The Innovation Project: Feral Mountain Co., Episode 2

In Episode 2 of The Innovation Project, we talk to Jimmy Funkhouser, founder and owner of Feral Mountain Co. in Denver, Colo.
Author:
Publish date:


** To watch more episodes of The Innovation Project, click here.

Jimmy Funkhouser came to the outdoor industry from a corporate job with Toys "R" Us. He's always been an outdoor junkie, he says, and so he started Feral Mountain Co. in Denver to help align his personal and professional lives.

"I want to live an intentional life," he says. "I want to live a life that I'm proud of, and I think that this industry is filled with people that are living an intentional life, and are doing what they love. For us, it's just about being authentic."

The sign "Create Adventure" is posted around Feral Mountain Company

"Create Adventure" is Feral Mountain Co.'s mission statement, and Funkhouser makes sure everyone knows it. The statement is posted around the store where it's highly visible for both employees and customers. // Photo: Courtesy

Feral Mountain Co.'s mission statement is "Create Adventure," which is posted around the store in places where employees and customers can easily see it. It's a simple mission, but it informs everything the retail shop does.

Figuring out what you want your business to be about is critical to crafting a successful, authentic brand, Funkhouser says.

"Every decision we make has to account for that mission, ['Create Adventure'], whether it's hiring, staffing, buying, building relationships, marketing. Everything," Funkhouser says. "I ask myself that question: 'Does this help create adventure for people?' And if it doesn't, we don't do it."

MountainHardwearLogo

This nine-part series was produced in partnership with Mountain Hardwear.

Related

Photo by Caveman Collective

The Innovation Project: Midwest Mountaineering

** To watch more episodes of The Innovation Project, click here. Rod Johnson started Midwest Mountaineering, in Minneapolis, 46 years ago in his kitchen. He was “poor as a church mouse,” he says, and used his father’s business letterhead to buy gear at wholesale prices and ...read more

-Chris Haunold

The Innovation Project: Idaho Mountain Touring

** To watch more episodes of The Innovation Project, click here. Produced in partnership with Mountain Hardwear. Chris Haunold, owner of Idaho Mountain Touring, has been in the biz for more than 30 years. But his love for gear goes back even further, and still drives what ...read more

20180512_Feral Idaho Springs Shop Streetscape crop 2

A retail success story

On a recent rainy Thursday afternoon, the front door of Feral Mountain Co. swung open and in walked two scruffy guys wearing backpacks stuffed with everything they’d need for a trip to Canyonlands. Hours before they set out for Utah, they stopped by the Denver store for a few ...read more

Sportago

The Innovation Project: Sportago

Sportago has been in business for 33 years largely thanks to a hyperlocal customer base in St. Helena, California. They’re a loyal bunch, but that means the store has to work hard to keep up with frequent shoppers’ demand for new product. “Versatility is really important,” ...read more

Summit Hut

The Innovation Project: Summit Hut, Episode 5

** To watch more episodes of The Innovation Project, click here. Dana Davis was a longtime employee of Summit Hut in Tuscon, Ariz., when she and her husband, Jeremy, bought it from founder David Baker in 2011. Summit Hut started an e-commerce website in 1998—early for a ...read more

SNEWS April Editor's Note

Innovation Project | Alpenglow Sports

For Alpenglow Sports owner Brendan Madigan, "sharing the stoke" is as important to his business as the bottom line. ** To watch more episodes of The Innovation Project, click here. "I think people derive happiness, not from things, but from experiences and relationships," he ...read more