Channel Mastery

Today’s guest is Adam Ruggiero, Editor-in-Chief of GearJunkie. GearJunkie leads the outdoor industry in breaking news and product reviews in the active-lifestyle world. From offices in Denver and Minneapolis, GearJunkie’s journalists, writers, and video producers advance the conversation online and beyond. Millions of monthly readers follow GearJunkie online through multiple channels. Adam has been with the publication since 2015 when he started out as a news reporter. He spearheaded the creation of the GearJunkie podcast in 2018, holds a degree in journalism from the University of Minnesota, and was named Outdoor Media Summit’s "Editor of the Year” for 2022. In this episode, you’ll hear Adam discuss his journey with GearJunkie and its current success, the changing landscape of media as a business, utilizing AI and chatbots in journalism and content creation as a helpful tool, and shaping future generations of media. The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy and communication agency serving the outdoor recreation industry. Your host is Kristin Carpenter, Chief Strategy Officer, Founder and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering. Discussion points: GearJunkie and its increasing scope and momentum Outdoor media and where it’s headed Relationships, trust, and ethics in the media landscape YouTube and trucks The GearJunkie chatbot article, and the impact of AI Freelance writing, Grammarly, bots, and wabi-sabi Hopes for the future of journalism Resources: GearJunkie Website GearJunkie Podcast GearJunkie’s Chatbot Article Adam Ruggiero LinkedIn Sea Otter Classic Summit, April 2023 Kristin Carpenter on LinkedIn Verde Brand Communications

Today’s guest is Jeremiah Bishop, a professional mountain bike racer in cross country, short track, ultra-endurance stage races, and gravel. Jeremiah is an athlete ambassador for Canyon Bicycles, a freelance cycling consultant, and a content creator (co-founder of the hit documentary series The Impossible Routes). In this episode, you’ll hear stories about the beginning of The Impossible Routes in Hawaii, building up the stories and videos during the pandemic, meeting and partnering/co-starring with Tyler Pearce (aka The Vegan Cyclist), and how the relatable, vulnerable cycling stories resonate with so many people. The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy, and communication agency serving the outdoor recreation industry. Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering. Discussion points: Jeremiah’s backstory in biking and history with Canyon The first “impossible route” in Hawaii Building through the pandemic Seven days riding across the Mojave The low-fi appeal of Jeremiah’s unscripted video stories Canyon Bicycles - the partnership 2023’s Sea Otter Classic- stay tuned for a future episode on this Platforms, channels and the cycling industry – all in flux Tyler and Jeremiah’s chemistry and relationship The Europe trip - cycling is part of their identity Film premieres, swag, and fan activities What looks like it may be a disaster, ends up being amazing Resources: Jeremiah’s website The Impossible Route Website Jeremiah on Instagram Offroad to Athens Documentary The Vegan Cyclist on YouTube Strava.com Canyon.com

Today’s guest is Alison Tetrick - professional cyclist, biochemist, storyteller, and entrepreneur. Alison is also a global ambassador focusing on brand activation, product development, and innovation. Alison believes sports, science, and stories can make a powerful difference in changing the world and loves to do the work to make it happen. She is passionate about creating opportunity, education, and access to cycling for all through scholarships and community engagement. You’ll hear how Alison was inspired to start cycling by her 60-year-old grandfather, her appearance on The Move podcast and partnership with Lance Armstrong, the new world that is opening up for women in cycling, and her hopes, thoughts and plans for the future of the sport. The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy and communication agency serving the outdoor recreation industry. Your host is Kristin Carpenter, Chief Strategy Officer, Founder and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering. Discussion points: Alison’s backstory Promoting the Tour de France and women’s cycling Partnering with Zwift - visibility is viability The new career opportunities and benefits - women can choose to stay in the sport longer Launching a ground-breaking event and its exciting debut Looking into 2023 and the state of social media Raising money for diversity and getting women on bikes with bandana sales Building and supporting this special community Resources: Saga Venture Zwift The AMT Bandana Project Alison’s Website Alison on Instagram Alison on Twitter Alison on LinkedIn The Move Podcast w Lance Armstrong Kristin on LinkedIn Verde Brand Communications Sea Otter Classic Summit, April 2023

Today’s guest is Steve Lee, President of US Sales at Hot Chillys, a legacy outdoor recreation brand that has been leading the winter sports apparel industry since 1985. Their performance base layers include socks, leggings, turtlenecks, fleece, and accessory products, focusing on comfort and fun. Hot Chillys offers a comprehensive line of apparel for men, women, and children using next-level materials for seamless comfort, function, and fit. In this episode, you’ll hear how Hot Chillys progressed through the pandemic and has seen its sales double, with consumers rebounding and getting back to enjoying winter sports. You will also hear about how the brand re-tooled its packaging to reflect the brand's sustainability efforts and how Hot Chillys pricing strategy at specialty retail, big box stores, and even online channels like Amazon has been managed and controlled. As they say at Hot Chillys, ‘if you're not having fun, it's just not worth it.’” The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy, and communication agency serving the outdoor recreation industry. Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering. Discussion Points How Steve got his start at Hot Chillys back in 1988 Hot Chillys’ expansion under Performance Apparel Product positioning, innovation, and marketing 2023 season expectations Retail strategies – price points and promotions Advice on inventory levels - demand negating discounts Bringing the brand and company through the pandemic Packaging now and then - reinventing for sustainability Staying true to brand legacy Amazon sales and MAP - relationship challenges

Welcome to the 200th episode of the Channel Mastery podcast. Today’s guest is Dan Kihanya, Director of Corporate Development and Investment with REI. Dan is also the creator and host of Founders Unfound, a podcast that profiles tech startup founders from underrepresented backgrounds. He is an experienced serial entrepreneur with extensive experience in the start-up ecosystem - including founder, early executive, investor, and advisor. In this episode, you’ll hear about Dan’s role with Path Ahead Ventures - offering full-spectrum support to startups owned and led by Black, Indigenous, Latina/o/x, and Asian American and Pacific Islander people. Dan and Kristin chat about the route that guided Dan to REI and the founding of Path Ahead Ventures, the three staples of the program: resourcing, planning, and capital, and the Embark and Navigate Programs. The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy, and communication agency serving the outdoor recreation industry. Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering. Discussion points: Dan’s background and path to his current position REI’s co-op and brand values resonated strongly with Dan The vision for Path Ahead Ventures (PAV) and REI - ‘founders first’ Two new 2022 programs for founders - Embark and Navigate Bridging the gap - how REI and PAV can support new founders New and different perspectives lead to innovation and inclusiveness ‘Outdoor’ vs. ‘Outside’ Dan’s transition from tech/digital services to physical products/retail Tapping into REI’s vast resources to help founders Demo Day/Pitch Day for Navigate founders - the first ever “Founders Market” in Seattle Reaching typically underrepresented founders - building a network REI stores as a bridge to the community Sign up online to keep up with all Path Ahead Ventures - the outdoors are for everyone! Resources: Embark Program Navigate Program Path Ahead Ventures

Tiffany is a results-driven and transformational leader with more than 15 years of experience in nonprofit development, generating revenue, and effective marketing strategies for organizations.  Tiffany is the Chief Executive Officer at Camber, aligning with the mission in providing resources and tools in creating diverse, inclusive, and equitable workplaces by expanding Camber's visibility, strengthening partnerships, and increasing revenue.  She will foster a culture of mission- and value-focused revenue, marketing, philanthropy, and engagement both internally and externally for the organization. Tiffany has planned, developed, and showcased major initiatives for smaller nonprofits and national brands, like Girls Scouts, Planned Parenthood, and the Urban League.  Initiatives such as these have allowed her to provide successful fundraising and marketing strategies that raised awareness, built allyship, and secured millions in revenue.  Tiffany is passionate about igniting systemic change in diversity, equity, and inclusion in the Outdoor Recreation sector.  She is motivated to help companies create lasting change. Tiffany is pursuing a dual degree at Harvard University, a Bachelor of Liberal Arts, and Masters of LA – Business Administration.   Show Highlights:  In this episode of the Channel Mastery Podcast, Kristin sits down with Tiffany Smith, CEO of Camber Outdoors. Tiffany speaks to past experiences that have led her to Camber Outdoors during a pivotal time, how the outdoor industry is primed to help support the national economy, and how Tiffany's career path brought her to the organization. Building inclusive workplaces, fundraising, and understanding the industry-specific landscape of DEI efforts are all vital in creating a more equitable working world.    Related Links Tiffany on LinkedIn Camber Outdoors Camber's Programs  Kristin on LinkedIn Verde Brand Communications

Featuring: Bryce Phillips studied finance, juggling school while living in Whistler BC, skiing professionally for companies including Patagonia and K2, and chasing winters around the world. In 2001 Bryce started Evolución Innovations, Inc. (www.evo.com), an action sports and outdoor lifestyle retail business, and in 2005 opened a flagship store in Seattle, Washington. Originally launching the site with one employee from his living room, evo has grown to over 600 employees, is one of the fastest growing industry retailers in the world, and has retail locations in Whistler, Seattle, Portland, Denver, and Salt Lake City. Bryce's vision is to continue building a global brand via the evo Ecosystem, seamlessly blending commerce, cause, culture, and community.   Show Highlights:  Bryce Phillips, CEO & Founder of evo, a premier international outdoor retail business joins Kristin on the Channel Mastery Podcast. Bryce and Kristin speak about consumer evolution and the data behind it, de-risking investment and evo's development, and Bryce's new approaches to complex problems. They also chat about evo's recent real estate acquisition of Blue Agave, America's Best Value Inn in Tahoe City, building a hub similar to their latest project in Salt Lake City. The new SLC site houses a hotel, retail location, a bouldering gym, and a skate park inside a 100,000-square-foot old warehouse space.  Related Links: Bryce on LinkedIn - linkedin.com/in/bryce-phillips-496256 evo website - evo.com evolution Projects - evolutionprojects.com/evo SFGATE: After a teen's tragic skiing death, a Tahoe town builds Scotty Lapp skate park, by Julie Brown Kristin on LinkedIn - linkedin.com/in/kcarpediem Verde Brand Communications - VerdePR.com

Featuring: Ashley Korenblat is a founding Managing Director for Public Land Solutions, a non-profit recreation economy consultant that works from the bottom up directly with communities transitioning away from fossil fuel extraction, and from the top down, on public land legislation and policies that affect this transition, such as oil and gas leasing and land management planning.   Ashley's involvement with public land began when she served as President of Merlin Metalworks, a bicycle manufacturing company in Cambridge, MA. During that time she became chair of the International Mountain Bicycling Association (IMBA) and worked with the organization to establish MOUs with federal, state, and local land managers. Ashley has spent the last 15 years at Western Spirit Cycling, an outfitter based in Moab, Utah who runs multi-day trips throughout the US, and is one of the largest holders of recreational permits on the public lands system. Ashley was inducted into the Mountain Bike Hall of Fame in 2003. She was appointed to the Utah BLM Resource Advisory Council for two terms, as well as the Outdoor Recreation Economic Ecosystem Taskforce created by Utah Governor Jon Huntsman. Ashley created IMBA's Public Lands Initiative and has testified before Congress on the recreation economy. She recently served on The Western Governor's Association's Get Out West Committee. Show Highlights:  In this episode of Channel Mastery, Kristin is joined by Ashley Korenblat, Managing Director for Public Land Solutions, to talk about how business leaders can support climate change solutions within their organizations. While there are many ways that business leaders can help combat climate change, Ashley explains how supporting public lands and informing policy around public lands is essential for the outdoor industry and its consumers.    Kristin and Ashley also speak to the recent passing of the Inflation Reduction Act, supply chain implications, public land solutions, oil and gas land + energy policy, and what you can do to support the climate through your business.  RELATED LINKS Ep. 192 with Adam Cramer VerdePr.com/blog/channel-mastery-192-adam-cramer-inflation-reduction-act Public Lands Solutions - publiclandsolutions.org Western Spirits Cycling - westernspirit.com Outerbike - outerbike.com Kristin on LinkedIn - linkedin.com/in/kcarpediem Verde Brand Communications - VerdePR.com

Featuring: Steve Dennis is a consultant, keynote speaker and author focused on retail growth and innovation. He has been named a top global retail influencer by multiple organizations. His thoughts on the future of shopping are regularly shared in his role as a Forbes Senior Contributor. Steve's best-selling book-- "Remarkable Retail: How to Win & Keep Customers in the Age of Disruption"-- was released in a completely revised and expanded 2nd edition last year. He is also the host of the Remarkable Retail podcast.   During a 30-year career as a senior executive at two Fortune 500 retailers–and more recently as a strategic advisor–Steve has worked with dozens of retail, consumer, luxury and social impact brands to inspire, catalyze and design their journey to remarkable results.   As a sought-out keynote speaker, Steve has delivered talks on six continents, sharing his unique perspective on what it takes to reignite customer growth in a world of constant change and shifting consumer preferences. Steve is currently the President of SageBerry Consulting. Prior to founding SageBerry, he was the chief strategy officer and SVP of multichannel marketing for the Neiman Marcus Group. Steve received his MBA from Harvard and a BA from Tufts University.   Show Highlights:  In this episode, guest Steve Dennis chats with Kristin about Steve's latest book, Remarkable Retail, and the overarching state of retail today. Steve has a wealth of experience in the space, and we are delighted to have had him on the show. A major facet of the new book is the ‘8 Essentials of Remarkable Retail' framework, crafting what's necessary to adapt to an ever-changing landscape.    In the show, you will learn about how major retailers performed crisis innovation quickly. The retail space had to pivot dramatically during COVID, and many chose not to innovate or did so too late. Companies that pivoted early, like Tractor Supply, Best Buy, and Target, are strategically overcoming similar problems that have closed many big box retailers in the last few years. One learning lesson is that consistent innovation is the key to being in front of market trends, often equaling success. Kristin and Steve also dive into what success looks like for a retailer in today's market, inventory glut and what the future holds for companies in this space.    RELATED LINKS Steve's website - stevenpdennis.com Steve's LinkedIn - linkedin.com/in/stevenpdennis Steve's newest book, Remarkable Retail - stevenpdennis.com/remarkable-retail Kristin on LinkedIn - linkedin.com/in/kcarpediem/ Verde Brand Communications - VerdePR.com

Featuring: Lita Kalfas is the CEO and Founder of MTNSTUFF. Growing up in Ohio, Lita dreamt of a life surrounded by mountains, trees, and trails of Colorado. She loved the terrain, the hiking, the skiing, the beauty. As a history major from the University of Michigan with a passion for entrepreneurship, Lita found herself in Southern California, in a brief life detour, working in the electrical distribution industry. With a little luck, a few glasses of wine, and an invitation to join the rep agency of her brother-in-law, Tom Gordon, she packed her bags and moved to Boulder, CO, in 1994. At that time, Tom and she were pioneering a few small, unknown brands: Osprey Packs, Chaco Footwear, and Atlas Snowshoes, which dominate the outdoor industry today. Over the years, Mtn Stuff has grown quite a bit, and with Tom's retirement, Lita found herself at the helm of an agency with a dynamic and experienced sales team.   The life she found as a rep in the outdoor industry is beyond any profession she could have imagined. What struck her immediately when she started were the people. The people with whom she works with, her team, retailers, and vendors have all been nothing short of wonderful. It seems as though she picked this industry because it's what she loves and loves to do: play in the outdoors.   Lita loves to find the activities that can be done with her team, retailers, and vendors because it brings them all together to experience nature and the outdoors in its proper place and away from computers, registers, boxes, and polybags.   Show Highlights:  Lita Kalfas, the CEO and Founder of MTNSTUFF joins the show to chat about the growth of the outdoor industry, retail stakeholders, vendor relationships, differentiation in a crowded market, and the evolution of relevancy between retailers and a vendor. Kristin and Lita also dive into trade shows, buying patterns, developing relationships in the industry, pandemic pivots, lengthening the buy-sell cycles, and more!  The largest takeaway from the show relates to where retailers are currently at. Returning to the early pandemic days, outdoor recreators multiplied as the outdoors became a safe haven. Retailers, larger brands, and .coms saw large surges in the space. While 2020 and 2021 saw immense growth, then came supply chain issues that have resulted in canceled orders, extensions in cancel dates, and more. Lita is hearing that supply chain issues will last into at least 2024, and orders are  RELATED LINKS Lita on LinkedIn - linkedin.com/in/leta-kalfas-7947a14 MTNSTUFF Website - ​​mtnstuff.com Outdoor Market Alliance - outdoormarketalliance.org

Guest: Anne Mezzenga is a Top 100 Retail Influencer, podcast host, and the Co-CEO of Omnitalk Retail, a post she shares with Chris Walton. This dynamic team continues to build their podcast, Youtube Channel, and blog into a leading retail media empire, and both hail from Target's “Store of the Future” concepting team. Anne and Chris were speakers at the inaugural Sea Otter Classic Summit this past April and stand for ‘consumer centricity' on a level no other retail media organization comes close to.  Show notes: We produce the Channel Mastery podcast for one reason: To equip and inspire our audience of executive leaders in outdoor recreation to drive their businesses toward expansion during an unprecedented time of change and opportunity. That only works when we commit to trying new strategies and approaches in our businesses. Let's face it: We know well that what got us here will not get us to the expansion, growth, and purpose we know our teams and brands are capable of going forward.   Part of bringing our mission to life is to recruit the best experts from broader retail and business and tailor their insights to our audience of outdoor recreation executive leaders. And by tailoring, we mean customizing new approaches into actionable strategies you can build into your company. That's what we brought to life with our sponsor Life Time, Inc., at the Sea Otter Classic Executive Summit this past April, and that's what we're bringing to life every week here and going into the 2023 Summit.   Today's guest is one of the most exceptional resources we have to date to bring the mission of Channel Mastery and the Sea Otter Classic Executive Summit to life. Anne Mezzenga and Chris Walton served as Co-CEOs of Omnitalk Retail and were featured speakers at the Summit, and are repeat guests on the Channel Mastery podcast.    In this episode, we have Anne in the chair, and she's brought her A-Game! Yes, she over-delivers insightful broader-market retail trends that bring a ton of consumer insight as we head toward 2023. Anne also brings creative and actionable strategies to combat the myriad of challenges in retail today, including the inventory glut. Through this episode, you'll be challenged to reconsider the retail experience we're responsible for creating in outdoor recreation. Anne shares what she's discovered in other retail sectors in her visits this summer with Omnitalk. One of the most powerful facets of this interview is when Anne shares her approaches to empowering the consumer with unexpectedly simple ideas and experiences that bring your store and brand into the consumer's day-to-day in a way that just wasn't possible before. And who would have thought that retailers could double as banks to their consumers and build trust while doing so? You'll learn so many new approaches to being far more than a retailer (and all brands are also retailers today) in this show!   This is exactly the type of inspirational big thinking that's relevant and replicable to the outdoor recreation space and just what we're proud to offer you on Channel Mastery every week. We hope you enjoy and share this episode! Let us know your thoughts on LinkedIn, and thank you for listening!    The Channel Mastery podcast is presented by Verde Brand Communications, a consumer-centric brand strategy and communication agency serving the outdoor recreation industries. We are also grateful for the sponsorship and partnership of Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering, taking place April 18-20, 2023, in Monterey, Calif. Learn more at Seaotterclassicsummit.com. Links: OmniTalk.blog Anne Mezzenga's LinkedIn profile - https://www.linkedin.com/in/annemezzenga/ Omnitalk episode / show¹ with Alviere, and the website² for Alviere's full-stack commerce platform 1 - https://omnitalk.blog/2022/08/15/spotlight-series-the-411-on-embedded-finance-with-alviere-ceo-yuval-brisker/ 2 -  https://alviere.com/ Omnitalk episode with Volumental show link¹, here is the link to Volumental's website² 1 - https://omnitalk.blog/2022/03/27/spotlight-series-making-sure-the-shoe-fits-so-you-can-wear-it-with-volumental-cmo-brent-hollowell/ 2 - https://volumental.com/  

Featuring: Kristin Carpenter is the founder of Verde Brand Communications and the host of the Channel Mastery podcast. She earned her stripes in the $873 billion outdoor recreation industries through a decade-long career as a journalist. In 2001, she pivoted from reporting on stories to helping brands create their own stories in the launch of Verde Brand Communications, award-winning brand communications, PR, and digital marketing agency. In 2018, Verde launched the Channel Mastery podcast to help outdoor recreation brand leaders modernize their businesses to be exceptional to today's connected shoppers.    Show Highlights:  In this solo-cast episode of the Channel Mastery podcast, Kristin brings resources and a call to action to leaders of outdoor recreation brands to boldly adopt and execute new approaches, minimizing risk along the way. The year 2022 is proving to be one of the most unique to date in terms of leading through a challenging business climate, considering headwinds from inflation, supply-chain woes, softening consumer sentiment, and global political unrest, all underscored by one of the most divisive times in history. This episode of the Channel Mastery podcast declares 2022 to be: The Year of The Great Weirdness.  In this episode, Kristin reflects on how our “best-laid plans” continue to elude even the most disciplined of teams and shares tips on adopting new approaches with quick execution to further growth and traction. This episode also covers the outdoor rec consumer's resemblance to luxury consumers, a Q3 view on consumer ‘buying vs. spending', and hand-selected resources, including an ‘ode to evolving the legacy supply chain' by Doug Stephens, the “Retail Prophet,” and Euromonitor International's take on the luxury consumer, and more.  RELATED LINKS Listen to More Channel Mastery Episodes Like This: Channel Mastery: 191 with Scott Buelter Ecommerce Times: Luxury Consumers Dismiss Inflation, Say ‘Full Shopping Ahead!' Euromonitor International's: Five Trends Shaping the Global Luxury Goods Landscape Remarkable Retail: Understanding 'Buying' vs. 'Shopping' Retail Prophet: The Future of Retail in the New Era of Risk  

Guest: Adam Cramer is the founding Executive Director and present CEO of Outdoor Alliance, a national coalition of outdoor recreation advocacy groups that has breathed new life into the conservation movement by harnessing the outdoor community's passion for place and combining it with a modern approach to organizing and digital engagement. During his time as CEO, Adam has brought new sensibilities to conservation work that have resulted in hundreds of thousands more acres of protected landscapes, improved management for outdoor recreation, and thousands of outdoor enthusiasts awakened to conservation and advocacy work. He is an avid whitewater kayaker and mountain biker, but is always on the lookout for a good skatepark. Adam lives in Maryland with his wife and two kids   Show notes: On Friday, August 12, 2022, Congress passed the largest ever climate package in the Inflation Reduction Act, an absolute landmark piece of legislation. Channel Mastery has never done an episode on any sort of legislation before today; but know that this show was prioritized. Why? Because of the landmark impact that the IRA is destined to have on our businesses. What's more, this is a far-reaching (both in scope and timeframe) bill that will create new awareness among our consumers – the outdoor recreation enthusiast. Channel Mastery is 100-percent about understanding our brand fans and target consumers and this bill will ‘train' them to expect more responsible businesses and brand practices concerning climate mitigation going forward.    The bill is sweeping and complex, and we've procured the perfect guide for our episode today in Adam Cramer, the CEO of the Outdoor Alliance, the only non-profit organization in the U.S. that unites the voices of outdoor enthusiasts to conserve public lands and ensure those lands are managed in a way that embraces the human-powered experience. The Outdoor Alliance connects conservation with climate, which positions Adam's perspective as critical to you, Channel Mastery's executive audience of outdoor rec business leaders. The Outdoor Alliance is a coalition of national advocacy organizations that includes American Whitewater, American Canoe Association, Access Fund, International Mountain Bicycling Association, Winter Wildlands Alliance, the Mountaineers, the American Alpine Club, the Mazamas, the Colorado Mountain Club, and the Surfrider Foundation.    The Inflation Reduction Act will be on President Biden's desk by the time you listen to this show, but the interview you're about to hear in episode 192 is evergreen in that it underscores a tipping point moment in climate and conservation. Paul Krugman, Opinion Columnist with The New York Times, in his piece “Did Democrats just Save Civilization?” wrote: “This is a very big deal. The act isn't, by itself, enough to avert climate disaster. But it is a huge step in the right direction and sets the stage for more action in the years ahead. It will catalyze progress in green technology; its economic benefits will make passing additional legislation easier; it gives the United States the credibility it needs to lead a global effort to limit greenhouse gas emissions.” Senator John Hickenlooper (D) Colorado, summed up the bill in his newsletter by describing it as the largest climate rescue investment by any country ever.    The Outdoor Alliance website has informative summary blog posts about the IRA, outlining how the $373 billion funding package will mitigate climate change through investments that will accelerate our transition to clean energy. The bill also includes billions of dollars for wildfire mitigation, forest management, and conservation.    While this hard-fought legislative win most certainly benefits humanity as a whole, it's crucial to highlight what this means to the business of outdoor recreation and how we, as corporate citizens, have an opportunity and responsibility to step up and heap on awareness and visibility of what's going to emerge from this game-changing legislation. Whether it's sharing the details and impact of the IRA on the health of the planet and the places we cherish as outdoor recreationalists with our internal teams or on how your brand and reach can further the traction on climate change mitigation, the time to elevate this to our important stakeholders in our outdoor rec businesses is now.    Also, note that consumers will vote with their dollars more than ever before as the road to doing the right thing will be highlighted in the coming months and years, thanks to the IRA.    The Channel Mastery podcast is presented by Verde Brand Communications and Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering, taking place April 18-20, 2023, in Monterey, Calif.  Links: Show sponsors: Verde Brand Communications, Life Time, Inc.  The Outdoor Alliance website makes it easy to thank local / state Lawmakers and has numerous blog posts about climate and conservation, and the many bridges between the IRA and outdoor recreation The New York Times, Did Democrats just Save Civilization? August 8, 2022, Paul Krugman  The National Wildlife Federation writes “Inflation Reduction Act a “Historic” Win for Climate, Wildlife As Congress funds high-tech climate solutions, it also bets on a low-tech one: Nature

Featuring:  As CEO and president, Scott Buelter guides Ascent360's strategy and vision. His mission is to bring enterprise-level marketing capabilities to midsize businesses through a powerful CDP, allowing them to better understand their customers and achieve continual growth. Buelter draws upon his data analysis and digital marketing experience at companies such as Nike, Disney, Royal Caribbean, Loews Hotels, American Express and Samsung, as well as upon his academic background. Buelter received an MBA from the University of California–Irvine and a Bachelor of Science in economics from the University of San Diego, in addition to studying at the London School of Economics and the Institute of Education Sciences in Berlin and Vienna.   Show Highlights: The current economic climate is volatile and at times confusing for consumers. This can make for a challenging time for brands and speciality retailers.  We were grateful when Scott wanted to come back on the podcast and talk about how brands can navigate the current times. Kicking off by talking about inflation and the importance of knowing how inflation will affect your consumers. He continued on with his recommendations on how leaders can end the year on a strong path forward. Leaving with his best piece of advice - taking data seriously and using data to make the best business decisions for your brand or retailer.   Related Links:   https://ascent360.com/ https://www.linkedin.com/company/ascent-crm/ https://www.linkedin.com/in/scottbuelter/ https://twitter.com/Ascent360 https://www.verdepr.com/ https://www.linkedin.com/in/kcarpediem/  

  Featuring: Kristin Carpenter is the founder of Verde Brand Communications and the host of the Channel Mastery podcast. She earned her stripes in the $873 billion outdoor recreation industries through a decade-long career as a journalist. In 2001, she pivoted from reporting on stories to helping brands create their own stories in the launch of Verde Brand Communications, an award-winning brand communications, PR, and digital marketing agency. In 2018, Verde launched the Channel Mastery podcast to help specialty brand leaders modernize their businesses to be exceptional to today's connected shoppers.    Show Highlights: In this special solo cast episode of the Chanel Mastery podcast, Kristin dives into the level setting we're seeing in the business landscape and, more specifically, in the outdoor industry as we head into one of the largest buying periods of the year. Kristin touches on the regression of the Covid-timed consumer, economic slowdown, consumer spending trends, heald inventory, and the important months ahead that can not only shape how we finish this year but also set the tone for the partnerships we have and how we work to maintain and build trust with our consumers in 2023 and beyond.  RELATED LINKS Listen to More Channel Mastery Episodes Like This:   Jay Townley: “The future ain't what it used to be” Tackling Inflation and Margin Pressure in the Sporting Goods Industry

Show Highlights:   During our conversation with Kimo, we discussed general trends around customer excitement with Life Time events, specifically Sea Otter Classic and Unbound, and how the Life Time consumer base drives what they do as a company.  Furthering our conversation on live events, Kimo gave us insight into the vision behind the Grand Pre and its launch this year. We also touched on the spirit of cycling and the community that Life Time creates which is made up of athletes of all different levels.  RELATED LINKS Lifetime Kimo on Twitter Kimo on LinkedInKristin on InstagramVerde Brand Communications

Show Highlights:   We are excited to have Liza Amlani on to discuss accelerating speed to market in the retail space, how to successfully address inefficiencies by limiting waste and using customer-focused digital technologies across channels in the retail space, the importance of preparing for unprecedented events like COVID-19, and more. In a rapidly changing climate such as the one we live in, it is vital for companies to be confident in making swift changes to their business in order to ensure longevity.    Traditionally, companies debuted new products once or twice a year in conjunction with industry trade shows, but times are changing. Today's consumers want new products to be delivered fast and within their timeframe, and they also want their products to be sustainable.  As it stands now, legacy brands seem to face challenges in meeting these demands. During the pandemic, we also saw that many companies are unprepared for massive events that impact production. With climate change, retail production will continue to be impacted in the future, so companies need to think ahead to meet these challenges. Join us to hear the advice Liza gives to retailers and other companies to help them be prepared for unpredictability, and at the forefront of the industry in a fast paced world. 

Show Highlights: We are elated to have Bradley Schurman on to discuss the shift in perception of what it means to be “old,” how industries are changing their approach to attracting different age groups, the way Bradley and The Super Age approach this ever-changing climate, and more. It is clear that the definition of what it means to be “old” is changing. As medicine, healthier lifestyles, and technology continue to advance, companies will need to adjust internally and externally.  Historically, outdoor-focused businesses targeted younger audiences, but times are changing. More so now than ever, older generations are getting outside and participating in outdoor recreation. Within the next 10 years, we could see one out of five outdoor participants in the over 65 age group, as stated by Bradley. These companies who once focused so heavily on younger audiences will need to adapt to the new marketplace.  It is imperative that businesses begin to take a look at how they perceive and approach older people. How exactly does Bradley think these businesses should tackle that problem? How can companies take advantage of these older generations who are eager to enter the outdoor workforce? Join us to hear Bradley answer these questions and discuss much more in this informational episode. 

  Show Highlights: In this episode of Channel Mastery, I chat with Shane Kinkennon - an executive coach and master facilitator. Shane knows a lot about how wise business leaders respond to the pressure to change. We asked him to explain what exactly he observes from his CEO-level clients. He makes a compelling case that now is the time for brand leaders to think not only about the mechanics of adapting to change but the ins and outs of how they lead their teams and employees.    Shane argues that brands can't wait until insane external pressures are in the rear-view mirror. To the contrary, the brands that will effectively adapt today and go on to sustain competitive advantage are helmed by leaders who invest their days not in infrastructure, system, and process, but what matters most: their people.

Show Highlights: I'm delighted to introduce Tim Parr, CEO and Founder of CADDIS, to the show as we evaluate the founding story of his eyewear brand - an online direct-to-consumer platform, business wholesaler, and brick-and-mortar store. We discuss turning a product into a platform by going against the grain in the “age business” and how the market is reacting.    In this episode, we dive into fear of aging that helps to drive Tim and the business, data around the 50 plus age market of consumers, growing an omnichannel, and more. “We want to build the world's best lifestyle aging brand,” and why a self-identifier brand (like YETI) can grow even during a global pandemic. Tim gleams insight into the brand consciousness of CADDIS and how their glasses are ultimately helping people be themselves. 

Show Highlights: I'm excited to welcome Jacques Rene, a 25-year veteran from Gore who is trailblazing in fabric sustainability, introducing expanded polyethylene (ePE), a newly released environmentally-conscious performance fabric. In this episode, we talk about leading through climate change and pushing the boundaries of what's possible due to brand and consumer demands - higher levels of performance with a lower environmental footprint. We also chat about gaining organizational insight within Gore and what the future holds - more Earth-conscious products without PFC. Gore is leading the way for ingredient branding, and we're looking forward to seeing what innovations are to come!

Show Highlights: In this episode of Channel Mastery, I had the pleasure of speaking with the newest member of USA Cycling, CEO Brendan Quirk. Brendan is a veteran in the cycling industry and brings a background in racing to his new role at USA Cycling, ​​the nation's governing body for cycling that oversees the disciplines of road, track, mountain bike, cyclocross, and BMX.    We discuss Brendan's career and racing trajectory and what landed him at USA Cycling, how the pandemic has accelerated the growth of new cyclists, leadership opportunities in his new role, The Olympics, community building with other brands, and so much more.    Join us as we get to know Brendan and how he is taking the lead to improve USA Cycling, grow the cycling community, and develop in his new role as CEO.   

Show Highlights: NFTs, also known as non-fungible tokens, are dominating the news and now the outdoor recreation market. In this episode, I sit down with the co-founder of Bike Club NFT, Tyler Benedict, and ambassador, Louise Vardaman to talk about how the community was started and how others can get involved. Bike Club NFT is a new community concept that pairs nonfungible tokens with real-world benefits. It begins with bike rider artwork created by Rich Mitch, a ten-year creative in the bike industry space. Each piece of art serves as unique owner access to Bike Club NFT.  In February Bike Club NFT is developing a collection of 10,000 unique bike club NFTs. The artwork will be an even mix of male and female avatars with various skin tones, along with a few surprises. They will give the community exclusive access to fitness training, product sneak peeks, global scavenger hunts, and gear. 

Show Highlights: We're excited to welcome Jason Blevins as we discuss what sparked him to start The Colorado Sun, a member-owned public benefit corporation, and his career covering the outdoor industry on the Western Slope of Colorado. We discuss his recent article about the optimistic outlook for the ski industry based on the demand for ski lift infrastructure in the US.   As a result of the pandemic, the outdoor industry was granted its wishes of increased participation and diversity in a matter of months. So far, we haven't seen a drop in engagement. The challenge now for the outdoor industry is how do we sustain that growth and demand? Jason's solution is to welcome and embrace these newcomers - they are the next generation of public lands advocates and the key to long-term growth.   Join us as we take a dive into trends and predictions for the outdoor industry in 2022, including the challenges and opportunities outdoor-related businesses are facing.  The days of cheap labor are over and to adapt, businesses will need to provide livable wages and affordable housing for employees, especially in the light of soaring housing prices in rural communities. 

Description: We're humbled to welcome back to the show, Scott Buelter, CEO of Ascent360 - a data-driven marketing platform that has grown tremendously in the past couple of years as a result of the pandemic directing more and more purchases online. We discuss the newcomers to the outdoor marketplace (hint: they're here to stay!) and how you can create loyalty in the face of supply shortages and price increases.    In this episode, you'll also learn how utilizing a tailored marketing strategy - using segmentation and behavioral data - can create personalized connections, leading to more faithful customers. Scott also gives advice on what customers small to medium-sized businesses should focus on, amid an increase in demand from online customers.   Today, customers are more willing to give businesses their information to build personalized experiences with brands. We're excited for the boom that the pandemic has created in the outdoor industry and the shift to a more consumer-centric approach as the outdoor goods industry is reinvesting that profit back into their businesses.    As CEO and president, Scott Buelter guides Ascent360's strategy and vision. His mission is to bring enterprise-level marketing capabilities to midsize businesses through a powerful CDP, allowing them to better understand their customers and achieve continual growth. Buelter draws upon his data analysis and digital marketing experience at companies such as Nike, Disney, Royal Caribbean, Loews Hotels, American Express and Samsung, as well as upon his academic background. Buelter received an MBA from the University of California–Irvine and a Bachelor of Science in economics from the University of San Diego, in addition to studying at the London School of Economics and the Institute of Education Sciences in Berlin and Vienna.   Topics covered: Consumer-Centric Marketing, eCommerce, Outdoor Industy Growth, Supply Chain Issues, Marketing Segmentation, Behavioral Data, Marketing Automations, COVID Consumer, Customer Loyalty, Supplier's Market, Customer Journeys, Automation Technology

Description: We are delighted to welcome back friend of the show and President of AKvertise, Akvile DeFazio. Akvile and I chat about trends in digital marketing space, iOS14's effect on cookies, supply chain's unexpected impacts, diversifying social advertising, and  more. Join us to learn from an industry leader in the digital marketing and social media space who works with brands like Thermos, Johnson & Johnson, and Postmates.    As someone who lives for connecting people bringing together consumers and brands is what Akvile DeFazio does best. Akvile founded AKvertise in 2014 as the culmination of her passions for social media, advertising, and helping businesses reach their goals by means of online marketing. In the past eight years, AKvertise has earned multiple accolades, including winning the best small agency award from the annual U.S. Social Media Awards in 2020 among others. As a conversion-driven marketer, Akvile is passionate about helping businesses expand their online visibility and reaching their goals.   Topics Covered:  iOS14 removing cookies, How supply chain is affecting schedules on editorials, Transparency with supply chains, managing client expectations, and being flexible, real-time data analysis, Amazon affect, diversifying social channels brands are targeting with, and pricing per channel. Pinterest, Snapchat, TikTok, Twitter, Quora, Reddit, industry trends and consolidation, tracking abilities, planning for the holidays, create internal goals, plan early and often, social media advertising, social media marketing, influencer marketing, online advertising, search engine advertising, paid social traffic,  Future is not about hypertargeting as personal data becomes harder to come by. Recommendations are to start early, plan ahead, and have advertising dialed. Track and code data appropriately to understand what audiences are finding interesting and using that tailor your message.

Episode Highlights: W.L. Gore's Global Sales and Marketing Leader for the Fabrics Division, Nora Stowell, and Global Technical Leader for the Consumer Fabrics, Matthew Decker, join Kristin Carpenter on this week's episode of Channel Mastery.   Nora and Matthew have been instrumental in launching GORE-TEX's latest iteration of advanced micro-porous polyethylene, the ePe system, over a decade in development in partnership with brands like Arc'teryx, Patagonia, Adidas, Solomon, and Dakine.  Hear how GORE-TEX elevates the value equation of ingredient branding with sustainable materials. As the consumer evolves, so does sustainability in products and the environmental imprint on our businesses - to last longer, lower carbon footprint, light/thinner, and be PFC free. We are delighted to share the stage with Matt and Nora as they detail the production process, strategic partnerships, the Bob Gore's Shower Test, and the future of the GORE-TEX brand.   Description: In this episode of the Channel Mastery Podcast, I sit down with Nora Stowell and Matthew Decker of GORE-TEX to discuss the next iteration for their ingredient brand in their upcoming fall 2022 collection of expanded polyethylene (EPE). In addition to performance, the new line adds responsibility for their materials - which resonates with the current market demand from retailers to the end-consumer. Join us and listen to how a decade of work has come to fruition   Nora Nora Stowell grew up in the mountains of Maine and has been an outdoor enthusiast ever since. As Global Sales and Marketing Leader for the Fabrics Division, she leads a global team in various markets to support GORE-TEX in their consumer and technical footwear, garments, gloves, and accessories products. When she's not at Gore, Nora is the Chairman of the Board for Outdoor Industry Association (OIA), serves as a mentor and board member for Camber Outdoors, and is also on the advisory board of Backcountry.com's Women's Leadership Coalition.    Matt  Matthew Decker is the Global Technical Leader for the Consumer Fabrics business. He has worked for Gore for 15 years as an engineer, scientist, and technical leader in the Central Research and Fabrics Divisions. He has led technology and product development across various markets and applications, including structural firefighting, consumer and military protective clothing, and architectural fabrics. Before his current role, he provided technical leadership to the Footwear, Gloves, and Accessories business and the Comfort Research Group.   Topics covered: bringing EPE ( expanded polyethylene) to market, Bob Gore, product testing, uniqueness of the outdoor industry, partner brands, product testing process, brand trust, brand trust in the outdoor industry, PFC-free, low carbon footprint, environmental footprint, Higg MSI goals, OEKO-TEX's Bluesign, product development, Bob Gore Shower Test, sustainability, consumer buying habits, fitness for end-use, partnership with brand partners, responsible performance, ePTFE, 

  Episode Highlights: Hear how Gathr Outdoors rebranded and expanded its offerings with numerous acquisitions   CEO, Keith Bornholtz does a deep dive into his leadership theory, a new role with Gathr, and the importance of devotion in a passion-driven outdoor industry  And I think, at least for this business, it's just essential that that entrepreneurial passion and the spirit of each and every one of the brands continues to survive and thrive. As Gathr creates a larger community of brands, Bornholtz sees vital importance in bringing each brand's individualism into the greater vision of Gathr Outdoors.     Description: In this episode of the Channel Mastery Podcast, I sit down with Keith Bornholtz, the CEO of the recently rebranded Gathr Outdoors. Bornholtz has worked for years in passion-based industries with his work in the pet space and brings a fresh leadership style to the former MacNeill Pride Group. He speaks to the brand's recent acquisitions, CPG business model, three H leadership styles, outdoor industry growth, and much more.  Bornholtz, who has over 30 years of experience in branded consumer products, joins Gathr Outdoors from Central Garden & Pet, where he was President of the pet distribution business unit and led a five-year strategic transformation of their national multi-channel platform. Bornholtz previously held senior leadership positions at Yes To Inc., Big Heart Pet Brands, Clorox, and Procter & Gamble. Bornholtz is an executive leader with a progressive history of improved operating performance and increased enterprise value in multiple environments.  Topics covered:Three H leadership styles, Consumer Packaged Goods (CPG), passion-based businesses, passion-based industries, corporate conglomerate, MacNeill Pride Group, acquisitions, COVID, bicycling, outdoor, endurance sports, RV, industry growth, outdoor industry, pro and the enthusiast in the outdoor industry,   

` Episode Highlights: Hear how Bureo expanded their reach and mission by partnering with brands like Costa Sunglasses and Patagonia  Dave Stover and Kevin Ahearn share their founding story of Bureo and their clear mission of ending net pollution in the oceans As consumers continue to align with brands that share their core values, it's more important now than ever for specialty businesses and brands to be transparent about their initiatives and efforts when it comes to sustainability   Description:   As part of our Channel Mastery series featuring brands and businesses that are focused on sustainability, we are elated to introduce the team from Bureo, Dave Stover and Kevin Ahearn. Bureo is on a mission to end fishing net pollution in our oceans and shares their story behind their passion throughout the episode.    Dave and Kevin offer insight into their interesting journey to gain B-corp status, their founding story and the development of their partnerships like Patagonia and Costa, which has increased their reach tenfold.    Bureo is absolutely standing up to the challenge of serving consumers who are aligned with brands and businesses that share common values to them. Kevin Ahearn is one of the three co-founders of Bureo Inc.  Growing up in a family of Ocean lovers, Kevin took to surfing at an early age with his Dad and twin brother Brian.  The importance of "protecting the places you love" was a lesson ingrained in the brothers at an early age and something Kevin has carried throughout his life and into his professional career at Bureo.  He holds a BS in Mechanical Engineering, and leads, research and development, recycling supply chain and material integration efforts at Bureo.    David Stover is a Co-Founder of Bureo Inc, an emerging company focused on developing innovative solutions to recycle discarded fishing nets. An avid surfer and environmental enthusiast, David left behind a career in corporate finance when his global travels led him to the issues facing our ocean today. Currently residing in Ventura California, David splits time between Chile and the US and is actively involved in Bureo's day-to-day operations alongside the broader mission to prevent plastic pollution in our oceans.

Episode Highlights: Research showed that through the pandemic consumers eagerly want to align with brands who share their values  Cooler offers calculations instantly so you can neutralize your carbon footprint as a business to achieve your customers' climate goals Michel and Jon share how the company was founded and how they're working to fight climate change   Description: Consumer loyalty through the pandemic and still into 2021 is up for grabs. What we saw throughout COVID and the particularly crazy political climate we're living in still is that consumers eagerly want to join up with brands that are ethically aligned with their own values. What Michel Gelobter, Jon Dorn and the team at Cooler Incorporated offer is a solution and technology that brands and consumers can trust with a mission to make your business part of the climate solution conversation.    Taking action as a consumer against climate change can feel daunting and what numerous studies and reports through 2020 showcased, is that consumers are no longer looking at their governments and representatives to solve the problems for them. They're looking at the brands they self identify with and are aligning their dollars with those brands who are actively joining the fight against climate change.    On this episode of Channel Mastery, you'll hear how brands can become “Cooler” and work to first identify their full carbon footprint on the products and services they provide and then create a plan to neutralize that carbon footprint. Michel shares the planned official launch of the business, which also happened to align with the very beginning of COVID and explains how his relationship with Jon Dorn of Outside Inc. helped the company pivot to work closely with the outdoor industry.  Thirty years ago, Jon Dorn left a low-paying job in academia for a lower-paying job as a magazine editor at Backpacker. But that opportunity to become a full-time adventure journalist fed his wanderlust, and he's never looked back. He's slept under the stars in 17 time zones (only 7 to go!), come face-to-face with wolves and grizzlies, led Backpacker to five National Magazine Awards, and made it the world's first carbon-neutral magazine. At Active Interest Media, Jon served as editorial director and later as president of the company's Active Living Group, which included brands such as SKI, Yoga Journal, Backpacker, Clean Eating, and Climbing. After several years as the company's Chief Innovation Officer, during which he added oversight of AIM's video studio, online education platform, and in-house marketing services agency, Jon took a break to co-launch Cooler, a software startup that calculates and eliminates the carbon footprint of any product or service at checkout. He jumped back into media in October 2020, helping Pocket Outdoor Media rebrand as Outside Inc. after the acquisitions of Outside magazine, OutsideTV, and several other adventure brands. Today, he oversees Outside and several related business development projects. In his spare time, he serves on the board of a nonprofit serving homeless youth in Colorado and is an avid triathlete, cyclist, and hiker.   Michel Gelobter is the CEO of Cooler, inc (cooler.dev) and Managing Director of Reflective Earth (reflectiveearth.org).  He has held senior positions in advocacy, government, academia, and business, with an ongoing substantive focus on innovation, climate change, energy, and social justice. As a businessman, he founded the first consumer-facing climate software company, Cooler, and was a founder or senior leader in two other cleantech startups.  As an advocate, Michel co-founded a number of environmental justice, water, and oceans organizations, including the New York City Environmental Justice Alliance, and led Redefining Progress from 2001 through 2006, where he worked to originate and design the world's most aggressive climate legislation (California's Global Warming Solutions Act).  As an academic Michel was the founding director of the Program on Environmental Policy at Columbia University's School of International and Public Affairs.  Prior to that, his government service included a stint as a Congressional Black Caucus Fellow, staff at the U.S. House of Representatives Energy and Commerce Committee and serving as Assistant Commissioner for the New York City's $2 billion-a-year water utility and environmental agency.   Michel earned his MS & Ph.D. at UC Berkeley's Energy & Resources Group and presently serves as a Board member of CERES, the California Clean Energy Fund, and the African-American Advisory Committee of the Spence-Chapin Adoption Agency. He is co-founder the Green Leadership Trust, and is a part-time Director at infoedge, a boutique management consulting firm operating at the intersection of big data and strategy. In that role, he leads the innovation and sustainability practices.  Michel also published Lean Startups for Social Change: The Revolutionary Path to Big Impact (Berrett-Koehler Press, 2016). He lives with his three children in Berkeley, CA.  

Episode Highlights: Marketing Director, Holly Fraser, introduces Outsider's Network, the newest network connecting talent and content creators in the outdoor industry Outsider's Network helps drive inclusiveness with their mission to find a diverse, collective of outdoor talent Holly shares what phase of their launch Outsider's Networks is currently in and where the network is headed over the next few months   Description: All of us in specialty businesses and in the outdoor industry know that it can be challenging to find talent in remote locations or professional models that can do the incredible activities - kayaking down a river, rock climbing, mountain biking - we need them to do to showcase our brands. That's where the Outsider's Network comes into the equation. They connect professional models and welcome non-professional enthusiasts to their network with producers, agents, and the makers behind the brands. My guest this week is Holly Fraser, Marketing Director for Outsider's Network, a website and talent marketplace in the early phases of their launch. Outsider's Network helps people search and then book talent in the incredible places where outdoor shoots happen across North America. Holly partnered with the founders of Origin Outside, an outdoor focused marketing agency, to launch Outsider's Network.   The network is now in what Holly referred to as the “Model Car” phase of their official launch. The components of the car are all available at outsidersnetwork.com and they're accepting applications for both the talent and booking side of the program, but the engine (or official launch) won't be added until a little later this summer.    Learn about the newest network connecting brands with talent in the outdoor industry on this week's episode of Channel Mastery.    Holly Fraser is the co-founder of Outsiders Network. The concept of Outsiders Network came from her career as an outdoor content producer with Execution Media Ltd, her Whistler-based boutique production company that works locally and around the world. Execution's client list includes major car companies, clothing lines and adventure gear brands, all of which benefit from Fraser's professionalism and creative instincts that she's been honing since her days studying photography and media at Ryerson University. Prior to founding Execution in 2011, Fraser worked in creative agencies, ran a photo-arts gallery and event space and traveled the world raising awareness for animal rights, a cause that she passionately advocates for in her day-to-day life (just ask her three-legged rescue dog that found the good life when Fraser brought him home). Now a mother of a toddler you can find Holly working from home on the ancestral and unceded territories of the Skwxwú7mesh, Lil'wat and St'at'imc Nations with her daughter and three rescue animals or out exploring the beautiful world on her dirt bike, mountain bike, sled, board or skis.

Episode Highlights: Hear how Russ and the Path Less Pedaled team have grown their Youtube following to over 100,000+ by speaking to the enthusiasts, as opposed to the pros, within the biking community   Party Pace is the how Russ describes the audience of Path Less Pedaled. They aren't the cyclists on the podium, they're the newcomers or long-time riders enjoying two wheels as their own pace   With a tech savvy audience on YouTube, Path Less Pedaled focuses on authenticity and honesty on their channels   Description: In the active outdoor lifestyle and outdoor recreation markets, and cycling in particular, we tend to get in our own way. We're known as being too competitive and focus on the professionals. On this episode though, we're talking about the enthusiasts. In 2020 and through the pandemic, the cycling boom meant newcomers to the sport in a way that has never been recorded and my guest today is speaking directly to that newcomer and inviting them into the community. Content Creator at Path Less Pedaled, Russ Roca joins me for episode 173. Russ and his partner, Laura, spent a few years key-less, as he put it, meaning they traveled the U.S. and then New Zealand by bike creating content. They launched Path Less Pedaled, which has since grown to an impressive 100,000+ followers. He shares how they've been able to grow their YouTube channel and their Patreon network by listening to their fan base and meeting their needs.  I have been a fan of the Path Less Pedaled channel and network for quite awhile now but am particularly impressed in how they guide their consumer, in their case, viewers, and make them feel like you're in the garage with them, talking shop and enjoying a chat. Tune in to hear all about the Path Less Pedaled!  Russ Roca is the content creator behind the Path Less Pedaled Youtube channel.  Prior to Youtube he had worked as a freelance writer/photographer for various bicycling publications such as Bicycle Times, Adventure Cycling and Momentum Magazine.  He and his partner, Laura Crawford, have also worked as bicycle tourism consultants helping tourism destinations market themselves to cyclists and have worked with organizations like Travel Oregon, Visit Idaho, Travel Iowa and other state and local level destination marketing organizations.

Episode Highlights: Inventor and Entrepreneur, Joe Wold shares the backstory behind LifeHandle, a versatile sling created to handle anything Hear how Kickstarter introduced the LifeHandle team to a new audience and ultimately a new target consumer Introducing ambassadors to the product has simultaneously introduced new ways to use LifeHandle's products   Description: I have been looking forward to introducing Joe Wold, inventor and Co-founder of LifeHandle to the Channel Mastery audience because he offers a very unique pandemic story. Like so many brands and specialty retailers, LifeHandle experienced supply chain issues in 2020 when they were expected to officially launch their first product. Rather than hiding under a rock, they shifted gears and introduced a Kickstarter campaign to ensure their product was introduced to the market and that they stayed in touch with their target consumers.  Through the Kickstarter campaign, they were able to tell the story behind product development, Joe's personal need for it after a car crash and they actually discovered new uses and audiences perfect for the product. I've always thought the Kickstarter platform allows brands to get closer to your audience than traditional avenues and LifeHandle proves this to be true. Along with details of the Kickstarter campaign, you'll also hear about LIfeHandle's experience adding an influencer program to their brand and the discoveries made from that experience.  As always, thanks for listening. Enjoy the show! Joe Wold is the inventor and Co-Founder of LifeHandle, a carrying assist and dog leash company that makes everyday life and adventures a little bit more enjoyable and a lot more comfortable. Joe is a geologist by training but has always been a tinkerer to make solutions for common problems. Joe grew up in Wyoming and is an avid fisherman, skier, mountain biker, hunter, and lover of the great outdoors. He lives in Boston with his wife Chelsey and two children, Wells and Tucker, and their Chocolate Lab, Bruin.

Episode Highlights: Vice President of Strategy, Stephen Regenold is focused on continuing to connect with Lola Digital Media's and AllGear's consumer through authentic content  Lola Digital Media recently acquired a number of sites. Hear what's on the horizon next for the network of sites. With an emphasis on authentic content, journalistic integrity and honesty, Lola Digital Media continues to be the reliable source for today's evolving consumer Description: It doesn't matter what channel you, as a consumer, buy from or engage on - it all starts with trust. The entire universe has been built on relationships and reciprocity and my guest and longtime friend, Stephen Regenold with AllGear and Lola Digital Media lives and breathes this. He is the absolute caretaker for the focal consumer and works to grow the trust of that beloved consumer. As brands, we are responsible for giving the consumer what they need and empowering them to buy where they want to buy, maybe even more so than we were prior to COVID.   On this episode of Channel Mastery, Stephen shares how they are further fostering customer and brand relationships through the development of a new network of sites.  With the ever-changing algorithms and data shifts, it's nearly impossible to keep up, but what Stephen and his team at Lola Digital Media and AllGear are focused on is continuing to put a majority of their efforts into the heart and soul of true research, journalism and writing that leads to authentic content.  I have been lucky enough to call Stephen my friend for nearly two decades now and love hearing how he's continuing to further media through the creation of authentic content and always staying closely connected to that North Star we're always talking about - our consumers.  Stephen Regenold is the Founder of GearJunkie, a publication covering the outdoors and active-lifestyle categories with millions of monthly readers. GearJunkie was acquired by Lola Digital Media in April 2020, and Regenold now serves as VP of Strategy with the startup company building a new network, AllGear. Regenold is a journalist by training and former writer for the New York Times. A climber, skier, and ultra-endurance athlete, Regenold launched GearJunkie in 2002 as a nationally-syndicated newspaper column. He lives in Minnesota with his wife, Tara, and their five children.

Episode Highlights: Rob DeMartini, CEO of USA Cycling since 2019 offers listeners a clear picture of the organization's long-term strategy and plans for the future With the recent shift to free youth memberships, USA Cycling isn’t dwelling on the past, but planning for the future of cycling and adapting a mission-driven mentality Hear how the vision of USA Cycling is shifting to include a different kind of member;  a member that is excited to be a part of USA Cycling and wears it with a sense of pride. Description: In the cycling world, it’s no secret that there are strong opinions about USA Cycling. What I have always believed in life and in business is that what’s happened in the past, does not dictate our future, which is why I was eager to interview Rob DeMartini, CEO of USA Cycling. Rob is a newer leader to USA Cycling, joining the organization in 2019 and came to the organization from outside of the fishbowl, but with a background working with a number of outdoor brands. He’s incredibly fluent with “our people” in the Channel Mastery community and offers a vision that will be extremely beneficial to the future of both USA Cycling and cycling as a whole.  We’ve talked about the monumental growth of the cycling industry in 2020 through 2021 and the importance of not only catching and collecting newcomers to the sport but keeping them. Rob shares the long-term vision and strategy for USA Cycling, including offering free youth programming and the importance of doing so for the future of the sport.  He also shares how the organization is putting “compliance” in the rear view mirror and steering toward a mission-driven mentality for the future. This is a must-listen to episode for our Channel Mastery cycling enthusiasts, but also for anyone interested in hearing how an organization can make strides to become a more inclusive, receptive to feedback and open to change.  Rob joined USA Cycling in February 2019, bringing with him extensive knowledge and experience from a diverse background as well as strong business-building experience across various industries. A passionate athlete and cycling enthusiast, Rob was drawn to the opportunity to lead USA Cycling after recognizing the potential for the organization to take on a larger leadership role in the cycling industry. Rob came to USA Cycling after spending 12 years as President and CEO of New Balance where under his leadership, New Balance doubled its global annual sales to reach $4.2B and achieved one of the highest growth rates in the athletic footwear and apparel industry. Prior to joining New Balance, his career at Procter & Gamble spanned 20 years, beginning in their Food & Beverage Division and including management roles with the Gillette Company, North American Snacks, and Millstone Coffee. Rob is the past Chairman of The American Apparel & Footwear Association and is a former board member of The Advanced Functional Fabrics of America, a nonprofit spinoff from MIT, focused on accelerating innovation in the apparel industry. He is also a current board member of Welch Foods, a Farmer Owned Cooperative and former board member of Aloha Foods. Rob earned his B.S. in Finance from San Diego State University. Rob, along with his son and daughter-in-law owns Park City Bike & Demo Bike Shop, and resides with his wife in Park City, Utah.

Episode Highlights: By sticking to their original business model, Outdoor Prolink offers exclusive membership to active industry professionals Hear how guides are the original influencers bridging the gap between brands and consumers With a database of over 130,000 members, Outdoor Prolink still provides a customized experience for their members Description: For specialty brands and businesses, referrals and recommendations from industry pros are a make it or break it tool and ultimately, a channel in and of itself. I invited Gareth Richards, CEO of Outdoor Prolink on the podcast for this episode to offer insight into the Outdoor Prolink membership, and how the members continue to drive the relationship between brands, specialty retail stores and consumers.  Outdoor Prolink was created to connect outdoor industry professionals directly with brands. Through a handbuilt approach for accepting applicants and monitoring members, they’ve grown immensely over the years and now have a database of over 130,000 industry professionals. They have never wavered from their original business model and still require proof of employment and annual verification to continue membership. Influencer marketing has existed since the dawn of time, though it hasn’t always been known as it is today. Guides, along with specialty retail associates, were the original influencers offering advice for newcomers in the sport on which gear and equipment they used and put full trust in to keep them safe. What Outdoor Prolink does is continue to build the relationship between brands and outdoor industry professionals through a tech driven platform, which eventually drives consumers to independently owned retailers.  With a quickly changing landscape, brands and retailers should be focused on consumer centricity now more than ever. The members of Outdoor Prolink offering third-party testimonials continue to drive consumers directly to retail and master their channel. Gareth Richards is CEO and owner of Outdoor ProLink. He has a demonstrated history of working in the sporting goods industry and is skilled in retail, sales, event management, team building, and sporting goods. He is a strong business development professional with a MA focused in Experiential Education from University of Colorado at Boulder.

Episode Highlights: Hear how the welcoming and engaged community of Veloclub is fueling their membership growth  Abby Mickey shares her personal story against inequality in cycling and as a female journalist  Learn how Youtube as a channel is helping build an audience excited about women’s racing Description: I’ve been a long time follower of Cycling Tips and became even more of a fan when Abby Mickey, retired professional cycling and extraordinary journalist joined the team. Abby brings a beautiful narrative touch and has such a strong sense of storytelling that it makes every story richer and offers a point of differentiation. I was absolutely thrilled to host her as my guest on this episode of Channel Mastery. During our interview, Abby shares the story of joining the team at Cycling Tips as Associate Editor and the negative response from some of the audience members. This unwarranted feedback was sent to her via email, comments on podcasts and articles or directly to the Editor in Chief.  She also shares how the community of Cycling Tips membership, Veloclub is highly engaged, loyal and quickly expanding. You’ll also hear how Youtube is becoming a channel important to women in cycling. Abby was born and raised in the mountains of Colorado. Until college she was a ski racer but once at the University of Colorado Boulder she discovered the world of bikes. She participated in mountain and road racing until she graduated from school with a degree in History. Afterwards she pursued a professional career in road racing and competed in Europe and the USA until 2019 when she hung up her race bike. Now she is an Associate Editor at CyclingTips. She focuses on covering the women’s professional peloton through writing and also on her podcast, Freewheeling.

Episode Highlights: Host, Kristin Carpenter, sits down with Renita Smith and Emily Newman to offer a look at the tools Camber Outdoors offers to “Meet the Moment” A recent workplace survey by Glassdoor reported that 76% of employees and job seekers said a diverse workforce was very important when evaluating companies and offers. Hear how Camber Outdoors works with companies to move closer to the goals of diversifying their workforces As we approach the one year anniversary of the murder of George Floyd, it’s timeto check in on the goals and promises you made as an organization over the past year    Description: In June 2020, Emily Newman and Renita Smith of Camber Outdoors went live on Facebook with Channel Mastery host Kristin, in the midst of protests surrounding the murder of George Floyd. During that discussion, they announced the release of new resources Camber had created to help brands and businesses in the specialty markets and outdoor industry move forward with their diversity, equity and inclusion initiatives. Now, as we approach the one year anniversary of George Floyd’s murder in late May, Emily and Renita offered a check-in or progress report and “Tools to Meet the Moment.” The discussion invites organizations to revisit the promises made a year ago and continue to learn, act and change within their organizations. With a recent Glassdoor workplace survey reporting that 76% of employees and job seekers said a diverse workforce was very important when evaluating companies and job offers, it’s important now more than ever to continue work in this space and continue to revisit the promises outlined in 2020. Emily Newman is Executive Director of Camber Outdoors and serves as ex officio on the organization’s board of directors. Prior to joining the organization in 2019, Emily served as Founder and Founder & Principal of Beechwood Partners, a social-impact consultancy dedicated to developing vision, strategy, operational systems and teams for foundations and field-leading nonprofit clients.  Notable projects included work with the Obama Administration’s My Brother’s Keeper Alliance, Microsoft, Majestic Realty Foundation, PeerForward, the Los Angeles Urban League and a variety of prestigious Tribal Government and Family Foundations. Emily holds a Bachelor of Arts degree from Barnard College at Columbia University and a Master of Science from the New School for Social Research.  Renita Smith is Chief Programs Officer of Camber Outdoors and a proven leader in driving superior performance, financial value, and positive social impact for enterprises spanning the private and nonprofit sectors. She is passionate about creating diverse, equitable, and inclusive workplaces that enable companies to better reach and serve customers, employees, partners, suppliers, and their communities. In her role at Camber, Renita devises our strategic roadmap and leads the implementation of all programs, initiatives, and resources that will support the $887 Billion Outdoor Recreation Economy in building a diverse talent pipeline and creating inclusive hiring practices and workplaces. Renita serves on the boards of several organizations focused on health, education, and the arts. She is particularly passionate about helping to equip low-income, minority, and/or underrepresented young people actualize their potential in college, career, and beyond. She holds a Bachelor’s Degree in Economics from Stanford University and a Master of Business Administration from Stanford Graduate School of Business.

Episode Highlights: Scott Buelter, Ascent 360 CEO and founder returns to the show to share the newest consumer trends to focus on in Q2 2021 In the 2020-2021 ski season, resorts went from 15% consumer data collection to 90% consumer data collection almost overnight. What’s next for the ski industry? As biking is about to pick back up, hear what you can do as a specialty retailer to stay connected and engage with your target consumer above your competitors    Description:  Ascent 360’s CEO and founder, Scott Buelter is back for another appearance on this episode of Channel Mastery. Scott joined us for episode 157 in January 2021 and shared key consumer trends we could expect as we were in the first month of a brand new year and quarter. We were eager to get him back for this episode so he can share a wealth of information from Q1 and what we can focus on in specialty business as we’re now into Q2.  We’ve all known that consumers in specialty markets are passionate. They’re willing to work around fragmentation and friction for our products because they adore their sports and the community that come along with them. Scott shares some of the personal touches he’s seen retailers hone in on this year to uplevel their human to human connections and increase their engagement.  With so many newcomers first to the skiing industry and now as we enter the 2021 biking season, the specialty experience has to evolve. This is a must listen to episode, as Scott advise on what’s working and what’s not working with the data to better understand it. As CEO and president, Scott Buelter guides Ascent360’s strategy and vision. His mission is to bring enterprise-level marketing capabilities to midsize businesses through a powerful CDP, allowing them to better understand their customers and achieve continual growth. Buelter draws upon his data analysis and digital marketing experience at companies such as Nike, Disney, Royal Caribbean, Loews Hotels, American Express and Samsung, as well as upon his academic background. Buelter received an MBA from the University of California–Irvine and a Bachelor of Science in economics from the University of San Diego, in addition to studying at the London School of Economics and the Institute of Education Sciences in Berlin and Vienna.

Episode Highlights:   Live Feisty founder, Sara Gross, shares how creating content that fits their ever-evolving target consumer and staying connected with that consumer has helped Live Feisty grow and expand their community Sara shares insight to her life and story as a professional athlete, mom, content creator, podcast host, Ph.D., and business owner and more   Hear how Live Feisty expanded into a number of different spaces when the pandemic hit and how they pivoted from in-person to virtual events   Description: On the Channel Mastery podcast, we focus on the importance of knowing your target audience and really speaking to them, engaging with them, and staying connected to them. What I enjoyed most in speaking with Sara Gross, Live Feisty founder, for this episode is that she not only focuses on staying true to her target audience, but is also quick to pivot and expand Live Feisty’s content as their audience continues to grow and change.  Sara tells us how the name “Live Feisty” came to fruition and how building a safe and inclusive community is at the heart of all they do. She also shares the challenges and opportunities Live Feisty faced in order to shift from in-person events to virtual events through 2020.   To wrap up the interview, she said something that is still resonating so much for me. She said, “...people say to fake it until you make it, but I don’t think that’s it. It’s a willingness to work in the dark.” If you’re an entrepreneur struggling to forge ahead or simply looking for some inspiration from a real visionary, you’ll find a lot of value in this episode. Sara Gross is an Ironman triathlon champion, an academic, podcast host, tiktok-er and the founder of Live Feisty Media. After twelve years as a professional triathlete and three major international wins, Sara set her sights on shifting the cultural narrative for athletic, performance-minded women. Sara founded Live Feisty Media in 2017, a company that creates content for active, feisty folks who love to sweat or be covered in mud from time to time. Sara’s PhD is in women’s history and you can hear her unsolicited opinions about many things every Friday on the ‘If We Were Riding’ podcast.

Episode Highlights: You’ll hear how Outside Inc., is modernizing endemic journalism through editorial and experience acquisitions and a strong content ecosystem Robin and Kristin share how Covid-19 shifted consumer behavior and how those shifts are connected to a massive influx of newcomers into the outdoor markets  You’ll get Robin’s take on one of the most important approaches to retain these newcomers - making it easy for them to identify and actively engage with their passions Discover the long-term vision and strategy for Outside Inc., including its membership program and how the teams at Outside Inc.’s myriad of publications and brand experiences will work to “catch and keep” our outdoor recreation newcomers in 2021  Welcome to another season of Channel Mastery! This episode featuring Robin Thurston, CEO of Outside is our inaugural episode of season four. We can’t wait to offer another season of Channel Mastey, presented by Verde Brand Communications.  Robin is the CEO of Outside, the world’s leading creator of active lifestyle content and experiences. Formerly known as Pocket Outdoor Media, Robin acquired Outside along with other companies such as OutsideTV, Gaia GPS, AthleteReg and Peloton magazine in February 2021. To say I was excited to interview him is an understatement. Through these acquisitions and a major rebranding, Robin and the Outside team have created an incredible content ecosystem that is changing the experiential and outdoor media market and single handedly modernizing journalism.  On the episode, he shares how their strong content enables them to create data that leads to personalization and ultimately converts to membership and a tailored consumer experience. We touch on the consumer behavior shifts that took place in 2020 and how Outside is focused on connecting and engaging with newcomers to the outdoor industry. As always, thanks for listening to Channel Mastery! Subscribe today to hear new episodes first all season long! Robin Thurston is the CEO of Outside, the world's leading creator of active lifestyle content and experiences. Formerly known as Pocket Outdoor Media, Robin acquired Outside along with other companies such as OutsideTV, Gaia GPS, AthleteReg, and Peloton Magazine in February of 2021. Outside now reaches 70 million of the most active consumers across its web, print, podcast, social, video, and TV platforms. Before joining Outside, Robin ran a consumer genetics company called Helix in Silicon Valley, and co-founded and built MapMyFitness into one of the world’s largest open fitness tracking platforms. A Colorado-native, Robin resides in Boulder with his wife and three children.

Description: For this week’s show, we’re replaying our MOST downloaded show ever in four plus years of Channel Mastery - the Jennifer Kriske, Machines for Freedom show, originally released as episode 118 in January 2020. Jennifer is founder and CEO of Machines for Freedom, a very specialized, very awesome women’s cycling apparel brand. Her entrepreneurial spirit and approach showcases a spirit and drive to serve her target consumer. She does that through the right mix of channels, remarkable content and a comfort around putting a continued stake in the ground with inclusivity. She was a groundbreaking leader in this regard and I am completely inspired by her.  Her message in this episode is one that should really resonate with the specialty business community served with Channel Mastery.  Enjoy this encore episode, and know that within a couple of weeks, Channel Mastery will enter a new season with a stellar line-up of guests. We’re up-leveling the show to be the vehicle you need to know what’s working and what’s not to serve your focal consumer today.  Jennifer Kriske is Founder of Machines for Freedom, a high quality, high performance, women’s cycling apparel company. Prior to Machines for Freedom, she held positions ranging from entertainment media and hotel and restaurant design. In the midst of designing restaurants, she took up cycling and realized the need for kits that were more specifically designed for women. Machines for Freedom launched in 2014 and immediately created palpable changes in the cycling world which has led to an industry-wide shift in the way cycling apparel is designed and marketed. Machines For Freedom not only proved to the industry that an entire market exists, but the company innovated and elevated cycling apparel for women in a way no other brand has, while building a strong and organic community riders who support each other, challenge themselves, and spread good vibes.

Episode Highlights: After in-person events were cancelled in 2020, SIA names tradeshow and event veteran, Brian Stephenson Director of Snowbound Festivals What changes can consumer trade shows like Snowbound make to minimize the negative environmental impact of such large in-person events? Hear how offering educational and relevant content year-round through SIA’s membership portal creates a barrier-free entry point for newcomers to the sports and bridges the gap between experts and novices  Description: In the summer of 2020 and in the height of the COVID-19 pandemic, Brian Stephenson was named Director of the Snowbound Festival, an event that many of us have always considered the kick off for the winter season. Brian was hired by SIA and brings with him an extensive background in consumer events like Comicon, Star Wars Celebration with Disney and Lucasfilm, and many others.  The cancellation of in-person events was our reality over the past year, and though we can’t say for certain what the next year will bring, developing a whole new ecosystem and expanding on the concept and community facet of an event like Snowbound is what Brian will bring to the table.  A membership site is a platform we haven’t discussed here much on Channel Mastery, but our consumers are continuing to evolve and become even hungrier for our content. Similar to email lists, memberships create an audience willingly engaging in what we have to say and offer a community. SIA and Snowbound are widening the portal for the newcomer to winter sports, bridging the gap between an expert and a novice and bringing all of these components together under one portal and then the literal, roof, of the consumer shows. Also on the minds of so many of our evolving consumers is sustainability and how their favorite brands, businesses and organizations are aligning their practices with that of the consumers. Brian shares what Snowbound Festivals of the future are doing to ensure they’re practicing what they preach and keeping the environment and sustainability at top of mind. Brian Stephenson is the Director of Snowbound, the new consumer platform of Snowsports Industries of America (SIA). Brian started his career in the winter division of Airwalk and then became the Sports Marketing Manager for SoBe Beverages at PepsiCo and oversaw the partnership with Burton Snowboards including the US Open of Snowboarding and the winter athlete program. After leaving Pepsi, Brian helped create a new consumer pop culture event division at Reed Exhibitions called Reedpop. Reedpop runs some of the largest consumer events in the world including New York Comic Con, Star Wars Celebration, ComplexCon, PAX, Emerald City Comic Con, and many more. While at Reedpop Brian built and maintained relationships with global partners including CBS, Crunchyroll, Disney, DC Entertainment, Lucasfilm, Marvel, Microsoft, Warner Bros, and many others. Brian joined the SIA team in 2020 and is bringing his multi-faceted brand and event experience together with his love of Snowsports to build the new Snowbound Festivals.

Episode Highlights: Rach McBride, a non-binary pro-athlete, shares how they use their platform to be a vehicle for positive change and how brands can follow their lead People for Bikes introduces new sub committees including a DEI focused committee bringing together individual brands to discuss racial and gender inequality and how to make everyone feel safe on bikes Hear why accepting progress over perfection is the first step for brands!   Description: Rach McBride is known in the sports community as ‘the most interesting person in triathlon.’ They were the first triathlete to come out as non-binary and they are using their voice, story and platform, to create an inclusive community and bring awareness and education to individuals and businesses. Rach joins me on this episode of Channel Mastery, along with Jill Nazeer, Diamondback’s Director of Marketing. You’ll hear Rach’s story of becoming a professional athlete a little later in life, respectively, and what’s ahead for 2021 after the cancellations of so many races in 2020. Rach and Jill share details of the Diamondback Gravel Scholarship, the growth of gravel and what People for Bikes is doing to create a more inclusive and safer environment for new or established cyclists.  This is a must-listen for brands and businesses unsure about where to start when it comes to inclusivity, diversification and equality. Brands are in the driver seat of the vehicle of change and it’s time to embrace progress over perfection. Rach has been racing full-time as a professional triathlete since 2011. Known as the “Purple Tiger,” they are a three-time Ironman 70.3 Champion and have numerous podium and course record results across several distances in the sport. Deemed "the most interesting [person] in triathlon" by TRS Radio, Rach is the first professional triathlete to be out as gender non-binary. They hold two graduate degrees in genetics and are an accomplished cellist. Rach loves being a minimalist, spinning fire, and working in sexual health education and advocacy in beautiful Vancouver, Canada, where they live and train. Jill Nazeer is the Marketing Director at Alta Cycling, the parent company of Diamondback, Raleigh, Redline, Haibike, and IZIP. Jill has experience working in the outdoor industry for brands such as K2 and The North Face, as well as at non-profits such as the Leukemia & Lymphoma Society’s Team In Training where she managed their Triathlon and Cycle teams. Originally hailing from Chicago, Jill takes full advantage of Seattle’s adventurous spirit, and enjoys bringing her passion for the outdoors to the community.

Episode Highlights: Learn how Overland International is utilizing a multi-channel approach to marketing - print, podcasting, online, email - to connect with its customers. Why authenticity is so important in your marketing strategy - it makes all the difference and Overland International is doing an amazing job at it! The future of consumer shows, like the Overland Expo. Is there still a place for shows like this today? Overland International’s secret sauce to making newcomers feel welcome - and how this is the key to success for the industry. Description: Scott Brady of Overland International has been a path burner for the overland community for years, and continues to lead the charge when it comes to connecting, engaging with and welcoming new participants to the industry. Overlanding, which has grown into a nearly a trillion dollar industry was once thought of as separate from the outdoor industry, but Brady continues to tie together the two into a broader ecosystem that is beneficial for everyone. In this episode, you’ll hear how he’s mastering a multi-channel mix to continue to connect with his established audience on channels he owns, while also welcoming and engaging new enthusiasts. He also highlights the importance of continuing to diversify the fans and followers of the sport for long-term industry success. We also touch on predictions for the future of consumer shows like Overland Expo and the challenges we’ll face in years to come because of the pandemic and shutdowns. Overlanding may be a lesser known branch of the outdoor industry, but it’s one I’ve been excited to keep an eye on for the past few years and even more so while studying how the consumers have changed and shifted their behaviors and preferences because of COVID-19. Scott is an adventure driver and consultant who has worked on various specialty-vehicle projects for auto manufacturers, aftermarket companies, and television producers such as Top Gear. He is a passionate photographer and writer with international credits, the only American to have won the esteemed Outback Challenge, Morocco, and a Tread Lightly Master Trainer. Business ventures during the past decade include the Overland Society, Expeditions West, Expedition Portal, and Overland Journal. He has traveled through over 60 countries and across every continent. His most current project, Expeditions 7, is a round-the-world overland odyssey in two 78 Series Toyota Land Cruisers. After reaching the end of the road, he enjoys canyoneering, climbing, and mountain biking. Scott lives in Prescott, Arizona.

In this episode of Channel Mastery, I sit down with Maria Boustead. Maria started Po Campo, an international distributor of functional, stylish, and practical cycling bags for riders of all ages after realizing there was a major need for a bag that cyclists would find functional and enjoy using throughout their normal workday. Maria and I dive into the foundation of Po Campo, how the pandemic completely shifted their marketing efforts, product focus, equity crowdfunding, and much more. Over the past 11 or so months throughout the pandemic, we’ve seen huge booms and a wave of newcomers in the cycling industry. Maria admits that their success at Po Campo, may have been a bit of - right product at the right time - but she is incredibly proud of being able to support and serve both the new cyclists of 2020 and the veteran cyclings with good gear from Po Campo. Through the biking boom, she and her team were especially focused on finding the right channel mix to reach their target consumers, who were surprisingly different in 2020 compared to years prior. While their company website may have been the initial workhorse, investing heavily in their digital presence and a new website, proved to be a focal point and necessity for the brand in order to reach and engage with their new consumer What I was most excited to talk to Maria about is a channel we haven’t explored much here on Channel Mastery and that’s Equity Crowdfunding. Rather than crowdfunding with a model like Kickstarter, Po Campo opted for a Equity Crowdfunding, which provides donors with a financial stake in the business. After building the brand alongside their customers, Po Campo felt providing this piece of the Po Campo pie and financial stake was the absolute right move for their business.  If you’re  interested in scaling a small business, while keeping the end consumer at top of mind and focusing on how to reach and engage them, tune in to this week’s episode of Channel Mastery.   TAKEAWAYS FROM THE EPISODE Maria shares the channel shifts and growth they discovered at Po Campo with the massive influx of newcomers to the cycling industry. Through a new website focused on serving their target consumer and investing in their digital presence, Po Campo grew their online sales by 250% yoy. Po Campo brought in a team of industry professionals, including past Giro and Marmot teammates to grow the business in marketing, product development and financial management to help with planning for the future.  Through equity crowdfunding rather than a more traditional crowdsourcing platform like Kickstarter, Po Campo offers a piece of the company to continue to connect with their consumers and brand followers. Maria is the founder and CEO of Po Campo, an internationally-distributed line of functional, stylish, and sustainable bags designed specifically to make biking a better and more seamless part of your life. Since May 2013, Po Campo has partnered with World Bicycle Relief, donating a portion of sales to funding the purchase of bicycles for girls in developing countries so that they can get to school. An in-demand speaker, Maria has presented about her entrepreneurial journey in the bike and outdoor world at the League’s National Bike Summit, the Industrial Designer Society of America (IDSA) National Conference, and the Outdoor Retailer Trade Show, among others.

Kim Miller, CEO of SCARPA North America and a revered friend of mine and client of Verde Brand Communications is our guest today on Channel Mastery. In 2020, Verde launched a regular monthly episode series featuring resources and solutions to ensure people of color are more comfortable identifying as part of the outdoors communities. Verde is committed to strategically using our reach and the reach of our clients to welcome a more diverse participant base into the incredible outdoor community. On this episode, Kim shares the initiatives SCARPA North America has made to ensure they’re continually thinking about equity, diversity, inclusion and sustainability. In early 2021, they launched the inaugural “SCARPA Stands for Guiding Growth - Athlete Mentorship Initiative.” The goal of the program is to connect and engage the SCARPA Athlete team with accomplished athletes from historically marginalized communities, who are aspiring to take their sport or career to the next level. Listen to the full episode to learn more about the new initiative, Kim’s past and the mindset for SCARPA’s future and how diversity plays a role in the outdoor industry, growing a brand, and creating a sustainable working environment. TAKEAWAYS FROM THE EPISODE: The Scarpa team launched a program in 2021 entitled, “SCARPA Stands for Guiding Growth - Athlete Mentorship Initiative.” The program is designed to connect and engage the SCARPA athlete team with accomplished athletes from historically marginalized communities, who are aspiring to take their sport and career to the next level. Kim talks through the development of SCARPA’s Pillars of Principles or Pillars of Values - people, planet, principles and product. Now, more than ever, it is important for speciality businesses and brands to be vehicles of positive change. Kim shares how he and his team at SCARPA are ushering this type of positive and forward change. Kim Miller is the CEO of Scarpa North America, a performance-driven and purpose-built backcountry skiing, climbing, hiking, mountaineering, trail running, and telemark footwear company.

Scott Buelter, CEO and President of Ascent 360 joins us on this episode of Channel Mastery. Ascent 360 was founded with the mission to build advanced technology that does amazing consumer personalization and bring it to the outdoor industry and specialty businesses and brands. This idea was an incredibly forward thinking idea at the time and I truly believe it has elevated the opportunity for small and mid-sized specialty brands to earn the hearts, minds and trust of their target consumers - a mantra you hear me say often, Channel Masters. If nothing else, 2020 granted us all in specialty business experiences that worked or didn’t work. We now have so many things we can look back on and either graduate forward as we’re looking to manage another year or leave behind. Consumer behavior shifted at unprecedented rates last year and with that, consumer expectations changed too. We have to continue to be nimble and connect with our consumers on an emotional level and Scott is here today to offers real life examples of how to do just that. This episode is a great way to lead into 2021 and I am excited to see what Ascent 360 does next! GUEST PROFILES: As CEO and president, Scott Buelter guides Ascent360's strategy and vision. His mission is to bring enterprise-level marketing capabilities to midsize businesses through a powerful CDP, allowing them to better understand their customers and achieve continual growth. Buelter draws upon his data analysis and digital marketing experience at companies such as Nike, Disney, Royal Caribbean, Loews Hotels, American Express and Samsung, as well as upon his academic background. Buelter received an MBA from the University of California–Irvine and a Bachelor of Science in economics from the University of San Diego, in addition to studying at the London School of Economics and the Institute of Education Sciences in Berlin and Vienna.  

In this episode of Channel Mastery, I am joined by Andrew Osborn. Andrew became the VP of Brand Creative at Outdoor Research, a beloved Verde Brand Communications client, after years of working in creative studios and on the design side of advertising agencies. He started at Outdoor Research just weeks before Covid-19 hit the states and has played a pivotal role in rebranding and guiding creative efforts throughout 2020 and is leading the charge into 2021. Outdoor Research proved to be the leader of innovation and product development when they pivoted their productions early in the pandemic to create their face masks. In this interview, we dive into Andrew’s past work, how they quickly shifted production in the pandemic, where OR is headed next, and what 2021 has in store for brand storytelling, consumer engagement, and hard goods marketing, and more. With a background in design and interactive experience, Andrew Osborn isa creative director who blends passion and profession with a strategic focus in the athletics and outdoor industries. He currently serves as Vice President of Brand Creative at Outdoor Research.

Michelle Duffy, Director of Off-Road Events and Marketing for Life Time leads a small and mighty team with huge hearts and a huge commitment to their event athletes. If you are a long-time listener of the podcast, you have likely heard me talk about my love for Leadville and other events that the team at Life Time puts on annually. If you haven’t heard me talk about it, episode 100 recaps the significance of the 2019 race for me personally and introduces Kimo Seymour, SVP of Operations at Life Time. Understanding my own personal love for the events they host, it was obviously unfortunate that almost every single event was cancelled due to the pandemic this year.    What I am most proud of though in working with Michelle directly and Life Time as a client of Verde Brand Communications throughout the year, is that their team did not shy away from the public, they didn’t climb into the figurative holes each of us likely considered, even if just for a second. No - Life Time’s team immediately found ways to stay connected to their target consumers. They offered challenges to all groups of people to participate in, they rebranded in the midst of a pandemic, they raised unbelievable amounts of money for foundations and organizations within their racing communities and pivoted in so many more ways than you’d believe. I cannot wait to see what the Life Time team does in 2021! Michelle Duffy is the Director of Off-Road Events and Marketing for Life Time.

Earl Hunter, President and founder of Black Folks Camp Too joins Kristin Carpenter and Alice Baker on this episode of Channel Mastery.  Black Folks Camp Too is a marketing-driven business with a mission to increase diversity in the outdoors. He and his son took a three-month road trip, staying at campgrounds across America and in those three-months, he saw only one other black family. It was through this experience and more, that he began his mission to help bring people of color into the outdoors.  Earl’s passion, energy and enthusiasm is infectious. He challenges brands and companies to join him on his mission, a marathon, not a sprint and lean on him and his company to help drive the change in the outdoors and the outdoor industry overall.  We were elated to have Earl on as a guest and look forward to following his mission and connecting Channel Masters with his cause.  Earl Hunter is an experienced business leader across multiple industries. He has been widely recognized for his ebullient personality, hard work ethic and non-traditional approach to building relationships and closing deals. He is the founder and President of Black Folks Camp Too - a marketing-driven business whose mission is to increase diversity in the outdoor industry by making it easier, more interesting and more fun for black folks to go camping too.