Channel Mastery

In this episode, our guest is Dr. Len Necefer, Ph.D., CEO & Founder of NativesOutdoors – a native-owned athletic and creative collective. The company began as a social media project in March 2017 by Len Necefer (Diné), highlighting stories and photos of Native people in outdoor recreation and addressing the lack of representation of Indigenous people in the outdoor industry. The organization has expanded to providing advisory and consulting services to the outdoor industry on topics within the intersection of tribes, public lands, and outdoor recreation. NativesOutdoors is working directly with tribal governments, community organizations, and individuals on increasing access to outdoor recreation and connecting resources and opportunities within the outdoor industry. Dr. Necefer holds a Bachelor’s in Mechanical Engineering and a Doctorate in Engineering and Public Policy from Carnegie Mellon University. Previous to founding NativesOutdoors, Len has worked for the U.S. Department of Energy and, most recently, the University of Arizona.  The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering. Discussion points: Len’s impactful career and path to entrepreneurship with NativesOutdoors News roundup - Len presenting at the Sea Otter Classic Biden’s policy changes in 2021 to empower first nations Co-management and conflict at ancestral sites Native interest in living and working in their community Opportunities for teaming up in outdoor rec Impactful wins empowering native communities Getting involved - investing in the pipeline from Native communities for talent News Articles Mentioned: https://www.newyorker.com/culture/photo-booth/the-extreme-cyclists-of-the-navajo-nationhttps://www.kauffman.org/currents/opportunity-awaits-native-americans-and-entrepreneurship/https://santoantoniodopinhal.lumiar.co/5-sets-of-challenges-native-american-entrepreneurs/ Resources:

Today’s guest is Adam Ruggiero, Editor-in-Chief of GearJunkie. GearJunkie leads the outdoor industry in breaking news and product reviews in the active-lifestyle world. From offices in Denver and Minneapolis, GearJunkie’s journalists, writers, and video producers advance the conversation online and beyond. Millions of monthly readers follow GearJunkie online through multiple channels. Adam has been with the publication since 2015 when he started out as a news reporter. He spearheaded the creation of the GearJunkie podcast in 2018, holds a degree in journalism from the University of Minnesota, and was named Outdoor Media Summit’s "Editor of the Year” for 2022.  In this episode, you’ll hear Adam discuss his journey with GearJunkie and its current success, the changing landscape of media as a business, utilizing AI and chatbots in journalism and content creation as a helpful tool, and shaping future generations of media. The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.   Discussion points: GearJunkie and its increasing scope and momentum Outdoor media and where it’s headed Relationships, trust, and ethics in the media landscape YouTube and trucks The GearJunkie chatbot article, and the impact of AI Freelance writing, Grammarly, bots, and wabi-sabi Hopes for the future of journalism  Resources: GearJunkie Website GearJunkie Podcast GearJunkie’s Chatbot Article Adam Ruggiero LinkedIn Sea Otter Classic Summit, April 2023 Kristin Carpenter on LinkedIn Verde Brand Communications

Today’s guest is Jeremiah Bishop, a professional mountain bike racer in cross country, short track, ultra-endurance stage races, and gravel. Jeremiah is an athlete ambassador for Canyon Bicycles, a freelance cycling consultant, and a content creator (co-founder of the hit documentary series The Impossible Routes).  In this episode, you’ll hear stories about the beginning of The Impossible Routes in Hawaii, building up the stories and videos during the pandemic, meeting and partnering/co-starring with Tyler Pearce (aka The Vegan Cyclist), and how the relatable, vulnerable cycling stories resonate with so many people. The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy, and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.   Discussion points: Jeremiah’s backstory in biking and history with Canyon The first “impossible route” in Hawaii Building through the pandemic Seven days riding across the Mojave The low-fi appeal of Jeremiah’s unscripted video stories Canyon Bicycles - the partnership 2023’s Sea Otter Classic- stay tuned for a future episode on this Platforms, channels and the cycling industry – all in flux Tyler and Jeremiah’s chemistry and relationship The Europe trip - cycling is part of their identity Film premieres, swag, and fan activities What looks like it may be a disaster, ends up being amazing   Resources: Jeremiah’s website  The Impossible Route Website Jeremiah on Instagram  Offroad to Athens Documentary The Vegan Cyclist on YouTube Strava.com Canyon.com

Today’s guest is Alison Tetrick - professional cyclist, biochemist, storyteller, and entrepreneur. Alison is also a global ambassador focusing on brand activation, product development, and innovation. Alison believes sports, science, and stories can make a powerful difference in changing the world and loves to do the work to make it happen. She is passionate about creating opportunity, education, and access to cycling for all through scholarships and community engagement. You’ll hear how Alison was inspired to start cycling by her 60-year-old grandfather, her appearance on The Move podcast and partnership with Lance Armstrong, the new world that is opening up for women in cycling, and her hopes, thoughts and plans for the future of the sport. The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.   Discussion points: Alison’s backstory Promoting the Tour de France and women’s cycling Partnering with Zwift - visibility is viability The new career opportunities and benefits - women can choose to stay in the sport longer Launching a ground-breaking event and its exciting debut Looking into 2023 and the state of social media  Raising money for diversity and getting women on bikes with bandana sales Building and supporting this special community Resources: Saga Venture Zwift  The AMT Bandana Project Alison’s Website Alison on Instagram  Alison on Twitter  Alison on LinkedIn  The Move Podcast w Lance Armstrong Kristin on LinkedIn  Verde Brand Communications  Sea Otter Classic Summit, April 2023 

Today’s guest is Steve Lee, President of US Sales at Hot Chillys, a legacy outdoor recreation brand that has been leading the winter sports apparel industry since 1985. Their performance base layers include socks, leggings, turtlenecks, fleece, and accessory products, focusing on comfort and fun. Hot Chillys offers a comprehensive line of apparel for men, women, and children using next-level materials for seamless comfort, function, and fit. In this episode, you’ll hear how Hot Chillys progressed through the pandemic and has seen its sales double, with consumers rebounding and getting back to enjoying winter sports. You will also hear about how the brand re-tooled its packaging to reflect the brand's sustainability efforts and how Hot Chillys pricing strategy at specialty retail, big box stores, and even online channels like Amazon has been managed and controlled. As they say at Hot Chillys, ‘if you're not having fun, it's just not worth it.’” The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy, and communication agency serving the outdoor recreation industry.  Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering. Discussion Points How Steve got his start at Hot Chillys back in 1988 Hot Chillys’ expansion under Performance Apparel Product positioning, innovation, and marketing 2023 season expectations Retail strategies – price points and promotions Advice on inventory levels - demand negating discounts Bringing the brand and company through the pandemic Packaging now and then - reinventing for sustainability Staying true to brand legacy Amazon sales and MAP - relationship challenges