The Rock Fight: Outdoor Retail Shakeup — Closures, Comebacks & Community

Podcast: The Rock Fight: Outdoor Industry & Adventure Sports Commentary
Host: Colin True (A)
Guest: Todd Frank (C), Owner of Trailhead, Missoula, MT, Board Member – Grassroots Outdoor Alliance
Air Date: September 5, 2025

Episode Overview

This candid episode dives into the current shakeup in outdoor retail—store closures, shifts in consumer behavior, the rise of new specialty shops, and the evolution needed for retailers and brands to thrive. Host Colin True welcomes industry veteran Todd Frank, owner of the renowned Trailhead shop in Missoula, Montana, for an unvarnished discussion on the health of the “core” outdoor retail scene, specialty’s unique advantages and struggles, and what’s ahead for independent gear stores.
The conversation is a blend of humor, sharp insights, and real talk about what it’s like running (and keeping alive) the true outdoor gear shop—and whether that model is changing forever.

Key Discussion Points & Insights

1. State of Outdoor Specialty Retail

• Outdoor shops aren't dead—but it's tough: Specialty outdoor retail, compared to the wider retail world, is actually in “pretty good shape”—being small and nimble helps. But operational challenges abound, especially with margin erosion over the past two decades due to the internet and D2C sales.

  "Outdoor specialty has weathered the last three, four years pretty darn well. That being said, you know, it's still really challenging from an operational standpoint." — Todd Frank [06:44]

• The Online Paradox: Specialty stores must now run expensive web stores just to meet basic consumer expectations. Customers still want to touch and try gear—but the digital infrastructure is necessary to even get them in the door.

  "We have all the expenses of an Internet business, but we don't get any of the benefit because our consumers still would rather walk in the front door and touch and feel it." — Todd Frank [07:38]

2. Why Shops Close & Whether New Ones Will Open

• Closures aren't always a surprise: A single bad business decision or overexposure to a trend (e.g., internet focus, own product development) can kill a shop. Smaller stores, especially those serving core communities, often lack the tech or scale to thrive online—ironically, this “slowness” can protect them from drastic market swings.

  "Most of the grassroots people are not really great Internet people… Those sorts of things sort of insulate us from a lot of the broader market changes..." — Todd Frank [09:09]

• Will new shops appear, or is it just wishful thinking?
  Some markets, like Minneapolis or Portland, are seeing new stores open after local icons close, but this is “market dependent.” There’s room for tightly focused specialists, but not for generalists everywhere, especially with the costs and competition in big cities.

  "Where is there room in a marketplace for somebody to come in with a very, very tight perspective or point of view on what they want to do? You have to have enough people to make that work." — Todd Frank [10:56]

3. Evolving Shop Models and Community Hubs

• Niche is king: Outdoor retail may continue to fragment, similar to golf shops—tiny, expert-driven stores that thrive on a razor-thin focus, or shops attached to community spaces like climbing gyms.

  "Now…in Phoenix, there are stores that don't sell anything but golf balls…it's a dude sitting behind a desk and he's making it work. And so I think it's just continuing to evolve." — Todd Frank [11:51]

• Resale as a Specialty Superpower:
  Frank’s shop pioneered resale as a key part of their identity—something brands can’t easily do online, and a good “core” focus for specialty.

  "If there was ever a piece of business that specialty brick and mortar could just do better, it’s that one thing [resale]. I would love to see brands double down on that..." — Todd Frank [12:56] "We want people to walk in and walk out…like, oh, man, let’s go on a hike. This is really inspiring." — Todd Frank [18:23]

4. Assortment, Local Identity, and What Makes a True Outdoor Shop

• Don’t over-romanticize the old model: The classic “wall of gear” shop is amazing in places like Missoula, but in less outdoorsy regions, it might not work. “Softer” selections and store curation need to align with the actual needs and interests of local customers.

  "Unless your shop specializes in something where it's located... what's wrong with that sort of softer assortment?" — Colin True [15:03]

• Core gear is still part of the identity: Even if hard goods don’t make much money, they’re part of what defines specialty, especially for the destination/outdoor-rich communities.

  "We don’t really make a lot of money selling that stuff, but it really is…part of our identity." — Todd Frank [16:33]

5. The Role of GOA (Grassroots Outdoor Alliance) & Industry Trade Events

• Could GOA “push back” more on brands?
  Grassroots has the scale and credibility to drive industry standards or even pressure brands, but visibility is an issue—they're influential with brands, but not consumer-facing.

  "We bring a level of authenticity and two-party validation…that you just can’t buy in a D2C format…" — Todd Frank [22:16] "Should we have a bigger voice in the overall industry? Probably...But that's, you know, those are lifts that as an organization we're just continuing to talk about and work on every day." — Todd Frank [22:56]

• Trade shows, then and now:
  GOA’s Connect event is now the trade show of record — highly focused, shop-driven, the opposite of sprawling, unfocused traditional expos.

  "Connect is the one trade show that has this laser focused mission. It was built by retailers for our needs. It answers what we want to get done at a trade show." — Todd Frank [24:30]

Notable Quotes & Memorable Moments

• On the dream shop dilemma:
  "We have a fantastic store that just doesn't make very much money. So if we could figure out how to make the money part of it, then people would duplicate what we do. But at this point... it isn't terribly profitable." — Todd Frank [05:52]

• On retailers’ shifting strategy:
  "We bought stuff we liked and we tried to sell it... we've just seen a continued erosion of margins over the last... 20 years from D2C, from the Internet first..." — Todd Frank [07:21]

• Resale as a bridge to the future:
  "Resale... it’s just not built for vendors to do online. If there was ever a piece of business that specialty brick and mortar could just do better, it’s that one thing." — Todd Frank [12:56]

• Core value proposition:
  "What we hear from people all the time that walk in our front door, especially in the summer when we have visitors, is, 'God, we don't have anything like this at home…'" — Todd Frank [16:33]

• On GOA’s industry perception:
  "At this point…we’re running the largest trade show for outdoor in America. I think in some ways…it’s sort of us and REI or us and the REI, Dick’s kind of side of the business." — Todd Frank [21:37]

Timestamps for Key Segments

• [06:44] — Health of Specialty Outdoor vs. Broader Retail
• [07:21] — Then vs. Now: Changing Business Models and Pressures
• [09:09] — Shop Closures: Specifics and the Online Dilemma
• [10:56] — Who Will Open New Outdoor Gear Shops?
• [12:56] — Resale: An Untapped Advantage for Shops
• [15:38] — Core Assortment vs. Local Needs: What Should a Shop Be?
• [18:23] — Community Vibe: What Brings Customers Back
• [21:08] — What is Grassroots’ (GOA’s) True Leverage Over Brands?
• [24:30] — Trade Shows: GOA’s “Connect” and the Future of Industry Events
• [28:09] — Retailer “Comeback Player” Predictions: Who’s Next?
• [29:14] — The "Mountain Hardwear" Comeback: Shop Relationships Matter

Lighthearted and Memorable Bits

• On “independent” authenticity:
  "At the end of the day, I like to joke that I'm the low volume, high maintenance guy that you're going to deal with. I'm a total pain in the ass. But, you know, I don't do very much business either. I want a lot. You're not going to get much out of it." — Todd Frank [26:49]

• On “credit” for brand resurgence:
  "Fully taking credit for the success of Mountain Hardware because she took the mission to those guys and said if you want to get back into special…" — Todd Frank [29:16]

“Comeback Player” Predictions: Who’s Next After Mountain Hardwear?

Colin quizzes Todd on contenders for the next Mountain Hardwear-esque comeback.

• Todd’s pick? Black Diamond.
  "You know, I trust the team of people running that business right now more than I have trusted any team running any business that I do business with in a decade or more. Neil's the real deal." — Todd Frank [28:15]

Conclusion

This episode delivers a reality check for fans and veterans of specialty outdoor retail. The “classic” shop isn’t dead—but thriving requires evolving, focusing on unique value (like resale), and responding to real local needs. Brands must recognize the unique platform shops provide, and trade shows need laser focus to remain vital.
From Missoula to LA, the conversation underscores: great retail is about local connection, community feel, and the vibe that makes you want to get outdoors. For anyone invested in the future of shops—or just wants a real glimpse behind the counter—this episode is unfiltered, smart, and a little bit campfire rowdy, true Rock Fight style.