Episode
Tony McWilliam: Lessons from Faction Skis on Building Brands with Focus and Intention
- Podcast
- KORE Outdoors Podcast
- Published
- Jun 25, 2025
- Duration seconds
- 5610
- Processing state
not_requested- Canonical source
- https://koreoutdoors.org/podcast/
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Summary
In this episode, Christian talks with Tony McWilliam, founder of Faction Skis, about the realities of starting and scaling a product-focused brand. Drawing from his design background, Tony shares how design thinking helps with branding, problem-solving, and decision-making. He dives into the risks of expanding too quickly, the importance of staying focused, and why early-stage founders should do every job themselves. They explore the value of deep relationships with factories, retailers, and mentors and candid advice on margin, funding options, and building a sustainable business. A must-listen for outdoor industry entrepreneurs navigating the messy middle of brand growth. Episode Highlights: Why design thinking is a powerful framework for brand building and problem-solving. The three pillars every business needs: Product, Demand, and Distribution. What founders should not outsource in the first few years. Why deep relationships with factories are more valuable than chasing the cheapest quote. Candid advice on margin: it matters, but not at the expense of long-term success. The importance of mentorship, community, and asking for help in the early stages. Links: KORE Outdoors Tony's Website: The Woods Agency Candide Skis Forward Outdoor Apparel Faction Skis Db Journey Black Crows Skis Looking Sideways Podcast with Db Journey founder Truls Brataas Connect with Tony on LinkedIn Connect with Christian on LinkedIn The KORE Podcast is a production of the Kootenay Outdoor Recreation Enterprise and is supported by the Province of British Columbia. Learn more about KORE and the podcast: https://koreoutdoors.org/podcast/