Founder Friday Series: Wolfpack and Booe
Starting a business is hard. Starting one that solves a problem you’ve lived yourself? That’s a different kind of motivation. This week’s Founder Friday features two entrepreneurs who turned personal frustrations into products built for the outdoors — one for the chaos of family ski trips, and one for anyone who’s ever worried about their phone meeting a watery end.
This week’s entry to the Founder Friday Series is Danielle Goikhman of Wolfpack, and Dan Martinson of Booe.
Danielle Goikhman, Wolfpack
Packing for a ski trip is the worst. And it’s even harder when you have kids. Keeping track of the outerwear, gloves, helmets, goggles, socks, and buffs feels nearly impossible. That’s why Danielle Goikhman launched Wolfpack, which makes a gear hauling solution called the Alpha Family Pack. The outside is a 36-inch-long soft case that holds up to five well-sized packing cubes, and each cube holds all the clothing and accessories for one family member. “What started as a personal pain point turned into a purpose-driven product designed to simplify family travel and get people focused on the experience, not the logistics,” Goikhman says.
Built from reinforced water-resistant materials, the pack comes with wheels and a telescoping handle so it can be hauled through airports, checked on airplanes, and tossed around ski areas lodges. “The idea was to combine durability with thoughtful compartments so every piece of gear has a place… and to replace the need for multiple bags and make travel significantly easier,” Goikhman says. Once Wolfpack has become a well-trusted companion for ski families, the plan is to take this same approach and apply it to all aspects of family travel. “Our goal is to become the go-to solution for organized, stress-free adventure travel, whether that’s snow, camping, beach, or beyond, while continuing to innovate around real family needs,” she says.
Dan Martinson, Booe
Newer phones will survive in a downpour or if you drop them in a toilet. But if you want to take your phone snorkeling and swimming, or want to make sure it doesn’t sink if tossed off your standup paddleboard, you’ll need a floatable waterproof case. That’s where Booe comes in. The company, based in Minnesota, makes a waterproof pouch with an attached lanyard, as well as a waterproof shoulder/fanny pack, both of which are designed for people who play in the water and never want to worry. The products are built around the company’s proprietary, toothless zipper that makes their bags waterproof, submersible, and buoyant. Clear panels on both cases allows users to access the touch screens without removing the phones, and there’s a wide variety of bright, beach-friendly colors.
After lots of success online, Brenton Schulze, the Vice President of Sales, says Booe plans to expand its brick-and-mortar footprint and continue building a customer base that’s looking for products at the intersection of adventure and fashion. There will also be a push for continued innovation. “There’s something to be said for the fact that small gear brands like ours tend to be built by people who live the lifestyle,” Schulze says. “The founders, the designers, the people answering customer emails are often the same ones out on the water on weekends. That proximity to the experience creates better products, full stop. It’s harder to lose sight of what actually matters when you’re using the gear yourself.”
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.