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Outdoor Unfiltered: Daily Summaries Delivered
by Colin True
Want to know what's REALLY going on in the outdoor industry? Move past the PR speak and platitudes. Get the "why" behind the headlines with the unvarnished truth about the outdoor industry's biggest drivers. Host Eoin Comerford -- former CEO, marketer, and consultant -- brings two decades of industry scars and successes to the table. He’s calling out the missteps, celebrating the innovators, and dissecting the "playbook" used by the world’s leading outdoor brands and retailers. Alongside guest experts, Eoin dives into the topics that actually move the needle: - Market Drivers: Affordability, sustainability, and the "authenticity" gap. - Retail Reality: What’s actually happening on the floor vs. the boardroom. - Future-Proofing: Connecting you to the insiders shaping where the industry goes next. Stop skimming the surface. Hit play to get better informed, more connected, and a step ahead of the competition. It’s way more interesting down here.
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- Yesterday38 min
The Hottest Brands We Saw At The GOA Connect Discovery Marketplace!
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.Timestamps: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.Our Sponsors: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.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.Host: Eoin ComerfordLinkedIn: https://www.linkedin.com/in/eoincomerford/Email: outdoorunfilteredpod@gmail.comNetwork: Proud partner of The Rock Fight Podcast network
- 1 weeks ago29 min
Beyond the Black Square: Teresa Baker on Inclusivity Action vs. Rhetoric in the Outdoor Industry
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.Connect With UsWe 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 outdoorunfilteredpod@gmail.com.Our SponsorsThis 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.
- 2 weeks ago48 min
Revamping ISPO, Inside KMD's Strategic Review & The Truth Behind Recreation dot Gov
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.Timestamps:[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.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.Email: outdoorunfilteredpod@gmail.comLinkedIn: Connect with Eoin Comerford on LinkedInOur Sponsors: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.
- 3 weeks ago21 min
The North Face Turnaround, Lululemon’s Feud, & Shein Buys Everlane
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.Timestamps:00:00 – Podcast Intro and Host Overview00:36 – The Unfiltered Upside: Inside The North Face's Q4 and Fiscal 2026 Turnaround Metrics01:50 – Product Assortment and "Me-Too" Traps: How TNF Hit a Wall in 202302:30 – Analyzing VF Investor Day: Category Consolidation and Brand Centering03:15 – Premiumization, Luxury Collaborations, and Rising Price Points04:00 – Performance vs. Performance-Inspired: Navigating Cultural Relevancy04:45 – Product Franchise Management: The Proliferation of Denali and Nuptse Variations05:40 – Modernizing Marketing: Reviewing the "Never Just a Hike" Campaign06:54 – Commercial Break: ENDVR07:42 – The Lululemon Spat: Is Chip Wilson Actually Right?08:35 – Stock Peaks and Product Execution: What the Street is Saying About Lululemon09:12 – The Rise of Alo and Vuori: Has Lululemon Abandoned Its Playbook?09:50 – Commercial Break: Crux Retail10:44 – The Anti-Shein No More: Shein Acquires Everlane11:34 – 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 Allbirds13:30 – The 4 Critical Takeaways for Outdoor Brands in a Trend-Driven MarketConnect With Us:We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries, or whatever's on your mind.Email Us: outdoorunfilteredpodcast@gmail.comConnect with Eoin Comerford on LinkedIn: Eoin's ProfileOur Sponsors: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.
- 4 weeks ago48 min
The Real Story Behind REI’s 2025 Numbers & Should You Attend OR 2026?
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.Show NotesEpisode SummaryIn 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.Timestamps00:00 – Welcome to Outdoor Unfiltered & REI 2025 Financial Overview00:54 – Breaking Down REI's Revenue, Store Expansion, and the 53rd Week02:08 – Gross Margins, Inventory Gluts, and Promotional Discipline03:00 – Operating Losses, Payroll Structural Problems, and Layoffs04:02 – Membership Metrics: Voting Eligible vs. Total Members04:36 – Cash, Investments, and Operating Cash Flow Reality05:25 – Sponsor Break: ENDVR06:33 – Quick Hits: Yeti Q1 Earnings Analysis07:11 – Quick Hits: Wolverine Worldwide & Saucony Growth07:44 – Quick Hits: Under Armour's Retail Challenges08:24 – Quick Hits: Compass Diversified, Boa, and Primaloft Performance08:52 – Sponsor Break: Crux Retail09:47 – The Unfiltered Upside: NSGA Sports Participation Report (Hiking, Kayaking, Skiing, and Camping)11:24 – Interview: Lindsay Hubley & Sunny Stror on the New Outdoor Retailer Show13:00 – Understanding the Outdoor Retailer Leadership Village & Advisory Family14:48 – Moving Outdoor Retailer to Minneapolis and Changing the Dates to August17:15 – Shifting the Show Floor: Capping Maximum Booth Sizes18:29 – Brand Diversity and Headliners at Outdoor Retailer 202619:33 – Special Sections, Backcountry Partnerships, and Stewardship Pavilions21:00 – Introducing Wild Reach: The Popfly Creator Partnership Platform24:34 – How to Apply for the Hosted Buyer and Scholarship Programs25:34 – What to Expect for Industry Day and the Retailer Playbook Labs27:44 – Industry Day Keynotes and Happy Hour Events28:54 – Defining Success for the Revamped Outdoor Retailer ShowConnect With UsWe 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 LinkedInEmail: outdoorunfilteredpod@gmail.comOur SponsorsENDVR: The network that connects brands, retailers, and fro
- May 11, 202632 min
The Outdoor Industry's Amazon Dilemma! Plus: The Power of SOBAN
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.Show NotesEpisode 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 ComerfordEmail: outdoorunfilteredpod@gmail.comOur 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)
- May 4, 202637 min
Switchback Spring: What To Expect In Year Two! Plus: Scoring The Outdoor Industry's Brand/Retailer Partnerships
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.Our SponsorsENDVR: The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. www.endvr.ioCrux Retail: Creating bold retail displays for bold brands. www.crux-retail.comConnect With UsWe 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<l
- Apr 27, 202640 min
Backcountry’s Bold Pivot: Loyalty, Acquisitions, and Retail Growth
This episode of Outdoor Unfiltered dives deep into the shifting landscape of tariffs and retail strategy. Host Eoin Comerford breaks down why the White House pivoted on IEEPA tariffs, offering a guide for brands to claim their share of the potential $166 billion in refunds through the CBP’s CAPE portal. We also celebrate Lowa’s record-breaking 2025 sales and growth in the trail running sector.The headliner features Kevin Lenau, President of Backcountry, who reveals the strategic transformation of the outdoor e-commerce giant since its acquisition by CSC Generation. From the launch of the Summit Club+ loyalty program and a new digital ad network with AllGear, to the acquisitions of Level Nine Sports, VeloTech, and CoalaTree, Kevin shares how Backcountry is prioritizing "pursuits" like bike, climb, and ski to win in a competitive market.Topics and Timecodes:0:00 – Introduction Host Eoin Comerford introduces the episode’s agenda: Trump’s pivot on tariffs, Lowa’s record year, and an exclusive interview with Backcountry President Kevin Lenau.0:44 – The Tariff Turnaround Analysis of the administration’s decision to accept a court order to refund IEEPA tariffs and what it means for outdoor brands.3:20 – How to Claim Your Refund A practical walkthrough of the CAPE (Consolidated Administration and Processing of Entries) portal and the 60-to-90-day refund window.6:17 – Lowa’s Record Success Celebrating Lowa’s 242 million Euro year and their 5% increase in shoe sales despite a tough retail climate.8:18 – Interview: Kevin Lenau on the "New" Backcountry Kevin Lenau discusses the "post-COVID whiplash," inventory management, and the transition following the CSC Generation acquisition.13:17 – Pricing Strategy: E-commerce vs. Brick and Mortar A look at the pressures of Google PLA and why the "sales cadence" online differs from physical stores.15:05 – The Summit Club+ Loyalty Program Kevin breaks down the 10% cash-back model, the $50 annual fee, and how it compares to competitors like REI.19:28 – Building a Digital Ad Network Backcountry’s partnership with AllGear and the focus on "native" brand advertising for tourism and high-end gear.21:18 – Strategic Acquisitions: Level Nine Sports, VeloTech, & KoaTree The rationale behind buying specialized retailers to bolster Backcountry’s authority in skiing, cycling, and sustainable apparel.28:09 – The Garage Brand Incubator How Backcountry is helping emerging brands through streamlined onboarding and marketing support.30:58 – The Future of Physical Retail and Private Brands Why Backcountry is focusing on "experiential retail" and the evolution of the Backcountry Gear & Apparel line.Our SponsorsENDVR: Empower your frontline associates and drive sales. Visit www.endvr.io to learn more.Connect With UsWe would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries, or whatever’s on your mind.Eoin Comerford: LinkedIn ProfileEmail: outdoorunfilteredpod@gmail.comOutdoor Unfiltered is a production of Rock Fight, LLC.
About Outdoor Unfiltered
Want to know what's REALLY going on in the outdoor industry? Move past the PR speak and platitudes. Get the "why" behind the headlines with the unvarnished truth about the outdoor industry's biggest drivers. Host Eoin Comerford -- former CEO, marketer, and consultant -- brings two decades of industry scars and successes to the table. He’s calling out the missteps, celebrating the innovators, and dissecting the "playbook" used by the world’s leading outdoor brands and retailers. Alongside guest experts, Eoin dives into the topics that actually move the needle: - Market Drivers: Affordability, sustainability, and the "authenticity" gap. - Retail Reality: What’s actually happening on the floor vs. the boardroom. - Future-Proofing: Connecting you to the insiders shaping where the industry goes next. Stop skimming the surface. Hit play to get better informed, more connected, and a step ahead of the competition. It’s way more interesting down here.
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