The Future of Ski Gear: Sustainability, Growth & Business Lessons with Hagan Ski’s Mike Hogan

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 skiRebuilding retail relationships after shifting to DTCProduct development for niche sports like backcountry & ski-moCreating authentic brand content with athletes and ambassadorsBusiness strategies for balancing premium perception with scaleKey Takeaways from This EpisodeTransparency builds trust—especially when rebuilding relationshipsEco-efforts don’t always succeed on the first try, but they still matterA well-curated ambassador program tied to retailers can supercharge growthCreating community events like Uphill Fridays boosts brand visibilityEducating your audience (even on basics) creates long-term loyaltyPeople and Resources Mentioned in This EpisodeMike Hogan (Owner | HAGAN Ski Mountaineering USA) emailHagan Skis websiteHagan Skis instagramRagnar websiteNAIA (National Association of Intercollegiate Athletics) websiteNCAA (National Collegiate Athletic Association) websiteISMF (International Ski Mountaineering Federation) websiteRoxa Ski Boots websiteATK Bindings websiteKohla websiteSkimo Co websiteOutdoorly websiteRide Workshop websiteProtect Our Winters websiteConnect with Becca:Après Business Podcast EmailFall Line Digital WebsiteFall Line Digital InstagramLove the episode? Subscribe & leave a review to help other business owners find the show!