SGBW_1618 by SportsOneSource

ISSUE 1618 May 2 , 2016

The Weekly Digital Magazine for the Active Lifestyle Market

2 SGBWeekly.com | MAY 2, 2016

CEO Group Publisher James Hartford jhartford@sportsonesource.com 303.578.7004

Editorial Director

THE INTERSECTION OF YOUR ACTIVE LIFESTYLE AND CAREER

David Clucas clucas@sportsonesource.com 303.578.7007

THE RIGHT TALENT IS EASY TO FIND IF YOU LOOK IN THE RIGHT PLACE

Senior Business Editor Thomas J. Ryan tryan@sportsonesource.com 917.375.4699 Associate Editor | Sports & Fitness Editor Jahla Seppanen jahla@sportsonesource.com 303.578.7008 Contributing Editor Charlie Lunan clunan@SportsOneSource.com 704.996.4463

Creative Director Teresa Hartford teresa@sportsonesource.com

Art Director Chris Loving-Campos chrislc@sportsonesource.com Media Sales Buz Keenan buz@sportsonesource.com 201.887.5112 Circulation & Subscriptions admin@sportsonesource.com 303.997.7302 SGB Media Print Magazine: SGB Digital Magazine: SGB Weekly Executive Newsletters: Sports Executive Weekly, The B.O.S.S. Report Email Updates: SGB Today Daily Emails: SGB Update, SGB Apparel, SGB Footwear, SGB Outdoor, SGB Sportsmans, SGB Sports & Fitness SSI Data SSIData.com Career Services SGBJobs.com

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ISSUE 1618 May 2, 2016

The Weekly Digital Magazine for the Active Lifestyle Market

MARKET REPORT 5 By The Numbers 7 Camping Gains Ground with Millennial and Minority Groups 8 Movers & Shakers 19 Industry Calendar

ONE-ON-ONE 9 Andrew Bydlon, Photographer Caveman Collective

RETAILER PROFILE 11 Ski Bum Business 101 Brendan Madigan, Specialty Retailer, Alpenglow Sports

FEATURES 14 Poles Apart Trekking and ski pole technology is at the ends 16 Capturing The Moment Action photography with cams, drones and other electronics, proves there's a market for versatile camera bags

EDITOR'S PICKS 18 The latest pole products and camera (or drone) bags

4 SGBWeekly.com | MAY 2, 2016

MARKET REPORT

BY THE NUMBERS 3 Days New reduced trade show schedule for Outdoor Retailer Winter Market 2017, from previous four days. Organizers also shifted the dates to January 10-12, pulling the show off the weekend.

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54,752 Finishers In last year’s AJC Peachtree10K Road Race in Atlanta, GA, retaining its top spot of largest running race in the United States; No. 2, the TCS New York City Marathon (49,365) and No. 3, the Bolder Boulder 10K (45,336) in Boulder, CO. 70 Million Plastic Bags Estimated to be eliminated annually by Adidas Group after it announced it would cease using them as shopping bags at its 14,000 global retail stores. $127.1 Million Eleven-year deal between Nike and the University of Michigan’s athletic department for the brand to be the official provider of apparel, footwear, travel bags, recovery wear, “smart products” like trackers and monitors, training equipment and protective eyewear for all sports teams at the University. The deal goes into effect August 1 and replaces Adidas. $191 Million Bid by tech company Nokia to buy French company Withings S.A. in order to expand into digital health tracking markets. $1.7 Billion U.S. economic impact of America’s game bird farms and hunting preserves according to the North American Gamebird Association (NAGA). 80,000 Square Feet Size of Gander Mountain’s latest new store in Monroeville, PA, which opened April 28. Gander now has 163 stores in 27 states. 1.6 Million Square Feet Size of Academy Sports + Outdoors newest distribution center in Cookeville, TN. It’s the company’s third such facility, which is expected to bring approximately 700 new jobs to the area over a five-year period. MAY 2, 2016 | SGBWeekly.com

UPCOMING ISSUES

2016 PRE-SHOW ISSUE

VO LU M E 4 6 I I S S U E 3 VOLUME 49 ISSUE 2

2016 SPRING ISSUE

2016

RETAIL TOP THE 2016

40 UNDER 40

SGB Ranks the 100 Top U.S. Sporting Goods Retailers in 2015

THE YOUNG LEADERS WHO ARE TRANSFORMING THE INDUSTRY

COMING IN JUNE 40 UNDER 40 CELEBRATING THE INDUSTRY'S BEST YOUNG TALENT

COMING IN JULY RETAIL TOP 100 THE MOST POPULAR ISSUE OF THE YEAR

COMING IN OCTOBER INNOVATORS OF THE YEAR

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CAMPING GAINS GROUND WITH MILLENNIAL AND MINORITY GROUPS Whatever the outdoor industry is doing to attract new participants, it’s working. Within the past year alone, camping has attracted more than 1 million new households, thanks in part to growing participation by minority and millennial groups, according to the 2016 North American Camping Report, an annual independent study supported by Kampgrounds of America, Inc. (KOA). Of these new campers, 18 percent are African-American, 11 percent are Hispanic and 44 percent are millennials. And of these millennials, 54 percent are nonwhite. The KOA survey was conducted in January 2016 by Cairn Consulting Group, an independent market research firm with experience in the hospitality and services industries. Although past research indicated many nonwhite groups, particularly African-Americans, do not feel welcome at public campgrounds, it appears these groups are responding to efforts to get them outdoors and feeling great about it. The intent to visit public campgrounds has become robust, with African-American, Hispanic and Asian-American campers expressing desire to visit these locations in larger numbers — and many packing up for the weekend to do so. “We’re seeing how we define experiences in the outdoors evolve in a modern and meaningful way,” said KOA COO Toby O’Rourke. “The uptick among millennial and multicultural campers could represent a shift in how camping is perceived.” That’s right, camping isn’t just for the Griswolds anymore, and that’s good for the industry. According to KOA, African-American and Hispanic campers are not

only camping more, but are enthusiastic about the benefits of the activity, stating it allows them to spend more time with friends and family, reduce stress and be more physically active. Relaxation and stress relief were the top overall reasons people attested to camping, the report stated. And one-in-five campers said camping allows them to spend more time vacationing. Even our abundant access to technology is working in favor of pitching tents, promoting greater mobility and knowledge of different campgrounds, especially for new campers. The KOA study noted that African Americans are most likely to bring along a variety of electronics while camping including smart phones (80 percent), and they are most likely to request Wi-Fi availability at a campground, which they use to look up information about the local area, trails and campgrounds. At the same time, around 41 percent of all North American participants use email while camping – which is actually down from years prior, and campers who do check-in online (76 percent) while camping spend on average three additional days relaxing outdoors. So it evens out nicely. And although the number of people who went camping in the United States has remained pretty consistent from 2008 through 2015, fluctuating between 41 and 45 million according to Statista, it’s become even more vital to know just who our campers are. The takeaway is that camping hasn’t lost its mojo. Its availability and benefits are reaching more people who in turn will need new Stanley mugs, Kelty tents, Outdoor Research jackets and BioLite chargers.

MAY 2, 2016 | SGBWeekly.com

MOVERS & SHAKERS Boston Red Sox President and CEO Larry Lucchino was appointed by the Dana-Farber Cancer Institute to act as Chairman of the Jimmy Fund. CEP Compression added Teton Gravity Research ski athletes, Sage Cattabriga-Alosa and Hadley Hammer to the brand’s elite athlete team. Cliff Keen Athletic hired Emily Martin as its Sales Manager, to oversee and foster its growing sales in the Wrestling and Officials Wear categories.

Actionable Weekly Sales Trend Reporting for the Active Lifestyle Market

Deckers Brands appointed Andrea O'Donnell as President of its Fashion Lifestyle segment, which includes the UGG and Koolaburra brands. Hollman, Inc., manufacturer of wood lockers and racquetball/squash courts for fitness centers, named Travis Hollman as its President. He will take over from his father, Joe Hollman, who started the company 39 years ago. LaserMax, specializing in firearm sighting solutions for military, law enforcement and commercial markets worldwide, appointed William “Duke” Stofer as its new in-house Graphic Designer. Levi Strauss & Co. elected former CEO of L.L.Bean Inc., Christopher McCormick, to its board of directors. Nike, Inc. made a number of organizational changes, including the promotion of Michael Spillane, VP and GM of Footwear, to President of Product and Merchandising, succeeding Jeanne Jackson. Jackson will move to a new role working directly with Mark Parker, President and CEO, Nike Inc., advising on future strategy. Outdoor Industry Association appointed Matt Kaplan as VP of Membership and Sales. Kaplan recently served as VP of Sales at Ibex Outdoor Clothing. Reebok formed a partnership with 261 Fearless, the nonprofit founded by running legend Kathrine Switzer. The Finish Line, Inc. said John Hall would join the company in mid-May as Executive Vice President, Division President and Chief Merchandising Officer. A longtime Nordstrom executive, Hall most recently served as VP, Corporate Merchandiser of Rack Menswear. The International Association of Skateboard Companies said Amy Jo Martin, author of the bestseller, "Renegades Write the Rules," will be the keynote speaker at the 2016 IASC Skateboarding Summit. 8 SGBWeekly.com | MAY 2, 2016

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ONE-ON-ONE

Andrew Bydlon, Photographer Caveman Collective Helping define a brand beyond smart phone photos and stock imagery.

By David Clucas

n today’s digital era, images are king. Anyone who posts to social media can tell you that a strong image is what makes people stop, pay attention and click through. And yet, in an age when everyone with a smart phone thinks they’re a pro photographer, images can be undervalued, or worse, stolen off the web. And more than any other profession, it seems photographers are constantly asked for pro-bono work — “I’ll give you credit and a good reference.” But as brands in active lifestyle realize the importance of quality images and videos — and increasingly are producing their own content — great photographers are in demand. One of them is Andrew Bydlon of Boulder, CO-based Caveman Collective, a team dedicated to capturing the best of the industry while taking on the outdoor elements. He tells SGB about his path into adventure photography, what clients are looking for in their images, and the value of hiring a professional photographer. Tell us how you got into photography and the outdoor space? I stumbled into both. I was finishing up art school in Minneapolis and had the idea to ask for a DSLR camera for my graduation and gift. I mainly used it for street photography, skateboarding pictures and snapshots of friends. Like any career creative, I thought I knew it all but was oblivious of what it actually took to be a photographer. I didn’t declare my occupation as a photographer until six years later. The outdoor space in Minnesota is very different than the outdoor space that I’ve grown to know in Colorado. My childhood was summed up by the term “going up north”, which means we would pack our bags and head up to a friend’s family cabin. The magical words meant sleeping at log cabins, swimming in lakes and fishing. Fishing season turned into hunting season and the idea of an outdoorsman was a camouflaged-toting beer drinker. During college the transition between a hook-and-bullet outdoorsman slowly started transitioning into a leave-no-trace

outdoorsman. Cabins we’re traded for camps and 24 packs we’re traded for whiskey bottles. The first opportunity I had to test my backpacking skills was a trip we planned for a good friend who needed to get over a bad break up. Our trip had zero planning. We needed to boil lake water out of a tin can, basically drank straight chemicals to “clean our water” and had no idea about how cold it might get. But the whiskey, stars, incredible laughter and

the unknowns of the trail are still so vivid. Ten years later I still remember these moments as pivotal experiences that I could never have imagined would turn into an adventure photography career. Do today’s photographers have to be videographers as well? How often do clients want both for the same assignment? Society has hit the pinnacle of anybody with a camera MAY 2, 2016 | SGBWeekly.com

is a photographer and now moving into the early stages of everybody with a camera is a videographer. Having a career in photography requires a lot of work. Most people are just not ready for the idea of working 70 hours a week regularly, the pressure of getting the shot and being critically critiqued about how your photos turned out. By entering the world of videography you need to know you have to hit the reset button, know you will need to be a beginner again. Your photography skills will translate in some capacity but no amount of photography will prepare you for audio, scripting or editing. I hit this reset button a few years ago and just like my early days of photography it was frustrating. It takes time, it took an investment into the craft. These days at Caveman Collective we land a lot of jobs because our team can accomplish photography and videography in one production. Sometime clients don’t know they want one or another until you explain the benefits of having a cohesive package. I would say not every photography job requires video, but almost every video job we do requires photography. What are outdoor/active lifestyle brands looking for in their photography/video materials today as far as subjects, locations and emotions? Brands are looking for a different perspective from their competitors. Unfortunately sometimes they set you up with the same locations, similar subjects and comparable objectives. So how do you give them something different? For example, as a client reviewed some images we shot, we were met with comments such as “that image would be good for brand ‘X.’ Then a more intense image popped up and the same person said “now that image looks like a good image for brand ‘Y’”. The scene didn’t change, the models were the same and the clothes, too, but the slight adjustment in intensity made the same person think about a different brand. Before you get to dip in the shoot, think to yourself, what makes this completely original to your client and your client only? List those identifying factors out and talk them over with the client. Sometimes its easier to capture what your client asks for than give them what they really need. In an age where quality images and video are so crucial, why do you think some outlets

think they can get it for free or break copyrights? Everyone is looking for a deal, and too many photographers are willing to succumb to bad deals. I think people tend to be even more ignorant when it comes to photography because they assume all you did was push a button. But what is not seen are the thousands of hours put in before taking an image. All the previous mistakes you’ve grown from and the thousands of dollars in equipment that allow you to just actually create the image itself. Just like in every field you get what you pay for, so if the decision maker cannot see the difference between “a person with a camera” and a “trained photographer” the adjustment in cost will never be worth the ROI. The brands that value their photographers are the ones most photographers will go out of there way to get the shot. Exposure doesn’t pay the rent and stock photography will never create a unique brand. Beyond the camera and lenses themselves, what’s the most important piece of new equipment or advances that have greatly aided your outdoor/active lifestyle photography? No piece of equipment will get you a rad shot if you’re not out there. I’m guilty more than anyone regarding spending on equipment. I love buying new gear and don’t mind spending a small fortune. However, if I’m not out climbing a mountain, I’ll never get a shot with any amount of expensive equipment of someone climbing a mountain. I had a job in the outdoor industry for about four years that was incremental at me getting where I am today. However this job was still a desk job, and with this desk job I sat more than I should have, played outside less than ever and let my health get the best of me. I knew that I needed to make a change so I traded a consistent paycheck for the unknown freelance lifestyle and more adventures. I would say Instagram has been one of the most important pieces of “equipment or advances that has helped aid my career. Depending how you tailor who you follow it’s a one-stop shop for inspiration, research, story, networking, marketing and conversation. A good friend of mine Kalen Thorian explained it best “Instagram is the Tinder for outdoor people”. I met Kalen through Instagram, and we created a rad friendship and have had some fun adventures so far. If you don’t have enough new content to post on Instagram, you should be planning your next adventure.

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RETAILER PROFILE

Photos courtesy Court Leve, courtleve.com

Ski Bum Business 101 Brendan Madigan took over the legacy of specialty retailer Alpenglow Sports, proving a life in the field of run and Nordic can be better than any degree or resume job list. By Jahla Seppanen

ince 1979, Alpenglow Sports in Tahoe City, CA, has grown to become the oldest, and arguably most knowledgeable backcountry shop in the Tahoe area (and probably beyond). Donald Fyfe blended two shops into one during his time at the helm, forming an alpinist wonderland in the winter and trail running Shangri-La in the spring and summer. The end result: a legacy mountain retail shop for the charts. As it came time to retire, you might suspect Fyfe would have passed the ownership reins to a retail pro with a savvy history operating and managing the tasks that can often overwhelm specialty owners. Nope. He chose a full-time ski bum. The current El Capitan of Alpenglow is Brendan Madigan, 38, who worked at the shop part-time under Fyfe’s tutelage. This will be Madigan’s fifth year running the gambit, and not only does the shop continue to thrive, but it’s killing the retail game by evolving and expanding the business with mountain festivals, demo days and community trail runs. And as a proud ski bum, Madigan came into the position already understanding that quality product is at the center of it all, carefully surrounded by a sales pitch that has nothing to do with selling itself.

What’s your golden selling strategy? It all comes back to our heritage. None of us are in the business to “sell”, ironically, and while we have to make sure the numbers are healthy, our heritage of being educators is well founded. People know they can come here and get good advice. We’re not interested in selling for selling’s sake. That’s dishonest and boring. Give us one tip on being a better retail educator? Take into account your surroundings and the landmarks around you. What challenges did you see this past winter, and how do you anticipate for next? This winter has been fantastic for us. But the four winters before it were very meager. The challenge is when you stack low-performing seasons; it presents a real challenge for a small retailer, cash flow and inventory wise. We’re always going to be at the mercy of the weather. It could be smoky, too much snow, but ultimately if you’re running a smart business and have great people, you can be proactive, lean and fierce. How can others run a “smart business?” Surround yourself with good people, which we’ve always had at Alpenglow. Retail isn’t for everyone. These MAY 2, 2016 | SGBWeekly.com

people have to see the value in helping and being collective. Without your people, you’re nothing. You’re a Nordic shop at heart, but transition to trail running in the summer. Is this a survival tactic? It’s challenging being two different stores in one under one roof, but it also keeps us on our toes – whether it’s inventory hurdles, too big or too small of winters, fires in the summer, etc. But I wouldn’t want to be a running store 12 months a year, or a backcountry ski store for 12 months. It keeps us doing new and exciting things. When you look closely, we’re a full service Nordic shop from racing, AT and telemark to trail running, backpacking, rock climbing and hiking. Which brands have been giving you the most love? In winter, DPS is a very good partner. They understand the need to support us from a backend discounting perspective, but also protect brand integrity by not going offprice. If you make a good enough product you should never have to go off-price. Dynafit is also a strong partner. They help us sponsor our mountain festivals. Salomon is a key sponsor yearround, with a little more summer presence. And we have longstanding relationships with Patagonia, Arc’teryx and Kuhl.

What are the biggest changes brands can make to help retailers? It always comes down to product. Your product can’t stink. If you’re a marginal brand and your product is amazing, we want to see it. That’s what is going to sell. Secondarily, retailers align with companies that support and help, so brands should be very aware of that. Our partners believe in us as a trendsetter in the outdoor industry. You’re a retailer, but you also host a pretty famous mountain festival? We just had our 10th year of the bi-annual festival, and we

had more than 400 participants. The festivals have films, presentations, guided backcountry

tours or trail runs, and demo days. Our last demo day was the biggest consumer backcountry day in the country. Was it intimidating taking on everything Alpenglow came with? I’m very transparent about being 38 and still running into challenges with owning a business. But none of us are in the industry to get rich. Alpenglow has been my one-andonly job since I moved to California after attending college in Virginia. I trained under Donald and two key staffers that are still here today. As an owner and athlete, I participate in the mountain events, guide ski tours and fun runs. But I always say my acquired sport is running a business.

12 SGBWeekly.com | MAY 2, 2016

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Poles Apart Set aside the carbon and aluminum debate, most pole innovation is at the ends. By M.T. Elliott

14 SGBWeekly.com | MAY 2, 2016

t might not come as a surprise that trekking and ski poles evolve slowly, but it's also a category where a change by one manufacturer can spawn changes by its competitors. For the most part, new pole tech is centered on ease of use and multifunction. New grips can help unsecure bindings and rings can act as mini-handles or glove attachments. Overall pole trends are hard to detect, so the focus on few new items may be the best market indicator. Backcountry State Of Mind Ski gear is still reacting to the surge in alpine touring. Designers are challenged to create poles stiff and flexible enough during the literal ups and downs of a backcountry ride. Since the thickness and flex of pole materials is not easily detected on the sales floor â&#x20AC;&#x201D; other than the price points â&#x20AC;&#x201D; brands often rely on the bells and whistles to help set themselves apart. These small touches include different basket shapes, touring rings on the shafts and anything to make straps less like traps. The Komperdell Fatso 430 grips are not just fatter, as the name implies, but longer. This provides a similar grip at different heights for ascents and descents. The powder strap is longer, too, and comes with an adjustable lock. These features are on the brand's carbon Vario line. On the safety side, brands continue to offer removable straps and user-triggered releases. Black Diamond introduces new breakaway straps in its Razor Carbon Pro carbon-aluminum poles. This SwitchRelease technology releases the top end of the strap when pulled from above, a smart breakaway feature for when offpiste skiing gets rough and tumble. Next year, Mountainsmith will build upon the success of its Trekker FX monopod with the FXpedition, a collapsible pole that comes in around 14 inches in length when broken down. "This allows the photographer to store the FXpedition completely in their bag (instead of strapped to the outside) when not using it as a monopod," said Mountainsmith Marketing Manager Jeremy Dodge. "We find that skiers and other backcountry users especially appreciate this." Carbon continues to help premium poles get lighter, stiffer and tougher. The weight-sensitive backcountry and touring niches have new options this year, but the lightest among them is Black Diamond's Helio fixed-length ski poles are part of its ski mountaineering series. A pair of Helio poles weighs about nine ounces thanks to single-piece, inflation-mold construction. Yes, even the grip is carbon. Backcountry features

include a touring ring for steep-terrain grip and stiffened basket. Good Vibrations Leki has developed an anti-shock system that works closer to the point of impact than ever before and debuts it in a foldable trek pole. The Dynamic Suspension System (DSS) Antishock is in the tip of the pole, dissipating the shock of contact before it reaches the grip. Leki claims this system reduces the peak impact force up to 40 percent. "The challenge is that putting it at the tip is also where the impact occurs and where the most abuse takes place so we had to find a way to make sure we had a way

to not adversely affect swing weight and to make sure the durability factor was there," said Marty Callahan, Leki sales manager. Leki debuts this suspension technology in a line of folding poles. Four Leki Micro Series models: men's and women's versions of the all carbon or aluminum folding. Callahan said the DSS technology will continue to trickle down to other Leki models, including fixed length poles, and become the brands new anti-shock standard. "There was a time when the majority of the poles we sold were anti-shock so this market has ebbed and flowed a bit but with DSS we now have what we feel is a great new anti-shock system that offers great performance and feel." MAY 2, 2016 | SGBWeekly.com

Capturing The Moment Outdoor photography is taking new forms with action cams, drones and other electronics, proving there’s still a market for versatile camera bags. By M.T. Elliott

he days of lugging heavy and large DSLR cameras and lenses are dwindling among amateur photographers (among the pros, we see more gear than ever), and camera bag manufacturers are evolving with the trend. The next wave of electronic equipment carry solutions follows the arrival of action cameras, drones and tablets. The new camera options have helped us see old icons like El Capitan and Utah's red canyon walls from fresh angles. We talked to brands to see what’s trending in the space.

Photo courtesy Thule

16 SGBWeekly.com | MAY 2, 2016

New Arrows Need New Quivers Picture a close-up shot of a mountain bike's fork suspension compressing as it crunches over a large rock, cut to a sweeping pan of bikers snaking along a riverside trail. One was shot with an action camera, the latter with a drone. Both offer unique perspectives and have become musthave options in the outdoor photographer's bag of tricks. The small size of action cameras and versatile mount options give brands confidence to design with those in mind. In fact, the durability of most action cameras means they can safely attach to the outside of a photo bag and take footage instead of hiding away. It's often photographers needing today’s camera bags for a many different mounts and batteries that require specific storage options. Thule designed its Legend GoPro Backpack with the photographer as part of the action. Multiple camera mounts allow for filming from different angles, sternum and hip straps secure the pack on a ride or hike, and behind the crushproof pad is a hydration system compartment. "We typically partner with brands that are leading in their respective industries, like Apple and GoPro," said Chris Ritchie, Thule's communications manager. "That being said, we are always looking to create products that help people carry the things that keep them active and outdoors." Just as action cameras enable new shots from tight spaces, drones give photographers a way to capture views of more remote locations, which

is why there's a demand for a bag that can withstand those environments. Unlike the early dominance of the GoPro model among action cameras, drones are still settling on sizes, and accessories like propellers and batteries are still in flux. Drones are obviously bulkier than action cameras, and while sturdy enough to survive crashes, can be brittle when pressed at other angles. Enter Lowepro's DroneGuard BP 450 AW, a sturdy outdoor backpack built for any destination, which accommodates the most popular quadcopter shapes. Designed with expected changes in mind, the DroneGuard forgoes a form-fitting insert and uses guards that fit the DJI Phantom in one configuration, and rotates to fit the 3DR Solo. Luis Quehl, senior design manager at DayMen, Lowepro's parent, noted that because of a drones' fragility, the drone bags incorporate plastic molded walls for more rigidity and protection than traditional photography backpacks. "I see people traveling with these drones. And I'm not just looking into the future, this is something I see currently happening, people wanting to get those vacation photos with a drone," said Quehl. "They want to have those great memories and get them from a different perspective." Because drones are used outdoors, drone buyers are â&#x20AC;&#x201D; or quickly becoming â&#x20AC;&#x201D; attuned to the need for protection from the elements. That

could send the drone bag buyer to the nearest outfitter for a shell or other gear. Several bag designers said they already use drones and noted the established connection between the outdoor space and photography. Beyond photography, drones are being used to show off real estate, check on livestock and slowly becoming a toy for racing with other hobbyists. It's likely they'll want their investments protected from drops and bad weather, too. The Crossover Shake-up Last year, Peak Design's Everyday Messenger bag raised millions on Kickstarter from more than17,000 backers and won acclaim from gear reviewers. The bag's success online and in retail is based on access and expansion; compartments that expand when you need them to, and collapse when you don't. Hikers and city slickers prefer not to haul around an empty foam form. Peak Designs won loyalty from its camera clips and its bag created waves. "We've carved out a niche for ourselves as an innovation company," said Art Viger, an industrial designer with Peak Design. "We design all of our hardware and webbings for the application." Where retailers should take note is Peak's crowd funding audience, which stays in touch with the bag makers. A recent poll for new colors drew 800 responses overnight. "I think that

every product we've done that's been out for more than a year has had at least a dozen tweaks on it, generally way more than that, because we're constantly harvesting feedback, and we keep our production runs frequent and rather small," Viger said. The coming second run of the Everyday Messenger Bag will incorporate roughly 25 changes â&#x20AC;&#x201D; most of which you'd never notice. Despite the online success, Peak Designs still aims for retail space in outdoor and travel outfitters, not just camera shops. Viger said Peak has found a correlation in those audiences. "With adventure comes camera gear." Look for brands to expand upon the typical camera bag with adaptability and modern styles. Outdoor retailers may want to consider these crossover bags, especially for urban outdoor audiences, since the aesthetics don't broadcast the expensive goodies inside. Beyond day bags there is certainly room for more serious outdoor photography bags for activities like backcountry skiing. Attachment systems to hold anything from a water bottle to a shell pouch are options outdoor enthusiasts immediately recognize. Mountainsmith is going full Cordura, extending the name-brand toughness through its entire line of bags. Adventure photographers will hit the camera store for the hardware, but trust an outdoor store to orders bags with their type of travel in mind.

Photo courtesy Lowe

MAY 2, 2016 | SGBWeekly.com