TPM Episode 213: Troy Michels, K2-Universal-Aspen-Target-Resqwater
The Powell Movement
Mike Powell
4.9 • 860 Ratings
🗓️ 15 February 2021
⏱️ 62 minutes
🧾️ Download transcript
Summary
Troy Michels has spent 2 decades behind the scenes in the world of action sports working with the endemic and non-endemic brands who make things happen in sport. Born and raised in the Midwest, Troy has always been a go-getter and we talk about how he quit snowboarding to ski, landed an internship with America's ski brand, and parleyed that to jobs with Universal, Aspen, and Target before starting his own thing over at Resqwater. We talk about the players, the events, the activations, and more on the podcast.
Troy Michels Show Notes:
3:00: Snowboarding, Minnesota, and switching to skiing
11:00: High North Ski Camp, immersing himself in the ski world and phone calls from Szochs
16:00: Getting a K2 internship, Fitch, and his poster
21:00: Stanley: Get 30% off site wide with the code drinkfast
Glade Optics: Get 10% off with the code TPM10
10 Barrel Brewery: Buy their beers, they support action sports more than anyone
23:30: Universal Studios, being courted by Aspen at 21 years old, and timing of X Games
30:00: Oakley, back to Aspen, and then dating into Target
33:00: Building Target
40:00: Peter Glenn Ski and Sports
Elan skis: Doing it for 75 years
41:30: Synergies, Shaun White Properties, and hospitality
48:00: Weedmaps.com Weed question and ad
59:00: The Don of Target, Midwestern values, and Resqwater
63:00: Inappropriate Questions
Transcript
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| 0:00.0 | This is the Powell Movement. |
| 0:10.0 | Welcome to the Powell Movement. |
| 0:13.0 | I'm your host Mike Powell, and if you haven't been watching Travis Rice's Natural Selection event, you are blowing it. |
| 0:20.0 | I don't care if you're a skier, if you're a snowboarder. |
| 0:23.1 | This is the best event I've ever seen in snow, and it comes down to an amazing concept, |
| 0:28.2 | some incredible camera angles, the tech to support that, and the attention to detail that |
| 0:32.9 | Travis Rice always seems to pay attention to for any and every event. |
| 0:37.4 | It was so fucking awesome. |
| 0:39.1 | I can't say enough good things about this one. And I hope that the folks at the Free Ride |
| 0:43.2 | World Tour were paying attention, as if they are able to produce an event like this one with their |
| 0:47.7 | franchise, the Free Ride World Tour, oh, it would take that operation to a whole other level. |
| 0:52.5 | So that's all that matters in events this year. |
| 0:55.2 | But moving back to the podcast, this week we are finally heading back to a business episode. |
| 1:00.7 | And I know I need to do a lot more of these. The goal always has been to alternate between business |
| 1:06.1 | and athletes, but I always get blinded by the athletes. So I am psyched to have Troy Michaels as my guest |
| 1:12.2 | this week. |
| 1:13.2 | Troy is currently the CEO at Rescue Water, a recovery drink that used to sponsor the podcast, |
| 1:18.9 | and the road to recovery drink is paved with some all-time job titles for Troy. |
| 1:23.9 | Think Aspen, Sean White, Target, but before we get into Troy and his awesome career, I need to let you know that I finally |
| 1:31.3 | have a new piece of merch to buy, a Cole headwear Powell Movement Beanie. |
| 1:35.7 | This all-black beanie features a custom Powell Movement woven logo patch, and the style is |
| 1:40.6 | Cole's most popular beanie, so it's going to look amazing on you and it's going |
... |
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