Trailheads

From the Mound to the Mountain 

Located in the heart of New Orleans, Massey’s now stands as the city’s only true outdoor specialty store. However, the Massey’s story doesn’t begin on the bayou or the distant mountain peaks popular with the store’s customers. Instead, it started on a pitcher’s mound, born from the moment Darrell Massey left a professional baseball career to open a sporting goods store. Founded in 1972, the original shop was located in the Old Metairie neighborhood, just west of the New Orleans city limit.

In those early years, Massey’s was the type of place you’d buy a baseball glove or basketball, and the store did jersey lettering and custom embroidery for local teams. By the 1990s, as national chains entered the sporting goods market, the Massey family realized they needed to change course.

“If we had stayed a sporting goods store, we’d no longer be in business,” says Bentley.

The store entered a new era as a full-service specialty shop for winter sports. “Back in the day, there was a huge New Orleans ski club that had about 400 members,” says Massey’s president and co-owner Bobby Johnson. To outfit locals for their ski excursions, Massey’s began carrying high-end technical gear, including skis, boots, and bindings. As snowboarding gained mainstream popularity, the store also sold boards and mounted bindings. 

In addition to offering a full range of services, the shop started carrying the same high-end apparel brands that skiers could find at premier Colorado resorts like Beaver Creek and Aspen. Also, Johnson notes that Massey’s was one of the first stores to bring technical brands like Patagonia and The North Face to New Orleans. 

Throughout the ‘90s, Massey’s built partnerships with top outdoor brands and gradually shifted from winter sports to outdoor specialty retail, offering apparel and gear for backpacking, cycling, adventure travel, and paddling. The transition proved so successful that Massey’s opened additional locations in Baton Rouge, LA, and Covington, LA. In 2008, the company established its current New Orleans flagship store in the Mid-City district. Beyond serving as a comprehensive outdoor destination, the site’s proximity to Bayou St. John established it as a vital hub for canoe and kayak rentals and demos. 

A Shift Toward ‘Lifestyle’ 

Today, the evolution of Massey’s continues with a heavy lean toward soft goods. This reflects a modern customer base demanding versatility and high-performance gear. “It’s much easier to sell something if people know they can wear it outdoors but also wear it to a nice dinner,” says Val Chauvin, manager and buyer for the Mid-City store. To meet this demand for versatility, Massey’s carries a collection of premium brands, such as Johnnie-O, Poncho, Faherty, Free Fly, Marsh Wear, and Vuori.

The store’s focus on fashionable and functional apparel reflects an industry-wide emphasis on addressing the broader outdoor lifestyle. Recognizing that specialty shops should support all aspects of the outdoor experience, Massey’s has expanded its offerings to high-end outdoor cooking gear. In the back of the Mid-City store, a raised section of the showroom features an extensive display of Big Green Egg products and other premium cookware for the outdoor chef.

A Basecamp for Global Travel 

While high-end cooking product lines serve as a thoughtful curation to meet the needs of the local customer’s lifestyle at home, Massey’s also acts as a primary starting point for global adventures. During our Switchback Roadshow, we discovered a common thread among Louisiana’s specialty retailers: because the local landscape offers limited technical terrain, these stores have become vital hubs for “destination travelers” preparing for rugged environments elsewhere.

“We have people coming in that are going to Costa Rica, the Camino de Santiago, and going to see the Northern Lights,” says Bentley. “They need completely different sets of gear, and we help them navigate that.”

The store stocks travel bags, packs, and accessories from companies such as Osprey, Eagle Creek, Patagonia, and Kavu. Plus, the shop carries hiking, running, and casual footwear from leading brands like Salomon, Hoka, Altra, On, Topo Athletic, and Birkenstock. By curating a collection of top-tier brands, Massey’s ensures that local travelers are equipped for the wide range of environments and unpredictable terrain they’ll encounter throughout their global travels.

Back to Brick and Mortar 

Stocking top-tier labels is one thing, but providing the expertise to fit them properly is what makes the store such a vital resource for New Orleans travelers.

“I feel like we’re part of the last frontier of customer service,” says Bentley. “We’re able to offer knowledge that not only makes you want to shop with us but also enriches your experience and makes you feel confident.”

This hands-on outfitting is the core of the store’s pivot away from e-commerce. Around 2018, the business moved away from high-volume, low-margin internet sales to double down on the technical expertise of its physical locations. “We wanted to pay more attention to our brick-and-mortar customers and provide them with the kind of experience that makes people want to come here,” says Johnson.

To support this mission, co-owner Mike Massey developed Locally, a local-network app designed to drive business back to physical stores. This tool helps shoppers find what they need in their own neighborhood, reinforcing the idea that the best retail experiences happen in person rather than through a screen.

Community Connections

Building a high-quality in-store experience does more than just move product; it serves as the foundation for Massey’s to deepen its roots and build lasting connections within the local community. This commitment to the neighborhood extends far beyond the sales floor through active support of regional organizations and environmental causes. 

To inspire the next generation of outdoor enthusiasts, Massey’s partners with Live Oak Wilderness Adventure (LOWA), which provides underserved youth with life-changing outdoor experiences through guided trips. LOWA teaches kids wilderness skills and ensures the outdoors is a place where every child feels a sense of belonging.

The store’s commitment to the community also takes an environmental turn. By partnering with the Atchafalaya Basinkeeper, Massey’s works to protect vital Louisiana waterways from being clogged by industrial runoff or threatened by the constant expansion of oil companies. With these partnerships, Massey’s is more than just an outfitter; it is a vital partner in the community’s efforts to protect the local environment.

For over 50 years, Massey’s has demonstrated that the key to surviving the volatile world of retail is a willingness to evolve without losing sight of the local community. By transitioning from a sporting goods shop to an outdoor specialty store and environmental advocate, Massey’s three locations have proven that independent retailers can thrive by remaining resilient. Although the business has continually transformed, it has never wavered in its commitment to quality, and it has earned the trust of generations of Louisiana locals.

“People always look to us,” says Johnson. “If it’s good, it’s probably going to be in Massey’s, and that’s what we’re proud of.”