After World War II, Outward Bound schools were started in much of what had been the British Empire, and the program remains popular today from Australia to Singapore to South Africa.

The Hurricane Island Outward Bound School is the largest of five Outward Bound schools in the United States.

In the early days, it was a unique program, and there was little competition. Today, competition comes not just from the likes of adventure-travel businesses, whitewater rafting outfitters or purveyors of so-called ecotourism, but from any programs that seek to capture the time and dollars of potential students.

“Computer camps, soccer camps, lacrosse camps, math camps – the list is endless,” said Galen Todd, president of the Hurricane Island Outward Bound.

In some ways, Outward Bound is a victim of its own success. Todd says the program has name recognition, but in many cases is thought of as generic, a Kleenex or Xerox-like shorthand for outdoor adventure.

To promote brand recognition, Hurricane Island and the four other Outward Bound schools in the United States – in Golden, Colo.; Asheville, N.C.; Portland, Ore.; and Ely, Minn. – are increasing their joint marketing efforts.