Channel Mastery

In this episode, our guest is Dr. Len Necefer, Ph.D., CEO & Founder of NativesOutdoors – a native-owned athletic and creative collective. The company began as a social media project in March 2017 by Len Necefer (Diné), highlighting stories and photos of Native people in outdoor recreation and addressing the lack of representation of Indigenous people in the outdoor industry. The organization has expanded to providing advisory and consulting services to the outdoor industry on topics within the intersection of tribes, public lands, and outdoor recreation. NativesOutdoors is working directly with tribal governments, community organizations, and individuals on increasing access to outdoor recreation and connecting resources and opportunities within the outdoor industry. Dr. Necefer holds a Bachelor’s in Mechanical Engineering and a Doctorate in Engineering and Public Policy from Carnegie Mellon University. Previous to founding NativesOutdoors, Len has worked for the U.S. Department of Energy and, most recently, the University of Arizona.  The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering. Discussion points: Len’s impactful career and path to entrepreneurship with NativesOutdoorsNews roundup - Len presenting at the Sea Otter ClassicBiden’s policy changes in 2021 to empower first nationsCo-management and conflict at ancestral sitesNative interest in living and working in their communityOpportunities for teaming up in outdoor recImpactful wins empowering native communitiesGetting involved - investing in the pipeline from Native communities for talent News Articles Mentioned: https://www.newyorker.com/culture/photo-booth/the-extreme-cyclists-of-the-navajo-nationhttps://www.kauffman.org/currents/opportunity-awaits-native-americans-and-entrepreneurship/https://santoantoniodopinhal.lumiar.co/5-sets-of-challenges-native-american-entrepreneurs/ Resources: Dr. Len Necefer WebsiteDr. Necefer LinkedIn

Today’s guest is Adam Ruggiero, Editor-in-Chief of GearJunkie. GearJunkie leads the outdoor industry in breaking news and product reviews in the active-lifestyle world. From offices in Denver and Minneapolis, GearJunkie’s journalists, writers, and video producers advance the conversation online and beyond. Millions of monthly readers follow GearJunkie online through multiple channels. Adam has been with the publication since 2015 when he started out as a news reporter. He spearheaded the creation of the GearJunkie podcast in 2018, holds a degree in journalism from the University of Minnesota, and was named Outdoor Media Summit’s "Editor of the Year” for 2022.  In this episode, you’ll hear Adam discuss his journey with GearJunkie and its current success, the changing landscape of media as a business, utilizing AI and chatbots in journalism and content creation as a helpful tool, and shaping future generations of media. The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.   Discussion points: GearJunkie and its increasing scope and momentumOutdoor media and where it’s headedRelationships, trust, and ethics in the media landscapeYouTube and trucksThe GearJunkie chatbot article, and the impact of AIFreelance writing, Grammarly, bots, and wabi-sabiHopes for the future of journalism  Resources: GearJunkie Website GearJunkie Podcast GearJunkie’s Chatbot Article Adam Ruggiero LinkedIn Sea Otter Classic Summit, April 2023 Kristin Carpenter on LinkedIn Verde Brand Communications

Today’s guest is Jeremiah Bishop, a professional mountain bike racer in cross country, short track, ultra-endurance stage races, and gravel. Jeremiah is an athlete ambassador for Canyon Bicycles, a freelance cycling consultant, and a content creator (co-founder of the hit documentary series The Impossible Routes).  In this episode, you’ll hear stories about the beginning of The Impossible Routes in Hawaii, building up the stories and videos during the pandemic, meeting and partnering/co-starring with Tyler Pearce (aka The Vegan Cyclist), and how the relatable, vulnerable cycling stories resonate with so many people. The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy, and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.   Discussion points: Jeremiah’s backstory in biking and history with CanyonThe first “impossible route” in HawaiiBuilding through the pandemicSeven days riding across the MojaveThe low-fi appeal of Jeremiah’s unscripted video storiesCanyon Bicycles - the partnership2023’s Sea Otter Classic- stay tuned for a future episode on thisPlatforms, channels and the cycling industry – all in fluxTyler and Jeremiah’s chemistry and relationshipThe Europe trip - cycling is part of their identityFilm premieres, swag, and fan activitiesWhat looks like it may be a disaster, ends up being amazing   Resources: Jeremiah’s website  The Impossible Route Website Jeremiah on Instagram  Offroad to Athens Documentary The Vegan Cyclist on YouTube Strava.com Canyon.com Sea Otter Classic Summit, April 2023 Kristin Carpenter on LinkedIn

Today’s guest is Alison Tetrick - professional cyclist, biochemist, storyteller, and entrepreneur. Alison is also a global ambassador focusing on brand activation, product development, and innovation. Alison believes sports, science, and stories can make a powerful difference in changing the world and loves to do the work to make it happen. She is passionate about creating opportunity, education, and access to cycling for all through scholarships and community engagement. You’ll hear how Alison was inspired to start cycling by her 60-year-old grandfather, her appearance on The Move podcast and partnership with Lance Armstrong, the new world that is opening up for women in cycling, and her hopes, thoughts and plans for the future of the sport. The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.   Discussion points: Alison’s backstoryPromoting the Tour de France and women’s cyclingPartnering with Zwift - visibility is viabilityThe new career opportunities and benefits - women can choose to stay in the sport longerLaunching a ground-breaking event and its exciting debutLooking into 2023 and the state of social media Raising money for diversity and getting women on bikes with bandana salesBuilding and supporting this special community Resources: Saga Venture Zwift  The AMT Bandana Project Alison’s Website Alison on Instagram  Alison on Twitter  Alison on LinkedIn  The Move Podcast w Lance Armstrong Kristin on LinkedIn  Verde Brand Communications  Sea Otter Classic Summit, April 2023

Today’s guest is Steve Lee, President of US Sales at Hot Chillys, a legacy outdoor recreation brand that has been leading the winter sports apparel industry since 1985. Their performance base layers include socks, leggings, turtlenecks, fleece, and accessory products, focusing on comfort and fun. Hot Chillys offers a comprehensive line of apparel for men, women, and children using next-level materials for seamless comfort, function, and fit. In this episode, you’ll hear how Hot Chillys progressed through the pandemic and has seen its sales double, with consumers rebounding and getting back to enjoying winter sports. You will also hear about how the brand re-tooled its packaging to reflect the brand's sustainability efforts and how Hot Chillys pricing strategy at specialty retail, big box stores, and even online channels like Amazon has been managed and controlled. As they say at Hot Chillys, ‘if you're not having fun, it's just not worth it.’” The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy, and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering. Discussion Points How Steve got his start at Hot Chillys back in 1988Hot Chillys’ expansion under Performance ApparelProduct positioning, innovation, and marketing2023 season expectationsRetail strategies – price points and promotionsAdvice on inventory levels - demand negating discountsBringing the brand and company through the pandemicPackaging now and then - reinventing for sustainabilityStaying true to brand legacyAmazon sales and MAP - relationship challenges

Welcome to the 200th episode of the Channel Mastery podcast.  Today’s guest is Dan Kihanya, Director of Corporate Development and Investment with REI. Dan is also the creator and host of Founders Unfound, a podcast that profiles tech startup founders from underrepresented backgrounds. He is an experienced serial entrepreneur with extensive experience in the start-up ecosystem - including founder, early executive, investor, and advisor. In this episode, you’ll hear about Dan’s role with Path Ahead Ventures - offering full-spectrum support to startups owned and led by Black, Indigenous, Latina/o/x, and Asian American and Pacific Islander people. Dan and Kristin chat about the route that guided Dan to REI and the founding of Path Ahead Ventures, the three staples of the program: resourcing, planning, and capital, and the Embark and Navigate Programs.  The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy, and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.   Discussion points: Dan’s background and path to his current positionREI’s co-op and brand values resonated strongly with DanThe vision for Path Ahead Ventures (PAV) and REI - ‘founders first’Two new 2022 programs for founders - Embark and Navigate Bridging the gap - how REI and PAV can support new foundersNew and different perspectives lead to innovation and inclusiveness‘Outdoor’ vs. ‘Outside’Dan’s transition from tech/digital services to physical products/retailTapping into REI’s vast resources to help foundersDemo Day/Pitch Day for Navigate founders - the first ever “Founders Market” in SeattleReaching typically underrepresented founders - building a networkREI stores as a bridge to the communitySign up online to keep up with all Path Ahead Ventures - the outdoors are for everyone!   Resources: Embark Program Navigate Program Path Ahead Ventures Dan Kihanya on LinkedIn Founders Unfound Podcast Sea Otter Classic Summit

Tiffany is a results-driven and transformational leader with more than 15 years of experience in nonprofit development, generating revenue, and effective marketing strategies for organizations.  Tiffany is the Chief Executive Officer at Camber, aligning with the mission in providing resources and tools in creating diverse, inclusive, and equitable workplaces by expanding Camber’s visibility, strengthening partnerships, and increasing revenue.  She will foster a culture of mission- and value-focused revenue, marketing, philanthropy, and engagement both internally and externally for the organization. Tiffany has planned, developed, and showcased major initiatives for smaller nonprofits and national brands, like Girls Scouts, Planned Parenthood, and the Urban League.  Initiatives such as these have allowed her to provide successful fundraising and marketing strategies that raised awareness, built allyship, and secured millions in revenue.  Tiffany is passionate about igniting systemic change in diversity, equity, and inclusion in the Outdoor Recreation sector.  She is motivated to help companies create lasting change. Tiffany is pursuing a dual degree at Harvard University, a Bachelor of Liberal Arts, and Masters of LA – Business Administration.   Show Highlights:  In this episode of the Channel Mastery Podcast, Kristin sits down with Tiffany Smith, CEO of Camber Outdoors. Tiffany speaks to past experiences that have led her to Camber Outdoors during a pivotal time, how the outdoor industry is primed to help support the national economy, and how Tiffany’s career path brought her to the organization. Building inclusive workplaces, fundraising, and understanding the industry-specific landscape of DEI efforts are all vital in creating a more equitable working world.    Related Links Tiffany on LinkedIn Camber Outdoors Camber’s Programs  Kristin on LinkedIn Verde Brand Communications

Featuring: Bryce Phillips studied finance, juggling school while living in Whistler BC, skiing professionally for companies including Patagonia and K2, and chasing winters around the world. In 2001 Bryce started Evolución Innovations, Inc. (www.evo.com), an action sports and outdoor lifestyle retail business, and in 2005 opened a flagship store in Seattle, Washington. Originally launching the site with one employee from his living room, evo has grown to over 600 employees, is one of the fastest growing industry retailers in the world, and has retail locations in Whistler, Seattle, Portland, Denver, and Salt Lake City. Bryce’s vision is to continue building a global brand via the evo Ecosystem, seamlessly blending commerce, cause, culture, and community.   Show Highlights:  Bryce Phillips, CEO & Founder of evo, a premier international outdoor retail business joins Kristin on the Channel Mastery Podcast. Bryce and Kristin speak about consumer evolution and the data behind it, de-risking investment and evo’s development, and Bryce’s new approaches to complex problems. They also chat about evo’s recent real estate acquisition of Blue Agave, America’s Best Value Inn in Tahoe City, building a hub similar to their latest project in Salt Lake City. The new SLC site houses a hotel, retail location, a bouldering gym, and a skate park inside a 100,000-square-foot old warehouse space.  Related Links: Bryce on LinkedIn - linkedin.com/in/bryce-phillips-496256 evo website - evo.com evolution Projects - evolutionprojects.com/evo SFGATE: After a teen's tragic skiing death, a Tahoe town builds Scotty Lapp skate park, by Julie Brown Kristin on LinkedIn - linkedin.com/in/kcarpediem Verde Brand Communications - VerdePR.com

Featuring: Ashley Korenblat is a founding Managing Director for Public Land Solutions, a non-profit recreation economy consultant that works from the bottom up directly with communities transitioning away from fossil fuel extraction, and from the top down, on public land legislation and policies that affect this transition, such as oil and gas leasing and land management planning.   Ashley’s involvement with public land began when she served as President of Merlin Metalworks, a bicycle manufacturing company in Cambridge, MA. During that time she became chair of the International Mountain Bicycling Association (IMBA) and worked with the organization to establish MOUs with federal, state, and local land managers. Ashley has spent the last 15 years at Western Spirit Cycling, an outfitter based in Moab, Utah who runs multi-day trips throughout the US, and is one of the largest holders of recreational permits on the public lands system. Ashley was inducted into the Mountain Bike Hall of Fame in 2003. She was appointed to the Utah BLM Resource Advisory Council for two terms, as well as the Outdoor Recreation Economic Ecosystem Taskforce created by Utah Governor Jon Huntsman. Ashley created IMBA’s Public Lands Initiative and has testified before Congress on the recreation economy. She recently served on The Western Governor’s Association’s Get Out West Committee. Show Highlights:  In this episode of Channel Mastery, Kristin is joined by Ashley Korenblat, Managing Director for Public Land Solutions, to talk about how business leaders can support climate change solutions within their organizations. While there are many ways that business leaders can help combat climate change, Ashley explains how supporting public lands and informing policy around public lands is essential for the outdoor industry and its consumers.    Kristin and Ashley also speak to the recent passing of the Inflation Reduction Act, supply chain implications, public land solutions, oil and gas land + energy policy, and what you can do to support the climate through your business.  RELATED LINKS Ep. 192 with Adam Cramer VerdePr.com/blog/channel-mastery-192-adam-cramer-inflation-reduction-act Public Lands Solutions - publiclandsolutions.org Western Spirits Cycling - westernspirit.com Outerbike - outerbike.com Kristin on LinkedIn - linkedin.com/in/kcarpediem

Featuring: Steve Dennis is a consultant, keynote speaker and author focused on retail growth and innovation. He has been named a top global retail influencer by multiple organizations. His thoughts on the future of shopping are regularly shared in his role as a Forbes Senior Contributor. Steve's best-selling book-- "Remarkable Retail: How to Win & Keep Customers in the Age of Disruption"-- was released in a completely revised and expanded 2nd edition last year. He is also the host of the Remarkable Retail podcast.   During a 30-year career as a senior executive at two Fortune 500 retailers–and more recently as a strategic advisor–Steve has worked with dozens of retail, consumer, luxury and social impact brands to inspire, catalyze and design their journey to remarkable results.   As a sought-out keynote speaker, Steve has delivered talks on six continents, sharing his unique perspective on what it takes to reignite customer growth in a world of constant change and shifting consumer preferences. Steve is currently the President of SageBerry Consulting. Prior to founding SageBerry, he was the chief strategy officer and SVP of multichannel marketing for the Neiman Marcus Group. Steve received his MBA from Harvard and a BA from Tufts University.   Show Highlights:  In this episode, guest Steve Dennis chats with Kristin about Steve’s latest book, Remarkable Retail, and the overarching state of retail today. Steve has a wealth of experience in the space, and we are delighted to have had him on the show. A major facet of the new book is the ‘8 Essentials of Remarkable Retail’ framework, crafting what’s necessary to adapt to an ever-changing landscape.    In the show, you will learn about how major retailers performed crisis innovation quickly. The retail space had to pivot dramatically during COVID, and many chose not to innovate or did so too late. Companies that pivoted early, like Tractor Supply, Best Buy, and Target, are strategically overcoming similar problems that have closed many big box retailers in the last few years. One learning lesson is that consistent innovation is the key to being in front of market trends, often equaling success. Kristin and Steve also dive into what success looks like for a retailer in today's market, inventory glut and what the future holds for companies in this space.    RELATED LINKS Steve’s website - stevenpdennis.com Steve’s LinkedIn - linkedin.com/in/stevenpdennis Steve’s newest book, Remarkable Retail - stevenpdennis.com/remarkable-retail Kristin on LinkedIn - linkedin.com/in/kcarpediem/ Verde Brand Communications - VerdePR.com

Featuring: Leta Kalfas is the CEO and Founder of MTNSTUFF. Growing up in Ohio, Leta dreamt of a life surrounded by mountains, trees, and trails of Colorado. She loved the terrain, the hiking, the skiing, the beauty. As a history major from the University of Michigan with a passion for entrepreneurship, Leta found herself in Southern California, in a brief life detour, working in the electrical distribution industry. With a little luck, a few glasses of wine, and an invitation to join the rep agency of her brother-in-law, Tom Gordon, she packed her bags and moved to Boulder, CO, in 1994. At that time, Tom and she were pioneering a few small, unknown brands: Osprey Packs, Chaco Footwear, and Atlas Snowshoes, which dominate the outdoor industry today. Over the years, Mtn Stuff has grown quite a bit, and with Tom’s retirement, Leta found herself at the helm of an agency with a dynamic and experienced sales team.   The life she found as a rep in the outdoor industry is beyond any profession she could have imagined. What struck her immediately when she started were the people. The people with whom she works with, her team, retailers, and vendors have all been nothing short of wonderful. It seems as though she picked this industry because it’s what she loves and loves to do: play in the outdoors.   Leta loves to find the activities that can be done with her team, retailers, and vendors because it brings them all together to experience nature and the outdoors in its proper place and away from computers, registers, boxes, and polybags.   Show Highlights:  Leta Kalfas, the CEO and Founder of MTNSTUFF joins the show to chat about the growth of the outdoor industry, retail stakeholders, vendor relationships, differentiation in a crowded market, and the evolution of relevancy between retailers and a vendor. Kristin and Leta also dive into trade shows, buying patterns, developing relationships in the industry, pandemic pivots, lengthening the buy-sell cycles, and more!  The largest takeaway from the show relates to where retailers are currently at. Returning to the early pandemic days, outdoor recreators multiplied as the outdoors became a safe haven. Retailers, larger brands, and .coms saw large surges in the space. While 2020 and 2021 saw immense growth, then came supply chain issues that have resulted in canceled orders, extensions in cancel dates, and more. Leta is hearing that supply chain issues will last into at least 2024, and orders are  RELATED LINKS Leta on LinkedIn - linkedin.com/in/leta-kalfas-7947a14 MTNSTUFF Website - ​​mtnstuff.com Outdoor Market Alliance - outdoormarketalliance.org

Guest: Anne Mezzenga is a Top 100 Retail Influencer, podcast host, and the Co-CEO of Omnitalk Retail, a post she shares with Chris Walton. This dynamic team continues to build their podcast, Youtube Channel, and blog into a leading retail media empire, and both hail from Target’s “Store of the Future” concepting team. Anne and Chris were speakers at the inaugural Sea Otter Classic Summit this past April and stand for ‘consumer centricity’ on a level no other retail media organization comes close to.  Show notes: We produce the Channel Mastery podcast for one reason: To equip and inspire our audience of executive leaders in outdoor recreation to drive their businesses toward expansion during an unprecedented time of change and opportunity. That only works when we commit to trying new strategies and approaches in our businesses. Let’s face it: We know well that what got us here will not get us to the expansion, growth, and purpose we know our teams and brands are capable of going forward.   Part of bringing our mission to life is to recruit the best experts from broader retail and business and tailor their insights to our audience of outdoor recreation executive leaders. And by tailoring, we mean customizing new approaches into actionable strategies you can build into your company. That’s what we brought to life with our sponsor Life Time, Inc., at the Sea Otter Classic Executive Summit this past April, and that’s what we’re bringing to life every week here and going into the 2023 Summit.   Today’s guest is one of the most exceptional resources we have to date to bring the mission of Channel Mastery and the Sea Otter Classic Executive Summit to life. Anne Mezzenga and Chris Walton served as Co-CEOs of Omnitalk Retail and were featured speakers at the Summit, and are repeat guests on the Channel Mastery podcast.    In this episode, we have Anne in the chair, and she’s brought her A-Game! Yes, she over-delivers insightful broader-market retail trends that bring a ton of consumer insight as we head toward 2023. Anne also brings creative and actionable strategies to combat the myriad of challenges in retail today, including the inventory glut. Through this episode, you’ll be challenged to reconsider the retail experience we’re responsible for creating in outdoor recreation. Anne shares what she’s discovered in other retail sectors in her visits this summer with Omnitalk. One of the most powerful facets of this interview is when Anne shares her approaches to empowering the consumer with unexpectedly simple ideas and experiences that bring your store and brand into the consumer's day-to-day in a way that just wasn’t possible before. And who would have thought that retailers could double as banks to their consumers and build trust while doing so? You’ll learn so many new approaches to being far more than a retailer (and all brands are also retailers today) in this show!   This is exactly the type of inspirational big thinking that’s relevant and replicable to the outdoor recreation space and just what we’re proud to offer you on Channel Mastery every week. We hope you enjoy and share this episode! Let us know your thoughts on LinkedIn, and thank you for listening!    The Channel Mastery podcast is presen...

Featuring: Kristin Carpenter is the founder of Verde Brand Communications and the host of the Channel Mastery podcast. She earned her stripes in the $873 billion outdoor recreation industries through a decade-long career as a journalist. In 2001, she pivoted from reporting on stories to helping brands create their own stories in the launch of Verde Brand Communications, award-winning brand communications, PR, and digital marketing agency. In 2018, Verde launched the Channel Mastery podcast to help outdoor recreation brand leaders modernize their businesses to be exceptional to today’s connected shoppers.    Show Highlights:  In this solo-cast episode of the Channel Mastery podcast, Kristin brings resources and a call to action to leaders of outdoor recreation brands to boldly adopt and execute new approaches, minimizing risk along the way. The year 2022 is proving to be one of the most unique to date in terms of leading through a challenging business climate, considering headwinds from inflation, supply-chain woes, softening consumer sentiment, and global political unrest, all underscored by one of the most divisive times in history. This episode of the Channel Mastery podcast declares 2022 to be: The Year of The Great Weirdness.  In this episode, Kristin reflects on how our “best-laid plans” continue to elude even the most disciplined of teams and shares tips on adopting new approaches with quick execution to further growth and traction. This episode also covers the outdoor rec consumer’s resemblance to luxury consumers, a Q3 view on consumer ‘buying vs. spending’, and hand-selected resources, including an ‘ode to evolving the legacy supply chain’ by Doug Stephens, the “Retail Prophet,” and Euromonitor International's take on the luxury consumer, and more.  RELATED LINKS Listen to More Channel Mastery Episodes Like This: Channel Mastery: 191 with Scott Buelter Ecommerce Times: Luxury Consumers Dismiss Inflation, Say ‘Full Shopping Ahead!’ Euromonitor International’s: Five Trends Shaping the Global Luxury Goods Landscape Remarkable Retail: Understanding 'Buying' vs. 'Shopping' Retail Prophet: The Future of Retail in the New Era of Risk

Guest: Adam Cramer is the founding Executive Director and present CEO of Outdoor Alliance, a national coalition of outdoor recreation advocacy groups that has breathed new life into the conservation movement by harnessing the outdoor community’s passion for place and combining it with a modern approach to organizing and digital engagement. During his time as CEO, Adam has brought new sensibilities to conservation work that have resulted in hundreds of thousands more acres of protected landscapes, improved management for outdoor recreation, and thousands of outdoor enthusiasts awakened to conservation and advocacy work. He is an avid whitewater kayaker and mountain biker, but is always on the lookout for a good skatepark. Adam lives in Maryland with his wife and two kids   Show notes: On Friday, August 12, 2022, Congress passed the largest ever climate package in the Inflation Reduction Act, an absolute landmark piece of legislation. Channel Mastery has never done an episode on any sort of legislation before today; but know that this show was prioritized. Why? Because of the landmark impact that the IRA is destined to have on our businesses. What’s more, this is a far-reaching (both in scope and timeframe) bill that will create new awareness among our consumers – the outdoor recreation enthusiast. Channel Mastery is 100-percent about understanding our brand fans and target consumers and this bill will ‘train’ them to expect more responsible businesses and brand practices concerning climate mitigation going forward.    The bill is sweeping and complex, and we’ve procured the perfect guide for our episode today in Adam Cramer, the CEO of the Outdoor Alliance, the only non-profit organization in the U.S. that unites the voices of outdoor enthusiasts to conserve public lands and ensure those lands are managed in a way that embraces the human-powered experience. The Outdoor Alliance connects conservation with climate, which positions Adam’s perspective as critical to you, Channel Mastery’s executive audience of outdoor rec business leaders. The Outdoor Alliance is a coalition of national advocacy organizations that includes American Whitewater, American Canoe Association, Access Fund, International Mountain Bicycling Association, Winter Wildlands Alliance, the Mountaineers, the American Alpine Club, the Mazamas, the Colorado Mountain Club, and the Surfrider Foundation.    The Inflation Reduction Act will be on President Biden’s desk by the time you listen to this show, but the interview you’re about to hear in episode 192 is evergreen in that it underscores a tipping point moment in climate and conservation. Paul Krugman, Opinion Columnist with The New York Times, in his piece “Did Democrats just Save Civilization?” wrote: “This is a very big deal. The act isn’t, by itself, enough to avert climate disaster. But it is a huge step in the right direction and sets the stage for more action in the years ahead. It will catalyze progress in green technology; its economic benefits will make passing additional legislation easier; it gives the United States the credibility it needs to lead a global effort to limit gre...

Featuring:  As CEO and president, Scott Buelter guides Ascent360’s strategy and vision. His mission is to bring enterprise-level marketing capabilities to midsize businesses through a powerful CDP, allowing them to better understand their customers and achieve continual growth. Buelter draws upon his data analysis and digital marketing experience at companies such as Nike, Disney, Royal Caribbean, Loews Hotels, American Express and Samsung, as well as upon his academic background. Buelter received an MBA from the University of California–Irvine and a Bachelor of Science in economics from the University of San Diego, in addition to studying at the London School of Economics and the Institute of Education Sciences in Berlin and Vienna.   Show Highlights: The current economic climate is volatile and at times confusing for consumers. This can make for a challenging time for brands and speciality retailers.  We were grateful when Scott wanted to come back on the podcast and talk about how brands can navigate the current times. Kicking off by talking about inflation and the importance of knowing how inflation will affect your consumers. He continued on with his recommendations on how leaders can end the year on a strong path forward. Leaving with his best piece of advice - taking data seriously and using data to make the best business decisions for your brand or retailer.   Related Links:   https://ascent360.com/ https://www.linkedin.com/company/ascent-crm/ https://www.linkedin.com/in/scottbuelter/ https://twitter.com/Ascent360 https://www.verdepr.com/ https://www.linkedin.com/in/kcarpediem/

Featuring: Kristin Carpenter is the founder of Verde Brand Communications and the host of the Channel Mastery podcast. She earned her stripes in the $873 billion outdoor recreation industries through a decade-long career as a journalist. In 2001, she pivoted from reporting on stories to helping brands create their own stories in the launch of Verde Brand Communications, an award-winning brand communications, PR, and digital marketing agency. In 2018, Verde launched the Channel Mastery podcast to help specialty brand leaders modernize their businesses to be exceptional to today’s connected shoppers.    Show Highlights: In this special solo cast episode of the Chanel Mastery podcast, Kristin dives into the level setting we’re seeing in the business landscape and, more specifically, in the outdoor industry as we head into one of the largest buying periods of the year. Kristin touches on the regression of the Covid-timed consumer, economic slowdown, consumer spending trends, heald inventory, and the important months ahead that can not only shape how we finish this year but also set the tone for the partnerships we have and how we work to maintain and build trust with our consumers in 2023 and beyond.  RELATED LINKS Listen to More Channel Mastery Episodes Like This:   Jay Townley: “The future ain’t what it used to be” Tackling Inflation and Margin Pressure in the Sporting Goods Industry

Show Highlights:   During our conversation with Kimo, we discussed general trends around customer excitement with Life Time events, specifically Sea Otter Classic and Unbound, and how the Life Time consumer base drives what they do as a company.  Furthering our conversation on live events, Kimo gave us insight into the vision behind the Grand Pre and its launch this year. We also touched on the spirit of cycling and the community that Life Time creates which is made up of athletes of all different levels.  RELATED LINKS Lifetime Kimo on Twitter Kimo on LinkedInKristin on InstagramVerde Brand Communications

Show Highlights:   We are excited to have Liza Amlani on to discuss accelerating speed to market in the retail space, how to successfully address inefficiencies by limiting waste and using customer-focused digital technologies across channels in the retail space, the importance of preparing for unprecedented events like COVID-19, and more. In a rapidly changing climate such as the one we live in, it is vital for companies to be confident in making swift changes to their business in order to ensure longevity.    Traditionally, companies debuted new products once or twice a year in conjunction with industry trade shows, but times are changing. Today’s consumers want new products to be delivered fast and within their timeframe, and they also want their products to be sustainable.  As it stands now, legacy brands seem to face challenges in meeting these demands. During the pandemic, we also saw that many companies are unprepared for massive events that impact production. With climate change, retail production will continue to be impacted in the future, so companies need to think ahead to meet these challenges. Join us to hear the advice Liza gives to retailers and other companies to help them be prepared for unpredictability, and at the forefront of the industry in a fast paced world.

Show Highlights: We are elated to have Bradley Schurman on to discuss the shift in perception of what it means to be “old,” how industries are changing their approach to attracting different age groups, the way Bradley and The Super Age approach this ever-changing climate, and more. It is clear that the definition of what it means to be “old” is changing. As medicine, healthier lifestyles, and technology continue to advance, companies will need to adjust internally and externally.  Historically, outdoor-focused businesses targeted younger audiences, but times are changing. More so now than ever, older generations are getting outside and participating in outdoor recreation. Within the next 10 years, we could see one out of five outdoor participants in the over 65 age group, as stated by Bradley. These companies who once focused so heavily on younger audiences will need to adapt to the new marketplace.  It is imperative that businesses begin to take a look at how they perceive and approach older people. How exactly does Bradley think these businesses should tackle that problem? How can companies take advantage of these older generations who are eager to enter the outdoor workforce? Join us to hear Bradley answer these questions and discuss much more in this informational episode.

Show Highlights: In this episode of Channel Mastery, I chat with Shane Kinkennon - an executive coach and master facilitator. Shane knows a lot about how wise business leaders respond to the pressure to change. We asked him to explain what exactly he observes from his CEO-level clients. He makes a compelling case that now is the time for brand leaders to think not only about the mechanics of adapting to change but the ins and outs of how they lead their teams and employees.    Shane argues that brands can’t wait until insane external pressures are in the rear-view mirror. To the contrary, the brands that will effectively adapt today and go on to sustain competitive advantage are helmed by leaders who invest their days not in infrastructure, system, and process, but what matters most: their people.