For Chris Macaulay, CEO of Killara Outdoors, innovation isn’t a side project or buzzword — it’s the operating system.
In his latest feature, The Innovation Mandate: How Chris Macaulay Fuels Progress in Outdoor Brands, Macaulay shares how innovation at Killara goes far beyond flashy product launches. It’s about constantly asking smarter questions, building better systems, and delivering long-term relevance in a crowded marketplace.
“Every category is saturated,” Macaulay explains. “If you’re not thinking five years ahead, you’re already behind. Innovation has to be part of how we operate, not something you outsource or do once a year at a brainstorm session.”
Since 2023, Macaulay has led Killara’s transformation into a multi-brand platform known for its bold ideas and grounded execution. His team has institutionalized innovation in every department—from allocating capital for R&D and prototyping, to running customer feedback loops and maintaining a real-time content and media studio.
Innovation as a Culture, Not a Department
At Killara, innovation doesn’t live in a silo. It’s embedded into daily decision-making across logistics, marketing, retail, and leadership.
“We’ve created a platform where experimentation is safe and structured,” says Macaulay. “Our teams aren’t just guessing. They’re testing, measuring, and iterating at speed.”
From A/B testing content formats to refining packaging systems for better merchandising, Killara’s approach to innovation is equal parts creative and operational. One of the most visible examples is its in-house media studio, which produces and analyzes performance data across all brand channels in real time.
“We’re not chasing fads,” Macaulay says. “We’re building future classics — products and stories that stand up to time and scale.”
Purpose-Driven Experimentation
Macaulay is clear: innovation without impact is just noise. That’s why every experiment is tied to tangible goals — whether it’s improving unit economics, streamlining fulfillment, or creating content that builds customer loyalty.
“It’s not about novelty for novelty’s sake,” he explains. “It’s about solving the problems our customers haven’t fully articulated yet — and doing it better than anyone else.”
This mindset has helped Killara elevate brands like Lake Fork Lure Co. and FishStix, turning founder-led operations into scalable, nationally recognized businesses with real staying power.
Read the full article: killara.com/blog/the-role-of-innovation-in-outdoor-brand-success-a-conversation-with-chris-macaulay
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