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
    • 5.0 • 43 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!

    Dave Stover and Kevin Ahearn, Bureo

    Dave Stover and Kevin Ahearn, Bureo

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    Episode Highlights:
    Hear how Bureo expanded their reach and mission by partnering with brands like Costa Sunglasses and Patagonia  Dave Stover and Kevin Ahearn share their founding story of Bureo and their clear mission of ending net pollution in the oceans As consumers continue to align with brands that share their core values, it’s more important now than ever for specialty businesses and brands to be transparent about their initiatives and efforts when it comes to sustainability  
    Description:
     
    As part of our Channel Mastery series featuring brands and businesses that are focused on sustainability, we are elated to introduce the team from Bureo, Dave Stover and Kevin Ahearn. Bureo is on a mission to end fishing net pollution in our oceans and shares their story behind their passion throughout the episode. 
     
    Dave and Kevin offer insight into their interesting journey to gain B-corp status, their founding story and the development of their partnerships like Patagonia and Costa, which has increased their reach tenfold. 
     
    Bureo is absolutely standing up to the challenge of serving consumers who are aligned with brands and businesses that share common values to them.


    Kevin Ahearn is one of the three co-founders of Bureo Inc.  Growing up in a family of Ocean lovers, Kevin took to surfing at an early age with his Dad and twin brother Brian.  The importance of "protecting the places you love" was a lesson ingrained in the brothers at an early age and something Kevin has carried throughout his life and into his professional career at Bureo.  He holds a BS in Mechanical Engineering, and leads, research and development, recycling supply chain and material integration efforts at Bureo. 
     
    David Stover is a Co-Founder of Bureo Inc, an emerging company focused on developing innovative solutions to recycle discarded fishing nets. An avid surfer and environmental enthusiast, David left behind a career in corporate finance when his global travels led him to the issues facing our ocean today. Currently residing in Ventura California, David splits time between Chile and the US and is actively involved in Bureo's day-to-day operations alongside the broader mission to prevent plastic pollution in our oceans.

    • 42 min
    Michel Gelobter, Cooler and Jon Dorn, Outside Inc.

    Michel Gelobter, Cooler and Jon Dorn, Outside Inc.

    Episode Highlights:
    Research showed that through the pandemic consumers eagerly want to align with brands who share their values  Cooler offers calculations instantly so you can neutralize your carbon footprint as a business to achieve your customers’ climate goals Michel and Jon share how the company was founded and how they’re working to fight climate change  
    Description:

    Consumer loyalty through the pandemic and still into 2021 is up for grabs. What we saw throughout COVID and the particularly crazy political climate we’re living in still is that consumers eagerly want to join up with brands that are ethically aligned with their own values. What Michel Gelobter, Jon Dorn and the team at Cooler Incorporated offer is a solution and technology that brands and consumers can trust with a mission to make your business part of the climate solution conversation. 
     
    Taking action as a consumer against climate change can feel daunting and what numerous studies and reports through 2020 showcased, is that consumers are no longer looking at their governments and representatives to solve the problems for them. They’re looking at the brands they self identify with and are aligning their dollars with those brands who are actively joining the fight against climate change. 
     
    On this episode of Channel Mastery, you’ll hear how brands can become “Cooler” and work to first identify their full carbon footprint on the products and services they provide and then create a plan to neutralize that carbon footprint. Michel shares the planned official launch of the business, which also happened to align with the very beginning of COVID and explains how his relationship with Jon Dorn of Outside Inc. helped the company pivot to work closely with the outdoor industry. 
    Thirty years ago, Jon Dorn left a low-paying job in academia for a lower-paying job as a magazine editor at Backpacker. But that opportunity to become a full-time adventure journalist fed his wanderlust, and he’s never looked back. He’s slept under the stars in 17 time zones (only 7 to go!), come face-to-face with wolves and grizzlies, led Backpacker to five National Magazine Awards, and made it the world’s first carbon-neutral magazine. At Active Interest Media, Jon served as editorial director and later as president of the company’s Active Living Group, which included brands such as SKI, Yoga Journal, Backpacker, Clean Eating, and Climbing. After several years as the company's Chief Innovation Officer, during which he added oversight of AIM's video studio, online education platform, and in-house marketing services agency, Jon took a break to co-launch Cooler, a software startup that calculates and eliminates the carbon footprint of any product or service at checkout. He jumped back into media in October 2020, helping Pocket Outdoor Media rebrand as Outside Inc. after the acquisitions of Outside magazine, OutsideTV, and several other adventure brands. Today, he oversees Outside and several related business development projects. In his spare time, he serves on the board of a nonprofit serving homeless youth in Colorado and is an avid triathlete, cyclist, and hiker.
     
    Michel Gelobter is the CEO of Cooler, inc (cooler.dev) and Managing Director of Reflective Earth (reflectiveearth.org).  He has held senior positions in advocacy, government, academia, and business, with an ongoing substantive focus on innovation, climate change, energy, and social justice. As a businessman, he founded the first consumer-facing climate software company, Cooler, and was a founder or senior leader in two other cleantech startups.  As an advocate, Michel co-founded a number of environmental justice, water, and oceans organizations, including the New York City Environmental Justice Alliance, and led Redefining Progress from 2001 through 2006, where he worked to originate and design the world’s most aggressive climate legislation (California's Global Warming Soluti

    • 32 min
    Holly Fraser, Managing Director, Outsider’s Network

    Holly Fraser, Managing Director, Outsider’s Network

    Episode Highlights:
    Marketing Director, Holly Fraser, introduces Outsider’s Network, the newest network connecting talent and content creators in the outdoor industry Outsider’s Network helps drive inclusiveness with their mission to find a diverse, collective of outdoor talent Holly shares what phase of their launch Outsider’s Networks is currently in and where the network is headed over the next few months  
    Description:

    All of us in specialty businesses and in the outdoor industry know that it can be challenging to find talent in remote locations or professional models that can do the incredible activities - kayaking down a river, rock climbing, mountain biking - we need them to do to showcase our brands. That’s where the Outsider’s Network comes into the equation. They connect professional models and welcome non-professional enthusiasts to their network with producers, agents, and the makers behind the brands.

    My guest this week is Holly Fraser, Marketing Director for Outsider’s Network, a website and talent marketplace in the early phases of their launch. Outsider’s Network helps people search and then book talent in the incredible places where outdoor shoots happen across North America. Holly partnered with the founders of Origin Outside, an outdoor focused marketing agency, to launch Outsider’s Network.
     
    The network is now in what Holly referred to as the “Model Car” phase of their official launch. The components of the car are all available at outsidersnetwork.com and they’re accepting applications for both the talent and booking side of the program, but the engine (or official launch) won’t be added until a little later this summer. 
     
    Learn about the newest network connecting brands with talent in the outdoor industry on this week’s episode of Channel Mastery. 
     
    Holly Fraser is the co-founder of Outsiders Network. The concept of Outsiders Network came from her career as an outdoor content producer with Execution Media Ltd, her Whistler-based boutique production company that works locally and around the world. Execution’s client list includes major car companies, clothing lines and adventure gear brands, all of which benefit from Fraser’s professionalism and creative instincts that she’s been honing since her days studying photography and media at Ryerson University. Prior to founding Execution in 2011, Fraser worked in creative agencies, ran a photo-arts gallery and event space and traveled the world raising awareness for animal rights, a cause that she passionately advocates for in her day-to-day life (just ask her three-legged rescue dog that found the good life when Fraser brought him home). Now a mother of a toddler you can find Holly working from home on the ancestral and unceded territories of the Skwxwú7mesh, Lil’wat and St’at’imc Nations with her daughter and three rescue animals or out exploring the beautiful world on her dirt bike, mountain bike, sled, board or skis.

    • 23 min
    Russ Roca, Content Creator, Path Less Pedaled

    Russ Roca, Content Creator, Path Less Pedaled

    Episode Highlights:
    Hear how Russ and the Path Less Pedaled team have grown their Youtube following to over 100,000+ by speaking to the enthusiasts, as opposed to the pros, within the biking community
     
    Party Pace is the how Russ describes the audience of Path Less Pedaled. They aren’t the cyclists on the podium, they’re the newcomers or long-time riders enjoying two wheels as their own pace  
    With a tech savvy audience on YouTube, Path Less Pedaled focuses on authenticity and honesty on their channels  
    Description:
    In the active outdoor lifestyle and outdoor recreation markets, and cycling in particular, we tend to get in our own way. We’re known as being too competitive and focus on the professionals. On this episode though, we’re talking about the enthusiasts. In 2020 and through the pandemic, the cycling boom meant newcomers to the sport in a way that has never been recorded and my guest today is speaking directly to that newcomer and inviting them into the community.

    Content Creator at Path Less Pedaled, Russ Roca joins me for episode 173. Russ and his partner, Laura, spent a few years key-less, as he put it, meaning they traveled the U.S. and then New Zealand by bike creating content. They launched Path Less Pedaled, which has since grown to an impressive 100,000+ followers. He shares how they’ve been able to grow their YouTube channel and their Patreon network by listening to their fan base and meeting their needs. 
    I have been a fan of the Path Less Pedaled channel and network for quite awhile now but am particularly impressed in how they guide their consumer, in their case, viewers, and make them feel like you’re in the garage with them, talking shop and enjoying a chat. Tune in to hear all about the Path Less Pedaled! 
    Russ Roca is the content creator behind the Path Less Pedaled Youtube channel.  Prior to Youtube he had worked as a freelance writer/photographer for various bicycling publications such as Bicycle Times, Adventure Cycling and Momentum Magazine.  He and his partner, Laura Crawford, have also worked as bicycle tourism consultants helping tourism destinations market themselves to cyclists and have worked with organizations like Travel Oregon, Visit Idaho, Travel Iowa and other state and local level destination marketing organizations.

    • 34 min
    LifeHandle Inventor and Co-Founder, Joe Wold

    LifeHandle Inventor and Co-Founder, Joe Wold

    Episode Highlights:
    Inventor and Entrepreneur, Joe Wold shares the backstory behind LifeHandle, a versatile sling created to handle anything Hear how Kickstarter introduced the LifeHandle team to a new audience and ultimately a new target consumer Introducing ambassadors to the product has simultaneously introduced new ways to use LifeHandle’s products  
    Description:
    I have been looking forward to introducing Joe Wold, inventor and Co-founder of LifeHandle to the Channel Mastery audience because he offers a very unique pandemic story. Like so many brands and specialty retailers, LifeHandle experienced supply chain issues in 2020 when they were expected to officially launch their first product. Rather than hiding under a rock, they shifted gears and introduced a Kickstarter campaign to ensure their product was introduced to the market and that they stayed in touch with their target consumers. 
    Through the Kickstarter campaign, they were able to tell the story behind product development, Joe’s personal need for it after a car crash and they actually discovered new uses and audiences perfect for the product. I’ve always thought the Kickstarter platform allows brands to get closer to your audience than traditional avenues and LifeHandle proves this to be true. Along with details of the Kickstarter campaign, you’ll also hear about LIfeHandle’s experience adding an influencer program to their brand and the discoveries made from that experience. 
    As always, thanks for listening. Enjoy the show!
    Joe Wold is the inventor and Co-Founder of LifeHandle, a carrying assist and dog leash company that makes everyday life and adventures a little bit more enjoyable and a lot more comfortable. Joe is a geologist by training but has always been a tinkerer to make solutions for common problems. Joe grew up in Wyoming and is an avid fisherman, skier, mountain biker, hunter, and lover of the great outdoors. He lives in Boston with his wife Chelsey and two children, Wells and Tucker, and their Chocolate Lab, Bruin.

    • 21 min
    Stephen Regenold, VP of Strategy at Lola Digital Media

    Stephen Regenold, VP of Strategy at Lola Digital Media

    Episode Highlights:
    Vice President of Strategy, Stephen Regenold is focused on continuing to connect with Lola Digital Media’s and AllGear’s consumer through authentic content  Lola Digital Media recently acquired a number of sites. Hear what’s on the horizon next for the network of sites. With an emphasis on authentic content, journalistic integrity and honesty, Lola Digital Media continues to be the reliable source for today’s evolving consumer Description:
    It doesn’t matter what channel you, as a consumer, buy from or engage on - it all starts with trust. The entire universe has been built on relationships and reciprocity and my guest and longtime friend, Stephen Regenold with AllGear and Lola Digital Media lives and breathes this. He is the absolute caretaker for the focal consumer and works to grow the trust of that beloved consumer. As brands, we are responsible for giving the consumer what they need and empowering them to buy where they want to buy, maybe even more so than we were prior to COVID.  
    On this episode of Channel Mastery, Stephen shares how they are further fostering customer and brand relationships through the development of a new network of sites.  With the ever-changing algorithms and data shifts, it’s nearly impossible to keep up, but what Stephen and his team at Lola Digital Media and AllGear are focused on is continuing to put a majority of their efforts into the heart and soul of true research, journalism and writing that leads to authentic content. 
    I have been lucky enough to call Stephen my friend for nearly two decades now and love hearing how he’s continuing to further media through the creation of authentic content and always staying closely connected to that North Star we’re always talking about - our consumers. 
    Stephen Regenold is the Founder of GearJunkie, a publication covering the outdoors and active-lifestyle categories with millions of monthly readers. GearJunkie was acquired by Lola Digital Media in April 2020, and Regenold now serves as VP of Strategy with the startup company building a new network, AllGear. Regenold is a journalist by training and former writer for the New York Times. A climber, skier, and ultra-endurance athlete, Regenold launched GearJunkie in 2002 as a nationally-syndicated newspaper column. He lives in Minnesota with his wife, Tara, and their five children.

    • 26 min

Customer Reviews

5.0 out of 5
43 Ratings

43 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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