Fort Thomas Family Launches Business Celebrating the “Lousy Outdoors”

By Mary Casey-Sturk

What started as a family joke has turned into a business celebrating, in someone’s opinion, the “not so great outdoors”. That someone would be 11-year-old Gabe Pleiman of Fort Thomas.

Gabe and his family were hiking in muddy and cold elements on Red River Gorge’s Sheltowee Trace Trail, and it was particularly challenging that day due to those conditions. An easy hike turned into a half-day mud fest.  Gabe was not pleased and shared his thoughts on the matter.  On that day in 2020, Gabe declared for all to hear, among other things, “lousy outdoors!” 

That family tagline became a running joke, but it also launched a business, Lousy Outdoors. On their website, those who don’t love hiking (or do) can find a selection of t-shirts with catch phrases, brainstormed by the Pleiman family. Selections include “Hiking is Lousy”, “Certified Trail Quitter” (with a thumbs down sign) and “I Hate Jackrabbits”. With shirts for all enthusiasts (and non-enthusiasts) and beanies, the family is taking a fun approach to capturing young Gabe’s disdain.

Thirteen-year residents of Fort Thomas, the family includes parents Adam and Laura, sister Louisa, brother Oliver and family dog, Andy.  

As a family and with friends, they travel to national parks and have been to Utah’s Arches and Zion National Parks, and they also take hikes closer to home, including Fort Thomas’ Tree Trail. New Year’s Day hikes are also a family outing. The family plans to head to Alaska this summer for vacation. Hiking will be on the itinerary then as well, much to Gabe’s chagrin. 

Adam shares about the company, “We launched (www.lousyoutdoors.com) mid-November of 2025, we had a great holiday season, learned some lessons. It landed okay and we’re going to continue to build and nurture the business.”  Adding, “Our goal is to have items in stores sometime in the future.” 

It’s a family affair. Laura notes, “The kids give a lot of input (on designs).” Adam adds, “When an idea comes out, we have a shared note full of ideas from everyone in the family.”

“Our flat on the map shirt idea came from a friend’s story. They’d been to Mt. Rainier hiking and there was so much elevation change, it was more strenuous than they thought it would be. Her husband said, “It looked a lot flatter on the map,” and an idea for a design was born.” Laughs Adam, who took that trail and created a design. It’s a top seller.

It’s a common experience: you look at a map and expect something different. We’ve all been there, whether you’re hiking or visiting a new city.

“Since we launched, moms have said to me that their kids don’t want to hike either, or maybe they themselves don’t want to hike. It’s a shared experience.” Added Laura.

“Everyone has a story they share about their outdoor experiences,” says Adam.

On their website, you will find these words of wisdom:

Lousy Outdoors is for the ones who get sunburned before mile two, complain the whole way up, and somehow still show up next time. 

We believe the outdoors is beautiful and sometimes the worst. If that sounds like you, you’re in the right place. 

You’ll also find their latest apparel for reluctant adventurers and their “Gripes and Guides” blog.

Has Gabe come around to hiking? When asked, Gabe assured that “no”, he still does not like hiking; however, he has pledged he will hike one mile for every 100 shirts sold. “That’s a half mile each way, not one mile each way”.

A Sampling of Places to Hike in Northern Kentucky

A.J. Jolly Park-Alexandria

Fort Thomas Landmark Tree Trail-Fort Thomas

Tower Park-Fort Thomas

Rossford Park-Fort Thomas

St. Anne’s Woods and Wetlands-Melbourne

Frederick’s Landing-Wilder

Doe Run Lake-Covington

Devou Park and Devou Backcountry Trails-Covington

Hiking Trails at Highland Cemetery-Fort Mitchell

Big Bone Lick State Historic Site-Union

Boone Cliffs-Burlington

Middle Creek Park-Burlington

Hiking Trails at Dinsmore Woods Nature Preserve-Burlington

Gunpowder Creek Nature Park-Burlington

For a full list in Campbell County, visit, https://campbell.mgcafe.uky.edu/campbell-county-trail-passport