First Lite’s Michael Rietveld Discusses Building Brand Through Customer Interaction
In this episode of The Grit Show, host Chase Baker interviews Michael Rietveld, the Customer Service Manager at First Lite, a premium outdoor apparel company based in Sun Valley, Idaho. Michael shares his unique journey into the outdoor industry, discusses the challenges and rewards of his role, and offers valuable advice for those looking to break into the field or grow their own outdoor businesses. He also provides insights into First Lite’s approach to customer service and brand authenticity.
What Does Your Role as Customer Service Manager at First Lite Involve?
Michael begins by explaining the scope of his role at First Lite. As the Customer Service Manager, he oversees a team dedicated to assisting customers with a variety of needs. This includes helping customers with account access issues, tracking and resolving order problems, dealing with shipping carriers, and placing orders for the company’s pro team.
What Led You to a Career Within the Outdoor Industry?
Michael’s journey into the outdoor industry was both unconventional and opportunistic. In 2019, while between jobs, he stumbled upon an Instagram post advertising a customer service position at First Lite. Intrigued by the opportunity to combine his passion for the outdoors with his professional life, he applied for the role.
Did You Have Any Experience Working in the Outdoor Industry Prior to That Position?
Surprisingly, Michael had no prior professional experience in the outdoor industry. Previously, Michael was living in Wisconsin, co-owning a seasonal café with his cousin. The café’s offseason allowed him to travel and hunt in Wisconsin and a bit in New Zealand. However, his personal passion for hunting and extensive time spent outdoors provided him with valuable insights and experiences that he could bring to his new role.Michael’s story illustrates that a lack of direct industry experience doesn’t have to be a barrier. Transferable skills and a genuine passion for the outdoors can open doors, especially in companies that value authenticity and firsthand knowledge of their products.
Do You Have Any Tips for Someone Trying to Make a Similar Pivot Into the Outdoor Industry?
Michael advises that those looking to break into the outdoor industry should be open to starting in entry-level positions, even if it means taking a step down from previous roles. He notes that the industry is highly competitive, and ideal positions at top brands may be scarce.
Flexibility is key. Michael emphasized the importance of being willing to relocate, as many positions require in-person collaboration due to the team-centric nature of the work. He also suggests that demonstrating a strong work ethic and a willingness to learn can make a significant difference in getting a foot in the door.
What’s Your Favorite Part About Working in the Outdoor Industry?
For Michael, the camaraderie and shared passion among his colleagues are the most rewarding aspects of his job. Working with like-minded individuals who share his passion for hunting and fishing makes the work environment enjoyable and engaging.
He highlights the benefit of being surrounded by people who not only talk about hunting but can actively participate in them. This shared interest extends beyond the office, providing opportunities for team members to hunt and fish together, strengthening both professional relationships and personal friendships.
What Would You Say Is the Most Challenging Part About Working in the Outdoor Industry?
One of the significant challenges Michael notes is balancing the busy season along side hunting season. The peak demand for customer service at First Lite coincides with hunting seasons, meaning that while customers are out enjoying their pursuits and wanting gear last minute, Michael and his team are working extended hours to support them.
This overlap can make it difficult for employees to participate in the very activities that drew them to the industry. Chase makes the point in marketing “if the fish are biting. You’re making ads about the fish biting.”
Do You Think There Are Any Skills or Specific Traits That Have Made You Successful Within Your Field?
Michael believes successful business “speak the language.” There is less translation when speaking hunter to hunter. That really translates to a customer first model. The ability to relate to customers authentically and understand their needs enhances the overall customer experience.
Do You Think That There Are Any Skills That Seem to Be in Higher Demand Lately Within the Industry?
Michael highlighted networking on social media and face to face interaction at shows. Shaking hands with someone goes along way and will benefit the smaller businesses. Chase notes putting in the effort to go to shows and meet people in person really makes more of an impact than cold Instagram messaging.
Would You Have Any Tips for Folks Trying to Grow Their Own Small Business Within the Outdoor Industry?
Michael recommends focusing on networking and building personal connections. He acknowledges that while digital outreach like emails and social media messages are easy to send, they may not have the same impact as face-to-face interactions.
Attending industry shows and events can provide opportunities to meet key people, shake hands, and have meaningful conversations. This personal touch can help small businesses stand out and create lasting relationships that benefit their growth.
Could You Describe or Give Us Insight Into the First Lite Way of Doing Customer Service?
First Lite’s approach to customer service is deeply rooted in authenticity and a customer-first mentality. Michael explains that the company strives to treat customers as they themselves would like to be treated. This means providing personalized, knowledgeable assistance rather than generic responses.
Customer service representatives at First Lite are avid outdoorsmen and women who use the products and can share real-world experiences. They help customers select the right gear for their specific needs, often advising on equipment for particular hunts or climates. “We do what we say we do. You just feel like you’re chatting with old buddies,” stated Michael. This level of detailed, experience-based support helps customers make informed decisions and enhances their overall satisfaction with the brand.
Do You Have Any Predictions for the Outdoor Industry in 2023?
Michael discussed the growth of the outdoor industry. He believes that the surge in interest sparked by the pandemic in 2020 has led many people to rediscover or newly discover the joys of the outdoors. He anticipates that more individuals will continue to seek opportunities to disconnect from technology and connect with nature. He believes things are really coming full circle and people are getting back to what they need.
Any Final Thoughts You Want to Leave Us With?
In closing, Michael encourages anyone passionate about the outdoors to pursue their dreams and remain open to various opportunities. He emphasizes the importance of being flexible, broadening your scope and be willing to take chances. He advises that seizing opportunities when they arise can lead to fulfilling careers and personal growth. You don’t want to look back in 10 years and regret not taking an opportunity.