When you think about brands that have left their mark on the outdoor industry, Mystery Ranch is definitely one that comes to mind. During his time as President, Alex Kutches helped shape the brand’s identity, grow its audience, and set it up for long-term success. I recently had the chance to sit down with Alex to talk about that journey—specifically, Mystery Ranch’s partnership with the TV series Epic Trails and the YouTube channel BackpackingTV. Our conversation dives into the power of authentic storytelling, the lessons learned from media partnerships, and what other outdoor brands can take away as they navigate today’s fast-changing media world.
Outdoor industry veteran Alex Kutches
Looking back at your time leading marketing and brand strategy at Mystery Ranch, what were some of the most pivotal decisions that shaped its long-term growth and relevance?
“The primary thing that helped the brand was an incredibly strong and well-articulated sense of self-shaped the marketing efforts, that coupled with a very humble budget at the time. As the team evaluated how to spend our very limited budget on marketing elements in 2014, we really focused on some classical brand marketing through PR efforts to make trade aware of the brand. Attendance at trade shows, building out the sales distribution and beginning to address the core consumer in our chosen markets through advertising and events were important. The website was transactional when I first arrived, but I would say lots of effort was spent to make it easy to shop for the consumer and that the experience for the customer helped them get excited about the brand as well as easily guide them to the right product for their needs.”
What should new outdoor brands prioritize if they want to build lasting brand equity?
“I think the most important thing is know the Brand’s Mission, Vision and Values. This helps shape your core message, who you hope to become and the difference you want to make in this world. It also helps identify the way you are going to communicate with your chosen audience.”
The Epic Trails crew filming in the Southern Gulf Islands
You partnered with Epic Trails and BackpackingTV. What originally drew you to that collaboration, and what were you hoping to achieve?
“At the time, the brand needed to reach more people, and we saw the benefits of quality content being generated to engage the customer in an authentic way. The brilliant thing with both programs was the distribution strategy. It got the brand in front of so many customers with scheduled programming and a regular cadence of new content, I knew then that we had to find a way to commit some budget to try this out. The metrics we saw in the first year were impressive.”
What made this kind of long-form content different from traditional ads or influencer campaigns?
“Authenticity and consistency of running in the show scheduling. The placements were not gratuitous, so the product was a part of the story but not the main thing. Product was also out in the field being used in stunning locations through the show’s strong ties to tourism and it really highlighted how someone being properly equipped can have a great experience as they spend their valuable time going to these amazing places. The product showed up as a gateway to get away and experience the outdoors.”
Former host of Epic Trails, Eric Hanson, and fellow YouTuber Dan Becker, filming with the Mystery Ranch Bridger Pack in South Dakota
Outdoor consumers are savvy. How did you ensure your presence in Epic Trails and BackpackingTV felt authentic and not forced?
“The team at Heliconia developed trust with our team. The hosts of the show spent time with our team learning about the product so they understood the benefits of the products they were using and this helped them to naturally mention features and pack their kit in a way to show folks how to use the product. I also believe it really helps that the shoots occur in the real world so you can see the host in action, in a real landscape the viewers want to experience. I would also say the hosts are great to work with and have a natural passion for the program and this shines through the filming.”
What role did storytelling play in building trust with that audience?
“Storytelling helps the end user see something in the brand’s products that speak to them. Stories are relatable and part of building community as people engage in the hiking boots that enabling them to get to that super cool mountain lake basin in the Washington Cascades, or the travel bag that enabled them to travel comfortably through Europe. The stories bring the product to life, excite the imagination of possibilities and they draw the end user closer to the brand when see something they can align with or be inspired by.”
The Epic Trails crew filming in Liechtenstein
What was it like working with the Epic Trails team, and what was your level of involvement in shaping the content?
“The team at Epic Trails was easy to work with. They shared their needs with the marketing team so the brand was able to provide the right product to enable the hosts to successfully execute on their trips all while meeting the needs the brand had of growing new programs through exposure and education. Another major area that I appreciated was the Epic Trails team taking the time to get educated about the product so they were able to provide expert insider information to the customer in an authentic way through field use.”
Did the campaign drive tangible results for the brand? What kind of impact did you see?
“There were great results both in terms of overall awareness over time, frequency of exposure through multi-episodic exposure, and a nice blend of overall brand marketing as well as performance marketing metrics.”
The Epic Trails crew filming in North Dakota with the Mystery Ranch Bridger Pack
What should other outdoor brands look for in a media partner to make these collaborations successful?
“There are three things I look for: First off, the media partner should be able to articulate value and expertise in the area where the brand has a need and is looking to invest. The partner should have metrics of their activities where they demonstrate actions they executed for the brand, the costs associated with the project and then they should be able to share both brand and performance metrics to the degree they are able to share these. Second, there needs to be a good fit with the media partner in terms of values as well as the outputs from the media partner to add value in the marketing mix as the brand is seeking to gain exposure. The agency is an extension of the brand so I always ask the question if these folks are people I can work shoulder to shoulder with. Lastly, I look for impact in terms of exposure of the brand depending on the type of activity that I am evaluating for. Example: if it is PR, does the agency have amazing reach into the core audiences I want to make an impact or if it is a digital media spend, does the finished product and the distribution strategy align with my goals and help experience the reach I am seeking according to my budget?”
Any lessons learned you’d pass on?
“The biggest lesson I have learned is that things are always shifting around and it has been impressed on me to remain open and teachable. There has been such a shift over the past few years, never mind decades, that a marketer needs to stay aware of what is happening in the market and as well as the ways the customer is engaging with the brand in order to reach them effectively with product and brand messaging that is effective and authentic to the customer.”
The Epic Trails crew filming a rock climbing segment in West Virginia
Where do you see the biggest opportunities for outdoor brand marketing over the next few years?
“I think the biggest trend I am seeing is how Outdoor has become part of the fabric of the larger contemporary culture. What I mean by that is parents are dropping kids off at the climbing gym or the ski hill today just like they do with ballet or soccer practice. Outdoor used to be for ‘core’ participants predominantly. These are the folks that live their life to be outside with great regularity every week. Today we still have some of these core customers but there is a huge audience of more outside-sy people who incorporate outdoor activities into their lives on a less frequent basis and also at less hard-core level, yet they still enjoy the outdoors. The industry needs to make sure that these folks are included in their primary messaging as the marketplace continues to shift and change.”
If you were launching a new outdoor brand today, what would be your first strategic move?
“Clearly define who the brand is in order to keep our limited resources targeted on the core customer, the primary brand promise and all activities that support those two big overarching topics.”
The Epic Trails crew filming in the Ancash region of Peru
Looking back on Alex Kutches’ insights, a clear theme emerges: lasting brand growth comes from authenticity, clarity, and consistency. At Mystery Ranch, success was rooted in a strong sense of identity and a focus on mission, vision, and values—even when working with limited budgets. Partnerships like Epic Trails and BackpackingTV proved the power of authentic storytelling to build trust, connect with consumers, and highlight products in ways that inspire adventure rather than push a sales pitch.
For other outdoor brands, Alex stresses the importance of choosing media partners who align with your values, can demonstrate measurable impact, and feel like true collaborators. Above all, he reminds us that the industry—and the consumer—is constantly evolving. Brands that stay open, adaptable, and committed to telling genuine stories will be the ones that thrive in this shifting outdoor landscape.
About Alex Kutches
Alex’s career in the outdoor market reflects a life committed to helping people have a better experience as they encounter the natural world through the outdoors. Most recently, as President of Mystery Ranch, he guided the company through a fourfold revenue increase, which culminated in its acquisition by Yeti in 2024. His leadership has also been instrumental at Outdoor Research and Marmot, where he drove significant sales growth and brand expansion. Throughout his career, Alex has focused on building strong teams and delivering products that enhance outdoor experiences.
About the Author
As the Brand Alignment Manager at Heliconia, Malvin Young specializes in connecting outdoor adventure and travel brands with their ideal audiences through strategic media initiatives and authentic storytelling. Malvin’s passion lies in helping brands stand out in the crowded outdoor product markets, ensuring that their stories resonate with the international adventure community, and builds lasting connections with audiences.
If you’re ready to explore our brand partnership opportunities, schedule a call with Malvin Young, our Brand Alignment Manager.
👉 Schedule a call with Malvin here
About Heliconia
Heliconia is an award-winning production company dedicated to creating stories that connect people with the outdoors. Through expert-led projects and original TV series, we bring products and experiences to life in ways that inspire, educate, and build trust. Our shows are broadcast into millions of households across top U.S. networks and streaming platforms, while our digital and social content keep audiences engaged beyond the screen. From breathtaking visuals to authentic storytelling, Heliconia helps brands stand out by producing content that resonates long after it’s watched.
For Brand Partnerships:
Malvin Young
Brand Alignment Manager
malvin@helipress.com
For Commercial Sales:
Adam Best
Ad Sales Manager
adam@heliconia.ca
For Tourism Partnerships:
Stefanie Manton
Tourism Partnership Manager
stefanie@helipress.com
For Media Inquiries:
McKenzie Dolan
Marketing & Account Manager
mckenzie@heliconia.ca
Lacey Conrad
Marketing Coordinator
lacey@heliconia.ca
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