A quick chat with Matt Rinella on the R3 movement, overcrowding on public lands

Matt Rinella has a famous last name and a passion for hunting. 

He also has a message. 

In addition to being a research ecologist and lifelong hunter, Rinella is the brother of Steve Rinella, host of the popular Netflix series “MeatEater.” While Matt Rinella has some television experience himself, his latest venture – “Hunt Quietly” – takes aim at hunting TV and the commercialization of the sport he loves. 

Rinella decided to speak up after he noticed public lands in his home state of Montana, as well as other areas throughout the country, were becoming increasingly crowded with hunters.

As a former board member of Montana Backcountry Hunters and Anglers, Rinella watched as the organization championed the R3 movement, but he questioned if the sport really needs to recruit if there aren’t enough places to accommodate more hunters. 

We asked him about his concerns.

ON: How widespread do you believe the trend of public lands becoming overcrowded is?

Rinella: The problem has developed in just about every state. Without ample space to accommodate everyone, is it wise to put so much emphasis on recruiting new hunters? 

I just don’t understand why we’re recruiting more hunters. I talk to hunters across the country, and overcrowding on public lands is a major issue. The truth is, there are a lot of hunters out there who don’t want to see more hunters, especially if we don’t have the space on public lands to accommodate them.

ON: The R3 initiative – coupled with hunting television and social media – compelled you to launch your own website and podcast, called “Hunt Quietly.” What bothers you about the R3 initiative?

Rinella: The problem with R3 is the concept is financially driven by the financial interests of hunting nonprofit organizations and industry sponsors. Even though public lands may not be able to withstand an increase in numbers, the nonprofits continue to push R3 because it increases the pool of dues-paying members.

In turn, new hunters represent new customers for manufacturers of hunting equipment, and that’s why they offer sponsorship dollars to the nonprofits that continue to push the R3 narrative.

ON: We’re guessing you expect opposition from game agencies and the hunting entertainment industry.

Rinella: I’ve heard people at the nonprofits say they can’t do away with their R3 work because they fund-raise off it. Their sponsors wouldn’t like it if they backed off from R3.

But who are the nonprofits serving when they push R3? Is it the hunting community or their own bottom line and the industry sponsors?

ON: You have noted that R3 lacks a goal. Would you elaborate on that?

Rinella: No one can tell me how many hunters they want to recruit or how many more our public lands can withstand. At what point does the quality of the hunting experience become a consideration instead of profits?

ON: You have criticized the hunting entertainment industry and social media influencers for campaigning to attract new hunters in the name of financial benefit rather than what’s best for the sport. Why does that bother you?

Rinella: As hunting celebrities spend enormous sums to hunt and film on private ranches or fly in to remote locations, they’re actually out of touch with the common hunter who battles crowds on public land. Those crowds were attracted to the sport, in part, from watching hunting television and social media.

Television and social media are bringing more people into hunting under false pretenses. They show it when it goes good, but not when it goes bad.

People in hunting entertainment and R3 have ulterior motives for wanting more hunters.

ON: You have expressed skepticism that more hunters equals more money for wildlife conservation via an increase in license sales. Why?

Rinella: The benefits of additional hunting license revenue is outweighed by the downside of crowded hunting areas. In fact, overcrowding on public lands is a form of habitat destruction. 

Overcrowding renders these places inhospitable to wildlife. You can take the most beautiful piece of country with feed, water, and cover, but if you have a guy behind every tree, it’s not suitable habitat. The game isn’t there when there are people all over the place, it’s uninhabitable for wildlife, and that’s a form of habitat destruction.”

ON: Do you think the commercialization of hunting through television and social media is a problem, driven by sponsorship money?

Rinella: Hunting celebrities and influencers are financially driven to bring more people to the sport to increase viewership clicks on social media, which means a growing customer base for their industry sponsors. 

I’ve watched hunting shows where there’s a nice deer, elk, or turkeys walking in and on the bottom of the screen is a scroll telling me every product the person on camera is using. I don’t like seeing wildlife used as a prop for advertising. It cheapens the sport that’s very near and dear to my heart.

ON: Are you worried about the impact the hunting entertainment world is having on the next generation?

Rinella: Hunting should be spiritual, private, and sacred, but hunting personalities often come across as greedy as they shoot multiple animals just to create content. 

What about leaving some for somebody else? Is this how the next generation of hunters is going to be? Kill as much as they can to keep their Instagram feed going? I don’t like that aesthetic, and I don’t want to be associated with it as a hunter.

ON: Despite your concerns, are you supportive of teaching others the correct way to get involved in the sport?

Rinella: I certainly am! I think recruitment should be grassroots, however, and not a concerted effort from nonprofits pushing R3 without any consideration of the harmful impacts from overcrowding.