KORE Outdoors Podcast

Cristina Ashbaugh, co-founder of Yardsale, shares how they reinvented the ski pole by adding magnets and modular design—starting with taped-together prototypes in her San Francisco apartment. With no industry experience, she and co-founder Kelly McGee launched their business unconventionally: through NYC subway ads, cold-calling ski shops as a "student researcher," and a rehearsed Shark Tank pitch that secured an investment from Kendra Scott. Cristina discusses tactical strategies, including DIY PR that landed Fast Company coverage, managing wholesale complexity with customizable products, why they're running their own fulfillment instead of using a 3PL, and expanding beyond ski poles into bags and technical apparel for the "90% of skiers."Learn more about KORE OutdoorsLinksYardsale websiteYardsale's Substack (Behind the scenes of building the brand)See their NYC subway ads & truck adsWatch their Shark Tank episodeSouth Park documentary about their creative process: 6 Days to AirConnect with Cristina on LinkedInConnect with Christian on LinkedInFor more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/The KORE Outdoors Podcast is supported by the Province of British Columbia.

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 LinkedInFor more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/The KORE Outdoors Podcast is supported by the Province of British Columbia.

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 LinkedInThe KORE Podcast is a production of the Kootenay Outdoor Recreation Enterprise and is supported by the Province of British Columbia. Learn more about KORE and the podcast: https://koreoutdoors.org/podcast/

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 LinkedInThe KORE Podcast is a production of the Kootenay Outdoor Recreation Enterprise. Learn more about KORE and the podcast: https://koreoutdoors.org/podcast/KORE Outdoors gratefully acknowledges the financial support of the Province of British Columbia.#koreoutdoors #craftgearfromhere

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:Aaron'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 The KORE Podcast is a production of the Kootenay Outdoor Recreation Enterprise. Learn more about KORE and the podcast: https://koreoutdoors.org/podcast/KORE Outdoors gratefully acknowledges the financial support of the Province of British Columbia.#koreoutdoors #craftgearfromhere

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 LinkedInThe KORE Podcast is a production of the Kootenay Outdoor Recreation Enterprise. Learn more about KORE and the podcast: https://koreoutdoors.org/podcast/KORE Outdoors gratefully acknowledges the financial support of the Province of British Columbia.#koreoutdoors #craftgearfromhere

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:OnwardUp Sales & MarketingOutter Limits SaskatoonJack TackleMark Twain quoteStorm CareLearn more about wuweiThe KORE Podcast is a production of the Kootenay Outdoor Recreation Enterprise. Learn more about KORE and the podcast: https://koreoutdoors.org/podcast/KORE Outdoors gratefully acknowledges the financial support of the Province of British Columbia.#koreoutdoors #craftgearfromhere

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 InstagramConnect with Christian on LinkedInThe KORE Podcast is a production of the Kootenay Outdoor Recreation Enterprise. Learn more about KORE and the podcast: https://koreoutdoors.org/podcast/KORE Outdoors gratefully acknowledges the financial support of the Province of British Columbia.#koreoutdoors #craftgearfromhere