Outdoor Unfiltered

Rock Fight, LLC
  • 5.0 (3)
  • Wilderness
  • Updated Weekly

Want to know what's REALLY going on in the outdoor industry? Move past the PR speak and platitudes. Get the "why" behind the headlines with the unvarnished truth about the outdoor industry's biggest drivers. Host Eoin Comerford -- former CEO, marketer, and consultant -- brings two decades of industry scars and successes to the table. He’s calling out the missteps, celebrating the innovators, and dissecting the "playbook" used by the world’s leading outdoor brands and retailers. Alongside guest experts, Eoin dives into the topics that actually move the needle: - Market Drivers: Affordability, sustainability, and the "authenticity" gap. - Retail Reality: What’s actually happening on the floor vs. the boardroom. - Future-Proofing: Connecting you to the insiders shaping where the industry goes next. Stop skimming the surface. Hit play to get better informed, more connected, and a step ahead of the competition. It’s way more interesting down here.

  1. 10 hrs ago

    What Killed Accell? Plus: The Fight to Build the Next Great Outdoor Brand!

    Eoin Comerford breaks down the insolvency of Accell Group -- parent company of Raleigh, Haibike, Ghost, Lapierre, Winora, and Babboe -- and explains why KKR's leveraged buyout, not the cycling market itself, is what broke the balance sheet. Then, a clear-eyed look at the Outdoor Industry Association's Climate Action Corps and Clean Chemistry Materials Coalition progress reports: participation is up 36%, but the execution gap between targets and operational change is the key challenge. In the guest segment, Katie Doherty and Enhao Li, co-founders of Founded Outdoors, join to talk about the state of funding, the real impact of tariffs on small outdoor brands, what separates the founders who reach seven figures from those who stall, the REI Co-op Path Ahead Ventures-backed Embark accelerator program, and how Founded Outdoors' free community of 600+ outdoor entrepreneurs is helping early-stage brands get started, grow, and stay in business. Supported by ISPO Amsterdam (November 3-5) and Crux Retail. TOPICS 0:00 - Introduction to this episode's topics: Accell Group's insolvency, outdoor sustainability, and the challenges facing emerging outdoor brands. 0:45 - Accell Group overview: Europe's largest cycling group -- Raleigh, Haibike, Winora, Ghost, Lapierre, Babboe, XLC -- and how a 2.6 billion euro KKR-led leveraged buyout set the stage for collapse. 2:09 - How the pandemic cycling boom, a supply chain whiplash, crashing margins, and 300 million euros in additional KKR capital still couldn't outrun a debt clock. 3:30 - What the Dutch suspension of payments process means for Accell's brands, employees, independent bike dealers, and the broader cycling market -- with context from Giant and Shimano's latest results. 7:44 - Sponsor: ISPO Amsterdam, November 3-5 -- the relaunched trade show under Raccoon Media Group, featuring Rab, DB, Hestra, Fabletics, and more, plus the BrandNew showcase for emerging brands and a retailer scholarship program. www.ispo.com 8:46 - Outdoor Industry Association sustainability update: participation in the Climate Action Corps and Clean Chemistry Materials Coalition jumped 36% year over year to 114 companies, despite tariffs, rising costs, and a hostile policy environment. 10:24 - The execution gap: why having climate targets and RSLs is not the same as having funded roadmaps, supply chain visibility beyond the first-tier factory, or measurable emissions reductions. 14:04 - Sponsor: Crux Retail -- custom retail fixture design for outdoor brands including Yakima, Dometic, Wahoo, and Clif Bar. www.crux-retail.com 15:15 - Guest intro: Katie Doherty and Enhao Li, co-founders of Founded Outdoors, join to discuss the challenges and opportunities facing emerging outdoor brands. 15:31 - What Founded Outdoors is: a free Slack community of 600+ outdoor brands, state and regional outdoor business landscape reports, and paid accelerator and workshop programming -- all supported by state outdoor business alliances, outdoor rec offices, economic development groups, and REI Co-op Path Ahead Ventures. 23:57 - The founding story of Founded Outdoors: how Katie Doherty and Enhao Li went from running a tech incubator and an app for professional mentorship to building the outdoor founder support ecosystem. 23:57 - Funding for outdoor brands: why venture capital is a poor fit for most outdoor businesses, the realities of inventory and lead-time financing, the evolution of crowdfunding platforms like Wefunder and Republic, and Wild Rise as a case study. 32:29 - Tariffs and their impact on Founded Outdoors' community: 60% of product founders manufacturing internationally, 70% of those in China, and how unpredictability froze decision-making and forced some businesses to close. 36:01 - What separates founders who scale to seven figures: mastering paid advertising on Meta, cracking wholesale channel strategy, leveraging Amazon for the right product categories, and the importance of dedicated ownership of marketing -- with a shoutout to Mallory at Ur, Moosejaw, and Andrew Luter's approach to creative outdoor investing. 42:12 - REI Co-op Path Ahead Ventures: a discussion of its $4 million investment across 23 companies, what equity investing can and cannot do for early-stage outdoor brands, and how grants paired with education outperform capital alone. 43:35 - The Embark program: Founded Outdoors' two-and-a-half month accelerator for early-stage outdoor entrepreneurs of color, in partnership with REI Co-op Path Ahead Ventures -- covering brand-building, customer acquisition, pitch preparation, and a $5,000 grant. 47:33 - The next five years for Founded Outdoors: scaling programming alongside growing state and regional investment in outdoor recreation, and why emerging outdoor brands are the economic development engines for their communities -- with a reference to Dr. Amanda Weinstein at the Center for Rural Innovation. 49:16 - How outdoor founders can join the Founded Outdoors community: foundedoutdoors.com CONNECT WITH US We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries or whatever's on your mind. DM Eoin Comerford on LinkedIn: https://www.linkedin.com/in/eoincomerford/ Email: outdoorunfilteredpod@gmail.com SPONSORS ISPO -- Unites the sporting and outdoor goods industry, inspiring global movement, protecting the places we play, and providing a single, streamlined platform for the brands, athletes, buyers, and innovators who shape the future of sport. ISPO Amsterdam, November 3-5, 2025. www.ispo.com Crux Retail -- Creating bold retail displays for bold brands. www.crux-retail.com Outdoor Unfiltered is a production of Rock Fight, LLC.

  2. Aug 3

    HOKA's Reality Check & Surf Industry Drama

    Today on the show Eoin Comerford breaks down La Jolla Group's surprise decision to drop the O'Neill license after 33 years and what a sealed legal battle with Sisco Textiles might reveal about what actually happened. Then, a close read of Deckers' latest earnings report and what slowing HOKA growth really signals. Lastly, Snow Peak Brand and Marketing Director Mike Andersen joins the show to talk about the Japanese camping brand's cult following, its Long Beach Peninsula camp field, the award-winning Takibi restaurant inside Portland HQ, the acquisition of Epic Fly Rods through Swift Fly Fishing, the $330 million Bain Capital-led buyout, and how Snow Peak is building something most outdoor brands can't: genuine community. Timestamps (0:24) What's Really Behind the O'Neill Breakup (7:46) ISPO Amsterdam — Sponsor message (7:58) HOKA's Growth Deceleration  (13:27) Guest Introduction: Mike Anderson, Snow Peak  (14:01) Snow Peak's Origin Story  (16:55) Snow Peak's US Camp Field on the Long Beach Peninsula  (19:11) Takibi Restaurant Inside Snow Peak's Portland HQ  (23:04) Swift Fly Fishing, Epic Fly Rods, and Snow Peak's Fly Fishing Strategy (26:22) Post-COVID Rebuild and the Shift to DTC  (27:55) The Bain Capital Buyout and What It Means for US Growth  (29:17) What Gets Mike Anderson Most Excited About Snow Peak's Future  Our Sponsors ISPO — Unites the sporting and outdoor goods industry - inspiring global movement, protecting the places we play and providing a single, streamlined platform for the brands, athletes, buyers and innovators who shape the future of sport. www.ispo.com Crux Retail — Creating bold retail displays for bold brands. www.crux-retail.com Connect With Us We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries or whatever's on your mind. Email: outdoorunfilteredpod@gmail.com LinkedIn: https://www.linkedin.com/in/eoincomerford/ If you find value in the show, please follow and leave a five-star review on Apple Podcasts. It helps other people in the industry find us. Outdoor Unfiltered is a production of Rockfight LLC.

  3. Jul 27

    Tariff's Are Back! Plus: How GRAYL Built a Better Brand

    Today on the pod Eoin Comerford breaks down the week's biggest trade policy news, digs into Fenix Group's Q2 results, and sits down with GRAYL co-founder Travis Merrigan to talk building a water filtration brand from a couch-surfing engineer to a product line that keeps expanding. This episode covers the sweeping new Section 301 and Section 338 tariff actions that took effect July 24th -- what they mean for outdoor brands sourcing from Vietnam, China, Bangladesh, Cambodia, Indonesia, and beyond -- plus a breakdown of Fenix Group's disappointing Q2 results, including sales declines in the brand segment, ERP integration headaches, and the German market softness dragging European brands right now. Then GRAYL co-founder Travis Merrigan joins Eoin Comerford to talk about founding the company with Nancy Weston, the early Geopress development, the decision to bring in CEO Andrew Weber, the new Carry Project pack line, and GRAYL's commitment to 1% for the Planet and local environmental organizations. Timestamps 0:00 -- Episode overview: tariffs, Fenix Group Q2, and the GRAYL interview with Travis Merrigan. 0:42 -- Tariff analysis begins: how Section 301 and Section 338 replaced the expired IEEPA tariffs and what the two-tier 10%/12.5% rate structure means for brands sourcing from China, Vietnam, Bangladesh, Cambodia, Indonesia, and other major trading partners. 9:11 -- The Section 338 wildcard: why the administration's use of a Smoot-Hawley-era provision to hit Canada with 50% tariffs on $20 billion in goods is the development that should actually worry outdoor brands. 9:11 -- What the tariff week means for your sourcing strategy: the 301 baseline is manageable and predictable; Section 338 means sudden tariff risk is still very much alive. 9:11 -- Sponsor: Crux Retail -- creating bold retail displays for bold brands. crux-retail.com 10:00 -- Fenix Group Q2 results: sales down 2.8% to 142 million euro, EBITDA nearly halved, and operating loss widening -- a breakdown of what went wrong with the Fjallraven brand segment, ERP integration, and the German market. 13:34 -- Bright spots in the Fenix results: Devold outperforming plan, strong Nordic markets, 22% China joint venture growth, and improving US pre-season order books for spring. 13:34 -- Today's guest: GRAYL co-founder Travis Merrigan. 13:47 -- What GRAYL is: a Seattle-based water filter and purifier company built around the Fill, Press, Drink system, and the new Carry Project pack line. 17:49 -- The early product mistakes: wrong materials, wrong weight, an exquisite lid nobody wanted, and the long road to finding product-market fit before the Geopress launch in 2018. 19:29 -- The decision to step down as CEO: why Travis handed the reins to Andrew Weber early, what Andrew's "give away the jobs you don't like" philosophy means in practice, and why ego gets in the way of building something good. 19:55 -- The Geopress and the GRAYL design system: the evolution from the Ultralight to the Geopress, how the press surface and drink-through cap became the signature GRAYL experience, and the patent landscape (everywhere except Europe). 24:22 -- GRAYL's customer base beyond core outdoor: travel, military, overlanding, hunt, and fish -- and why "wild water" is the real unifying use case across every market they serve. 24:22 -- The Carry Project pack line: why GRAYL entered the pack category, how designer Chris Leiter drove the project, what makes the recycled nylon construction and MOLLE mod system different from the wall of packs at most retailers, and the upcoming bear canister holster. 29:51 -- The state of innovation in the outdoor industry: why Travis is disappointed and what GRAYL has coming in the next nine months that he can't talk about yet. 32:31 -- 1% for the Planet, the Conservation Alliance, and why environmental commitment pays back in employee hiring and retention, customer trust, and community alignment. 36:15 -- Wrap-up and how to reach the show. Our Sponsor Crux Retail -- Creating bold retail displays for bold brands. www.crux-retail.com Connect With Us We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries or whatever's on your mind. DM Eoin Comerford on LinkedIn: linkedin.com/in/eoincomerford Email: outdoorunfilteredpod@gmail.com

  4. Jul 20

    The Changing Face of Outdoor Participation & A Call to Action on Public Lands

    Eoin Comerford breaks down the Trump administration's proclamations that effectively erased Bears Ears and Grand Staircase-Escalante National Monuments — including what the termination of the tribal co-management agreement with the Hopi, Navajo, Ute Indian, Ute Mountain, and Zuni tribes actually means for the industry — then clarifies the record on the Backcountry Garage accelerator program with responses from Backcountry executives. Plus, Kelly Davis, Director of Research for the Outdoor Industry Association, walks through the OIA's 2026 Outdoor Participation Trends Report: 60% of Americans are now participating in outdoor recreation, 30 million new participants since 2019 stuck around post-COVID, but frequency is declining and the 18-to-34 age group is the canary in the coal mine. TIMESTAMPS 0:00 — Introduction: Bears Ears, Grand Staircase-Escalante, Backcountry Garage follow-up, and OIA research with Kelly Davis 0:52 — The Trump administration signs proclamations cutting Bears Ears National Monument by 91% and Grand Staircase-Escalante by 90%, eliminating nearly 3 million acres of protected public land. 4:19 — The proclamations disband the Bears Ears tribal co-management commission, ending a landmark cooperative stewardship framework built by the Hopi, Navajo, Ute Indian, Ute Mountain, and Zuni tribes. 4:20 — Why this is a business issue: public lands are the engine of the outdoor industry, and polling shows 91% of western voters support keeping existing monument designations in place. 4:21 — How sustained pressure works: the Conservation Alliance's CRA fight and the 2017 litigation precedent with Patagonia show that cumulative noise from the industry buys time and wins. 6:03 — Call to action: four steps from The Conservation Alliance — make a public statement, sign the business sign-on letter by July 22nd, activate your audience via the Monuments for All petition, and donate to the Land and Water Defense Fund. 9:03 — Backcountry Garage follow-up: clarifications from Backcountry executives on Amazon exclusivity, SKU-level online advertising terms, and margin expectations versus what brands were hearing in negotiations. 12:54 — Introduction: Kelly Davis, Director of Research for the Outdoor Industry Association, and the methodology behind the OIA's annual Outdoor Participation Trends Report. 13:50 — How the OIA participation study was built in 2007 alongside SIA, Sports & Fitness Industries Association, and other trade associations, and why 18,000 annual interviews across 117 activities gives it a sub-1% margin of error. 17:38 — Top-line findings: 60% of Americans now participate in outdoor recreation — a higher participation rate than alcohol consumption — with 30 million new participants gained since 2019 who did not drop off post-COVID. 18:50 — The frequency problem: average annual outings per participant have fallen from 87.4 in 2012 to 65.2 today, a long-term decline that correlates with the rise of social media and smartphones. 22:06 — The age distribution breakdown: participation is declining among adults 25 to 54, most acutely in the 18-to-34 cohort, while youth (6-12) and seniors are both growing — and why a decline in young adults is a yellow flag for the industry's long-term health. 31:55 — Affordability and the income picture: why hiking's 63.6 million participants and the low ongoing cost of camping make outdoor recreation well-positioned when the economy is tough, and where casual participants are actually buying their gear — Amazon, Walmart, and Costco. 31:57 — Consumer spend data from the OIA's Consumer View report: casual participants average $1,200 in gear and apparel spend over six months, core participants average $3,800, and the casual segment is a far larger universe  39:14 — Core vs. casual strategy: why the OIA's message is not to abandon the core but to follow where the money and the growth actually are, and Kelly's favorite emerging segment — health and fitness. 47:49 — The $1.3 trillion outdoor economy figure: a candid conversation on macroeconomic analysis, multiplier assumptions, and why it is a useful lobbying number even if economists and mathematicians eye it with suspicion. RESOURCES MENTIONED The Conservation Alliance business sign-on letter (deadline July 22nd): https://secure.everyaction.com/oN0jFF-4ekeckuiY9Unv2w2 Monuments for All petition: https://www.monumentsforall.org Land and Water Defense Fund: https://conservationalliance.com/land-water-defense-fund/ OIA 2026 Outdoor Participation Trends Report: https://outdoorindustry.org OUR SPONSORS ENDVR — The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. www.endvr.io Crux Retail — Creating bold retail displays for bold brands. www.crux-retail.com CONNECT WITH US We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries or whatever's on your mind. DM Eoin Comerford on LinkedIn: https://www.linkedin.com/in/eoincomerford/ Email: outdoorunfilteredpod@gmail.com

  5. Jul 13

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

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

  6. Jul 6

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

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

  7. Jun 29

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

    In this episode of Outdoor Unfiltered, host Eoin Comerford breaks through the PR speak to deliver critical insights on the outdoor industry's evolving landscape. First, we unpack the Outdoor Industry Association (OIA) 2026 Outdoor Participation Trends Report. While the participant base hit a record 183 million, actual outings are declining. Eoin looks at why screen time is the ultimate enemy and how Merrell is tackling this with their It Starts Outside campaign. Next, Eoin analyzes Switchback’s shocking shift to late May 2027 dates in New Orleans, navigating what a weekend trade show means for specialty retailers, Grassroots Connect, and the 360 Collective. Later, Mike Massey, Founder and CEO of Locally (and former GOA president), joins the show to discuss reviving the brand-retailer relationship. We dive deep into the math of D2C vs. wholesale contribution margins, why brands like Patagonia and Yeti succeed by prioritizing local retail, and how Locally’s new AI-powered ShopSense platform is helping reps and stores optimize regional product assortments for brands like Helly Hansen. Tune in for an unfiltered conversation on thriving in a channel-agnostic retail world, brought to you by our sponsors ENDVR and Crux Retail. Host: Eoin Comerford Guest: Mike Massey, Founder & CEO of Locally Timestamps [0:00] – Intro & Episode Overview Eoin previews the three topics: the OIA Outdoor Participation Trends Report, Switchback 2027 dates, and the interview with Mike Massey of Locally. [0:23] – OIA 2026 Outdoor Participation Trends Report Kelly Davis's presentation at Switchback revealed a record 183 million outdoor participants in 2025 — 59% of Americans — up 1.6% from 2024 and nearly 20% above pre-COVID levels. [1:29] – The Dark Side of the Data: Declining Outings Per Participant Despite record participation, outings per participant have dropped 14% from COVID highs and 15% from 2016 peaks. Eoin traces the decline back to 2007 — the year the iPhone launched — arguing screen time is stealing outdoor time. [1:55] – 18–34 Year Olds & the Smartphone Problem The 18–34 age group is the only one showing declining participation rates, correlating with record levels of anxiety and depression tied to smartphone use. [3:09] – Industry Call to Action: "Put Your Phone Down" Eoin makes the case that addressing smartphone addiction is both a business and social imperative. He highlights Merrell's It Starts Outside campaign as a step in the right direction. [4:04] – Sponsor: Endeavor Endeavor connects brands directly to 140,000+ frontline retail associates for product education and sales incentives. [4:49] – Switchback 2027: New Dates Announced The show is moving to May 22–24, 2027 — a Saturday through Monday, the weekend before Memorial Day — shifting earlier rather than later to avoid June's crowded buying calendar. [6:02] – Pros, Cons & Eoin's Unsolicited Advice for Switchback Eoin weighs the challenges (retailers may be on the floor Memorial weekend) against opportunities and encourages Switchback to lean into the New Orleans weekend vibe with brand parties, partner packages, and an industry awards ball. [7:57] – Sponsor: Crux Retail Crux Retail designs custom retail fixtures for outdoor brands like Yakima, Dometic, Wahoo, and Clif Bar. [8:47] – Interview: Mike Massey, Founder & CEO of Locally Eoin welcomes Mike to discuss Locally's origin story — born out of outdoor retail (Massey's is a third-generation New Orleans chain) and funded by industry insiders — with a mission to use digital marketing to drive foot traffic to local stores. [9:22] – What Is Locally & How Does It Work? Locally aggregates real-time inventory from 70,000 retailers and uses digital tools to connect online shoppers to products available in local stores. Revenue comes ~80% from brand tools/data and ~20% from retailer transaction fees (3.5% on confirmed local pickups and same-day delivery). [13:52] – The Brand-Retailer Partnership Score Eoin introduces his scoring framework evaluating brands on two lenses: (1) how discount-heavy their D2C experience is, and (2) how well they promote retail partners on their site. [14:10] – Why Are Brands So Discount-Oriented? Mike and Eoin discuss how short-term investor pressure and siloed conversion-rate thinking have driven brands toward constant discounting, undermining retailer relationships built over decades. [15:41] – The Conversion Rate Trap Brands obsess over converting visitors on their D2C site, but lose sight of the 98%+ who don't buy — and those shoppers often end up on Amazon. Locally argues the online-to-offline journey should be treated as a continuous funnel, not separate channels. [18:04] – Showing Retailer Inventory on the Product Page (PDP) The highest-scoring partnership behavior: displaying local retailer inventory directly on a brand's product page so customers can find the right size/color at a nearby store. AB testing by major brands shows this actually increases e-commerce conversion too. [21:14] – Ship from Store & Sustainability Locally is launching ship-from-store, enabling brands to fulfill online orders from nearby retail inventory — reducing cross-country shipping and making specialty retail a distributed warehouse network. [23:05] – Specialty Retail as Amazon's Antidote The 70,000 retailers on Locally's platform are effectively a distributed fulfillment network that can compete with Amazon on speed and locality — brands just need to wire it together. [24:17] – The Channel-Agnostic / Marketplace Model The future: brand websites function as demand aggregators showing all available inventory (brand + retail), with an Amazon-style "buy box" that sometimes directs the sale to the nearest local retailer. [26:13] – The D2C vs. Wholesale Math: Contribution Margin Reality Eoin breaks down how a 70% gross D2C margin can collapse to 20% contribution margin after discounts, returns, fulfillment, and marketing costs — while wholesale's 45% gross margin often yields a higher 25% contribution margin. [29:26] – Locally's Unique Data Assets Mike outlines three proprietary data sets: (1) real-time inventory from 10%+ of U.S. durable goods retailers, (2) a daily sales velocity model with ~100% confidence, and (3) 60 million unique shoppers/month (up to 6 million/hour) generating real-time trend signals. [33:21] – ShopSense: AI-Powered Retail Intelligence Locally's ShopSense platform is being rebuilt with AI at its core — retailers will be able to ask natural language questions and receive instant, actionable reports on what to carry, what to drop, and where the demand is. [35:30] – Tools for Reps & New Account Development Reps can use Locally's data to show prospective retailers proven local demand for their brand, making the pitch data-driven rather than anecdotal. [36:31] – Closing: The Industry's Path Forward Eoin and Mike agree: Amazon isn't going away, but specialty retail — properly wired together — can compete. The key is brands and retailers working as true partners. Connect With UsWe would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries, or whatever's on your mind. Host: Connect with Eoin Comerford on LinkedInEmail: outdoorunfilteredpod@gmail.com Our SponsorsENDVR: The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. Learn more at www.endvr.ioCrux Retail: Designing and engineering custom, customer-centric retail store fixtures and bold retail displays for bold brands. Learn more at www.crux-retail.com

  8. Jun 22

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

    What is the purpose of an outdoor trade show beyond sales? Live from the floor of Switchback in New Orleans, Eoin Comerford sits down with thru-hiking expert Shawnté Salabert (Gear Abby) to break down the hits, the misses, and the future of the outdoor tradeshow. In this episode of Outdoor Unfiltered, Eoin and Shawnté dive deep into reactions of the exhibit hall. From the highly anticipated US Participation Report presented by Kelly Davis to navigating the timing clash with regional shows like GOA, they examine what it takes to build a true national show. Plus, the duo doesn’t hold back on their unfiltered booth reviews, praising the stunning blonde-wood aesthetics of Snow Peak, Fjällräven, and Teva, while calling out the underwhelming setups from other brands. Tune in for an inside look at the latest gear innovations shaking up the market, including Dometic’s interchangeable tumbler system, GRAYL’s Carry Project pack line, Butt Napkins’ upcoming submarine bidet wand, Date Fix’s intense food culture mission, Rumpl’s clever cape clips, and the mouth-watering backpacking meals from Lux Fly. Whether you are a specialty retail buyer, a major outdoor brand, or a gear junkie, this episode is your ultimate backstage pass to the business and culture of the great outdoors. Then later in the show, Eoin sits down with Switchback Event Director Sean Smith to share his impressions and break some news about a time change for next year. Connect With UsWe would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries or whatever's on your mind! Connect with Eoin Comerford: LinkedIn Profile Our SponsorsSupport the brands that make this show possible: ENDVR – The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. Visit www.endvr.io.Crux Retail – Creating bold retail displays for bold brands. Visit www.crux-retail.com.

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Trailer

5
out of 5
3 Ratings

About

Want to know what's REALLY going on in the outdoor industry? Move past the PR speak and platitudes. Get the "why" behind the headlines with the unvarnished truth about the outdoor industry's biggest drivers. Host Eoin Comerford -- former CEO, marketer, and consultant -- brings two decades of industry scars and successes to the table. He’s calling out the missteps, celebrating the innovators, and dissecting the "playbook" used by the world’s leading outdoor brands and retailers. Alongside guest experts, Eoin dives into the topics that actually move the needle: - Market Drivers: Affordability, sustainability, and the "authenticity" gap. - Retail Reality: What’s actually happening on the floor vs. the boardroom. - Future-Proofing: Connecting you to the insiders shaping where the industry goes next. Stop skimming the surface. Hit play to get better informed, more connected, and a step ahead of the competition. It’s way more interesting down here.

Information

  • Creator
    Rock Fight, LLC
  • Years Active
    2026
  • Episodes
    26
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 Rock Fight, LLC
  • Show Website
    Outdoor Unfiltered

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