Gregg Treinish, a respected trekker, spent his twenties in such places. National Geographic Adventure hailed him among their Adventurers of the Year in 2008, after he hiked 7,800 miles through the Andes, but Treinish was beginning to feel "selfish" about his adventures. Wasn't there some greater purpose to reaching all that remote beauty? Then, in 2010, inspiration struck: What if scientists could ask athletes like him, "Hey, while you're there, could you grab us some data?" "In November I had the idea," Treinish says. "By January, I had incorporated, and by April, it was full time. Now I have a staff."