When Outdoor Element co-founder Mike Mojica told his dad in 2017 that he was leaving his well-paying aerospace career to turn his outdoor hardgoods side hustle in into his full-time job, his dad balked.
“He said, ‘Wait, you’re leaving this great job to start your own business?’ And I said, ‘Yeah, I’m going to be broke for a long time,’” Mojica told SESO.
But Mojica, whose father served in the military for 20 years and then worked in Veteran Affairs for another 20 years, is a fierce believer in the American dream. It was his dad who instilled in him the belief that he could chase any opportunity he wanted – his dad just didn’t expect him to take the entrepreneurial route.
With a lot of grit, sacrifice, and assistance from programs such as the Moosejaw Accelerator program run by ICE Lab, REI’s PAV Navigate Program, and REI Co-op’s Path Ahead Ventures, Mojica’s decision to join the outdoor industry is paying off. The Colorado-based maker of knives, survival gear, and multi-tools more than doubled its year-over-year sales in 2024, with the majority of its growth coming from wholesale. It did so while also decreasing discounts by approximately 50%. And in addition to launching new products such as The Scout ($49.95) and Flicker Feather ($49.95) knives, Outdoor Element made its first acquisition, buying Fiber Light, which makes fire-starting products. And Mojica and COO Joe Brown have officially moved their headquarters out of Mojica’s garage and into a warehouse.
Peace, Revelation – and Being Prepared
Mojica’s affinity for the outdoors was solidified when he moved to Colorado approximately 12 years ago. A friend asked him to hike a fourteener – a term he wasn’t yet familiar with. On the way up, a woman came hobbling down the trail, explaining that she had rolled her ankle about a mile back, but didn’t have a first aid kit with her. Mojica did and bandaged her up before sending her on her way.
When he reached the top, he wasn’t prepared for the emotions that came over him.
“I was like, ‘Why do I want to cry?’ It was emotional,” he said. “I just felt like it was my little Moses moment, like I’d almost seen the curvature of God’s creation.”
He learned that he could tap into creativity and spirituality when spending time outdoors.
“There’s peace and revelation out there,” he said. “But we need to be prepared.”
From Kickstarter to REI
Mojica and his former business partner’s first product, the Kodiak Survival Paracord Bracelet ($24.99), started in the same way every Outdoor Element product starts – with a Kickstarter campaign. The patented bracelet has a fire-starting buckle, fire tinder, and two fishing lines, and Outdoor Element raised approximately $50,000 through the campaign. That was followed by the Firebiner ($14.95), a multi-tool carabiner with six features including a fire-starter, screwdriver, utility blade, and more.
Gear by Outdoor Element. Photo courtesy of Outdoor Element.
“I think we have nine granted patents now, four pending, and a couple of trademarks,” Mojica said. Rather than raising money through venture capital or other means, Mojica said he has more control over the company when it’s crowdfunded. Before he launches a campaign, he surveys 120 loyal customers on a concept to get instant feedback and offers them 50% off if they complete a survey. Then a smaller group of what he calls micro influencers weigh in on prototypes he develops before bringing the campaign public. He has crowdfunded every product on offer and has no plans to change that strategy.
REI has been a major supporter of Outdoor Element, from investing in the company to providing mentorship and introductions to buyers at other retailers.
“Mike is a born inventor with a unique ability to develop his steady stream of ideas to market-ready products,” said Dan Kihanya, REI’s director of Path Ahead Ventures. “He interrogates every aspect of a product and focuses on the fine details that set his offerings apart from the rest.”
Outdoor Element’s best-selling products at REI are the Firebiner and the Contour Feather Adventure Survival Knife ($44.95). Kihanya said REI is dedicated to inspiring and enabling life outside for all, and it’s committed to building an outdoor industry that reflects the diversity of the broader population. Mojica’s focus on innovation, quality, and affordability, and his unique background that blends Mexican American and Native American heritage, means he brings a fresh perspective on the outdoor industry.
“Mike represents the new voices, different perspectives, and unique leadership that will move our industry forward, and inspire and enable more people to get outside,” Kihanya said. “We’re incredibly proud to contribute to Outdoor Element’s amazing journey.”
Mojica said the relationship makes a huge difference.
“The team at REI has been so gracious to give me time and look at my stuff,” he said. “It’s not always a yes, but most of the time, they want to see what I’m doing and they’re always encouraging. It’s been a massive uptick for Outdoor Element.”
In addition to REI, Outdoor Element can also be found in specialty shops, Ace Hardware, and 19 National Parks stores. While its wholesale accounts are growing, Outdoor Element’s direct-to-consumer sales have also grown, going from about 15% to 30% of the company’s sales in 2024, Mojica said.
Marketing and Affordability
This year, Mojica is focused on hiring sales reps – something he has found very challenging – and choosing from approximately 15 product ideas to bring to market.
Outdoor Element acquired Fiber Light in 2024. Photo courtesy of Outdoor Element.
Because he didn’t grow up with a lot of money and didn’t wear expensive brands, Mojica is committed to making his products as affordable as possible while ensuring they’re of the highest possible quality.
His knives, for example, are made with VG-10 steel, with 15.5% chromium, which he said is “well into” the stainless-steel category while still being affordable.
Social media marketing is challenging for Outdoor Element because knives are categorized as weapons. While they do post on platforms such as Instagram, email marketing and the trade show circuit have been crucial to the company’s success.
“I’ll go to a lot of shows like the Outdoor Retailer show, Aramark, and [I’ll go to] Public Lands Alliance next month,” Mojica said. He also attends gift shows such as the Smokey Mountain Gift Show. “We’ll spend a lot of money going to trade shows, talking to wholesale accounts.”
Mojica’s dad joined him at a consumer-facing show at Yellowstone National Park last year and got to see his son in action, doing what he loves and connecting with outdoor enthusiasts.
“At first he thought I was crazy, and now he’s so proud,” Mojica said, tearing up. “I started selling stuff, and afterwards, he was like, ‘I get it now. I get it now.’”
Kate Robertson can be reached at kate@shop-eat-surf-outdoor.com.
