In Part 2 of this conversation, Becca dives deep with Mike Hogan on the challenges and opportunities of growing a niche outdoor brand in a rapidly changing retail landscape. From experimenting with a 100% locally sourced ski to rebuilding trust with retailers after a DTC misstep, Mike shares the real (and raw) stories behind the growth of Hagan Skis. Whether you sell gear, apparel, or products online, this episode is packed with insights on scaling, sustainability, and staying true to your brand’s roots.
Quoteables:
“At one point, we had skis in the basement, poles in my son’s room, and skins in my daughter’s. That’s how all-in we went.” —- Mike Hogan
“Our best marketing tool is getting people on the skis. 50% of people who demo them buy them.” —- Mike Hogan
“Just be present. I wouldn't say that you have to actually walk through the door, although that really helps.” —- Mike Hogan
“There's a lot of ways to get your brand across to people and to get your value proposition. But don't be afraid to talk to someone and to just say, what are the challenges that you're facing and how can we help you with those? People are willing to tell you what you can do to help.” —- Mike Hogan
What You’ll Learn:
Hagan’s attempt to build a fully local, sustainable ski
Rebuilding retail relationships after shifting to DTC
Product development for niche sports like backcountry & ski-mo
Creating authentic brand content with athletes and ambassadors
Business strategies for balancing premium perception with scale
Key Takeaways from This Episode
Transparency builds trust—especially when rebuilding relationships
Eco-efforts don’t always succeed on the first try, but they still matter
A well-curated ambassador program tied to retailers can supercharge growth
Creating community events like Uphill Fridays boosts brand visibility
Educating your audience (even on basics) creates long-term loyalty
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
Connect with Becca:
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