KORE Outdoors Podcast Tony McWilliam: Lessons from Faction Skis on Building Brands with Focus and Intention
In this episode, Christian talks with Tony McWilliam, founder of Faction Skis, about the realities of starting and scaling a product-focused brand. Drawing from his design background, Tony shares how design thinking helps with branding, problem-solving, and decision-making. He dives into the risks of expanding too quickly, the importance of staying focused, and why early-stage founders should do every job themselves. They explore the value of deep relationships with factories, retailers, and mentors and candid advice on margin, funding options, and building a sustainable business. A must-listen for outdoor industry entrepreneurs navigating the messy middle of brand growth.
Episode Highlights:
- Why design thinking is a powerful framework for brand building and problem-solving.
- The three pillars every business needs: Product, Demand, and Distribution.
- What founders should not outsource in the first few years.
- Why deep relationships with factories are more valuable than chasing the cheapest quote.
- Candid advice on margin: it matters, but not at the expense of long-term success.
- The importance of mentorship, community, and asking for help in the early stages.
Links:
- KORE Outdoors
- Tony's Website: The Woods Agency
- Candide Skis
- Forward Outdoor Apparel
- Faction Skis
- Db Journey
- Black Crows Skis
- Looking Sideways Podcast with Db Journey founder Truls Brataas
Connect with Tony on LinkedIn
Connect with Christian on LinkedIn
The KORE Podcast is a production of the Kootenay Outdoor Recreation Enterprise and is supported by the Province of British Columbia. Learn more about KORE and the podcast: https://koreoutdoors.org/podcast/