In this episode of Outdoor Unfiltered, host Eoin Comerford breaks through the PR speak to deliver critical insights on the outdoor industry's evolving landscape.

First, we unpack the Outdoor Industry Association (OIA) 2026 Outdoor Participation Trends Report. While the participant base hit a record 183 million, actual outings are declining. Eoin looks at why screen time is the ultimate enemy and how Merrell is tackling this with their It Starts Outside campaign. Next, Eoin analyzes Switchback’s shocking shift to late May 2027 dates in New Orleans, navigating what a weekend trade show means for specialty retailers, Grassroots Connect, and the 360 Collective.

Later, Mike Massey, Founder and CEO of Locally (and former GOA president), joins the show to discuss reviving the brand-retailer relationship. We dive deep into the math of D2C vs. wholesale contribution margins, why brands like Patagonia and Yeti succeed by prioritizing local retail, and how Locally’s new AI-powered ShopSense platform is helping reps and stores optimize regional product assortments for brands like Helly Hansen.

Tune in for an unfiltered conversation on thriving in a channel-agnostic retail world, brought to you by our sponsors ENDVR and Crux Retail.

Host: Eoin Comerford Guest: Mike Massey, Founder & CEO of Locally

Timestamps

[0:00] – Intro & Episode Overview Eoin previews the three topics: the OIA Outdoor Participation Trends Report, Switchback 2027 dates, and the interview with Mike Massey of Locally.

[0:23] – OIA 2026 Outdoor Participation Trends Report Kelly Davis's presentation at Switchback revealed a record 183 million outdoor participants in 2025 — 59% of Americans — up 1.6% from 2024 and nearly 20% above pre-COVID levels.

[1:29] – The Dark Side of the Data: Declining Outings Per Participant Despite record participation, outings per participant have dropped 14% from COVID highs and 15% from 2016 peaks. Eoin traces the decline back to 2007 — the year the iPhone launched — arguing screen time is stealing outdoor time.

[1:55] – 18–34 Year Olds & the Smartphone Problem The 18–34 age group is the only one showing declining participation rates, correlating with record levels of anxiety and depression tied to smartphone use.

[3:09] – Industry Call to Action: "Put Your Phone Down" Eoin makes the case that addressing smartphone addiction is both a business and social imperative. He highlights Merrell's It Starts Outside campaign as a step in the right direction.

[4:04] – Sponsor: Endeavor Endeavor connects brands directly to 140,000+ frontline retail associates for product education and sales incentives.

[4:49] – Switchback 2027: New Dates Announced The show is moving to May 22–24, 2027 — a Saturday through Monday, the weekend before Memorial Day — shifting earlier rather than later to avoid June's crowded buying calendar.

[6:02] – Pros, Cons & Eoin's Unsolicited Advice for Switchback Eoin weighs the challenges (retailers may be on the floor Memorial weekend) against opportunities and encourages Switchback to lean into the New Orleans weekend vibe with brand parties, partner packages, and an industry awards ball.

[7:57] – Sponsor: Crux Retail Crux Retail designs custom retail fixtures for outdoor brands like Yakima, Dometic, Wahoo, and Clif Bar.

[8:47] – Interview: Mike Massey, Founder & CEO of Locally Eoin welcomes Mike to discuss Locally's origin story — born out of outdoor retail (Massey's is a third-generation New Orleans chain) and funded by industry insiders — with a mission to use digital marketing to drive foot traffic to local stores.

[9:22] – What Is Locally & How Does It Work? Locally aggregates real-time inventory from 70,000 retailers and uses digital tools to connect online shoppers to products available in local stores. Revenue comes ~80% from brand tools/data and ~20% from retailer transaction fees (3.5% on confirmed local pickups and same-day delivery).

[13:52] – The Brand-Retailer Partnership Score Eoin introduces his scoring framework evaluating brands on two lenses: (1) how discount-heavy their D2C experience is, and (2) how well they promote retail partners on their site.

[14:10] – Why Are Brands So Discount-Oriented? Mike and Eoin discuss how short-term investor pressure and siloed conversion-rate thinking have driven brands toward constant discounting, undermining retailer relationships built over decades.

[15:41] – The Conversion Rate Trap Brands obsess over converting visitors on their D2C site, but lose sight of the 98%+ who don't buy — and those shoppers often end up on Amazon. Locally argues the online-to-offline journey should be treated as a continuous funnel, not separate channels.

[18:04] – Showing Retailer Inventory on the Product Page (PDP) The highest-scoring partnership behavior: displaying local retailer inventory directly on a brand's product page so customers can find the right size/color at a nearby store. AB testing by major brands shows this actually increases e-commerce conversion too.

[21:14] – Ship from Store & Sustainability Locally is launching ship-from-store, enabling brands to fulfill online orders from nearby retail inventory — reducing cross-country shipping and making specialty retail a distributed warehouse network.

[23:05] – Specialty Retail as Amazon's Antidote The 70,000 retailers on Locally's platform are effectively a distributed fulfillment network that can compete with Amazon on speed and locality — brands just need to wire it together.

[24:17] – The Channel-Agnostic / Marketplace Model The future: brand websites function as demand aggregators showing all available inventory (brand + retail), with an Amazon-style "buy box" that sometimes directs the sale to the nearest local retailer.

[26:13] – The D2C vs. Wholesale Math: Contribution Margin Reality Eoin breaks down how a 70% gross D2C margin can collapse to 20% contribution margin after discounts, returns, fulfillment, and marketing costs — while wholesale's 45% gross margin often yields a higher 25% contribution margin.

[29:26] – Locally's Unique Data Assets Mike outlines three proprietary data sets: (1) real-time inventory from 10%+ of U.S. durable goods retailers, (2) a daily sales velocity model with ~100% confidence, and (3) 60 million unique shoppers/month (up to 6 million/hour) generating real-time trend signals.

[33:21] – ShopSense: AI-Powered Retail Intelligence Locally's ShopSense platform is being rebuilt with AI at its core — retailers will be able to ask natural language questions and receive instant, actionable reports on what to carry, what to drop, and where the demand is.

[35:30] – Tools for Reps & New Account Development Reps can use Locally's data to show prospective retailers proven local demand for their brand, making the pitch data-driven rather than anecdotal.

[36:31] – Closing: The Industry's Path Forward Eoin and Mike agree: Amazon isn't going away, but specialty retail — properly wired together — can compete. The key is brands and retailers working as true partners.

We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries, or whatever's on your mind.

• Host: Connect with Eoin Comerford on LinkedIn
• Email: [email protected]

• ENDVR: The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. Learn more at www.endvr.io
• Crux Retail: Designing and engineering custom, customer-centric retail store fixtures and bold retail displays for bold brands. Learn more at www.crux-retail.com

What is the purpose of an outdoor trade show beyond sales?

Live from the floor of Switchback in New Orleans, Eoin Comerford sits down with thru-hiking expert Shawnté Salabert (Gear Abby) to break down the hits, the misses, and the future of the outdoor tradeshow.

In this episode of Outdoor Unfiltered, Eoin and Shawnté dive deep into reactions of the exhibit hall. From the highly anticipated US Participation Report presented by Kelly Davis to navigating the timing clash with regional shows like GOA, they examine what it takes to build a true national show. Plus, the duo doesn’t hold back on their unfiltered booth reviews, praising the stunning blonde-wood aesthetics of Snow Peak, Fjällräven, and Teva, while calling out the underwhelming setups from other brands.

Tune in for an inside look at the latest gear innovations shaking up the market, including Dometic’s interchangeable tumbler system, GRAYL’s Carry Project pack line, Butt Napkins’ upcoming submarine bidet wand, Date Fix’s intense food culture mission, Rumpl’s clever cape clips, and the mouth-watering backpacking meals from Lux Fly. Whether you are a specialty retail buyer, a major outdoor brand, or a gear junkie, this episode is your ultimate backstage pass to the business and culture of the great outdoors.

Then later in the show, Eoin sits down with Switchback Event Director Sean Smith to share his impressions and break some news about a time change for next year.

We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries or whatever's on your mind!

• Connect with Eoin Comerford: LinkedIn Profile

Support the brands that make this show possible:

• ENDVR – The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. Visit www.endvr.io.
• Crux Retail – Creating bold retail displays for bold brands. Visit www.crux-retail.com.

On this special bonus episode of Outdoor Unfiltered, Eoin welcomes the founders of The Rock Fight -- Colin True and Producer Dave Karstad.

Colin and Dave share why they decided to go out on top with the Rock Fight at its peak, what drew them to their new roles at Oboz, and what lies ahead for them and the brand.

In this episode, we take you inside the Grassroots Outdoor Alliance (GOA) Connect show and the newly expanded, high-energy Grassroots Discovery Marketplace. We examine the shifts in retail distribution, including the wave of D2C darlings breaking into wholesale brick-and-mortar specialty shops. We discuss Huckberry’s full-circle evolution with their private labels Flint and Tinder and Proof, alongside top D2C and international players like Poncho Outdoors, Half Days, Melin, Baja Llama, Solbari, Parkit Chairs.

Get the inside track on the most innovative product designs shaking up the market: the mule-style shoes from Moondeck, the premium $275 Parkit folding camp chair, and Poncho Outdoors’ hyper-focused men's shirts. Plus, discover how Suunto is mounting a retail comeback, why Gear Envie's patented Hikas Gaiters are reinventing the puffy leg warmer, and how Furnagami is taking outdoor camp furniture engineering to rugged new heights.

Finally, sit down on the show floor for exclusive, unfiltered interviews with Jeff Anderlite, founder of the "fight against boring" apparel brand Baja Llama, and Damien Huang, former CEO of Cotopaxi and Eddie Bauer, as he introduces his premium down outerwear brand, Maveral. We also catch up with John Peretti of Coastal Range Equipment to check out their ultra-lightweight, 9.2-ounce 1.2-liter integrated camping stove backpacker system, and close things out with a look at the innovative waterless coffee from Dry Brew.

• 00:00 — Introduction to Outdoor Unfiltered and Eoin Comerford.
• 00:35 — What is the GOA Connect Show and the Grassroots Discovery Marketplace? Why the new 5-hour format is a game-changer for independent specialty retailers and emerging brands.
• 01:50 — The D2C Darlings Moving to Wholesale: How Huckberry (Flint and Tinder, Proof), Poncho Outdoors, Half Days, Melin, and Parkit are changing strategies.
• 02:30 — European Brands & Dual Exhibitors: A look at Berghaus, Suunto, Vivo Barefoot, Peak Design, and Save the Duck.
• 03:10 — Product Highlights: Moondeck shoes, the high-end Parkit camp chair, and Poncho Outdoors' focused brand philosophy.
• 04:05 — The Suunto Comeback: Can they challenge Garmin's electronics dominance with better margins and distribution discipline?
• 04:40 — Innovation Spotlights: Gear Envy’s Hikas Gaiters (the puffy leg warmer) and Furnagami’s ultra-rugged camp furniture.
• 05:15 — Mid-roll Break: A message from our sponsor, ENDVR.
• 06:20 — Interview 1: Jeff Anderlite, Founder of Baja Llama. Fighting against boring apparel, sourcing Peruvian cotton, and utilizing sustainable "Llama Seal" coconut husk fabrics.
• 11:15 — Interview 2: Damien Huang, Founder of Maveral. The former CEO of Cotopaxi and Eddie Bauer discusses escaping the "sea of sameness," engineering "Thin Down" fabric without quilting cold-spots, and building for long-term repairability.
• 21:30 — Mid-roll Break: A message from our sponsor, Crux Retail.
• 22:45 — Interview 3: John Peretti of Coastal Range Equipment. A look at their 2023 Moose Jaw Outdoor Accelerator roots and their ultra-lightweight 9.2 oz integrated backpacker camping stove.
• 26:15 — Interview 4: Checking in with Dry Brew to discuss the future of convenient outdoor trail coffee.

Support the brands that make this show possible!

• ENDVR — The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. Visit www.endvr.io to launch your live campaign in 5 minutes.
• Crux Retail — Creating bold retail displays for bold brands. Maximize your store footprint and turn visitors into buyers. Book your discovery call at www.crux-retail.com.

We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries or whatever's on your mind.

• Host: Eoin Comerford
• LinkedIn: https://www.linkedin.com/in/eoincomerford/
• Email: [email protected]
• Network: Proud partner of The Rock Fight Podcast network

In this episode of Outdoor Unfiltered, Eoin sits down with Teresa Baker, the co-director and co-founder of the Outdoor Diversity Alliance (ODA) and the unofficial queen of outdoor inclusivity, for a transparent look at the state of diversity, equity, and inclusion in the outdoor industry.

Tracing their collaborative roots back to 2018 with the launch of the Outdoor CEO Diversity Pledge and a fateful 2022 summit at the Patagonia Ventura headquarters, Eoin and Teresa discuss what it takes to build authentic corporate relationships. Modeled originally after the industry action of The Conservation Alliance (TCA), the ODA has rallied an impressive collective of over 23 brands committed to real action—including Burton, Keen, Smartwool, REI, Cirrus, BOA, SIA, Aspen, Bonfire Collective, and the Switchback trade show.

This conversation confronts the heavy challenges facing modern brands around inclusiviyt work. Teresa directly addresses the shift from performative corporate gestures to the deep internal work of diversifying corporate boards and staff. Eoin and Teresa unpack why brands are "turtling" in fear of political boycotts, why companies like Brooks Running get authenticity right, and why high-profile outdoor faces need to step up and use their platforms.

Unfiltered, urgent, and inspiring, this episode is a call to action to lean into "good trouble," adapt to changing cultural demographics, and rewrite the corporate script to preserve our collective Joy in the Outdoors.

We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries or whatever's on your mind. You can reach out directly via the following channels:

• LinkedIn: Connect with our host, Eoin Comerford.
• Email: Drop us a line at [email protected].

This episode of Outdoor Unfiltered is made possible by the incredible support of our industry sponsors:

• ENDVR — The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel.
• Crux Retail — Creating bold retail displays for bold brands.

Dive beyond the PR spin with Outdoor Unfiltered, your insider look into the outdoor industry's biggest shifts. In this episode, host Eoin Comerford breaks down why KMD Brands -- the parent company of global surf icon Rip Curl, retail giant Kathmandu, and hiking footwear favorite Oboz -- has launched a major strategic review.

Next, we call out the non-stop promotional spam from recreation.gov, peeling back the curtain on its operator, Booz Allen Hamilton, and how their contract impacts public lands' funding. On a brighter note, we highlight Mountain High Outfitters and their impressive 31-store expansion, showing why the "Big Os" specialty retail model is thriving.

Finally, Mike Seaman and Tracy Bebbington of Racoon Media Group join the show to discuss their massive €3 million investment to revitalize and completely revamp the iconic ISPO show as it moves to Amsterdam this November.

• [00:22] – KMD Brands Strategic Review: What does the future hold for Kathmandu, Rip Curl, and Oboz under their New Zealand-based parent company?
• [04:45] – The Recreation.gov Spam Machine: Why a private contract with Booz Allen Hamilton is driving massive revenue away from our underfunded National Parks.
• [07:11] – Specialty Retail Success: How Mountain High Outfitters is bucking the trend with its 31st store expansion.
• [09:05] – Interview with Racoon Media Group: Mike Seaman and Tracy Bebbington lay out their €3 million plan to relocate, revamp, and revitalize the iconic ISPO show in Amsterdam.

We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries, or whatever's on your mind.

• Email: [email protected]
• LinkedIn: Connect with Eoin Comerford on LinkedIn

We are incredibly grateful to our sponsors who make this show possible. Please support them by checking out their services:

• ENDVR: The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel.
• Crux Retail: Creating bold retail displays for bold brands.

In this episode of Outdoor Unfiltered, host Eoin Comerford pulls back the curtain on major shifts hitting the outdoor and apparel markets. We analyze the 4-year financial trajectory of The North Face, look past the personality drama at Lululemon, and deliver a sobering wake-up call to outdoor brands relying too heavily on sustainability as their primary differentiator.

• 00:00 – Podcast Intro and Host Overview
• 00:36 – The Unfiltered Upside: Inside The North Face's Q4 and Fiscal 2026 Turnaround Metrics
• 01:50 – Product Assortment and "Me-Too" Traps: How TNF Hit a Wall in 2023
• 02:30 – Analyzing VF Investor Day: Category Consolidation and Brand Centering
• 03:15 – Premiumization, Luxury Collaborations, and Rising Price Points
• 04:00 – Performance vs. Performance-Inspired: Navigating Cultural Relevancy
• 04:45 – Product Franchise Management: The Proliferation of Denali and Nuptse Variations
• 05:40 – Modernizing Marketing: Reviewing the "Never Just a Hike" Campaign
• 06:54 – Commercial Break: ENDVR
• 07:42 – The Lululemon Spat: Is Chip Wilson Actually Right?
• 08:35 – Stock Peaks and Product Execution: What the Street is Saying About Lululemon
• 09:12 – The Rise of Alo and Vuori: Has Lululemon Abandoned Its Playbook?
• 09:50 – Commercial Break: Crux Retail
• 10:44 – The Anti-Shein No More: Shein Acquires Everlane
• 11:34 – The History of Everlane and the Trap of the "Middle Ground"
• 12:20 – The Sincerity Crisis: Is Sustainability a Primary Driver or Just Table Stakes?
• 12:45 – The Cautionary Tale of Allbirds
• 13:30 – The 4 Critical Takeaways for Outdoor Brands in a Trend-Driven Market

• Email Us: [email protected]
• Connect with Eoin Comerford on LinkedIn: Eoin's Profile

• ENDVR – The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. Visit www.endvr.io to claim your free starter credits.
• Crux Retail – Creating bold retail fixtures and custom displays for bold outdoor brands. Book your discovery call today at www.crux-retail.com.

Outdoor Unfiltered is a production of Rock Fight LLC.

Dive deep into the real numbers behind the outdoor industry with host Eoin Comerford in Episode 12 of Outdoor Unfiltered. In this episode, we unpack REI’s fiscal 2025 financial reports, breaking down what flat revenues, rising gross margins, and a declining active membership base mean for the future of the cooperative.

Then, we look beyond the PR spin of recent Q1 earnings reports from top brands, including Yeti's wholesale surge, Wolverine Worldwide's lifestyle expansion with Saucony, Under Armour's ongoing retail challenges, and Compass Diversified's technical insights from Boa and Primaloft. Finally, we analyze the latest NSGA (National Sporting Goods Association) sports participation numbers, revealing massive growth in hiking, kayaking, and alpine skiing.

In our expert guest segment, we are joined by industry leaders Lindsay Hubley and Sunny Stroeer from Emerald X to discuss the upcoming revamp of the Outdoor Retailer show in Minneapolis, its shifting calendar to August, and the game-changing Wild Reach creator platform powered by Popfly.

In this episode of Outdoor Unfiltered, host Eoin Comerford goes line-by-line through the reality of REI’s 2025 financial performance, separates the signal from the noise in recent outdoor brand earnings reports, and highlights which outdoor sports are actually growing according to the NSGA. Plus, Lindsay Hubley and Sunny Stroeer join the show to detail how the upcoming Outdoor Retailer show in Minneapolis is adapting to meet the needs of modern specialty retailers, brands, and content creators.

• 00:00 – Welcome to Outdoor Unfiltered & REI 2025 Financial Overview
• 00:54 – Breaking Down REI's Revenue, Store Expansion, and the 53rd Week
• 02:08 – Gross Margins, Inventory Gluts, and Promotional Discipline
• 03:00 – Operating Losses, Payroll Structural Problems, and Layoffs
• 04:02 – Membership Metrics: Voting Eligible vs. Total Members
• 04:36 – Cash, Investments, and Operating Cash Flow Reality
• 05:25 – Sponsor Break: ENDVR
• 06:33 – Quick Hits: Yeti Q1 Earnings Analysis
• 07:11 – Quick Hits: Wolverine Worldwide & Saucony Growth
• 07:44 – Quick Hits: Under Armour's Retail Challenges
• 08:24 – Quick Hits: Compass Diversified, Boa, and Primaloft Performance
• 08:52 – Sponsor Break: Crux Retail
• 09:47 – The Unfiltered Upside: NSGA Sports Participation Report (Hiking, Kayaking, Skiing, and Camping)
• 11:24 – Interview: Lindsay Hubley & Sunny Stror on the New Outdoor Retailer Show
• 13:00 – Understanding the Outdoor Retailer Leadership Village & Advisory Family
• 14:48 – Moving Outdoor Retailer to Minneapolis and Changing the Dates to August
• 17:15 – Shifting the Show Floor: Capping Maximum Booth Sizes
• 18:29 – Brand Diversity and Headliners at Outdoor Retailer 2026
• 19:33 – Special Sections, Backcountry Partnerships, and Stewardship Pavilions
• 21:00 – Introducing Wild Reach: The Popfly Creator Partnership Platform
• 24:34 – How to Apply for the Hosted Buyer and Scholarship Programs
• 25:34 – What to Expect for Industry Day and the Retailer Playbook Labs
• 27:44 – Industry Day Keynotes and Happy Hour Events
• 28:54 – Defining Success for the Revamped Outdoor Retailer Show

We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries, or whatever's on your mind.

• Host: Connect with Eoin Comerford on LinkedIn
• Email: [email protected]

• ENDVR: The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. Learn more at www.endvr.io
• Crux Retail: Designing and engineering custom, customer-centric retail store fixtures and bold retail displays for bold brands. Learn more at www.crux-retail.com

Join Eoin Comerford on Outdoor Unfiltered as we strip away the PR speak to examine the real forces driving the outdoor industry. In this episode, we tackle the "elephant in the room": Amazon. With roughly 50% of all U.S. e-commerce searches starting on Amazon, outdoor brands can no longer ignore the platform. Eoin breaks down six specific Amazon strategies—from the "Full Blackout" favored by Patagonia and Birkenstock to the "Single Designated 3P Seller" model.

Later, Eoin is joined by Jonathan Jarosz, Executive Director of Heart of the Lakes and Co-Founder of Land of Outsiders. They dive deep into the world of Outdoor Business Alliances (OBAs) and the State Outdoor Business Alliance Network (SOBAN). Discover how these alliances work alongside Offices of Outdoor Recreation (ORECs) to bolster the outdoor economy in states like Michigan, Maine, and Minnesota. 

Whether you are an emerging brand or an industry veteran, this episode provides a roadmap for navigating digital marketplaces and state-level advocacy.

Episode Summary: Host Eoin Comerford explores the tactical realities of Amazon for outdoor brands and discusses the vital role of state-level business alliances with guest Jonathan Jarosz.

Timestamped Highlights:

• 00:00 – Intro: The uncomfortable truth about Amazon and the outdoor industry.
• 04:18 – Strategy 1: The Full Blackout (The Patagonia Approach).
• 06:17 – Strategy 2: Selling 1P (Dancing with the Devil).
• 07:38 – Strategy 3: Selling 3P Direct (Owning your presence).
• 09:54 – Strategy 4: The Single Designated 3P Seller (The Orva Model).
• 11:51 – Strategy 5: 3P Direct + Approved Dealer Network.
• 13:31 – Strategy 6: The Free-for-All (What happens when you don't decide).
• 15:10 – Sponsor Break: ENDVR and Crux Retail.
• 18:25 – Interview with Jonathan Jarosz: Defining Outdoor Business Alliances (OBAs).
• 21:28 – The "Spiral Corkscrew": The relationship between OBAs and ORECs.
• 24:35 – The three flavors of OBAs: Industry Only, Business Plus, and Big Tent.
• 27:14 – The SOBAN map: Growth in the "Missing Middle" (Minnesota, Arkansas, Pennsylvania).
• 31:18 – How to get involved and what’s next for the Outdoor Economy.

Connect With Us: We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries, or whatever's on your mind.

• LinkedIn: Connect with Eoin Comerford
• Email: [email protected]

Our Sponsors:

• ENDVR – The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel.
• Crux Retail – Creating bold retail displays for bold brands.

Resources Mentioned:

• SOBAN (State Outdoor Business Alliance Network)

This episode of Outdoor Unfiltered dives into the data behind retail relationships and the future of industry gatherings. Host Eoin Comerford reveals the latest Partnership Scores for 32 major outdoor brands—including Patagonia, Hoka, Black Diamond, and Keen—measuring how effectively they support local retailers versus their own D2C channels. We also explore a unique opportunity to own Mountain Laurel Designs (MLD), as founder Ron Bell offers a "management to ownership" track for the iconic ultralight brand.

The headliner features Sean Smith, Event Director for Switchback, who discusses the show's strategic move to New Orleans in June 2026. Sean breaks down the growth of the show, the importance of the specialty outdoor retailer, and the robust educational programming featuring Outdoor Industry Association (OIA). We also get an inside look at specialized floor sections like Pathfinders, in partnership with Garage Grown Gear, and the vital role of nonprofits like the Conservation Alliance and Leave No Trace.

Show Notes:

0:00 – Introduction Host Eoin Comerford previews today’s topics: updated partnership scores, a chance to own Mountain Laurel Designs, and a deep dive into the Switchback trade show with Sean Smith.

0:45 – The Partnership Score Explained Eoin breaks down his 100-point scoring system that tracks how outdoor brands balance D2C sales with retail partner support.

2:40 – Winners and Movers: Patagonia, Hoka, and More A look at the massive 27-point industry improvement in partnership scores, highlighting big moves from Black Diamond, Keen, and the return of local dealer links on Patagonia’s site.

4:45 – Top Tier Brands Shoutouts to the brands consistently scoring 90–100 points: Brooks, Nemo, Oboz, and Rab.

5:40 – Own Mountain Laurel Designs (MLD) Ron Bell is looking for a successor for his 25-year-old ultralight brand. Eoin explains the "no money down" management-to-ownership track.

8:18 – Interview: Sean Smith on Switchback Sean Smith discusses his transition to Switchback and the show’s mission to serve as the heart of the specialty outdoor retail industry.

10:30 – Why New Orleans in June? Addressing the "swampy" elephant in the room: why the June timing in NOLA serves the buying calendar of the outdoor industry.

13:10 – Growth and Capacity Switchback is expanding, targeting 230 brands and over 40,000 square feet of booth space, featuring industry giants like Arc'teryx, Fjallraven, and Cotopaxi.

15:00 – The 20x20 Booth Cap Why Switchback limits booth size to "save brands from themselves" and keep the focus on products rather than massive displays.

17:35 – Supporting Emerging Brands: Pathfinders Details on the Pathfinders section for emerging and women-owned brands like Halfdays and Soul Sisters, curated with Garage Grown Gear.

20:10 – The Role of Nonprofits and SOBA The importance of the State Outdoor Business Alliance Network (SOBAN) and why nonprofits are the "401k of the outdoor industry."

23:25 – Education and Networking A preview of Education Day (Tuesday) and the Trailheads Theater, featuring 47 speakers covering everything from risk management to participation research.

26:50 – How to Attend Sean provides details on the retail scholarship program and how to register for the June 2026 event.

• ENDVR: The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. www.endvr.io
• Crux Retail: Creating bold retail displays for bold brands. www.crux-retail.com

We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries or whatever’s on your mind.

• Eoin Comerford: LinkedIn Profile
• Email: [email protected]

Outdoor Unfiltered is a production of Rock Fight, LLC.