Channel Mastery

Show Highlights:

I’m delighted to introduce Tim Parr, CEO and Founder of CADDIS, to the show as we evaluate the founding story of his eyewear brand - an online direct-to-consumer platform, business wholesaler, and brick-and-mortar store. We discuss turning a product into a platform by going against the grain in the “age business” and how the market is reacting. 

 

In this episode, we dive into fear of aging that helps to drive Tim and the business, data around the 50 plus age market of consumers, growing an omnichannel, and more. “We want to build the world's best lifestyle aging brand,” and why a self-identifier brand (like YETI) can grow even during a global pandemic.

Tim gleams insight into the brand consciousness of CADDIS and how their glasses are ultimately helping people be themselves. 

Show Highlights: I’m excited to welcome Jacques Rene, a 25-year veteran from Gore who is trailblazing in fabric sustainability, introducing expanded polyethylene (ePE), a newly released environmentally-conscious performance fabric. In this episode, we talk about leading through climate change and pushing the boundaries of what’s possible due to brand and consumer demands - higher levels of performance with a lower environmental footprint. We also chat about gaining organizational insight within Gore and what the future holds - more Earth-conscious products without PFC. Gore is leading the way for ingredient branding, and we’re looking forward to seeing what innovations are to come!

Show Highlights:

In this episode of Channel Mastery, I had the pleasure of speaking with the newest member of USA Cycling, CEO Brendan Quirk. Brendan is a veteran in the cycling industry and brings a background in racing to his new role at USA Cycling, ​​the nation’s governing body for cycling that oversees the disciplines of road, track, mountain bike, cyclocross, and BMX. 

 

We discuss Brendan’s career and racing trajectory and what landed him at USA Cycling, how the pandemic has accelerated the growth of new cyclists, leadership opportunities in his new role, The Olympics, community building with other brands, and so much more. 

 

Join us as we get to know Brendan and how he is taking the lead to improve USA Cycling, grow the cycling community, and develop in his new role as CEO. 

 

Show Highlights:

NFTs, also known as non-fungible tokens, are dominating the news and now the outdoor recreation market. In this episode, I sit down with the co-founder of Bike Club NFT, Tyler Benedict, and ambassador, Louise Vardaman to talk about how the community was started and how others can get involved.

Bike Club NFT is a new community concept that pairs nonfungible tokens with real-world benefits. It begins with bike rider artwork created by Rich Mitch, a ten-year creative in the bike industry space. Each piece of art serves as unique owner access to Bike Club NFT. 

In February Bike Club NFT is developing a collection of 10,000 unique bike club NFTs. The artwork will be an even mix of male and female avatars with various skin tones, along with a few surprises. They will give the community exclusive access to fitness training, product sneak peeks, global scavenger hunts, and gear. 

Show Highlights:

We’re excited to welcome Jason Blevins as we discuss what sparked him to start The Colorado Sun, a member-owned public benefit corporation, and his career covering the outdoor industry on the Western Slope of Colorado. We discuss his recent article about the optimistic outlook for the ski industry based on the demand for ski lift infrastructure in the US.

 

As a result of the pandemic, the outdoor industry was granted its wishes of increased participation and diversity in a matter of months. So far, we haven’t seen a drop in engagement. The challenge now for the outdoor industry is how do we sustain that growth and demand? Jason’s solution is to welcome and embrace these newcomers - they are the next generation of public lands advocates and the key to long-term growth.

 

Join us as we take a dive into trends and predictions for the outdoor industry in 2022, including the challenges and opportunities outdoor-related businesses are facing.  The days of cheap labor are over and to adapt, businesses will need to provide livable wages and affordable housing for employees, especially in the light of soaring housing prices in rural communities. 

Description:

We’re humbled to welcome back to the show, Scott Buelter, CEO of Ascent360 - a data-driven marketing platform that has grown tremendously in the past couple of years as a result of the pandemic directing more and more purchases online. We discuss the newcomers to the outdoor marketplace (hint: they’re here to stay!) and how you can create loyalty in the face of supply shortages and price increases. 

 

In this episode, you’ll also learn how utilizing a tailored marketing strategy - using segmentation and behavioral data - can create personalized connections, leading to more faithful customers. Scott also gives advice on what customers small to medium-sized businesses should focus on, amid an increase in demand from online customers.

 

Today, customers are more willing to give businesses their information to build personalized experiences with brands. We’re excited for the boom that the pandemic has created in the outdoor industry and the shift to a more consumer-centric approach as the outdoor goods industry is reinvesting that profit back into their businesses. 

 

As CEO and president, Scott Buelter guides Ascent360’s strategy and vision. His mission is to bring enterprise-level marketing capabilities to midsize businesses through a powerful CDP, allowing them to better understand their customers and achieve continual growth. Buelter draws upon his data analysis and digital marketing experience at companies such as Nike, Disney, Royal Caribbean, Loews Hotels, American Express and Samsung, as well as upon his academic background. Buelter received an MBA from the University of California–Irvine and a Bachelor of Science in economics from the University of San Diego, in addition to studying at the London School of Economics and the Institute of Education Sciences in Berlin and Vienna.

 

Topics covered:

Consumer-Centric Marketing, eCommerce, Outdoor Industy Growth, Supply Chain Issues, Marketing Segmentation, Behavioral Data, Marketing Automations, COVID Consumer, Customer Loyalty, Supplier’s Market, Customer Journeys, Automation Technology

Description:

• We are delighted to welcome back friend of the show and President of AKvertise, Akvile DeFazio. Akvile and I chat about trends in digital marketing space, iOS14’s effect on cookies, supply chain’s unexpected impacts, diversifying social advertising, and  more. Join us to learn from an industry leader in the digital marketing and social media space who works with brands like Thermos, Johnson & Johnson, and Postmates. 

 

• As someone who lives for connecting people bringing together consumers and brands is what Akvile DeFazio does best. Akvile founded AKvertise in 2014 as the culmination of her passions for social media, advertising, and helping businesses reach their goals by means of online marketing. In the past eight years, AKvertise has earned multiple accolades, including winning the best small agency award from the annual U.S. Social Media Awards in 2020 among others. As a conversion-driven marketer, Akvile is passionate about helping businesses expand their online visibility and reaching their goals.

 

Topics Covered:

•  iOS14 removing cookies, How supply chain is affecting schedules on editorials, Transparency with supply chains, managing client expectations, and being flexible, real-time data analysis, Amazon affect, diversifying social channels brands are targeting with, and pricing per channel.
• Pinterest, Snapchat, TikTok, Twitter, Quora, Reddit, industry trends and consolidation, tracking abilities, planning for the holidays, create internal goals, plan early and often, social media advertising, social media marketing, influencer marketing, online advertising, search engine advertising, paid social traffic, 
• Future is not about hypertargeting as personal data becomes harder to come by. Recommendations are to start early, plan ahead, and have advertising dialed. Track and code data appropriately to understand what audiences are finding interesting and using that tailor your message.

Episode Highlights:

• W.L. Gore’s Global Sales and Marketing Leader for the Fabrics Division, Nora Stowell, and Global Technical Leader for the Consumer Fabrics, Matthew Decker, join Kristin Carpenter on this week's episode of Channel Mastery.  
• Nora and Matthew have been instrumental in launching GORE-TEX’s latest iteration of advanced micro-porous polyethylene, the ePe system, over a decade in development in partnership with brands like Arc'teryx, Patagonia, Adidas, Solomon, and Dakine. 
• Hear how GORE-TEX elevates the value equation of ingredient branding with sustainable materials. As the consumer evolves, so does sustainability in products and the environmental imprint on our businesses - to last longer, lower carbon footprint, light/thinner, and be PFC free.
• We are delighted to share the stage with Matt and Nora as they detail the production process, strategic partnerships, the Bob Gore’s Shower Test, and the future of the GORE-TEX brand. 

 Description:

In this episode of the Channel Mastery Podcast, I sit down with Nora Stowell and Matthew Decker of GORE-TEX to discuss the next iteration for their ingredient brand in their upcoming fall 2022 collection of expanded polyethylene (EPE). In addition to performance, the new line adds responsibility for their materials - which resonates with the current market demand from retailers to the end-consumer. Join us and listen to how a decade of work has come to fruition

 

Nora

• Nora Stowell grew up in the mountains of Maine and has been an outdoor enthusiast ever since. As Global Sales and Marketing Leader for the Fabrics Division, she leads a global team in various markets to support GORE-TEX in their consumer and technical footwear, garments, gloves, and accessories products. When she’s not at Gore, Nora is the Chairman of the Board for Outdoor Industry Association (OIA), serves as a mentor and board member for Camber Outdoors, and is also on the advisory board of Backcountry.com’s Women’s Leadership Coalition. 

 

Matt 

• Matthew Decker is the Global Technical Leader for the Consumer Fabrics business. He has worked for Gore for 15 years as an engineer, scientist, and technical leader in the Central Research and Fabrics Divisions. He has led technology and product development across various markets and applications, including structural firefighting, consumer and military protective clothing, and architectural fabrics. Before his current role, he provided technical leadership to the Footwear, Gloves, and Accessories business and the Comfort Research Group.

 

Topics covered:

• bringing EPE ( expanded polyethylene) to market, Bob Gore, product testing, uniqueness of the outdoor industry, partner brands, product testing process, brand trust, brand trust in the outdoor industry, PFC-free, low carbon footprint, environmental footprint, Higg MSI goals, OEKO-TEX's Bluesign, product development, Bob Gore Shower Test, sustainability, consumer buying habits, fitness for end-use, partnership with brand partners, responsible performance, ePTFE, 

 

Episode Highlights:

• Hear how Gathr Outdoors rebranded and expanded its offerings with numerous acquisitions  
• CEO, Keith Bornholtz does a deep dive into his leadership theory, a new role with Gathr, and the importance of devotion in a passion-driven outdoor industry 
• And I think, at least for this business, it's just essential that that entrepreneurial passion and the spirit of each and every one of the brands continues to survive and thrive.
• As Gathr creates a larger community of brands, Bornholtz sees vital importance in bringing each brand's individualism into the greater vision of Gathr Outdoors.

 

 

Description:

In this episode of the Channel Mastery Podcast, I sit down with Keith Bornholtz, the CEO of the recently rebranded Gathr Outdoors. Bornholtz has worked for years in passion-based industries with his work in the pet space and brings a fresh leadership style to the former MacNeill Pride Group. He speaks to the brand's recent acquisitions, CPG business model, three H leadership styles, outdoor industry growth, and much more. 

Bornholtz, who has over 30 years of experience in branded consumer products, joins Gathr Outdoors from Central Garden & Pet, where he was President of the pet distribution business unit and led a five-year strategic transformation of their national multi-channel platform. Bornholtz previously held senior leadership positions at Yes To Inc., Big Heart Pet Brands, Clorox, and Procter & Gamble. Bornholtz is an executive leader with a progressive history of improved operating performance and increased enterprise value in multiple environments. 

Topics covered:
Three H leadership styles, Consumer Packaged Goods (CPG), passion-based businesses, passion-based industries, corporate conglomerate, MacNeill Pride Group, acquisitions, COVID, bicycling, outdoor, endurance sports, RV, industry growth, outdoor industry, pro and the enthusiast in the outdoor industry, 

 

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Episode Highlights:

• Hear how Bureo expanded their reach and mission by partnering with brands like Costa Sunglasses and Patagonia 
• Dave Stover and Kevin Ahearn share their founding story of Bureo and their clear mission of ending net pollution in the oceans
• As consumers continue to align with brands that share their core values, it’s more important now than ever for specialty businesses and brands to be transparent about their initiatives and efforts when it comes to sustainability

 

Description:

 

As part of our Channel Mastery series featuring brands and businesses that are focused on sustainability, we are elated to introduce the team from Bureo, Dave Stover and Kevin Ahearn. Bureo is on a mission to end fishing net pollution in our oceans and shares their story behind their passion throughout the episode. 

 

Dave and Kevin offer insight into their interesting journey to gain B-corp status, their founding story and the development of their partnerships like Patagonia and Costa, which has increased their reach tenfold. 

 

Bureo is absolutely standing up to the challenge of serving consumers who are aligned with brands and businesses that share common values to them.

Kevin Ahearn is one of the three co-founders of Bureo Inc.  Growing up in a family of Ocean lovers, Kevin took to surfing at an early age with his Dad and twin brother Brian.  The importance of "protecting the places you love" was a lesson ingrained in the brothers at an early age and something Kevin has carried throughout his life and into his professional career at Bureo.  He holds a BS in Mechanical Engineering, and leads, research and development, recycling supply chain and material integration efforts at Bureo. 

 

David Stover is a Co-Founder of Bureo Inc, an emerging company focused on developing innovative solutions to recycle discarded fishing nets. An avid surfer and environmental enthusiast, David left behind a career in corporate finance when his global travels led him to the issues facing our ocean today. Currently residing in Ventura California, David splits time between Chile and the US and is actively involved in Bureo's day-to-day operations alongside the broader mission to prevent plastic pollution in our oceans.