Retailer’s legendary commitment to customer service to continue under new ownership
After celebrating 50 years in business, Randy and Nancy Morgan have decided it’s the right time to retire. Making the decision easier is the fact the Morgans found an equally passionate group of outdoor enthusiasts, who share their philosophy of taking care of customers and community commitment, to take over the business.
“Selling to Riley Siddoway is the perfect handoff to partners that are already involved in the outdoors and ski business, and who want to be involved in the Fort Collins community,” explained long-time owner Randy Morgan.
Morgan said another factor in the decision to sell – rather than keep the business in the family – was the fact that the couple’s children have already pursued other careers outside the retail arena.
For his part, Siddoway and his partners don’t plan to make any changes to the formula that has made Outpost Sunsport, 931 E. Harmony Road, a local retail institution going into its sixth decade. “We’re in the customer service business, not in the ski or furniture business,” Siddoway said. “It’s of paramount importance to me that we do not forget we’re here to serve the customers and not lose our way.”
“The new owners appreciate that there will be no staff changes,” Morgan added. “Matt Sisko, who has been with the team since 2006, will continue as store manager; and Outpost Sunsport’s customers will continue to receive the same truly personal service they have for 50 years. I especially like being able to share that the new owner of Outpost Sunsport is an avid outdoorsman with years of experience in the field.”
Siddoway operates Uphill Pursuits in Bozeman, Mont., and he was looking to purchase another like-minded business. As he and his two partners learned more about Outpost Sunsport – and what a leading-edge company it was – they wanted to get involved. Riley’s parents live in Colorado – and he’s lived in the state on three different occasions – which gives him a high level of comfort with the Colorado lifestyle. He and his partners couldn’t be more impressed with how Morgan and his team have run the business.
Morgan, who said he’ll be on hand at the store for “a few months” during the transition, said retirement is an opportunity to wax nostalgic on the storied past of Outpost Sunsport.
50 years of serving outdoor enthusiasts
In 1973, while a top CSU student-athlete in track and field, Randy Morgan was a loyal customer who started working part-time at The Outpost Trading Company, located at 112 W. Laurel Street. Morgan held a deep understanding of outdoor gear and the activities that Outpost’s customers wanted to pursue. When then-owner JV Peacock, a recent CSU graduate, started the small backpacking/mountaineering store across the street from campus – it was one of a half-dozen such stores in town. Peacock and Morgan forged a great working relationship and succeeded in growing the fledgling business.
Morgan graduated from CSU and became partners with Peacock in 1976. Outpost quickly became one of the largest specialty stores selling cross-country skis and gear in Colorado. The staff taught ski lessons through the Fort Collins Parks and Recreation Department, partnered with Poudre School District, and led tours up the Poudre Canyon. In 1983, Outpost added alpine ski gear and clothing to the store, which was an immediate success. The business soon started hosting the legendary Warren Miller film tour, which will once again be shown this year at the Fort Collins Lincoln Center on November 11.
The early years of the Morgan-Peacock partnership also saw the beginning of the Randy-Nancy partnership. Nancy was a regular customer when Randy, smitten and thinking about how to get to know her better, offered Nancy a job. She took it, and the future ownership team was born.
In the early 1990s, the Morgans expanded the operation when they started selling patio furniture – now a major segment of Outpost Sunsport’s business, as the shop provides much of the outdoor patio furniture to local breweries, swimming activity centers, golf courses, and more.
In 1996, Outpost Sunsport relocated to a new building on Harmony Road, which was expanded in 2006. With easy access from all directions and nearly unlimited parking, the store’s client base has grown to encompass all of Northern Colorado and Southern Wyoming. The commercial patio business has grown to include clients located throughout the U.S.
Randy Morgan an integral part of nonprofit community
Randy and his wife/partner Nancy are involved with about 100 nonprofits, and have been able to substantially give back to the community thanks to the support of their loyal clientele. The Morgans have supported CSU, Bird Conservancy of the Rockies, Poudre School District, UC Health Foundation, Respite Care, Colorado Open Lands, United Way, and many other organizations that emphasize environmental sustainability and habitat preservation. The Gardens on Spring Creek largely owes the realization of its vision to Morgan.
“Randy was an amazing partner during the capital campaign to complete the Gardens on Spring Creek,” said Michelle Provaznik, executive director for The Gardens. “He worked tirelessly, advocating on our behalf throughout the community to bring the vision of The Gardens to life. The impact of those efforts will be felt throughout our community for years to come as The Gardens fosters environmental stewardships while serve tens of thousands of visitors each year.”
Industry leadership
Outpost Sunsport has gained a national reputation among its peers and sporting goods vendors. It has previously earned designation as SnowSports Industries of America Ski Retailer of the Year for the Rocky Mountains. And major ski gear companies such as Salomon have regularly ranked the store’s sales staff among the top tier for retail performance.
Siddoway plans to continue to offer the same top-tier products but embraces the philosophy that you recommend the product that works best for the customer, even if it’s the cheapest item in the store. Serving satisfied customers, as Outpost has for generations, is the priority.
Customers shouldn’t notice anything different under the new ownership group, which is how Siddoway wants it. His style is to be in the background, and take care of his employees, who take care of Outpost Sunsport’s most important resource, it’s customers.
Facts about Outpost Sunsport
- Founded in 1972 by JV Peacock.
- Randy Morgan joined the staff in 1972 and became a business partner in 1976.
- Randy Morgan took over ownership from other partners in 1987.
- Approximately 20 employees.
- Relocated from downtown Fort Collins to Harmony Road location in 1996.