104 episodes

Channel Mastery, hosted by Kristin Carpenter and produced by Verde Brand Communications is designed to teach business owners how to excel across multiple platforms. Our mission is to see our listeners not only achieve the growth they want, but also to maintain their success and resiliency in our world’s constantly changing retail landscapes. If you’re a business owner, especially in the outdoor industry, looking for the best way to connect, serve, and sell to today’s consumers then this podcast is what you need. Subscribe today!

Channel Mastery Kristin Carpenter

    • Business
    • 4.9 • 45 Ratings

Channel Mastery, hosted by Kristin Carpenter and produced by Verde Brand Communications is designed to teach business owners how to excel across multiple platforms. Our mission is to see our listeners not only achieve the growth they want, but also to maintain their success and resiliency in our world’s constantly changing retail landscapes. If you’re a business owner, especially in the outdoor industry, looking for the best way to connect, serve, and sell to today’s consumers then this podcast is what you need. Subscribe today!

    Cycling, Entrepreneurship, and Native American Communities with Dr. Len Necefer.

    Cycling, Entrepreneurship, and Native American Communities with Dr. Len Necefer.

    In this episode, our guest is Dr. Len Necefer, Ph.D., CEO & Founder of NativesOutdoors – a native-owned athletic and creative collective. The company began as a social media project in March 2017 by Len Necefer (Diné), highlighting stories and photos of Native people in outdoor recreation and addressing the lack of representation of Indigenous people in the outdoor industry. The organization has expanded to providing advisory and consulting services to the outdoor industry on topics within the intersection of tribes, public lands, and outdoor recreation. NativesOutdoors is working directly with tribal governments, community organizations, and individuals on increasing access to outdoor recreation and connecting resources and opportunities within the outdoor industry.
    Dr. Necefer holds a Bachelor’s in Mechanical Engineering and a Doctorate in Engineering and Public Policy from Carnegie Mellon University. Previous to founding NativesOutdoors, Len has worked for the U.S. Department of Energy and, most recently, the University of Arizona. 
    The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.
    Discussion points:

    Len’s impactful career and path to entrepreneurship with NativesOutdoors
    News roundup - Len presenting at the Sea Otter Classic
    Biden’s policy changes in 2021 to empower first nations
    Co-management and conflict at ancestral sites
    Native interest in living and working in their community
    Opportunities for teaming up in outdoor rec
    Impactful wins empowering native communities
    Getting involved - investing in the pipeline from Native communities for talent

    News Articles Mentioned:
    https://www.newyorker.com/culture/photo-booth/the-extreme-cyclists-of-the-navajo-nationhttps://www.kauffman.org/currents/opportunity-awaits-native-americans-and-entrepreneurship/https://santoantoniodopinhal.lumiar.co/5-sets-of-challenges-native-american-entrepreneurs/
    Resources:

    • 29 min
    Adam Ruggiero of GearJunkie on the Future of the Media Landscape

    Adam Ruggiero of GearJunkie on the Future of the Media Landscape

    Today’s guest is Adam Ruggiero, Editor-in-Chief of GearJunkie. GearJunkie leads the outdoor industry in breaking news and product reviews in the active-lifestyle world. From offices in Denver and Minneapolis, GearJunkie’s journalists, writers, and video producers advance the conversation online and beyond. Millions of monthly readers follow GearJunkie online through multiple channels.
    Adam has been with the publication since 2015 when he started out as a news reporter. He spearheaded the creation of the GearJunkie podcast in 2018, holds a degree in journalism from the University of Minnesota, and was named Outdoor Media Summit’s "Editor of the Year” for 2022. 
    In this episode, you’ll hear Adam discuss his journey with GearJunkie and its current success, the changing landscape of media as a business, utilizing AI and chatbots in journalism and content creation as a helpful tool, and shaping future generations of media.
    The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.
     
    Discussion points:

    GearJunkie and its increasing scope and momentum
    Outdoor media and where it’s headed
    Relationships, trust, and ethics in the media landscape
    YouTube and trucks
    The GearJunkie chatbot article, and the impact of AI
    Freelance writing, Grammarly, bots, and wabi-sabi
    Hopes for the future of journalism 

    Resources:
    GearJunkie Website
    GearJunkie Podcast
    GearJunkie’s Chatbot Article
    Adam Ruggiero LinkedIn
    Sea Otter Classic Summit, April 2023
    Kristin Carpenter on LinkedIn
    Verde Brand Communications

    • 46 min
    Jeremiah Bishop on Cycling Content and Creative Chemistry

    Jeremiah Bishop on Cycling Content and Creative Chemistry

    Today’s guest is Jeremiah Bishop, a professional mountain bike racer in cross country, short track, ultra-endurance stage races, and gravel. Jeremiah is an athlete ambassador for Canyon Bicycles, a freelance cycling consultant, and a content creator (co-founder of the hit documentary series The Impossible Routes). 
    In this episode, you’ll hear stories about the beginning of The Impossible Routes in Hawaii, building up the stories and videos during the pandemic, meeting and partnering/co-starring with Tyler Pearce (aka The Vegan Cyclist), and how the relatable, vulnerable cycling stories resonate with so many people.
    The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy, and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.
     
    Discussion points:

    Jeremiah’s backstory in biking and history with Canyon
    The first “impossible route” in Hawaii
    Building through the pandemic
    Seven days riding across the Mojave
    The low-fi appeal of Jeremiah’s unscripted video stories
    Canyon Bicycles - the partnership
    2023’s Sea Otter Classic- stay tuned for a future episode on this
    Platforms, channels and the cycling industry – all in flux
    Tyler and Jeremiah’s chemistry and relationship
    The Europe trip - cycling is part of their identity
    Film premieres, swag, and fan activities
    What looks like it may be a disaster, ends up being amazing

     
    Resources:
    Jeremiah’s website 
    The Impossible Route Website
    Jeremiah on Instagram 
    Offroad to Athens Documentary
    The Vegan Cyclist on YouTube
    Strava.com
    Canyon.com

    • 42 min
    Alison Tetrick on Women's Cycling, Zwift, WATCHTHEFEMMES and More

    Alison Tetrick on Women's Cycling, Zwift, WATCHTHEFEMMES and More

    Today’s guest is Alison Tetrick - professional cyclist, biochemist, storyteller, and entrepreneur. Alison is also a global ambassador focusing on brand activation, product development, and innovation. Alison believes sports, science, and stories can make a powerful difference in changing the world and loves to do the work to make it happen. She is passionate about creating opportunity, education, and access to cycling for all through scholarships and community engagement.
    You’ll hear how Alison was inspired to start cycling by her 60-year-old grandfather, her appearance on The Move podcast and partnership with Lance Armstrong, the new world that is opening up for women in cycling, and her hopes, thoughts and plans for the future of the sport.
    The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.
     
    Discussion points:

    Alison’s backstory
    Promoting the Tour de France and women’s cycling
    Partnering with Zwift - visibility is viability
    The new career opportunities and benefits - women can choose to stay in the sport longer
    Launching a ground-breaking event and its exciting debut
    Looking into 2023 and the state of social media 
    Raising money for diversity and getting women on bikes with bandana sales
    Building and supporting this special community

    Resources:
    Saga Venture
    Zwift 
    The AMT Bandana Project
    Alison’s Website
    Alison on Instagram 
    Alison on Twitter 
    Alison on LinkedIn 
    The Move Podcast w Lance Armstrong
    Kristin on LinkedIn 
    Verde Brand Communications 
    Sea Otter Classic Summit, April 2023 

    • 49 min
    Steve Lee of Hot Chillys on Brand Positioning, MAP, and the Retail Season Ahead

    Steve Lee of Hot Chillys on Brand Positioning, MAP, and the Retail Season Ahead

    Today’s guest is Steve Lee, President of US Sales at Hot Chillys, a legacy outdoor recreation brand that has been leading the winter sports apparel industry since 1985. Their performance base layers include socks, leggings, turtlenecks, fleece, and accessory products, focusing on comfort and fun. Hot Chillys offers a comprehensive line of apparel for men, women, and children using next-level materials for seamless comfort, function, and fit.
    In this episode, you’ll hear how Hot Chillys progressed through the pandemic and has seen its sales double, with consumers rebounding and getting back to enjoying winter sports. You will also hear about how the brand re-tooled its packaging to reflect the brand's sustainability efforts and how Hot Chillys pricing strategy at specialty retail, big box stores, and even online channels like Amazon has been managed and controlled. As they say at Hot Chillys, ‘if you're not having fun, it's just not worth it.’”
    The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy, and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.
    Discussion Points

    How Steve got his start at Hot Chillys back in 1988
    Hot Chillys’ expansion under Performance Apparel
    Product positioning, innovation, and marketing
    2023 season expectations
    Retail strategies – price points and promotions
    Advice on inventory levels - demand negating discounts
    Bringing the brand and company through the pandemic
    Packaging now and then - reinventing for sustainability
    Staying true to brand legacy
    Amazon sales and MAP - relationship challenges

    • 33 min
    Supporting Founders of Color in the Outdoor Recreation Industry - Dan Kihanya of Path Ahead Ventures from REI

    Supporting Founders of Color in the Outdoor Recreation Industry - Dan Kihanya of Path Ahead Ventures from REI

    Welcome to the 200th episode of the Channel Mastery podcast.  Today’s guest is Dan Kihanya, Director of Corporate Development and Investment with REI. Dan is also the creator and host of Founders Unfound, a podcast that profiles tech startup founders from underrepresented backgrounds. He is an experienced serial entrepreneur with extensive experience in the start-up ecosystem - including founder, early executive, investor, and advisor.
    In this episode, you’ll hear about Dan’s role with Path Ahead Ventures - offering full-spectrum support to startups owned and led by Black, Indigenous, Latina/o/x, and Asian American and Pacific Islander people. Dan and Kristin chat about the route that guided Dan to REI and the founding of Path Ahead Ventures, the three staples of the program: resourcing, planning, and capital, and the Embark and Navigate Programs. 
    The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy, and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.
     
    Discussion points:

    Dan’s background and path to his current position
    REI’s co-op and brand values resonated strongly with Dan
    The vision for Path Ahead Ventures (PAV) and REI - ‘founders first’
    Two new 2022 programs for founders - Embark and Navigate 
    Bridging the gap - how REI and PAV can support new founders
    New and different perspectives lead to innovation and inclusiveness
    ‘Outdoor’ vs. ‘Outside’
    Dan’s transition from tech/digital services to physical products/retail
    Tapping into REI’s vast resources to help founders
    Demo Day/Pitch Day for Navigate founders - the first ever “Founders Market” in Seattle
    Reaching typically underrepresented founders - building a network
    REI stores as a bridge to the community
    Sign up online to keep up with all Path Ahead Ventures - the outdoors are for everyone!

     
    Resources:
    Embark Program
    Navigate Program
    Path Ahead Ventures

    • 44 min

Customer Reviews

4.9 out of 5
45 Ratings

45 Ratings

Unhappy mobile ,

Great business and marketing podcast!

Very interesting topics for not just brands in the outdoor industry but for other specialty retail and brands looking to stay ahead Of the technology. A good mix of guests too.

obacker19 ,

Empowering, insightful and actionable! 🙌

Whether you’re well established as an outdoor-business owner, or just getting started carving out a profitable niche that’s ready to grow - this is a must-listen podcast for you! Kristin does an incredible job leading conversations that cover a huge breadth of topics related to the ins and outs of building a thriving organization (amidst ever-changing customer preferences), and a life you can be proud of - from leaders who’ve actually experienced success themselves. Highly recommend listening and subscribing!

IntlOutdoor ,

Great level of detail by industry experts

Really enjoying Channel Mastery podcast. Most shows relevant for all of us, filled with the right level of information on aspects of the business in which we are less familiar. Always finds the right industry expert to give just the right level of detail. Much appreciated, looking forward to future topics.

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