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111: Annelise Loevlie, CEO, Icelantic Skis

Channel Mastery

Release Date: 11/26/2019

121:  Jerod Foster, Associate Professor of Practice in the  Journalism and Creative Media Industries Department, Texas Tech University show art 121: Jerod Foster, Associate Professor of Practice in the Journalism and Creative Media Industries Department, Texas Tech University

Channel Mastery

This episode of Channel Mastery is quite different than our usual episodes, but I was so impressed with the program my guest leads for Texas Tech University that I wanted to share it with all of you. Jerod Foster is an Associate Professor of Practice in the Department of Journalism and Creative Media Industries at Texas Tech University. He’s also an editorial commercial photographer focusing on outdoor and conservation.   Foster, along with a team of Professor’s of Practice, lead an adventure media course and program at Texas Tech University designed to take the students out of the...

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120: Kristin Carpenter, CEO of Verde Brand Communications and Channel Mastery Host  show art 120: Kristin Carpenter, CEO of Verde Brand Communications and Channel Mastery Host

Channel Mastery

It’s solocast time, Channel Masters! In this show, we’re going to deep dive on three things you need to know for 2020 when it comes to successfully serving today’s connected shopper.    An entirely new decade is here and in just the first month of that decade, Amazon, Starbucks,  Anthropologie, Target and Nordstroms have all announced new retail and brand experience concepts. Keep in mind, Channel Mastery does not advocate that you stop what you’re doing and shift tactics to respond to what the majors and marketplaces are doing. However, we must study what they are doing...

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119: Rick Saez, The Outdoor Biz Podcast show art 119: Rick Saez, The Outdoor Biz Podcast

Channel Mastery

My guest today, Rick Saez, is host of The Outdoor Biz Podcast, and the author of a new book entitled, Trails to the Top: Outdoor Adventure Insider Stories and Advice to Manage Business and Grow Careers, which took form using the content from his first 65 episodes podcast episodes.    Obviously, I’m a huge proponent of podcasts as a messaging, discovery, engagement and even conversion channel for consumers today. That’s become Rick’s specialty - helping brands use podcasts to do just that.   In this episode, Rick and I explore the benefits and reach of podcasts, and how to...

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118: Jennifer Kriske, Machines for Freedom  show art 118: Jennifer Kriske, Machines for Freedom

Channel Mastery

Machines for Freedom Founder, Jennifer Kriske is my guest today on this episode of the Channel Mastery podcast. Kriske discovered cycling, like so many of us do, when she was working a job that entailed super long-hours, where she was always on. Cycling gave her the window to shut off work and re-invigorate.   She was a beginner cyclist, and that gave her a very clear view into the experience - meaning, there wasn’t anyone telling her what she should, or should not do. She noticed that she was not the only woman on her rides who was uncomfortable in the ‘kit.’ She also knew that,...

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117: Sutton Bacon and Darren Bush, Big Gear Show show art 117: Sutton Bacon and Darren Bush, Big Gear Show

Channel Mastery

I had the opportunity to sit down with Sutton Bacon and Darren Bush, the founders of Paddlesports Retailer and now, the . This episode is co-produced by , the leading source of multi-channel specialty brand communications, and , the source for outdoor active lifestyle industry news.  This show is positioned for “Main Street, not Wall Street,” and invites hardgoods manufacturers (no apparel), from outdoor, bike and paddlesports for the first time ever. It makes sense, all of these categories of outdoor active lifestyle do share a shopper. But the Big Gear Show is disruptive and is -...

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116: Kiri Masters, Founder of Bobsled Marketing and The Marketplace Institute  show art 116: Kiri Masters, Founder of Bobsled Marketing and The Marketplace Institute

Channel Mastery

My guest today is a well-known thought leader in the evolution of retail, more specifically, marketplaces. In this episode, you’ll meet Kiri Masters, the Founder of Bobsled Marketing, The Marketplace Institute and a Forbes contributor. As Amazon continues to change on a monthly, weekly (and sometimes daily) basis, it is Kiri’s mission to help specialty brands and businesses navigate the Amazon marketplace.  Kiri began her Amazon quest in the early days of the platform in 2012/2013. Needless to say, there were few, if any, resources available to support a specialty brand presence on...

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115: Mike Massey and Teddy Schiavoni of Locally show art 115: Mike Massey and Teddy Schiavoni of Locally

Channel Mastery

Mike Massey and Teddy Schiavano of Locally are back on another Channel Mastery episode just in time to kick off the brand-new decade!  Locally is a company that connects the brands and products found in thousands of stores with nearby, interested shoppers. I like to think of it as a triangulation of sorts between specialty retailer, brand and target consumer. Mike and Teddy, and the Locally team, are always evolving the how around their mission, because the consumer continues to evolve. Locally makes it easier to compete for the attention of today’s shopper, and therefore, it levels the...

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114: Jim Niehues, The Man Behind the Maps + Todd Bennett and Ben Farrow of Open Road Ski Company show art 114: Jim Niehues, The Man Behind the Maps + Todd Bennett and Ben Farrow of Open Road Ski Company

Channel Mastery

Algorithms have their place, but for specialty/artisan brands, emotive storytelling and a human over algorithm approach will continue to win the day. My guests today in this episode personify this. You’re about to meet the artist and team behind and . Note: This episode is co-produced by our friends at (SIA). James Niehues is The Man Behind the Maps. He’s literally defined on-snow resorts through his illustrated maps and is the point of terrain reference for countless skiers and riders. I challenge you to find a single skier or rider who isn’t familiar with his artwork.  When Todd...

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113: Chris Guillemet, CEO, velofix show art 113: Chris Guillemet, CEO, velofix

Channel Mastery

As Amazon Prime and Uber, along with other businesses committed to bringing convenience and personalization to today’s shopper, Chris Guillemet, CEO and co-founder of velofix, was busy with his two partners pioneering the mobile bike shop solution. That was six years ago, and a lot has changed with today’s omnichannel consumer and cyclist. In today’s Channel Mastery podcast, Guillemet and I discuss this evolution in the context of the future of the mobile bike shop. Where the channel is headed in the near future is not what you might expect.  Bike shops are still a strong go-to...

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112: Frank Ledwell, Publisher + Editor-in-Chief, Outdoorx4 show art 112: Frank Ledwell, Publisher + Editor-in-Chief, Outdoorx4

Channel Mastery

I’ve got a great guest to share with you on this episode of the Channel Mastery podcast; you’re going to meet Frank Ledwell, founder, Publisher and Editor-in-Chief at OutdoorX4 (pronounced “Outdoor by 4”).  His title is an adventure lifestyle publication that caters to people who access adventure with their vehicles. Wait, isn’t that all of us? Well, yes and no. And that’s why I thought it would be so great to host Frank on the Channel Mastery podcast!  Verde has a lot of clients who are hoping to genuinely serve people who classify themselves as “overland” fans, or...

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Annelise Loevlie, CEO at Icelantic Skis - This episode co-produced by Verde Brand Communications and the Snowsports Industries of America (SIA)

Unless you’ve been happily living under a rock, if you’re in the outdoor recreation industries, you’ve heard about specialty brand leader, Annelise Loevlie. She’s the beloved CEO of Icelantic Skis, a brand that’s figured out how to be concurrently established, yet also, new and young. Icelantic Skis are designed and manufactured in Colorado, and the brand is well known for changing it up in terms of distribution, events and brand activations. That’s what we’re here to talk about today; how Icelantic leverages a continually refreshed channel strategy. She and the team are constantly hacking what works with their channels to be where their brand fans and consumers want them to be. It focuses on wholesale partners, their own sell direct channel, and is driven by an innovative mix of content marketing, social media and good, old-fashioned embedding with their community in-person. How many CEO’s do you know who work a promotional sale with retail, in person, over the long Labor Day holiday - every single year? 

Back in 2006, Icelantic Skis won ISPO’s “Best Hardgood for the Year,” in Munich, Germany, which launched them in the ski industry world-wide. The team at Icelantic Skis has not stopped making headlines or catalyzing the conversation online since. 

In this episode, you’ll hear first-hand how Annalisa has led a direct-first brand through continual evolution of a multiple channel strategy driven by what their target consumer wants from them. Their strategies include unique approaches to the festival scene, innovative artistic partnerships, video content, consistent relationships with key brick and mortar shops, showcasing of product at resorts, online sales and more. Icelantic’s success is community-inspired and that can only work with an independent, yet nimble brand within the outdoor recreation industries. 

Annelise Loevlie is CEO at Icelantic Skis, an award-winning and internationally recognized ski brand with a stalwart and highly engaged following. The company prides itself on American craftmanship, top of the line materials and cutting edge graphic art.