Get Out There magazine is partnering with LiveOutThere.com, an online active lifestyle retailer, to distribute copies free to customers.

Publisher Marissa Schroder says the magazine, a bimonthly endurance sports and outdoor recreation title, aligns naturally with the shop's customer base. "We have a similar approach to our businesses. Our goal is to encourage people to get out there and be active," she said.

Starting in May, LiveOutThere shoppers will receive an issue of Get Out There bundled with their purchase. The site ships an average of 5,000 orders each month.

LiveOutThere went live in 2009 and was listed by Profit magazine in 2013 as one of the "Hot 50" fastest growing companies in Canada. Among the brands it carries are The North Face, Mountain Hardwear, Icebreaker and Patagonia.

Get Out There, launched 10 years ago, traditionally distributes through retail locations, via subscriptions and at events. It will redirect copies from its event distribution to satisfy the new initiative.

The deal not only opens a new avenue to reach potential readers but also provides an additional hook for the mag's advertisers--many of which have products for sale through the store.

"It's a way for us to go back our advertisers and say that now, in addition to being at the retail locations where people are buying your products, we're actually sending [the magazine] direct to their homes," said Schroder.