Image of [Part 2] The Future of Ski Gear: Sustainability, Growth & Business Lessons with Hagan Ski’s Mike Hogan

[Part 2] The Future of Ski Gear: Sustainability, Growth & Business Lessons with Hagan Ski’s Mike Hogan

  • April 07, 2025
  • |
  • The Après Business Podcast

In Part 2 of this conversation, Becca dives deep with Mike Hogan on the challenges and opportunities of growing a niche outdoor brand in a rapidly changing retail landscape. From experimenting with a 100% locally sourced ski to rebuilding trust with retailers after a DTC misstep, Mike shares the real (and raw) stories behind the growth of Hagan Skis. Whether you sell gear, apparel, or products online, this episode is packed with insights on scaling, sustainability, and staying true to your brand’s roots.

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Quoteables:

  • “At one point, we had skis in the basement, poles in my son’s room, and skins in my daughter’s. That’s how all-in we went.” —- Mike Hogan

  • “Our best marketing tool is getting people on the skis. 50% of people who demo them buy them.” —- Mike Hogan

  • “Just be present. I wouldn't say that you have to actually walk through the door, although that really helps.” —- Mike Hogan

  • “There's a lot of ways to get your brand across to people and to get your value proposition. But don't be afraid to talk to someone and to just say, what are the challenges that you're facing and how can we help you with those? People are willing to tell you what you can do to help.” —- Mike Hogan
     


What You’ll Learn:

  • Hagan’s attempt to build a fully local, sustainable ski

  • Rebuilding retail relationships after shifting to DTC

  • Product development for niche sports like backcountry & ski-mo

  • Creating authentic brand content with athletes and ambassadors

  • Business strategies for balancing premium perception with scale



Key Takeaways from This Episode

  • Transparency builds trust—especially when rebuilding relationships

  • Eco-efforts don’t always succeed on the first try, but they still matter

  • A well-curated ambassador program tied to retailers can supercharge growth

  • Creating community events like Uphill Fridays boosts brand visibility

  • Educating your audience (even on basics) creates long-term loyalty




People and Resources Mentioned in This Episode


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