Fred broke into the outdoor industry through skiing. That lesson stuck with him. One’s passions and one’s career are intertwined. Or they should be anyway. As Fred fell in love with mountaineering and backcountry skiing, his clients grew to include brands in that space because he spoke the language. The same is true with his love of cycling and triathlon, which brought in wetsuits and bike brands. “Much of the work of advertising these days is based in storytelling that has an editorial feel,” says Fred. “You can’t pretend. You have to live it. We have to marry our passions to our careers.” 

“Over my career I’ve watched as outdoor brands have evolved. In pursuit of growth, some outdoor companies have been forced to appeal to the mass market. That is typically a good thing in terms of revenue, but some companies have lost their relevance with their core customers. Others, though, learned that if you can keep part of your business alive and authentic with good content, you can maintain your legitimacy.”