Switchback Spring, June 16-18, 2026 in New Orleans, LA
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Switchback at TRE, December 1-3, 2026 in San Antonio, TX
In late February, the Switchback and Trailheads crew was fortunate to catch Michael Mathews, the store owner of The Backpacker in Baton Rouge, when he was just days away from boarding a plane for Morocco to ski the High Atlas Mountains. Our meeting with Mathews was part of the Switchback Roadshow, a multi-day trek to visit specialty retailers throughout Louisiana. After browsing Mathews’ spacious store, we tucked into a second-floor office, where he shared details of his upcoming trip.
The journey to Africa was the next chapter of his ambitious 2026 World Tour, where he is attempting to ski on all seven continents in a single season. It’s a daunting challenge for sure. But for Mathews, this isn’t a personal trophy hunt. It’s part of his strategy to motivate people to get outdoors and grow participation. By positioning himself as a “Chief Adventure Officer” who leads by example, Mathews is attempting to address a widening gap he sees in the market: a lack of genuine, entrepreneurial inspiration that actually moves people to get outside. In an industry increasingly dominated by private equity and data-driven management, Mathews believes the “spark” of adventure has been replaced by spreadsheets.
“The industry is becoming obsessed with the ‘transaction’ and forgetting the ‘transformation,’” says Mathews. “If we’re just moving boxes based on an algorithm, we’ve lost the plot. The goal isn’t to sell a jacket; it’s to sell the idea that the person wearing it belongs in the wild.”
This responsibility to outfit travelers for faraway climates is a common thread among Louisiana outdoor retailers, who must prepare locals for conditions vastly different from their own low-lying terrain. At The Backpacker, the mission is to serve as a catalyst, equipping locals while also encouraging them to venture out. Whether through his world-record attempt or the store’s high level of customer service, Mathews is proving that a retailer’s truest product isn’t the gear on the rack—it’s the expert advice and inspiration that turns a curious local into a global explorer.
During the 2026 World Tour, Mathews and a videographer are producing videos and digital assets that prove adventure is accessible. This message resonates deeply with Louisiana customers who are already accustomed to traveling great distances for outdoor pursuits. Because Louisiana is geographically “flat,” people are “willing to take a week and a half off work” and travel significant distances (driving 10+ hours or flying) to reach ski slopes or climbing crags.
Since The Backpacker opened in 1974, adventure travel has been a key component of the business. The shop was born from a 1960s Louisiana State University ski trip to Red River, NM, organized by Mathews’ father, Dale, who had never skied himself. After seeing high demand for ski excursions, Dale began running trips for fraternities and sororities, famously acting as a mobile outfitter by selling travelers thermal underwear and cans of Scotchgard, which students used to waterproof their jeans for the snowy conditions.
Those early bus trips have since evolved into a full-scale travel agency, now rebranded as ALPINR Mtn Travel, which manages the logistics of sending as many as 1,000 Louisiana locals to the slopes each year. After decades of providing clients with logistical support, the store has cultivated a remarkably stable, multi-generational community where the “Backpacker family” often includes the great-grandchildren of those original 1970s adventurers.
This deep-rooted loyalty has created a customer base that includes a diverse range of enthusiasts. On any given day, the store might serve backpackers and kayakers as well as someone prepping for a weekend of duck hunting. “A lot of our apparel reflects the Louisiana lifestyle of fishing and even hunting,” Mathews notes. “We sell a lot of Kuhl pants to guys who are going to be in the deer stand in October. Then, during summer, we sell a lot of sun-protective clothing to people going to the coast to fish.” Among the store’s most popular brands is Free Fly, which is known for its Ultraviolet Protective Factor (UPF) clothing.
The Backpacker’s diverse customer base also includes a growing number of casual consumers seeking stylish clothing made with performance fabrics. Mathews points out that brands like Poncho and New Orleans-based Tasc Performance have become staples at The Backpacker, offering technical benefits like moisture-wicking and sun protection in silhouettes that look just as suitable in a restaurant as they do on a fishing boat.
Mathews understands that while stocking the right gear for a diverse clientele is essential, true success lies in moving beyond the transaction to build deep, supportive relationships. This philosophy is the heartbeat of The Backpacker’s operations in their three store locations – Baton Rouge, Lafayette, and Northshore. By prioritizing a high-touch service model, staff can build rapport and trust that transforms a simple sale into a consultation. This relationship-first approach provides customers with the confidence and technical support they need to feel at home in the wild, making it easier for The Backpacker to serve as a catalyst for their next great adventure.
To provide exceptional service, The Backpacker utilizes a system of physical binders to track and grow personal relationships between staff and customers. Each sales associate is assigned a specific roster of clientele, allowing them to act as personal consultants rather than just retail clerks.
Using the “binder system,” staff members maintain detailed records of a customer’s past purchases, upcoming trips, and specific gear needs or interests. These binders go far beyond a standard mailing list, housing contact information alongside personal details, such as whether a customer has children or ambitious outdoor recreation goals. This allows salespeople to reach out with tailored advice or to notify a customer when the store stocks a specific item the person, or one of their family members, might want or need. Having a dedicated salesperson gives customers a sense of support and confidence, and it allows associates to provide their clients with a curated experience rooted in their technical expertise to get them outdoors – and secure that extra sale.
The binder system is not only effective, but it also aligns with the desires and expectations of modern shoppers. “People are so overwhelmed with their inbox and scroll-style marketing on social media,” Mathews explains. “This provides us another way to connect with customers on a personal level that I think people are looking for right now.”
Mathews contrasts his high-engagement approach with what he calls the industry’s current obsession with technology, algorithms, and automated transactions. “We’ve gotten so dependent on social media ads and Google ads to show products that retailers and entrepreneurs in the industry are not actually inspiring people to go outdoors as much as we used to,” says Mathews.
As much as the binder system benefits customers, it also empowers staff to feel a greater sense of ownership of the business. “They have more skin in the game,” Mathews explains. To reinforce this, he has shifted his staffing model toward a smaller, predominantly full-time team, enabling higher wages and deeper professional investment. “It’s been a really good system,” Mathews notes, observing that these dedicated employees not only master shop procedures more quickly but are also more effective at building the long-term customer relationships that benefit the store.
While this internal evolution has strengthened The Backpacker, Mathews knows that even the best-trained staff can only do so much if people don’t feel motivated to get out and explore. According to Mathews, fewer people are paddling Louisiana’s labyrinth of bayous and coastal marshes, where a kayaker can roam among cypress trees in the Atchafalaya Swamp or track redfish through the Gulf mangroves. Yet, despite having these world-class destinations in its backyard, The Backpacker has watched the kayaking category cool as the industry stopped “showing people the fun” and started focusing on the sale. For Mathews, the problem stems from a lack of leadership within the outdoor industry.
“We don’t have outdoor entrepreneurs at the helm of these organizations anymore,” Mathews explains. “They’re more answering to private equity and Wall Street, and they’re not focused on the passion behind this sport that encourages people to go outdoors.”
To reignite this spark, The Backpacker is working harder to partner with the local organizations that share his mission. “We’re trying to reconnect with people again,” he says, emphasizing that learning from local clubs is vital to becoming an inspiring force in the industry once more. This includes collaborating with the Louisiana Hiking Club for “Camp Fest,” working with the Coastal Conservation Association (CCA) on fishing experiences, and increasing the store’s involvement with local running clubs to ensure The Backpacker remains a central hub for active participation and recreation.
Ultimately, to get more people outdoors, specialty retailers must return to “selling the smile” and the experience rather than just the SKU, says Mathews. While discussing the idea of inspiring people, Mathews reflects on a personal experience that not only put a smile on his face but also deeply moved him. “In 2018, The North Face invited me to go to Zermatt with a group of dealers, and it really opened my eyes,” he recounts. “We were doing via ferrata in the mountains at the base of the Matterhorn and ski mountaineering, doing things that really challenged me in one of the most scenic places in the world.”
As he describes the trip, his voice rises, and the emotion is palpable. The same enthusiasm surfaces while he shares details of the 2026 World Tour. In just three days’ time, he will travel to the Moroccan mountains, where he hopes that, once again, he will feel that surge of energy – the same “spark” he believes is currently missing from the industry at large. If he finds that energy again, he won’t keep it for himself. Through the lens of a camera, he’s inviting his community to follow along, hoping his own drive will be enough to get others outside and moving.
“I think the big goal of all this is just to inspire people to try new things and go outdoors,” says Mathews. “We want to show people the world.”
Check back to read more store profiles from our Louisiana edition of the Switchback Roadshow.
