Industry Panels & Discussions

Enjoy Outdoors, Now & Tomorrow

Public Broadcasts Live: April 29 & 30 starting at 12pm PT

All are welcome to join us for these conversations around how the collective industries and communities who thrive on the outdoors are being impacted by the coronavirus, the surge in solitary outdoor activities, and perspectives on what may be ahead for us all beyond our front door in the days and months to come.

Watch here or jump to Sierra Nevada’s YouTube


The Great Outdoors – April 29, 12pm-1pm PT

Presented by Sufferfest Beer

How are we pivoting our outdoor engagement and “responsibly recreating” in these different times? The outdoors has an extra special allure right now, but as outdoor experts, how do we define “responsible recreation” and how are we engaging with our community to educate around this? Will we see a different future for the outdoor industry and outdoor spaces as a result of the current situation? Key thought-leaders weigh in!


Katie Hawkins / Outdoor Alliance, Moderator
As a global sales director for the outdoor industry with over 20 years of experience, Katie Hawkins led teams and growth initiatives for outdoor brands such as Marmot, Black Diamond Equipment, and Gregory Mountain Products. Katie currently spearheads the advocacy and policy efforts for Outdoor Alliance in California. Her recommended resources for this moment are:
How to Get Outside (During a Pandemic)
Support the Great American Outdoors Act (GAOA)

Gloria Liu / Features Editor, Outside Magazine
Gloria Liu is the features editor at Outside magazine, and a former editor for BICYCLING. Her writing has also appeared in publications including The Red Bulletin, Runner’s World, Men’s Health, Women’s Health, Lonely Planet, Conde Nast Traveler, and more. Her recommended resources for this moment are:
The New Rules of Social Distancing for Trail Users
Outdoor Meccas Are Not a Social Distancing Hack
It’s OK to Eat More and Exercise Less During Quarantine
Yes, Your Tired Mind Is Slowing You Down

Teresa Baker / Founder of Outdoor CEO Diversity Pledge
Teresa is the founder of the Outdoor CEO Diversity Pledge, which is in place to help guide outdoor brands, agencies and organizations along the path of equitable inclusion within their businesses and outdoor landscapes. Her recommended resources are:
In Solidarity Project
Black Faces White Spaces
Cycling Industry Pledge
An Open Letter To The Outdoor Industry

Latoya Shauntay Snell / Running Fat Chef
Noted by The Root 100 as one of the most influential African Americans ages 25 to 45, Latoya Shauntay Snell is a sponsored endurance athlete, body politics activist, motivational speaker and the food and fitness blogger of Running Fat Chef. Her recommended resources for the moment are:
Stop Torturing Yourself with Quarantine Diets
How to Make Mental Health a Priority During the Coronavirus Pandemic
Runners: Please Practice Social Distancing
National Eating Disorders Resources for Covid-19

Kristen Freaney / Outdoor Industry Association (OIA)
Kristen is the Director of Emerging Leaders Programs at the Outdoor Industry Association (OIA), where she runs the Skip Yowell Future Leadership Academy (FLA) and works at the intersection of industry and education to make careers paths in the outdoor industry more accessible, sustainable, and fulfilling.
That Discomfort You’re Feeling Is Grief
The Restorative Power of Nature During a Stressful Time
As We Limit Outdoor Access, Consider the Impact on Underrepresented Communities.
How To Be A Values-Based Leader In Times Of Trial


On Two Wheels – April 30, 12pm-1pm PT

Presented by Sierra Nevada

The supply chain is disrupted, bikes are selling out all over the country, more riders are out on trails and the roads alike. Is this a moment? Will the cycling mini-boom last? Is this the start of a new reality for a sport that has seen popularity rise and fall before? How can small mountain towns deal with tourism, which brings the income and now potentially a deadly virus? Will tourists only be from their home state? Or will the pilgrimage to our favorite riding destinations come back to life?

Billy “Souphorse” Sinkford / Echos Communications, Moderator
With over 15 years of PR experience, Billy lives and breathes the bike. As VP at ECHOS, Mr. Sinkford manages ECHOS cycling portfolio. When not banging out emails to editors or planning a product launch, you can find Billy in the saddle enjoying every moment riding the wheels. He also feels these are some programs worth supporting:
Roval SOS Program
SBC Essential Worker
Endura 1 Million Trees

Greg Williams / Sierra Buttes Trail Stewardship, Executive Director
Greg leads the Sierra Buttes Trail Stewardship. He is a descendent of a lost Miwok tribe and has spent his life living by the examples of his fore fathers–developing a passion for clean streams, big mountains and long trails. Greg is responsible for building sustainable recreation-based communities through stewardship, job creation and world-class events. Providing quality outdoor experiences through trail construction and maintenance in the Lost Sierra. Check out all they are up to here:
Sierra Buttes Trail Stewardship
Builders for Builders 2020

Mandi McKay / Sierra Nevada, Sustainability Manager
Mandi McKay is the Sustainability Manager for Sierra Nevada Brewing Co. where she leads the company’s environmental initiatives aimed at building an enduring and resilient company. Mandi manages efforts to reduce greenhouse gas impacts within the company’s two breweries as well as across the supply chain including energy and water conservation, renewable energy, zero waste, and alternative transportation. She recommends:
California Bike License Plate
Protect Our Winters
League of American Bicyclists

Paul Price / Paul Components, Founder
Paul Price has been designing and machining exceptional high quality bicycle parts in Chico California since 1989. Since then he’s been involved with Sierra Buttes Trail Stewardship providing aid stations at events and contributing the unique brand of Paul Component culture around the world. He thinks that Sierra Nevada Pale Ale is the best beer ever made. Thinks you should check out:
Sierra Buttes Trail Stewardship
WTF Bike Explorers

Jenn Kriske / Machines For Freedom, Founder
Jennifer Kriske is the founder of Machines For Freedom, the apparel brand known for shaking up the cycling industry. Machines’ thoughtful approach to design, paired with their radical take on inclusivity, has won the hearts and minds of cyclists around the globe and set a new bar for the industry. A couple of her recommended resources are:
The Issue Is…Cycling’s Body Problem

The Cycling Industry Pledge

Erik Nohlin / The Design Group at Specialized


Grab a cold one and join us for lunch.