KORE Outdoors Podcast

David Kenworthy (MMGY Origin) and Michael Ruckert (Centium AI) break down what outdoor industry founders and marketers need to know about AI visibility. Learn how AI models train on internet content, why there's often a gap between how brands see themselves and how AI describes them, and what AEO (AI Engine Optimization) means for your business. From understanding tokenization to exploring vibe coding opportunities for startups, this conversation delivers actionable insights on positioning your brand in the AI era.

Episode Highlights

• How AI Models Train: Understanding tokenization, word associations, and how AI predicts brand recommendations by indexing internet content to form probability-based responses
• The Brand Perception Gap: Why there's often a disconnect between how outdoor brands market themselves and how AI actually describes them to consumers
• Centium AI Platform & AEO Strategy: What AI Engine Optimization means, how to measure brand visibility across multiple LLMs, and where AI sources content about your products

Links
Centium.ai
MMGY Origin
Superhuman.ai Newlsetter

Connect with David on LinkedIn

Connect with Michael on LinkedIn

Connect with Christian on LinkedIn

For more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/

The KORE Outdoors Podcast is supported by the Province of British Columbia.

Tina Thompson grew Seniq's Instagram following from 10K to 42K in just one year - including 14K new followers in 30 days. In this conversation, she breaks down the exact playbook that transformed Instagram from a content channel into a revenue generator. Tina shares how she reduced her time commitment from 20 hours to just 5 hours per week while accelerating growth, the specific content strategies that unlocked hockey stick growth during the launch of their ski apparel, and how she uses trial reels and AB testing to optimize performance. This is the tactical Instagram masterclass every outdoor brand founder needs.

Show Highlights
This episode is a deeper-dive into the tactics that Tina laid out in her Substack post about Seniq's Instagram strategy. 
Here are the main topics Tina lays out in her post that we dive into in this episode:

• Be yourself
• Most strategy is useless
• Consistency is everything
• Don't reinvent the wheel
• Fun is key
• Unlock & Repeat
• Pinning works
• Giveaways are a must
• Show the product
• Lo-fi > Hi-res
• The best launches have a formula
• A/B testing reels drives quick results

Links
Tina's Substack
Seniq on Instagram
Tina on Instagram
Mallory Ottariano / Youer on Instagram
Behind The Diary YouTube channel
Tiny Experiments book

The KORE Podcast is a production of the Kootenay Outdoor Recreation Enterprise. Learn more about KORE and the podcast: https://koreoutdoors.org/podcast

The KORE Outdoors Podcast is supported by the Province of British Columbia.

Thor Tingey, CEO of Alpacka Raft, discusses what it takes to establish a new category in the outdoor industry and to build an independent, family-owned company. Twenty-five years after pioneering modern packrafting, Thor shares hard-won wisdom about balancing innovation with customer feedback, navigating explosive COVID-era growth, and why maintaining in-house production is critical to his long-term strategy. Thor explains how thoughtful, sustained growth and deep customer relationships define market leadership in the outdoor industry.

Episode Highlights

• Domestic manufacturing philosophy: Why in-house USA production preserves critical manufacturing knowledge that offshore production erodes.
• Establishing a new sport: The unique challenges and responsibilities of pioneering packrafting as a recreational activity and building a market category from scratch over 25 years.
• Customer-driven success metrics: Defining business achievement through authentic superfan stories rather than revenue numbers—when customers evangelize your brand unprompted, you've won
• Innovation vs. feedback balance: Weighing when to push design boundaries versus listening to what experienced customers actually need in the field
• Market leadership responsibility: Grappling with the ethical dimensions of being the category creator—from social media restraint to thoughtful product positioning

Links:
KORE Outdoors
Alpacka Rafts
Sheri - a documentary about Thor's mom who was Alpacka's original founder & CEO
Abundance - book Thor mentions

For more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/

The KORE Outdoors Podcast is supported by the Province of British Columbia.

Sam Digiambattista was shopping for a ski jacket when he discovered that Gore-Tex—the gold standard in outdoor fabrics for 50 years—is made with PFAS, harmful forever chemicals. Rather than accepting the status quo, the then-teenager decided to do something about it. In the two years since, Sam has developed his own PFAS-free waterproof breathable fabric and launched Indersity, a technical outerwear brand committed to environmental responsibility without sacrificing performance. At just 19 years old, Sam demonstrates remarkable conviction and values-driven leadership that makes you believe sustainable innovation is possible in the outdoor industry.

Topics Covered:

• Why this teenager rejected the fabric standard
• From zero knowledge to proprietary fabric in two years
• Speed wins: Building a technical brand without waiting for permission
• Taking on investors to capitalize on an opportunity
• Getting athletes on board early
• Staying hands-on while growing

Links:
Indersity
KORE podcast episode with Alex Lauver
KORE podcast episode with Casey Shaw

For more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/

The KORE Outdoors Podcast is supported by the Province of British Columbia.

Pete Day of Mosko Moto reveals what it takes to build a premium adventure motorcycle gear brand from the ground up. He explains why product quality is the foundation of everything, how they design for hardcore users who demand maximum utility, and the balance between innovation and accessibility. 

Pete shares insights on maintaining premium status while staying within reach of working riders, building community through 50+ annual events and multi-day riding experiences, and growing his Instagram to 90K+ followers. The conversation ends with Pete's definition of success and why the interesting path beats the efficient one every time.

A few topics from the episode:

• The product-first philosophy: "Nobody wants to be in your community if your product sucks"
• Designing for hardcore users: maximizing utility for riders who push gear to its limits
• The danger of detaching into an "ivory tower" of premium pricing and exotic materials
• Why Mosko attends 50+ events annually and hosts multi-day riding and camping experien
• Growing a personal Instagram following to 90K+ while staying authentic to the sport

Links
Mosko Moto
Pete's Instagram @moskopete
Kuiu
Purple Cow by Seth Godin
Dusty Lizard campout

For more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/

The KORE Outdoors Podcast is supported by the Province of British Columbia.

Mike Blarowski, co-founder of Pinkbike and Shopify expert, joins the KORE Outdoors Podcast to unpack what he calls the Shopify Advantage—how outdoor brands can simplify e-commerce and build businesses that support their lifestyle. From early lessons at Pinkbike to helping founders optimize their online stores, Mike shares practical insights on using Shopify effectively, creating high-converting email flows, and adapting to the future of AI-driven search. This episode is a field guide for makers and entrepreneurs who want to grow online without losing their connection to the outdoors.

• What “the Shopify Advantage” means for outdoor brands
• Common e-commerce mistakes and how to fix them
• Using email automation to convert visitors into loyal customers
• How AI is changing SEO and online marketing
• The best apps for your Shopify store

Learn more about KORE

Links to what was mentioned on this episode:
Iceberg Commerce (Mike's E-commerce Agency)
Pixel Union Themes
Google PageSpeed Insights
GT Metrix
SparkLayer
Klaviyo
Copy That copywriting course
Copy Posse

Shopify Apps:
Locksmith
Judge.me
Gorgias
MyWorks
BetterReports
KNO Commerce
Matrixify

Connect with Mike on LinkedIn
Connect with Christian on LinkedIn

For more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/

The KORE Outdoors Podcast is supported by the Province of British Columbia.

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

For more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/

The KORE Outdoors Podcast is supported by the Province of British Columbia.

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:

• Darren’s apparel brand and the ahead-of-its-time content strategy that helped them grow
• The shift from long-form to short-form video and how brands adapted
• Magnifier’s “content pyramid” framework for efficient content creation
• Founder-led storytelling and building trust through transparency
• Brand vs performance marketing budgets (70/30 approach) and evolving funnels

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
• Liquid Death's YouTube Channel
• Gucci short film starring Demi Moore & Edward Norton 

For 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 Highlights

• The 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 Enterprise

Connect with Bill on LinkedIn

Connect with Christian on LinkedIn

For more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/

The KORE Outdoors Podcast is supported by the Province of British Columbia.

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.

Links:

• Connect with Lloyd on LinkedIn
• Connect with Christian on LinkedIn
• Garage Grown Gear
• 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

For more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/

The KORE Outdoors Podcast is supported by the Province of British Columbia.