Where Adventure Meets Wellness: Growing a Vision for Connection and Community

When Erika Halaby and Domenic LaRosa launched Rooted Rose Recreation & Wellness in 2021, they set out to build something deeply personal: a business that helps people heal, grow, and reconnect through nature.

Fueled by a shared love of adventure, community, and meaningful living, the couple envisioned more than a recreation business. They wanted to create experiences that inspire movement, nourishment, connection, and a deeper relationship with the natural world.

Today, that vision is taking shape in a big way. After working with NH SBDC to strengthen the business and plan for sustainable growth, Erika and Domenic are looking toward an ambitious future that includes plans for a 160-acre property in Rumney dedicated to outdoor learning, recreation, and wellness.

That vision builds on the foundation Rooted Rose has established through guided hikes, nature therapy walks, mindfulness experiences, paddleboard programs, retreats, and educational programming. The company continues to expand its reach through partnerships with universities, nonprofits, and wellness organizations, all while staying true to its mission of making the outdoors accessible and meaningful for everyone.

But as the business grew, so did the complexity of running it.

By 2023, Erika found herself managing competing priorities and facing important decisions about the future of Rooted Rose. Looking for guidance, she connected with NH SBDC advisor Janie Wang.

"After my first meeting with Janie, it felt like my prayers had been answered. I wasn't alone anymore”, said Erika. 

Working together, Erika and Janie focused on strengthening the business and creating a roadmap for sustainable growth. Through regular advising sessions, Janie provided strategic guidance, referrals to funding opportunities, introductions to programs such as REDC and Kiva, and connections to marketing support through Voice Z Digital, the student-run marketing agency at the University of New Hampshire.

The support came at a critical time as Erika refined the business model and evaluated new opportunities for expansion.

Rooted Rose stands out by blending outdoor recreation, mindfulness practices, education, and community partnerships into experiences designed to support personal growth and well-being. Using nature as a classroom, the seasons as a mentor, and the body as a tool for learning, Erika and Domenic create programs that encourage participants to step outside their comfort zones while providing a strong sense of safety, support, and connection.

From beginner-friendly backpacking trips and paddleboard classes to retreats and nature therapy walks, Rooted Rose creates opportunities for people to deepen their connection to themselves, their communities, and the outdoors.

The company's growing impact has helped it gain visibility across the state, including a feature on WMUR, while continuing to build relationships with organizations that share its mission.

Now, Rooted Rose is preparing for its next chapter.

Plans for the 160-acre Rumney property include expanded educational programming, nature-based experiences, and short-term yurt stays beginning in fall 2026. The business is also continuing to grow partnerships with Plymouth State University and other institutions while expanding its offerings throughout the state.

Erika describes business ownership as a series of seasons, some focused on growth and others on reflection and adaptation. With support from NH SBDC, she has navigated those changes with greater clarity and confidence.

As Rooted Rose continues to grow, its mission remains unchanged: creating meaningful spaces for people to reconnect with themselves, each other, and the natural world. Through every hike, workshop, retreat, and future project, Erika and Domenic are building more than a business. They are cultivating a community rooted in adventure, resilience, and growth.