When we set out to climb Kilimanjaro in 2013—before WHOA was even officially born—we received advice we took to heart: “Tie your trek to a bigger purpose. When things get hard, it’ll remind you why you started.” Needless to say, this resonated with us.
Through a series of random, real-world connections, we were introduced to a local women’s vocational school at the base of Kili in Moshi. Inspired by their grassroots work and mission, we committed to raising funds for their programs and planned to visit after our climb.
When summit day came, all ten women in our group reached the top, and on the way down, we learned we had reached our fundraising goal, too! We celebrated not just the physical feat, but the strength of community and purpose that got us there—together.
That moment was more than a personal victory—it was a turning point. It ignited something within us. It showed us what’s possible when women come together with intention, and it planted the seed that blossomed into WHOA. Since then, we’ve helped thousands of women push past their limits, connect meaningfully with the world, and look at travel as a way to support local communities in sustainable ways.
That first climb didn’t just take us to the roof of Africa—it grounded us in the values that still guide us today: purpose-driven adventure, authentic connection, and the power of women rising together.
So, what does this look like in the real world today?
The Carabiner Collective is building a more inclusive outdoor culture—one connection at a time. Founded by the WHOA community in 2019, and inspired by the work we’ve been doing since day one at WHOA, the collective awards trailblazers and opens doors for underrepresented groups in the outdoor adventure travel space through community, access, and visibility.
HOW IT LOOKS IN ACTION
We’ve given Trailblazer Awards focused on gender equity that have provided invaluable training to female mountain guides on Kilimanjaro, like Lulu and Miriam, and, as of 2025, over 30 local Tanzanian women!
At WHOA, we believe that exploring the planet means protecting it too—which is why we’re proud members of 1% for the Planet, a global network of businesses committed to donating at least 1% of annual revenue to environmental causes. This initiative connects us with grassroots organizations making real, measurable impact in climate action, conservation, and sustainability. Our partnership allows us to give back to the very trails, mountains, and ecosystems that fuel our adventures.
HOW IT LOOKS IN ACTION
Since 2023, we‘ve supported fellow 1% for the Planet partners who share our values, like Women’s Earth Alliance through our March Women’s History campaign, One Tree Planted by planting trees for all our adventurers, and Sustainable Travel International, our partners in offsetting the carbon footprint of all our traveler and business emissions.
The Cairn Project empowers girls and women through outdoor adventure—and we’re here for it. We support their Summit Scholarship by providing WHOA experiences to women who are ready to rise. Our community also gets involved by fundraising and spreading the word through their travels. Together, we’re helping the next generation build confidence, leadership, and love for the outdoors.
HOW IT LOOKS IN ACTION
Not only are two of our signature experiences, Kilimanjaro and Peru, slated to be featured adventures for 2026 Summit Scholarships, we also provide our adventurers with a platform to fundraise for other women to have access to experiences like theirs (not unlike what we did on our first climb)!
If you’ve been thinking about tying a WHOA Adventure to a cause or purpose, we’d love to help you! Reach out to us at founders@whoatravel.com and let us help with ideas and ways to maximize your impact with company matching.
