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The Summit Link
Oliver Buchannon
Tori Burke

Tori is a veteran, entrepreneur, and brand strategist with over 15 years of experience helping leaders build authentic brands that move people. She created The Summit Link out of a simple belief: the right intelligence and the right gear make any environment survivable and any adventure enjoyable. The Summit Link is her way of connecting outdoor enthusiasts with everything they need to go further — from the weekly newsletter to the trailhead. She writes from the field, thinks like an operator, and builds for the people who would rather be outside.

TikTok vs. The Outdoors: Your Biggest Growth Opportunity

MARKETING & FUNNELS

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TikTok vs. The Outdoors: Your Biggest Growth Opportunity

A stat from Outside Days 2026 just confirmed what every outdoor business owner already knows — and pointed straight at the fix.

BYTori Burke

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Jun 8, 2026

Adventure Brands: Stop Sending Corporate Mayo via Email

MARKETING & FUNNELS

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Adventure Brands: Stop Sending Corporate Mayo via Email

Your audience signed up to escape the corporate grind. Here's the three-email fix that takes about an hour to set up.

BYTori Burke

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Jun 7, 2026

Influencers Run Outdoor Brands Now: Oboz's Bold Leadership Bet

BRAND STRATEGY

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Influencers Run Outdoor Brands Now: Oboz's Bold Leadership Bet

Rookie move or brilliant strategy? Bold bets like this one are going to define where outdoor brands go in 2026 and beyond.

BYTori Burke

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Jun 7, 2026

Email List Addiction: Why Outdoor Brands Are Ditching Discounts

BUSINESS GROWTH

Email List Addiction: Why Outdoor Brands Are Ditching Discounts

If "10% off your first booking" is your main list growth tactic — you're not building an audience. You're training bargain hunters.

BYTori Burke

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May 31, 2026

Four Brands, One Gear Collab: The Distribution Play Everyone Missed

GEAR & PRODUCTS

Four Brands, One Gear Collab: The Distribution Play Everyone Missed

When four of the most trusted names in outdoor gear show up at the same table, there's a business signal buried in the product launch.

BYTori Burke

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May 31, 2026

North Face Soars While Vans Plummets: VF Corp's Clarity Problem

BRAND STRATEGY

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North Face Soars While Vans Plummets: VF Corp's Clarity Problem

The North Face is up 8%. Vans is down 9%. They're literally the same company. So what gives?

BYTori Burke

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May 31, 2026

Glamping Operators Cut OTA Commissions: The Direct Booking Shift

DESTINATIONS & ADVENTURE

Glamping Operators Cut OTA Commissions: The Direct Booking Shift

A market report dropped this week with a number so big it sounds made up. It's not.

BYTori Burke

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May 31, 2026

Big Agnes Eliminates Forever Chemicals From Gear | What It Means

BRAND STRATEGY

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Big Agnes Eliminates Forever Chemicals From Gear | What It Means

The HyperBead story is not just about a better tent. It is a market signal every outdoor business owner needs to understand — and most have not noticed yet.

BYTori Burke

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May 17, 2026

Peak Design's $100M Strategy: Direct Sales Without Retail Partners.

BRAND STRATEGY

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Peak Design's $100M Strategy: Direct Sales Without Retail Partners.

The community-first strategy every outdoor brand keeps skipping — and why the ones that use it keep winning.

BYTori Burke

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May 17, 2026

Most outdoor businesses think they have a traffic problem. They don't.

MARKETING & FUNNELS

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Most outdoor businesses think they have a traffic problem. They don't.

The real reason 97% of your website visitors leave without buying — and what the top 3% figured out.

BYTori Burke

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May 17, 2026

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