Utah Outdoor Mid-Year Summit

The Utah Outdoor Association (UOA) has partnered with Adventure Gear Fest to create the Utah Outdoor Mid-Year Summit as a first-of-its-kind business learning conference

The Utah Outdoor Mid-Year Summit will host 100+ outdoor product and service companies and will offer attendees a networking breakfast, a keynote panel of Utah’s most influential outdoor brands, critical business breakout sessions, and time to engage with businesses and key partners. The mission of the Utah Outdoor Business Summit is to help outdoor companies standout among their local and national competitors.

When: June 28, 2019 from 7:30 a.m. – 12:20 p.m.

Where: Snowbird Mountain Resort, Rendezvous Room
(Snowbird Center)


Utah Outdoor Mid-Year Summit – Agenda 2019

7:45-8:30 a.m. – Breakfast and Networking

8:30-8:45 a.m. – Welcome

8:45-9:30 a.m. – Opening Keynote: The 3 Lessons I Wish I Could Have Shared With my Prior-Self

9:30-9:45 a.m. – Break/Transition


Breakout Sessions 9:45–10:45 a.m.

Session 1A:

The Best Marketing Investment Money Can Buy

Session 1B:

Product Development & Innovation Panel: Session 1B: How to Create Cutting-Edge Products for Outdoor Consumers


10:45-11:00 a.m. – Networking and Transition Break


Breakout Sessions 11:00 a.m. – 12:00 p.m.

Session 2a:

Winning on the Amazon Marketplace

Session 2B:

How Outdoor Businesses Benefit When Industry & Education Partner Together


12:00-12:20 p.m. – Summit Closing


Presenter Bios

Master of Ceremonies – Alex Adema

Alex Adema is the COO of DPS Skis, managing daily operations, finance, and strategic direction of the young, growing company, headquartered in Salt Lake City, Utah. DPS Skis designs and manufactures the world’s most advanced skis. DPS is a key contributor to the Outdoor Recreation Economy in Utah with an ever-growing global reach.

Alex’s background consists of distinctly varied and unique experiences in both, large corporate and entrepreneurial start-up organizations. This began with a decade of experience in the financial services industry before making an unorthodox shift to focusing on founding two non-profit community oriented startup organizations. After these successful launches, Alex transitioned to managing a venture development organization in upstate New York.

Alex earned his bachelor’s degree in Economics & Business from Colorado College and the Executive MBA from The University of Buffalo (SUNY). In 2014, Alex participated in the Leadership Buffalo program and after moving to Salt Lake City in 2015, subsequently completed its sister program, Leadership Utah.  He also serves as a board member on a number of local trade associations including, the Utah Outdoor Association (UOA) and the Utah District Export Council (DEC).

Dustin Cederholm – Executive Director, Utah Outdoor Association

Dustin is currently the Executive Director for the Utah Outdoor Association. Professionally, Dustin is a marketing executive running a conversion-focused ad agency called Funnel Focus and providing outsourced CMO services for brands that want high level marketing strategy and consulting but can’t afford a full time position. Dustin is a serial entrepreneur currently working on two businesses that will launch late 2019. Dustin is also the Chairman of the Wayne Cederholm II Memorial non-profit and has been helping non-profits make an impact in the community for over 10 years.

Tom Adams – Director, Governor’s Office of Outdoor Recreation

Tom Adams has been dedicated to Utah’s outdoor recreation industry for over 25 years. During that time, his passions in life have consistently followed his career path hand in hand. From the N.A. Sales Director for Petzl to a Ski Instructor at Brighton, it has been Tom’s personal goal to make every aspect of the outdoor industry more enjoyable and accessible for his clients, friends and family. Now as the Director of Outdoor Recreation for the State of Utah he helps to ensure that each resident or visitor will have the best possible resources to enjoy the range of outdoor recreation opportunities that Utah offers.

Keynote Bios

The 3 Lessons I Wish I Could Have Shared With my Prior-Self

Jonathan Nielsen – CEO of Backcountry.com

Jonathan was named CEO of Backcountry in December 2015. Prior to being named CEO, Jonathan led a number of functions across Backcountry including Growth and Operations, Product Management and User Experience Design and Strategy and Corporate Development. Prior to joining Backcountry, Jonathan was a member of eBay’s corporate development team where he focused on M&A transactions and corporate strategy. He has also held technology investment banking roles at Piper Jaffray and various operations along with marketing, and business development roles at Ancestry.com.

Bill Harmon – General Manager of Goal Zero

As General Manager of Goal Zero, Bill is responsible for empowering people with emerging energy solutions that meet their needs wherever life takes them, whether that is climbing a mountain, traveling through an airport, at home during a power outage, or cheering for their kids from the slide lines of a soccer field.

Bill joined NRG through Reliant Energy in 2003 before it acquired Goal Zero in 2014.  Prior to Goal Zero, Bill was the General Manager of Reliant Energy’s multi-billion dollar mass market segment P&L.  In addition, Bill held leadership roles at NRG in information technology, customer care, operations, and product development driving operational excellence, transformational projects, and financial results.   Before joining Reliant, Bill spent ten years in management and information technology consulting. He served in progressive leadership roles at firms including Ernst & Young leading energy industry focused system integrations for Fortune 500 clients.

Davis Smith – CEO of Cotopaxi

Davis Smith is the Founder and Chief Executive Officer of Cotopaxi, an outdoor gear brand with a humanitarian mission. He is a member of the United Nations Foundation’s “Global Entrepreneurs Council”, a “Presidential Leadership Scholar,” and Silicon Valley Community Foundation’s “CEO of the Year.” Davis previously started Brazil’s “Startup of the Year.” He holds a Master of Business Administration from the Wharton School, a Master of Arts from the University of Pennsylvania, and a Bachelor of Arts from Brigham Young University. Davis is an adventurer who has floated the Amazon on a self-made raft, kayaked from Cuba to Florida, and explored North Korea.

Tom Stockham – CEO of ExpertVoice

A passionate champion of disruptive technologies, Tom began his career as an associate at BCG, immersed in the shift to “big-box” retail. He later served as president of Ticketmaster.com, where he helped lead the transition to online ticketing. Then, as CEO of Ancestry.com, he built one of the Internet’s first online content subscription businesses.

Today, as CEO of ExpertVoice, Tom leads the company in pioneering a new influencer marketing category – one that’s transforming commerce by driving sales through trusted recommendations. He’s devoted to the mission of creating a better buying experience for brands, retailers and consumers through a large network of authentic influential experts who consumers trust for advice on what to buy.

Workshop Presenters

Adam Malmborg – Co-Founder at Tailor Cooperative

Adam is the Co-Founder and Head of Marketing of Tailor Cooperative, a custom suit shop located in downtown Salt Lake.

Adam has a long history as an entrepreneur. He founded his first business, a shaved ice company called Project Pineapple, in 2013, and has been building businesses ever since. He has built a career devising marketing campaigns and strategies with a range of companies from the University of Utah to the MS Society of Utah. His passion is helping small businesses and brick-and-mortar stores build strong brands and develop marketing campaigns to grow their business.

When he’s not busy coming up with the perfect marketing strategy, Adam enjoys camping, rock climbing and sailing on the Great Salt Lake.

Jared Tanner – Vice President of Marketing & E-commerce at Sportsman’s Warehouse

Jared Tanner brings over 20 years of digital and traditional marketing experience to Sportsman’s Warehouse, much of it in the sporting goods space. He is an omnichannel champion who has served in several marketing leadership positions, most recently as a Senior Omnichannel Leader for Academy Sports + Outdoors in Katy, TX.

Prior to Academy, Jared led marketing and omni teams at national brands such as Blockbuster, Golfsmith, and Harry & David. He started his marketing career on the agency side where he won a CLIO award in the Direct Mail category for Habitat for Humanity. He holds a BA in advertising from Brigham Young University and a master’s degree in Integrated Marketing Communications from Northwestern University.

Matt Bluher – Director of Marketing, Kuhl

Matt Bluher recently joined KÜHL Apparel as the Director of Marketing.  Prior to KÜHL, Matt held multiple positions with Black Diamond Equipment including Director of Marketing and Director of Retail and Merchandising.  Residing in Colorado for over a decade, he held a variety of operational roles with Fjallraven North America and Vail Resorts Retail. Matt holds a B.A. in Business Management from the University of Wyoming.

Thomas Laasko – VP of Product at DPS Skis

Thomas Laakso has spent the last 25 years of his aerospace and recreational career identifying cutting edge technologies that simultaneously feed both his personal passions while also meeting financial goals.  He has helped build brands and teams grounded in this ethos, from leading the first Advanced Products group at The North Face and pioneering early generation electronic textiles and wearables, to leading a start up with MIT grads and commercializing bleeding edge connected hardware and a crowd-sourced social platform for avalanche risk mitigation.

Currently Thomas stays true to blending passion and career and is the VP of Product at DPS Skis focused on business, manufacturing, and product innovation providing skiers the ultimate portal to the perfect powder moment.

Travis Tomczak – Product Marketing at Giro

Travis has worked for Salomon, Spyoptic, Giro. Travis is an avid snowboarder, skier and mountain biker.  Currently with Giro where he’s been for ~4yrs was brought on as the goggle product line manager and now play the roll of Brand Manager.

Hannah Follender – Patent Attorney, Workman Nydegger

Hannah is a U.S. patent attorney versed in addressing her clients’ intellectual property needs. One of her interests is in the intersection of the law and cannabis, particularly in protecting her clients’ intellectual property in the cannabis space. Hannah also enjoys working with startups in various stages of growth by helping them develop and execute IP strategies tailored to their success. Originally from the northeastern U.S., Hannah’s professional ski career brought her to the mountains of Utah where she chose to stay and make Salt Lake City her home.

Hannah is a graduate of the S.J. Quinney College of Law at the University of Utah where she was an Articles Editor on the Utah Law Review and was awarded the outstanding achievement award in patent law. During law school she sought out international apprenticeship opportunities which allowed her to intern at the Sherby & Co. law firm in Ramat Gan, Israel, where she gained experience in international corporate and securities law.  Hannah has continued her work with international clients and makes frequent trips to work with clients in person. While her background is in biology, she represents clients in varied technologies, and represents clients on other aspects of IP such as trademark, copyright, and licensing.

Peter Malen – Shareholder at Workman Nydegger Law

13 years of experience as a mechanical engineer in various roles for DoD; licensed professional engineer (PE) in Washington state

20 years of practice as a patent and trademark attorney handling US and foreign matters, with experience in a wide range of technologies (e.g., manufacturing, mining, sporting goods, fiber optic systems and devices, heat transfer, plastic molding, drone technologies, and various types of software).

Outdoor interests include skiing, hiking, trail running, fly fishing, hunting

David Wright – CEO, Pattern

Dave Wright is the CEO and founder of Pattern. In less than 5 years, Pattern has become one of the top 10 largest Amazon sellers (in terms of revenue), developed a world-class analytics platform, and has experienced 4 years of revenue growth exceeding 300%. Dave has built a strong culture that is obsessed by the success of Pattern partners, demonstrated by a nearly perfect customer retention rate. Prior to Pattern, Dave spent his career as a data fanatic, and technology executive. Dave graduated from Brigham Young University with dual degrees in Accounting and Information Systems. Dave graduated in the top 1% of the Business School at Brigham Young University.

Craig Mclaughlin – Director of E-commerce at Camp Chef

Seasoned eCommerce veteran with over 16 years of online experience in architecting and implementing complex and fully integrated B2C and B2B solutions for both small business and large corporations.

Craig has led Camp Chef to incredible growth as E-commerce Director with best of class performance and innovative marketing techniques.

Patrick Keller – Head of Marketing & E-commerce of Goal Zero

Patrick is the Head of Marketing and Ecommerce at Goal Zero, an NRG Energy company, and oversees all aspects of the marketing division including: direct response marketing, creative services, ecommerce, social media and influencer marketing, PR and advertising, product marketing, and tradeshows and events.

Patrick has a long history of building brands and being a catalyst for growth in multi-channel organizations. He is passionate about Goal Zero and introducing the brand to a wide array of customers under the firm belief that Goal Zero products make lives brighter. Prior to Goal Zero, Patrick held leadership roles at Sundance Catalog and Orvis.

Patrick was born in Salt Lake City and grew up fishing, hunting, skiing and climbing in the Wasatch and Uinta mountains. After leaving Utah to pursue career opportunities throughout the west, Patrick eventually ended up in Manchester Vermont where he met his wife. In 2013, Patrick and his wife moved back to Utah to raise their two boys in the mountains. The Keller family is outside whenever possible skiing, climbing, biking and fishing.

John Lebaron – Chief Revenue Officer, Pattern

John is a tenacious, entrepreneurial marketer with a passion for high quality work, data-driven decisions, and demonstrated results.

What turns his crank? Generating persistent demand for brands who love their customers. He believes that life is too short for metric-less marketing and that customers aren’t waiting for better deals—they’re waiting for better brands. So make it personal.

Beth Colosimo – Executive Director

Goldman Sachs 10,000 Small Businesses and Business Development Resources

Beth Colosimo is the Executive Director at Salt Lake Community College (SLCC) for all things small business.  She directs Goldman Sachs 10,000 Small Businesses, the Business Resource Centers in Sandy and Park City, the Business Incubator, the Global Business Center, as well as the Small Business Development Center (SBDC) and the Refugee Leadership Youth and Adult Programs.  Her divisions provide training and education, and access to resources for entrepreneurs, start-ups and small businesses, to help them overcome obstacles and grow their enterprises.

Beth founded, owned and operated Wasatch Home Furnishings in Draper.  As an entrepreneur, she understands the challenges of owning and operating a small business and enjoys working with entrepreneurs at all stages of business development.

Beth’s diverse professional background includes an extensive sales career in corporate America, small business ownership and business development for non-profit organizations.  Beth serves on numerous boards including Sandy Area Chamber of Commerce, World Trade Center Utah, Salt Lake County Revolving Loan Fund, MEP, SCORE and District Export Council.

Chase Anderson – Program Coordinator – Outdoor Product Design & Development (Utah State University)

Chase is passionate about connecting students to industry and vice versa. He has been leading Industry Outreach efforts for the 4 year old OPDD program for the last two years including helping form the OPDD Industry Advisory Board, helping to create talent pipelines to Utah industry including internship / full-time hires, as well as leading marketing efforts for the program. Formerly, Chase was a marketing manager at ICON Health & Fitness supporting various fitness brands and spent some time with Cotopaxi on their field marketing team. He enjoys camping, cycling, and fly fishing.

Cass Morgan – Program Director, Outdoor and Community Recreation, Weber State University

Cass Morgan is an associate professor and program director for the Outdoor and Community Recreation program at Weber State University. Cass’s research interests focus on college and career readiness, recreation and youth development, and program efficacy. Cass holds a Ph.D. from the University of Utah in Parks, Recreation and Tourism. Prior to working in the university she enjoyed a career in recreation planning, research, outdoor education and youth development. Cass enjoys mountain biking, skiing, rafting, climbing and camping with her husband and their three boys.

Lena Laasko – Director of Human Resources, Specialized

Lena has been in the Human Resources field for over 20 years. She began applying her Bachelors Degree in Psychology from Western Washington University immediately in the pursuit of improving workplace dynamics through roles in vocational rehabilitation before focusing on Human Resources. She spent twelve years in the mining industry specializing in recruiting, benefits, employee relations, and change management. These roles were in a variety of business environments, including mining operations, global headquarters, and shared services. In 2011, she created and formed the Human Resources function at Petzl America here in Utah and realized the power of blending vocation and recreation through work over the span of nearly eight years. Now, at Specialized Bicycle Components heading the Human Resources function over two locations, she continues to contribute professionally to workplace excellence. The position of Vice Chair on the board of Utah Outdoor Association provides a unique opportunity to support the growth of the outdoor industry on a broader basis. One of her longtime passions is bridging the relationship between industry and academics, and supporting the connection of students to the workplace.

Outdoors, she is out using her IKON pass or backcountry skiing in the winter, and summer pursuits include SUP-ing or rafting one of our several inflatable boats down rivers near and far. Lena has lived in many places (twice internationally and in four states), traveled as a tourist to 32 countries. Now, she is firmly rooted in this amazing locale along the Wasatch for almost 20 years.


Presenting Brands

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Utah Outdoor Mid-Year Summit

Register Now

*UOA Members to receive discounted ticket pricing

Jun. 28, 2019

Snowbird Resort

9385 S. Snowbird Center Dr.

(Snowbird Center)

Snowbird, UT 84092