How do we protect the places we love without forgetting the people who make that protection possible?

Most people enter parks and conservation because they care deeply about the land. But as Rachel Franchina explains in this episode, the longer you stay in this profession, the more you realize that conservation is ultimately about people. Great leaders don't just manage resources—they build relationships, develop others, and create communities that care enough to protect those resources for generations to come.

Rachel spent more than 20 years with the U.S. Forest Service before becoming Executive Director of the Society of Outdoor Recreation Professionals (SORP). We discuss the importance of developing people alongside the places they steward, the future of outdoor recreation leadership, and how SORP is helping build a stronger profession through initiatives like its new Outdoor Recreation Professional Competency Framework.

Learn more about SORP at https://recpro.org.

Key Takeaways

• Conservation succeeds or fails because of people—not just science.
• Why building relationships is the most important leadership skill in parks and conservation.
• Finding the balance between protecting natural resources and providing meaningful visitor experiences.
• How SORP is creating a stronger community for outdoor recreation professionals across North America.
• The value of mentorship, professional networks, and investing in the next generation of leaders.
• How the new Outdoor Recreation Professional Competency Framework can guide career development and organizational growth.
• Why agencies need to intentionally recruit, develop, and retain future conservation leaders.
• Practical leadership lessons for anyone responsible for caring for both people and place.

Join the Next Level Leadership Community

If you're ready to grow as a leader while making a greater impact on your organization, your community, and the places you care about, we'd love to have you join the Next Level Leadership Community.

You’ll get practical leadership insights, invites to meaningful conversations, and a growing network of professionals committed to building stronger organizations through better leadership.

Learn more and join us at https://www.parksandrestoration.com.

About Parks & Restoration

Better leaders. Better parks.

Parks and Restoration is a podcast and leadership development platform exploring leadership through the lens of ecology — for the land, via the people who serve it. Each episode is built for current and aspiring leaders in parks, conservation, and natural resources who want practical lessons on culture, growth, impact, and what it really takes to lead well.

Find out more and join the movement at https://www.parksandrestoration.com