Today we’d like to introduce you to Brad Ludden.
Hi Brad, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I was lucky enough to grow up in Northwestern Montana, and I got to spend nearly every day outdoors with my family—hiking, camping, fishing, hunting, skiing and kayaking. I was 9 years old when I first got into a kayak, and kayaking very quickly became my deepest passion. By the time I was 12, I was already traveling and competing internationally.
Over the years, I made more than a hundred first river descents on some of the most remote and challenging rivers in the world. For those who aren’t familiar with the term, a “first descent” means being the first person to successfully kayak a section of a river that no one has ever done before. Those descents brought me more than adventure—they taught me resilience and the critical need for community, and pushed me to grow.
It was also at the age of 12 that cancer became personal for me, when my aunt was diagnosed with breast cancer at just 38 years old. Watching her go through it, I saw how little support was available, and I knew I wanted to do something to help. So, I started volunteering for a local pediatric oncology program, teaching kids how to kayak. I quickly fell in love with it, and by the time I was 18, I was working on what would become First Descents.
The idea was to help young adults like my aunt by giving them what I know is the incredibly life-changing experience of kayaking. I wanted to re-create the transformative experience of a “first descent” for people who really needed it, so they could come together, challenge themselves, and connect with others who’ve been through similar battles.
In 2001, with support from family and friends, I launched First Descents, a 501(c)(3) nonprofit that started as free weeklong outdoor adventures for young adults impacted by cancer. First Descents has since grown into a comprehensive year-round series of programming that gets members of the young adult communities dealing with cancer and multiple sclerosis, as well as their caregivers and healthcare workers in those fields, their friends and families out on a variety of free adventures nationwide, from half-day locally led Community Adventures like hiking and mountain biking to the original weeklong immersive experiences of kayaking, surfing and rock climbing in beautiful locations.
We all face challenges, but looking back would you describe it as a relatively smooth road?
I definitely wouldn’t describe it as a smooth road, but it has certainly been worth it! I can’t recall a single step along the way that didn’t present a challenge of some sort. In the beginning, there were the obvious challenges – such as finding money, getting our 501(c)(3) status, designing and defining what exactly we were going to do and how – and then once we started growing, we had the challenges of hiring great people on a shoestring budget, finding people who could wear multiple hats, and people who were willing to do a lot of work for little or no money.
We lucked out and hired a man named Allan Goldberg a few years after we were founded. Allan seemed to be the perfect fit and was doing wonderful things for us until his cancer relapsed and ultimately took his life. At that point, we were down to one employee and had only a few months of money left. Somehow, thanks to the amazing passion and dedication of so many people and companies, we pulled through.
After that, we experienced some growing pains. We were growing fast, which meant raising more money and expanding our programs. And now, heading into our 25th season of Core Programs, we’re still facing huge challenges, but they’re mostly fun ones! We have amazing people working for and running the organization, and we have an established and growing donor base of loyal supporters who continue to show up for us and support this work. All of this has allowed us to purchase our first piece of property to build a forever home on, so now we’re working on our first capital campaign to raise the money for it. Again, it’s challenging, but it’s really fun and going well!
Thanks – so what else should our readers know about First Descents?
What do you do, what do you specialize in / what are you known for?
First Descents has become a global leader in psychosocial care for young adults dealing with a cancer or MS diagnosis, along with their caregivers and the healthcare workers who treat them, and we’ve provided more than 13,000 participant experiences for those populations and the community members who adventure with them.
This experience allows for healing to happen naturally and organically, within a supportive community. Seeing a participant at the bottom of the rapids with that look of pride on their faces or watching a group of hikers on a Community Adventure find camaraderie and connection reminds me why this work matters, because even though the rivers they paddle at camp or the trails they walk together are well-traveled, it’s the first time for them as part of a supportive group of their peers, and that’s the magic of First Descents.
What quality or characteristic do you feel is most important to your success?
What sets you apart from others?
Because First Descents fully embraces the healing power of adventure, we promote and support the “Out Living It” lifestyle. This means not only getting out there and living each day to the fullest and with intention — spending time outdoors in fresh air, challenging our bodies, moving through the day mindfully and being fully present in the moment, eating healthfully whenever possible — but also empowering our community to “outlive” their diagnoses, treatments and setbacks, and their own doubts and fears.
What are you most proud of brand-wise?
I’ve learned more from our participants than I have from anything else in my life — lessons on vulnerability, on the importance of laughter, and on truly defining each day for yourself. My own first descents had taught me about taking risks, facing fear and gaining empowerment, and I believe First Descents gives young adults that same chance: to push their limits and regain confidence through conquering real challenges. The mutual benefits of our relationships with the people we serve is unique, ongoing and a source of real joy between our committed staff, volunteers and benefactors.
I’m also proud of our ties to the community at large. We have the best people helping us in every capacity, including the thousands of healthcare professionals who understand the healing benefits of outdoor adventures and refer their patients to us, and our cause-marketing partners at the outdoor adventure marketplace Heli. No organization is an island, and we are grateful for the invaluable inspiration we get from their support.
What do you want our readers to know about your brand, offerings, services, etc?
Our Core Programs — weeklong kayaking, surfing and rock climbing adventures — are free to young adults who were diagnosed between the ages of 15 and 39, and are currently between the ages of 18 and 45. Caregivers (ages 18-45) of young adults who qualify for our programs can also join our free Core Programs, as can healthcare workers (ages 18-45) serving oncology or MS patients. Anyone ages 18+ can join a free Community Adventure — a locally led, shorter duration experience such as hiking, paddleboarding or mountain biking that brings together like-minded people looking to share outdoor experiences and community connection.
What quality or characteristic do you feel is most important to your success?
I’d have to say optimism that borders on being naive! Ha! In the beginning, I was so sure this would work that I never stopped to think, “What if it doesn’t?” I never listened to anyone who told me it wouldn’t. I just marched on, completely sure that everything would work out. And it did, but in hindsight, it’s a bit miraculous, to be honest. Sometimes it’s good to do just something without knowing all of the challenges, and then trust your gut that it will work.
Contact Info:
- Website: https://firstdescents.org/
- Instagram: https://www.instagram.com/first_descents/?hl=en
- Facebook: https://www.facebook.com/FirstDescents/
- Linkedin: https://www.linkedin.com/company/first-descents
- Twitter: https://x.com/FirstDescents
- Youtube: https://www.youtube.com/@firstdescents1?app=desktop
Image Credits
Personal photo of Brad Ludden: Photo by Erika Peterman Community photos: Courtesy of First Descents (we own all rights)
