Outdoor Retailer 35th Anniversary Contents Special Issue 4 CONTRIBUTORS / 6 FIRST WORDS / 8 THE TRIBE / 76 THE FUTURE / 80 THE BACKSTORY The The 1980s 1990s 12 GREG THOMSEN A climber and founder of the early outdoor industry, Greg Thomsen has always been about spreading the love. He continues to provide inspiration, teaching young athletes the ropes at the show. By Nancy Prichard Bouchard 28 JEFF LOWE North America's greatest alpinist changed the sport of climbing. By Chris Van Leuven 16 YVON CHOUINARD AND GERRY LOPEZ 32 BEAVER THEODOSAKIS The prAna guru was conscious before it was cool. By Elizabeth Miller It's no secret that Yvon Chouinard succeeds by doing things his own way. That's why the founder of Patagonia felt such synergy with surf legend Gerry Lopez, who refuses to ever sell out. Together, they prove how sticking to your core beliefs wins you dedicated customers. By Michael Frank 20 STEVE BARKER The founder of Eagle Creek hit gold promoting adventure travel in the outdoor space. Now, he's out to save wild places and give the industry a seat at the political table in D.C. By Marcus Woolf 24 THE SCENE Dig into these archival photos from the days when Ronald Reagan was in office and frame packs ruled. 2 OUTDOOR RETAILER / 35th Anniversary 2017 30 PETER AND PATTY DUKE Thank this power couple for the rise of merino wool. By Aaron H. Bible 34 CARSON STANWOOD He raised the outdoor PR game by hiring dirtbags. By Drew Simmons 36 CHAD GALLWITZ The consummate rep is always listening to customers. By Aaron H. Bible 38 JOHN MEAD A-16's big boss. By Marcus Woolf 40 THE TORNADO A deadly storm brought the outdoor industry together. By Kenji Haroutunian 43 THE SCENE Climbing gyms took off in the 1990s. Thank the holds. By Chris Van Leuven photographs by ANDREW KORNYLAK