Inspired Pursuits: Brand Strategy to Grand Opening for The Mountain Project

Inspired Pursuits: Brand Strategy to Grand Opening for The Mountain Project

The Spur team is a bunch of adventure junkies, finding inspiration and  twisted pleasure in pushing our limits. The deep peace and huge smiles we find in the mountains fuel our creativity and brings our brand strategy clarity. Naturally we were pretty amped to launch a new brand for a training facility developed specifically for mountain pursuits, founded by none other than The North Face Athlete, ultra-runner, and all around great human, Mike Wolfe.

To put it mildly, Mike is a beast. I mean, seriously, if you need some motivation watch this video of him running The Crown of the Continent from Montana to Canada or this interview. Right now.


Mike approached us this past winter with marketing needs for The Mountain Project a training and coaching facility that prepares athletes for achieving their full potential in the mountains. It’s also a community that harnesses their collective love for watching a sunrise from a mountain peak, and the true joy that comes from a day of deep powder and perfect lines.

Over the next few months, we had the pleasure of working closely with Mike to develop the foundation of his brand: a clear story, powerful logo, and professional business cards that capture the strength, focus, and wildness The Mountain Project represents. It was a blast every step of the way, constantly reminding us why we love where we live and what we do.


This past Thursday, Mike hosted the Grand Opening of The Mountain Project gym in Bozeman, and we joined in the celebration. The facility itself is beautiful. A stunning mural from local artist Rachel Pohl combining peaks from the Himalaya, the Andes, and the Bridger Ridge covers the entire eastern wall to keep athletes motivated.

But, it’s the community The Mountain Project has brought together that’s truly amazing. The people I met at the grand opening weren’t just incredibly fit. They were genuinely happy, deeply engaging and obviously ready for the next adventure, whatever that may be. My kiddo ran around and danced with other little mountaineers while parents drank craft brews and made plans for the next big run or ride. We talked about our stoke for the ski season, and confessed we may need Mike and his team to kick our butts into gear before it begins.

This level of comfort, camaraderie and inspiration I felt at that barbecue is The Mountain Project’s authentic brand, and it’s a damn good one.

If you need help defining the authentic story that inspires and motivates your target audiences, let’s talk. We’d love the grand adventure of creating a brand and defining a marketing strategy to shout your message from the mountaintops.