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Roughly half of the U.S. population — or more than 145 million people — say they participate in an outdoor activity each year, with about 18 percent saying running, jogging, or trail running was their preference. The survey by the Outdoor Foundation says another 16 percent say they went freshwater, saltwater, or fly fishing; the next largest group was 15 percent who said they liked road biking, mountain biking or BMX.

No matter the activity, a new hospitality concept called LOGE wants to make sure you are staying at one of the five locations in Washington, Oregon, California, or Colorado when you head out into the great outdoors.

Johannes Ariens and Cale Genenbacher founded LOGE in 2016 and have taken to renovating older roadside inns and motels into ones where activity enthusiasts like to head out on weekends sometimes 10-15 times per year.

Loyalty360’s Mark Johnson recently caught up with Ariens, the CEO of LOGE - and an avid surfer and skier from the Olympic Peninsula in Washington. We had to chance to learn how LOGE is changing the lodging business, the company’s focus on one-of-a-kind customer experiences, and what the future holds for this unique brand.