KORE Outdoors Podcast

Jonathan Audet and his two co-founders set out to build better skis. What they built instead may change entire industries. In this episode, Jonathan shares the story behind Ferreol Skis — a Quebec-based brand combining sustainability, in-house engineering, and a fierce love of skiing into one of Canada's fastest-growing ski companies. We also dig into Ferreol Technologies and the aluminum alloy they developed that the industry is calling the strongest in the world. From backyard experiments to Canadian military contracts to the French market, this is a masterclass in founder obsession and engineering-driven brand building.A few of the topics covered in this episode:From backyard experiments to the largest Canadian ski brandBuilding a sustainability-first ski company without sacrificing performanceThe world's strongest aluminum — developed for skis, destined for spaceGrowing internationally: How to use government resources to enter new marketsHiring intrapreneurs and the founder's guide to staying coachableLinksFerreol SkisWatch Jonathan & his co-founders' appearance on Dragon's DenFor more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/The KORE Outdoors Podcast is supported by the Province of British Columbia.

Dario Phillips, co-founder of Slowtide, built the surf industry's most recognizable beach towel brands by betting on a single product category and surrounding it with authentic art, meaningful collaborations, and a clear brand identity. In this conversation, Dario traces the full founder arc — from marketing director at Quiksilver to rolling the dice on 800 towels in a Venice Beach garage. He talks about the realities of licensing deals, co-founding remotely across two islands, and why a decade of building has taught him to trust his team's instincts over outside hires. He also shares how Slowtide is expanding beyond towels into outerwear and new product categories, while staying grounded in the values that started it all.A few of the topics from the conversation:Leaving Corporate Board Sports to Co-Found SlowtideThe Case for Category-Specific BrandsLicensing as a Growth StrategyCo-Founding Across Time Zones and IslandsFounder Confidence Over Outside HiresSustainable Growth and Giving BackLinks:SlowtideSlowtide's Custom ProductsSlowtide x New Balance Connect with Christian on LinkedInThe KORE Podcast is a production of the Kootenay Outdoor Recreation Enterprise. Learn more about KORE and the podcast: https://koreoutdoors.org/podcast The KORE Outdoors Podcast is supported by the Province of British Columbia.

David Kenworthy (MMGY Origin) and Michael Ruckert (Centium AI) break down what outdoor industry founders and marketers need to know about AI visibility. Learn how AI models train on internet content, why there's often a gap between how brands see themselves and how AI describes them, and what AEO (AI Engine Optimization) means for your business. From understanding tokenization to exploring vibe coding opportunities for startups, this conversation delivers actionable insights on positioning your brand in the AI era. Episode HighlightsHow AI Models Train: Understanding tokenization, word associations, and how AI predicts brand recommendations by indexing internet content to form probability-based responsesThe Brand Perception Gap: Why there's often a disconnect between how outdoor brands market themselves and how AI actually describes them to consumersCentium AI Platform & AEO Strategy: What AI Engine Optimization means, how to measure brand visibility across multiple LLMs, and where AI sources content about your productsLinksCentium.aiMMGY OriginSuperhuman.ai NewlsetterConnect with David on LinkedInConnect with Michael on LinkedInConnect with Christian on LinkedInFor more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/The KORE Outdoors Podcast is supported by the Province of British Columbia.

Tina Thompson grew Seniq's Instagram following from 10K to 42K in just one year - including 14K new followers in 30 days. In this conversation, she breaks down the exact playbook that transformed Instagram from a content channel into a revenue generator. Tina shares how she reduced her time commitment from 20 hours to just 5 hours per week while accelerating growth, the specific content strategies that unlocked hockey stick growth during the launch of their ski apparel, and how she uses trial reels and AB testing to optimize performance. This is the tactical Instagram masterclass every outdoor brand founder needs.Show HighlightsThis episode is a deeper-dive into the tactics that Tina laid out in her Substack post about Seniq's Instagram strategy. Here are the main topics Tina lays out in her post that we dive into in this episode:Be yourselfMost strategy is uselessConsistency is everythingDon't reinvent the wheelFun is keyUnlock & RepeatPinning worksGiveaways are a mustShow the productLo-fi > Hi-resThe best launches have a formulaA/B testing reels drives quick resultsLinks Tina's SubstackSeniq on InstagramTina on InstagramMallory Ottariano / Youer on InstagramBehind The Diary YouTube channelTiny Experiments bookThe KORE Podcast is a production of the Kootenay Outdoor Recreation Enterprise. Learn more about KORE and the podcast: https://koreoutdoors.org/podcastThe KORE Outdoors Podcast is supported by the Province of British Columbia.

Thor Tingey, CEO of Alpacka Raft, discusses what it takes to establish a new category in the outdoor industry and to build an independent, family-owned company. Twenty-five years after pioneering modern packrafting, Thor shares hard-won wisdom about balancing innovation with customer feedback, navigating explosive COVID-era growth, and why maintaining in-house production is critical to his long-term strategy. Thor explains how thoughtful, sustained growth and deep customer relationships define market leadership in the outdoor industry.Episode HighlightsDomestic manufacturing philosophy: Why in-house USA production preserves critical manufacturing knowledge that offshore production erodes.Establishing a new sport: The unique challenges and responsibilities of pioneering packrafting as a recreational activity and building a market category from scratch over 25 years.Customer-driven success metrics: Defining business achievement through authentic superfan stories rather than revenue numbers—when customers evangelize your brand unprompted, you've wonInnovation vs. feedback balance: Weighing when to push design boundaries versus listening to what experienced customers actually need in the fieldMarket leadership responsibility: Grappling with the ethical dimensions of being the category creator—from social media restraint to thoughtful product positioningLinks:KORE OutdoorsAlpacka RaftsSheri - a documentary about Thor's mom who was Alpacka's original founder & CEOAbundance - book Thor mentionsFor more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/The KORE Outdoors Podcast is supported by the Province of British Columbia.

Sam Digiambattista was shopping for a ski jacket when he discovered that Gore-Tex—the gold standard in outdoor fabrics for 50 years—is made with PFAS, harmful forever chemicals. Rather than accepting the status quo, the then-teenager decided to do something about it. In the two years since, Sam has developed his own PFAS-free waterproof breathable fabric and launched Indersity, a technical outerwear brand committed to environmental responsibility without sacrificing performance. At just 19 years old, Sam demonstrates remarkable conviction and values-driven leadership that makes you believe sustainable innovation is possible in the outdoor industry.Topics Covered:Why this teenager rejected the fabric standardFrom zero knowledge to proprietary fabric in two yearsSpeed wins: Building a technical brand without waiting for permissionTaking on investors to capitalize on an opportunityGetting athletes on board earlyStaying hands-on while growingLinks:IndersityKORE podcast episode with Alex LauverKORE podcast episode with Casey ShawFor more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/The KORE Outdoors Podcast is supported by the Province of British Columbia.

Pete Day of Mosko Moto reveals what it takes to build a premium adventure motorcycle gear brand from the ground up. He explains why product quality is the foundation of everything, how they design for hardcore users who demand maximum utility, and the balance between innovation and accessibility. Pete shares insights on maintaining premium status while staying within reach of working riders, building community through 50+ annual events and multi-day riding experiences, and growing his Instagram to 90K+ followers. The conversation ends with Pete's definition of success and why the interesting path beats the efficient one every time.A few topics from the episode:The product-first philosophy: "Nobody wants to be in your community if your product sucks"Designing for hardcore users: maximizing utility for riders who push gear to its limitsThe danger of detaching into an "ivory tower" of premium pricing and exotic materialsWhy Mosko attends 50+ events annually and hosts multi-day riding and camping experienGrowing a personal Instagram following to 90K+ while staying authentic to the sportLinksMosko MotoPete's Instagram @moskopeteKuiu Purple Cow by Seth GodinDusty Lizard campoutFor more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/The KORE Outdoors Podcast is supported by the Province of British Columbia.

Mike Blarowski, co-founder of Pinkbike and Shopify expert, joins the KORE Outdoors Podcast to unpack what he calls the Shopify Advantage—how outdoor brands can simplify e-commerce and build businesses that support their lifestyle. From early lessons at Pinkbike to helping founders optimize their online stores, Mike shares practical insights on using Shopify effectively, creating high-converting email flows, and adapting to the future of AI-driven search. This episode is a field guide for makers and entrepreneurs who want to grow online without losing their connection to the outdoors.What “the Shopify Advantage” means for outdoor brandsCommon e-commerce mistakes and how to fix themUsing email automation to convert visitors into loyal customersHow AI is changing SEO and online marketingThe best apps for your Shopify storeLearn more about KORELinks to what was mentioned on this episode:Iceberg Commerce (Mike's E-commerce Agency)Pixel Union ThemesGoogle PageSpeed InsightsGT MetrixSparkLayerKlaviyoCopy That copywriting courseCopy PosseShopify Apps:Locksmith Judge.me GorgiasMyWorksBetterReportsKNO CommerceMatrixifyConnect with Mike on LinkedInConnect with Christian on LinkedInFor more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/The KORE Outdoors Podcast is supported by the Province of British Columbia.

Cristina Ashbaugh, co-founder of Yardsale, shares how they reinvented the ski pole by adding magnets and modular design—starting with taped-together prototypes in her San Francisco apartment. With no industry experience, she and co-founder Kelly McGee launched their business unconventionally: through NYC subway ads, cold-calling ski shops as a "student researcher," and a rehearsed Shark Tank pitch that secured an investment from Kendra Scott. Cristina discusses tactical strategies, including DIY PR that landed Fast Company coverage, managing wholesale complexity with customizable products, why they're running their own fulfillment instead of using a 3PL, and expanding beyond ski poles into bags and technical apparel for the "90% of skiers."Learn more about KORE OutdoorsLinksYardsale websiteYardsale's Substack (Behind the scenes of building the brand)See their NYC subway ads & truck adsWatch their Shark Tank episodeSouth Park documentary about their creative process: 6 Days to AirConnect with Cristina on LinkedInConnect with Christian on LinkedInFor more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/The KORE Outdoors Podcast is supported by the Province of British Columbia.

Darren Rayner has been shaping how brands tell stories online for more than two decades. As the founder of Magnafire, a Vancouver-based creative agency working with Red Bull, Arc’teryx, and Lululemon, Darren shares how his early days running a snowboard apparel brand gave him a unique lens on content long before “content” was a thing. In this episode, we trace his journey from spray-painting t-shirts and hacking video streams in 2001 to leading a team producing some of the most effective short-form content in the outdoor industry today. Darren breaks down why short videos outperform long ones, how brands can use the “content pyramid” to stretch their budgets, and why founder-led storytelling matters more than ever. It’s a practical, inspiring conversation for any entrepreneur who wants to use video strategically without overcomplicating it.Learn more about KORE OutdoorsHighlights from the conversation:Darren’s apparel brand and the ahead-of-its-time content strategy that helped them growThe shift from long-form to short-form video and how brands adaptedMagnifier’s “content pyramid” framework for efficient content creationFounder-led storytelling and building trust through transparencyBrand vs performance marketing budgets (70/30 approach) and evolving funnelsConnect with Darren on LinkedInConnect with Christian on LinkedInLinks to things mentioned in the conversation:MagnafireZendaya x On Running - Zone DreamersSatisfy Running - I Think I Saw You On My Run TodayLiquid Death's YouTube ChannelGucci short film starring Demi Moore & Edward Norton For more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/The KORE Outdoors Podcast is supported by the Province of British Columbia.