Today on The Rock Fight, Colin digs into the question: what the hell is an “emerging brand” anyway?

Joined by Emily Holland (Founded Outdoors) and Lloyd Vogel (Garage Grown Gear), the conversation talks about what life is really like for small outdoor businesses.

• Defining “Emerging”: Why the term is so fuzzy and whether it even matters.
• Founded Outdoors: How the organization is creating a free, vibrant community (and consulting arm) to support founders, minimize gatekeeping, and provide resources for early stage outdoor companies.
• Success & Failure: Why most small brands don’t flame out dramatically, but quietly fade away and how expectations play a huge role.
• Product vs. Brand: The chicken-and-egg debate. Do you lead with killer gear, or build a story first?
• Why Small Brands Matter: Faster innovation, closer ties to real community needs, and local economic impact.

They also debate whether the outdoor industry is too insular, how outside perspectives (Sephora anyone?) could add value, and why supporting small brands doesn’t always mean paying a premium.

Thanks for listening! The Rock Fight is a production of Rock Fight, LLC.

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