In Part 2 of this conversation, Becca dives deep with Mike Hogan on the challenges and opportunities of growing a niche outdoor brand in a rapidly changing retail landscape. From experimenting with a 100% locally sourced ski to rebuilding trust with retailers after a DTC misstep, Mike shares the real (and raw) stories behind the growth of Hagan Skis. Whether you sell gear, apparel, or products online, this episode is packed with insights on scaling, sustainability, and staying true to your brand’s roots.

Quoteables:

• “At one point, we had skis in the basement, poles in my son’s room, and skins in my daughter’s. That’s how all-in we went.” —- Mike Hogan

• “Our best marketing tool is getting people on the skis. 50% of people who demo them buy them.” —- Mike Hogan

• “Just be present. I wouldn't say that you have to actually walk through the door, although that really helps.” —- Mike Hogan

• “There's a lot of ways to get your brand across to people and to get your value proposition. But don't be afraid to talk to someone and to just say, what are the challenges that you're facing and how can we help you with those? People are willing to tell you what you can do to help.” —- Mike Hogan 

What You’ll Learn:

• Hagan’s attempt to build a fully local, sustainable ski

• Rebuilding retail relationships after shifting to DTC

• Product development for niche sports like backcountry & ski-mo

• Creating authentic brand content with athletes and ambassadors

• Business strategies for balancing premium perception with scale

Key Takeaways from This Episode

• Transparency builds trust—especially when rebuilding relationships

• Eco-efforts don’t always succeed on the first try, but they still matter

• A well-curated ambassador program tied to retailers can supercharge growth

• Creating community events like Uphill Fridays boosts brand visibility

• Educating your audience (even on basics) creates long-term loyalty

People and Resources Mentioned in This Episode

• Mike Hogan (Owner | HAGAN Ski Mountaineering USA) email

• Hagan Skis website

• Hagan Skis instagram

• Ragnar website

• NAIA (National Association of Intercollegiate Athletics) website

• NCAA (National Collegiate Athletic Association) website

• ISMF (International Ski Mountaineering Federation) website

• Roxa Ski Boots website

• ATK Bindings website

• Kohla website

• Skimo Co website

• Outdoorly website

• Ride Workshop website

• Protect Our Winters website

Connect with Becca:

• Après Business Podcast Email

• Fall Line Digital Website

• Fall Line Digital Instagram

Love the episode? Subscribe & leave a review to help other business owners find the show!