The Rock Fight: GOA Discovery Marketplace Kansas City

Episode: 6 Brands That Deliver The Goods
Release Date: November 10, 2025
Hosts: Colin True, Owen Comerford, Producer Dave

Episode Overview

In this live episode from GOA Connect in Kansas City, Colin True, Owen Comerford, and Producer Dave dive into their top six brand discoveries from the Discovery Marketplace—the outdoor industry’s key showcase for emerging and innovative brands. With characteristic unfiltered banter and sharp industry insight, the hosts share what stood out to them, why these brands matter, and what trends are shaping the outdoor retail landscape. Expect plenty of lively debate, memorable quips, and honest takes on gear innovation, retail strategies, and where outdoor culture is heading.

Key Discussion Points and Insights

1. The GOA Discovery Marketplace Experience

• Energy and Format: The hosts agree this is one of the most consequential events for the outdoor industry—offering an efficient, cost-effective ($1,000 booth) way for brands and retailers to connect in a focused, five-hour window.

  • “It feels like it was successful from our standpoint... I'm getting to meet with retailers, that's why I'm here.” – Colin (04:04)
  • “It’s about $1,000 or whatever to be there, which is a lot less than other shows… you’re getting a quality five hours out of that.” – Owen (04:30)

• Positive Vibes: Noted industry enthusiasm for this marketplace format, particularly its support for up-and-coming brands and genuine retailer engagement.

2. Six Standout Brands from the Show

Rugged Road – The Lightweight Cooler Disruptor

• Innovation: Uses patented foam-first construction, resulting in dramatically lighter coolers (less than half the weight of comparable roto-molded brands like Yeti), without sacrificing insulation performance.
  • “For the same capacity, same ice retention life, less than half the weight. So, really a fun technology.” – Owen (06:46)
• Design Features: Modular parts for easy repair; optional Bluetooth-enabled drain plug sends temperature readings to your smartphone; floats upright and comes with an anchor accessory.
  • “I’ve never been excited about a cooler before…this was one of the more impressive things I saw.” – Colin (07:21)
• Lifetime Warranty: Surpassing Yeti’s five-year warranty.
• Price Point: $375 MSRP, competitive with Yeti.

VSSL (Vessel) – Coffee Rituals for the Outdoors

• Rebrand: Transition from a “prepper” brand to “coffee outside” specialists, spotlighting their modular, over-engineered coffee kits.
  • “Their tagline is drink coffee outside; they're trying to empower people to get outside and enjoy coffee.” – Colin (11:07)
• Nest Pour Over Kit: All-in-one system—two mugs, a stainless pour-over filter, and a hand grinder—fitting together in a sleek, instantly recognizable (vowel-less!) package.
  • “From an engineering perspective, just a beautiful piece of kit.” – Owen (13:14)
• Unique Selling Point: Overbuilt design and premium aesthetic elevate otherwise crowded tumbler/coffee kit market.
  • “Totally over engineered. And that’s what I love about it.” – Producer Dave (11:53)

NNormal – Trail Running Innovation with Style

• Background: Founded by Kilian Jornet in partnership with Camper (Spanish footwear brand); combines performance with distinctive Euro-inspired style.
  • “My key takeaway: their whole thing is built on shoes lasting longer—double the life of normal trail running brands.” – Colin (16:03)
• Design Notables: Durable build, visible stitching, wider Hoka-esque soles, and sub-$200 price point for some models.
  • “It’s trail running of the near future…their design language and visual aesthetic set them apart.” – Producer Dave (17:56)

Lems Shoes – Fit-First Minimalism Grows Up

• Brand Story: 15-year “overnight success;” built loyal D2C following and now gaining momentum in wholesale retail for their fit-focused, wide variety of minimalist-to-casual footwear.
  • “Anytime you walk by their booth, you were walking around people because there were so many people in their booth.” – Colin (22:14)
  • “Fit drives loyalty... it's the same thing with shoes. If you find shoes that fit your foot... you're going to buy them in every style.” – Owen (23:21)
• Category Evolution: No longer just true barefoot shoes; expanded into hikers, boots, Chelsea boots, and more.

Thacker NYC – Streetwise Outdoor Aesthetic

• Design Disruption: Eye-catching vests, ponchos, and bags in shiny, bright materials stand out from the “sea of sameness” in outdoor retail.
  • “If you walked around the Discovery Marketplace... one of these things is not like the other. This is a very different play.” – Owen (24:45)
• Retail Strategy: One-size-fits-all, Velcro-adjustable pieces; high-utility fashion for affluent outdoor consumers looking for style and utility.
  • “The reason why Amustra would have looked at a brand like this is because it's like the jewelry of the store... gives you that pop, that really interesting piece.” – Owen (26:55)
• Category Challenge: Testing how far outdoor retail will reach toward overtly fashion-forward (vs. performance-focused) brands.

Lux Fly – Gourmet Backpacking Meals

• Founder Story: Chef Sarah (with past celebrity clientele) creates freeze-dried, gourmet meals with high-quality, whole ingredients—addressing “gas” and filler issues found in legacy brands.
  • “Here's something... a mature category that’s actually being pushed forward.” – Colin (35:09)
• Menu Creativity: Biscuits and gravy with shiitake, restaurant-quality French onion soup, vegan/gluten-free options, creative flavor profiles like Banh Mi curry noodle bowls and black & blueberry shortbread cobbler.
  • “Her mushrooms and biscuits and gravy has shiitake mushrooms in it… you could have these things on a menu in a restaurant.” – Owen (32:07)

Notable Quotes and Memorable Moments

• “There’s nothing like it. It’s a great show... the energy on the floor of Discovery is great.” – Owen (03:18)
• “It was for a part of the show where we’re going to see new brands... [yet] probably one of the most low energy introductions to a show I could possibly imagine!” – Producer Dave, poking fun at their own intro (05:27)
• “If your wholesale business is important to you—this is the event to go to.” – Colin (05:10)
• “The most important part of this cooler is the fact that it floats upright. Like, that's just cool.” – Producer Dave (09:33)
• “It is a true vessel for your liquid gold.” – Producer Dave, on VSSL’s coffee kit (11:53)
• “Their design language and the visual aesthetic… stepping into their booth was like stepping into the trail running of the near future.” – Producer Dave, on NNormal (17:56)
• “Lem's have a pretty wide range actually, for a smaller company... every time I put on a pair of Lem's, the fit’s incredible.” – Colin (23:54)
• “They're really bright, some are shiny, definitely has a design point of view... will outdoor retail embrace this?” – Owen, on Thacker NYC (28:43)
• “Gourmet meals with gourmet ingredients by a gourmet chef…you could have these things on a menu in a restaurant.” – Owen, about Lux Fly (32:07)
• “As these brands enter the space, wouldn’t your advice be to hit them over the head about what’s interesting about you and the brand before you talk about the product?” – Colin, on brand storytelling (32:54)

Additional Honorable Mentions

(36:01–41:18)

• CLLA (Hat Brand from Montreal): Now with new leadership and broader appeal in the endurance market.
• Swanee: Heritage winter gloves brand under new management, refocusing SKUs, and ramping up its marketing after years of coasting.
• Salty Crew: Surf/fish fashion intersect; notable for flannels boasting “Durable Blood Repellency,” a niche, practical application.
  • “The flannel for when you’re out gutting fish...you get some blood on a non-DBR flannel and it’s shot.” – Owen (38:20)
• Swoop (Alaskan Women’s Apparel): Inclusive, comfort-oriented styles (insulation pants, tunic dresses, bras) designed by/for real women, with a confident, unapologetic brand voice.

Notable Segment Timestamps

| Segment | Topic | Timestamp | |---|---|---| | GOA Discovery Marketplace overview | Event energy, format, value | 03:16–05:11 | | Rugged Road | Cooler innovation/deep dive | 06:18–10:33 | | VSSL (Vessel) | Coffee kit, rebrand, aesthetics | 10:44–15:19 | | NNormal | Trail running, design, ethos | 15:25–18:43 | | Lems Shoes | Retail growth, fit, variety | 22:14–24:31 | | Thacker NYC | Fashion in outdoor, retail play | 24:45–30:21 | | Lux Fly | Gourmet backcountry food, storytelling | 30:27–35:26 | | Honorable mentions | CLLA, Swanee, Salty Crew, Swoop | 35:33–41:18 |

Language and Tone

The conversation is authentic, irreverent, and deeply “insider” for outdoor industry pros and enthusiasts—rich in engineering, product, and retail lingo. Banter abounds, but the hosts consistently dig beneath the surface to question innovation, marketing claims, and retail trends, all while celebrating gear geekery and outdoor community quirks.

Conclusion & Parting Shot

Colin wraps the episode (41:22) with a tongue-in-cheek “Parting Shot” celebrating the gender-neutral, privacy-first bathrooms at the Kansas City airport—an industry disruptor for the traveling GI tract. In true Rock Fight style, he demands every airport tour these facilities and “level up.”

For the Outdoor Industry:

If you want to see what’s really moving the needle—whether it’s a modular cooler, a gourmet camping dish, or a flannel that repels fish blood—The Rock Fight’s Discovery Marketplace round-up is required listening (or, at least, a key read).