Mar 28, 2018
Layne Rigney, the President of Osprey, speaks about his
focus on alignment and core values within the company and his
passion for working with transitioning veterans. As a global
company, Layne notes the shift he’s seeing in consumer trends and
brand loyalty. Listen in to learn from Layne’s decisions in the
present day, and when he was the President of CamelBak.
[2:23] In his new role at
Osprey, the first thing Layne did was focus on bringing back
alignment within the company. He did this by getting clear with his
team on the values and vision.
[5:02] When Layne came on to the
team he led workshops at the facilities located in Utah, Vietnam
and Colorado. They turned the business inside out and figured out
how to tap into people’s efforts to bring their vision to
[7:17] Layne touches upon why he
finds working with veterans so satisfying. He feels they are an
underutilized talent pool, and during his time at CamelBak, he saw
the many gifts this group had to offer. Now Osprey sponsors
programs that help veterans transition into the workforce. The Skip
Yowell Future Leadership Academy and the River Leaders Trip are
both examples of a commitment to this community.
[12:49] Layne cites the
challenges of operating a multi-channel distribution in a global
market less about the company and more about technology changing at
a rapid pace.
[14:57] Leaders have to take the
best interest of their team and run with it in that direction
rather than only abiding by industry trends and what the masses are
[18:46] People are now seeking a
relationship with their brands, and base a lot of their purchases
on what the company culture is like, where they spend their
discretionary funds and the company’s creed.
[19:35] Layne about recruiting
and hiring people smarter than the leader. It was a journey for
both the business and himself and was an exercise in letting go and
relaxing into his own empowerment.
[24:38] Layne likes to set a
safe and open environment within Osprey where his employees can
feel comfortable to share their own ideas about what has also
worked in the past, and what may work in the future.
[33:46] The identification,
acquisition and nurturing of talent is a challenge Layne takes very
[36:42] Layne is committed to
spending more time understanding finance and how it changes
businesses. He also is looking forward to engaging with the
outdoors and the users of the product.
“You join a business like this
because you believe in the product.”
Veterans are a talent
You have to forge your own path
more than ever before.
“Figuring out how to be
patriotic within a global brand can be a challenge.”
It takes courage to hire smart
Build the collective IQ and
“Your job as a leader is to
basically get people to run through a wall for you.”
“People can smell a
“Don’t ask a question to make a
Layne M. Rigney is an effective and strategic executive leader
with proven experience in global product, sales and business growth
as demonstrated by his success leading teams for world class
consumer products brands like Osprey, CamelBak, PowerBar/Nestlé
USA, and RockShox Inc.
Prior to joining Osprey Packs in
2016, Rigney served as President of CamelBak the $180M global
hydration brand. Rigney led the executive team responsible for
Sales, Marketing, Product Development, Finance, Operations, and
Human Resources. Under his leadership, the sales team successfully
increased distribution in highly disparate distribution channels
including specialty, online, mass and military outlets. He was
instrumental in guiding product and marketing teams to develop
differentiated product offerings and marketing strategies to
increase revenue world wide. He is a firm believer in
organizational alignment and accountability.
Before joining CamelBak in 2005,
Rigney led Franklin Resource Group as Vice President and General
Manager of the retail training, merchandising, and execution
consulting firm. During his tenure, he led the restructuring and
rebranding of the company, acquired new national accounts and grew
average revenue per client over 15%.
Recognized for his experience in
sales restructuring and growth, Rigney was hired by the founder of
PowerBar to reorganize its underperforming Sporting Goods Division.
In his first year, Rigney reversed a three-year decline and
increased revenues by 22%. Rigney began his career with RockShox in
1992, where he held various positions of increasing responsibility
with the creator of modern suspension sys
tems for bicycles.
An industry thought-leader, Rigney serves on the
board of Camber Outdoors and the Outdoor Industry
Books Mentioned in this Episode
by Walter Isaacson