In this episode of Outdoor Unfiltered, host Eoin Comerford explores why iconic retailers like Wilderness Exchange, Summit Hut, and Midwest Mountaineering are facing new challenges.

We look at why expanding specialty chains like Gearhead Outfitters, Half-Moon Outfitters, and Mountain High Outfitters are shifting toward apparel and footwear over technical hard goods.

Eoin is joined by industry legend Wes Allen, President of Sunlight Sports and former leader at REI, Chacos, and the Grassroots Outdoor Alliance (GOA). Together, they break down the critical delineation between the "Outdoor Economy" (activity-based) and the "Outside Economy" (lifestyle-based). They discuss why brands like Vuori, On, Patagonia, The North Face, Marmot, Hoka, and Merrell are navigating a complex landscape of technical authenticity versus mass-market appeal. We also dive into how OIA participation data can be misleading and how Amazon and ecommerce has impacted out the equipment business.

Timestamps:

• 00:00 – Intro: The closing of iconic shops like Wilderness Exchange and Midwest Mountaineering.
• 01:30 – The shift from hard goods to apparel: Insights from Town to Trail Outfitters.
• 03:15 – 5 factors killing the equipment-centric model.
• 09:40 – Introducing Wes Allen: A life spent at REI, Chacos, and Sunlight Sports.
• 12:15 – Defining the Outdoor Economy vs. the Outside Economy.
• 15:00 – The "Lifestyle" giants: How The North Face and Patagonia paved the way.
• 18:30 – The rise of Vuori and On: Why lifestyle brands are winning the floor space.
• 22:15 – The Sustainability Gap: Why eco-friendly tech often loses at the register.
• 25:40 – Debunking OIA data: The questionable $271 billion sales number.
• 30:20 – The Big Agnes Down Jacket Lesson: Don’t build for the wrong channel.
• 33:50 – Closing thoughts: Can REI find its way back to the core? Should it?

Connect With Us:

We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries or whatever's on your mind!

• Host: Eoin Comerford
• LinkedIn: https://www.linkedin.com/in/eoincomerford/
• Email: outdoorunfilteredpod@gmail.com

Outdoor Unfiltered is a production of Rock Fight, LLC.

In this episode of Outdoor Unfiltered, we break down the high-stakes merger attempt between Rip Curl and Paul Naudé’s StokedHouse Unlimited, revealing why KMD Brands (owners of Kathmandu and Oboz) ultimately passed on the deal.

Eoin examines the cautionary tale of Solo Brands (Solo Stove, Chubbies, and Oru Kayak), analyzing how an "addiction" to D2C discounting and the fallout from their Snoop Dogg campaign impacted their valuation and wholesale relationships with giants like REI and Dick’s Sporting Goods. On the "Unfiltered Upside," we highlight the success of Youer, a Montana-based brand winning with a US-based supply chain. Finally, we sit down with Todd Buckley, owner of Town to Trail Outfitters, to discuss why a 1,900 sq. ft. specialty store with a full-service bar is the future of local retail.

[00:00] Introduction Eoin introduces the mission of the show: looking at the "why" behind outdoor industry headlines.

[00:46] The Rip Curl & StokedHouse Unlimited Merger

• Analysis of Paul Naudé’s bid to merge StokedHouse (Vissla, Sisstrevolution) with Rip Curl.
• Why KMD Brands Chairman David Kirk rejected the offer as "immaterial" and "misaligned."
• The history of Billabong’s debt and the lessons of private equity in surf.

[08:05] The Solo Brands D2C Trap

• How Solo Brands (Solo Stove) saw a 44% sales drop after retreating from aggressive D2C discounting.
• The impact of the Snoop Dogg "giving up smoke" campaign vs. real retail conversion.
• Why REI and Dick’s Sporting Goods pull back when brands undercut them on price.

[12:35] The Unfiltered Upside: Youer

• Celebrating Mallory Ottariano and her Missoula-based brand, Youer.
• The "drop-model" strategy that eliminates the need for 50% off coupons.

[15:15] Interview: Todd Buckley of Town to Trail Outfitters

• Why Todd opened a specialty store in Brighton, Michigan, in 2024.
• The importance of the "Milk of the Store": Why adding Lems and Danner footwear changed the business.
• Operating a full-service bar (serving Michigan beers) inside a 1,900 sq. ft. retail space.
• Collaborating with local peers like Running Lab.

Connect With Us:

We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship offers or whatever's on your mind.

• LinkedIn: Eoin Comerford
• Email: outdoorunfilteredpod@gmail.com

Eoin also takes a hard look at the slowdown of athleisure, exploring whether the category has reached peak saturation and what outdoor brands can learn from the rise of Vuori and Alo Yoga.

Later in the show, Kent Ebersole, President of the Outdoor Industry Association, joins the podcast to discuss the reboot of OIA Rendezvous 2026, where industry leaders gathered to tackle shared challenges and rebuild collaboration across the outdoor community.

Timestamps

1. 0:00 – 1:07 | Introduction Eoin introduces the episode's themes: Eddie Bauer's retail closure and the state of the athleisure market.
2. 1:08 – 4:40 | The Eddie Bauer "Vampire" Model A breakdown of Eddie Bauer’s third bankruptcy and how Authentic Brands Group’s licensing model sucks brands drink leaving debt-laden "husks."
3. 4:41 – 8:43 | Has Athleisure Peaked? Analysis of Lululemon and Athleta’s struggles versus the rise of Vuori and Alo Yoga. Eoin discusses why "technical stories" are failing while comfort and social-media-driven "cool factors" are winning.
4. 8:44 – 11:45 | The OIA Rendezvous 2026 Recap Kent Ebersole joins to discuss the reboot of the OIA Rendezvous in Denver and the importance of leadership coming together to solve shared industry challenges.
5. 11:46 – 14:32 | Key Takeaways from the Summit Discussion on the impact of AI (with insights from Microsoft), financial stress on P&Ls, and the core pillars of sustainability and participation.
6. 14:33 – 17:15 | The Soul of the Industry Highlights from Ryan Gellert (Patagonia) and Neil Fisk (Black Diamond) on innovation, stewardship, and the "energy in the room" when the industry collaborates.
7. 17:16 – 20:30 | What’s Next for OIA? Kent outlines the call to action, the upcoming April Town Hall, and why the Rendezvous will likely remain an intimate, leadership-focused annual event rather than a massive trade show.
8. 20:31 – End | Closing Remarks How to stay involved with the OIA and where to follow the podcast for future updates.

Outdoor Unfiltered goes beyond the headlines to explain what’s happening in the outdoor industry and why it matters.

Connect with Eoin: https://www.linkedin.com/in/eoincomerford/

Email the show: outdoorunfilteredpod@gmail.com

Outdoor Unfiltered is a production of Rock Fight, LLC.

After four straight years of losses REI is facing some tough financial realities — and payroll is squarely in the spotlight.

Eoin digs into what’s driving the decision, why payroll costs at REI are significantly higher than other retailers, and why a healthy REI still matters to the broader outdoor industry.

Also in this episode:

• Vail Resorts’ historically bad winter season
• Why ski resorts are still making money despite poor snow
• Eoin is then joined by Rock Founder and Outdoor Industry veteran, Colin True, to discuss the outdoor recreation economy’s “$1.3 trillion” headline number (and why it’s misleading) as well as the new brand campaigns from The North Face and Merrell.

Outdoor Unfiltered looks past the PR spin to explore what’s really happening in the outdoor industry and why it matters.

Connect with Eoin:https://www.linkedin.com/in/eoincomerford/

Email the show: outdoorunfilteredpod@gmail.com

On the Business Desk:

• Amer Sports & Anta: A deep dive into the $6.6B powerhouse. Why are they raising $750M despite 27% growth? We look at the debt, the margins, and the "Arc’teryx effect."
• The North Face vs. Merrell: Analyzing the pivot away from "misery marketing." Why TNF is taking a run at owning "Hiking" and what Merrell’s "Secret Garden" approach means for inclusivity.

The Insider Interview: Lloyd Vogel (CEO, Garage Grown Gear)

• The Ultralight Takeover: Why "Ultralight" isn't a niche anymore—it's just the new standard for backpacking.
• The "Boomer" Impact: How lighter gear is extending the longevity of the industry’s most loyal demographic.
• The Trade Show Tug-of-War: An unfiltered look at Switchback vs. Outdoor Retailer. Can small, cottage brands save the traditional trade show model?

Follow Outdoor Unfiltered on Apple Podcasts and Spotify to stay a step ahead of the competition.

Connect with Eoin: https://www.linkedin.com/in/eoincomerford/

Learn more about GGG: www.garagegrowngear.com

Host Eoin Comerford is joined by industry icon Kristin Hostetter (former Editor-in-Chief of SNEWS) to pull back the curtain on why sustainability is currently under fire and what the "Trump Tariffs" reversal actually means for your wallet.

In this debut episode of Outdoor Unfiltered, we move past the PR fluff to give you the "why" behind the headlines.

What we’re digging into today:

• The Supreme Court vs. The Tariffs: Eoin breaks down how brands might get their refunds and why your gear probably won't get cheaper anytime soon.
• Earnings Season Reality Check: What do the latest results tell us about where the market is heading? Why are footwear brands like Hoka and Birkenstock winning while the rest of the US market lags?
• Sustainability Under Attack: Kristin Hostetter shares her raw take on the repeal of scientific findings and why Patagonia’s latest "transparency report" is being called greenwashing by some and a blueprint by others.

Connect with us:

• Follow Eoin Comerford: www.linkedin.com/in/eoincomerford
• Email the show: OutdoorUnfilteredPod@gmail.com
• Rate & Review: If you enjoyed this deep dive, please leave a 5-star review!

Outdoor Unfiltered is part of the Rock Fight podcast network.

In this trailer, Eoin lays out the mission: honest conversations with insiders and experts about the forces shaping the industry — from innovation and branding to affordability, sustainability, and the real stories behind the headlines.

If you want to understand where the outdoor industry is headed — and why — Outdoor Unfiltered delivers the straight talk.

Follow now and get ready for the first episode dropping March 2.

Outdoor Unfiltered is part of the Rock Fight podcast network.