Jay Nichol is a hunter, father, husband, and entrepreneur who has spent a lifetime hunting in the mountains. He built The Mindful Hunter to share what he has learned about backcountry hunting through a podcast, videos, and guidebooks, aiming to entertain, educate, and elevate the hunting community.

He founded Mindful Reviews to give hunters an alternative to sponsor-driven gear coverage, where quality is judged in the field rather than paid for by brands. Members are directly involved in the process, voting on what gets reviewed next and drawing on Jay's own backcountry experience for gear advice.