From Outdoor Industry Insider to Fractional CMO: The Strategic Mind of Jon Howard, Founder of JoHo & Co.
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In this episode, Austin sits down with Jon Howard, founder of JoHo & Co., a fractional CMO practice built on two decades in the outdoor and active lifestyle industry. Jon’s background spans magazine publishing, global brand marketing at Craft Sportswear, and consulting for some of the most respected brands in outdoor apparel and gear.
The conversation dives deep into brand positioning, persona development, community strategy, and post-COVID recalibration—and it’s one of those episodes that reminds you how much the fundamentals still matter.
From Technical Product to Lifestyle Storytelling
Jon’s career began when the outdoor industry was still rooted in product specs—wool counts, waterproof ratings, and technical details. But as he explains, that era is gone:
“There’s too much good product out there. You can’t differentiate on tech and specs anymore.”
He saw that shift firsthand while working with SuperNatural, a wool-based apparel brand that blended performance and lifestyle before it was trendy. The insight still shapes how he helps brands today: great creative and a clear emotional hook will always outperform features alone.
Turning Data Into Brand Clarity
When Jon starts with a new client, he doesn’t begin with mood boards—he starts with a competitive and data-driven deep dive.
“We’ll go through a full competitive analysis. Most brands realize they’re saying the same thing, to the same audience, in the same way as everyone else.”
From there, he layers in customer reviews, order history, and persona development to define 3–4 clear avatars. Each becomes the lens for creative, messaging, and channel planning. The goal: tighter, more efficient marketing built around real people, not assumptions.
Building Brand Cohesion Across Every Touchpoint
Jon’s approach emphasizes alignment—ensuring wholesale, PR, retail, and paid teams all tell the same story.
“That customer journey starts way before your website. When PR, retail, and digital all speak to the same personas, things start to click.”
He often starts with email as the proving ground—refreshing welcome flows and lifecycle content to reflect those refined personas before scaling the message to other channels.
The COVID Boom and Its Aftermath
Jon’s perspective on the outdoor boom is refreshingly balanced. The pandemic created an artificial spike in sales—and an equally painful hangover.
“Everyone was budgeting year-over-year growth off a macro event. That’s not sustainable.”
Post-COVID, he’s focused on helping brands recalibrate to healthier baselines—balancing wholesale and DTC, tightening inventory discipline, and grounding strategies in long-term customer value rather than short-term surges.
Influencers, Credibility, and the Danger of “Clipping Culture”
Jon believes influencer marketing still has enormous potential—if done right.
“A good influencer tells your story through their lens. That’s the credibility you can’t fake.”
He warns against shortcut tactics like “clipping culture,” where thousands of random creators mass-post paid content for quick reach. For authentic, community-based brands—especially in passion industries like outdoor or endurance sports—this approach can destroy credibility overnight.
Instead, Jon advocates for long-term partnerships with a few aligned creators who genuinely live the brand ethos.
The Power of Community: Run Clubs and Beyond
Community, Jon says, is the new distribution channel. He’s helped brands build presence in urban run clubs, local events, and regional gatherings long before “community marketing” became a buzzword.
“You can’t just walk into a run club and say, ‘We’re here now.’ It’s someone’s house. You’ve got to earn that.”
He urges brands to look for emerging or underserved communities—whether regional backcountry groups or micro-influencers building authentic followings—and partner early before they get crowded.
Brick-and-Mortar’s Revival: Experience as Differentiator
Despite the e-commerce wave, Jon believes physical retail still holds unmatched power.
“DTC brands want people on their site. Retailers want them in the store. It’s the same goal—connection.”
He points to stores like The Hub in Brevard, NC, as models for how community, service, and experience can make a shop irreplaceable—even in a digital world.
Seasonality, Evergreen Campaigns, and the Baseline Mindset
For seasonal brands, Jon recommends an evergreen storytelling foundation that runs year-round—supported by seasonal bursts.
“You need a baseline. Surge when you need to, but have a story that always runs.”
This allows brands to budget more intelligently, adapt quickly to shifts in the algorithm or competition, and keep audiences engaged between key buying windows.
Lessons from the Dalai Lama
Interestingly, Jon’s most recent influence isn’t a marketing book—it’s Be Happy by the Dalai Lama.
“It’s this little pocket book. You can read it in two nights. It helps me think clearly—have a baseline, stay thoughtful, and rise when opportunity comes.”
It’s a fitting metaphor for his philosophy: simplify the noise, focus on what matters, and operate with clarity.
Key Takeaways for Modern Outdoor Brands
Differentiate through story, not specs.
Let data define personas. Use reviews and order history to guide creative.
Align all touchpoints. PR, retail, and paid should tell the same story.
Invest in credibility, not noise. Go long with fewer, better influencers.
Build community early. Partner with authentic local groups before they explode.
Maintain a baseline. Keep evergreen content running between peak seasons.
Simplify your thinking. The best marketers know when not to chase everything.
Jon’s career bridges the creative roots of the outdoor world and the modern data-driven reality of digital marketing. His advice is a reminder that while channels evolve, the principles of brand, clarity, and human connection never go out of style.