KORE Outdoors Podcast

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

The 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/

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

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

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

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

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

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

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

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

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 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 

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

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:

• 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 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 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

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

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:

• Origin Agency 
• Stone Glacier
• Gritty Films
• First Light / Meat Eater

Connect with Andy on LinkedIn

Connect with Christian on LinkedIn

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

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 & Marketing
• Outter Limits Saskatoon
• Jack Tackle
• Mark Twain quote
• Storm Care
• Learn more about wuwei

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

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 :

• Durston Gear
• Slow Productivity
• Montana Knife Company
• ZenBivy
• Alpacka Rafts
• Thermarest
• Founders Podcast

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