Why Can't We Do That? Reinventing Ski Poles with Cristina Ashbaugh of Yardsale
Cristina Ashbaugh, co-founder of Yardsale, shares how they reinvented the ski pole by adding magnets and modular design—starting with taped-together prototypes in her San Francisco apartment. With no industry experience, she and co-founder Kelly McGee launched their business unconventionally: through NYC subway ads, cold-calling ski shops as a "student researcher," and a rehearsed Shark Tank pitch that secured an investment from Kendra Scott.
Cristina discusses tactical strategies, including DIY PR that landed Fast Company coverage, managing wholesale complexity with customizable products, why they're running their own fulfillment instead of using a 3PL, and expanding beyond ski poles into bags and technical apparel for the "90% of skiers."
Learn more about KORE Outdoors
Links
Yardsale website
Yardsale's Substack (Behind the scenes of building the brand)
See their NYC subway ads & truck ads
Watch their Shark Tank episode
South Park documentary about their creative process: 6 Days to Air
Connect with Cristina on LinkedIn
Connect with Christian on LinkedIn
Cristina discusses tactical strategies, including DIY PR that landed Fast Company coverage, managing wholesale complexity with customizable products, why they're running their own fulfillment instead of using a 3PL, and expanding beyond ski poles into bags and technical apparel for the "90% of skiers."
Learn more about KORE Outdoors
Links
Yardsale website
Yardsale's Substack (Behind the scenes of building the brand)
See their NYC subway ads & truck ads
Watch their Shark Tank episode
South Park documentary about their creative process: 6 Days to Air
Connect with Cristina on LinkedIn
Connect with Christian on LinkedIn
