Established as a pioneering force in outdoor hospitality, the American Glamping Association (AGA) has grown from a passionate network into a cornerstone of support and innovation for operators, investors, landowners, and vendors across North America. Founded by Ruben Martinez, AGA provides essential guidance, professional development, and meaningful connections that help businesses thrive in a rapidly evolving industry.
AGA’s strength lies in its community-focused approach, emphasizing collaboration and shared growth. By consistently engaging with its members, AGA has become not just a resource, but a catalyst for meaningful industry advancement. Whether through hands-on workshops, strategic partnerships, or targeted resources, AGA continuously empowers its members to innovate, adapt, and succeed.
Q&A with Ruben Martinez, Founder & Executive Director at American Glamping Association
Background
Tell us a bit about your company’s history:
We launched the American Glamping Association with one clear goal: to support and elevate the outdoor hospitality industry. What began as a small but passionate network has grown into a trusted resource for hundreds of operators, investors, landowners, and vendors across North America and beyond. We saw a need for structure, guidance, and connection in a fast-growing but fragmented space and we stepped in to help build that foundation.
What inspired you to work in outdoor hospitality?
What inspires us to work in outdoor hospitality is, without a doubt, the people. This industry naturally attracts some of the most creative, hardworking, and passionate individuals I’ve ever met. People who aren’t just building businesses, but who are building experiences that stay with their guests for a lifetime. From family-owned retreats tucked into the mountains to large-scale glamping destinations redefining luxury in nature, the diversity of ideas and the entrepreneurial spirit in this space is unmatched. These are people who wake up every day driven by purpose, and it’s impossible not to be inspired by that.
That spirit is what fuels our work at the American Glamping Association. Every conversation, collaboration, and project is rooted in the belief that we’re supporting people who genuinely want to make a difference. Whether it’s creating unforgettable guest experiences, preserving land, or investing in rural communities. Our mission is to elevate the entire industry, and we’re able to do that because of the passion and innovation we see in our members every day. Their vision is what inspires us to show up, roll up our sleeves, and help build the future of outdoor hospitality together.
Services and Expertise
What services do you offer, and what sets your approach apart?
We’re all about building real community and helping our members and partners grow in meaningful ways. Through the AGA, we’ve created resources that actually move the needle. We host regular member meet-up calls that give everyone a chance to share what they’re working on, talk through challenges, and stay in the loop on what’s happening across the industry. For our Preferred Partners, we offer tangible visibility — from being featured in our newsletter and on our website to receiving social media shoutouts throughout the year. They also have opportunities to speak on member calls, submit guest blog posts, and even take the stage at The Glamping Show. It’s about giving people a platform to share what they do best and connect with the right audience.
We’ve also put a lot of energy into professional development — Glamping University, for example, is something I’m really proud of. It’s built to give people the tools and insights they need to actually grow their businesses — not just feel inspired for a moment, but walk away with something they can use.
At the end of the day, what sets us apart is how personal this all is. We’re in constant conversation with our members, and we adjust what we offer based on what they actually need. It’s not just about resources, it’s about creating real results through relationships.
How do you address current trends in the industry?
We’re always listening and looking ahead. While it’s impossible to predict exactly what the future holds for this industry, it’s critical that we help our members figure out how to position themselves for what’s next. Whether it’s the growing interest in off-grid stays, the push for wellness-driven experiences, or the increasing attention from international markets, our goal is to make sure our members are not just keeping up—but leading. Through ongoing conversations, real-time insights, and educational opportunities, we’re here to help you build something that lasts and continues to elevate the industry as a whole.
Projects and Achievements
What’s a standout project your team has worked on?
One thing I’m really excited about is our upcoming masterclass with Irene Wood, who’s not only an incredible operator but also someone with a deep understanding of how to build meaningful, profitable experiences in this space. This masterclass is going to go beyond the basics — Irene’s sharing real insight from years of hands-on success, and it’s designed for people who are ready to take their glamping business to the next level.
It’s part of a larger push we’re making toward more in-depth, advanced education through Glamping University. As the industry grows, we want to make sure our members have access to high-level knowledge — not just theory, but the kind of perspective you only get from someone who’s done it.
We’ve got other projects brewing too — more opportunities to connect in person, more tools for navigating development, and expanded partnerships that we think are going to bring a lot of value to the community. But the masterclass with Irene is a great example of where we’re headed: deeper, smarter, and more collaborative.
What outcomes do your clients achieve with your help?
AGA members and community gain access to the tools, connections, and guidance they need to successfully launch, grow, and optimize their glamping businesses. Through membership, operators are connected to a vetted network of industry experts, service providers, and fellow glamping professionals. Our members benefit from exclusive resources like business templates, regulatory guidance, and marketing support—all tailored to the unique needs of outdoor hospitality. Whether they’re navigating zoning laws, scaling operations, or improving guest experience, our support helps clients position themselves for long-term success in a competitive and evolving industry. Most importantly, they gain a trusted partner in building a sustainable and impactful glamping business.
Looking Ahead
What exciting projects are on the horizon?
One thing I’m really excited about is our upcoming masterclass with Irene Wood, who’s not only an incredible operator but also someone with a deep understanding of how to build meaningful, profitable experiences in this space. This masterclass is going to go beyond the basics — Irene’s sharing real insight from years of hands-on success, and it’s designed for people who are ready to take their glamping business to the next level.
It’s part of a larger push we’re making toward more in-depth, advanced education through Glamping University. As the industry grows, we want to make sure our members have access to high-level knowledge — not just theory, but the kind of perspective you only get from someone who’s done it.
We’ve got other projects brewing too — more opportunities to connect in person, more tools for navigating development, and expanded partnerships that we think are going to bring a lot of value to the community. But the masterclass with Irene is a great example of where we’re headed: deeper, smarter, and more collaborative.
How do you see your role in shaping the future of outdoor hospitality?
We see the AGA as both a guide and a connector. Our role is to amplify the voices of those doing meaningful work, advocate for smart growth, and help build an industry that’s innovative, inclusive, and sustainable. The future of outdoor hospitality isn’t just about more — it’s about better. And we’re committed to leading that conversation.