As 2025 comes to a close, SESOÂ reached out to a wide range of industry leaders for their reflections on an unpredictable year, and what they are focused on for 2026.
Amy Beck joined Oboz as president in 2019 after the Bozeman, Mont.-based footwear company was acquired by KMD Brands, then known as Kathmandu Holdings. Since, Beck has steered the company through the pandemic and supply chain challenges, and more recently, navigated through economic uncertainty and increased tariffs.
Beck shared the business lessons she’s valued the most this year, and looked ahead to where she’s seeing opportunity in 2026.
What was the most important business lesson you learned in 2025?
Oboz President Amy Beck: It wasn’t necessarily a new lesson, but one that was heavily reinforced this year: control the controllables and keep the long game in mind. When the tariff volatility hit, we stayed grounded in our long-term goals and doubled down on scenario planning and leaned heavily on our partners for market intelligence. That discipline allowed us to plan with clarity instead of reacting to noise — the same way hikers are prepared for changing conditions on the trail.
What are your greatest concerns looking ahead to 2026?
Amy Beck: I’m mindful of the collision of consumer pressure and industry burnout. With inflation and uncertainty, wallets are shrinking, and retailers and reps are working harder than ever. Years of navigating crises, ranging from a pandemic to supply chain shocks, has depleted the industry’s resilience. Our industry has a very special culture, and we need to be mindful of keeping it positive by celebrating wins, sustaining momentum and keeping our teams engaged so they don’t burn out before the market turns.
What are you optimistic about for 2026?
Amy Beck: I am most optimistic about closing the gap between Oboz and our hiker. In 2026, we’re investing in digital tools that let us build direct relationships without legacy constraints. Knowing our community and learning from them will provide insights that build loyalty and ensure that every shoe we make delivers durability and comfort on the trail. But what excites me most is that, with the support of our parent company, we will amplify our genuine brand story louder than ever before in 2026. Oboz isn’t just footwear — it’s a gateway to outdoor experiences that change people’s lives.
Editor’s note — Don’t miss previously published reflections from:
- Burton Owner Donna Carpenter
- Herschel Supply Managing Director Lyndon Cormack
- Arc’teryx Senior Vice President Brand Marketing Karl Aaker
- Elevate Outdoor Collective CEO Josee LarocqueÂ
Kate Robertson can be reached at kate@shop-eat-surf-outdoor.com.
