Switchback Spring, May 22-24, 2027 in New Orleans, LA
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Switchback at TRE, December 1-3, 2026 in San Antonio, TX
The October air was crisp and cool as the Trailheads crew rolled into Michigan for another edition of the Switchback Roadshow, visiting outdoor stores across the area. On the northwest coast in Glen Arbor, the forests were brilliant, with the maples and beech trees beaming gold and crimson. Although we were well past peak tourist season in this popular outdoor destination, occasional travelers were still taking advantage of the fall weather to paddle, cycle, hike, and camp. Many reach this area via M-22, a scenic coastal highway whose name is synonymous with adventure. As we neared the coast of Lake Michigan, we turned onto the highway to reach our first roadshow stop: the M22 store, an outdoor shop named after the scenic route.
At first, we almost passed by the M22 store, not immediately recognizing it as a traditional outdoor retailer. Its white board-and-batten siding, dark trim, and stacked-boulder walls resemble a modern coastal home rather than a gear shop. Only the iconic black-and-white M-22 highway logo displayed prominently in the front window gives away what lies inside.
General Manager Linette Reynolds greeted us and led us into the store, where we found a clean, modern, well-lit retail space with a combination of muted blue-teal and corrugated metal accent walls, and natural wood displays that created a laid-back vibe. Overall, it felt like the Michigan version of a surf shop. The product mix strikes a good balance, with cozy flannels and hoodies for everyday comfort, plus durable gear like Turtlebox speakers, Yeti drinkware, and Darn Tough socks to serve a variety of outdoor adventures. While the shop carries clothing and accessories from leading outdoor brands, a substantial percentage of the apparel proudly bears their own house-branded M22 label.
At its core, the M22 brand represents a certain mood, vibe, and attitude. Similar to the Salt Life apparel and accessories brand, which celebrates coastal culture in the Southeast, M22 reflects an appreciation for the natural wonders of the Great Lakes, from freshwater coasts to dunes and forests. Playing on that same vibe with a touch of local pride, the store carries “Not Salt” hats—a humorous nod to freshwater living that reminds visitors they are on the Great Lakes, not the ocean.
The M22 brand also symbolizes the sense of community among people who have a mutual love for the area, including families who have vacationed here for generations. This corner of Michigan has a long tradition of attracting people to kiteboard, surf, paddle, cycle, hike, and camp.
The M22 brand grew out of a deep obsession with wind and waves. Back in 2004, local brothers Matt and Keegan Myers spent countless hours traveling up and down the M-22 highway, searching for good spots to kiteboard on Lake Michigan. What started as an inside joke and a few custom shirts for their fellow kiting crew eventually caught on, turning it into a full-fledged lifestyle brand that captures the spirit of Northern Michigan.
In 2009, the Myers brothers connected with Matt and Katy Wiesen—the owners of Crystal River Outfitters in Glen Arbor—during the inaugural M-22 Challenge, a local run-bike-paddle race where the Wiesens served as paddle directors. That event sparked a lasting friendship, and when Matt and Keegan decided to expand beyond an online brand, they teamed up with the Wiesens to open the physical M22 store in Glen Arbor in 2011.
Launched primarily to showcase M22-branded goods, the store has since evolved into a hub for both laid-back visitors and hardcore adventure seekers.
“We see a lot of everything—campers, people coming here to see the Sleeping Bear Dunes, leaf peepers, and wine drinkers,” says Julia Carter, retail operations manager. She adds that the store’s reach extends far beyond Michigan, drawing visitors from all over the country. “It’s kind of crazy. We get people from Arizona, Florida, New York,” she says.
Alongside these out-of-state travelers, the shop sees a steady stream of repeat customers whose families have spent years returning to the area. “It’s a tradition for the families,” says Reynolds. “You’ll have three generations that will come and recreate for one or two weeks.”
On one wall of the store, an “adventure board” display holds information cards with details on specific “microadventures” in the Great Lakes region. It highlights a wide variety of nearby outings, such as hiking the massive bluffs of the dunes or cycling the Sleeping Bear Heritage Trail just a couple of miles away, paddling the winding Crystal River, or driving north along M-22 to explore the pristine shore of Good Harbor Beach. “These are great because they tell you about the adventure, what you can expect, the coordinates for where to begin, the level of difficulty, and how long it’s going to take you,” Carter explains.
For folks looking to relax and unwind, the store also has a wine bar and outdoor patio area. The wine bar features local wines, such as selections from Black Star Farms, one of the region’s oldest wineries. “They source all of their apples and grapes from Leelanau County or Old Mission Peninsula,” says Reynolds, noting that wine sales pump money back into the local community. Beyond offering a relaxing place to unwind after a day on the water or trails, the wine bar and patio serve as lively gathering spaces for community events, post-ride hangouts, and celebrations tied to the local outdoor scene.
When we first drove up to the M22 store, we noticed it didn’t sit in isolation, but rather right in the middle of a cluster of retail businesses marketed cohesively as the local “Recreational District.”
The District’s roots trace back to 1995, when Matt Wiesen began working at Crystal River Outfitters—a traditional paddlesports retail and rental shop—at just 15 years old. In 2004, with the help of a local bank loan, Matt officially bought the business. Over time, he and his wife, Katy, expanded outward, launching the Cyclery bike shop, taking on the M22 storefront, and opening Coastal, an apparel and accessories store.
Today, the same team operates all four storefronts, allowing them to work symbiotically rather than in competition. Each spot carries its own distinct personality and curated product line. For example, when you walk into M22, you’ll find heavy flannels built for the trail, while Coastal leans fashion-forward with contemporary tops from brands like Faherty and Vineyard Vines. Right nearby, the Cyclery operates as a dedicated bike shop complete with a room for major repairs and tune-ups.
Together, these complementary businesses provide a seamless, year-round experience for visitors—supporting everything from summer paddling trips to fall trail rides and winter snowshoeing in one centralized spot.
While each shop has its own distinct mission and personality, they all share a consistent standard—clean aesthetics, smart merchandising, strong product assortments, and a knowledgeable staff dedicated to customer service. Yet what really ties them together is a shared motivation: a genuine commitment to helping people explore and connect with the local outdoor scene. “Recreation is at the core of everything we do,” says Nick Killian, recreation operations manager. “We want to give people a complete gateway to experience the landscape, whether they’re here for a weekend or a lifetime.”
After visiting the District stores, we were eager to see more of what Michigan had to offer, so we said our goodbyes and hit the road for our next stop on the Roadshow. As we turned back onto M-22 and headed east, fall leaves whirled and twirled across the highway. We weren’t entirely sure what lay ahead in the next town, but we knew one thing for certain: the Switchback team was right where it belonged, on the road to the next adventure.
Check back in the coming weeks to read more store profiles from the Michigan edition of the Switchback Roadshow.
