5 Questions with JR Nogueira, Electric Outdoors CFO and Head of Strategy

At Electric Outdoors, we’re redefining what it means to explore beyond the grid. Our team is on a mission to build off-grid glamping systems that make sustainable outdoor experiences more accessible and more exciting. In this edition of Five Questions, we catch up with JR Nogueira, CFO and Head of Strategy at Electric Outdoors. Before joining the team, JR built a career leading complex global corporate strategy, M&A, and growth initiatives across multiple industries—including consumer goods, food, and B2B. From major divestitures and direct-to-consumer expansions to navigating billion-dollar deals across four continents, JR brings a sharp, analytical approach to scaling sustainable adventure.

Whether it’s simplifying the complexities of outdoor infrastructure or scouting hidden growth opportunities, JR shares how his global business experience fuels innovation at Electric Outdoors.

What drew you to join the Electric Outdoors team? 

While working alongside Josef (Hjelmaker, CEO and Founder) on innovation projects for the RV industry at THOR Industries, it became clear that there was an immense opportunity in expanding and enhancing outdoor experiences. We kept coming back to the same question: Why isn’t this incredible lifestyle more accessible to more people? As someone who loves spending time outside, I understand how many barriers can get in the way of a great camping adventure. Joining Electric Outdoors wasn’t just a business decision—it felt like a chance to help remove those barriers and create a whole new way for people to enjoy the outdoors.

What part of our tech or product offering do you think surprises people the most?

It’s always the moment people realize they’re completely off the grid—but still have running water, a hot shower, a kitchen, electricity, and connectivity. Our EO Canopy lets you experience remote destinations without sacrificing comfort or having to deal with loud generators, and that’s a game-changer. And for landowners, the biggest surprise is realizing they now have the ability to welcome guests without the need for permanent infrastructure or complicated permits. This really opens up new possibilities in a growing tourism market.

How do you stay connected to nature while working in a tech-forward company?

We live in a country full of amazing places to explore and that’s exactly why our mission to make the outdoors more accessible matters. Working in a startup means shifting gears constantly, from finance and strategy to operations and fundraising. But whenever I get a chance, I’m outdoors with my family—fishing, boating, biking, running, or just exploring. It’s what grounds me and reminds me why we’re building this.

What’s your favorite piece of gear for outdoor adventures (electric or not)?

Whenever I can, I bring my gravel bike and a couple of fishing rods. If there’s time to unwind, I’m going to make the most of it in a beautiful place.

What’s one unexpected skill or talent you bring to the team?

Throughout my career in strategy and M&A, I’ve built a broad network that spans industries and continents. That global perspective helps us think creatively and identify partnerships and growth opportunities that might not be obvious from inside the traditional outdoor industry.

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JR’s passion for unlocking new opportunities and making the outdoors more accessible reflects the core spirit of Electric Outdoors: creating connected off-grid glamping solutions that invite more people to enjoy sustainable experiences in nature. As we reimagine what sustainable outdoor travel can be, it’s leaders like JR—blending strategic vision with personal passion—who help turn that mission into reality.

If you’d like to learn more about Electric Outdoors, our team, and where our Canopies will end up next, we welcome you to follow us on social media or subscribe to our newsletter. 

Stay tuned for more behind-the-scenes stories from the team powering Electric Outdoors.