New operating system designed to power outdoor industry
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The outdoor industry is renowned for the delivery great products that enjoy high demand from consumers.
However, that ability to deliver great products to a hungry market is being compromised by an industry that lacks the modern digital infrastructure to pull together the backroom services that are vital to the running of a successful company.
Despite massive consumer demand, most outdoor companies – including those in the fishing tackle trade – are constrained by:
- Disconnected tools and manual workflows
- Generic e-commerce platforms that erase brand identity
- No unified path to scale DTC (direct to consumer) and B2B (business-to-business) together
“Outdoor brands are not failing because demand doesn’t exist,” says Dena Witt (left), Chief Marketing Officer at Ridgerunner. “They are held back because the systems they rely upon were not built for them. Until now.
“Ridgerunner is an operating system that has been introduced to power the outdoor industry. It is not another online store. It is the backbone of the trade.
“We believe that the future of the outdoor industry depends on more than transactions. It requires infrastructure – systems that respect brand identity, preserve authenticity and gives manufacturers the tools to grown without sacrificing who they are.
“Ridgerunner exists to deliver exactly that.”
Built by outdoorsmen, technologists and operators who understand the realities of selling gear, Ridgerunner is the first end-to-end SaaS operating system designed exclusively to power brands across direct-to-consumer, wholesale (B2B) and global commerce from one single platform.
Witt added: “Ridgerunnner was born from a deep respect for the outdoors and the people who build for it – manufacturers, lure makers, craftsmen and legacy brands alike. Too many businesses are forced to stitch together fragmented tools, adapt to platforms not built for their industry or surrender margin control to intermediaries who don’t understand their world.
“Ridgerunner was built to change that. It connects every critical function of an outdoor business – commerce, payments, fulfilment, marketing, customer data, analytics and AI driven automation – into one unified operating system purpose-built for the outdoor category.
“Ridgerunner also manages sales-tax nexus, automatically collecting and remitting taxes on all platform transactions across all 50 US states on behalf of the brand. This dramatically reduces tax complexity, saving brands thousands of dollars and hundreds of hours each year.
“Whether managing dealer networks, processing wholesale orders, or selling directly to consumers, brands operate from a single, AI-powered system that eliminates the complexity of managing disparate tools and platforms. This unified approach allows outdoor companies to maintain their unique identity and values while accessing the enterprise-level infrastructure typically available only to major retailers.”
Adds Witt: “The outdoor industry’s digital landscape has long been dominated by generic e-commerce solutions that fail to understand the sector’s unique needs, or by massive marketplaces where brands lose differentiation and customer relationships. Ridgerunner changes this equation by providing:
Custom-Built Infrastructure: Every feature is designed specifically for outdoor brands, from seasonal inventory management to specialised product categorisation that reflects how outdoor enthusiasts actually shop.
AI-Powered Intelligence: The platform leverages artificial intelligence to deliver personalized product recommendations, optimize inventory allocation between B2B and B2C channels, and provide actionable insights that help brands make smarter business decisions.
Intuitive Operation: Despite its enterprise-level capabilities, Ridgerunner remains remarkably easy to use. Brands can onboard quickly and manage complex operations without requiring extensive technical expertise or dedicated IT teams.
Identity Preservation: Unlike conventional marketplaces, Ridgerunner empowers each brand to retain its unique voice, values, and customer relationships while benefiting from a global platform that connects them with over 103 million outdoor enthusiasts worldwide.“
Unlike general-purpose commerce platforms, Ridgerunner is purpose-built for the outdoor industry—welcoming hunting and fishing brands without the risk of arbitrary restrictions or de-platforming. Brands operate with confidence, knowing their business is supported by infrastructure designed specifically for their products and their market.
Ridgerunner delivers enterprise-level technology with the accessibility and customization that outdoor brands of all sizes require. The platform scales to meet each brand’s specific needs, whether they’re an established manufacturer managing complex distribution networks or an emerging brand building their first direct-to-consumer presence.
Witt adds: “Born from a passion for adventure and built with a deep understanding of outdoor industry dynamics, Ridgerunner connects the dots so brands can focus on what truly matters: creating exceptional products and experiences for outdoor enthusiasts around the world.”
