Today we’d like to introduce you to Sara Wesche.
Hi Sara , it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I was born and raised in Michigan, growing up in the suburbs of Grand Rapids, and I’ve always felt a deep connection to the Midwest outdoors. My family were boaters, spending summer weekends on Lake Michigan, and skiers, taking winter trips up north. Some of my favorite childhood memories are from those ski trips—staying in A-frames and chalets, skiing runs like Mellow Yellow at Sugarloaf (back when it was still open). Being outside has always been a form of therapy for me.
When I had my son in 2015, it was like I rediscovered our local outdoor spaces. I know there are plenty of people who go all-in on adventure with their babies—hiking the Appalachian Trail and whatnot—but that wasn’t me as a new mom, and it wasn’t my baby. Still, I needed to get outside. I started taking walks on the White Pine Trail, and someone introduced me to Hike it Baby, a group focused on getting parents and caregivers outdoors with young children. Our local branch was dormant, with about 100 people in the Facebook group, so I stepped in as Branch Lead and started organizing hikes at local trails and parks. That’s when I really began to see how much we have right here in West Michigan. I was able to grow our Facebook group to over 1,000 members and hosted regular hikes to help families get outside.
Fast forward a few years, and I was mountain biking with a women’s group when I met someone from Maine who told me she and her husband came to Michigan every summer to bike and hike. She said our trails were so well-maintained and challenging—better than what they had back home. I remember thinking, Maine? Like, LL Bean Maine? How do they not have good trails? But the reality is, if trails don’t get regular maintenance, they become overgrown and unusable. That conversation stuck with me.
I think a lot of Midwesterners grow up here and take what we have for granted. We assume real adventure only happens out West or in the Pacific Northwest, but that mindset is limiting. If you only let yourself ski out West or mountain bike in Colorado, you don’t get to do the things you love very often. Meanwhile, the Midwest offers an incredible mix of outdoor experiences—from freshwater lakes to old-growth forests. You can surf Lake Michigan in the morning and ski or mountain bike in the afternoon. And because it’s freshwater, there’s no salt or sharks to worry about. Plus, the local businesses that support these activities are unique—independent, community-driven, and not swallowed up by corporate America.
The idea for Midwest Vertical came from a conversation with a friend about how often people overlook the Midwest’s outdoor culture and how we should be celebrating what we have here. That’s how it started—first with some t-shirts, and then we realized the community piece was missing. I’m a marketing strategist and content developer by trade, and my co-founder is a creative director, so we stepped back and thought, What really elevates and celebrates a place? The answer: stories. Think campfires, Midwest potlucks, swapping stories about the locals, legends, and landscapes that make this region special. That’s how the Journal was born. Midwest Vertical Journal is a digital publication celebrating the Midwest outdoor experience through collective storytelling and photography.
Midwest Vertical isn’t a tourist magazine. It’s a way for us to share and celebrate the Midwest outdoors, for the Midwest.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Well, we’re just getting started. We currently publish a digital issue every other month, with our third issue coming out in February 2025.
One of our biggest hurdles has been encouraging story submissions from the Midwest outdoor community. People love sharing ideas for stories we should cover, but when it comes to writing them, we often hear, “I’m not a writer.” The person with the story or the experience isn’t always the person who feels comfortable telling it. But here’s the thing—if you can share a story with a friend over a beer or a coffee, you can share it with a few thousand more Midwest friends. Some of the most powerful stories come straight from the people who lived them, and that real, firsthand perspective is what makes Midwest Vertical special. So, we’re figuring out how to bridge that gap—how to bring those stories to life in a way that stays true to our mission.
We’re looking for more volunteers, especially writers, to help contribute and shape the journal. We also want to keep the publication completely free and focused on authentic, journalistic storytelling. To sustain and grow the platform, we’re hoping to connect with sponsors who share our vision and want to help us celebrate the Midwest outdoors.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m a freelance marketing professional and writer by trade. I spent about 15 years in corporate, in-house marketing before transitioning to freelance and contract work when I became a mom. Now, I primarily work with marketing agencies that need a deeper bench for client communication strategy and copywriting.
At the core of everything I do is the art of communication—because better communication leads to better connections. Whether it’s refining messaging, simplifying complex ideas, or crafting content that resonates, I believe in the power of strong, intentional communication. The right words build trust, create understanding, and make people feel seen. And when that happens, real connections are formed.
So much of what we see and consume today stays on the surface, but real connection happens when we go deeper—when we take the time to understand, to listen, to share. Whether it’s a brand, a story, or a person, I love exploring what’s beneath the surface, finding the common ground that reminds us we’re all more alike than we think.
There’s a real gap in that kind of human connection today. We move fast, scroll quickly, and often miss the depth that makes experiences meaningful. Long-form storytelling—like Reader’s Digest and other classic publications—used to satisfy that need. They gave us stories we could sit with, stories that made us feel something and see the world through someone else’s eyes. I think we need more of that now. When we focus on connection—on the shared experiences that bring us together—we feel better about everything. We’re reminded that we’re not alone.
That’s what Midwest Vertical Journal is about. It’s not just outdoor stories; it’s about the people, the culture, and the way these experiences shape us. And that’s what sets my work apart—whether I’m helping a brand build its message or publishing a story, my goal is always the same: to create something that resonates, something that lasts, and something that truly connects.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
I’m a calculated risk-taker—I like to get a lay of the land, know the facts and figures, and make informed decisions before jumping in. But I’ve been pushing myself to take more chances, especially when it comes to Midwest Vertical.
Marketers tend to stay behind the curtain—if we wanted to be front and center, we’d probably be in sales, right? But to build Midwest Vertical into what I know it can be, it needs a personality, and that means putting more of myself into it. That’s been a risk in itself. I recently wrote a deeply personal piece about my mom’s passing and her legacy, and sharing that story opened a door for me. It showed me the power of being open and vulnerable, even when it feels risky.
Even launching Midwest Vertical was a leap. The thoughts were always there—Will people like this? Is this something that’s wanted or needed? What if it fails? I still have those thoughts all the time. But I’ve reached a point where I can’t let them stop me from creating something I believe in. And if others want to come along for the ride, the more the merrier.
Contact Info:
- Website: https://midwestvertical.co/
- Instagram: https://www.instagram.com/midwest_vertical_journal/
- Facebook: https://www.facebook.com/midwestvertical
- Other: https://midwestverticaljournal.substack.com/
