The Untold Story of PEAX: Faith, Loss, and Building a Hunting Brand from Nothing

In this episode of the Mountain Dude Podcast, we sit down with Brice Bishop and Jeff Helm of PEAX Equipment to unpack one of the most compelling brand journeys in the hunting industry today — from a single pair of trekking poles to one of the fastest-growing backcountry gear companies.

This conversation goes far beyond gear. Brice and Jeff open up about faith, family, grief, risk, entrepreneurship, innovation, and what it takes to build something that lasts. Their story is one of resilience and conviction — bootstrapping a brand without outside capital, rebuilding after personal and professional loss, and choosing to grow with purpose rather than chase shortcuts.

You’ll hear:

• How a broken Walmart trekking pole on a hunt sparked the idea that became PEAX.
• The meeting that changed everything and forced Brice to think bigger than “just selling product.”
• The role faith played through hardship, including the loss of Brice’s wife.
• How God placed the right people in their path at the right time.
• Why their enemy isn’t competition — it’s the status quo.
• The power of humility, culture, and building teams of people better than you.
• The now-viral story behind their Dumb & Dumber holiday campaign and the Cybertruck giveaway.
• Why having fun as a brand is just as important as grinding for growth.
• The challenges of rapid expansion — including adding 86 SKUs in a single year — and staying focused on what matters.

From business lessons to personal transformation, this episode offers a rare look inside a company reshaping backcountry gear — and the men leading that charge.

If you’re a hunter, builder, entrepreneur, or anyone chasing a vision you can’t shake, this one will hit home.

Listen in and climb higher with us.

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