The outdoor industry is unpredictable by nature. Weather patterns, retail cycles, consumer mood swings—there’s no clean forecast for building a great brand.

Chris Macaulay, CEO of Killara Outdoors, is fine with that. He doesn’t believe in waiting for perfect conditions. He believes in building companies that can thrive no matter what the market throws their way.

“You can’t scale chaos,” Macaulay says. “You need systems, discipline, and the guts to stay focused when everything else gets noisy.”

It Started with a Gut Check

Before joining Killara, Macaulay served as North American CEO at Venlo, a global brand platform. In 2020, while overseeing a portfolio review, one brand in particular caught his attention: TRED Outdoors. It was scrappy, authentic—and barely holding together.

“That was the moment it clicked,” Macaulay recalls. “This whole category was full of passion but running on grit and duct tape. No systems. No innovation infrastructure. Huge opportunity, but even bigger gaps.”

That realization would become the seed for Killara Outdoors—officially launched in 2023 out of Southlake, Texas, with a clear purpose: bring discipline, conviction, and a builder’s mindset to an underserved sector.

Playing Offense When Others Pull Back

Macaulay’s strategy isn’t just resilient—it’s countercyclical. While others retreat during uncertainty, he turns up the volume.

“Down markets create space,” he says. “While competitors pull back, we double down—better product, better storytelling, tighter execution.”

That approach paid off with the transformation of Lake Fork Trophy Lures into Lake Fork Lure Co.—a complete overhaul of operations, brand, and leadership that culminated in a massive relaunch at ICAST 2024. New packaging. Signature creative. A media presence that turned heads across the industry.

The results? Lake Fork is heading into ICAST 2025 with seven new bait designs, a new line of performance rods, and a stacked roster of strategic collabs.

“When you build with conviction, people feel it,” Macaulay says. “Retailers lean in. Customers notice. And suddenly, you’re not a niche brand—you’re a national force.”

Resilience Means Saying No

For Macaulay, resilience isn’t about stubbornness—it’s about discernment.

“We’ve walked from deals that didn’t feel right. Killed product launches that didn’t align. Passed on revenue because the culture wasn’t there. That discipline protects us.”

It’s a stance that’s made Killara a trusted partner to founders who care more about mission than just multiples. And it’s allowed the platform to grow without compromising what matters most.

Built for the Long Haul

Killara wasn’t designed for easy seasons—it was designed to last. Across every brand, Macaulay has instilled the same core principles: lead with discipline, invest in systems, and never chase the shortcut.

“It’s not about timing the market,” he says. “It’s about being ready—ready with a strong team, a real plan, and the courage to keep climbing.”

About Killara Outdoors

Killara Outdoors is a multi-brand growth platform scaling the next generation of outdoor brands. With operations in Texas, Colorado, and Hong Kong, Killara offers operational support, leadership development, and content-driven growth systems to founder-led businesses across fishing, hunting, lifestyle, and tactical categories. Visit killara.com to learn more.

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