Episodes

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152: Steve Matous, National Interscholastic Cycling Association (NICA)

Steve Matous, the president of National Interscholastic Cycling Association (NICA), shares how NICA immediately reached out to partners and sponsors at the start of the COVID-19 outbreak to ensure they could still operate and continue to serve the cycling community, their initiatives to invite newcomers to the sport, the...

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151: Cassie Abel, Women Led Wednesday

Wild Rye founder, discusses the purpose behind Women-Led Wednesday, a day for consumers to support women-led businesses on Nov 25th.

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150: Ashley Korenblat, Outerbike

Founder Ashley Korenblat, discusses 'Your Friend in the Bike Business' - an interactive tool to help cyclists choose the right bike for them.

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149: nancy guinn, dog krazy

Nancy Guinn, owner of Dog Krazy, a specialty retail pet store, discusses the pet industry, consumer trends amid COVID-19 & more.

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148: Aaron Foley, Director of the Black Media Initiative at the Newmark Graduate School of Journalism, CUNY

Aaron Foley: Director of Black Media Initiative at Newmark Graduate School (CUNY) talks with Kristin about his new role & initiatives. Including, increasing Potential for BIPOC Community Media

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147: 2020 Holiday Summit, 3-part interview with David Howell, Ryan Riggs and Kelly Ramirez

““I can guarantee you whoever’s listening today, if you have your number one competitor, they’re banking on your failure. They’re banking on you having holes in that channel or that consumer confidence issue so they can pick up that slack, right? …It just means that if there’s a void,...

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146: The Inside Line on the Launch & Experience of the Multi-Channel Marketing Academy

Kristin Carpenter joins Rick Saez on The Outdoor Biz Podcast to talk about her experience launching the Multi-Channel Marketing Academy.

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145: Chris Young + Andy Inman, Springs Wealth Group

Springs Wealth Group partners Chris Young + Andy Inman discuss Corporate Social Responsibility, Personal & Business Financial Planning amid COVID-19 & more.

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144: Roy Steves, Statbid

Roy Steves, co-founder of Statbid, discusses a new approach to paid search, what's working for online discovery & the 2020 Holiday sales season.

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143: Chris Steinkamp, Principal and founder, Baselayer Group

Principal and founder of Baselayer Group and a founding member of POW, Chris Steinkamp talks CSR & Consumer Behavior with Kristin Carpenter.

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142: Outdoor Retailer Replay, Doug Schnitzspahn

This Channel Mastery episode originally aired as a live webcast produced by Outdoor Retailer in late June 2020. The webcast, The Weekly Chat, is an extension of The Weekly, a digital magazine for Outdoor Retailer. It launched in the face of the pandemic and economic shutdown and was very...

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141: Ryan Eittreim, Sales Director of Consumer Products, Wintersteiger

“…And I think we see the same thing with retail. We’re going to see a more customized service based solution in the shops. One staff member with one buyer, one customer and taking them through the stores. So you’re going to see a more personalized experience all the way...

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140: David Howell, Managing Partner and founder, Howell & Associates

If you’re wondering how COVID-19 impacted the Amazon marketplace, or how shifts in Consumer Trends will impact 2020 Holiday selling, you’ll want to tune in to this show.

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139: matt heitmann, chief marketing officer at pro’s closet

Pro's Closet CMO, Matt Heitmann, discusses the cycling industry boom during COVID-19, increased demand & other 2020 trends they're capitalizing on.

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138: Kelly Ramirez, founder and Chief Growth Officer, Prismatic

Prismatic founder & Chief Growth Officer, Kelly Ramirez, discusses how to use tech to enhance your human, specialty connection with your consumer

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137: Ryan Atkinson, SmartEtailing & Ben Barenholtz, Quivers

Quivers VP of Lead Gen., Ben Barenholtz & SmartEtialing President + Co-Owner, Ryan Atkinson, discuss massive shifts in consumer trends since COVID-19.

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136: jennifer tetrick, decathlon

Jennifer Tetrick, Director of PR at Decathlon, discusses they've learned from its European store operations and what beta will be brought to the U.S..

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135: garrett finney, ceo & founder of taxa outdoors

Taxa Outdoors founder, Garrett Finney, talks creating adventure-ready habitat rigs, sales and community growth through the COVID-19 pandemic and much more.

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134: kristin carpenter, announcing the launch of multi-channel marketing academy

An online digital marketing course brought to you by Channel Mastery podcast host and Verde Brand Communications CEO and Founder, Kristin Carpenter.

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133: jason duncan, outdoor research, a herculean pivot: the outdoor research journey to fda-compliant ppe

I sit down with Jason Duncan, who leads Tactical, CSR and the U.S. manufacturing operations at Outdoor Research. What you’re about to hear is a story of an incredible company culture, a level of human resilience in employees of all ages and focuses at the brand, and the incredibly...

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132: lyndi bell, chaco & alex adema, dps skis pivot to produce, source and donate ppe, follow up to oia and sia webinar, part 2

OIA + SIA Webinar, Follow up Part 2: Chaco's, Lyndi Bell and Alex Adema of DPS Skis talk pivoting to produce, source and donate PPE amid COVID-19.

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131: sarah wood and amy allison pivot to produce, source and donate PPE, follow up to OIA and SIA webinar, part 1

SupplyConnector co-founder, Sarah Wood & North Carolina Director of Outdoor Rec, Amy Allison, talk broadening the reach of manufacturers to help produce PPE

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130: kristin carpenter, consumer psychology through the coronavirus crisis and beyond, part 2

This episode is Part II of a series on Consumer Psychology through the Coronavirus crisis and beyond. In this episode, I dive into the most recent Edelman Survey published March 30, 2020 about how consumers are trusting brands today.

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129: jayson o’mahoney, gravel cyclist

My friend Jayson O’Mahoney, founder and publisher of Gravel Cyclist, joins me for his first podcast interview ever. We address his approach to reviews, as well as his channel strategy to continue to grow the stoke and engagement of his audience.

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128: kristin carpenter, consumer psychology through the coronavirus crisis and beyond, part 1

In this episode, I’m laying the groundwork for our forthcoming work around this, Channel Masters. Yes, today we take our first swing at how a ‘typical’ consumer recession mindset could look like when paired with a global pandemic.

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127: steve kennedy, gearheads outdoor store

How Gearheads Outdoor Store owner, Steve Kennedy, started this Moab staple, offering gear and free filtered water and winning SNEWS CoolShop award.

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126: kristin carpenter, taking steps forward in this paradigm shift

Another installment of the series for effectively communicating as a specialty business during the Coronavirus crisis. This broadcast focuses on taking steps forward and the paradigm shift that is happening right now as we continue to learn how to navigate through these difficult times.

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*special episode* proactive communications through a fast-moving crisis-more best practices for specialty brands

Kristin dives deeper into communicating with your audience during a fast-moving crisis. Focusing specifcally on Coronavirus (COVID-19).

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*Special Episode*: crisis communication for your business during the COVID-19 outbreak

Kristin and the Verde team provide a framework for helping specialty brands communicate successfully during the Coronavirus (COVID-19) crisis.

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123: Aimee Ross, Director of Bike Bentonville

Director of Bike Betonville, Aimee Ross, discusses their relationship with Visit Betonville, economic growth and creating an inclusive cycling environment.

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122: Tyler Benedict, Bike Rumor

BikeRumor.com founder, Tyler Benedict, provides insight on spreading content across multiple channels and navigating today's media landscape.

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121: Jerod Foster, Associate Professor of Practice, Texas Tech

Jerod Foster is an Associate Professor of Practice in the Department of Journalism and Creative Media Industries at Texas Tech University. He’s also an editorial commercial photographer focusing on outdoor and conservation.

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120: Kristin Carpenter, CEO of Verde Brand Communications and Channel Mastery Host

In this show, we’re going to deep dive on three things you need to know for 2020 when it comes to successfully serving today’s connected shopper.

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119: rick saez, founder & host of the outdoor biz podcast

“I think podcasting is going to be one of the ways that we talk to consumers here in 2020 and beyond.” – Rick Saez EPISODE PREVIEW: My guest today, Rick Saez, is host of The Outdoor Biz Podcast, and the author of a new book entitled, Trails to the...

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118: jennifer kriske, machines for freedom

Machines for Freedom Founder, Jennifer Kriske is my guest today on this episode of the Channel Mastery podcast. Jennifer and I discuss the why behind founding the brand, how she was able to build the loyal following, apparel in independent bike shops and the relationship between Specialized and Machines...

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117: The Big Gear Show, Sutton Bacon and Darren Bush

In this episode, you’ll get to hear straight from The Big Gear Show founders why they believe so much in this audacious launch, why they’ve brought together outdoor and bike, why they’ve hired on two past trade show directors in bike and outdoor to lead the charge, and their...

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116: kiri masters, founder of bobsled marketing and the marketplace institute

The Marketplace Institute and Bobsled Marketing Founder, Kiri Masters shares her expertise and tips on navigating Amazon's Marketplace for specialty brands.

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115: mike massey, founder and president & teddy schiavoni, vp business development at locally

In today’s show, Locally duo Mike and Teddy bring us their insights on where today’s consumer is on the ever-evolving ‘decision journey.’ They also share insights that make the trends we’re seeing in retail and marketplace evolution highly relevant to our specialty businesses.

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114: james niehues, the man behind the maps + todd bennett and ben farrow of open road ski company

You’re about to meet the artist and team behind Open Road Ski Company and Man Behind the Maps. James Niehues is The Man Behind the Maps. He’s defined on-snow resorts through his illustrated maps and is the point of terrain reference for countless skiers and riders.

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113: chris guillemet, ceo, velofix, the future of bringing the bike shop to the consumer

Velofix CEO, Chris Guillemet and I discuss this evolution in the context of the future of the mobile bike shop. Where the channel is headed in the near future is not what you might expect.

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112: tapping into the vehicle-supported adventure community with frank ledwell of OutdoorX4

We ALL access adventure with our vehicles, or have at some point. But for some reason, the communities are separate. I see that changing, as does Frank, and that’s what we explore in this episode. What’s more, you’ll get to discover the best channels to genuinely tap into the...

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111: annelise loevlie, ceo of icelantic skis, on activating + growing community through brand experiences

I am joined by Annelise Loevlie, CEO of Icelantic Skis to discuss how Icelantic leverages a continually refreshed channel strategy in today's ever-changing market.

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110: four things specialty brands must do in the run up to black friday, cyber monday & the 2019 holiday shopping season

Peter Kearns of 180Commerce slips us a cheat sheet of sorts, with the top four areas of focus every specialty brand leader must care take before, during and after the make-or-break business window that is the Holidays.

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109: how women leaders are impacting the next era of gravel cycling

I speak with Kristi Mohn and Gabbi Adams, two of the women leading the charge in expanding and developing Gravel Racing across America and the launch of their newest event - the Big Sugar gravel race in Betonville, Arkansas.

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108: a tribute to ed zink – the shaping and evolution of mountain bike racing and events

A co-produced BRAIN tribute episode to Ed Zink. A founder of Durango’s iconic road race, the Iron Horse Bicycle Classic. Ed also was the visionary behind Durango’s hosting of the 1990 World Mountain Bike Championships. Many would say with confidence that Ed Zink put Durango on the global “map”...

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episode 107: embracing the opportunity of click and collect for holiday and more with ryan atkinson

After a wide reaching webinar with the National Bicycle Dealers Association (NBDA), Ryan Atkinson talks to us about the importance of evolving when it comes to how consumers purchase not only bicycles, but other products as well.

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*SIA co-produced* episode 106: how one millennial snowsports entrepreneur is crushing multi-channel strategies while breaking industry molds, building community + bringing awareness to social issues

Jen Gurecki joins me on this episode and after sharing the mic with her, I have to say, she just embodies the word entrepreneur. She is Co-founder and CEO of Coalition Snow, a women’s-specific ski hardgoods company, Editor-in-Chief of Sisu Magazine, and as of Oct. 14, 2019, a specialty...

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*expert spotlight* episode 105: amazon expert larry pluimer connects recent amazon updates to specialty businesses just in time for holiday

Kristin and Larry spend this *Expert Spotlight* episode discussing the Patagonia lawsuit that made headlines in September, the environmental efforts and changes Amazon has committed to over the next 20 years and the updates to Amazon going into effect for Holiday, 2019.

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104: Wes Allen, founder of Argot Agency, principal of Sunlight Sports

Industry speaker and adventure retail expert Wes Allen, and I discuss how today’s consumer preferences and expectations are affecting the foundation of retail math.

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episode 103: Nate Pearson, TrainerRoad

Today we dive into the world of software as a service (SaaS) with the co-founder of one of my personal favorite apps and podcasts: TrainerRoad.

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episode 102: Kristen Carpenter, Verde Brand Communications *solocast*

The marketing director in both legacy and direct-first brands do not have an easy path today.In this show, you’ll learn about the challenges and how to actually use them as a leadership team to get closer to your target end consumer on the channels of their preference.

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episode 101: Mark Satkiewicz, SBT GRVL

Today I am stoked to speak with Mark Satkieweicz, co-founder of SBT GRVL. We talk about what made this event so exceptional right out of the gate, and the questions every event director and promoter should ask to ensure success.

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episode 100: Kimo Seymour, Life Time Fitness

This week I welcome Kimo Seymour, Senior Vice President of Operations for the Athletic Events Division at Life Time. Kimo oversees Life Time events including the Leadville race series.

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episode 99: Richard Kestenbaum, Triangle Capital

Today we walk through today's investment landscape with Richard Kestenbaum. A mergers and acquisitions mogul, Kestenbaum dives into the evolution on retail and private equity's impact on the current state of the real estate market.

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episode 98: Steve Matous, NICA

Through the National Interscholastic Cycling Association (NICA), Steve Matous and his team are not only introducing mountain biking to tens of thousands of teenagers, they’re also developing lifelong cyclists and outdoor enthusiasts.

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episode 97: Mark Falcone, Continuum

On this episode we’re diving into the absolute foundation of brick and mortar: the real estate. Today I speak with Mark Falcone, a retail real estate development expert, to hear what’s working today.

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episode 96: Bob Rogers, Lance Camper

Bob is enthusiastically – and boldly – setting up a 54-year-old legacy brand for discovery, engagement and conversion. He’s committed to not only evolving the brand and how it reaches and engages people today, he’s committed to doing so for the next two generations of outdoor enthusiasts.

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episode 95: Akvile Defazio & Larry Pluimer

A NOT TO BE MISSED episode that delivers a dual short cut on two of the most important channels we work with as specialty brands – social media and online marketplaces (okay, THE online marketplace, Amazon).

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episode 94: Kimberly Grogran and the growth of a specialty gear store, part one

An independent, specialty endurance-sports store in Clermont, Florida, is expanding from 400 square feet to 2,000 square feet. As any specialty retailer knows, this is not a decision that’s made lightly. In a two-part series, I’ll be interviewing Kimberly Grogan, co-owner of Dash-Sports, to document the expansion. In this...

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episode 93: Nick Martin, The Pro’s Closet

Used gear is huge right now. Nick Martin understands this because he was one of the pioneers in the used sector. As founder and CEO of The Pro’s Closet (TPC), he studied eBay to learn consumer behaviors around re-sale gear. To say he learned well is an understatement.

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episode 92: Bob Wheeler, Airstream

How many brands from the 1930s are you looking to for social media and content marketing leadership? Airstream is a legacy, consumer-centric brand – a description many would consider to be an oxymoron. In testament to both the quality of workmanship and the devotion of Airstream owners, 75-80 percent...

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episode 91: Jonathan Ellsworth, Blister

Jonathan is founder and CEO of Blister, the online gear review site whose mission is to offer the most in-depth and honest review possible. Blister is fanatical about gear and the activities our gear allows us to do. This passion has been recognized (and rewarded) by a global audience...

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episode 90: Dana Caraway, Caraway & Co.

For decades, the glue that held the outdoor and specialty markets together to was the sales reps. Independent or in-house, sales representatives were the first point of contact, the primary relationship, and the most prominent link between brands and retailers. Here’s the thing: they still are.

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episode 89: Mark Schaefer, Grow

The customer is the marketer today. We all know it, right? Compare how much time you spend reading reviews or checking social feeds versus the amount of time you spend reading ads, watching ads, listening to ads on the radio. There’s no comparison, especially today with the access we...

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episode 88: Blair Clark, Canyon Bicycles

Today I speak with Blair Clark, president of Canyon Bicycles USA. We talk about the challenges of DTC online bike sales, and importantly, the solutions to those friction points. We discuss the importance of doing what you can, when you can for your consumers, then working endlessly to protect...

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episode 87: Christian Schauf, Uncharted Supply Co.

Today I talk talk with founder Christian Schauf about how Uncharted launched with the ultimate expression of consumer connectedness: crowdsourcing. This digitally-native brand is now taking the leap into the wholesale channel. We’ll discuss how content, the right team, a lot of hustle, and an unending drive to connect...

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episode 86: special episode – Ashley Korenblat, Western Spirit, Outerbike, and Public Lands Solutions

’m joined by Ashley Korenblat, the founder of OuterBike (and a host of other VERY impressive titles). The first OuterBike was a relatively radical idea: Instead of giving consumers the opportunity to demo a bike in a few circles around the parking lot, bring the bikes to iconic trails...

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Episode 85: *Special Episode* Pete Buhl, Beeline Bikes

“At the end of the day, it’s got to be a great solution for the consumer, a great solution for the brand, and a great solution for the dealer.  – Pete Buhl, president and co-founder of Beeline Bikes To listen to all episodes in this series, click here.  EPISODE...

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Episode 84: *Special Episode* Shifting Channels in the Specialty Bicycle Market

we think that the engagement is the most important part today to engage, and to talk to our customers, and to actually do the dialog, and to have the face-to-face, as you’re saying, the hand-to-hand. That’s what we’re doing right now, and that’s the most important part.” – Sophie...

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Episode 83: *Special Episode* Shifting Channels in the Specialty Bicycle Market

“ I think it’s absolutely the future is going to be stronger and stronger, pick up in store, click and collect. And we think it’s just another way people want to buy. You just have to provide how people want to buy, anyway they want to buy. – Pete...

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Episode 82:*Special Episode* Shifting Channels in the Specialty Bicycle Market

“If our product is innovative and modern and rider-first, we decided we wanted a launch that was the same way.” – Kate Powlison To listen to all episodes in this series, click here.  EPISODE PREVIEW: Part 2: The Product Launch That Shook Up the Industry Today’s show is the...

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Episode 81: *special episode* shifting channels in the specialty bicycle market

In today’s show with Ryan, you’ll learn that many independent bike dealers and bike manufacturers are still timid about committing to ecommerce as a channel – for lots of reasons. As we’ve reported in on before on Channel Mastery, you’ll hear once again from this expert that specialty businesses...

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Episode 80: Consolidation, Climate and Boomers: Facing the Future of Snowsports with Nick Sargent

People come to Nick Sargent with a lot of problems. It’s his job to find solutions. But when you’re the president of the snowsports manufacturing trade organization (SIA), run of the mill answers won’t “fix” the complex problems facing the industry, like climate change, production cycles, and baby boomers...

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Episode 79: How Beacon Technology and Connected Buildings Can Improve Customer Service with Greg Carter

The technology we talk about in today’s episode seems super futuristic. But in reality, it’s happening NOW. With my guest, Greg Carter, Channel Mastery this week is devoted to bringing online data capture technology into the physical space of brick and mortar retail. We cover connected buildings, beacon technology...

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Episode 78: How Specialty Can Own the Shopping Experience with Teddy Schiavoni

Teddy Schiavoni is a multi-hyphenate in the snowsports world. He’s a co-owner of Summit Ski and Snowboard Shop, and the president and founder of Slope Style Life, a consulting firm. He is currently chairman of the Retail Advisory Board for the Snowsports Industries of America (SIA)

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77: Build & Leverage Community around an Event Experience with Amy Charity of SBT GRVL

Amy Charity has over 15 years in her corporate career and three years racing as a professional cyclist, and I feel she’s one of the only women who can offer her take on the unique and entertaining perspectives of working in corporate America and then suddenly signing off and...

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76: Cause and Effect Channel Management With Bill Johannesen

Bill Johannesen is the founder of Vision Werks Consulting and lifelong, specialty consumer analyst. He is an expert with MAP/UP retail price maintenance execution, Internet and channel management, and retail partnerships and new sales roles. Vision Werks uses data and market intelligence to generate customized, predictable revenue growth and...

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75: Bicycle Retailer and Industry News, Interbike, and the Disintegrating Lines Between Trade and Consumer Audiences

Steve Frothingham is my guest today. He is the editor in chief of BRAIN, which was recently purchased by the publishers of VeloNews. We talk about the future of trade shows and trade media.

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74: *SPECIAL EDITION* #2: How Brands and Specialty Retailers Can Outplay Amazon at It’s Own Game…Really

Peter Kearns is my guest on this episode and also a panelist at the SIA/ORWM 2019 panel I’m moderating on “Managing the Digital Divide.” He’s been in e-commerce for a decade, both in and out of Amazon. If you’ll be at the show on January 29, please listen to...

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73: *SPECIAL EDITION* Bridging the Digital Divide, 2019

Paul and I discuss Sezzle as a new payment option for specialty brands intended to ease the friction of “buy now” and minimize levels of cart abandonment. Sezzle is purportedly a tool that could close the digital divide that we, as specialty businesses, are facing with today’s Amazon-trained consumer.

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72: Panel Preview: How Specialty Brands and Retailers can Close the Digital Divide

Today’s episode of the Channel Mastery podcast is a solocast – short and sweet. It’s a preview of a panel I’m leading at the Snowsports Industries of America and Outdoor Retailer trade shows, taking place at the end of Jan., 2019.

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71: Tribalism and Omnichannel Brand Development with Stephan Drake, DPS Skis

Today’s episode is a short and sweet masters’ class in agility, tenacity and the power of passion behind a strategy. I speak with Stephan Drake, the founder and CEO of DPS Skis. We discuss the challenges and wins of putting the end consumer first for product, multichannel distribution and content.

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70: Influencer Marketing Forecast for 2019, with Chris Dickerson

Chris Dickerson is Verde’s Integrated Services Director, and in today’s episode, he offers a transparent insight into influencer marketing.

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69: Deconstructing Today’s Paradigm Shift in Business with Margo Aaron

This is a downright motivating episode, and there’s nothing soft about it. It’s about getting results. If you’ve ever had the slightest sense of overwhelm about being remarkable to your omnichannel consumer, this episode is for you.

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68: Retail as Media with Anne Mezzenga

Today I welcome Anne Mezzenga to the Channel Mastery podcast. She is a retail savant, incisive analyst, and all-around brilliant businesswoman.

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67: Arleigh Greenwald, Founder of Bike Shop Girl and owner of Family Cyclery and Shift Up Strategies

In today’s episode, we talk about why the time was right to open a shop and how she’s ignoring the traditional tactics to be more nimble, more welcoming, more experimental and genuinely community oriented.

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66: How Amazon 3P Sellers are Disrupting Specialty Retailers & Brands, Part 2 of 2

Product offered as “Prime” on Amazon have a 250 percent higher conversion rate than those not listed as Prime. If a higher point of conversion exists in any capacity in any channel, I haven’t found it yet.

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65: How Amazon 3P Sellers are Disrupting Specialty Retailers & Brands, Part 1

Today’s show is the first in a two-part series on the Channel Mastery podcast, presented by Verde Brand Communications, where we explore the impact Amazon third-party (3P) sellers have on the business of outdoor specialty retailers and brands. Thank you to Snewsnet.com, the sponsor of this special two-part series...

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64: Leveling the Tech and Data Playing Field for Independent Retailers

Today’s show is all about leveling the playing field for retailers. Every day there’s something new to add to your to-do list…and that’s on top of the full-time (+) job you already have. I keep hearing from retailers that you need “plug and play” tools. You don’t need to...

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63: How Mission, Vision, Values Can Move a Brand Closer to Its Customers, with Chris Sword

A lot of brands will set aside an afternoon to bust out a mission, vision, values (MVV) exercise. PEARL iZUMi took 10 months. That’s not a typo. Ten months! When Chris Sword came in as new president of the company in early 2017, he brought everyone who worked there...

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62: The New Retail Concept in Action

People are doing a lot of talking about what the “new” retail experience is going to be. Ashley and Jeremy Dakan are building it. As owners of a 43-year old specialty retail institution in my hometown of Durango, Colorado, the Dakans are adding a second store to their portfolio....

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61: Using Clicks-to-Bricks Opportunities to Build Customer Relationships

This episode is part pep talk and 100% prep work. In this solocast, I provide tools and ideas that will not only get retailers dialed in for a kickass Q4, but will also transcend holiday in order to build long-term customer loyalty and conversion.

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60: Top Five Trends That Will Shape Retail in 2019, with Chris Walton

There is SO much in this episode, my head is still reeling. Luckily, it’s reeling with ideas. And I think yours will be, too, after listening to Chris Walton’s take on the top five trends that will shape retail in 2019.

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59: Brand and Retailer Collaboration is Key When it Comes to Marketing Success, with Ben Carcio

Ben Carcio grew up working in his parents’ package store (or liquor store, for those us not from the Northeast). What did he realize – beyond, of course, the fringe benefits of cheap beer for his college buddies? Brands, sales reps, retailers: We’re all in this together.

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58c: Why is Amazon OK for Outdoor Markets But Walmart is Not? Part Three, with Mike Massey

The conversations in this 3-part episode ask the fundamental question: Why is the Amazon marketplace OK for the outdoor markets, but Walmart’s marketplace is not? John, Mike and Carter provide nuanced and informed opinions that may surprise you. Enjoy!

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58b: Why is Amazon OK for Outdoor Markets But Walmart is Not? Part Two, with Carter Jensen


The conversations in this 3-part episode ask the fundamental question: Why is the Amazon marketplace OK for the outdoor markets, but Walmart’s marketplace is not? John, Mike and Carter provide nuanced and informed opinions that may surprise you. Enjoy!

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58a: Why is Amazon OK for Outdoor Markets But Walmart is Not? Part One, with John McCoy

The conversations in this 3-part episode ask the fundamental question: Why is the Amazon marketplace OK for the outdoor markets, but Walmart’s marketplace is not? John, Mike and Carter provide nuanced and informed opinions that may surprise you. Enjoy!

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58: Why Is Amazon OK for Outdoor Markets When Walmart is Not?

The conversations in this 3-part episode ask the fundamental question: Why is the Amazon marketplace OK for the outdoor markets, but Walmart’s marketplace is not? John, Mike and Carter provide nuanced and informed opinions that may surprise you. Enjoy!

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57: Creating Unique and Exceptional Customer Experiences with a Digital Boost

Today’s episode will share with you what’s working today for the best consumer-centric brands as they work to create brand experiences that are both memorable and shareable across multiple channels.

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56: The Impact of the Moosejaw/Walmart.com Announcement – Take 1

Today, I talk with Wes Allen and we dissect the recent move by Walmart to curate a premium outdoor destination through Moosejaw.com. Are they increasing opportunity and inclusivity for outdoor enthusiasts or leveraging the outdoor industry’s vulnerability around expanding its audience for its own strategic end. Tune in!

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55: My Own Consumer Journey Through a Long Lead Funnel

In today’s episode, I share the story of my own consumer decision journey through signing up for one of the toughest endurance mountain bike events out there, the Leadville 100 MTB.

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54: Achieving the Right Balance for Your Brand with Dan Nordstrom

Only a skier and mountaineer could bring this amount of chill to the charged world of e-commerce. Dan Nordstrom, previously of ski bumming, Nordstrom.com, and Outdoor Research and currently of Roundhouse Collective, is my guest today. He rarely gives interviews – let alone live interviews to a packed house...

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53: How Brands and Retailers Work Together for a Healthy Industry with Rich Hill

Today I talk with Rich Hill about brand/retailer relationships, what a healthy outdoor industry looks like and how understanding transactional value can help determine strategy for distribution and sales channels.

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52: Outside Magazine Just Dropped an Amazon-sized Bomb and I Interview the Executive Editor Michael Roberts

The August issue of Outside Magazine dropped yesterday. In it, writer Mya Frazier and executive editor Michael Roberts investigate how Amazon is changing the outdoor market. Today, I interview Michael Roberts about the process, what was learned, and how only fools will predict what’s going to happen.

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51: What’s in Store for Wintersports 2018-19 with Teddy Schiavoni

In this week’s show, I interview our “wintersports correspondent,” Teddy Schiavoni. Full disclosure: He had no idea he had an official title at Channel Mastery! But he’s earned it (and so much more) with his amazing insight and insider knowledge of snowsports, retail and the evolution of both industries.

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50: What the Big Acronym (REI) is Up To, with Wes Allen

Wes and his team brought home the coveted Retailer of the Year award from Grassroots. In this episode, he shares the top takeaways from the Grassroots Connect buying show, which took place in Knoxville, Tenn., June 14-17, 2018.

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49: Everyman’s Guide to Hacking Amazon with Larry Pluimer of Indigitous.com

As today’s guest, Larry Pluimer, says, “If you don’t have an Amazon strategy, you don’t have a brand strategy.” In today’s episode, Larry explains how Amazon approaches search and advertising, and what brands need to know.

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48. The Growth and Economic Impact of Outdoor Recreation

Frank Hugelmeyer is leading the RV Industry Association. On top of guiding this BOOMING industry, he’s also encouraging all factions of the outdoor rec economy to unify in one voice as part of the Outdoor Recreation Roundtable. His is a big picture vision that takes all the details into...

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47: At Loge Camps, the Destination is all About the Community

Johannes Ariens’ enthusiasm is infectious. As the co-founder of LOGE Co., he is jumping into nearly every hard-as-you-know-what category: retail, hospitality, lodging and mid-range brands. Yet he and his team are cleaning up in every way. Why? Because they know their customer.

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46: How Community Drives Business in Overland, with Tom and Matt Henwood of Main Line Overland

I just got back from the Overland Expo West and was bowled over by the enthusiasm, the products and some of the most brilliant customer-centric market and experiences I’ve seen anywhere. Contributing to that brilliance are my guests on today’s episode, Matt and Tom Henwood of Main Line Overland.

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45: On the Sharp End of Retail with Erik’s Bikes Founder Erik Saltvold

Today I talk with Erik Saltvold about the state of the bike industry, the rise of e-bikes, the curious catch-22 of bike share programs, and how cycling literally saved a town.

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44: The Art of Channel Reinvention with Sarah Lockwood of College Outside

On today’s episode, I speak with Sarah Lockwood, the founder and CEO of College Outside. She has revolutionized the gear/outdoor rec program relationship. Her organization works with colleges and outdoor brands to get the schools the gear they need, and to help brands connect with this crucial age group.

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43: Testing and Learning in Retail with Wes Allen

Would you believe the news in the outdoor markets is coming at us almost as fast as the national political news? On today’s episode, my good friend and outdoor retailer extraordinaire, Wes Allen, is here to bounce around takes on the latest three HUGE stories in the outdoor markets.

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42: Your Consumers Are Telling You What They Want. Are you Listening? With Paul Kirwin

Meet Paul Kirwin. His company, Channel Signal, collects, aggregates and analyzes reviews to help brands more quickly and more efficiently deliver for their end consumer. Customers are sharing what they want, when they want it, and how they want it to be sold to them. Let’s start to listen…

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41: The Power of Commerce-Enabled Social Media with Carter Jensen

Today’s show with Carter Jensen is all about shoppable social commerce, a powerful, contained experience that leads a person from discovery, to engagement, to sharing, to the sales conversion – all on a single social media platform.

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40: Meet the Bike Consumer Where They are Today, with Larry Pizzi

If you follow the bike industry, you’re well aware that not much good news has been pouring in lately. Today on the show, I talk to longtime industry leader (and longtime good friend), Larry Pizzi, about how Accell North America (ANA) is making strides to change that depressing news...

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39: The Key to Consumer Centricity Today? Your Brand

I was honored to research and present a panel for this year’s Thin Air Innovation Festival in Park City, focusing on providing solutions and what’s working today for business leaders intent on developing a consumer-centric company. My panelists and I explored challenges and solutions to creating a brand with...

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38: Meet your New CEO: The Consumer

In today’s episode, I close out Season 2 of Channel Mastery with a mindset reset – for motivation, for perspective and for the teams we work so hard for day after day.

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37: Serving Today’s Connected Consumer with Nick Kolobutin, Shipearly.com

My guest today, Nick Kolobutin of ShipEarly.com, is reshaping the discussion around how manufacturers and retailers work together. The ShipEarly.com platform allows customers to research brands globally and buy the products locally, all while providing a mountain of data.

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36: How to Capture Data and Use it to Catalyze your Business with Laura Hazlett of Ascent360

Ascent360 works in many industries, but its heart and soul are smack dab in the outdoor industries. So Laura walks us through how we can use the conglomerated numbers of the whole industry and how we can capture, analyze, and AMEND our individual data points to work for our...

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35: Rob Little: Learning the Subscription Business Secret Sauce

Cairn is far more than a subscription service. Let’s consider the fact that anyone who signs up to join Cairn as a subscriber feels pumped to provide pages of information outlining their preferences. And the Cairn experience gets more personalized and better with every box it sends.

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34: Stephen Waddington: Engagement through Brand Communications

In today’s show, Stephen outlines how his predictions around social media and newer technologies will affect your strategies and implementation. And importantly, he shares how he counsels his own clients to act and react to the seemingly endless parade of changes the big social outlets roll out.

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33: Dan Nordstrom: A 25-year Ecomm Veteran on What’s Working Today for Multichannel Businesses

Dan Nordstrom is about to break down the macro and the micro of the retail environment through the lens of passion brands. It’s so full with insight and forecasts you’re going to want to listen…twice. I mean, seriously!

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32: Steve Dennis: Reinventing Retail in the Age of Amazon

Today’s episode is all about how channel-centered organizations set up for struggle while customer-focused organizations are designed to thrive.

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31: Tom Barney: Diving in to Direct-First from a Storied Career in Wholesale

This episode explores the differences between wholesale and DTC business models. Tom is unabashed and honest in admitting what has been a pleasure and what has been a challenge in learning the DTC ropes and turning a great idea into a consumer-centric, profitable enterprise.

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30: Wes Allen: “The Brutal Truths” about the State of the Retail Ecosystem 2018

The theme of today, friends, is “getting comfortable with being uncomfortable.” That’s right. Fresh off the OR and SIA trade show, the conversation is split equally between discussions that were spoken and equally important discussions that went unspoken. Buckle up, because this episode heads full-speed into the turns!

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29: REI’s Ben Johns on Leading through the Changes at Retail

Ben gives us a peek behind the curtain of one our greatest models for success. He walks us through how REI continually integrates entrepreneurial leadership practices into its operations to keep it far from being ‘legacy.’

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28: Teddy Schiavoni: Exceptional Specialty Retailers in the Poll Position for 2018

Teddy brings a burst of fresh air in the perspective that brick and mortar retailers have some legs up on the e-competition in the form of evolution, historical perspective, new generations, CUSTOMER EXPERIENCE, and online tools.

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27: Christian Gennerman: Fighting Channel Conflict

Today, we talk about online marketplaces: Amazon, Walmart, Jet.com and more. (Spoiler alert: it’s mostly Amazon.) Here’s the thing: even if your brand isn’t active on one of the platforms, your SKUs – or knock-offs – are almost certainly being sold there.

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26: Peter Shankman on How to Win in the New Customer Economy

What Ogilvy is to advertising, Peter Shankman is to PR. This guy is LEGENDARY – for all the right reasons. Shankman demystifies and simplifies the very thing we ALL need to be doing: listening to our customers. Prepare to be inspired by things you already have the skills to...

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25: Margo Aaron: How to Emotionally Connect with your Avatar

Margo Aaron knows how to help us connect emotionally with our target end consumers (Avatars). Tune in today for a 30-minute MBA on how to discover your target avatar and how to get them to care and take action around your brand.

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24: Mike Wallenfels: Scout & Launch Your Next Channel Successfully

Today, my friends, we’re talking about HOW to open new channels. Learn from one of the grand-poo-bahs of the outdoor industry (and multichannel wizard and consultant) the steps and non-negotiables and suggestions to making these adaptations as seamless as possible.

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23: Want Traction in your Multichannel Business Strategy? Crank Up Your PR efforts

Listeners have been asking why I haven’t done an episode on the value of PR to multichannel strategy. Well, here it is! Today’s episode is how PR fuels the success of ANY multichannel business.

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22: Elaine Kwon and Jordan Taylor Get Your Business Bionically Consumer Centric with Kwontified

Do you ever feel like you’re playing a game without knowing the rules? If you’re struggling to stay on top of online marketplaces, especially Amazon, and if you’re in the throes of planning for your multichannel business for 2018, this is one show you will not want to miss!

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21: Dan Phan: The Art & Science of Business Modernization

My guest, Dan Phan, is a breath of fresh air! His mission is teaching businesses how to start driving with confidence in this digital evolution, instead of being driven batty by all of the change.

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20: Sean Ellis: Create a Nimble Company Culture through Growth Hacking

On today’s show, I talk with the great Oz, himself: Sean Ellis, the man responsible for so many of those growth stories. We take the lessons from growth hacking in tech and interpret them to the physical product world of the outdoor industries.

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19: Are You Set Up to Make Change Management Happen? We’ve Got a Guide for You!

Season one of Channel Mastery is coming to an end, but fear not we’ve already started production on season 2, and have booked someone special! Download this episode today to learn what lies ahead and a few highlights from what we’ve been through.

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18: Luke Starbuck: How to Use Tech to Get Closer to your Consumer: Messenger Bots, AI and Voice Assistant

What would you say if I told you that within 45 minutes, you were going to be a tech genius? I am not joking. In this episode, Luke Starbuck explains out of this world technology in a way we can understand.

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17: Dustin Robertson: Make Email Marketing Worth your Time with DRIP and Leadpages

Today you’ll be joining Dustin Robertson – an outdoor industry and ecommerce veteran who is now leading marketing at DRIP and Leadpages – in an informative show where we learn how to harness the power of DRIP and Leadpages to grow our audiences and remarkably engage them via email...

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16: Chris Walton: The Future of Omnichannel Retail

Throughout this episode, Chris Walton and I discuss many layers around the question: “Why will people be visiting physical stores five years from now?”

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15: Jerod Morris: Podcasting as a Channel for your Brand

It’s no secret that I’m a podcasting junkie! I love to listen to them and I love to create them. In this episode, I talk to podcasting pioneer and guide, Jerod Morris, about why brands should consider incorporating podcasts into their broad content matrix.

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14: Ryan Riggs: Winning on Amazon

NetRush is a retailer-agency hybrid that partners with premium brands. The company actively manage a brand’s content, digital marketing, and inventory on the Amazon marketplace. Download this episode today to deepen your understanding what selling on Amazon looks like.

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13: Adam Bridegan: Multichannel Traction Case Study: Rhone

Adam and Rhone are champions the customer and for multi-channel development. This episode is like a 27-minute multi-channel meditation: it will clear the clutter and help to re-center your strategy on those things that ultimately deliver.

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12: Rich Hill of the Grassroots Outdoor Alliance: How to Elevates Wholesale Success Through Multichannel Expansion

In this episode, we begin with the premise that what we’re chasing is customer loyalty. To earn that rarest and most cherished of gifts, brands and retailers need to work together to see it through a consumer’s perspective.

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11: Peter Buhl and Ian Christie: A Bike Specialty Retailer Goes Mobile and MultiChannel – Summit Bicycles and Beeline

In today's episode I speak with Pete Buhl and Ian Christie, of Beeline Bikes and Summit Bicycles, respectively, on how they’re learning from one another to make their platforms stronger and just plain better for their customers.

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10: Jeff Sieh: Integrating Shoppable Social Media Into Your Channel Strategy, and How Amazon is Changing the Game.

What I love about this episode and Jeff’s approach, specifically, is that he acknowledges there’s no magic bullet. There are best practices that are critical to follow (especially on social sales platforms), but Jeff counsels brands to get in and get their hands dirty.

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9: John McCoy: Integrating Ecommerce and Wholesale for Multi-Channel Success pt. 2

In part two of a special, two-part episode (see also Episode #8), Kristin and John explore marketplaces in depth, as well as how to ensure all points of entry for your business (your channels and platform) are aligned.

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8: John McCoy: Integrating Ecommerce and Wholesale for Multi-Channel Success

In part one of a special, two-part episode, Kristin and John provide an overview and analysis of how brick and mortar and e-commerce business models are finally learning to knock down the silo’s and actually align strengths to create a much stronger consumer-centric approach.

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7: Amy Hatch: How to Create a Platform and Marketplace to Serve Your Target Consumers

In Episode 7 of the Channel Mastery podcast, you’ll get Amy’s insights on the state of innovation in the industry and how to become nimble and continually adapt to the changing needs and preferences of your target end consumers.

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6: Elaine Kwon: Insider Beta for Successful Positioning on Amazon’s Marketplace

Listen in to learn what to look out for, how to prepare for opening Amazon as a sales channel, and how to manage your account once your brand is sold through the website. There is no one-size-fits-all solution, but Elaine’s expertise helps ease an otherwise intimidating process.

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5: Richard Kestenbaum: Big Lessons Learned from Amazon and Walmart

In this episode we take on topics that have been dominating the business press this summer – like Nike/Amazon and Amazon/Whole Foods – and pull the relevant lessons for our passion-driven industries.

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4: Mike Massey: Locally.com reconnects the brick-and-mortar retail shopping experience with consumer online research

What OpenTable has done for restaurants and Expedia has done for hotels, Locally is doing for retailers. The wildest part is that this platform has found a way to connect real world stock to online consumers in a way that benefits customers, retailers and brands. Talk about win-win-win!

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3: Tom Asacker: The Sooner You Forget About Starting With Why, the Better, and Other Keys to Getting Consumer-Centric

This episode is JAM-PACKED with super important takeaways to be successful in business today. Seriously, it’s a must listen! In our conversation, Tom and I deep dive into two, mainstream philosophies of brand-building and sales: considering your target consumer differently and our prioritization of the all-important ‘why.’

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2: Matt Powell: Multi-Channel Business Hacking

In this episode, Matt brings his A-Game. He’s developed an innate ability to see business trends in our markets, before they even take hold, which is why he’s here with us today. Listen to Matt to offer his take on the current lookout for business in our markets.

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1: Ready to Become a Multi-Channel Master in Your Business? Start Questioning Everything

In this episode, Kristin introduces how and why the Channel Mastery podcast came to be, and previews what to expect in the weekly episodes. If you’re questioning if a multi-channel, consumer-centric strategy is right for your business, Kristin provides a 360-view of why the time is now to implement...

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