Outdoor Retailer - February 2021 - 14

THE PULSE

STILL DISTANT
Some COVID-19
behavior may remain after
the pandemic. In
particular, employees may
find more freedom in
work-from-home
situations that give them
more time to get outside.

CASE STUDY

Back to (New) Normal
The COVID-19 crisis is not over yet, but vaccinations are
rolling out and the days of social distancing will eventually
come to an end. When we finally look back on this treacherous
time, what will have changed and what will stay the same?
by Amelia Arvesen
EXACTLY ONE YEAR AGO, OUTDOOR PARENT COMPANY EXXEL OUTDOORS WAS POISED TO MOVE
into a newly remodeled headquarters about 15 miles south of its old digs near Boulder. Some of
the building's best features included big windows that afforded natural light and a view of the
Flatirons, a glittering showroom adorned with the company's newest gear, an in-house photo and
video studio, and a collaborative office configuration so brands like Kelty and Ultimate Direction
could work together. But, due to the pandemic that erupted across the globe, the relocation didn't
happen quite as expected. Move-in day transpired in phases over several months, starting in the
summer as state and federal regulations allowed. And even though, technically, everyone is fully
moved in by now, only a limited number of employees are allowed inside at a time.
" You can't enter the building without a temp test, " says Russell Rowell, senior vice president and
general manager of Kelty, who has been working from home out of his basement.

14 OUTDOOR RETAILER

/ February 2021

EMBRACING AVIRTUAL PRESENCE
In-person events are arguably the most noticeably impacted business operations of the
pandemic. The last time the industry gathered
for Outdoor Retailer in Denver was January
2020, more than 12 months ago. Virtual meetings have substituted for nearly all face-to-face
meetups, but even once the world is rendered
" safe, " professionals say digital communication
and experiences will remain.
Alexa McRoberts, senior account manager
at Verde Brand Communications, says some
of her brands are planning events for quarter
three and quarter four, but not without safety
protocols and backup plans in place. For example, organizers of the 2021 Garmin Unbound
Gravel event are implementing time slots for
packet pickup and allowing athletes complimentary deferrals. They're holding off on the
pre- and post-race gatherings, and they're
thinking digitally.
" It's not going to be a year where events return to their full extent, " says Michelle Duffy,
director of off-road events and marketing for
Life Time. She expects that pre-race athlete
meetings, expos, post-race festivals, and mass
starts won't be the same as they once were.
Because registration for Life Time events like
the Leadville series isn't a main focus in this
uncertain time, her team has shifted to a storytelling mindset, using social media, fundraising, and virtual challenges to build community-mainstays for the brand's future.

Courtesy Fjällräven

Wellness checkpoints and capacity limits
symbolize just two ways the world has changed
since the start of the coronavirus pandemic, which has killed at least 2 million people
worldwide. Masks, face shields, 6-feet-apart
signs, and directional arrows on store floors
are some of the other obvious marks. These
reminders are entrenched in today's way of life
and won't easily be forgotten.
With coronavirus vaccinations underway,
members of the outdoor industry are envisioning their post-pandemic lives with cautious
optimism. Without a COVID-19 crystal ball,
it's still premature to estimate when, exactly,
we can refer to the pandemic in the past instead of in the present. But it's not dramatic to
say that some things might never be the same.



Outdoor Retailer - February 2021

Table of Contents for the Digital Edition of Outdoor Retailer - February 2021

Outdoor Retailer - February 2021
CONTENTS
THE PULSE
HEADLINES
BIG PICTURE
CASE STUDY
IDEAS
THOUGHT LEADER
THE WEEKLY CHAT
OUTDOOR RETAILER WINTER ONLINE
SIZE MATTERS
BREAD + BUTTER
GEAR GALLERY
HOT PICKS
COUNTER CULTURE
THE VIEW
FIELD NOTES
#SHOPLIFE
BACKSTORY
Outdoor Retailer - February 2021 - Outdoor Retailer - February 2021
Outdoor Retailer - February 2021 - Cover2
Outdoor Retailer - February 2021 - 3
Outdoor Retailer - February 2021 - CONTENTS
Outdoor Retailer - February 2021 - 5
Outdoor Retailer - February 2021 - 6
Outdoor Retailer - February 2021 - THE PULSE
Outdoor Retailer - February 2021 - HEADLINES
Outdoor Retailer - February 2021 - 9
Outdoor Retailer - February 2021 - 10
Outdoor Retailer - February 2021 - 11
Outdoor Retailer - February 2021 - BIG PICTURE
Outdoor Retailer - February 2021 - 13
Outdoor Retailer - February 2021 - CASE STUDY
Outdoor Retailer - February 2021 - 15
Outdoor Retailer - February 2021 - IDEAS
Outdoor Retailer - February 2021 - THOUGHT LEADER
Outdoor Retailer - February 2021 - THE WEEKLY CHAT
Outdoor Retailer - February 2021 - OUTDOOR RETAILER WINTER ONLINE
Outdoor Retailer - February 2021 - 20
Outdoor Retailer - February 2021 - 21
Outdoor Retailer - February 2021 - SIZE MATTERS
Outdoor Retailer - February 2021 - 23
Outdoor Retailer - February 2021 - 24
Outdoor Retailer - February 2021 - 25
Outdoor Retailer - February 2021 - BREAD + BUTTER
Outdoor Retailer - February 2021 - 27
Outdoor Retailer - February 2021 - GEAR GALLERY
Outdoor Retailer - February 2021 - 29
Outdoor Retailer - February 2021 - 30
Outdoor Retailer - February 2021 - 31
Outdoor Retailer - February 2021 - HOT PICKS
Outdoor Retailer - February 2021 - 33
Outdoor Retailer - February 2021 - 34
Outdoor Retailer - February 2021 - COUNTER CULTURE
Outdoor Retailer - February 2021 - THE VIEW
Outdoor Retailer - February 2021 - 37
Outdoor Retailer - February 2021 - 38
Outdoor Retailer - February 2021 - 39
Outdoor Retailer - February 2021 - FIELD NOTES
Outdoor Retailer - February 2021 - #SHOPLIFE
Outdoor Retailer - February 2021 - BACKSTORY
Outdoor Retailer - February 2021 - Cover3
Outdoor Retailer - February 2021 - Cover4
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