A lack of research on the conceptual intersection of leisure, place and wildland fire and its role in identity prompted this exploratory study. The purpose of this research was to gather evidence regarding how people negotiate identities under the threat of wildland fire. Qualitative interviews with 16 homeowners and recreationists who value leisure activities in undeveloped places in Colorado's Arapaho-Roosevelt National Forest were conducted. Results show that wildland fire plays a varied role in the identities of many of the research participants. Three dominant discourses of nature (i.e., humanist, protectionist and organic) helped explain these identity-related reactions to wildland fire. An understanding of the multidimensional aspects of place and leisure identity highlighted in this research could help land managers particularly related to the organic discourse.