What Backcountry Garage Isn't Telling You & 35 Years On The Inside of Patagonia

What Backcountry Garage Isn't Telling You & 35 Years On The Inside of Patagonia

Today on the show Eoin Comerford breaks down what Backcountry Garage is actually asking of emerging outdoor brands and whether it's worth it, Grassroots Outdoor Alliance's positive mid-year results, and what's next for Portland's Next Adventure. Then Eoin sits down with Bruce Old, Patagonia's Chief Marketplace Officer and 35-year company veteran, for a candid conversation on Patagonia's business performance, product innovation, the Work in Progress sustainability report, the Hold Fast Collective ownership structure, and where Patagonia stands on the future of outdoor trade shows. Sponsored by ENDVR and Crux Retail. Timestamps 0:00 -- Introduction: Backcountry Garage, GOA specialty retail update, Next Adventure, and Bruce Old of Patagonia 0:47 -- Backcountry Garage deep-dive: what the program actually requires of emerging brands, including two-year exclusivity on online marketing and third-party marketplaces like Amazon 8:15 -- ENDVR ad: how ENDVR connects brands directly to over 140,000 frontline retail associates to drive sell-through 9:30 -- GOA mid-year update: Gabe Mayer reports GOA member retailers up 4.9% year over year through May, with analysis on what's actually driving the growth 12:11 -- Crux Retail ad: custom retail fixture design for outdoor brands including Yakima, Dometic, Wahoo, and Clif Bar 13:01 -- Unfiltered Upside: Next Adventure in Portland is staying open under original co-founders 15:05 -- Guest intro: Bruce Old, Patagonia Chief Marketplace Officer and 35-year company veteran 16:10 -- How Bruce landed at Patagonia in 1991 and what drew him to the company's values from day one 20:06 -- How Patagonia's business is performing today: modest growth, international expansion, and navigating tariffs 21:04 -- Patagonia's distribution strategy: specialty retail, run, fly fishing, surf, and what's happening in run specialty 24:03 -- Product innovation: what's new for spring '26 across sun protection, run, surf, waders, footwear, and fishing 27:42 -- Patagonia's Work in Progress sustainability report: radical transparency, the blowback, and why 95% of emissions are in the supply chain 29:00 -- The Hold Fast Collective: how Patagonia's ownership restructure works and how it's accelerated environmental giving to $75-100 million per year 31:15 -- Trade shows: where Patagonia stands on OR, Switchback, TRE, Grassroots Connect, and what it would take to return to a national show 34:48 -- What excites Bruce most about Patagonia's future: talent, shared sustainability infrastructure, and the next 40 years 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. DM Eoin Comerford on LinkedIn: https://www.linkedin.com/in/eoincomerford/ [https://www.linkedin.com/in/eoincomerford/] Email: outdoorunfilteredpod@gmail.com [outdoorunfilteredpod@gmail.com] Please follow the show and leave a five-star review. It helps other people in the industry find us. Our Sponsors ENDVR -- The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. www.endvr.io [http://www.endvr.io/] Crux Retail -- Creating bold retail displays for bold brands. www.crux-retail.com [http://www.crux-retail.com/]

Why Loyalty Programs Are Coming for Independent Retailers - Plus Why Arc'teryx Is "Junk,"

Today on the show Eoin Comerford breaks down the outdoor industry's paid loyalty arms race — from Dick's Sporting Goods' new Scorecard Plus tier to Backcountry's Summit Club Plus and REI's co-op membership — and explains what it means for independent specialty retailers. Then, why is Amer Sports, the parent company of Arc'teryx, Salomon, and Wilson, still rated "junk" by Moody's despite seven billion in sales and 60% gross margins? Eoin unpacks the fashion risk, operational scale concerns, and Anta ownership issues keeping the rating below investment grade. Finally, Rumpl founder and chairman Wiley Robinson and GM Josh Simpson join from the Switchback New Orleans show floor to discuss navigating tariffs, abandoning promotional discounting, launching the Rapsack sleeping bag line, sleep system accessories, and the brand-new Game Time Puffy — a sideline stadium cushion that converts into a full puffy blanket. Timestamps [0:00] — Introduction to the episode: paid loyalty programs, Amer Sports' credit rating, and a live interview with the Rumpl team at Switchback New Orleans. [0:52] — How Dick's Sporting Goods' Scorecard Plus, Backcountry's Summit Club Plus, and REI's co-op membership are competing for the outdoor consumer's wallet — and what independent specialty retailers should do about it. [5:27] — Sponsor: ENDVR — The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. www.endvr.io [http://www.endvr.io/] [6:38] — Why Amer Sports, parent of Arc'teryx, Salomon, and Wilson, remains rated speculative grade by Moody's despite $7B+ in sales, 30% growth, and 60% gross margins — and what it means for the industry. [10:50] — Sponsor: Crux Retail — Creating bold retail displays for bold brands. www.crux-retail.com [http://www.crux-retail.com/] [11:40] — Outdoor Unfiltered ranks as the most popular outdoor industry podcast on Apple Podcasts in the Wilderness category. [13:00] — Wiley Robinson and Josh Simpson of Rumpl join live from the Switchback New Orleans show floor. [13:55] — How the founder/GM leadership transition between Wiley Robinson and Josh Simpson has played out 18 months in. [15:37] — How Rumpl navigated tariffs, held price on 95% of its line, and protected margins while many peers struggled. [17:45] — How Rumpl cut MAP breaks from six per year to one and reduced off-price transactions by 50% to rebuild a full-price business. [19:40] — Why Rumpl launched the Rapsack sleeping bag after 12 years focused exclusively on blankets, and how REI's early commitment validated the category. [21:00] — How Rumpl is expanding the Rapsack into a full sleep system with new temperature ratings, sizes, and sleep liners. [25:15] — Introducing the Game Time Puffy — a $99.95 stadium seat cushion and puffy blanket in one, already sold into Dick's Sporting Goods. [27:47] — Closing thoughts, how to follow the pod, and how to reach out. Guests Wiley Robinson — Co-Founder & Chairman, Rumpl Josh Simpson — General Manager, Rumpl Rumpl — www.rumpl.com [http://www.rumpl.com/] Sponsors ENDVR — The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. www.endvr.io [http://www.endvr.io/] Crux Retail — Creating bold retail displays for bold brands. www.crux-retail.com [http://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. DM Eoin on LinkedIn: https://www.linkedin.com/in/eoincomerford/ [https://www.linkedin.com/in/eoincomerford/] Email the show: outdoorunfilteredpod@gmail.com [outdoorunfilteredpod@gmail.com] If Outdoor Unfiltered brings value to your week, please follow the pod and leave a five-star review on Apple Podcasts. It helps other outdoor industry professionals find us — and makes sure you never miss an episode.

Is Screen Time Killing Outdoor Outings? Plus: Switchback’s 2027 Shakeup!

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. 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: Connect with Eoin Comerford on LinkedIn [https://www.linkedin.com/in/eoincomerford/] * Email: outdoorunfilteredpod@gmail.com [outdoorunfilteredpod@gmail.com] OUR SPONSORS * ENDVR: The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. Learn more at www.endvr.io [http://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 [http://www.crux-retail.com/]

Switchback New Orleans Reaction: Did The Show Work In Year 2?

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. 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! * Connect with Eoin Comerford: LinkedIn Profile [https://www.linkedin.com/in/eoincomerford/] 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 [http://www.endvr.io/]. * Crux Retail – Creating bold retail displays for bold brands. Visit www.crux-retail.com [http://www.crux-retail.com/].

Bonus Episode! The Rock Fight Heads To Oboz

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.