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 Outdoors
Links
Yardsale website
Yardsale's Substack (Behind the scenes of building the brand)
See their NYC subway ads & truck ads
Watch their Shark Tank episode
South Park documentary about their creative process: 6 Days to Air
Connect with Cristina on LinkedIn
Connect with Christian on LinkedIn
Darren Rayner has been shaping how brands tell stories online for more than two decades. As the founder of Magnafire, a Vancouver-based creative agency working with Red Bull, Arc’teryx, and Lululemon, Darren shares how his early days running a snowboard apparel brand gave him a unique lens on content long before “content” was a thing.
In this episode, we trace his journey from spray-painting t-shirts and hacking video streams in 2001 to leading a team producing some of the most effective short-form content in the outdoor industry today. Darren breaks down why short videos outperform long ones, how brands can use the “content pyramid” to stretch their budgets, and why founder-led storytelling matters more than ever. It’s a practical, inspiring conversation for any entrepreneur who wants to use video strategically without overcomplicating it.
Learn more about KORE Outdoors
Highlights from the conversation:
Connect with Darren on LinkedIn
Connect with Christian on LinkedIn
Links to things mentioned in the conversation:
Magnafire
Zendaya x On Running - Zone Dreamers
Satisfy Running - I Think I Saw You On My Run Today
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 Highlights
Learn more about KORE - Kootenay Outdoor Recreation Enterprise
Connect with Bill on LinkedIn
Connect 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:
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
Adotec Gear (bear bags)
Derek Sivers - "Hell Yeah or No"
Nathan Barry - Skyscrapers vs. Strip Malls
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:
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
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:
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
Second Nature Podcast with Cassie
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 on Instagram
Traction book & the EOS System
Connect with Kelli on LinkedIn
Connect 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 Outdoors
Connect with Andy on LinkedIn
Connect 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 Outdoors
Learn 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 :
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 Website
Alpine Fit on Instagram
Learn more about KORE Outdoors
Connect 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:
Learn more about KORE by visiting their website
Connect with Wylie on LinkedIn
Connect 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:
Learn more about NW Alpine and see their gear: NW Alpine
Learn more about KORE: KORE Outdoors
Connect with Bill on LinkedIn: Bill Amos
Connect with Christian on LinkedIn: Christian Rawles
Want 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 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.com
Show Notes:
Garage Grown Gear
Senchi Designs
Virginia Foothills Designs
Inbox When Ready - email inbox manager
Light Phone - mobile phone Lloyd uses
You can connect with Lloyd on LinkedIn: Lloyd Vogel
You 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:
Links to things mentioned in this episode:
The Act of Listening with David Isay
Raide Research
DPS Skis
Start 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
