In Minneapolis debut, Outdoor Retailer centered 275+ brands alongside 850+ creator connections tapping into a combined audience of 21.2 million people
MINNEAPOLIS, Minn. (August 24, 2026) — Outdoor Retailer, owned and produced by Forge, wrapped its Minneapolis debut with more than 1,800 attendees, 275-plus brands and 150-plus media and creators from 45 states and 20 countries. The event marked a meaningful reset for the outdoor industry, reinforcing Outdoor Retailer’s role as a platform for connection, learning and innovation.
The three-day show also surpassed its goal of 400 qualified retailers, established when Outdoor Retailer announced its new direction in October 2025. Through more than 850 onsite connections, creators engaged with new and emerging brands while reaching a combined audience of 21.2 million outdoor consumers.
“Moving a legacy event to a new city while navigating significant change is no small undertaking,” said Matthew Mathiasen, group show director, Outdoor Retailer. “It takes trust, patience, curiosity and a willingness to believe in what’s possible. Our buyers, exhibitors, partners, brands, retailers, media and friends across the industry brought all of that to Minneapolis. Most importantly, they reminded us why this industry comes together: to discover what’s next, champion great ideas, make connections and move the outdoor industry forward, together.”
Day one drew more than 600 founders, retailers and industry professionals for a full slate of programming, anchored by the new Retailer Playbook Lab workshop series and an Industry Day featuring keynotes from Eoin Comerford (principal, Outsize Consulting and former CEO of Moosejaw), Neil Fiske (brand president, Black Diamond Equipment), and author and endurance athlete Mirna Valerio.
“I wasn’t sure what to expect, but the most surprising part was the level of buyer activity,” said Comerford. “Booths were busy with exhibitors taking orders onsite.”
Exhibitors and attendees noted a decisive turnaround, with a sold-out show floor and strong buyer activity. Specialty and regional retailers from six continents attended, supported in part by Outdoor Retailer’s Specialty Scholarship and Hosted Buyer Program.
“The quality of buyers that we saw were fantastic,” said Scott Jensen, founder of Near Zero. “I had to have more staff come in – there was a line of people trying to talk to us.”
“We had the right kind of buyers show up and the right kind of people who understand what we’re trying to do,” said Ponch Membreño, commercial director, Flowfold. “It feels really good that the group of people putting on Outdoor Retailer understand the need for supporting emerging brands.”
Founder-led brands were a significant presence at the show, with more than 150 brands represented through the Ascent Program, Garage Grown Gear, Founded Outdoors and REI Path Ahead Ventures. Garage Grown Gear and Founded Outdoors also debuted the inaugural Ascent Summit, bringing together 75 up-and-coming founders for workshops and peer-led sessions focused on scaling, retail distribution and brand growth.
“Footprints and quantity of people don’t explain that there is a heartbeat in the show that hasn’t been here for at least seven years,” said Roberto Gutierrez, director of brand marketing for Backcountry. “Outdoor Retailer focusing on the emerging brands makes a ton of sense. I love the fact that it’s more of a discovery engine as it once was.”
Working with Popfly, a content platform connecting brands with relevant adventure creators, Outdoor Retailer created the Wild Reach program, matching exhibitors that opted in with over 150 creators creating measurable content onsite during and after the event.
“Throughout the show, Wild Reach connected exhibitors with curated outdoor storytellers, driving verified engagement through Popfly’s tracking suite and providing brands with an asset library designed to extend their ROI long past closing day,” said Taylor Hoekstra, founder of Popfly.
“The show is at a time when small retailers can attend, and there are plenty of interesting brands to talk to,” said Wes Allen of Sunlight Sports in Cody, Wyoming. “It was a very worthwhile trip.”
Minneapolis and Minnesota welcomed the show with a civic reception led by Mayor Jacob Frey, who opened the event with a ceremonial ribbon cutting alongside the Mille Lacs Band of Ojibwe, one of Minnesota’s sovereign tribal nations and longtime stewards of the land. The Mille Lacs Honor Guard completed the ceremony, marking Outdoor Retailer’s arrival in its new home.
“Outdoor Retailer got three days to prove whether a year of hard conversations and decisions mattered,” said Lindsay Hubley, senior vice president, Sports and Outdoor Division. “Rebuilding the show meant asking the industry to believe again, one courageous yes at a time. In Minneapolis, brands could launch products, reach more than 20 million followers through structured creator matching, meet with Backcountry and REI buying teams, access more than 400 specialty retail accounts and leave with a content library – all in three days. Was it perfect? No show ever is. But it was progress. It was energy. It was a community deciding Outdoor Retailer’s story isn’t finished.”
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About Forge
Forge is a leading global B2B events and media company, connecting buyers and sellers across high-value industries through live events, trusted media brands, digital products and year-round communities. Powered by first-party data, technology and deep market expertise, Forge helps businesses discover opportunities, build the right relationships and stay engaged well beyond the event itself. It is a company guided by a single purpose, Moving Markets.
For more information, visit forgelive.com.
Contact: Chris Goddard, CGPR, chris@cgprpublicrelations.com, 781-640-8387
August 19–21 event brings together more than 275+ brands, 550+ retail buyers and 15 million followers
MINNEAPOLIS, Minn. (August 13, 2026) — Outdoor Retailer is changing the way it brings the industry together, responding to shifts in how brands build businesses, how retailers discover products and how consumers engage with the outdoors. The August 19–21 show at the Minneapolis Convention Center ushers in the next generation of outdoor brands, featuring more than 275 exhibitors, surpassing its original goal of 200, along with more than 550 retail buyers and access to 15 million followers through the inaugural Wild Reach Program. Education Day on August 19 gives specialty retailers hands-on workshops through the Retailer Playbook Lab, in addition to Industry Day, an afternoon with programs presenting key business data and trends on topics including AI, new buying behaviors, and wearable tech.
“We’ve added a number of initiatives giving exhibitors and attendees increased ROI,” said Matthew Mathiasen, group show director for Outdoor Retailer. “Wild Reach brings creators directly onto the show floor to connect with brands, a program that would otherwise require significant investment. Through our partnership with Explore Minnesota and Meet Minneapolis, we’re providing attendees opportunities to experience our new backyard every morning in close proximity to the convention center. We’re proud to connect our community through intentional moments, because that moves the industry forward.”
A Marketplace Built Around Discovery
The 2026 show floor brings established brands including Backcountry, Body Glove, Red Wing Shoe Co., and Wenonah Canoe together with emerging companies such as ALPAKA, Bowl & Kettle, NAVEE and Wolfpack.
More than 70 young brands will participate through the Ascent Program, connecting new brands with retailers and media, while Garage Grown Gear and Founded Outdoors bring additional independent, retail-ready brands to the show floor. REI’s Path Ahead Ventures (PAV) is collaborating with Outdoor Retailer to showcase products from more than 25 founder-led brands near the registration area. Attendees can vote for one brand to receive a complimentary booth at OR 2027 to share their founder story and products.
“Having a prominent presence on the show floor signals the key role these young brands are playing in the outdoor community,” said Lloyd Vogel, founder of Garage Grown Gear. “Small and independent brands built this industry. Centering them in the middle of the show, instead of a back corner, is exactly where they belong. We’ve seen firsthand how a single conversation on the floor can change the trajectory of a brand’s entire year.”
“REI Co-op Path Ahead Ventures exists to accelerate the success of founders of color in the outdoor industry,” said Keenan Corrigan, managing director, Path Ahead Ventures. “By showcasing products from founder-led brands in our community, we’re helping increase visibility for emerging businesses, creating opportunities for retail buyers to discover innovative products, and highlighting the entrepreneurs helping strengthen and expand our industry.”
Wild Reach Brings Creators Directly into the Show
Wild Reach, Outdoor Retailer’s creator program powered by Popfly, embeds more than 150 curated photographers, filmmakers, athletes and digital storytellers directly into the show floor, surpassing 15 million in combined audience reach, well above its original goal of 10 million. The program is a fundamental shift in how consumers discover and trust new products: they don’t respond to banner ads or brand-written copy the way they respond to creators that share their interests, buy gear like they do and provide honest, unfiltered reactions.
Outdoor Retailer built Wild Reach as launch infrastructure, giving exhibiting brands a structured, show-floor system demonstrating real consumer demand to the retailers writing orders and to tell their story in an amplified, authentic voice. Rather than leaving brands to navigate the creator economy alone, Wild Reach connects them with credentialed outdoor creators, generates documented engagement through Popfly’s tracking tools and delivers a content library brands can deploy long after the show closes.
More Value for Independent Specialty Retailers
More than 550 retail buyers and retail organizations are expected, representing specialty retailers, regional chains, international retailers and ecommerce businesses. Retailers include: Academy Sports, Alpenglow, Appalachian Outfitters, Camping World, Cape Union Mart, Gearhead Outfitters, MEC, REI, River Sports Outfitters, Runnings, Sunlight Sports, The Sportsman’s Guide, The Trail Head, and Westerlind Outdoors, among others. Outdoor Retailer’s Outdoor Specialty Scholarship and Hosted Buyer Program are providing travel support for qualifying retailers.
Keynote sessions will address retail strategy, technology and the future of outdoor participation, featuring speakers including Eoin Comerford, former CEO of Moosejaw and host of the Outdoor Unfiltered podcast, and endurance athlete, author and advocate Mirna Valerio.
Taking the Show Outside
Outdoor Retailer is expanding the experience beyond the convention center, giving attendees opportunities to discover Minneapolis’ vibrant outdoor culture through hiking, trail running and paddling. On Friday, August 21 a special orienteering adventure race is being hosted by 57hours, with $10,000 in prizes with the grand prize being a trip to Greenland. Activities are all hosted at Theodore Wirth Park, minutes from the Minneapolis Convention Center.
“Outdoor Retailer 2026 is about meaningful change,” says Lindsay Hubley, senior vice president, Sports and Outdoor Division. “We’re meeting the industry where it is today, investing in real launch infrastructure for new and discovery brands, strengthening the independent specialty community that has always been the backbone of this industry, and doing it in a timeframe where buyers arrive with clarity and a real need to find the outdoor industry’s next top seller. We are fueling the future.”
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About Outdoor Retailer
Outdoor Retailer is where the outdoor industry comes together to move the business of the outdoors forward. Designed in collaboration with brands, retailers, and industry leaders, the event creates space for connection, practical education, and the discovery of innovative products shaping the future of outdoor recreation. Outdoor Retailer is where the outdoor industry gathers to connect, collaborate, and take ownership of what comes next – #MakeItYours. Learn more about and #MakeItYours at outdoorretailer.com
Media Contact
Chris Goddard, CGPR, chris@cgprpublicrelations.com (781) 640-8387 or genny@cgprpublicrelations.com
Great outdoor gear doesn’t always come from reinventing the wheel. Often times, I just comes from rethinking an every day essential. In this edition of Founder Friday, meet two founders who did exactly that: Emma Rosse turned a pair of overalls into technical adventure apparel, and Suze Horton turned a door mat into a camping must-have. Here’s how they built brands around products you didn’t know needed!
Emma Rosse, Allover
Emma Rosse was on a river trip when she realized that overalls are great for adventuring because they always stay up and come with a plethora of pockets. To help others adopt them as a piece of go-to outdoor gear she founded a brand called Allover and launched her own version that’s made from technical outdoor fabrics and comes with a movement-friendly design. Dubbed the OG overalls, the women’s version features a side zipper to facilitate bathroom breaks, extra room through the hips and thighs, and a slight taper at the waist for a flattering, comfortable fit.
The men’s version comes with a side zip for easy entry and snap cuffs that will stay up for bike rides or wading into a river. Since launching with overalls, Allover has expanded to offer a full range of outdoor apparel and Rosse says the brand will continue to innovate and find clever ways to make products that facilitate adventuring. “In five years, I see Allover remaining true to our commitment to creating products with purpose, quality, and community as much as style. And watch out for a full-season apparel line that represents the mountain lifestyle we love,” she says.
Suze Horton, Muk Mat
When people think about “essential” outdoor gear for camping, overlanding, and RVing, a door mat is not usually on the list. But thanks to a re-invention of this product, muk mat has shown a quality mat can make all the difference when it comes to keeping your living space clean and comfortable. The company’s product stands out from the cheap mats you’d normally buy in two important ways. First, muk mats come with a much thicker turf that is significantly more effective at wiping off dirt and grime. And second, muk mats are made to last so they won’t start shedding or discolor in the sun, even after years of use.
“It’s one of those products that’s hard to fully appreciate until you use it, but once you do, you wonder how you ever lived without it,” says founder Suze Horton. Camping mats are the company’s core product but they also make mats for the entrance of your house and mats for the backseats and hatch of your car. “Ultimately, I want muk mat to become the trusted brand people think of whenever they’re moving between the outdoors and indoors,” Horton says. “Whenever you’re coming home after an adventure, I want us to be known for making those everyday moments a little easier.”
Why These Founders Matter
Founders like these demonstrate what happens when founders listen to the needs of the outdoor community and respond with thoughtful, human-centered design. For retailers, these brands represent the kind of innovation your customers crave: practical solutions that enhance functionality, ease of use, and quality of life outdoors.
Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.
Steff Fuentes, Studio Spye
How the heck does a brand stand out in today’s saturated outdoor product market? One clever way is to work with Studio Spye, an innovative, Minnesota-based creative studio that helps companies build unique and engaging identities, products, content, environments, and experiences. A clear example of their work is Donkey Label, a cycling apparel brand that Studio Spye helped turn into a cult classic and one of the most sought-after kit makers in the United States. “From strategy and identity to product direction, content, web, and brand experience, [Donkey Label] reflects our belief that the strongest brands are built from the inside out,” says Steff Fuentes, Studio Spye’s head of Sales and Marketing.
If he had to boil down Studio Spye’s formula for success, Fuentes says authenticity is what counts most—“We want brands operating close to the ground. The ones driven by obsession rather than scale. The ones creating culture instead of chasing it.” At the upcoming Outdoor Retailer Fuentes says Studio Spye is excited to learn more about where things are headed so the agency can continue to find innovative ways to help brands stand out and make meaningful connections. “There’s no better way for us to learn than to show up, listen, and spend time with the people building the future of the industry,” he says.
Gunjan Utreja, MyTrailPals
There are plenty of apps and websites that will help you find the best hikes, camping spots, and day trips in your local area. But what if you want to find new people to adventure with? That’s where MyTrailPals comes in. Started by Gunjan Utreja, the website is a hub for anyone who wants to host or participate in an outdoor group activity. “We help outdoor leaders host free, donation-based, and paid experiences while making it easier for people to find welcoming communities and explore together,” Utreja says.
Right now the site is full of upcoming hikes and guided tours and Gunjan recently hosted a women’s-only beginners camping trip that helped people learn the basics of spending time outside and under the stars. Going forward she says the plan is to expand to a broad array of activities including trail running, nature photography, birding, wellness, and conservation. But she’s also clear to point out that growth isn’t the main metric she’s chasing. “What excites me even more is the possibility of helping more people experience the outdoors in a way that feels welcoming and accessible,” she says. “If we can help someone build confidence, find community, or discover a lifelong love of the outdoors, that’s success.”
Why These Founders Matter
Founders like these demonstrate what happens when founders listen to the needs of the outdoor community and respond with thoughtful, human-centered design. For retailers, these brands represent the kind of innovation your customers crave: practical solutions that enhance functionality, ease of use, and quality of life outdoors.
Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.
Outdoor Retailer’s Wild Reach Initiative Surpasses 11.7 Million Followers, Accelerating Turnkey Creator Ecosystem for Exhibitors
Wild Reach, the built-in creator ecosystem inside Outdoor Retailer, gives exhibitors a single place for connecting with outdoor creators and extending brand reach beyond the show floor.
MINNEAPOLIS, Minn. (June 23, 2026) — Outdoor Retailer, the platform for connection, learning, and outdoor innovation, today announced continued expansion of Wild Reach, its built-in creator initiative powered by Popfly that gives exhibitors turnkey access to outdoor creators and audience reach beyond the show floor. Participating Wild Reach creators now reach more than 11.7 million followers across Instagram, TikTok, YouTube, and Facebook, turning creator marketing into an integrated exhibitor advantage rather than a separate lift for brands to manage on their own.
Wild Reach helps exhibitors turn show participation into audience reach. Through a coordinated system of creator matchmaking, on-site activations, and product storytelling, the program enables brands to generate authentic coverage tied directly from the event and extend that impact well beyond the booth. Wild Reach gives exhibitors a centralized way to activate trusted outdoor creators on-site and turn show moments into brand content in real time.
“Trade shows can no longer rely on selling booth space and hoping brands find their audience,” said Matthew Mathiasen, group show director for Outdoor Retailer. “Wild Reach gives exhibitors direct access to trusted outdoor creators who can bring products, experiences, and innovations to life through authentic storytelling. As marketing teams are increasingly asked to do more with fewer resources, brands need event platforms that create measurable value. Wild Reach makes creator engagement coordinated, accessible, and impactful while helping exhibitors extend the benefits of participating in Outdoor Retailer.”
The latest group of Wild Reach creators contributes an additional 5.3 million+ followers across outdoor adventure, travel, climbing, hiking, photography, family exploration, and lifestyle-focused communities and includes:
Andy Austin – 82K
Emily Richards – 145K
Erica Agran – 25K
Jesica Williams – 42K
Katie and Joe Burtoni – 132K
Lilli Higgins – 100K
Lucas Smissen – 898K
Madeleine Wilson – 125K
Nadah Feteih – 68K
Nicole Hill – 23K
Ronnie Forslund – 212K
Sherise Gumbs – 20K
Xavier Abdullahi – 41K
Yazan Koudsi – 3.4M
The Wild Reach initiative continues to build. Outdoor Retailer and Popfly are currently in discussions with more than 70 additional creators for participation opportunities, while more than 210 applications remain under review. Additional participants will be announced in the lead-up to the August event.
Prior to the event, creators will be matched with participating exhibitors, allowing both parties to arrive with established relationships and a plan for authentic, real-time coverage throughout the show. Wild Reach creators will work directly with exhibitors through curated activations, product demonstrations, and social media collaborations designed to amplify product discovery and audience engagement. Participating exhibitors benefit from creator-generated assets, expanded exposure, and access to highly engaged outdoor audiences across multiple platforms.
Outdoor Retailer 2026 takes place August 19–21 at the Minneapolis Convention Center.
About Outdoor Retailer
Outdoor Retailer is where the outdoor industry comes together to move the business of the outdoors forward. Designed in collaboration with brands, retailers, and industry leaders, the event creates space for connection, practical education, and the discovery of innovative products shaping the future of outdoor recreation. Outdoor Retailer is where the outdoor industry gathers to connect, collaborate, and take ownership of what comes next – #MakeItYours. Learn more about and #MakeItYours at outdoorretailer.com
Media Contact:
Chris Goddard, CGPR, chris@cgprpublicrelations.com
(781) 640-8387 or marybeth@cgprpublicrelations.com
The best gear ideas don’t always start in the R&D labs. They come from people who got inspired enough to build something better. This week’s Founder Friday introduces two of them. This Founder Friday, meet the founders behind Zun Rays and Sky View Tents.
Celeste Raymond, Zun Rays
Most sun sleeves are just pieces of stretchy fabric you pull over your arms to prevent a sunburn. But Celeste Raymond knew she could get more from this understated piece of outdoor gear so she started Zun Rays, which makes the most feature-rich sleeves on the market. Her big addition was a series of built-in stretch pockets that comfortably hold everything from gels to pepper spray as you move down the road or up the trail. She also used high-end 50+ UPF fabric that wicks moisture and stays in place even during an all-day adventure. “Many traditional options can feel bulky, hot, restrictive, or inconvenient,” Raymond says. “I wanted to create something that felt easier to wear, more functional, and better suited for active lifestyles.”
Customers can buy simple white or black sleeves, but Zun Rays also offers several creative options including Ramyond’s original Manta Ray design. Going forward, the sky is the limit for designs and Raymond says she’s excited to partner with brands that want to put their logo on Zun Ray sleeves and use them as swag and branding assets. The ultimate goal would be to partner with the NFL and offer fans a unique way to protect their arms while also showing team spirit.
Joe Bissonnette, Sky View Tents
One of the main reasons people camp is to sleep under the stars. But instead of actually sleeping under the stars, they sleep under a view-blocking rainfly because they’re afraid of getting soaked in the middle of the night. Joe Bissonnette’s solution was a tent where the rainfly is located inside the tent so campers can leave it off during clear nights but then close it shut without leaving the tent if a storm moves in. “Our internal rainfly allows campers to not use the rainfly by default, and greatly increases the frequency that campers can spend full or partial nights directly under the stars, an awe inspiring experience,” Bissonette says.
Unlike other rainflys that have to be spread out and then clipped onto the tent, the rainfly in a Sky View tent simply unrolls from one side and gets stretched across the inside—a process that takes seconds instead of minutes. The company’s XL version is a three-season car camping tent that’s big enough for two adults and two kids and made from high-quality material like 210-denier polyester ripstop fabric with a 5000PU waterproof coating. The company’s Backpacker tent is a slightly smaller two-person version that comes with the same rainfly technology and is light enough to haul deep into the backcountry.
Why These Founders Matter
Founders like these demonstrate what happens when founders listen to the needs of the outdoor community and respond with thoughtful, human-centered design. For retailers, these brands represent the kind of innovation your customers crave: practical solutions that enhance functionality, ease of use, and quality of life outdoors.
Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.
57hours Adventure Race to Anchor Outdoor Retailer 2026 Minneapolis Show on August 21st
Marquee outdoor activation brings creators, media, retailers, and exhibitors into Theodore Wirth Park, with Greenland trip as the grand prize
MINNEAPOLIS, June 2, 2026 — 57hours, a platform for adventure travel, today announced it will host the 57hours Adventure Race on August 21st during Outdoor Retailer 2026, creating one of the show’s signature outdoor experiences in Minneapolis. About 150 participants are expected to take part, including show attendees, creators, journalists, retailers, and outdoor industry leaders.
“This event illustrates exactly what makes Outdoor Retailer more than a trade show,” said Matthew Mathiasen, group show director, Emerald. “We look forward to introducing the show to Minneapolis’ great urban outdoors.”
The limited-capacity event takes place Friday, August 21, from 7:00–9:00 AM at Theodore Wirth Park in Minneapolis. Designed as a high-energy extension of the trade show, the race moves Outdoor Retailer beyond the convention center and into one of the city’s premier outdoor spaces.
The race combines route choice, navigation, hidden checkpoints, teamwork, and outdoor challenges. Participants may compete solo or in teams, with the winner earning a spot on a Greenland adventure trip available through the 57hours platform. Additional prizes and sponsors to be announced closer to race date.
A Race Built for Minneapolis
Theodore Wirth Park provides a rare urban race setting, with trails, woods, lakes, and easy access from downtown Minneapolis. The park has a detailed trail and orienteering map, making it well suited for an adventure race built around navigation and strategy.
The nonprofit Minnesota Orienteering Club is partnering with 57hours to design the course and manage race-day logistics. Orienteering USA has provided sponsorship and support as part of its mission to introduce more people to the sport of orienteering. Additional support comes from the Loppet Foundation, a Minneapolis-based nonprofit connecting over 40,000 people to the outdoors every year.
A Creator-First Outdoor
Creators and media participants will be encouraged to document the experience across Instagram, TikTok, YouTube, podcasts, newsletters, and other channels. Content creation is part of the experience, with bonus opportunities tied to storytelling and live social media.
“Outdoor Retailer brings together the people shaping the outdoor industry,” said Viktor Marohnić, founder of 57hours. “This race gives them a way to experience Minneapolis through movement, navigation, and teamwork in a unique urban setting.”
In addition to the event, 57hours will exhibit on the Outdoor Retailer trade show floor. Brands, retailers, creators, and media are encouraged to visit the booth to learn about new partnership programs with 57hours and its network of more than 2,000 mountain guides and outdoor professionals.
The Adventure Race follows a guided OR Urban Experiences Hike hosted by 57hours on Thursday, August 20, from 8:00–9:00 AM. Both experiences are open to registered Outdoor Retailer attendees, creators, exhibitors, and media.
Race participants can sign up by filling out this form, or live at the 57hours booth during the first day of the show.
About 57hours
Founded in 2021, 57hours is a platform that connects travelers with certified local guides for outdoor adventures around the world. The company offers curated, multi-day experiences across hiking, climbing, backcountry skiing, mountain biking, and other guided outdoor activities. 57hours works with top-tier certified guides and outfitters to make planning complex adventure trips more accessible, transparent, and safe for travelers of all kinds.
Media Contact: Nika Marohnic, nika@57hours.com
About Outdoor Retailer
Outdoor Retailer is where the outdoor industry comes together to move the business of the outdoors forward. Designed in collaboration with brands, retailers, and industry leaders, the event creates space for connection, practical education, and the discovery of innovative products shaping the future of outdoor recreation. Outdoor Retailer is where the outdoor industry gathers to connect, collaborate, and take ownership of what comes next – #MakeItYours. Learn more about and #MakeItYours at outdoorretailer.com
Media Contact:
Chris Goddard, CGPR, chris@cgprpublicrelations.com
(781) 640-8387 or marybeth@cgprpublicrelations.com
Starting a business is hard. Starting one that solves a problem you’ve lived yourself? That’s a different kind of motivation. This week’s Founder Friday features two entrepreneurs who turned personal frustrations into products built for the outdoors — one for the chaos of family ski trips, and one for anyone who’s ever worried about their phone meeting a watery end.
This week’s entry to the Founder Friday Series is Danielle Goikhman of Wolfpack, and Dan Martinson of Booe.
Danielle Goikhman, Wolfpack
Packing for a ski trip is the worst. And it’s even harder when you have kids. Keeping track of the outerwear, gloves, helmets, goggles, socks, and buffs feels nearly impossible. That’s why Danielle Goikhman launched Wolfpack, which makes a gear hauling solution called the Alpha Family Pack. The outside is a 36-inch-long soft case that holds up to five well-sized packing cubes, and each cube holds all the clothing and accessories for one family member. “What started as a personal pain point turned into a purpose-driven product designed to simplify family travel and get people focused on the experience, not the logistics,” Goikhman says.
Built from reinforced water-resistant materials, the pack comes with wheels and a telescoping handle so it can be hauled through airports, checked on airplanes, and tossed around ski areas lodges. “The idea was to combine durability with thoughtful compartments so every piece of gear has a place… and to replace the need for multiple bags and make travel significantly easier,” Goikhman says. Once Wolfpack has become a well-trusted companion for ski families, the plan is to take this same approach and apply it to all aspects of family travel. “Our goal is to become the go-to solution for organized, stress-free adventure travel, whether that’s snow, camping, beach, or beyond, while continuing to innovate around real family needs,” she says.
Dan Martinson, Booe
Newer phones will survive in a downpour or if you drop them in a toilet. But if you want to take your phone snorkeling and swimming, or want to make sure it doesn’t sink if tossed off your standup paddleboard, you’ll need a floatable waterproof case. That’s where Booe comes in. The company, based in Minnesota, makes a waterproof pouch with an attached lanyard, as well as a waterproof shoulder/fanny pack, both of which are designed for people who play in the water and never want to worry. The products are built around the company’s proprietary, toothless zipper that makes their bags waterproof, submersible, and buoyant. Clear panels on both cases allows users to access the touch screens without removing the phones, and there’s a wide variety of bright, beach-friendly colors.
After lots of success online, Brenton Schulze, the Vice President of Sales, says Booe plans to expand its brick-and-mortar footprint and continue building a customer base that’s looking for products at the intersection of adventure and fashion. There will also be a push for continued innovation. “There’s something to be said for the fact that small gear brands like ours tend to be built by people who live the lifestyle,” Schulze says. “The founders, the designers, the people answering customer emails are often the same ones out on the water on weekends. That proximity to the experience creates better products, full stop. It’s harder to lose sight of what actually matters when you’re using the gear yourself.”
Why These Founders Matter
Founders like these demonstrate what happens when founders listen to the needs of the outdoor community and respond with thoughtful, human-centered design. For retailers, these brands represent the kind of innovation your customers crave: practical solutions that enhance functionality, ease of use, and quality of life outdoors.
Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.
Leaders from Alpenglow Sports, Black Diamond, Locally, Outsize Consulting, Red Wing, and Tersus Solutions to examine retail transformation, consumer shifts, and the future of outdoor innovation
Photo courtesy of Shop Eat Surf Outdoor
MINNEAPOLIS, Minn. (May 27, 2026) – Outdoor Retailer, the platform for connection, learning, and outdoor innovation, today announced the closing keynote for Industry Day: author, skier, ultrarunner, and DEI consultant Mirna Valerio. Industry Day takes place August 19th from 1:30 p.m. to 5:00 p.m. at the Minneapolis Convention Center.
Outdoor Retailer’s Industry Day is a leadership forum that convenes retail leaders, brand executives, innovators, and researchers for a fast-moving, ideas-driven exploration of the forces reshaping the outdoor industry. The afternoon stage program will focus on consumer behavior, innovation, technology, and the evolving structure of outdoor commerce.
“Industry Day gathers the outdoor community together around the ideas, innovations, and conversations shaping the future of our industry,” said Matthew Mathiasen, group show director, Emerald. “Mirna embodies resilience, inclusion, authenticity, and expanding who feels welcome in outdoor spaces. Her perspective and story will leave attendees inspired, while reinforcing the importance of building an industry that reflects and serves a broader, more diverse community.”
The program includes “The Big Debate: Is the Independent Shop the Future of the Outdoor Industry?” moderated by Mike Massey, founder of Locally, featuring Neil Fiske, president of Black Diamond, Brendan Madigan, founder of Alpenglow Sports, and Dana Caraway, founder and owner of Caraway & Co. The session addresses whether independent specialty retail remains the industry’s innovation engine or whether broader market shifts are redefining its role.
Next, “The New Customer Code: Getting Gen Z & Winning with Women” examines how generational change and women’s purchasing power are reshaping retail strategy. Moderator Kristin Hostetter leads Sara Lawhead, vice president of ThackerNYC, Jamie Kvamme, director of marketing at Red Wing Shoe Company, and Nadah Feteih, founder of Ma’wa Collective, in a discussion on values-driven consumption and evolving consumer identity.
“The Gear of Tomorrow: Wearables, Smart Tech & Innovation” follows, focusing on how technology is being embedded into performance systems. Moderator Peter Sachs is joined by Lucy Dunne, co director and founder of the University of Minnesota Wearable Technology Lab, Dustin English, Chief Experience Officer of VOORMI, and Kristoffer Stokes, founder and principal scientist of Geisys Ventures, to examine how wearable tech and smart textiles are reshaping outdoor equipment and apparel.
“The Tools of Tomorrow: AI & The Circular Economy” expands the conversation to systems level change. Moderator Peter Whitcomb, CEO of Tersus Solutions, leads Ramiro Gomez, co founder of Alpaka, Barruch Ben Zekry, senior director new business models at VF Corporation, and Aaron Provine, president of Geartrade, in a discussion on how AI, e-commerce, and circular systems are reshaping supply chains and unlocking new business models.
Closing the program, Mirna Valerio will speak on belonging and her work to expand who feels seen and welcomed in endurance sports and outdoor spaces. A former educator and cross country coach, she is the author of A Beautiful Work in Progress. After recommitting to running following a health scare in 2008, she launched her blog Fatgirlrunning, which became a widely followed platform documenting her journey as a larger bodied endurance athlete and advocate for inclusion in outdoor sports.
The event will conclude with a special evening rally in partnership with Save the Boundary Waters, bringing together the outdoor community in defense of the Boundary Waters Canoe Area Wilderness amid renewed federal efforts to roll back long standing protections and reopen the region to mining activity. The event features National Geographic adventurers and advocates Amy Freeman and Dave Freeman, alongside ultrarunner and Minnesota state representative Alex Falconer, underscoring the industry’s continued engagement in conservation and public lands advocacy.
About Outdoor Retailer
Outdoor Retailer is where the outdoor industry comes together to move the business of the outdoors forward. Designed in collaboration with brands, retailers, and industry leaders, the event creates space for connection, practical education, and the discovery of innovative products shaping the future of outdoor recreation. Outdoor Retailer is where the outdoor industry gathers to connect, collaborate, and take ownership of what comes next – #MakeItYours. Learn more about and #MakeItYours at outdoorretailer.com
Media Contact:
Chris Goddard, CGPR, chris@cgprpublicrelations.com
(781) 640-8387 or marybeth@cgprpublicrelations.com
For this week’s Founder Friday series, we’re spotlighting more founder-led brands who will be exhibiting on the show floor at Outdoor Retailer this August.
Brooke Skinner of Snow Glow and Lily Warnke of Tender showcase what it means to bring unique products to the outdoor market. Skinner’s brand pairs retro ski style with modern performance, while Warnke is rethinking activewear through clean materials and intentional design. These founders reflect the kind of thoughtful innovation and distinct point of view that make new brands worth watching.
Brooke Skinner, Snow Glow
Brooke Skinner and her husband Adam Reich have a whacky collection of vintage ski jackets they bought at thrift stores and inherited from family. Every time they broke out their retro kit fellow skiers would stop and ask where they found such playful ski apparel. “There was clearly an emotional connection people had to vintage ski style — the colors, the personality—but not many brands were bringing that feeling into modern outerwear,” she says. To fill the gap, Skinner and her husband started Snow Glow, which now offers a full line of classic ski jackets, bibs, and onesies.
All their apparel is made with modern waterproof fabrics and comes with updated tailoring, but the styling is pure 1980s. “Every piece is designed to feel joyful and memorable without sacrificing quality or performance,” Skinner says. The plan from here is to eventually offer a full lifestyle line that carries forward their blend of performance and fun.”At the end of the day, outdoor culture always becomes more interesting when there’s room for different voices and different interpretations of what the outdoors can look and feel like,” Skinner says.
Lily Warnke, Tender
Lily Warnke loves activewear. But after years of wearing apparel from major brands she was fed up with the designs and the materials. She didn’t want to buy synthetic fabrics that shed microplastics or wear products that had so many pockets she lost count. To simplify, she searched high and low for a nontoxic, next-generation, cradle-to-cradle certified elastane alternative and eventually landed on a blend of organic cotton and microtencel. Next, she created a restrained design that allows her products to be functional but sleek.
Finally, she created a supply chain that partners with European, women-owned B Corps for materials and manufacturing. The result is Tender, Warnke’s activewear line that will officially launch at Outdoor Retailer. “Outdoor Retailer’s community is one that cares about getting people moving, healthy, and engaged with the world around them—and I think that’s exactly where Tender belongs,” Warnke says. “We’re thrilled to be in a room full of buyers, press, and makers who care about product integrity. For a brand at our stage, it’s a chance to meet our people. We’re small, we’re focused, and we think that’s going to stand out.”
Why These Founders Matter
Founders like these demonstrate what happens when founders listen to the needs of the outdoor community and respond with thoughtful, human-centered design. For retailers, these brands represent the kind of innovation your customers crave: practical solutions that enhance functionality, ease of use, and quality of life outdoors.
Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.