This week, host Nick dives into the rugged world of ultralight backpacking with the team behind Hyperlite Mountain Gear: Founder Mike St. Pierre and Marketing Director Jackie Burlage.
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From Music to the Mountains: Mike's Unusual Route to Entrepreneurship
Mike St. Pierre didn’t start out in outdoor gear. With a background in music, he toured globally with major acts like The Eagles before transitioning into the culinary world. But his third passion, the outdoors, kept calling. Frustrated by heavy, overbuilt hiking gear that didn’t suit serious backcountry adventures, Mike began building his own. That frustration turned into a 15-year journey to create Hyperlite Mountain Gear, a brand known for stripped-back, purpose-driven designs built on the world’s strongest fibre: Dyneema.
Balancing Vision and Growth: How Mike and Jackie Collaborate
Joining Mike on the episode is Jackie Burlage, who leads marketing and eCommerce. With a background in big brands like Timberland and VF Corp, Jackie brings structure and scale to Hyperlite’s nimble, founder-led ethos. The two describe their working dynamic as a balance of innovation and focus, where ideas are honed through open communication and a shared commitment to customer-centric design.
Influencers, Authenticity, and the White Backpack Phenomenon
Influencer marketing has changed a lot over the past decade, but Hyperlite has always leaned on authenticity. Early growth came from technical users, professional hikers and guides, who needed the lightweight durability that Hyperlite provides. Today, the brand balances that core audience with newer channels like Instagram, YouTube and TikTok, staying true to its roots while embracing new opportunities.
And that iconic white backpack? It gets noticed. Whether on a remote trail or in an airport, customers ask about it - a testament to smart product design and an unmistakable brand aesthetic.
Simplicity Is Hard: How the Brand Scales Without Compromise
Hyperlite is known for its black-and-white colour palette, a choice dictated by the material: Dyneema can’t be dyed without compromising strength. This limitation has become a strength, streamlining purchasing decisions and reinforcing the brand’s identity.
Behind the scenes, product development is fast, hands-on, and focused. The team prototypes rapidly, testing in real-world conditions with expert users who push the gear to its limits. It’s a process that prioritises function, trims excess, and leans into simplicity.
How Hyperlite Turned Testing Into Marketing Gold
Jackie shares how Hyperlite turned product testing into a narrative, capturing feedback and photography from field testers as they trialled new versions of their most iconic packs. These stories now form the backbone of marketing campaigns that highlight the evolution and durability of the products.
One standout moment? Relaunching their Junction, Windrider and Southwest packs with new fabrics, following a year-long journey of rigorous field testing. The story behind the redesign is just as powerful as the product itself.
The Real Reason People Buy Hyperlite
It's not just the specs, though the bags are 100% waterproof, abrasion-resistant, and made with the world’s strongest fibres. It's that people see them in action. Mike notes a spike in sales every Monday, which he attributes to weekend hikers spotting Hyperlite gear on the trail and wanting in.
It’s peer-to-peer visibility, not staged influencer content, that drives real demand. And it's proof that when the product really works, word spreads.
If They Could Do It All Again…
Asked what they’d change if they could do it all over, both Mike and Jackie mostly say: nothing. Every lesson, every stumble has shaped the company into what it is today. That said, Mike admits he’d have made some hiring decisions differently. But even there, the team culture today, cross-functional, collaborative, and driven, is something he wouldn’t trade.
Jackie echoes the sentiment, saying the biggest challenge now is keeping pace with technology, especially in Shopify and AI tools. But the company is ready to test, learn, and iterate, just like they do with their products.
Conclusion.
Hyperlite Mountain Gear is a masterclass in staying true to your values while scaling smart. The brand doesn’t just build backpacks; it builds loyalty, trust, and stories. If you’re growing a Shopify brand, their journey offers lessons in authenticity, community, and keeping your product the hero.
Check out the full podcast here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital