Show Notes
In this episode of Beyond the Trailhead, I sit down with Lance Taylor, General Manager of LOWA USA.
Lance has spent nearly 25 years in the footwear industry. He actually started selling women’s shoes at Dillard’s while in college before moving into the outdoor world, where he spent years working across sales, footwear, product, and category management. About 18 months ago, he stepped into leadership at LOWA USA.
And he joined the company at a pretty interesting time. Outdoor footwear is changing. More hikers are reaching for trail runners instead of traditional hiking boots. Shoes are becoming lighter, softer, faster, and more athletic. So I asked Lance the question directly:
Are hiking boots dying?
His answer opens up a much bigger conversation about how a 100-year-old brand evolves without throwing away the craftsmanship and reputation that made people trust it in the first place.
We also dive into:
• Why trail runners have become so popular with hikers • Whether traditional hiking boots are actually disappearing • Why LOWA’s boot category is still growing • Why younger consumers are wearing hiking boots as fashion again • How LOWA is moving toward lighter and faster outdoor footwear • Why simply making another trail running shoe isn’t enough • The difference between designing a trail runner and a hiking shoe • Why trail runners can wear out faster when hikers use them outside their intended purpose • Finding the “Goldilocks zone” between cushioning, weight, stability, protection, and durability • How footwear companies test materials and prototypes • Why a shoe that works while running might cause problems while hiking • How customer and retailer feedback influences product development • Why brands shouldn’t let customers completely design the brand for them • What smaller companies should know before trying to expand internationally • Why growing too fast can hurt a brand • Why successful footwear franchises can take years to build • How prototype shoes are tested at races before they ever reach consumers • Lance’s biggest “oh crap” moment taking over LOWA USA • Moving and restructuring the company from Connecticut to Salt Lake City • Why LOWA moved to a third-party logistics warehouse • How military users have developed emotional connections with their LOWA boots • Why innovation matters more than ever in today’s outdoor market • What Lance calls “LOWA 2.0” and the brand’s upcoming Spring 2027 relaunch
Lance also shares what it was like stepping into leadership after longtime LOWA USA General Manager Peter Sachs and immediately helping restructure and relocate major parts of the company.
If you’re into hiking boots, trail running shoes, footwear design, outdoor business, product development, or trying to figure out how an established brand stays relevant when consumer habits change, this is a really interesting episode.
LOWA USA: https://us.lowa.com
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For those asking about safety gear we use outdoors you can get 15% off Overwatch x Rescue with code BEYOND15.
More from Beyond The Trailhead
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