Troy Michels has spent 2 decades behind the scenes in the world of action sports working with the endemic and non-endemic brands who make things happen in sport. Born and raised in the Midwest, Troy has always been a go-getter and we talk about how he quit snowboarding to ski, landed an internship with America’s ski brand, and parleyed that to jobs with Universal, Aspen, and Target before starting his own thing over at Resqwater. We talk about the players, the events, the activations, and more on the podcast.
Troy Michels Show Notes:
3:00: Snowboarding, Minnesota, and switching to skiing
11:00: High North Ski Camp, immersing himself in the ski world and phone calls from Szochs
16:00: Getting a K2 internship, Fitch, and his poster
21:00: Stanley: Get 30% off site wide with the code drinkfast
Glade Optics: Get 10% off with the code TPM10
10 Barrel Brewery: Buy their beers, they support action sports more than anyone
23:30: Universal Studios, being courted by Aspen at 21 years old, and timing of X Games
30:00: Oakley, back to Aspen, and then dating into Target
33:00: Building Target
40:00: Peter Glenn Ski and Sports
Elan skis: Doing it for 75 years
41:30: Synergies, Shaun White Properties, and hospitality
48:00: Weedmaps.com Weed question and ad
59:00: The Don of Target, Midwestern values, and Resqwater
63:00: Inappropriate Questions