98 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 & Verde Brand Communications

    • 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!

    Liza Amlani, Retail Strategy Group

    Liza Amlani, Retail Strategy Group

    Show Highlights:
     
    We are excited to have Liza Amlani on to discuss accelerating speed to market in the retail space, how to successfully address inefficiencies by limiting waste and using customer-focused digital technologies across channels in the retail space, the importance of preparing for unprecedented events like COVID-19, and more. In a rapidly changing climate such as the one we live in, it is vital for companies to be confident in making swift changes to their business in order to ensure longevity. 
     
    Traditionally, companies debuted new products once or twice a year in conjunction with industry trade shows, but times are changing. Today’s consumers want new products to be delivered fast and within their timeframe, and they also want their products to be sustainable.  As it stands now, legacy brands seem to face challenges in meeting these demands. During the pandemic, we also saw that many companies are unprepared for massive events that impact production. With climate change, retail production will continue to be impacted in the future, so companies need to think ahead to meet these challenges. Join us to hear the advice Liza gives to retailers and other companies to help them be prepared for unpredictability, and at the forefront of the industry in a fast paced world. 

    • 39 min
    Bradley Schurman, The Super Age

    Bradley Schurman, The Super Age

    Show Highlights:
    We are elated to have Bradley Schurman on to discuss the shift in perception of what it means to be “old,” how industries are changing their approach to attracting different age groups, the way Bradley and The Super Age approach this ever-changing climate, and more. It is clear that the definition of what it means to be “old” is changing. As medicine, healthier lifestyles, and technology continue to advance, companies will need to adjust internally and externally. 
    Historically, outdoor-focused businesses targeted younger audiences, but times are changing. More so now than ever, older generations are getting outside and participating in outdoor recreation. Within the next 10 years, we could see one out of five outdoor participants in the over 65 age group, as stated by Bradley. These companies who once focused so heavily on younger audiences will need to adapt to the new marketplace. 
    It is imperative that businesses begin to take a look at how they perceive and approach older people. How exactly does Bradley think these businesses should tackle that problem? How can companies take advantage of these older generations who are eager to enter the outdoor workforce? Join us to hear Bradley answer these questions and discuss much more in this informational episode. 

    • 40 min
    Shane Kinkennon

    Shane Kinkennon

      Show Highlights:
    In this episode of Channel Mastery, I chat with Shane Kinkennon - an executive coach and master facilitator. Shane knows a lot about how wise business leaders respond to the pressure to change. We asked him to explain what exactly he observes from his CEO-level clients. He makes a compelling case that now is the time for brand leaders to think not only about the mechanics of adapting to change but the ins and outs of how they lead their teams and employees. 
     
    Shane argues that brands can’t wait until insane external pressures are in the rear-view mirror. To the contrary, the brands that will effectively adapt today and go on to sustain competitive advantage are helmed by leaders who invest their days not in infrastructure, system, and process, but what matters most: their people.

    • 38 min
    Tim Parr, CADDIS

    Tim Parr, CADDIS

    Show Highlights: I’m delighted to introduce Tim Parr, CEO and Founder of CADDIS, to the show as we evaluate the founding story of his eyewear brand - an online direct-to-consumer platform, business wholesaler, and brick-and-mortar store. We discuss turning a product into a platform by going against the grain in the “age business” and how the market is reacting. 
     
    In this episode, we dive into fear of aging that helps to drive Tim and the business, data around the 50 plus age market of consumers, growing an omnichannel, and more. “We want to build the world's best lifestyle aging brand,” and why a self-identifier brand (like YETI) can grow even during a global pandemic.
    Tim gleams insight into the brand consciousness of CADDIS and how their glasses are ultimately helping people be themselves. 

    • 40 min
    Jacques Rene, W. L. Gore & Associates

    Jacques Rene, W. L. Gore & Associates

    Show Highlights: I’m excited to welcome Jacques Rene, a 25-year veteran from Gore who is trailblazing in fabric sustainability, introducing expanded polyethylene (ePE), a newly released environmentally-conscious performance fabric. In this episode, we talk about leading through climate change and pushing the boundaries of what’s possible due to brand and consumer demands - higher levels of performance with a lower environmental footprint. We also chat about gaining organizational insight within Gore and what the future holds - more Earth-conscious products without PFC. Gore is leading the way for ingredient branding, and we’re looking forward to seeing what innovations are to come!

    • 26 min
    Brendan Quirk, USA Cycling

    Brendan Quirk, USA Cycling

    Show Highlights:
    In this episode of Channel Mastery, I had the pleasure of speaking with the newest member of USA Cycling, CEO Brendan Quirk. Brendan is a veteran in the cycling industry and brings a background in racing to his new role at USA Cycling, ​​the nation’s governing body for cycling that oversees the disciplines of road, track, mountain bike, cyclocross, and BMX. 
     
    We discuss Brendan’s career and racing trajectory and what landed him at USA Cycling, how the pandemic has accelerated the growth of new cyclists, leadership opportunities in his new role, The Olympics, community building with other brands, and so much more. 
     
    Join us as we get to know Brendan and how he is taking the lead to improve USA Cycling, grow the cycling community, and develop in his new role as CEO. 
     

    • 32 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.

JoshCrist ,

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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