Teton CEO Scott Holmes Shares Insights on Branding at Silicon Slopes Summit

Salt Lake City, Utah, January 16, 2024

Scott Holmes, founder and CEO of Teton, participated with other industry experts on a panel at this year’s Silicon Slopes Summit, an annual event gathering Utah’s startup and tech community. As the leader of an outdoor brand renowned for comfortable, dependable products that are easy to set up and easy on the wallet, Holmes provided insight into how they have adapted to today’s dynamic environment by centering their brand on what consumers actually need to enjoy the outdoors, in turn building an enduring fanbase.

The panel, titled “Creating Brand Relevance and Longevity Among Core + New Audiences,” focused on the ways Utah businesses are innovating to adapt to changing consumer sentiments and technological advancements. Holmes was joined by fellow business leaders Dave Findlay, co-founder and co-CEO at Albion Fit; Arthur Newell, executive vice president at Zions Bank; Chris Washburn, CEO at Ari Bikes; Matt Navarro, president at Stanley Drinkware and Derek Brown, Utah attorney.

“I started Teton 20 years ago with the goal of providing the exact opposite of the outdoor camping experience I had as a kid,” said Holmes during the panel. “When I was a kid, I thought, ‘why does anybody do this on purpose?’ I realize now that it’s all about the gear. Because of that experience growing up, I set out to make sure everything we did as a company was comfortable, dependable and easy. That’s how we build loyalty, by making sure every touch point someone has with us—whether it’s the gear or the service—is all about those three things. It’s bred a loyal fanbase for us.”

Holmes discussed the importance of weaving authenticity and purpose into every facet of the business, starting internally. He utilizes the entrepreneur operating system (EOS) to create internal progress, accountability and traction with each employee, in turn fostering a culture of doing it right at every step of the process. He also advocates for using returned products and B-stock items to give back to the community, finding ways to help more people enjoy the outdoors by donating tents, sleeping bags, backpacks and more to state-sponsored and privately-run organizations helping refugees, women, veterans and children.

Since 2023, Holmes has focused the company on spurring new growth by hiring key members of a newly revamped executive team to lead a wave of product development, enhance the e-commerce experience and launch a more concerted marketing and communications effort establishing the company as a name brand in Utah and across the U.S.

Teton grew by 20% last year and the team refreshed several products for release in Spring 2025. These include an adventure travel line introduced at the 2024 Outdoor Retailer Tradeshow, a new tent with a real working door to make camping more convenient for larger families, a line of sleeping pads to meet the demands of retailers and enhancements to several of Teton’s top-selling products. Additionally, the company announced two new factories outside of China, 12 more online specialists and a new fulfillment center in Toronto, CA.

Holmes leverages three decades of experience in global trade as the founder and CEO of Teton, a worldwide brand of outdoor gear headquartered in Utah. In addition to his role at Teton, he is also the co-founder and managing partner of Astra Capital, the co-founder and chairman of MENA Group, member of the advisory board of World Trade Center Utah chaired by Ambassador Jeff Flake and member of the advisory board of a Puerto Rican company dedicated to bringing reliable and affordable backup power to Puerto Rico. He has a passion for the outdoors, especially road biking and trail running.

Teton is a Utah-based outdoor brand offering gear "that is easy to set up, easy to store, and easy on the wallet," according to Holmes. Teton products include sleeping bags, backpacks, hydration systems, tents, blankets, cots and sleeping pads. All are backed by a lifetime warranty and are designed to improve outdoor accessibility and comfort.

Holmes leverages three decades of experience in global trade as the founder and CEO of Teton, an outdoor gear headquartered in Utah. In addition to his role at Teton, he is also the co-founder and managing partner of Astra Capital, the co-founder and chairman of MENA Group, member of the advisory board of World Trade Center Utah chaired by Ambassador Jeff Flake and member of the advisory board of a Puerto Rican company dedicated to bringing reliable and affordable backup power to Puerto Rico. He has a passion for the outdoors, especially road biking and trail running.

Learn more at TetonGear.com.