Founder | Chief Shopkeeper
I started FERAL in 2016 after a long leadership career at Toys R Us. I was disenchanted by the corporate environment and how it stifled risk-taking and creativity. In many ways, FERAL became my protest against that type of work environment.
I’ve always been a big outdoor junkie, dragging people out to the trail and up the mountain. My first backpacking trip changed my life, and I want to unlock that experience for other people. I’m a trail runner first now, with our Australian Shepherd Ace dragging me along these days.
Favorite piece of gear?
I’m going to let you in on a little secret. I’m not a gear junkie. I don’t worship at the altar of all of the things FERAL sells. I’m all about the experience, not the thing. That disappoints people, especially all of the old-school outdoor industry talking heads. Tough shit. Maybe that’s part of the reason our approach is a little different.
Favorite song to play in the shop?
If I feel the mood shift in the shop, I go straight to Led Zeppelin - Ramble On every time.
When was the last time you did something for the first time?
Every day. I’m a lifelong learner. I want to know about all of the most recent discoveries in astrophysics. I love taking things apart to understand how they function. I love dissecting everything down to its constituent parts to determine how it can work better. I’m always curious about everything, so I’m always exploring new things. It’s a clinical obsession. I need help. Please send help.
Jimmy is also the Principal at Funkhouser Strategy, where he helps other retailers execute recommerce initiatives in their business. You can view that work here.