Our team
Peter F.
Co-founder and Head of Product Development
• 30+ years advising start-ups and small businesses on financing and growth
• Founder and CEO of Young America Capital (55-person Investment Bank)
• Former CFO of a $2B+ AUM private equity fund
Marah F.
Co-founder
• Deep experience building and scaling consumer businesses through venture studio environments
• Former McKinsey Consultant in New Business Building practice where she led teams across strategy, product, go-to-market, operations, and finance
• Retail finance at Moda Operandi focused on inventory, merch planning, FP&A
• Wall Street Equity Research Analyst
Matt Hershey
Sales Leader & Strategic Advisor
• Founder of Northeast Outdoor Sales Consulting
• 20+ years scaling premium outdoor and lifestyle brands
• Bridges emerging startups with major retailers (REI, Nordstrom, Amazon)
• Former executive roles at Fjällräven and 66 Degrees North
Our Ambassadors
Tyler T
West Coast Ambassador
• Works with Alaska Mountaineering School leading Denali expeditions with emphasis on team integration, self-sufficiency, winter camping systems, and advanced crevasse rescue
• Guides across the Tetons and Rocky Mountain West
• Specializes in splitboard mountaineering with technical descents including Mount Rainier's Fuhrer Finger and the Ford–Stettner Couloir on the Grand Teton
• Guiding philosophy blends disciplined risk management, technical precision, and skill-forward instruction
• Explores new terrain on dirtbike and plans alpine objectives when not guiding
• B.S. in Wildlife Biology from the University of Wyoming
• Maintains Wilderness First Responder and Avalanche Professional Level 1 certifications
Emma R.
West Coast Ambassador
• Originally from California, splits year between California mountains and Alaska
• Career rooted in ski mountaineering, backcountry travel, and high-elevation expedition work
• Backcountry skiing passion began after a season in Alta, Utah
• Pursues technical skiing and climbing across Canada, Japan, Utah, California, Alaska, and the Pacific Northwest
• Serves on Ski Patrol at Mammoth Mountain in the Eastern Sierra during winter
• Guides Denali expeditions and programs throughout the Alaska Range with Alaska Mountaineering School in spring
• BFA in Product Design from the University of Oregon
• Specializes in outdoor gear design, pack development, and prototype construction
• Sews ultralight packs and supports small outdoor brands through production
• Design work centers on functional craftsmanship merging technical mountain experience with practical, field-tested gear innovation