In this action-packed episode of Winning With Shopify, we go off the beaten path with pioneer Mike St. Pierre, Founder of Hyperlite Mountain Gear, and Jackie Homan, their genius Marketing Director.

From a spark of inspiration in the backcountry to building one of the most innovative outdoor brands in the game, Mike shares the wild story behind Hyperlite’s founding. Jackie joins to unpack the clever marketing moves that helped the brand cut through the noise.

0:00 In this episode, we cover:

1:48 Mike’s journey from idea to brand (with plenty of startup lessons)

4:00 About Jackie & her story to Marketing Director

6:18 How Hyperlite nailed its USPs

8:04 How has influencer marketing changed for both big and smaller brands?

18:36 The Real Reason Customers Buy Your Product

27:40 The System That Allowed Hyperlite To Scale

31:07 What most businesses miss, and how Hyperlite avoided those traps

33:07 The exact tactics that increased backpack sales by 18%

39:32 If Mike could do it all over again—what he’d change

43:07 Why choosing a less traditional structure helped the company thrive

46:08 A major factor that could be holding your business back (and how to fix it)

This episode is packed with real-world insights and inspiring takeaways for founders, marketers, and ecommerce pros alike! 🏕️

Check out Hyperlite’s amazing gear: https://hyperlitemountaingear.com/

Check out our awesome sponsors!

Check out Yoast and get 15% off ALL monthly Shopify purchases for the first 6 months using code WWS15! https://yoast.com/winningwithshopify-exclusive/

To get 50% off a product sample order & fast-track the waiting list, use code WINNING and this link: https://www.cavela.com/signup?affiliate=WINNING

Get a short, tactical session with insights on things like tax reconciliation, returns, compliance, and more — all led by experts from the tools top brands rely on. Sign up now at taxcloud.com/summer

If you use Shopify and Canva, this app will save you time! https://www.seguno.com/canva-shopify-connect

Join the bootcamp and elevate your inventory game: https://info.brightpearl.com/winning-with-shopify-holiday-planning-bootcamp