GearJunkie, founded in 2006 as an occasional newspaper column on outdoor activities and equipment by its founder that has grown into an online business approaching $2 million in revenue, is moving its headquarters from south Minneapolis to Denver.
However, founder Stephen Regenold said, despite the move of several people to the Colorado, capital of the outdoors-equipment world, the Minneapolis operation is expected to grow to a record 10 people this year as it builds a marketing agency to complement its editorial work.
"Our strategy this year is to scale the operation and to stake a claim in Colorado as the base of our editorial operation," said Stephen Regenold said.
The move to an “outdoors epicenter” signals a further commitment to the industry, including proximity to hundreds of outdoors and active-lifestyle brands, Regenold added, as well as access to world-class gear testing grounds in the Rocky Mountains.
GearJunkie’s communications agency in Minneapolis will focus on projects, content, and marketing services that will be led by Ryan Johnson, a company vice president. He will oversee the GearJunkie Media division with a mandate to grow the publication's in-house agency.
"With our editorial team transitioning to Denver, the GearJunkie Media division in Minneapolis will focus on creating deeper connections with consumers and the outdoor brands they know and love," Johnson said. "Because we leverage the same data, insights, and tools as our editorial team, we provide our brand partners access to the most authentic audience in the outdoors industry."