Trailheads

A rim-to-rim Grand Canyon trek is considered one of the classic hikes in the United States. While the 24-mile walk is popular, it’s also strenuous, requiring hikers to endure extreme temperatures while descending and ascending thousands of feet of elevation. During some hiking seasons, Grand Canyon National Park rangers have assisted more than 200 ill or injured hikers, according to National Parks Traveler.

Anyone planning a backcountry hike in the Grand Canyon would be wise to first check in with Debbie Hendricks, founder and co-owner of Just Roughin’ It, an eight-year-old outdoor specialty store in Phoenix, AZ. Each year, Hendricks hosts several in-store workshops to educate people on rim-to-rim hikes. Plus, she offers custom training programs to prepare hikers for the physical challenges of traversing the canyon.

A Guide Turned Retailer

Just Roughin’ It’s educational and training programs were born from the store owners’ experience as professional guides. Before Debbie and her husband Ray entered the retail business, they owned a guide service that employed 35 people and led trips throughout the West, including Grand Canyon National Park, Yosemite National Park, and Olympic National Park.

Due to increasing costs, they closed the guiding service after 12 years, but the experience and knowledge they gained paid dividends when they opened the original Just Roughin’ It store in Scottsdale, AZ, in 2017. Having led groups through the Arizona backcountry, they could provide retail customers expert advice on local recreation lands and the gear needed to explore the trails. While guiding, they served a diverse range of clients, so they also learned to consider the needs of people with varying fitness levels and outdoor experience.

“When you’re guiding, it doesn’t matter what works for you; it matters what works for everybody else,” says Debbie Hendricks.

She shares her knowledge of what works in free Rim to Rim workshops held in the Just Roughin’ It store, which moved from Scottsdale to Phoenix in 2023. Hendricks hosts educational sessions covering everything from trip logistics to gear recommendations each winter, spring, and summer. Through word of mouth, Just Roughin’ It has become known for its Grand Canyon workshops, and each one can draw as many as 30 people.

In addition to hosting workshops, Hendricks creates custom training programs, utilizing her background in exercise science. Combining her guiding experience and training knowledge, she can serve clients from all over the country, instructing people either in-person or online. “I’m able to train someone whether they’re coming from Florida, California, Colorado or Iowa,” she says. “I know what works for so many different people, so I can tell what needs to be done to make sure (the hike) is accessible.”

Each year, Hendricks trains about a dozen people, charging $75 for a four-week program and $175 for a 12-week program. While the training work provides her with an additional revenue stream, the free in-store workshops benefit her retail business by driving traffic and sales. “When I finish a Rim to Rim seminar, people will buy things or come back later and get stuff,” she says.

Gear Tailored to the Region

Hikers browsing the 1,700-square-foot Just Roughin’ It store will discover a curated collection of products designed for the Arizona environment.

“We stock our store for people hiking in the desert Southwest, in dry, arid environments,” says Hendricks. “We sell the things we know hold up and work, like the proper shoes for our rugged trails. If we have a lightweight pant, we make sure it can actually hold up because every plant out here is out to kill you.”

Due to Arizona’s arid climate and lack of a traditional winter season, Just Roughin’ It avoids some items that are common elsewhere, such as waterproof/breathable jackets. “We’re not going to sell people things they don’t need,” says Hendricks.

Supporting the Local Community

When Hendricks stocks her store, she not only considers the local environment but also her desire to support Arizona businesses. For example, she carries lightweight backpacking equipment from PBD, a small company in Scottsdale, AZ. She also sells products from Near Zero, a Mesa, AZ, company that manufactures ultralight backpacks, tents, and other hardgoods.

As an Arizona native, Hendricks proudly supports her state and works hard to make Just Roughin’ It an integral part of her community. She hosts full-moon hikes for locals and participates in Sheaborhood First Fridays, a North Phoenix gathering with vendors, food trucks, local artists, and live music. 

Participating in community events takes time and energy, but Hendricks says it’s worth it. As a former guide, she knows the key to engaging people is to build personal relationships with them. “It takes time,” she says, “but you also get your most customers from it.”