What happens when a lifelong skier buys the ski brand he’s obsessed with? In this episode, Becca sits down with Mike Hogan, the CEO of Hagan Skis North America, to talk about how his love for the sport led to one of the boldest career pivots you’ll ever hear. From storing skis in his kids’ bedrooms to building partnerships with shops across the country, Mike shares the gritty, unconventional path of growing a niche brand in a legacy industry. This one’s full of insight, laughs, and pure passion—whether you're a skier, business owner, or just someone chasing a dream.
Quotables:
- “I didn’t buy Hagan in 2020 during the COVID boom—I bought it after the pop. That was intentional.” — Mike Hogan
- “We started with nine shops carrying Hagan—now we’re at 22 and climbing.” — Mike Hogan
- “If you want to build a brand in this space, you have to show up. Sometimes it’s as simple as walking into the shop with your dog and your skis.” — Mike Hogan
What You’ll Learn:
How Mike Hogan discovered and purchased Hagan Skis North America
Building a brand in a niche industry after the pandemic boom
The importance of retail partnerships vs. direct-to-consumer
Transitioning from a career in sales to the CEO seat
Passion, grit, and the business of outdoor sports
Key Takeaways from This Episode
Sometimes the best time to buy is after the boom—not during it
Getting into retail requires effort, relationships, and showing up in person
Your personal passion can absolutely be the foundation of a thriving business
Don’t underestimate the power of demoing physical products
Growth is possible even in legacy industries—if you modernize the model
People and Resources Mentioned in This Episode
Mike Hogan (Owner | HAGAN Ski Mountaineering USA) email
Hagan Skis website
Hagan Skis instagram
Ragnar website
NAIA (National Association of Intercollegiate Athletics) website
NCAA (National Collegiate Athletic Association) website
ISMF (International Ski Mountaineering Federation) website
Roxa Ski Boots website
ATK Bindings website
Kohla website
Skimo Co website
Outdoorly website
Ride Workshop website
Protect Our Winters website
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