Ortovox Returns Fire!
- colin7931
- Aug 8
- 21 min read
A few weeks back on the show Colin, Producer Dave, and consigliere to The Rock Fight Eoin Comerford had some choice words about a new product line that had just been announced from outdoor brand Ortovox.
Ok to be fair, they mostly poked fun at the press release, but still they were not optimistic about Sequence, Ortovox's forthcoming lineup of outdoor apparel and gear.
Tom Mason, the US Brand Manager for Ortovox, heard their comments and today he is on the show ready to throw some rocks of his own!
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Episode Transcript:
Colin True
00:00:00.240 - 00:00:48.970
Welcome to the Rock Fight where we speak our truth, slay sacred cows and sometimes agree to disagree. This is an outdoor podcast that aims for the head. I'm Colin True and today it's a return fire episode as Ortovox shows up to the Rock Fight.
But before we get to that, come back to the Rock Fight this Monday to hear us break down the latest headlines to come out of the outdoor industry. And hey, have you subscribed to News from the Front, the Rock Fight's weekly newsletter?
If not, you are missing out on Battle Scars, which is my weekly column where I take a look back at what I learned from the Rock Fight Podcast network. Head to Rock Fight Co and subscribe today.
And lastly, be sure to come back next Tuesday for open container and Wednesday for adventure headlines here on the Rock Fight with Shantae Salibair. Guys, just so much good stuff that we're giving you out there. Take a listen to all of it, read it all today. Stick around. We'll be right back.
Chris DeMakes
00:00:49.130 - 00:00:52.970
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Colin True
00:00:59.120 - 00:03:35.579
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Colin True
00:03:48.870 - 00:06:22.300
Okay, a few Mondays back on the show, outdoor industry insider Owen Comerford and producer Dave and I were running through some industry headlines, as we often do on Monday, and we talked about a press release that had just come out announcing the arrival of Ortovox's new mountain bike line. And when I say we talked about it, let's be clear, we made fun of it. Mostly, we made fun of the cliches embedded in the press release.
Press releases these days are often incredibly hyperbolic without telling you much of anything. Basically, the vast majority of press releases that come out of the outdoor industry sound like the Brondo ad from the movie Idiocracy.
It kind of sounds like this holy shit. Brace yourself for what you're about to read.
The outdoor world will never be the same again, because today we're announcing the arrival of a new piece of apparel that looks and performs just like that other piece of apparel you already own.
But our CEO is here and he's going to tell you why this new piece of apparel is better for you, for the world, and will change the entire fucking game. Like Adam Ruggiero told me recently, not everything is a game changer, guys.
And like Owen, Dave and I said on that episode, this isn't really Ortovox's fault, or the PR agency that wrote the release's fault. There's a formula that's been set.
The brands feed a certain number of facts and quotes to the agency, and the agency does what they can to take that information and make the announcement sound intriguing. But the other part of our conversation besides the press release was about the launch that the press release was talking about.
Ortovox is releasing a new lineup of mountain bike apparel and gear called Sequence. Longtime listeners of the Rock Fight know exactly what's coming next out of my mouth, which is that category expansion is really hard.
That a seemingly obvious adjacent market for a brand still takes a lot of work, a lot of time and a lot of money to find traction in if you ever do.
So for ortabox, a European brand who was still trying to find their footing here in the United States, it seemed like a long shot that this would stick.
Now, after that episode aired, I heard from Tom Mason, Ortovox's US Brand manager, and he is here today to talk about what has happened, happening at Ortovox and why the Rock Fight crew got this one wrong. So welcome back to the Rock Fight where today we're accepting the return fire of Ortovox with Tom Mason. All right.
A couple of weeks ago, Ortovox found themselves catching a rock or two from us as they announced their new lineup of mountain bike gear and apparel called Sequence. And joining me today to tell me where we got it wrong or why we got it wrong is Tom Mason, the US Brand manager for Ortovox. Welcome to the show, Tom.
Tom Mason
00:06:23.000 - 00:06:25.000
Yeah, thanks for having me. Glad to be here.
Colin True
00:06:25.080 - 00:06:27.200
You do? Goodbye, Tom, though, right now, Thomas. Yeah.
Tom Mason
00:06:27.200 - 00:06:28.240
Yep. Tom. Yeah.
Colin True
00:06:28.240 - 00:06:32.120
Okay. All right. Right on. How was, how's summer in Boulder going these days?
Tom Mason
00:06:32.440 - 00:06:41.640
Summer is warm in Boulder, so. But you know, it's July, August, you know, that's what we expect in, in Boulder in that time of year. It's okay.
Colin True
00:06:41.640 - 00:07:22.680
Well, okay, let's get into what we wanted to bring you on for. So before we even get into the new mountain biking lineup, let's just sort of level set on Ortovox. Right.
So you guys been around since 1980 and the brand sort of straddles the line, I'd say, and tell me if I'm wrong about this, between sort of a hard goods line and an apparel brand. You know, you're most well known, I think, for your avalanche beacons, but also for creating wool apparel.
But even though the brand is 45 years old, I don't, I don't think it's unfair to say that you're not, say, super well known.
Like you're, you're known, but it's not like just you're not, you're still kind of like maybe trending behind some other more well known brands in the outdoor space, at least here in the United States. I'm not going to speak for, for internationally, but just Starting with the brand. Like what's your elevator pitch for the brand? Like who is Ortovox?
Tom Mason
00:07:23.050 - 00:08:04.070
Yeah, sure, I'm happy to make the introduction. So yeah, Ortovox, we are headquartered in Munich, Germany, the very south of Germany. The footsteps to the Bavarian Alps, as you said.
We make avalanche rescue equipment, backpacks, apparel for mountaineering and obviously now mountain bike.
So you know, in short, I think Ortovox's longevity and our success is, you know, we actively have the founding principle in mind and that's, that is, you know, look for points of improvement and equipment and apparel and find innovative solutions and that's what keeps us going.
Colin True
00:08:04.950 - 00:08:44.010
How hard is it with. Because you're so you manage the US side of the brand.
Yeah, we talked about like, you know, we saw in the last year like Jack Wolfskin, you know, headed head back to Germany. We saw, you know, me announced, hey, we're coming to the States.
And it's, you know, when we did our, we did a episode a few months ago, the top five apparel brands and when we were looking at sort of core outdoor, I know you guys aren't just an apparel brand, but it's sort of a tough list to kind of crack where it's like, it's pretty steady in terms of like the brands you see and that. Right.
And so how much of a challenge is it like to kind of really try and establish yourself as a brand that's headquartered outside of the US to kind of show up here and try to like hang with such, you know, big incumbents?
Tom Mason
00:08:44.510 - 00:09:45.570
Well, I would say we're privileged to have a long term view and you might hear me repeat that a couple times. Ortovox is not a new apparel brand. So we've been making clothing since 1988 and we launched apparel in the US just 10 years ago.
So the 1415 season was our first season bringing in apparel into the United States. And it's become just like globally it's become the majority of our business.
And you know, to be clear, that's not because the hard goods side of our business shrunk. That's also growing most recently with our, you know, our leading electronic airbag pack.
But the, you know, the acceleration of mountain wear in the States has really taken off and its acceptance. And I think it's because people are looking for that next cool brand that's premium level and you know, they want to say where, where'd you get that?
Where'd you find that? Who is that? And we, we fill that niche.
Colin True
00:09:46.130 - 00:10:05.170
So what is happening to grow the brand in the US like what's, what's the case you're. I mean, I actually, let me ask you this.
Is the, is it the pretty standard, you know, strategy of we want to get into the, you know, the Goa style, the specialty retailers, that's who we're really looking to get into, or are you thinking, you know what, screw that, let's go REI and Shields, you know, let's go big. Like where are you guys in terms of your strategy?
Tom Mason
00:10:05.170 - 00:11:04.560
No, for sure, specialty retail is our path and you know, and product still wins the day number one. You know, like we have to make exceptional products. That's what we do.
But yeah, we need the specialty retailer to help us tell the story and you know, again, that long term distribution strategy, you know, we, we want to partner with shops that will help us build step by step. We're not looking for fast in and out.
And we have also really, I would say, thoughtful approach to controlling inventory that comes into the United States.
So you know, the worst thing that can happen is, you know, you place our product at a specialty retailer and all of a sudden they're fighting a discount somewhere. You know that, that's not long term view and that's not going to work. So we, we have that in mind.
I, I worked in small shops and I kind of, you know, what would I like to see? So that's how I, I'm fortunate, like I say that, you know, we take this long term view and I'm able to apply that and use that strategy here.
Colin True
00:11:05.200 - 00:11:24.960
Is there any advantage?
I mean, are you guys making products specifically for the U.S. i think, I'm thinking my mind's immediately now like everything else going towards our tariff situation. Right.
Is there, is there almost an advantage to what you guys do in terms of, you know, how you're currently set up that especially retailer could lean into that this fall or are you going to be kind of facing the same challenges pretty much as everybody else? Speaking specifically here in the U.S. now.
Tom Mason
00:11:25.040 - 00:11:32.560
We have a global catalog, so no SM use for the United States. So yeah, so far.
Colin True
00:11:33.600 - 00:11:38.340
So bringing stuff here, you're going to be stuck with the same issues as, as everybody else, it sounds like.
Tom Mason
00:11:38.340 - 00:11:46.460
Yes. Yeah. I mean, thankfully for us, you know, we. Well, the situation is liquid, as everybody knows.
Colin True
00:11:46.620 - 00:11:49.420
That's right. Check in next week for the update on that.
Tom Mason
00:11:49.420 - 00:12:08.730
Yeah, but you know, over 50% of our products produced in Europe, you know, that's, that's a, a good thing. We hope we'll see. Right. So, but quality wise and short production routes and that kind of thing.
That's, that's the real impetus of having production in Europe. But that makes us special.
Colin True
00:12:09.770 - 00:13:02.560
Well, let's talk about the mountain biking lineup because I had some follow up questions. I think more on retail, but I think it'll come up in this conversation too. So. Yeah, all right. You guys are calling it Sequence.
It's as a, you know, it's a comprehensive line apparel gear, that kind of stuff. Right in line with what you're describing. How word of Ordovox approaches the more mountain side, I guess, or trail side of the brand.
Two pretty recent comps, I think that came to mind when I saw the press release. One was Rab's Cinderline and then Outdoor Research's Freewheel line. Both came out a couple of years ago.
Both brands weren't already making sort of mountain trail type products and then entered the cycling market.
They were then focused on the categories of trail and free riders and things like that, which is kind of what you guys are doing with Sequence as well. And then obviously then there's this like cycling apparel, which is a pretty saturated market.
But let's take us behind the scenes at Ortubox because this is obviously what we were talking about in the show is it's like I want to know about that inception point. Right? Like what was the, like what was the meeting that like led to the creation of Sequence?
Tom Mason
00:13:02.720 - 00:13:10.720
Sure, yeah. And I'll back up a little bit. You know, the, you know, this is why I reached out in the first place.
Colin True
00:13:10.880 - 00:13:12.600
And we love that you did for.
Tom Mason
00:13:12.600 - 00:13:30.780
This topic, you know, the press release thing, you know, we understand that one that could have been better. But you know, and we were laughing about, you know, 45 years in avalanche rescue equipment.
You know, you threw a pebble at us regarding the presser release. But I did feel like I had to reach out regarding that one was.
Colin True
00:13:30.780 - 00:13:35.140
Just, you just happened to be the one. We could have looked at any press release that day and said, yeah, we.
Tom Mason
00:13:35.140 - 00:15:24.450
Weren'T the first, we won't be the last. Yeah, but could have been better.
But yeah, had to reach out regarding the topic as it went into brands and their expansion into, you know, new category groups. And so here's where I, I might get a little stuck and long winded. So bear with me.
You know, I, but I think some context here is important regarding Ortovox is entry into this, into this category.
And the context I want to give is, you know, over the last 15 years, Orthovox is global revenue on average every single year has grown 15% for 15 years. I mean, that's an incredible run of growth. And we said yes to mountain bike.
But amidst all that growth, there's a lot of categories that we said no to. So the number of categories, expansions in 15 years is one.
So, you know, I have a lot of respect for that, that, you know, the temptation is to say yes when your brand has that kind of demand. And we said no a lot of the time. So, so why mountain bikes? You know, so why now?
So of course it starts with the customer's needs, you know, so as a mountain brand, we think that we can have a good focus where we don't have to be all things cycling. We can just focus on mountain bike.
It's a chance for us to do something new and fresh for the brand outside of the endemic backcountry skiing, free riding.
And you know, so we say, you know, the products should still have, of course, Ortovox DNA, but we want to give it a fresh look, a fresh feel, new, new avenues of innovation. So that's how we're looking at it. And I love Ortovox for that.
Colin True
00:15:25.730 - 00:16:05.770
That's impressive, by the way, because you're right, especially if you are showing growth. A lot of times you see and listen, those.
And my colleagues on the rock fight, I think we're a little hardwired to be cynical with this because you see things fail a lot and we, and also I think in the outdoor world there's real easy dots to connect like, oh, we could go do that. And it's like, hold on, are you, are you prepared for what that's going to mean in order to eventually find success there?
And that's sort of the knee jerk reaction we had when we were kind of learning, thinking about you guys entering the space. But I think the. But for the fact is that if you can show that level of growth, that consistent level growth, by the way, congratulations.
And I mean that sincerely. That is not a small thing, especially for any business, let alone an outdoor business.
Tom Mason
00:16:06.170 - 00:16:07.570
We feel lucky. Yep.
Colin True
00:16:07.570 - 00:17:07.040
But to show that level of discipline too, to kind of like, hey, let's wait and find our spot. I think the thing that, and this is what I said about Rab and, and, and outdoor research too. There's such, it's such a served marketplace. Right.
And I think like right now we could probably go on like re. I may even said this on that episode. We can go on like Rei.com and probably find like a hundred discounted bike shorts. Right.
And like a bunch of bike jerseys, which is going to use. You can argue the, the, the, the quality of the fabrics that the, the jerseys and stuff are made out of or whatever.
But the end of the day it's not hard to find stuff.
And then on the flip side, you know, for mountain bikers, I mean you could show up at a group, group line and have on a really high end kit and be standing next to somebody who showed up in the kit they procured at Goodwill. Right.
So it's kind of a, it's not a, I mean you look at a brand like Kitspo who made incredible products, trying to be sort of like the Rafa mountain bike and it, you know, didn't go real well for them because I don't think, I don't think they had, I think they maybe miss misunderstood how many customers they can, were actually out there who wanted to spend that much money on mountain bike stuff.
Tom Mason
00:17:07.190 - 00:17:07.430
Sure.
Colin True
00:17:07.430 - 00:17:22.390
So when you're, when you're thinking about, I see the dots you're connecting. We're a mountain brand where summertime, this is a great opportunity.
But when you're looking at the marketplace, how do you kind of aim to address that, I guess and sort of make sure that you're differentiated enough so that retailers want to carry your stuff.
Tom Mason
00:17:22.710 - 00:19:11.720
It's a recipe, you know, and you know, I would go back to, you know, it's the same recipe that made our mountain wear successful here. And that is, you know, I call them the cooks in the Orthovox kitchen. You know, they, they apply their, their technical expertise and craftsmanship.
You know, again, deeply thoughtful material choices. And then they add in the style and the design that you know, is uniquely Ortovox and that's working.
And then you know, as a distribution pro, strategy, same kind of thing I was just talking about, you know, we are taking that long term view and we'll partner with people who can tell the story.
We want to, we're not going to get it perfect so we want to work with them to figure it out what works and that's the path to navigating the business. On that note, I would add because again speaks to the approach.
I looked at global inventory of the sequence bike line and you know, we're, we're sold out of certain colors and styles of products in the, in the pre season order phase. So you know, it still speaks to the demand of the order box brand. It speaks to strong retail partnerships.
They have faith, you know, that we're going to deliver this product and they've ordered it and it speaks to the mindset of, you know, premium products aren't mass produced. You know, this is, this is premium level stuff. We're not going to flood the market. We can't do that. And yeah, we're looking.
Phase one is winning so far, so we're happy with that. Phase two of sell through. That's the next one.
Colin True
00:19:11.960 - 00:19:18.719
Well, yeah, there's always the two parts, right? Sell in. Great. How did sell through go? There's your chance to do it again.
Tom Mason
00:19:18.719 - 00:19:25.960
Next year though, I would say, because again, when you see zeros with availability, it's fantastic.
Colin True
00:19:25.960 - 00:20:08.550
That's amazing.
And I think that's something that probably we even miss talking about when we hit on these topics a lot on the show is that a lot of times the problems, especially with, you know, the, the quote unquote stuff problem that the outdoor marketplace we say has is, is minimums, right?
It's, it's, it's brands who have to like buy a lot of stuff in order to make what they want and then maybe don't have a place to take that stuff or someone didn't want that stuff.
So if it's a more top of the pyramid, if you can keep your minimums low and also to your point, you have a growing brand, that's a great place as a position of strength to be coming from. One thing I was going to ask you though is like, what's under on the distribution strategy side, are you looking at, is it outdoor?
Are you going to be bringing. Trying to go for bike as well? Cycling is its own can of worms, right. As a retail strategy, outdoor.
Tom Mason
00:20:08.550 - 00:20:35.680
So we have of course, accounts that do bike in the summer that are already ortabox customers. And so that's our first avenue again.
We know entering the cycling world is tricky, especially right now, so we have to be realistic and again, find the right partners that'll help us tell the right stories about what we're making. So that's, that's the strategy.
Colin True
00:20:36.080 - 00:21:37.270
What's.
When you're looking at the product and I remember I talked to Tim Fish and Rab when Cinder Cinder came out and I talked to a few folks that outdoor research about their line as well.
Aside from a couple of pieces, it kind of feels like I tend to mountain bike and just kind of whatever I have, like it's a pair of bike shorts with a chamois in it. And then if I want to wear some shells over it, you know, maybe they're bike specific, maybe they're not. Right.
So when you're looking at how you merchandise the line is it Important that it is like bike specific when you're going to an outdoor store.
I mean, is it an opportunity to kind of sell Ortabox or do you really want to differentiate and say, hey, listen, we're your new cycling solution here? And one reason I asked this is I was at an event recently and I was looking through Neurona's cycling line and it just looked like good stuff.
It did, yeah. It looked like they maybe had merchandise this category to be like, here's our cycling offer offering.
But it didn't really need to be maybe labeled as cycling either. You know what I mean? Like, there seems plenty of crossover with that product. Is there, is there.
Do you kind of see sequence in the same way or are you like. No, no, no. This is, this is bike stuff.
Tom Mason
00:21:37.670 - 00:21:56.870
This is made to perform for biking. Yes, for sure. And that's, that's the approach is it's performance product. Of course, there's an injection of style that, you know, crosses over.
Can I wear this after my ride to go out to the bar and whatnot? Of course, you know that that's just the modern.
Colin True
00:21:57.970 - 00:22:01.690
So, yeah, that should be like. Everybody believes that's going to happen now, right?
Tom Mason
00:22:01.690 - 00:22:30.590
Yeah, but that's the way that we. Performance first. That is for sure what we're looking at with our line. And, and it's a small collection. I mean, it's.
It's a couple jerseys, a couple shorts and pants, windproof stuff, waterproof stuff, socks and gloves. That's it. So we, we keep it tight on purpose because we want. Again, this is a, this is a new thing for. So far, so good.
Colin True
00:22:30.670 - 00:22:32.510
So you've been trying it out yet?
Tom Mason
00:22:33.550 - 00:22:43.950
Well, I'm not a sample size, so, yeah, so I, I have friends that are more ready, willing and able. So yeah, I've got some stuff out to get their feedback.
Colin True
00:22:44.030 - 00:22:54.030
I worked at a footwear brand back in the day and it was just anyone who was A Men's Size 9 used to drive me crazy. I'm like, you suck, dude. I want you. I've been wait six more months to try those out. Yeah.
Tom Mason
00:22:54.030 - 00:22:55.710
Closet full of samples. Yeah.
Colin True
00:22:56.110 - 00:23:09.690
Right. Where are you finding success? Is it, is it, is there any regions that you're finding selling going a little easier?
Is there more spot where Ortovox is a little bit more accepted in terms of, you know, are you guys a Rocky brand? Rocky's brand because you're there or is there sort of all over the country?
Tom Mason
00:23:09.930 - 00:23:45.570
Yeah, Rockies west, of course, you know, and that, that's due to the. As you Mentioned the, the penetration of avalanche rescue equipment from the 80s when it was just started distributing in the States. So.
And that's good.
I was laughing about, you know, we get to celebrate three 10 year anniversaries with our mountain wear because we launched in 14, 15, 15, 16, we did a, that was direct shipments to three retailers. 15 16, we did a Rockies launch, so we get to celebrate 10 years this year too.
And then 16, 17, we did a national launch, so we get to celebrate 10 years next year. So we get, we get three in a row.
Colin True
00:23:46.370 - 00:23:47.090
That's awesome.
Tom Mason
00:23:47.250 - 00:23:47.650
Yeah.
Colin True
00:23:47.650 - 00:23:54.350
All right, so. But the line, though, not like we said, you know, just something that the CEO wanted, you know, to like. He's like, I want my own cycling line.
Tom Mason
00:23:54.750 - 00:24:04.110
This is German style. This is very, very mindful, very well thought through, very planned. Yeah. So that's, that's the way we, we progress.
Colin True
00:24:04.670 - 00:24:25.640
Well, it's nice to hear a technical story. Like I said, I think it'll be. I, I'm interested in watching the cycling space specifically for all the reasons I said. It just. There's so much stuff.
But then, as you know, outdoor brands tend to find their footing. You know, are there the kind of the pockets that just, you know, it makes sense.
You guys, again, I think, I mean, you mentioned the avalanche beacon is really what sort of people most associate with your brand, I would assume, right?
Tom Mason
00:24:25.880 - 00:24:29.480
Yeah. Avalanche beacons, airbag packs. Yep. The avalanche rescue side.
Colin True
00:24:29.560 - 00:24:35.400
So you're coming up on your big season, I would imagine. This is more, this is still a little bit of seasonal, just diverse diversification here.
Tom Mason
00:24:35.639 - 00:24:39.800
Yes. We're getting, we're ready for winter. Everybody needs to think snow out there.
Colin True
00:24:43.000 - 00:25:00.550
Awesome, man. Well, listen, I appreciate you hearing our criticisms and reaching out. I want to encourage any other brand out there to do the same.
Just because we've got, you know, a bunch of people on a podcast who are, you know, spitting opinions out there. We all have them. We all have our knee jerk opinions and this is exactly what we're here to do.
And I'm glad that, Tom, I'm glad you're able to make a few minutes to come on the show.
Tom Mason
00:25:00.550 - 00:25:03.150
This was so fun. Yeah, thanks for having me. Appreciate the time.
Colin True
00:25:03.470 - 00:25:07.230
No problem, man. All right, buddy. We'll. We'll check, we'll check in with you next spring and see how we're doing.
Tom Mason
00:25:07.470 - 00:25:09.950
All right, sounds great. Awesome. Thank you so much.
Colin True
00:25:10.190 - 00:25:30.530
All right, thanks, Tom. All right, that's the show for today. Thanks to my guest, Tom Mason. And good luck to Ortabox with their sequence Mountain mountain bike line.
The rock fight is a production of rock fight llc. I'm Colin true. Thank you for listening and here to take us out as Kristen makes he's going to sing the rock fight fight song. We'll see you next time.
Rock fighters.
Chris DeMakes
00:25:30.530 - 00:26:31.430
Rock fight. Rock fight. Rock fight. Rock fight. Rock fight.
Rock fight welcome to the rock fight where we speak our truth Play sacred cows and sometimes agree to disagree we talk about human powered outdoor activities and big fights about topics that we find interesting like pop culture music the latest movie reviews ideas that aim for the head this is where we speak our truth this is where we speak our truth. Rock fight.
Rock fight welcome to the rock flight Rock fight Rock fight welcome to the rock flight Rock flight Rock fight Rock fight Rock fight Rock fight Welcome to the rock fight Rock fight Rock fight Rock fight.
