Outdoor Retailer

Founder Friday Series: Wolfpack and Booe

Joe Wilkinson — Fri, 29 May 2026 18:14:36 +0000

Starting a business is hard. Starting one that solves a problem you’ve lived yourself? That’s a different kind of motivation. This week’s Founder Friday features two entrepreneurs who turned personal frustrations into products built for the outdoors — one for the chaos of family ski trips, and one for anyone who’s ever worried about their phone meeting a watery end.

This week’s entry to the Founder Friday Series is Danielle Goikhman of Wolfpack, and Dan Martinson of Booe.

Danielle Goikhman, Wolfpack

Packing for a ski trip is the worst. And it’s even harder when you have kids. Keeping track of the outerwear, gloves, helmets, goggles, socks, and buffs feels nearly impossible. That’s why Danielle Goikhman launched Wolfpack, which makes a gear hauling solution called the Alpha Family Pack. The outside is a 36-inch-long soft case that holds up to five well-sized packing cubes, and each cube holds all the clothing and accessories for one family member. “What started as a personal pain point turned into a purpose-driven product designed to simplify family travel and get people focused on the experience, not the logistics,” Goikhman says.

Built from reinforced water-resistant materials, the pack comes with wheels and a telescoping handle so it can be hauled through airports, checked on airplanes, and tossed around ski areas lodges. “The idea was to combine durability with thoughtful compartments so every piece of gear has a place… and to replace the need for multiple bags and make travel significantly easier,” Goikhman says. Once Wolfpack has become a well-trusted companion for ski families, the plan is to take this same approach and apply it to all aspects of family travel. “Our goal is to become the go-to solution for organized, stress-free adventure travel, whether that’s snow, camping, beach, or beyond, while continuing to innovate around real family needs,” she says.

Dan Martinson, Booe

Newer phones will survive in a downpour or if you drop them in a toilet. But if you want to take your phone snorkeling and swimming, or want to make sure it doesn’t sink if tossed off your standup paddleboard, you’ll need a floatable waterproof case. That’s where Booe comes in. The company, based in Minnesota, makes a waterproof pouch with an attached lanyard, as well as a waterproof shoulder/fanny pack, both of which are designed for people who play in the water and never want to worry. The products are built around the company’s proprietary, toothless zipper that makes their bags waterproof, submersible, and buoyant. Clear panels on both cases allows users to access the touch screens without removing the phones, and there’s a wide variety of bright, beach-friendly colors.

After lots of success online, Brenton Schulze, the Vice President of Sales, says Booe plans to expand its brick-and-mortar footprint and continue building a customer base that’s looking for products at the intersection of adventure and fashion. There will also be a push for continued innovation. “There’s something to be said for the fact that small gear brands like ours tend to be built by people who live the lifestyle,” Schulze says. “The founders, the designers, the people answering customer emails are often the same ones out on the water on weekends. That proximity to the experience creates better products, full stop. It’s harder to lose sight of what actually matters when you’re using the gear yourself.”

Why These Founders Matter

Founders like these demonstrate what happens when founders listen to the needs of the outdoor community and respond with thoughtful, human-centered design. For retailers, these brands represent the kind of innovation your customers crave: practical solutions that enhance functionality, ease of use, and quality of life outdoors.

Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.

The post Founder Friday Series: Wolfpack and Booe first appeared on Outdoor Retailer.

Outdoor Retailer Unveils 2026 Industry Day Voices Lineup, Featuring Athlete Mirna Valerio as Closing Keynote

Amy Dufour — Wed, 27 May 2026 13:45:51 +0000

Leaders from Alpenglow Sports, Black Diamond, Locally, Outsize Consulting, Red Wing, and Tersus Solutions to examine retail transformation, consumer shifts, and the future of outdoor innovation

Photo courtesy of Shop Eat Surf Outdoor

MINNEAPOLIS, Minn. (May 27, 2026) – Outdoor Retailer, the platform for connection, learning, and outdoor innovation, today announced the closing keynote for Industry Day: author, skier, ultrarunner, and DEI consultant Mirna Valerio. Industry Day takes place August 19th from 1:30 p.m. to 5:00 p.m. at the Minneapolis Convention Center.

Outdoor Retailer’s Industry Day is a leadership forum that convenes retail leaders, brand executives, innovators, and researchers for a fast-moving, ideas-driven exploration of the forces reshaping the outdoor industry. The afternoon stage program will focus on consumer behavior, innovation, technology, and the evolving structure of outdoor commerce.

“Industry Day gathers the outdoor community together around the ideas, innovations, and conversations shaping the future of our industry,” said Matthew Mathiasen, group show director, Emerald. “Mirna embodies resilience, inclusion, authenticity, and expanding who feels welcome in outdoor spaces. Her perspective and story will leave attendees inspired, while reinforcing the importance of building an industry that reflects and serves a broader, more diverse community.”

The program includes “The Big Debate: Is the Independent Shop the Future of the Outdoor Industry?” moderated by Mike Massey, founder of Locally, featuring Neil Fiske, president of Black Diamond, Brendan Madigan, founder of Alpenglow Sports, and Dana Caraway, founder and owner of Caraway & Co. The session addresses whether independent specialty retail remains the industry’s innovation engine or whether broader market shifts are redefining its role.

Next, “The New Customer Code: Getting Gen Z & Winning with Women” examines how generational change and women’s purchasing power are reshaping retail strategy. Moderator Kristin Hostetter leads Sara Lawhead, vice president of ThackerNYC, Jamie Kvamme, director of marketing at Red Wing Shoe Company, and Nadah Feteih, founder of Ma’wa Collective, in a discussion on values-driven consumption and evolving consumer identity.

“The Gear of Tomorrow: Wearables, Smart Tech & Innovation” follows, focusing on how technology is being embedded into performance systems. Moderator Peter Sachs is joined by Lucy Dunne, co director and founder of the University of Minnesota Wearable Technology Lab, Dustin English, Chief Experience Officer of VOORMI, and Kristoffer Stokes, founder and principal scientist of Geisys Ventures, to examine how wearable tech and smart textiles are reshaping outdoor equipment and apparel.

“The Tools of Tomorrow: AI & The Circular Economy” expands the conversation to systems level change. Moderator Peter Whitcomb, CEO of Tersus Solutions, leads Ramiro Gomez, co founder of Alpaka, Barruch Ben Zekry, senior director new business models at VF Corporation, and Aaron Provine, president of Geartrade, in a discussion on how AI, e-commerce, and circular systems are reshaping supply chains and unlocking new business models.

Closing the program, Mirna Valerio will speak on belonging and her work to expand who feels seen and welcomed in endurance sports and outdoor spaces. A former educator and cross country coach, she is the author of A Beautiful Work in Progress. After recommitting to running following a health scare in 2008, she launched her blog Fatgirlrunning, which became a widely followed platform documenting her journey as a larger bodied endurance athlete and advocate for inclusion in outdoor sports.

The event will conclude with a special evening rally in partnership with Save the Boundary Waters, bringing together the outdoor community in defense of the Boundary Waters Canoe Area Wilderness amid renewed federal efforts to roll back long standing protections and reopen the region to mining activity. The event features National Geographic adventurers and advocates Amy Freeman and Dave Freeman, alongside ultrarunner and Minnesota state representative Alex Falconer, underscoring the industry’s continued engagement in conservation and public lands advocacy.

About Outdoor Retailer

Outdoor Retailer is where the outdoor industry comes together to move the business of the outdoors forward. Designed in collaboration with brands, retailers, and industry leaders, the event creates space for connection, practical education, and the discovery of innovative products shaping the future of outdoor recreation. Outdoor Retailer is where the outdoor industry gathers to connect, collaborate, and take ownership of what comes next – #MakeItYours. Learn more about and #MakeItYours at outdoorretailer.com

Media Contact:
Chris Goddard, CGPR, chris@cgprpublicrelations.com
(781) 640-8387 or marybeth@cgprpublicrelations.com

The post Outdoor Retailer Unveils 2026 Industry Day Voices Lineup, Featuring Athlete Mirna Valerio as Closing Keynote first appeared on Outdoor Retailer.

Founder Friday Series: Snow Glow and Tender

Joe Wilkinson — Fri, 22 May 2026 17:49:16 +0000

For this week’s Founder Friday series, we’re spotlighting more founder-led brands who will be exhibiting on the show floor at Outdoor Retailer this August.

Brooke Skinner of Snow Glow and Lily Warnke of Tender showcase what it means to bring unique products to the outdoor market. Skinner’s brand pairs retro ski style with modern performance, while Warnke is rethinking activewear through clean materials and intentional design. These founders reflect the kind of thoughtful innovation and distinct point of view that make new brands worth watching.

Brooke Skinner, Snow Glow

Brooke Skinner and her husband Adam Reich have a whacky collection of vintage ski jackets they bought at thrift stores and inherited from family. Every time they broke out their retro kit fellow skiers would stop and ask where they found such playful ski apparel. “There was clearly an emotional connection people had to vintage ski style — the colors, the personality—but not many brands were bringing that feeling into modern outerwear,” she says. To fill the gap, Skinner and her husband started Snow Glow, which now offers a full line of classic ski jackets, bibs, and onesies.

All their apparel is made with modern waterproof fabrics and comes with updated tailoring, but the styling is pure 1980s. “Every piece is designed to feel joyful and memorable without sacrificing quality or performance,” Skinner says. The plan from here is to eventually offer a full lifestyle line that carries forward their blend of performance and fun.”At the end of the day, outdoor culture always becomes more interesting when there’s room for different voices and different interpretations of what the outdoors can look and feel like,” Skinner says.

Lily Warnke, Tender

Lily Warnke loves activewear. But after years of wearing apparel from major brands she was fed up with the designs and the materials. She didn’t want to buy synthetic fabrics that shed microplastics or wear products that had so many pockets she lost count. To simplify, she searched high and low for a nontoxic, next-generation, cradle-to-cradle certified elastane alternative and eventually landed on a blend of organic cotton and microtencel. Next, she created a restrained design that allows her products to be functional but sleek.

Finally, she created a supply chain that partners with European, women-owned B Corps for materials and manufacturing. The result is Tender, Warnke’s activewear line that will officially launch at Outdoor Retailer. “Outdoor Retailer’s community is one that cares about getting people moving, healthy, and engaged with the world around them—and I think that’s exactly where Tender belongs,” Warnke says. “We’re thrilled to be in a room full of buyers, press, and makers who care about product integrity. For a brand at our stage, it’s a chance to meet our people. We’re small, we’re focused, and we think that’s going to stand out.”

Why These Founders Matter

Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.

The post Founder Friday Series: Snow Glow and Tender first appeared on Outdoor Retailer.

Outdoor Retailer and Backcountry Partner to Debut “Backcountry Garage” at Reshaped Show in Minneapolis, Aug. 19-21

Joe Wilkinson — Wed, 13 May 2026 14:45:34 +0000

Outdoor Retailer and Backcountry Partner to Debut “Backcountry Garage” at Reshaped Show in Minneapolis, Aug. 19-21

Onsite Activation brings emerging brands, creators, buyers, and industry leaders together in Minneapolis

MINNEAPOLIS, Minn. (May 13, 2026) — Outdoor Retailer, the platform for connection, learning, and outdoor discovery, and Backcountry, the online specialty retailer of premium outdoor gear and apparel for adventure enthusiasts, today announced “Backcountry Garage”, a strategic partnership for this August’s Outdoor Retailer show in Minneapolis, a new hub spotlighting the next generation of outdoor brands.

Located near the front entrance of the Outdoor Retailer show floor, the space features three core areas:

Product Showcase Area: Displaying gear, apparel, accessories and products from emerging and incubator brands.
Creator Lounge: A space for creators, media, and influencers to experience products and connect with participating brands.
Buyer Desk: A dedicated meeting and networking space where brands can meet directly with Backcountry buyers and key industry decision-makers.

“Outdoor Retailer has always been about creating opportunities for discovery, connection, and growth across the outdoor industry,” said Lindsay Hubley, senior vice president, Sports and Outdoor Division. “Backcountry Garage brings that mission to life by giving emerging brands, creators, and innovators a platform to showcase their brands, connect with buyers, and help shape the future of outdoor retail. As the outdoor consumer becomes more casual and lifestyle-driven, the partnership supports next-generation brands focused on sustainability, wellness, inclusivity, performance, and differentiated products that meet the needs of this new consumer.”

Open Access for Emerging Brands

As part of the partnership during the show, Backcountry will promote an “open to all brands” initiative, giving exhibiting brands the opportunity to meet directly with Backcountry buyers. Backcountry buyers will be available at the Backcountry Garage booth throughout show hours.

This program advances Backcountry’s vision to provide the best outdoor gear, curate innovative products, and make them accessible to a growing community of outdoor enthusiasts. It reinforces a commitment to investing in the next generation of brands shaping the future of outdoor retail.

Wild Reach Creator Integration

Backcountry Garage will integrate with Outdoor Retailer’s Wild Reach creator initiative, bringing approximately 150 curated outdoor creators into the activation throughout the show. Participating brands will gain opportunities for product exposure, storytelling, creator engagement, and increased visibility across the outdoor community.

The Next Chapter for Backcountry Starts at the Beginning

The announcement follows Backcountry’s recent launch of Backcountry Garage, an innovation engine and brand incubator created to empower founders with the resources, expertise, and distribution needed to scale breakthrough ideas. The platform’s first major move was the acquisition of Coalatree, the Utah-based eco-minded gear and apparel brand.

Thirty years ago, Backcountry began with two founders selling avalanche beacons out of a garage. Today, Backcountry Garage at Outdoor Retailer brings that entrepreneurial spirit directly to the show floor, creating a space where emerging brands, creators, retailers, and outdoor leaders can connect, collaborate, and shape the future of the industry together.

“We believe constant innovation is the most powerful way to improve our customers’ experience outside,” said Kevin Lenau, president of Backcountry. “Backcountry Garage is how we keep pushing when much of the industry is waiting, partnering with builders and founders who are rethinking how great gear, apparel and accessories should perform so our community feels the difference every day on the trail, at the crag, and in their own backyards. The effort reflects our broader mission to create space and support for new builders, innovators, and entrepreneurs entering the outdoor market.”

Backcountry will introduce a series of on-site awards designed to spotlight standout innovation, creativity, and brand potential across the show floor, including several category-based Best in Show honors and a premier GOAT Award. Winners will be selected and presented live on site by Backcountry.

In addition, the winner of the Ambassador’s Choice Award, determined in real time by votes from Popfly creators attending the show, receive a prize package including an extended Popfly membership from six months to one year, a guaranteed private appointment with Backcountry’s buying team, and a marketing support package from Outdoor Retailer designed to provide additional exposure and post-show visibility.

About Backcountry

Backcountry is a leading online specialty retailer of premium outdoor gear and apparel for adventure enthusiasts. Founded in 1996, Backcountry connects customers with top brands across cycling, hiking, camping, skiing, snowboarding, climbing, fly fishing, and more. Through expert service, curated product selection, and personalized gear recommendations from its Gearheads, Backcountry helps people pursue life outdoors with confidence and passion. For more information about Backcountry Garage and Backcountry, visit Backcountry.

About Outdoor Retailer

Media Contact:
Chris Goddard, CGPR,
chris@cgprpublicrelations.com
(781) 640-8387 or marybeth@cgprpublicrelations.com

The post Outdoor Retailer and Backcountry Partner to Debut “Backcountry Garage” at Reshaped Show in Minneapolis, Aug. 19-21 first appeared on Outdoor Retailer.

Founder Friday Series: Alta Reina and Fat Koi

Joe Wilkinson — Fri, 08 May 2026 18:02:03 +0000

This week’s Founder Friday spotlights two emerging brands and the founders behind them who are bringing fresh thinking to the outdoor industry. Suzi Zook of Alta Reina is addressing an often-overlooked fit gap in outdoor apparel, while David and Nate White of Fat Koi are developing thoughtful innovation for the hydration and backpacking space. Together, they’re founders to watch as they build products shaped by real needs and a clear point of view.

Suzi Zook, Alta Reina

Suzi Zook is 5’11” and always had a hard time finding clothing that fit her build. Things were particularly bad when it came to winter gear and swimsuits. “Most established brands often make extended sizes, or sometimes tall sizes, but they often stop that line after a few years, and only produce them in ‘easy’ or ‘neutral’ colors or they are lower quality products,” Zook says. Eventually, she’d had enough and decided the best solution for finding quality clothing was to start her own brand. She officially launched Alta Reina in 2024 and today offers a full baselayer set made for anyone over 5’9.”

Sewn in New York City, the baselayers are made from high-quality Polartec PowerStretch Pro fabric and Zook sources a mix of new and deadstock fabric to keep her environmental impact as low as possible. Right now it’s just cold-winter gear, but the plan is to eventually release a year-round line and maybe even go into swimwear. Zook has two daughters who are also tall so she hopes to ease pain points for them and other women who want everyday or activewear clothing that truly fits. “Every consumer deserves to have a brand that speaks their language,” she says.

David and Nate White, Fat Koi

Fat Koi hasn’t announced its first product…yet. But founders David and Nate White say what they plan to launch in Fall 2026 will go a long way toward solving a “really common backpacking issue that we had both just accepted.” They also told us this mysterious first launch will sit somewhere in the hydration space. Curious for more details, we asked them to talk about how they landed on the first product and about their approach to design. They responded by saying that in addition to solving problems, their approach aims to “enhance the user experience in such a way that allows the user to be more present, to experience the full benefit of being outside.”

Their plan is to start in the backpacking space, but then expand out to surfing, mountain biking, trail running, and possibly travel. Once they’ve proven they can provide innovative consumer solutions, the final step for the brand is to create products that solve larger and more pressing problems for communities across the globe. “If we’re asking people to be more deliberate in how they engage the outdoors, we should be just as deliberate in how we engage the world around us,” they said.

Why These Founders Matter

Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.

The post Founder Friday Series: Alta Reina and Fat Koi first appeared on Outdoor Retailer.

Outdoor Retailer Announces First 10 Creators for Wild Reach Initiative

Joe Wilkinson — Mon, 04 May 2026 20:09:57 +0000

Outdoor Retailer Announces First Wild Reach Creator Lineup, Powered by Popfly

10 storytellers reaching nearly 6.4 million followers to amplify brand narratives through live, on-the-ground content and measurable engagement

MINNEAPOLIS, Minn. (May 4, 2026) — Outdoor Retailer, the platform for connection, learning, and outdoor innovation today, announced the first 10 creators as part of the new Wild Reach Initiative, a creator-powered program developed in exclusive partnership with Popfly. Connecting leading outdoor brands with a curated network of storytellers, the program delivers real-time product exposure, authentic content creation, and direct engagement with highly targeted audiences.

Collectively reaching over 6 million followers across Instagram, TikTok, YouTube, and Facebook, these creators bring immediate scale to participating brands, providing a level of visibility and content generation that typically requires significant standalone investment.

Embedded directly within the Outdoor Retailer environment, the Wild Reach Initiative transforms the traditional trade show into a live content engine, where brands debut next year’s products, drive discovery, and generate storytelling at scale, all in one place. By removing barriers to creator access and investment usually required to drive this level of engagement, Outdoor Retailer enables brands to tap into high-impact creator partnerships in a way that is both efficient and measurable.

“At a time when stakeholders are demanding real results, Wild Reach injects a new level of energy, return and authenticity to the show,” said Lindsay Hubley, senior vice president of the Sports and Outdoor division at Emerald. “This program gives brands a powerful opportunity to put products into the hands of creators, spark meaningful storytelling, and extend their reach far beyond the show floor, all within a single, highly curated environment.”

The first group of Wild Reach creators includes:

Aaaron Lutze (Second Nature Podcast) 406k, @superridertv – Mountain Biking
Alexandria Gallizioli – 121k, @sheroamswild – Hiking, Biking, Skiing, Camping
Coach Livingston – 268k, @marion_outdoors – Backpacking and Hiking
Dan Bernstein – 739k, @outdoorwiseliving – Swimming, Hiking, Connecting to Nature
Gordon Crum – 278k, @grimgranite – Camping Gear, Wilderness Survival, Conservation Stories
Gwyneth Manser – 112k, @gwynandami – Hiking, Backpacking, Adventure Travel
Keahu Kahuanui – 315k, @keahu – Outdoor Endurance Athlete
Myranda Hausheer – 52k, @myrandainthemountains – Hiking, Skiing, Backpacking, Camping, Yoga, Fishing
Nataliya Zasadko – 122k, @littleradadventure – Skiing, Travel, Family Adventures
Thruhikers – 3,950,000 @thruhikers – Backpacking, Hiking, Skiing

Representing a wide range of disciplines, from hiking and climbing to camping, fishing, trail running, and outdoor lifestyle storytelling, these individuals were selected for their distinct perspectives, engaged audiences, and commitment to sharing authentic outdoor experiences.

“Creators continue to be a key part of how outdoor brands’ reach and inspire their communities,” said Taylor Hoekstra, founder of Popfly. “Through Wild Reach, we’re building the infrastructure helping brands and creators connect, collaborate, and produce authentic content in real time, turning those moments into long-term relationships and measurable impact.”

Wild Reach participants will partner with exhibiting brands through curated activations and a structured engagement model designed to encourage hands-on product discovery and in-the-moment storytelling. The result is content rooted in firsthand experience, highlighting performance, innovation, and the human connection to outdoor gear and adventure.

The program has already generated strong interest within the creator community, with applications continuing to grow week over week. Outdoor Retailer will introduce additional creators in the lead-up to the August event, further expanding opportunities for brands to connect with new voices and audiences.

Outdoor Retailer takes place August 19–21, 2026, at the Minneapolis Convention Center.

About Outdoor Retailer

Media Contact:
Chris Goddard, CGPR
chris@cgprpublicrelations.com
(781) 640-8387
or
marybeth@cgprpublicrelations.com

The post Outdoor Retailer Announces First 10 Creators for Wild Reach Initiative first appeared on Outdoor Retailer.

Outdoor Retailer Appoints Matthew Mathiasen as Group Show Director Ahead of Minneapolis Debut

Amy Dufour — Mon, 04 May 2026 20:08:59 +0000

Outdoor Retailer Appoints Matthew Mathiasen as Group Show Director Ahead of Minneapolis Debut

Seasoned events leader brings two decades of experience to guide next phase of growth and industry engagement

MINNEAPOLIS, Minn. — April 30, 2026 — Outdoor Retailer, the leading U.S. business event for the outdoor industry, today named Matthew Mathiasen as group show director, positioning the industry gathering for its next chapter of growth as it prepares for its August 2026 debut in Minneapolis. His appointment is effective immediately.

Mathiasen brings nearly 20 years of experience across large-scale trade events, brand management, and buyer relations. In his new role, he will lead the continued evolution of Outdoor Retailer, with a focus on strengthening industry connections, enhancing the attendee experience, and guiding the show’s transition to a new host city.

Previously, Mathiasen served as a show director for NY NOW within Outdoor Retailer’s parent company, Emerald, where he played a key role in managing large-scale events and cultivating relationships across the retail ecosystem. His background includes senior leadership roles spanning showroom operations and brand environments.

“As I step into this role, my priority is to be accessible, collaborative, and aligned with the needs of the outdoor community,” said Mathiasen. “Outdoor Retailer has long served as a central gathering point for the industry, and I look forward to building on that legacy while shaping what comes next.”

Mathiasen’s appointment comes at a pivotal moment for Outdoor Retailer, as the show incorporates broader strategic evolution alongside its relocation to Minneapolis. The August event will introduce new initiatives and expanded opportunities for connection across brands, retailers, and media.

As part of this next phase, Emerald is launching the “Make It Yours” campaign. The initiative highlights emerging brands and founder-led companies, inviting the outdoor community to help shape the industry through collaboration and shared experiences.

Outdoor Retailer is expanding its Hosted Buyer program to further support independent specialty retailers. Designed to reduce financial barriers, the program provides approved buyers and product developers with travel subsidies, including airfare and hotel accommodations, making it easier to attend and engage onsite.

“Matthew brings a deep understanding of live events and buyer relationships, along with a collaborative leadership style that reflects where the industry is headed,” said Lindsay Hubley, senior vice president of the Sports and Outdoor division at Emerald. “He is uniquely positioned to lead Outdoor Retailer into its next phase.”

Outdoor Retailer takes place August 19–21, 2026, at the Minneapolis Convention Center, bringing together brands, retailers, and industry leaders to connect, discover new products, and shape the future of outdoor recreation.

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About Outdoor Retailer

Media Contact: Chris Goddard, CGPR, chris@cgprpublicrelations.com (781) 640-8387 or marybeth@cgprpublicrelations.com

The post Outdoor Retailer Appoints Matthew Mathiasen as Group Show Director Ahead of Minneapolis Debut first appeared on Outdoor Retailer.

Founder Friday Series: Building Brands from the Ground Up

Joe Wilkinson — Fri, 01 May 2026 19:48:21 +0000

Two Founders, Two Stories Worth Knowing

The outdoor industry runs on passion, and no one embodies that more than the founders building brands from the ground up. This week, we sat down with two of them: Shawn Cox of Tailgate Hats and Rose Schneider of Grasshopper’s Mermaid. Here’s what drives them, what they’re building, and why they’re headed to Outdoor Retailer.

Shawn Cox, Tailgate Hats

When Shawn Cox looked at the outdoor hats market, he saw a lot of mass-produced, uninspired, and generic designs. As someone who loves adventuring he thought that was a missed opportunity. His solution was Tailgate Hats, a brand that uses high-quality graphics and thoughtful messaging to create headwear with a truer connection to the outdoor world. He also decided to treat hats as a hero piece, not just an accessory, by going all in on materials and fit. “At its core, Tailgate Hats is about capturing the spirit of being outside, and turning it into something you can wear every day,” Cox says.

This respect for the outdoor world is also why Cox is looking forward to Outdoor Retailer. He’s excited to connect with retailers, get real feedback, and be around other founders who have a similar brand ethos. “That’s the kind of environment that can push the brand forward,” he says. Continued growth will always be important for Cox, but not without a simultaneous commitment to authenticity. “The ultimate goal is to stay product-driven and build a brand people trust when they think about the outdoors,” he says.

Rose Schneider, Grasshopper’s Mermaid

Both the name and the aesthetic immediately stand out when you visit Grasshopper’s Mermaid’s website. The name comes from taking a leap of faith and exploring the mystery of what it means to start a small brand. The aesthetic is internationally softer and hand-drawn in an effort to stand out from the other more generic designs that have flooded the outdoor market. The company’s hero products are their stickers, all of which are designed to mark important moments, places, hobbies, and passions.

Schneider says she started the company with two designs but there are now thousands. “It’s been a truly special journey,” she says. Because the company is small, Schneider says Grasshopper’s Mermaid is also especially nimble and can easily spin up new designs to meet client needs. “The word ‘No’ is not in our vocabulary,” she jokes. The plan going forward is to continue promoting designs from a wide variety of artists and to expand partnerships with more National and State parks as well as a variety of zoos and aquariums. These collaborations are the goal because “we are proud to share our art and love of adventure with like-minded locations,” Schneider says.

Why These Founders Matter

Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.

The post Founder Friday Series: Building Brands from the Ground Up first appeared on Outdoor Retailer.

Founder Friday Series: Fresh Solutions to Outdoor Essentials

Joe Wilkinson — Fri, 24 Apr 2026 19:32:46 +0000

Bringing Fresh Perspectives to Outdoor Essentials

This week’s Founder Friday introduces two innovators bringing fresh solutions to outdoor essentials. WildBatch, founded by chemist Lacramioara Schulte, reinvents backcountry cleaning with a biodegradable powder soap that’s leak-proof and eco-friendly. Meanwhile, Dave Brissette of On Trail Bars channels his passion for wholesome, delicious snacks into energy-packed bars designed to fuel adventures both big and small.

Lacramioara Schulte, WildBatch

Anyone who’s backpacked or camped with liquid soap knows that soap is notorious for leaking. The bottle tips, the cap pops off, the bag tears, something always happens. Lacramioara Schulte knew this was a problem, especially way out in the backcountry, so she used her training as a chemist to create a biodegradable cleaning powder that stays dry in your pack but becomes an all-purpose cleaner when mixed with water. Put a teaspoon in your hand, pour in a little H2O and you have a grime-eating but residue-free soap that will clean your hands, hair, gear, and dishes.

Unsatisfied with the plastic bottles that house most backcountry soaps, Schulte also decided to package her power in a beautiful bamboo capsule. The backcountry soap industry “was ready for a reinvention,” she says. “We just showed up with the formula.” The fragrance-free scent she makes is great for dishes or anyone who has sensitive skin, while the Liquid Wood scent matches the smell of your campfire jacket. Schulte jokes that her Cashmere Quiet scent is the softest scent and made for when “you’re going back into civilization and need people to like you again.” In five years Schulte says she hopes her audience has continued to grow and that everyone from thru-hikers to hunters to day-trippers at local parks see the value of always having WildBatch on hand.

Dave Brissette, On Trail Bars

Like many of us, Dave Brissette had a favorite bakery order: the cherry bar from a gluten free bakery in Northwest Arkansas. Unfortunately that bakery closed so Brissette decided he would carry the torch forward and develop his own version. Once he nailed the recipe he realized he was onto something and decided to expand his repertoire to include a variety of bars that not only were delicious but could provide useful fuel for anyone adventuring in the backcountry. Today he and his wife run On Trail Bars and offer a variety of flavors including Cherry and Almond Butter, Peanut Butter and Chocolate, and Blueberry and Cashew Butter.

All the bars are made from whole and simple ingredients and taste good whether you’re sitting at a computer in town or 15 miles down a trail with a 50-pound pack. “Every ingredient in our bars has earned its spot, from the ancient grains and fruits, to seeds and nut butters. We don’t compromise when sourcing what goes in them,” Brissette says. The plan from here is to secure nationwide distribution in carefully selected retailers and to continue the company’s commitment to innovative product development. He’s excited to have the brand at Outdoor Retailer to help spread the word, but also to make connections with other small brands he can learn from. “I’m excited to soak-up as much as I can because there is still so much I don’t know,” he says.

Why These Founders Matter

Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.

The post Founder Friday Series: Fresh Solutions to Outdoor Essentials first appeared on Outdoor Retailer.

Outdoor Retailer 2026 Opens Registration, Launches “Make It Yours” Campaign Putting Industry in the Driver’s Seat

Amy Dufour — Tue, 21 Apr 2026 20:19:10 +0000

“Make It Yours” campaign invites outdoor industry to shape the future of Outdoor Retailer through participation, collaboration, feedback and shared experiences

MINNEAPOLIS, Minn. (April 21, 2026) — Outdoor Retailer, the platform for connection, learning, and outdoor innovation, officially opened registration for its 2026 show, August 19–21 at the Minneapolis Convention Center. Marking a new era for the industry gathering, this year’s event is anchored by an expanded Hosted Buyer program, a reimagined format, and the launch of the “Make It Yours” campaign, focused on connection, education, and discovery of new products. Register here.

“Outdoor Retailer is evolving into a deeply collaborative platform, meeting stakeholders where they are and reflecting the industry’s future and its changing consumer,” said Lindsay Hubley, senior vice president, sports and outdoor division for Emerald, Outdoor Retailer’s parent company. “That means opening the door to new voices, new communities, and new ways for brands and retailers to connect in more meaningful, relevant ways.”

Make It Yours Campaign
With its move to Minneapolis, Outdoor Retailer enters its next phase, focused on emerging brands, founder-led companies, and partnerships across the outdoor ecosystem fueling the future of the outdoor industry. The “Make It Yours” campaign reflects this evolution, inviting the outdoor community to help drive the future of the industry through collaboration, new ideas, and shared experiences.

Expanded Hosted Buyer Program
Designed to support independent specialty retailers, this enhanced initiative helps reduce financial barriers to attendance. Approved buyers and product developers may receive travel support, including airfare and hotel accommodations, enabling them to focus on building relationships and sourcing new products on the show floor.

Qualified retailers can apply for the program here:
https://outdoorretailer.com/attend/or-hosted-buyer-program/

Platform Updates for 2026
A key element of this year’s event is the Wild Reach initiative bringing 150 creators on-site to produce live content and engage with exhibitors and attendees. A show floor layout features a mix of established brands and newer entrants.

In addition, the show includes Urban Outdoor Experiences, bringing outdoor activities into an urban setting at Theodore Wirth Regional Park, a 740-acre park just west of downtown.

Taking place daily from 7:00 to 10:00 a.m. on August 20–21, attendees are invited to personalize their mornings with guided activities around Minneapolis. Organized through the Outdoor Retailer show app, these experiences provide access to outdoor spaces minutes from the Minneapolis Convention Center.

Industry Day and the Retail Playbook Lab
Outdoor Retailer will kick off the week with “Outdoor Next: Ideas That Move Us Forward,” its 2026 Industry Day program on August 19 at the Minneapolis Convention Center. Designed as a forum for conversation and shared problem-solving, the half-day event convenes retailers, brands, media, and industry leaders for panels exploring forces shaping the outdoor sector, from shifting consumer behavior and economic pressures to emerging technologies and the evolving role of specialty retail.

Earlier that day, the Retail Playbook Lab provides a hands-on complement focused on practical strategies retailers can apply immediately. Designed as a working session, the lab bridges insight and execution, equipping attendees with tools to navigate today’s retail landscape.

About Outdoor Retailer
Outdoor Retailer is where the outdoor industry comes together to support the business of the outdoors. Designed in collaboration with brands, retailers, and industry leaders, the event creates space for connection, practical education, and the discovery of products shaping the future of outdoor recreation.

Outdoor Retailer is where the industry gathers to connect and collaborate on what comes next; #MakeItYours. Learn more at outdoorretailer.com.

Media Contact
Chris Goddard, CGPR
chris@cgprpublicrelations.com
(781) 640-8387
marybeth@cgprpublicrelations.com

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