Image of [Part 1] How Mike Hogan Took Hagan Skis from Passion to Powerhouse

[Part 1] How Mike Hogan Took Hagan Skis from Passion to Powerhouse

  • March 26, 2025
  • |
  • The Après Business Podcast

What happens when a lifelong skier and former ski racer buys the ski brand he’s obsessed with? In this episode, Becca sits down with Mike Hogan—CEO of Hagan Skis North America—to talk about the unconventional leap from brand superfan to owner. Mike shares how his passion for backcountry skiing, business savvy, and love of community collided when he acquired Hagan in 2023. They dig into the nuances of backcountry skiing vs. skimo, retail vs. DTC models, sustainability challenges, and why getting people on the skis is the best sales strategy. From heritage brand values to modern market shifts, this episode is a must-listen for anyone navigating niche outdoor industries.


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Key Takeaways for DTC & Outdoor Brands

1. Passion + Product = Powerful Origin Story
Mike didn’t just buy Hagan—he lived the brand first. He cold-emailed the founder after buying 7+ pairs of skis. That authenticity drives brand trust.

2. Getting Gear Into Hands Is Half the Battle
50% of people who demo Hagan skis end up buying them. Hands-on experience builds more trust than any ad campaign.

3. Retail Still Matters
Despite being mostly DTC at first, Hagan is intentionally growing its retailer footprint (from 9 to 22 shops). Consumers still value in-person advice and fitting, especially for technical gear.

4. Skimo vs. Backcountry: Know Your Audience
Understanding and educating customers on the nuanced differences (e.g., weight, racing, terrain) helps position the product and align it with buyer intent.

5. Sustainability Is Hard but Necessary
Efforts to build a fully locally sourced ski within 100km of the Austrian factory were admirable—but ultimately failed due to cost. Still, Hagan continues to invest in low-impact materials and long-lasting gear.

6. Retail + DTC = Coexistence, Not Competition
Mike emphasizes the need to support retail partners with demos, fair pricing, and merchandising while also meeting DTC customers where they are—online.

7. Community Sells
From Steamboat tours to uphill Fridays in Boulder, Hagan supports organic brand-building through real-world experiences and local connections.

Quotables

“I bought seven pairs of Hagan skis... then sent the founder a cold email. A few days later, we were skiing together and talking about buying the company.”

“Skiing is one of the only sports where you drill a hole in your product before you use it—and then you can’t return it.”

“Our skis are built to rip—light, narrow, and tuned to go downhill, which isn’t always the case in the backcountry category.”

“We make 20,000 skis a year. We’re not trying to be the biggest—we want to be the best.”

“You’ve got to support both sides: the retailer who can fit your boots, and the friend who recommends the skis over a post-race beer.”

“Sustainability isn’t just about materials—it’s about making skis that last, that people pass down, that don’t end up in a landfill after one season.”

“Retail partnerships aren’t dead. If anything, they’re our best way to grow the sport and the brand.”

“Uphill skiing in the Midwest? It’s happening. If that’s not proof the sport is growing, I don’t know what is.”


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