The opening session explored how retailers are redefining the shopping experience to engage customers beyond simple transactions.

Moderated by Greg Thomsen, former managing director at adidas Outdoor USA, the panel featured Christy Sports CEO Pete LaBore, Water Stone Outdoors owner Holly Fussell, and Locally founder and CEO Mike Massey, who shared their strategies for creating memorable, immersive experiences that build lasting customer connections.

The discussion revealed how successful retailers are balancing experiential elements with sound business fundamentals and creating spaces that serve their communities while maintaining profitability in challenging times.

TrackFly founder and CEO Stephen Baird, ENDVR.io co-founder and CEO Steve Gendron, and Google Global Head of Vendor Operations, Marketing, and Business Development Joe Bush discussed how innovation is elevating customer experiences, streamlining operations, and driving growth across the outdoor industry.

The panel, also moderated by Greg Thomsen, shared practical insights about implementing AI and data-driven solutions.

The session provided a roadmap for businesses looking to harness technology’s power while maintaining the human touch that outdoor customers value.

Craig Rowley, chief marketing officer at Cotopaxi, Evin Catlett, global VP at Skullcandy, and Roger Hurni, co-founder and chief brand strategist at Off Madison Ave. shared how they’re adapting their marketing strategies to connect with consumers through authentic partnerships and social media engagement.

Moderated by Sunny Stroeer, owner of Dreamland Safari Tours and founder of AWExpeditions, the panel discussed their approaches to building authentic relationships with creators while adapting their strategies to meet consumers where they are across various digital platforms.

The day’s final session tackled some of the most challenging external pressures facing the outdoor industry, from tariffs and supply chain disruptions to sustainability demands and shifting consumer values.

Moderated by Sunny Stroeer, the panel brought together three leaders who shared strategies for building resilience in uncertain times: Jenni Staudacher, VP of supply chain at Salomon, Joleen Ong, senior director of brand and retailer membership at Cascale, and Laura Schaffer, VP of integrated marketing, brand amplification, and impact at Orvis.

The conversation demonstrated how industry leaders are balancing immediate business pressures with long-term sustainability goals and finding ways to turn challenges into opportunities for innovation and improved efficiency.