Redefining Safety and Performance through the Insider’s Perspective: Founder Friday Series
Redefining Safety and Performance through the Insider’s Perspective: Founder Friday Series
The outdoor industry thrives on founders who see a gap and build the bridge. This August, we’re thrilled to welcome two emerging brands to Outdoor Retailer that are redefining safety and performance through the insider’s perspective.
Check out today’s entries into our Founder Friday Series!
Smarter Safety: Adiona Alert
While satellite devices made by giants like Garmin, ZOLEO, and Bivy Stick have revolutionized backcountry safety, Jean-Stéfane (J.S.) Bergeron found a way to make all those devices even more effective. The company came about when Jean-Stéfane realized that even though he was carrying all the latest technology on backcountry trips, he could still be caught off guard by rapidly changing conditions. His solution? Adiona Alert.
Adiona Alert continuously monitors safety alerts issued by thousands of public agencies throughout Canada and the United States. The innovation lies in its precision: it sends only relevant alerts to your satellite device based on your specific location. “We have now sent over 16,000 severe weather, flash flood, wildfire, and other safety alerts to our users,” Jean-Stéfane told us.
At Outdoor Retailer, he’s excited to network with other founders doing similarly innovative work. “An insider perspective enables [small companies] to identify genuine market gaps and develop solutions that address real-world problems rather than perceived needs,” he says. “We have close relationships with our customers, gather direct feedback, and build products based on real user experiences.”
Ultralight Mindset: LEVE Outdoor Co.
When telling his founding story, Cameren Abila likes to acknowledge his grandma. That’s because she helped him sew some of his first ultra-lightweight outdoor garments that now have a strong following in the through-hiking, trail running, and backpacking communities. “Everything we make is designed with an ultralight mindset—prioritizing low base weight, breathability, and real-world usability over excess features,” Cameren says. “The goal is gear that earns its weight in your pack.”
Nowadays, Cameren and his small crew at LEVE Outdoor Co. hand make items out of a small factory in Placerville, California and the plan is to grow the product line but remain laser-focused on products that meet specific user needs. “Growth is important but staying true to how and why we build things matters more,” he says. At OR, attendees will see a variety of LEVE’s products, but the hero piece is their Alpha 90 Hoody that’s feathery light but provides outstanding warmth and breathability for a wide variety of users.
Why Discovery Matters for Retailers
These brands represent just a fraction of the innovation happening at the grassroots level of our industry. Small brands are the lifeblood of gear evolution! They are agile, they are hungry, and they are listening to the users because they are the users.
For specialty independent retailers,
- Elevate your retail strategy by offering products big box stores ignore.
- Forge strategic partnerships with founders who are eager to grow with you.
- Engage your community with stories of authenticity and problem-solving.
Don’t miss your chance to meet brands like these and dozens of other innovators at the Summer 2026 show. This is where discovery happens!
Be sure to stay tuned, we’ll continue to highlight new and emerging brands every week on our LinkedIn as a part of our Founder Friday Series!