Founders
Joe McSwiney
Joe is a veteran consumer goods Chief Executive Officer, specializing in outdoor, lifestyle, and tactical, with a strong background in manufacturing and international markets. Joe served as CEO of SOG Knives & Tools from 2016 to 2020, achieving a successful turnaround. Prior to SOG, Joe held the role of CEO at Cascade Designs Inc., from 2006 to 2016, home to the iconic outdoor brands: Therm-a-Rest, MSR, Platypus and SealLine.
Joe has been a longtime activist on sustainability, supporting both European and US Outdoor Industry sustainability movements for over a decade. This included creation of the Higg Sustainability Index and founding the European Outdoor Conservation Association. Joe is on the board of the Port Angeles based Composite Technology Research Centre. He also mentor’s start-ups on an ad hoc basis and in conjunction with Fledge, the conscious company accelerator. In his spare time, Joe is an avid outdoors enthusiast, tech hobbyist and martial artist.
Joe received his undergraduate degree in Electronics Engineering from the Cork Institute of Technology and attended the National University of Ireland, Galway to earn his MBA.
Chris Parkhurst
Chris’ s career is centered on challenge and exploration, which are common themes in how he views life and business. Whether it’s a family adventure hiking the Alta Via 1 route through the Italian Dolomites or a summit attempt climbing Mount Rainer, Chris enjoys the challenges of life and the learnings these experiences bring with them. In today’s fluid and rapidly changing market requires leaders, like Chris, who embrace change, engage in multifaceted thinking, and have the ability to craft strategies connecting with customers in deep and meaningful ways.
Spanning 15+ years in executive leadership positions, which include Chief Marketing Officer, Chief Operations Officer and Sr. Vice President/General Manager. Chris has led premium lifestyle brands in the action sports, outdoor and sporting goods space. Chris has been a catalyst for leading digital transformations, constructing omni-channel sales and marketing strategies and implementing Lean Enterprise principles to drive organization efficiencies.
Chris holds a Bachelor of Arts degree in Economics from Western Washington University. He’s an active mentor for the master’s program in sports product management at University of Oregon and a guest lecturer for the Albers School of Business at Seattle University.