Today, I sit down with the remarkable Troy Michels, an active lifestyle enthusiast and brand leader in the action sports, CPG, and the Outdoor Industry.
Troy’s passion for outdoor activities has led him to experiences with various pro athletes, renowned brands and properties, including; Shaun White to Tiger Woods, Aspen Skiing Company/Snowmass, Budweiser, Burton Snowboards, @Coachella, JOCKO FUEL, K2, Nike, Oakley, ORIGIN® USA, Outside Magazine, the Olympics, Red Bull, Target, Universal, WME Sports/IMG, X Games, to name a few.
We dive deep into Troy’s life as he crisscrossed North America, accumulating experiences that most of us can only dream of being part of.
00:02 Troy Michels Introduction
02:28 How Troy became involved in the outdoor industry
08:28 Internship at K2 Skis
10:22 Job offer while still at the University of Minnesota
12:18 Universal Studios Aspen Snowmass Oakley
16:15 Working with Michael Francis, Target Corp. CMO
25:05 Future of authentic Action Sport, Outdoor Industry and Sports brands
28:26 What Troy is excited about right now
35:05 Completing 75 Hard
35:39 Books by Peter Andrei, Jay Z, and Matt Hofman