Inside the Outdoor Industry: Lessons from REI, Osprey, and Years Filming in the Field | HikeStrong | Ep. 33

What do years inside the outdoor industry actually teach you about gear, preparation, and creating in nature?

In this episode of the HikeStrong Podcast, Marcus Shapiro sits down with outdoor photographer and filmmaker Dan Holz, co-founder of Fieldborn Creative, to talk about what he learned from nearly a decade working on the retail floor at REI, more than seven years leading photo and video at Osprey, and decades working in the field with hikers, athletes, and outdoor brands.

Dan shares behind-the-scenes insight into how outdoor gear is really designed and tested, why pack fit matters more than weight, and how working with real athletes in the field differs from staging outdoor marketing shoots. Drawing on his experience as a photographer and filmmaker, he explains how preparation — both physical and logistical — allows people to be present on the trail and on set, rather than just getting through the day.

Marcus and Dan also talk about how COVID reshaped hiking culture and the outdoor industry, what brands learned during that surge, and why authentic outdoor storytelling depends on lived experience, not polish or performance.

Whether you’re a hiker planning a big trip, someone curious about how outdoor brands operate behind the scenes, or a creator interested in authentic outdoor storytelling, this episode offers an honest, grounded perspective from someone who’s lived it.

Featured Guest
Dan Holz
Co-Founder, Fieldborn Creative
Dan is a lifelong outdoor professional whose career spans retail leadership at REI, creative direction at Osprey, and decades of fieldwork capturing authentic outdoor stories around the world. His work is rooted in lived experience and reflects how adventure actually unfolds.
🔗 Learn more: https://fieldborncreative.com

Dan and Marcus will both be at https://hikeexpocolorado.com/ in May 2026.

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