#128 - Setting Expectations with Bonie Shupe of Ibex

The By Land Podcast

Bonie Shupe is the GM and Director of Product at Ibex. After a long history of creating some amazing products, Ibex closed its doors a few years ago, but has since been bought and rebooted. Bonie is the brains behind product design and is working hard to create the same quality merino products that Ibex was known for.

When I learned Ibex was back up and running again, I had to know more so I asked Bonie if she’d be willing to come on for a chat. My original intention was to learn more about Ibex, their history, and what they’re up to but, as luck would have it, I stumbled onto some profound advice from Bonie based on her experience as an endurance athlete.

Yes, this is an episode about Ibex, their products, and how amazing Merino Wool is but, that’s just scratching the surface. Bonie takes the time to educate me on the differences of between 100% merino and blended merino, how merino is being used as insulation in garments now, and what it’s like getting to reboot a beloved brand.

More importantly, Bonie walks me through how she manages herself during endurance events. This is where the gold is, and this is where you’ll come away with a new perspective after hearing Bonie speak about her love for pushing her body.

I came away from our conversation feeling enlightened, educated, and with a new friend and I think you will too!

By Land,

Emory R. Wanger

Show Notes and Links

• Introductions
• Who Bonie is and who she works for
• How Bonie got into her line of work
• Backstory on where Ibex went and how they came back
• Relaunching a brand
• Bonie’s obsession with Merino Wool and why
• 100% merino vs. blends
• Expanding the uses of Merino (outerwear)
• Bonie’s backstory in the outdoors
• Bonie’s advice for “No expectations”
• Where Bonie finds her enjoyment of endurance sports
• How Bonie manages her “head” during these events
• On experiencing the natural world
• Contemplating the impact we have on the environment
• How to act environmentally responsible
• The future of Ibex and what to look forward to
• How to follow up with Ibex
• https://ibex.com/
• https://www.instagram.com/ibexwool/

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