The Rock Fight Signs Off With a Final Look at the Outdoor Industry

Podcast: The Rock Fight: Outdoor Industry & Adventure Sports Commentary
Date: January 26, 2026
Host: Colin True
Guests/Co-Hosts: Owen Comerford (Industry Insider), Dave Karstad (Producer & Co-Founder)

Episode Overview

As The Rock Fight podcast casts its final stone, hosts Colin True, Owen Comerford, and Dave Karstad gather for an honest, unscripted conversation on the current state and future of the outdoor industry. With their trademark irreverence, skepticism, and deep industry knowledge, they take one last parting shot at outdoor media, retail, and brands—celebrating what works, airing frustrations, and reflecting on the podcast’s own impact and legacy. Additionally, the episode teases what’s next for the team and cracks plenty of jokes about litigious outdoor brands, notably Patagonia.

Main Themes & Discussion Points

1. The End of The Rock Fight & the State of the Podcast

• Announcement: This is the final episode of The Rock Fight. The team quips about a (fake) Patagonia lawsuit over the word “rock” in the podcast’s name, using it as a springboard to discuss legal absurdities in the industry.
  • “It was funny…the week we’re talking about shutting this down, Patagonia sues Patagonia—which is like a tailor-made story for the show.” – Colin True (03:37)
• Legacy of the Podcast: They reflect on creating a space for unfiltered industry commentary and the appetite for real, sometimes messy, discussions.
  • “If we’ve uncovered anything with the show, it’s that there’s an appetite for the conversations we have here.” – Colin True (10:04)

2. What’s Next: The Outdoor Insiders Podcast

• New Project Teased:
  • Owen Comerford announces plans for a new podcast, “The Outdoor Insiders,” expected to launch in early March, focusing on candid industry coverage and more interviews.
  • "I've been bitten by the bug...my plan is to start a new podcast called The Outdoor Insiders...to cover the industry, the news of the industry, in a way that cuts through all the bullshit and kind of gets to what's really going on." – Owen Comerford (07:36)
  • He’s soliciting potential co-hosts and interviewees, ideally bringing in diverse (non mid-50s white guy) voices.

3. Outdoor Industry Media: A Tired Landscape

• State of Media:
  • The hosts lament the lack of critical, engaging industry coverage, noting a glut of “warmed over press releases” and media-trained executives who say little of substance. They observe that real commentary is missing.
  • "There’s a lot of ball washing out there…here’s why you’re going to be inspired and this is why this brand is so inspiring…not a level of, 'hey, what can we learn?'" – Colin True (15:55)
  • “What we have now is essentially a press release distribution system...The idea of actual color commentary is disappearing.” – Dave Karstad (16:52)
• Media Economics & AI:
  • They discuss industry-wide challenges of media value being eroded by tech, shrinking newsrooms, and reliance on AI-generated content.
  • “Never been more information available…and never been less good information available.” – Owen Comerford (19:46)
• Shout-out: Gear Junkie is praised for recent critical coverage, showing hope for more substantive analysis (20:00).

4. Retail: Resilience and the Human Touch

• Brick & Mortar’s Staying Power:
  • Despite predictions of doom from e-commerce and AI, specialty retail persists so long as shops deliver real value, connection, and evolve with technology.
  • "Good retailers that add value to their consumers are still thriving...we are wired to want human interaction." – Owen Comerford (22:24)
  • Examples like Playmakers (Lansing, MI) highlight how adapting, not resisting change, is key.
• Convenience vs. Experience:
  • Tech and AI make shopping impersonal, reaffirming the importance of community and expertise in stores.
  • "If you run your shop and you're good and smart…the demand will be there because it's fun to go to these stores." – Colin True (24:01)

5. Brands: Mediocrity, Algorithms, and Authenticity

• The Brand Landscape:
  • Discussion of how a small number of “have” brands dominate, making it harder for others to break through—especially with social algorithms and AI curating content.
  • “We have taken a world of IPA and turned it into non-alcoholic.” – Dave Karstad (31:09)
  • Smart use of AI by small brands risks further eroding authenticity.
  • "It just tears away at the fabric of authenticity...where I see brands being successful is when the founders are front and center and they're authentic." – Owen Comerford (35:42)
• Path Forward for Brands:
  • Winning brands will be those who create genuine connections and prioritize brand storytelling over algorithmic short-term tactics.

6. Industry Leadership & Collaboration (OIA and Trade Shows)

• OIA’s Role:
  • The hosts see “glimmers” as OIA (Outdoor Industry Association) attempts to reinvent with efforts like bringing back Rendezvous for top executives and new collaborations.
  • "One of the ways that they’re doing that is they’re bringing back Rendezvous...so I think that’s amazing, I hope that all comes together." – Owen Comerford (39:04)
  • Key shared priorities: promoting participation, protecting public lands, supporting healthy retail ecosystems.
• Trade Shows:
  • Hosts argue for reinvigorating national gatherings, with brands stepping up to justify the investment in in-person connection, not just ROI.

7. Looking Forward: Predictions & Enduring Passion

• The Industry’s Future:
  • Though facing a tough start to the year, the hosts emphasize the industry’s resilience and enduring passion as outdoors participation grows and evolves.
  • “The current market forces…it’s going to be challenging. Are people going to go out of business? Yep. Are new people going to come along? Yup…But…the industry…I feel safe saying it’ll be fine.” – Colin True (47:44)

Notable Quotes & Memorable Moments

• On legal absurdities:
  "We did want to keep the podcast going, but then we got threatened by a lawsuit by Patagonia for referring to rocks in our name." – Colin True (02:58)
• On media’s lost edge:
  "It’s all very kind of banal milquetoast bullshit, quite frankly.” – Owen Comerford (14:35)
• On authenticity in branding:
  "Let’s cut through the bullshit. Let’s be authentic and talk to consumers where they are." – Owen Comerford (35:42)
• On podcasting style:
  "Don’t sell yourself short, Colin. You’re an objective dick, for sure. Right. No doubt about it." – Dave Karstad (11:24)
• On the show's legacy:
  "If we’ve uncovered anything with the show, it’s that there’s an appetite for the conversations we have here.” – Colin True (10:04)
• On industry resilience:
  “People still love to get outdoors…we just have to maybe do a better job of sending that message.” – Owen Comerford (46:30)
• On retailer survival:
  "There are pundits that have wanted to…bury brick and mortar retail…And actually that hasn’t been the case at all." – Owen Comerford (22:24)
• On the podcast’s end:
  “I think that’s it, guys. I think we solved. We fixed the outdoor industry.” – Colin True (45:17)

Key Timestamps

• 02:25: Introduction, co-hosts, legal joke about Patagonia
• 07:36: Owen announces “The Outdoor Insiders” podcast plans
• 13:30: Outline of the “retail, brands, and media” structure for discussion
• 14:35–19:57: Critical analysis of outdoor media’s current state and future
• 21:30: Tribute to podcast sponsors (musical segment)
• 22:24–26:31: Deep-dive into outdoor specialty retail and its resilience
• 31:00: Transition to discussion about brands and industry leadership
• 35:42: How small brands can win through authenticity despite AI/algorithms
• 37:27–42:58: The evolving role of the OIA and trade shows in the industry
• 45:44–48:03: Parting predictions and final reflections on the industry

Tone, Style, & Humor

• The episode is unscripted, lively, irreverent, and full of inside jokes. Candid language and playful jabs are used liberally, maintaining the “talking at the pub/campfire” feel.
• The hosts don’t mince words on what frustrates them; they also praise what works in the industry, and frequently turn the lens onto themselves, exposing their own journey, legacy, and challenges.

Conclusion

The final episode of The Rock Fight is a fitting sendoff—equal parts roast, industry state-of-the-union, and heartfelt reflection. It recognizes what’s missing in outdoor commentary and issues a call for both media and brands to embrace courage, authenticity, and the unvarnished conversations that create a stronger industry community. As the hosts ride out with one last (literal) song for their supporters, the door is left open for new voices—hopefully, as irreverent as they’ve been—to fill the void.

For more candid, critical outdoor industry conversation, keep an ear out for The Outdoor Insiders launching soon.