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Outdoor Unfiltered

Outdoor Unfiltered

Written by: Rock Fight LLC
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Want to know what's REALLY going on in the outdoor industry? Move past the PR speak and platitudes. Get the "why" behind the headlines with the unvarnished truth about the outdoor industry's biggest drivers. Host Eoin Comerford -- former CEO, marketer, and consultant -- brings two decades of industry scars and successes to the table. He’s calling out the missteps, celebrating the innovators, and dissecting the "playbook" used by the world’s leading outdoor brands and retailers. Alongside guest experts, Eoin dives into the topics that actually move the needle: - Market Drivers: Affordability, sustainability, and the "authenticity" gap. - Retail Reality: What’s actually happening on the floor vs. the boardroom. - Future-Proofing: Connecting you to the insiders shaping where the industry goes next. Stop skimming the surface. Hit play to get better informed, more connected, and a step ahead of the competition. It’s way more interesting down here.Copyright 2026 Rock Fight, LLC Economics Management Management & Leadership Politics & Government
Episodes
  • Is Screen Time Killing Outdoor Outings? Plus: Switchback’s 2027 Shakeup!

    Is Screen Time Killing Outdoor Outings? Plus: Switchback’s 2027 Shakeup!
    Jun 29 2026
    In this episode of Outdoor Unfiltered, host Eoin Comerford breaks through the PR speak to deliver critical insights on the outdoor industry's evolving landscape. First, we unpack the Outdoor Industry Association (OIA) 2026 Outdoor Participation Trends Report. While the participant base hit a record 183 million, actual outings are declining. Eoin looks at why screen time is the ultimate enemy and how Merrell is tackling this with their It Starts Outside campaign. Next, Eoin analyzes Switchback’s shocking shift to late May 2027 dates in New Orleans, navigating what a weekend trade show means for specialty retailers, Grassroots Connect, and the 360 Collective.Later, Mike Massey, Founder and CEO of Locally (and former GOA president), joins the show to discuss reviving the brand-retailer relationship. We dive deep into the math of D2C vs. wholesale contribution margins, why brands like Patagonia and Yeti succeed by prioritizing local retail, and how Locally’s new AI-powered ShopSense platform is helping reps and stores optimize regional product assortments for brands like Helly Hansen.Tune in for an unfiltered conversation on thriving in a channel-agnostic retail world, brought to you by our sponsors ENDVR and Crux Retail.Host: Eoin Comerford Guest: Mike Massey, Founder & CEO of LocallyTimestamps[0:00] – Intro & Episode Overview Eoin previews the three topics: the OIA Outdoor Participation Trends Report, Switchback 2027 dates, and the interview with Mike Massey of Locally.[0:23] – OIA 2026 Outdoor Participation Trends Report Kelly Davis's presentation at Switchback revealed a record 183 million outdoor participants in 2025 — 59% of Americans — up 1.6% from 2024 and nearly 20% above pre-COVID levels.[1:29] – The Dark Side of the Data: Declining Outings Per Participant Despite record participation, outings per participant have dropped 14% from COVID highs and 15% from 2016 peaks. Eoin traces the decline back to 2007 — the year the iPhone launched — arguing screen time is stealing outdoor time.[1:55] – 18–34 Year Olds & the Smartphone Problem The 18–34 age group is the only one showing declining participation rates, correlating with record levels of anxiety and depression tied to smartphone use.[3:09] – Industry Call to Action: "Put Your Phone Down" Eoin makes the case that addressing smartphone addiction is both a business and social imperative. He highlights Merrell's It Starts Outside campaign as a step in the right direction.[4:04] – Sponsor: Endeavor Endeavor connects brands directly to 140,000+ frontline retail associates for product education and sales incentives.[4:49] – Switchback 2027: New Dates Announced The show is moving to May 22–24, 2027 — a Saturday through Monday, the weekend before Memorial Day — shifting earlier rather than later to avoid June's crowded buying calendar.[6:02] – Pros, Cons & Eoin's Unsolicited Advice for Switchback Eoin weighs the challenges (retailers may be on the floor Memorial weekend) against opportunities and encourages Switchback to lean into the New Orleans weekend vibe with brand parties, partner packages, and an industry awards ball.[7:57] – Sponsor: Crux Retail Crux Retail designs custom retail fixtures for outdoor brands like Yakima, Dometic, Wahoo, and Clif Bar.[8:47] – Interview: Mike Massey, Founder & CEO of Locally Eoin welcomes Mike to discuss Locally's origin story — born out of outdoor retail (Massey's is a third-generation New Orleans chain) and funded by industry insiders — with a mission to use digital marketing to drive foot traffic to local stores.[9:22] – What Is Locally & How Does It Work? Locally aggregates real-time inventory from 70,000 retailers and uses digital tools to connect online shoppers to products available in local stores. Revenue comes ~80% from brand tools/data and ~20% from retailer transaction fees (3.5% on confirmed local pickups and same-day delivery).[13:52] – The Brand-Retailer Partnership Score Eoin introduces his scoring framework evaluating brands on two lenses: (1) how discount-heavy their D2C experience is, and (2) how well they promote retail partners on their site.[14:10] – Why Are Brands So Discount-Oriented? Mike and Eoin discuss how short-term investor pressure and siloed conversion-rate thinking have driven brands toward constant discounting, undermining retailer relationships built over decades.[15:41] – The Conversion Rate Trap Brands obsess over converting visitors on their D2C site, but lose sight of the 98%+ who don't buy — and those shoppers often end up on Amazon. Locally argues the online-to-offline journey should be treated as a continuous funnel, not separate channels.[18:04] – Showing Retailer Inventory on the Product Page (PDP) The highest-scoring partnership behavior: displaying local retailer inventory directly on a brand's product page so customers can find the right size/color at a nearby store. AB testing by major brands shows this actually ...
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    38 mins
  • Switchback New Orleans Reaction: Did The Show Work In Year 2?

    Switchback New Orleans Reaction: Did The Show Work In Year 2?
    Jun 22 2026

    What is the purpose of an outdoor trade show beyond sales?

    Live from the floor of Switchback in New Orleans, Eoin Comerford sits down with thru-hiking expert Shawnté Salabert (Gear Abby) to break down the hits, the misses, and the future of the outdoor tradeshow.

    In this episode of Outdoor Unfiltered, Eoin and Shawnté dive deep into reactions of the exhibit hall. From the highly anticipated US Participation Report presented by Kelly Davis to navigating the timing clash with regional shows like GOA, they examine what it takes to build a true national show. Plus, the duo doesn’t hold back on their unfiltered booth reviews, praising the stunning blonde-wood aesthetics of Snow Peak, Fjällräven, and Teva, while calling out the underwhelming setups from other brands.

    Tune in for an inside look at the latest gear innovations shaking up the market, including Dometic’s interchangeable tumbler system, GRAYL’s Carry Project pack line, Butt Napkins’ upcoming submarine bidet wand, Date Fix’s intense food culture mission, Rumpl’s clever cape clips, and the mouth-watering backpacking meals from Lux Fly. Whether you are a specialty retail buyer, a major outdoor brand, or a gear junkie, this episode is your ultimate backstage pass to the business and culture of the great outdoors.

    Then later in the show, Eoin sits down with Switchback Event Director Sean Smith to share his impressions and break some news about a time change for next year.

    Connect With Us

    We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries or whatever's on your mind!

    • Connect with Eoin Comerford: LinkedIn Profile

    Our Sponsors

    Support the brands that make this show possible:

    • ENDVR – The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel. Visit www.endvr.io.
    • Crux Retail – Creating bold retail displays for bold brands. Visit www.crux-retail.com.
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    41 mins
  • Bonus Episode! The Rock Fight Heads To Oboz

    Bonus Episode! The Rock Fight Heads To Oboz
    Jun 18 2026

    On this special bonus episode of Outdoor Unfiltered, Eoin welcomes the founders of The Rock Fight -- Colin True and Producer Dave Karstad.

    Colin and Dave share why they decided to go out on top with the Rock Fight at its peak, what drew them to their new roles at Oboz, and what lies ahead for them and the brand.
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    23 mins
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