Founder Fridays Series: Building What’s Missing
One Shared Mindset: Build What’s Missing
In this entry to our Founder Friday series, we’re highlight more incredible emerging brands that you can find on the show floor at Outdoor Retailer! These two leaders saw gaps in the outdoor industry—and built solutions from the ground up.
Joy Seward, RecPak
It can be tough to properly fuel on big days and ensure you’re eating enough and the right kinds of calories. That’s where RecPak comes in. Co-founded by a Marine and mountaineering instructor, these meals provide everything you need to stay focused and moving. Most importantly, RecPaks contain a whopping 700 calories, 43 grams of protein, 89 grams of carbohydrates, and key electrolytes including 570 milligrams of sodium and 830 milligrams of potassium, providing athletes with a just-right boost of fuel. All that food also comes in an easy-to-transport pouch that can be thrown in your bag and forgotten until it’s time to eat.
To make a RecPak, users just need to add water, eliminating the need to stop and cook a full meal. Flavors include chocolate, coffee, and vanilla chai, and the pouches have already become essential gear for hikers, backpackers, runners, military operators, backcountry guides, and first responders including wildland firefighters. According to co-founder Joy Seward, it just takes one try for consumers to become believers. “Our product is definitely unique and it’s something you really need to see, hold, and taste to fully understand,” she said.
Kara Hardman, Thicket Adventure
When Kara Hardman started looking for hiking apparel she couldn’t find companies that catered to plus-size people. The message wasn’t explicit, but it was clear: you don’t belong in the adventure world. To create the kind of inclusion that was missing, Hardman co-founded her own company: Thicket Adventure. Today, Thicket’s hero product is the Brecken Pant, which comes in two fits, belly and booty, sizes 14–30, and features a signature yoga waistband for comfort and security, four-way stretch nylon for durability and movement, and quick-dry fabric to wick sweat or for water adventures.
To develop the pants, Thicket Adventure worked with over 100 plus-size fit testers with a wide range of body types. “Most outdoor gear is just sized up from straight-size patterns but we started from plus-size bodies first,” Hardman told us. Down the road, Thicket plans to launch additional apparel pieces including shorts and sun protection so buyers have an entire hiking kit that doesn’t compromise on fit. “Our goal is simple: when someone plus-size needs outdoor gear, they immediately think of Thicket,” Hardman said.
Why These Founders Matter
Founders like these demonstrate what happens when founders listen to the needs of the outdoor community and respond with thoughtful, human-centered design. For retailers, these brands represent the kind of innovation your customers crave: practical solutions that enhance functionality, ease of use, and quality of life outdoors.
Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.