometimes making the most of our natural environment takes guidance. “We live in such an outdoor paradise. Things happen year round like surfing, diving and fishing, but many don’t know how to get into it. Figuring out the gear, then figuring out where to go. We take pride in our staff and customer service [and our ability] to put people on the path to get out there and enjoy our beautiful area.”
The Bigfoot Firearms Training offers a safe way for Humboldt’s beginning hunters to learn how to handle firearms and offers the mandatory California Concealed Weapons course. Ostrom’s sustainable ethos comes into play again, as the store offers natural biopolymer-cased ammunition that does not generate microplastics.
Aaron Ostrom advocates for environmental stewardship through Pacific Outfitters. He began PacOut Green Team when he realized he was always seeing (and picking up) litter whenever he went out to enjoy the outdoors. Instead of all-day events once a year, he encourages people to volunteer for hour-long targeted clean ups. “Once per year events are too easy to talk yourself out of. We hold 60-minute cleanups from 9-10 a.m. every Saturday. We’ve picked up over 1 million pounds over 10 years, only missing a few weekends.”
PacOut Green Team has picked up on busy highway bridges including Samoa Bridge. The team also holds 90-Minute Trash Bashes. Check out their social media or website (pacoutgreenteam.org) for photos of smiling volunteers. Find out when and where you can join them for a one-off clean up, or make it a regular thing. They bring all the supplies and you bring you. You might even win a prize (raffles at every clean up!) as you take pride in beautifying Humboldt. Both are much better than a participation trophy.
Ostrom did not hesitate when asked to finish the sentence, “My Humboldt life is,” with, “filled with adventure!” He adds, “I’m grateful for the community’s support throughout the years. Grateful for loyal customers.” Humboldt is grateful for him for more than just keeping us from being buried in litter. He invites you to join him in his love of Humboldt’s paradise and its adventures.
Pacific Outfitters
1600 Fifth St., Eureka, (707) 443-6328
955 N State St., Ukiah, (707) 468-6474
pacificoutfitters.com
PacificOutfitters
pacific_outfitters
This article appears in My Humboldt Life November 2025.