KORE Outdoors Podcast

In this episode, Christian sits down with Bill Amos, founder of Northwest Alpine, to talk candidly about his decision to close the company after 15 years. Bill shares what went into making the call, the relief that followed, and he reflects on what he's learned through the experience. From the challenges of sustaining a U.S.-made apparel brand to the pressures of demand, cash flow, and retail consolidation, Bill offers unfiltered insights on the hard truths of entrepreneurship. He also reflects on the future of domestic manufacturing, why demand matters more than margin, and what independent retailers and small brands need to survive in a changing market. This conversation is an honest look at the other side of building a brand—the moment when stepping away is the wisest choice.Episode HighlightsThe decision-making process behind closing Northwest Alpine and how Bill felt after the announcement.Why demand, not margin, is the biggest driver of viability for small brands.Lessons from running a U.S.-based manufacturing business—and why Bill still believes in its future.The current state of outdoor specialty retail, the REI problem, and what independents need to thrive.Why direct-to-consumer is increasingly expensive, wholesale is tough, and what founders can do to find a "third way".The importance of in-person connection, founder-led storytelling, and community-driven growth.Advice for aspiring entrepreneurs who want to build U.S.-made outdoor brands—and why Bill says to “wait five years.”What’s next for Bill as he takes on a new role leading apparel development at Spiritus Systems.Learn more about KORE - Kootenay Outdoor Recreation EnterpriseConnect with Bill on LinkedInConnect with Christian on LinkedIn

Lloyd Vogel, CEO of Garage Grown Gear and keynote speaker at the upcoming KORE Summit, returns to the podcast for a timely conversation about leading a growing business, why ultralight backpacking has become backpacking and the future of independent outdoor retail.Episode Highlights:The personal evolution from doing everything to leading everything — how Lloyd shifted from solopreneur to CEO.Garage Grown Gear’s framework for saying “no” to good ideas to make room for great ones.Why ultralight backpacking isn’t a niche anymore—it’s becoming the new norm in outdoor retail.The importance of staying deeply connected to your brand’s purpose and resisting horizontal sprawl.How independent retailers can win by creating spaces of discovery, not sameness.REGISTER for the KORE Summit. October 2-3, 2025 in Kimberley, BCLinks:Connect with Lloyd on LinkedInConnect with Christian on LinkedInGarage Grown GearKOREAdotec Gear (bear bags)Derek Sivers - "Hell Yeah or No"Norda RunHuckberryNathan Barry - Skyscrapers vs. Strip MallsNemo HornetBlack Diamond Deploy Down Hoody 0.5Justin Outdoors YouTube channel

In this episode, Christian talks with Tony McWilliam, founder of Faction Skis, about the realities of starting and scaling a product-focused brand. Drawing from his design background, Tony shares how design thinking helps with branding, problem-solving, and decision-making. He dives into the risks of expanding too quickly, the importance of staying focused, and why early-stage founders should do every job themselves. They explore the value of deep relationships with factories, retailers, and mentors and candid advice on margin, funding options, and building a sustainable business. A must-listen for outdoor industry entrepreneurs navigating the messy middle of brand growth.Episode Highlights:Why design thinking is a powerful framework for brand building and problem-solving.The three pillars every business needs: Product, Demand, and Distribution.What founders should not outsource in the first few years.Why deep relationships with factories are more valuable than chasing the cheapest quote.Candid advice on margin: it matters, but not at the expense of long-term success.The importance of mentorship, community, and asking for help in the early stages.Links:KORE Outdoors Tony's Website: The Woods AgencyCandide SkisForward Outdoor ApparelFaction SkisDb JourneyBlack Crows SkisLooking Sideways Podcast with Db Journey founder Truls BrataasConnect with Tony on LinkedInConnect with Christian on LinkedIn

In this episode, Heather Kelly, founder of Heather’s Choice, shares the raw, real story behind building her food company from scratch. She talks about how outdoor adventures shaped her confidence, what she learned from raising early-stage capital, and the emotional toll of nearly going bankrupt. Heather also reflects on her Shark Tank appearance, the big move from Alaska to Oregon, and why she’s choosing to scale her business her way. This is a conversation about ambition, resilience, and staying grounded in your values even when the pressure to grow fast gets loud. If you’re building something, this one’s for you.Topics We CoverThe tension between growth, authenticity, and maintaining control in founder-led businessesHow adventure and time offline influence entrepreneurial resilience and creativityThe reality of startup funding: lessons from angel investment and Shark TankThe evolving mission and market of Heather’s Choice—from outdoor meals to everyday solutionsThe bold move from Alaska to Oregon to scale manufacturing and build a sustainable futureLearn more about KORE - Kootenay Outdoor Recreation EnterpriseLinks:Heather's ChoiceProper Hotel - AustinProfit First - bookConnect with Heather on LinkedInConnect with Christian on LinkedInChristian's website

This episode is a conversation with Dawson Westeknsow, a seasoned product leader in the outdoor industry who has held key roles at Thule, REI, and Oboz Footwear. Now working as a professional EOS (Entrepreneurial Operating System) Implementer, Dawson shares the principles of EOS and how it can dramatically improve leadership, structure, and clarity for businesses—especially those in the outdoor industry.Key Topics:Dawson’s Journey into Outdoor Product Management From sales at a power tool company to leading product at REI and Oboz, Dawson’s entrepreneurial spirit found a home in product roles that mimicked running mini-businesses within larger organizationsDiscovering EOS Dawson was first exposed to EOS while working with a founder-led outdoor brand facing leadership dysfunction. The system helped untangle issues by introducing clarity, structure, and accountability.What Is EOS? EOS is a simple, proven framework to help business owners get what they want from their business by focusing on:Vision – Clear goals and a roadmap to get there.People – Right people in the right seats.Data – Running the business on facts, not feelings.Issues – Identifying and solving problems at their root.Process – Systematizing key operations.Traction – Ensuring day-to-day execution aligns with long-term goals.Why EOS Works for Small Outdoor BrandsEOS helps create the kind of business where founders can finally take a vacation—because everyone knows what they’re supposed to be doing and is actually doing it. It’s especially powerful for companies with fractional or remote teams.Real Results From smoother product launches to founders finally stepping out of the daily grind, Dawson shares stories of transformation that make a compelling case for EOS—even (or especially) for companies under 50 employees.Links & Show Notes:KORE OutdoorsThe EOS Vision/Traction OrganizerBooks mentioned:TractionWhat The Heck is EOS? Connect with Dawson:Dawson's websiteDawson on LinkedInConnect with Christian:Christian's websiteChristian on LinkedIn

Tina Thompson, co-founder of Seniq, joins us to talk about the deeply intentional process behind launching a new kind of outdoor apparel brand. From obsessing over product development to creating grassroots buzz without paid influencers, Tina shares the highs, lows, and learnings from Seniq’s first year in business.Topics We Cover:The origin story of Seniq and what makes it differentPrioritizing product over marketing—and why that’s workingBuilding relationships instead of transactions with early customers and ambassadorsThe emotional toll and self-discovery of being a founderThe role of strategic partners and angel investorsWhat's next for Seniq’s product expansion and retail growthLearn more about KORE - Kootenay Outdoor Recreation EnterpriseLinks:SeniqSeniq Ski Collection launch videoTina's blog post - Advice Worth Ignoring: Building a Startup on Gut InstinctsAnna Wintour's MasterclassFounders Podcast about Todd Graves of Raising Canes

This episode features a deep dive into the evolving world of outdoor content creation, brand partnerships, and community building with Aaron Lutze, former Red Bull field marketing manager turned full-time content creator and YouTuber behind "Super Rider." The conversation is rich with insights on how challenger brands can effectively partner with creators, the value of long-term brand relationships, and the future of media in the outdoor industry.Aaron shares his journey from being an OG trials rider and VHS tape producer to his corporate career at Red Bull, and his eventual return to content creation. He explains his belief in building value and community over time rather than chasing viral hits. Central to his philosophy is the idea that content is king, but distribution is queen. He discusses the challenges and rewards of building a YouTube channel from scratch, his dream of reviving the Japanese trials show "Super Rider," and why authenticity and long-term partnerships are key for brands working with creators.The conversation also explores field marketing, the art of creating "double secret handshakes" to unlock hyper-local opportunities, and how brands can connect meaningfully with communities rather than simply imposing their agendas.Show Notes:Learn more about KORE & the KORE SummitAaron's YouTube channel: Super RiderAaron's podcast: Second Nature The Second Nature Slack channelThe Infinite Game - book by Simon SinekInfluencers vs Content Creators - interview with Patrick CrawfordSix at 6 newsletter by Billy Oppenheimer 

In this episode, Cassie Abel, founder and CEO of Wild Rye, joins the podcast to share the real story behind building a women-first outdoor apparel brand rooted in the mountain town of Ketchum, Idaho.Cassie opens up about the early chaos of launching Wild Rye, including a flawed first product run, a last-minute brand name change, and the realities of navigating co-founder dynamics. She also talks through the years-long process of expanding into snow outerwear and what it means to lead with intuition in a data-driven industry.This conversation covers decision-making under pressure, the challenges of raising capital and the unique energy that comes from building a brand with heart. It’s a candid and insightful episode for anyone curious about what it takes to grow a purpose-driven business in the outdoor industry. Show Notes:Learn more about KOREWild Rye websiteSecond Nature Podcast with CassieTitle Nine PitchfestWomen-Led WednesdayTory Burch Foundation FellowshipCassie on LinkedInChristian on LinkedIn

The one and only Kelli Jones joins host Christian Rawles to talk about how she's grown Noso Patches from creating a patch to repair her beloved puffy jacket to a thriving business on a mission to keep outdoor apparel out of the landfill. Kelli has been instrumental in creating the Title 9 Pitch Fest and has worked hard to support and advocate for other female founders in the outdoor industry.This conversation covers how Kelli puts the 'show' in trade show, how she decided to go all-in on Noso, growing a business in a mountain town like Jackson & the work Noso is doing to keep outdoor apparel going for longer.Show Notes:Learn more about KORE OutdoorsNoso Patches websiteNoso Patches on InstagramGoggleSocTraction book & the EOS SystemRocky the RocketConnect with Kelli on LinkedInConnect with Christian on LinkedIn

Andy Bethune has spent his career developing brand and marketing strategies for the biggest names in the outdoor industry and founder-led startups just getting started. In this episode, Andy breaks down the components of branding and provides actionable steps to creating a clear brand strategy.This conversation covers topics such as consumer psychology, branding fundamentals, marketing strategies for startup brands, and what the outdoor industry can learn from the hunting industry.Andy is the Principal Strategist and Founder of Black Ram Consulting. Show Notes:KORE OutdoorsOrigin Agency Stone GlacierGritty FilmsFirst Light / Meat EaterConnect with Andy on LinkedInConnect with Christian on LinkedIn

In this episode of the KORE Outdoors podcast, host Christian Rawles talks with Rob Owens, the founder and president of Onward Up Sales and Marketing, an outdoor sales agency in Western Canada. Rob shares his journey from a sponsored climber and mountain guide to building a successful sales agency representing top outdoor brands. The discussion covers the crucial role of sales reps, strategies for early-stage brands, and the intersection of alpinism and entrepreneurship. Rob provides valuable insights on commitment, self-awareness, and risk management, all critical elements for thriving in the mountains and in business. This episode is packed with actionable advice for anyone involved in the outdoor industry.Show Notes:Learn more about KORE OutdoorsOnwardUp Sales & MarketingOutter Limits SaskatoonJack TackleMark Twain quote Storm CareLearn more about wuwei

In this episode of the KORE Outdoors Podcast, host Christian Rawles talks with Dan Durston, founder of Durston Gear. Based in Golden, British Columbia, Durston Gear is renowned for its innovative ultralight backpacking gear. The discussion covers valuable insights on product innovation, inventory management, and authentic marketing within the outdoor industry. Dan also emphasizes the importance of nurturing a passionate community and staying true to core values while leading a product-driven company.Show Notes :KORE OutdoorsDurston GearSlow ProductivityMontana Knife CompanyZenBivyAlpacka RaftsThermarestFounders Podcast

Jen Loofbourrow is the founder of Alpine Fit, an Anchorage-based brand focused on making functional outdoor apparel. As the name suggests, Alpine Fit has created multiple fits for its apparel so that customers can find the perfect size for them.In this conversation, we discuss the challenges that come with creating multiple fit styles and how this is an advantage that smaller brands have over larger ones. Jen talks about her experiences working for Lululemon and how the different seasons of her career prepared her for launching Alpine Fit.Links:Alpine Fit WebsiteAlpine Fit on InstagramLearn more about KORE OutdoorsConnect with Christian on LinkedIn

Wylie Robinson is the co-founder and Chairman of Rumpl. Up until November of 2024, Wylie was the CEO of Rumpl. In 2024, Wylie stepped down as CEO and brought in Josh Simpson to be the General Manager of Rumpl.This conversation covers the early days of Rumpl, building a brand, riding the wave of changes in social media, balancing the wholesale and e-commerce channels as well as how to build a team.Show Notes:Jeremy Koreski Old Growth photo Shawn Palmer - mountain bikerRumpl's original Kickstarter page with iconic imageRumpl websiteRock Fight podcast episode with Wylie Robinson & Josh SimpsonLearn more about KORE by visiting their websiteConnect with Wylie on LinkedInConnect with Christian on LinkedIn

Bill Amos is the Founder & CEO of NW Alpine based in Salem, Oregon. NW Alpine has been producing technical outdoor apparel in the US since 2010. For many of those years, NW Alpine produced everything in-house and was the contract manufacturer for several other brands.Here are a few of the topics covered in this episode:How alpinism prepared him for entrepreneurship Starting a USA-made brand in response to the 2008 financial crisisLessons learned from starting, growing and eventually closing a factoryWhy manufacturing in the US is critical for the future of the economyLearn more about NW Alpine and see their gear: NW AlpineLearn more about KORE: KORE OutdoorsConnect with Bill on LinkedIn:  Bill AmosConnect with Christian on LinkedIn: Christian RawlesWant to get in touch? Send an email: christian@koreoutdoors.org

Lloyd Vogel is the CEO of Garage Grown Gear, the online retailer that has become the go-to site for ultralight backpacking gear as well as the place to discover new brands and craft gear makers.Here are a few of the topics covered in this episode:The Importance of Differentiation: Why specialty retail needs to focus on unique, valuable, and convenient offerings.Taking Risks to Stand Out: How embracing lesser-known brands can lead to success in the outdoor industry.Lessons from GGG’s Journey: The role of strategic partnerships and supporting vendors with innovative solutions like small loans.Building a Thriving Audience: Tips on leveraging giveaways, email lists, and existing communities for growth.Long-Term Focus vs. Trends: Why following trends can be risky and how to ensure your brand evolves with the market.Advice for Founders: Lloyd’s tips for outdoor entrepreneurs on making impactful moves and focusing their energy where it matters most.A Changing Landscape: Lloyd’s thoughts on the current reckoning in outdoor gear retail and what it means for small businesses.The KORE Podcast is a production of KORE - Kootenay Outdoor Recreation Enterprise. You can learn more about KORE here.Want to get in touch? Email us at koreoutdoorspodcast@gmail.comShow Notes:Garage Grown GearSenchi DesignsVirginia Foothills DesignsInbox When Ready - email inbox managerLight Phone - mobile phone Lloyd usesYou can connect with Lloyd on LinkedIn: Lloyd VogelYou can connect with Christian on LinkedIn: Christian Rawles

Brendan Madigan is best known for his role as the owner of Alpenglow Sports, an independent outdoor retail shop in Tahoe approaching its 50th year of business. But Brendan's real superpower is his ability to build communities.Brendan also runs the Winter Speaker Series which will hit $2 million raised for local charities in 2024. He's the co-owner and race director of the Broken Arrow Sky Race as well as the co-founder of TrailCon. Here are a few of the topics that Brendan discusses in this conversation: How he is building a community of customers through Alpenglow Sports and the events that he runs Why specialty retail shops have a responsibility to give back to their communityHow trains and retains longterm staff at AlpenglowThe important role that challenger brands play in the outdoor industryLinks to things mentioned in this episode:The Act of Listening with David Isay Raide ResearchDPS SkisStart With Why by Simon Sinek

Cam Brensinger is the founder and CEO of NEMO Equipment, the outdoor equipment company renowned for its innovative tents, sleeping pads and sleeping bags. In this episode, Cam shares some of his mountaineering adventures that led him to start NEMO. He also tells the story of spending 12 years and $10 million before reaching profitability and how he's continued to buy out investors on his way to building a family-owned brand that will last for decades. Other topics in this episode include: * The bravery that comes from ignorance * How adventure brings out the best of us* The benefits of being a privately-owned company* Patiently growing NEMO with close to zero ad spend* Why ‘how we do things’ is more important than ‘how much’* Vision and values as guardrails * The importance of having people who will challenge you* Lateral and linear design processes

Casey Shaw is a product designer who has played an important role in outdoor apparel design and fabrication through his work at Cloudveil, Arcteryx and Patagonia. There’s a good chance he has contributed directly or indirectly to one of your favourite pieces of outdoor apparel.This episode is a wide-ranging conversation about how Casey approaches product design, how he thinks about innovation and the stories behind some of his favourite projects. He truly is a polymath and this conversation barely scratches the surface of his wide-ranging interests and skill sets. Here are just a few of the interesting topics he covers in this conversation:* Why climbing is the best activity for testing apparel* Tuning racing motorcycles & sound frequencies* Designing for a very specific activity leads to better products in general* Using cleverness (instead of money) to solve problems* The story of creating the Atom LT for Arcteryx* Working for Yvon Chouinard* Designing the worlds best down parka* Having a process for problem-solving* Measuring is as important as making* The theory of comfort* Risk with discretion can be a tool* Finding the sublime balance in life and innovation

Eoin Comerford was the CEO of Moosejaw Mountaineering for 12 years, from 2012 to 2024. During his time at the Michigan-based outdoor retailer, he launched many new initiatives including the Outdoor Accelerator, a topic discussed in this episode. He also led Moosejaw through an acquisition by Walmart and, later, by Dick’s Sporting Goods. Eoin is currently an advisor to, and investor in, early-stage outdoor brands. He is the Principal at Outsize Consulting where he spends his time advising founders and working with retailers and investors in the outdoor industry. A few of the topics covered in this episode are:Three things every founder should focus onThe advice Eoin gives every founder he works withPitfalls to avoid when raising investment capitalHow to create a plan to profitability