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, BC

Links:
Connect with Lloyd on LinkedIn

Connect with Christian on LinkedIn

Garage Grown Gear

KORE

Adotec Gear (bear bags)

Derek Sivers - "Hell Yeah or No"

Norda Run

Huckberry

Nathan Barry - Skyscrapers vs. Strip Malls

Nemo Hornet

Black Diamond Deploy Down Hoody 0.5

Justin 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 Agency
Candide Skis
Forward Outdoor Apparel
Faction Skis
Db Journey
Black Crows Skis

Looking Sideways Podcast with Db Journey founder Truls Brataas

Connect with Tony on LinkedIn

Connect 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 Cover

• The tension between growth, authenticity, and maintaining control in founder-led businesses
• How adventure and time offline influence entrepreneurial resilience and creativity
• The reality of startup funding: lessons from angel investment and Shark Tank
• The evolving mission and market of Heather’s Choice—from outdoor meals to everyday solutions
• The bold move from Alaska to Oregon to scale manufacturing and build a sustainable future

Learn more about KORE - Kootenay Outdoor Recreation Enterprise

Links:
Heather's Choice
Proper Hotel - Austin
Profit First - book

Connect with Heather on LinkedIn
Connect with Christian on LinkedIn
Christian'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 organizations

Discovering 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 Brands
EOS 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 Outdoors

The EOS Vision/Traction Organizer

Books mentioned:
Traction
What The Heck is EOS?

Connect with Dawson:
Dawson's website
Dawson on LinkedIn

Connect with Christian:
Christian's website
Christian 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 different
• Prioritizing product over marketing—and why that’s working
• Building relationships instead of transactions with early customers and ambassadors
• The emotional toll and self-discovery of being a founder
• The role of strategic partners and angel investors
• What's next for Seniq’s product expansion and retail growth

Learn more about KORE - Kootenay Outdoor Recreation Enterprise

Links:
Seniq
Seniq Ski Collection launch video
Tina's blog post - Advice Worth Ignoring: Building a Startup on Gut Instincts
Anna Wintour's Masterclass
Founders 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 Summit

Aaron's YouTube channel: Super Rider
Aaron's podcast: Second Nature

The Second Nature Slack channel

The Infinite Game - book by Simon Sinek

Influencers vs Content Creators - interview with Patrick Crawford

Six 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 KORE

Wild Rye website

Second Nature Podcast with Cassie

Title Nine Pitchfest

Women-Led Wednesday

Tory Burch Foundation Fellowship

Cassie on LinkedIn

Christian 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 Outdoors

Noso Patches website

Noso Patches on Instagram

GoggleSoc

Traction book & the EOS System

Rocky the Rocket

Connect with Kelli on LinkedIn

Connect with Christian on LinkedIn