I have worked exclusively in the retail action sport industry for almost 20 years. I have held every position from floor sweeper to Director of Operations and consider myself lucky to work with some of the best in their field in such a dynamic profession. I have a proven track record of taking a concept to market quickly and successfully. My secret to outdoor retail success is to stop selling "things." Anyone can buy a "thing" on the internet. Instead, sell an experience, a dream or an idea. Don't sell someone a bike or a tent. Sell them on how it feels to get outside with friends or family. The memories they will make and be able to share (frequently on social media) are more important to the customer than the item they bought. Sell them the tools they need to enjoy life and you create not only a customer, but you create a believer.