How Sawyer Became an Outdoor Essential | Founder Kurt AverySawyer Products is one of the most trusted names in backpacking water filtration—but that’s not where the company started.
In the first story from Sierra Rec’s Built Outside series, host Charlie Pankey sits down with Sawyer founder Kurt Avery to explore the unlikely 42-year journey behind the brand.
Discover how Kurt Avery transformed outdoor gear with insights from his journey.
Kurt Avery’s story is one of resilience and innovation, tracing back to 1984 when he first ventured into the world of outdoor gear. Despite a successful career in corporate America, Kurt found himself yearning for something more fulfilling. His turning point came when he realized the cutthroat nature of the corporate world wasn’t where he wanted to be. He decided to take a leap of faith and start his own company.
A Humble Beginning
Kurt’s initial foray into business was quite different from what Sawyer is known for today. The journey began with a product brought from France: a suction cup for medical emergencies. This product led to the creation of first aid kits, repellents, and eventually, water filters. Kurt recalls,
“I was trying to solve a career problem… I said, now it’s time to go out on my own.”
This decision marked the start of a long journey filled with learning and adaptation.
The Art of Listening
One of the keys to Kurt’s success was his willingness to listen to his customers. He spent countless hours in stores like REI, engaging with backpackers to understand their needs. This approach led to the development of products that truly resonated with users. Kurt highlights the importance of understanding the underlying issues customers face:
“You don’t just ask what they want; you need to get to the prior question behind it.”
Finding the Right Team
Interestingly, Kurt didn’t initially identify as an outdoor enthusiast. Instead, he surrounded himself with passionate individuals who loved the outdoors. He emphasizes that while passion is valuable, having a diverse team with different perspectives is crucial. He states,
“Never surround yourself with people who think like you.”
This philosophy has helped him create a dynamic team that can tackle outdoor challenges effectively.
Overcoming Challenges
Kurt’s path was not without its challenges. For the first 25 years, Sawyer faced financial struggles, losing money during that time. Yet, he remained steadfast:
“We lost money twenty-three out of the first twenty-five years until we became an overnight success.”
The turning point came during the Gulf Wars when Sawyer’s products gained significant traction. Kurt’s commitment to quality and integrity ensured that every product released under the Sawyer name was the best in its category.
Episode Wrap-up
Kurt Avery’s journey is a testament to the power of resilience, innovation, and the importance of listening to your customers. As Sawyer continues to evolve, their commitment to providing high-quality outdoor gear remains unwavering.
For those interested in the full conversation, Kurt’s insights shed light on the intricate journey of building a trusted brand in the outdoor industry.
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