Founder Friday Series: Studio Spye and MyTrailPals
Steff Fuentes, Studio Spye
How the heck does a brand stand out in today’s saturated outdoor product market? One clever way is to work with Studio Spye, an innovative, Minnesota-based creative studio that helps companies build unique and engaging identities, products, content, environments, and experiences. A clear example of their work is Donkey Label, a cycling apparel brand that Studio Spye helped turn into a cult classic and one of the most sought-after kit makers in the United States. “From strategy and identity to product direction, content, web, and brand experience, [Donkey Label] reflects our belief that the strongest brands are built from the inside out,” says Steff Fuentes, Studio Spye’s head of Sales and Marketing.
If he had to boil down Studio Spye’s formula for success, Fuentes says authenticity is what counts most—“We want brands operating close to the ground. The ones driven by obsession rather than scale. The ones creating culture instead of chasing it.” At the upcoming Outdoor Retailer Fuentes says Studio Spye is excited to learn more about where things are headed so the agency can continue to find innovative ways to help brands stand out and make meaningful connections. “There’s no better way for us to learn than to show up, listen, and spend time with the people building the future of the industry,” he says.
Gunjan Utreja, MyTrailPals
There are plenty of apps and websites that will help you find the best hikes, camping spots, and day trips in your local area. But what if you want to find new people to adventure with? That’s where MyTrailPals comes in. Started by Gunjan Utreja, the website is a hub for anyone who wants to host or participate in an outdoor group activity. “We help outdoor leaders host free, donation-based, and paid experiences while making it easier for people to find welcoming communities and explore together,” Utreja says.
Right now the site is full of upcoming hikes and guided tours and Gunjan recently hosted a women’s-only beginners camping trip that helped people learn the basics of spending time outside and under the stars. Going forward she says the plan is to expand to a broad array of activities including trail running, nature photography, birding, wellness, and conservation. But she’s also clear to point out that growth isn’t the main metric she’s chasing. “What excites me even more is the possibility of helping more people experience the outdoors in a way that feels welcoming and accessible,” she says. “If we can help someone build confidence, find community, or discover a lifelong love of the outdoors, that’s success.”
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.