Wilderness Running Company

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We’re firm believers in the simple proposition that, when it comes to backcountry adventure, less weight = more fun. It may seem a bit strange now, but when GoLite was started in 1998 by hikers Kim and Demetri Coupounas, this belief was not remotely common. In fact, the vast majority of mass-produced packs, sleeping bags, tents, etcetera were positively porktastic. “Lightweight-ism” was almost exclusively an iconoclastic skunkworks project carried on by loosely-connected and individual DIYers.

When the brand first launched, GoLite’s mainstream competition saw them in much the same terms: an oddball outfit whose offerings were not nearly meaty enough to satisfy “rugged outdoorspeople.” Happily for us all, GoLite has had the last laugh. The light, fast, minimal ethos is now well within the mainstream.

Perhaps no segment of GoLite’s customer base is more in tune with this sensibility than trail runners. Our love of the backcountry is defined by a burning desire to go swiftly and lightly. Carrying only necessary gear (and choosing that gear for its lightweight utility) is pretty much what we do.

So, in significant part, why we carry GoLite is right there in the name.

Another major reason is GoLite’s commitment to responsible business practices. Every nook and cranny of their operation is subject to review, from fair labor and other production-related considerations to the way they handle their dealer relationships.

Let me share an example related to that last category. When I met with GoLite during the Summer ’09 OR show, I didn’t leave with a giant workbook and miscellaneous order materials. I left with a thumb drive. All the dealer materials, including electronic notes I took during the lineup walk-through, were stored there as .pdf and .xls files.

This innovative approach has both greater utility to me as a GoLite dealer and less environmental impact. They also informed me that the thumb drive was simply a way-station: by next OR they expect all dealer resources to be internet-enabled. They are not alone in migrating from paper to pixels, but I can tell you they are out in front, leading this positive trend.

You may well wonder how this sensibility is reflected in their product design process. The answer is: quite a lot. For instance, as a result of the intensive, continuous, internal review I mentioned, GoLite knows that about 60% of their overall environmental impact is embedded in the materials of their products. They are taking this knowledge as a strong impetus to move completely to materials they’ve determined to be EPMs (Environmentally Preferred Materials). And they are determined to do so while not just holding the line on technical performance, but improving it.

So, bottom line: although GoLite is now a well-established mass-producer of outdoor gear, they remain committed to the ethos that inspired their genesis…and their name.