PHILOSOPHY

Since 2001, our philosophy towards equipment has been focused upon finding a practical balance between traditional, lightweight, and ultralight approaches to backcountry travel. By understanding the principle qualities of each style, we have taken the positives of each respective strategy and combined them to create comfortable, functional, durable equipment that does not compromise an outdoor experience.

This is a primary tenet in how we solve design challenges…balanced compromise between comfort, function, and durability.

As such, no matter the strategy you implement to enjoy the outdoors, we are confident you will find familiar and desirable characteristics in our products that represent your specific wants and needs….no matter your background. If you are a transitioning traditionalist, you will find durable, comfortable equipment that does not compromise those qualities strictly for weight reduction. If you are spreadsheet gram-weenie, you will appreciate the simplicity of our designs and the clear sense of weight-conscious functionality that each of our products embody.

Based upon consistent positive feedback from our customers, influence within the mainstream industry, and our own extensive use of what we sell, we are confident in our approach and feel that our philosophy provides our customers with effective, practical, and useful equipment.

DESIGN

Our design and approach is to create and build stuff that works. Using equipment that is ill-conceived, poorly designed, or rushed to market is a disservice to the end user (that means you). In our collective outdoor pursuits, we all look for ways to minimize the compromises we decide to make to achieve our goals while insuring safety, comfort, and efficiency. It is all about striking a balance, and that is what the ULA design philosophy embodies…balanced compromise.

So how do we achieve this? It begins with listening!

We do not subscribe to an insular design approach, nor are influenced by a hyped mainstream marketplace that is subject to fad, fashion and faux pas. We do not respond to market trends, we make an effort to create them (EX: Hipbelt Pockets)! We strive to offer products that are unique and creative design solutions, and see no point in offering a ULA-Equipment version of something that already exists (EX: Titanium Cookware) within the marketplace simply to appear ‘innovative’.

Our designs have always been, and will continue to be, based on the collective experiences shared with us by our customers, the community that we are an active participant in, and our own experiences. As such, our customer base is largely responsible for providing the vision to what ULA-Equipment contributes to the marketplace. So…keep talking to us, we are listening!

The 7 P’s: Proper Planning Prevents Piss Poor Product Performance

The first step in our design process is to define a specific goal. The question we ask is: “What are we trying to accomplish and why?” Our answer to this question establishes an important point of reference with regard to our ideas and our direction throughout the design. It’s a Mission Statement. A purpose driven statement that keeps us focused on our intent and acts as a ‘design filter’ to help process and organize incoming ideas and feedback from our customers. From this, research takes place and stuff begins to take shape.

Congratulations…it’s a Prototype!

The birth of an idea (or series of ideas) is an intoxicating process. Facing a problem to solve and creating a working solution is good fun. Normally we create a few working prototypes in response to the outlined design goals. From these prototypes we are better able to visualize the end result and then through actual use, determine which one is best suited to address the original design intent. Often times after initial testing, we re-visit the original prototypes and then create a final version that may combine characteristics of all the originals. Once a final design is determined, we typically keep one in-house for my personal use, send the others to people (customers) for their feedback and insight, and occasionally debut the final version at a trail event for response from our core customers group.

Test, Revise, Launch.

Testing primarily involves use. Then more use, and then more use again. I typically will log at least 500 miles or a month of continual personal use with every product before it becomes ‘official’. This allows me to feel out a product as well as temper my initial post-creation bias (…which sounds like: “…this is the best thing EVER!”) by falling in love with it all over again during and after extensive use. I believe it is critical for the person responsible for the final design (me) to be intimately familiar with the products purpose and use. I believe that the homogenous, revolving door nature of available outdoor equipment on the market these days is largely due to a disconnect between the designer and the end user. By being an active hiker myself, I am better prepared to understand (and thus design) equipment that works.

Testing also involves critique gleaned from other users during their own extensive use. Based on what I learn personally, and what is shared with me, I then re-visit the original Mission Statement, refine the design as needed, and then make the ultimate decision as to whether Product X gets added to our product line. Feedback on existing products gets run back through the Mission Statement Wringer and taken into account on the next design iterations.

Although this involved design process is not the quickest way to get ideas to customers, staying true to it allows me (and customers) to feel confident that when we offer a new product, we know that it is a proven, reliable, and useful piece of equipment that will enhance a customers outdoor experience…and through consistent customer feedback (and listening on out part!) will continue to improve in the future.

SERVICE

Our customer service is personal, direct, and honest.

We recognize that outdoor equipment is often a very personal investment to be used to pursue a lifelong dream, re-establish a long lost hobby, push personal boundaries, and ultimately to make memories…and we are flattered that you consider ULA helpful in achieving whatever goals you may have and we love to hear about what you have planned!

We are as equally inspired to provide quality service to a customer planning a 5 month thru-hike as we are to a person planning a 5 hour day-hike. We make no distinction between those that walk 5 miles in a day, or 50 miles. The point is that we relate to you in our appreciation for the outdoors, being a part of it, and doing things that put a smile on our faces as individuals and as a part of a community.

Our primary goal is to help you address and resolve your equipment needs in a reliable, accurate, and prompt manner. In doing so, your interests become our interests. This frame of mind allows us to better understand your purpose, your intended use, and your rationale of equipment decisions. From this point our shared knowledge empowers us to offer relevant advice based upon your needs, our experience, and the collective experience of our customer base.

Admittedly, sometimes that means making an attempt to talk you out of a ULA-Equipment product if our conclusion is that our products are not best suited for your intended use. It does neither one of us any good to have you use a piece of equipment that is ill-suited for your needs.

Many of our return customers contact us to get our advice about gear, planning hikes, hiking strategy, or general advice about outdoor pursuits. Those that touch base seem to appreciate that our customer service and expertise extend beyond our product line, as well as recognize that the time we take with a customer does not relate to the amount of money spent. We see our service as being a positive contribution to helping you make plans and have fun executing them.

OWNER'S MESSAGE

ULA Owner's Message

2009...half way through!

Despite the rumors of economic distress, 2009 has proven to be another great year for ULA-Equipment! Comparatively, backpacking and human powered recreation is SO inexpensive compared to the vast majority of recreation. The trail community seems to be thriving despite reports of layoffs and penny pinching. No job? Perfect time to head into the woods and appreciate your freedom!

New products and the slight tweaks we incorporated into the 2009 product line-up have gone over very well. The reports we have been receiving from users have been very positive, so the design changes have been well received...thank you for the feedback...we GREATLY appreciate it! Keep it coming.

Beside the product changes, the launch of our new website is the major accomplishment for 2009. This has been on my list for the past few years, but was always put on the backburner by other perceived priorities. Casey has been the one to make it happen by providing the help I needed elsewhere and bringing a decidedly more tech-savvy skill set and knowledge base to ULA, as well as a critical eye to simplifying and streamlining the way ULA communicates our ideas, our products, and our purpose to new and existing customers. In addition, the website integrates the 'front end' with the 'backend' which greatly reduces our paperwork inefficiencies, and insures that ULA is more organized...which means even better customer service and customer communication. I am very pleased with what we’ve accomplished. Be sure to browse around and let us know what you think.

The website is also an expression of our appreciation to our customers and the trail community as a whole. Let's face it…we are a unique bunch of folks, drawn together by a common appreciation and common purpose…we’ve tried to give all of you some much deserved props…our way of recognizing and remembering the inspiration, motivation, and a sense of purpose you’ve provided to not only ULA, but to so many people you share your experiences with along the way.

Be well, and enjoy your trail time in 2009. Thank you for making ULA a part of it...

Brian, Casey, and the ULA Staff.