Ducks Unlimited Podcast

JOIN US AT THE 2026 DUCKS UNLIMITED EXPO! July 31 - August 2 at the RENASANT CONVENTION CENTER in Memphis, TN 

What happens when a hunting brand focuses on people first?

In this episode of the Ducks Unlimited Podcast, host Wade Shoemaker sits down with Dennis Zuck, CEO of Chêne Gear, and Grayson Morris, Chêne’s Community Marketing Manager, for a conversation about community, innovation, conservation, and the future of waterfowl hunting.

The discussion begins with Chêne’s growth within the hunting industry and how the company has blended heritage-inspired design with modern technology to create products that resonate with hunters. But as Dennis explains, the company’s true mission extends beyond gear—it's about creating a place where people feel connected, welcomed, and valued.

Along the way, the group shares hunting stories from Arkansas and Montana, discusses memorable product-testing experiences, and reflects on the realities of duck hunting in different regions of the country. They also reveal some of their favorite pieces of Chêne gear and provide a glimpse into upcoming product development and future innovations.

The conversation also explores leadership within the hunting industry, the importance of collaboration over competition, and how brands can help create a more welcoming culture for future generations of hunters. From conservation commitments to community events and public-land stewardship, the guests emphasize that healthy hunting traditions require more than great gear—they require intentional investment in people.

This episode offers an honest look at what it means to build a brand around relationships, service, and conservation while helping shape the future of the outdoors.

Listen now: www.ducks.org/DUPodcast
Send feedback: DUPodcast@ducks.org

SPONSORS:

Bird Dog Whiskey and Cocktails:
Whether you’re winding down with your best friend, or celebrating with your favorite crew, Bird Dog brings award-winning flavor to every moment. Enjoy responsibly.

Creators and Guests

Host
Wade Shoemaker
DUPodcast Host

What is Ducks Unlimited Podcast?

Ducks Unlimited Podcast is a constant discussion of all things waterfowl; from in-depth hunting tips and tactics, to waterfowl biology, research, science, and habitat updates. The DU Podcast is the go-to resource for waterfowl hunters and conservationists. Ducks Unlimited is the world's leader in wetlands conservation.

Wade Shoemaker:

I'm glad you brought that up.

Wade Shoemaker:

There's lot of hole. We people people have used A lot of buddy lot of buddy heaters.

Wade Shoemaker:

I promise. I've seen jackets melted just from a, like, a motor muffler exhaust like that.

Dennis Zook:

He'll look you bold in the face and tell you that. I put my hand my feet up on it, and he said, could you feel it was melting?

Wade Shoemaker:

Yep. Yep.

VO 1:

The following episode of the DU podcast features a video component. For the full experience, visit the Ducks Unlimited channel on YouTube. Subscribe and enjoy.

VO:

You're tuned in to the Ducks Unlimited Podcast. Conserving wetlands, restoring habitat, and working to fill the skies with waterfowl today, tomorrow, and forever. From field tested insights to the biggest conservation wins across North America, this is your front row seat to wetlands conservation in action. The DU Podcast is proudly sponsored by Bird Dog Whiskey and Cocktails. Whether you're wrapping up a hunt with your best friend or kicking back with your crew, Bird Dog brings award winning flavor to every moment. Enjoy responsibly.

Wade Shoemaker:

Hey, folks. Welcome to the Ducks Unlimited Podcast. I am Wade Shoemaker, and to my left, I have some Chene Gear folks here. We've got Dennis Zook, like the book. We've got Grayson Morris, very cool guys, pals of the industry, pals in real life.

Wade Shoemaker:

Thanks for hanging out. I'll go and get started if y'all are good with that. Yeah. Absolutely, man. The brand itself, I just wanna jump in, man.

Wade Shoemaker:

There's some incredible motion around it. I think within it and around it, I think of any brand that's in the space right now. Right? And I love to see it. I think that energy is necessary.

Wade Shoemaker:

I think there's a thing that's a lot of people get caught up and get stagnant, and I love to see something fresh get injected. I love I love how you guys come in and you have this this nostalgic feel with the wax canvas that, you know, like like the Jack shirt and all this good stuff that's been out, and I love that. But what I think I like about it the most is the new side that you put into it, the technologies that go into it. You've merged these worlds that that are that are legacy and nostalgia and progress and brought them together, and I think that's something that hasn't been done, and you guys have crushed it. I love it.

Wade Shoemaker:

I just want you to know, from my perspective, you guys are crushing it, and I think a lot of people would agree. Grayson, you've been with Chene Gear for how long?

Greyson Morris:

Almost three years. Going on three years. Three years. Very cool. Which yeah.

Greyson Morris:

It seems like not that long at all.

Wade Shoemaker:

When you're moving that fast, dude. And Grayson, you what do you do at Chene gear?

Greyson Morris:

Yeah. So I have the privilege of being the community marketing manager at So my day to day, we'll get into it a little bit more, but it is it is being the representative and the friend and the person that that the industry needs at Chene, and I get the privilege of frontward facing for Chene in the outdoor industry and the relationship side of things. And, obviously, I'm not the only person that does this.

Wade Shoemaker:

Yeah. No. Those are

Greyson Morris:

Powell people. I'm one of many at But day to day is, you know, managing gods and outfitters Yeah. Brand to brand relationships along with dentists and doing ambassadors, influencers, everything like that. So it's a it's a crazy world,

Wade Shoemaker:

but it been a lot

Greyson Morris:

of fun and growing really rapidly. And like I said, man, I half the time, I feel like I don't know what I'm doing.

Wade Shoemaker:

Yeah. Well, good. That means you're probably

Greyson Morris:

the right guy for the job. But it's man, I've I've gotten, you know, relationships that they're gonna last me a lifetime.

Wade Shoemaker:

Love you.

Greyson Morris:

And it's it's not not myself in any way. It's it's the people around me, and, it's been a blessing to

Wade Shoemaker:

be a part of this team. That's sick. I love to hear that. There's the cool thing about this is if you're familiar with the brand, you've probably seen gracing around and and doing the things of every all the things that everywhere everywhere they're at. But the thing that the next person I wanna introduce you to, you may you may or may not have seen him because he's been behind the scenes, but Dennis Zook plays a large role in this company.

Wade Shoemaker:

Dennis is the CEO of the brand, and I think it's a very cool thing. I've had several conversations away from this, and I love his heart and his vision behind everything. Dennis, will you tell us a little bit about what you've got going on?

Dennis Zook:

Yeah. I mean, absolutely. What I got going on is a blessing.

Wade Shoemaker:

I'll start

Dennis Zook:

with that, right?

Wade Shoemaker:

Love it.

Dennis Zook:

Because I, you know, I didn't really see this all coming, to be honest. I think, you know, I've gotten to meet a lot of amazing people here at Chene, and, you know, you know, and, what I've really come to realize is what this brand hit, it hit the cord that it hit for people, you know, and I, you know, I've been in the outdoor industry quite a long time and, you know, there's, you know, people buy products and they, you know, they there's different things that you're really attracted to or the people and the brand, and it's all really important. But, you know, Chene, I think they hit on something a little different. I think they hit on that, you said it with that nostalgia, like they paid homage to that past, they didn't forget the future, and I think they, the top of the line, what we're trying to do in that vision is just be home, you know, be a place people can go. We've literally trademarked the word Chene-dig we want to have that, right?

Dennis Zook:

We want to be a place that we can build a community with, and that's why the Graysons that are sitting here in the world are so important to the company because they help make sure that we prioritize people above profits or anything else.

Wade Shoemaker:

Yeah. That's sick. I I love that, man. I I love the the Chene-dig. I remember the email I got the first time.

Wade Shoemaker:

I got an email about it, and it was I can't remember the first one you guys had, but either way, I got the email and I read

Wade Shoemaker:

Chene-dig, I was like, dude, that's that's witty. Like, I I love it. That's a thing. I'm gonna

Greyson Morris:

be honest. When I saw that, and, you know, we were sitting in marketing meetings, and Dennis was in there, like, Chene-dig. Like, okay. That's pretty cool, you know? Yeah.

Greyson Morris:

And it started I see it in emails and emails and emails because we we we like to Chene we have a lot of Chene-digs

Wade Shoemaker:

Yeah. Which is great. Yeah.

Greyson Morris:

You do. And Dennis is like, yeah. We actually I think we have that trademark now.

Wade Shoemaker:

Seriously? Like, you so you could actually do it.

Dennis Zook:

Oh, I wasn't kidding. No.

Wade Shoemaker:

I was dead serious.

Dennis Zook:

We weren't trademarked that thing.

Wade Shoemaker:

Yeah. I'm like, oh,

Greyson Morris:

well, sweet. That's pretty cool. Yeah. That's cool.

Dennis Zook:

That's right.

Wade Shoemaker:

That's cool. Well, dude, like, I mean, the last few years have probably been somewhat of a, like, obviously blur, but very strategic blur. You've run and by this honestly, I feel like there's a lot of things that you just had to figure out on the fly. Right? But but in all that, you guys are still in the field, you're still hunting, you're still doing your thing, and and I know last year, we were able to actually get together for a day Yeah.

Wade Shoemaker:

And and we got to hang out and and hunt it at our pal TJ's place, and we've been trying to get together for a couple of years at that point, and it finally worked. He's like, got one day, and this is why I like, well, good. Perfect. I'm in town.

Greyson Morris:

You know?

Wade Shoemaker:

And that was the second split opener. You and you guys had a shindig at the stores, which was very cool. And and, man, I mean, Grace and I, I don't know what you remember about that hunt other than there's a lot of photos being taken and a lot of ducks that got shot. But that was one of the cooler things because there wasn't a lot of water around. Yep.

Wade Shoemaker:

We were able to go somewhere and hang out and actually go shoot or go hunt hunt and shoot some ducks, leaned up against some trees. And and, honestly, a pretty crazy experience was shooting some ringnecks that come in at mock Jesus. Yeah. I mean, we've had it was ridiculous, dude.

Greyson Morris:

It was probably the the highlight of that for sure.

Wade Shoemaker:

I loved it. Everybody got fired up. I mean, everybody's always mallards, and that's what you're there for. But these these the butter balls, whatever you wanna call them, dude, they came in, and we

Greyson Morris:

were more excited about that than anything. Made the hunt. I mean,

Wade Shoemaker:

it was

Greyson Morris:

getting it was that afternoon, you know, or not the afternoon, but it was getting later in the morning. Yeah. Was like, man, it's getting a little slow. We're about to get out hunting. Nearly come.

Wade Shoemaker:

Nearly come, dude. And maybe it was more than one group. It it it was it was it was pretty fun, man.

Greyson Morris:

Man, that was and that's something that stood out to me about that, man. It's like you said, we've been trying to get together for years. Mhmm. You know, I get the privilege of hunting with TJ, good friend of all you know, the brand. I mean, he's a good friend of the industry.

Greyson Morris:

Right? Who doesn't like TJ?

Wade Shoemaker:

He's been around, dude.

Greyson Morris:

And, you know, we were like, this this is gonna work. We're gonna get to hunt together. And I think the thing that stood out to me, obviously, James was there from Chene. Yeah. Yeah.

Greyson Morris:

Zambetti. Zambetti.

Wade Shoemaker:

So Betty. Golly. I'm getting all these corrections. Okay.

Greyson Morris:

Got you, James. Don't worry.

Wade Shoemaker:

Sorry, dude.

Greyson Morris:

No. But, you know and you got to see some new product coming out down the line, which

Wade Shoemaker:

I wasn't gonna say anything out loud. Got to

Greyson Morris:

see some. Alright.

Wade Shoemaker:

I did.

Greyson Morris:

No, it was it was really cool. It's it was a kind of a combining of a lot of different worlds, you know Yeah. Which that's one one of the coolest parts that we always talk about with communities. We had just the paths that cross and the opportunities that are presented itself is I think that was just the people on that hunt was what stood out to me the most. It was obviously a great hunt.

Wade Shoemaker:

Yeah. No. It was a good time. Do you do you remember walking out? Because, I mean, the whole the whole process, the experience was cool, riding the side by side on a levee, pushing a boat off the bank, floating the boat all the way through, and then on the way out, same deal, just backwards.

Wade Shoemaker:

But do you remember about half of the hunt, or maybe it was early, I don't remember now, but there was a dead buzzard Yes. In the water. Yes. Like, we really and there's, like, three or

Greyson Morris:

four more, like, sitting up above.

Wade Shoemaker:

And we didn't know what was going on. We just really made a joke about TJ. It's like, hey, man. Are you outlawing? You know?

Wade Shoemaker:

Like, there's a buzzard floating in the air, and he's like, what? What are you talking about? And, anyway, he didn't have a clue it was there. So we hunted, and then on the way out, there's another one in the tree alive, and then we walked by, and he just gives us this, like, karate kid thing, and and then he just falls out of the tree. And then it do you remember that?

Wade Shoemaker:

Like, am I I didn't dream that, did

Greyson Morris:

I? No. That happened.

Wade Shoemaker:

Okay. So it scared me.

Greyson Morris:

I mean, Mallard's still finished with the buzzard just

Wade Shoemaker:

a tree.

Greyson Morris:

But it scared

Wade Shoemaker:

but it scared me. Like, I didn't know, and the dude failed, and we walked by. And anyway, what I'm getting at is the the crazy part about that, that was all from, like, the avian stuff. Like, that was all from those buzzers who go eat a snow goose and all this other stuff, and it was it was a thing, and, you know, that I don't know. It's just a wild thing, and that was one of the things that stuck out to me other than the obvious fun we had was that.

Wade Shoemaker:

Right.

Greyson Morris:

Yeah. Like Yeah. Just like you said, the avian flu, we could go into that forever.

Wade Shoemaker:

Oh, We're not yeah.

Greyson Morris:

It's I mean, it affects more than just snow geese and, you know Yeah. It affects any kind of foul. All of the world. You know? It's a crazy thing as well.

Wade Shoemaker:

Just didn't know it transferred like that. Like, just to be honest.

Greyson Morris:

I'm I'm in I mean, you're very transparent. You watched it in plain sight.

Wade Shoemaker:

I saw it. A done deal. You know? So, I mean, we we got to do that, and then, you know, we've got some things coming up as far as, season. Dennis, I didn't I didn't get the opportunity to, like, hang out and hunt with you last year, but but I do know you had some pretty pretty good ones Oh, I did.

Wade Shoemaker:

That you ended up having. I did. What I wanna ask you about is with those things, and then what you know is coming down the pipe, in internally with the company, but on in in the season. How do you feel after last year going into this year? Like, how do you feel about what's coming?

Wade Shoemaker:

The duck season.

Dennis Zook:

Well, the duck season, mean, like, boy, I could go what's coming in a

Wade Shoemaker:

whole season away. Yeah. Which season

Greyson Morris:

are we talking about?

Dennis Zook:

I mean, no, I mean, we it's you know, here, you know, we're blessed. We have a, you know, a few owners, we have some amazing farms. These guys have been spending a lot of time on it. There's, you know, there's just, you this is gonna be a good duck season across the board, right? Is water gonna be there, all that stuff?

Dennis Zook:

But these guys have done so much preparation and stuff on their places. I mean, they they literally are year round on it. Yeah. And I just know it's it's gonna be a banger year. Yeah.

Dennis Zook:

You know, it's a you can't help but be excited.

Wade Shoemaker:

No. Are you gonna spend most of your time in in that area, or are you gonna try to travel and go anywhere else?

Dennis Zook:

I'll probably spend most of my time in that area. You know, I do get out and hunt more than a lot of folks.

Wade Shoemaker:

Sure.

Dennis Zook:

You know, it's also like, it's the thrill of our season. It's like, gotta, you know, sometimes you gotta love duck hunting, and sometimes you just gotta love being there for the duck hunter.

Greyson Morris:

That's a fact.

Dennis Zook:

You know, so there's a little bit of that for us that I just I'm like, man, I'd love to, but probably a few trips here, maybe a few trips out to Montana.

Wade Shoemaker:

Used to

Dennis Zook:

go out a few times. You know? Yeah.

Wade Shoemaker:

Did you hunt Montana last year?

Dennis Zook:

Not last Not last Yeah. Like, and Montana is where I mean, I I moved here from Montana

Wade Shoemaker:

and Yeah.

Dennis Zook:

Hunted with Josh Smith and stuff. Okay. Bunch of

Wade Shoemaker:

stuff out there. Yeah.

Dennis Zook:

That's just a whole another game, man. I mean, it's just you you you hope you don't your diet your dog doesn't die, you know, going out in those, like, rivers and stuff. But, you know, it's like the hidden gem of the goose hunting world too.

Wade Shoemaker:

But Yeah.

Dennis Zook:

I'll try to get out there. I'm gonna try to get out there.

Greyson Morris:

Very cool. If Dennis isn't at the office one morning during duck season, I kinda know where

Wade Shoemaker:

Do you know what's going on? He's doing the thing. We're gonna sit there in four days, bro. What's going on?

Greyson Morris:

I'll be like, yeah. I know where Dennis

Dennis Zook:

is. That's right.

Greyson Morris:

Yeah. That's cool. I

Wade Shoemaker:

asked that because I know last year I actually was able to hunt open a weekend in in Montana last year, and it was not where we were at was not great, but, like, it was a great time. Don't get me wrong, but the general consensus from the people I was talking to through that, that live over in that area was really and truly, man, they didn't really get into them until after, like, late mid December.

Dennis Zook:

Yeah. And that's always the case out there. Right? Because you're you're the end of that season. Right?

Dennis Zook:

So it's kinda, is the season gonna close-up on you or the birds gonna come in Right. Yep. Is the water gonna lock up on you? And it's just that that battle. But when it's right Mhmm.

Dennis Zook:

It it it really doesn't get much better. Mean, people don't think that way, but, it's like that Prairie Prothole region. Montana's got that too. Yeah. You know?

Dennis Zook:

But but you gotta time it right, you just you just never know. A crap

Greyson Morris:

Don't tell them everything.

Wade Shoemaker:

Yeah.

Dennis Zook:

Right. I didn't give zip codes or nothing.

Wade Shoemaker:

No. But I also heard when it is good and and it's right, like, the best time of it, it's humans really don't want to be in it. Oh. You know, like, it's not fun.

Dennis Zook:

Yeah. Mean, it's Well, hey, I make apparel for a living. Right? I'm gonna tell you, if it's not funny, you just didn't buy the right gear.

Greyson Morris:

That's right.

Dennis Zook:

That's right. That's an ad. Right? There we go. You know, you can make anything fun if you know how to prepare for it.

Dennis Zook:

But but the truth is it is hard. It's hard on your dogs. It's hard on your gear. It's hard on everything.

Wade Shoemaker:

That's cool. Different world. I love hearing that. And and, man, you talk to a lot of people, but sometimes you don't get to talk to people that actually experience it and live it and do it, and and I love hearing answers from people that actually are in that. Right?

Wade Shoemaker:

Let me move on, man. I I got a question I wanna ask each of you separately. Same question, but with everything you got going on, all the SKUs you've got, all the all the gear you wear, like, what and Dennis, since we're with you, I want to stick with you. What's your favorite piece that comes out of the closet?

Dennis Zook:

Yeah. You know, I think for me, you know, our Flyway, the Flyway jacket is, it it's a great piece. You can almost do anything with it. Yeah. And like I said, this is on promo.

Dennis Zook:

I like it because of that reason. Like, can use it anytime, do anything with it.

Greyson Morris:

Yeah.

Dennis Zook:

And, you know, I'd without fail to say our waiter because our waiter is, you know, and anybody who knows me knows I've probably wore every premium thing you can possibly wear and been involved in creating half of it. Yeah. But like, like, it's where, like, this is gonna sound weird, but it's like the sweatpants of, like, waiters. Right? It's just the most comfortable thing.

Dennis Zook:

Right? Right. So I think those two are are probably my favorites, you know, and if you go to the spring side, like, our vest, like, know that the turkey vest made a big splash this year, but that thing is just, like, you know, the seats well thought out, you know, the the design team we have that worked on that are just so ate up with the details. It's just it's just like a marble.

Wade Shoemaker:

Yeah. You

Dennis Zook:

know? If you like design. If you like design and quality stuff.

Wade Shoemaker:

Yeah. It's different because I know how the seat comes out, and it's it's Yeah. It tracked me back first because that retractable thing, like, was like, wait a minute. What is this thing in this pocket?

Wade Shoemaker:

And then

Wade Shoemaker:

I was like, oh, this this is why. We've had

Greyson Morris:

some customers that are like, what is this retractable thing? We're like, just use the seat. No. I'm like, oh, are you tracking out?

Wade Shoemaker:

Oh, yeah.

Wade Shoemaker:

And you're like, no.

Greyson Morris:

But I was like, are you

Wade Shoemaker:

tracking me, bro? Like, what are you doing?

Greyson Morris:

Oh, yeah.

Wade Shoemaker:

That's cool. Yeah.

Greyson Morris:

It's funny, man. We had we had some people that are like, are y'all tracking us? Like, no.

Wade Shoemaker:

It looked like it like a

Greyson Morris:

like a Yeah. We are.

Wade Shoemaker:

Apple tracker when you it looked like I was like, bro, you ain't getting my pens, you know. Yeah. Welcome to the Old Timer Minute, sponsored by Old Timer Knives. And speaking of waders, I remember the first pair of waders that I ever owned. We were my pet dog took me on a hunt with him in Northeast Louisiana and we stopped on the way to get a pair of pro line hip boots.

Wade Shoemaker:

It was it was wild. Never seen them before. It was very cool. Went all the way to camp, slept on the floor, and the next morning we got in on this full wheeler, it was a 1999 Honda Rancher with the mitts that are stationary, so it worked out. Anyway, rode around and the only way we could we could handle it was because of the heat from slowing down, you know.

Wade Shoemaker:

Made it all the way over there, got to the rice field, walking over rode up rice, like rode up rice in hip boots for the first time with ice on there. Of course, I fell in, got all the way to the blind, and realized we didn't really know what we were doing because the people were shooting ducks around us, we weren't. Shot one mallard the whole time. Pep ball swore it was mine. I knew it wasn't.

Wade Shoemaker:

That that's your Old Timer minute brought to you by Old Timer Built for Generations. Visit the oldtimer.com. Grayson, what's yours, man? What you got?

Greyson Morris:

Man, I'm I'm kinda right there with Dennis as well. Obviously, the waiter. Right? It's a staple. I love I love the waiter.

Greyson Morris:

Everyone I think that has wore the waiter loves the waiter. I can't speak to too much, but some of the new stuff coming out this year is Will be your favorite.

Dennis Zook:

That's

Greyson Morris:

right. Is Okay. It's there. Okay. It's it's and it's say a little bit, it's, you know, some heritage pieces Sure.

Greyson Morris:

That we that we, James, and the product team have really thought out. Yeah. It's something that definitely need to be added to the line.

Wade Shoemaker:

Love that.

Greyson Morris:

There's a vest that I really like

Wade Shoemaker:

Okay.

Greyson Morris:

Coming. So I I won't say any more than that, but a heritage vest style. Yeah. I'm a big vest guy. Yeah.

Greyson Morris:

And then also the turkey vest. Love I I got to spend probably fifty days Oh. This spring Yeah. With all different kinds of people from all different parts of the world.

Wade Shoemaker:

That's cool.

Greyson Morris:

That turkey vest, wearing it every single day

Wade Shoemaker:

Yeah.

Greyson Morris:

Never failed. Never failed.

Wade Shoemaker:

Once Love

Greyson Morris:

again, not a not a promo at all, but it's truly probably the best turkey vest I've ever worn.

Wade Shoemaker:

I love that.

Greyson Morris:

It's it's great, man. Product team crushed it, like Dennis said, and super well thought out. I mean, I I I'd say that's for every product we have. They they crush it. Yeah.

Greyson Morris:

It's cool to it's cool

Wade Shoemaker:

to see a lot

Greyson Morris:

of the line expansions and full circle just products that we're having come along now too as as the brand grows, which has been a lot of fun to see and be a small part of in

Wade Shoemaker:

the field. So Yeah. I love that. I love how proud of you are the pieces, but more so, like, you're like, man, these people that put their work and blood and sweat and tears into it, this is this is what did it, you know? Absolutely.

Wade Shoemaker:

Cool That's to me to hear. Moving on, man. I wanna talk about gear for sure, but I wanna I wanna kinda get into, like, the wildest things. You know, you got, like, those are these crazy warranty claims, these these wild, thrown off a cliff, still work kind of thing for whatever. Grayson, you got warranty claims, you've got whatever.

Wade Shoemaker:

Like, what's your wildest performance brag on a piece of clothing?

Greyson Morris:

Man, we've got we've had some wild warranty claims. Yeah. I mean, some stuff doesn't like, you can't technically claim it under warranty because Yeah.

Wade Shoemaker:

I I I hear what in the world too. Like, shark like, a shark bit you or something. You know? Right.

Greyson Morris:

Whatever. People, you know, oh, well, sat sat too close to this buddy heater. Oh, boy. Okay.

Wade Shoemaker:

Well

Dennis Zook:

That's a big

Greyson Morris:

one. Massive hole. Right. We're gonna do everything we care to repair this. Like, if we've got a patch big enough for it, we'll we'll we'll do it.

Greyson Morris:

Yeah. The repair team will knock it out, and it'll be great. I have seen a waiter at a a guy this is kind of a serious moment, but a guy got shot across

Wade Shoemaker:

a hole.

Greyson Morris:

And I don't know if you remember that, but there was a waiter back there with, like, 20, you know, b b holes in it. And obviously, they're they're not big holes, like, can easily catch

Wade Shoemaker:

me and stuff.

Greyson Morris:

But you look at this waiter, you're like, this guy just

Wade Shoemaker:

got shot. Did he

Greyson Morris:

get shot? Yeah. They're like, oh, yeah.

Wade Shoemaker:

No. He did.

Greyson Morris:

You know? It's like, no. He did. Like, oh my gosh. Well, first of all, like, you know, is he okay?

Greyson Morris:

And then the guy the customer that it was his waiter, he's like, no. I'm all good. You know? This was, like, freak accident. Like, it was a ways away, but I'm like, wow.

Greyson Morris:

Like Yeah. That legit happened, you know, which you could talk about safety and everything like that, especially hunting Arkansas for forever,

Wade Shoemaker:

but Yeah.

Greyson Morris:

That's a legit thing. That's kinda scary. Like, a 100% happened.

Wade Shoemaker:

That's real life, but it's it's, I don't know, I hate to hear about it. That's wild.

Greyson Morris:

No. I know. It it was crazy. I just remember seeing that waiter come in. I'm like, I didn't think I'd see one of these.

Greyson Morris:

Yeah. Yeah. But you

Wade Shoemaker:

walk into a cactus bush Crazy. Or

Greyson Morris:

Crazy. Holy. We get we get some crazy stuff, though.

Dennis Zook:

Oh, man.

Wade Shoemaker:

About Yeah. Then have you ever come into contact with anything like that?

Dennis Zook:

Well, you know, actually, is a that's a little bit of a story, and it's it's different, but it does involve the the waiter and and dealing with the waiter business. Right? So, you know, don't I know if everybody knows this, so we got giant weight repair team and, you know, we, you know, we just want to make sure everything, we keep it right. There's sometimes though that, like, we we it's just an unfixable thing, right? We give you a new one.

Dennis Zook:

Well, when we do some of that, we've decided, like, we don't wanna just throw all these things away. So we have this really nice lady, her name is Miss Ketty. Yeah. And Miss Ketty, you know, she'll sit and she'll make all these special things out of stuff, right? And we've kinda we've kinda called it the kettie shop.

Dennis Zook:

And here's where it gets interesting. So one of the one of the things that she made is we make this kind of tote bag, the kettie bag, I think, is what people call it. Hopefully, there'll be more bags, but what's the same for the sake of this is a kettie bag. This last FilmFest, she would we we we don't have a lot of them, but we'll sell what we can when we can, so we had them out there and we're selling them. And this guy comes up to Carter Oliver.

Dennis Zook:

Anybody knows Carter Oliver? He says,

Wade Shoemaker:

oh, okay. I remember oh, yes. Oh, this is the coolest

Dennis Zook:

thing, man. Like, if they're in a godwink in this,

Greyson Morris:

I don't know what it is.

Dennis Zook:

Love this. So he comes up to Carter, you know, we do sell enough waiters that this gets really crazy that this could happen. And so he comes up to Carter, he goes, man, you remember me? You know, I back when you were slinging waiters out of the back of your truck, you know, I bought one of your first waiters from you. And he's like, yeah, I kinda do.

Dennis Zook:

And he goes, well, I just have to tell you. He said, I'm just floored. And he said, why? Why are you floored? He said, well, I went over there and I bought one of those caddy bags, I got one.

Dennis Zook:

And he said, When I I'm looking at it, and he said, You know, I always put a mark in the top of my waiter, and he said, It had that mark. And so he looked around and it had his initials. So this guy came back and literally bought his old waiter upcycled Had no idea. From us. Had no idea.

Dennis Zook:

And, like, people use them, you know, older waiters, like, it's you know, we had that movie Godwink. That's like on those Godwinks. Yeah. There's no statistic in the world that says that that should ever happen to anybody. No.

Dennis Zook:

It's because

Greyson Morris:

we were just were getting them off the shelf and, like, handing them as people came up.

Dennis Zook:

Oh, totally random.

Greyson Morris:

What are the odds?

Dennis Zook:

Yeah. But just just like that, it's just like, hey, are you guys doing the right thing? Somebody thinks we are because this is pretty cool.

Wade Shoemaker:

That's cool. I remember that, dude. I was there because I remember Carter running around, like, just, oh my god. You won't believe this. You know?

Wade Shoemaker:

And I'm like, well, what just happened? You know, chaos, dude. Like, I was and he was like, this is and he told the story.

Dennis Zook:

Oh, he's like, he's like, it brought a tear to my eye.

Wade Shoemaker:

I know. He a big man. He was emotional, man. He really was. I love

Dennis Zook:

that. Yeah.

Greyson Morris:

So cool. That's that is freaking crazy, man. But, yeah, well, I'd say it's something else with the, you know, Katie's Katie's bag and Katie's shop. And the cool thing about, I would say, just the warranty department is our loaner program Mhmm. That we've implemented.

Greyson Morris:

Dennis, when he got here, I remember him walking in and saying, like, we've we've gotta figure out a way to to provide a loaner program to To fill the gap. To fill the gap.

Dennis Zook:

Yeah. We don't want anybody miss a hunt. Yeah.

Greyson Morris:

Right. There's a there's a gap. Like, that's not offered out there in the hunting industry at least, you know. And and so part of, you know, taking an upcycled waker wader or just anywhere we can have a product that can be used still in the field, we're we're gonna utilize it Yeah. Which is really cool.

Greyson Morris:

And people come in with a, you know, tear, pinhole, anything in their waders. Well, you only got sixty days to hunt. Right?

Wade Shoemaker:

That's

Greyson Morris:

it. Most people don't have that.

Wade Shoemaker:

No. Most people got eight. Correct.

Greyson Morris:

Yeah. And if you're guiding, you may have sixty, which is another, you know, big focus for us. Right? But it's it's providing a service to get people in the field every day that they can hunt. Yeah.

Greyson Morris:

And that's something that Dennis has stressed over and over again. What makes our repair and and warranty that comes with the waiter. You're not you're not buying the waiter, you're buying every you're buying a warranty with it, and you're buying a company that cares for it

Wade Shoemaker:

Yeah.

Greyson Morris:

Which is cool.

Wade Shoemaker:

I love that. That's good, guys. I appreciate that. And I didn't know the the teddy bag story. Like, I remember hearing it, dude, when you as soon as you heard the story, this is this is good.

Dennis Zook:

I could tell you about a hole in a waiter, but this teddy bag story is way better.

Wade Shoemaker:

That's way better, dude. I'm I'm glad you brought that up. There's a

Greyson Morris:

lot of hole.

Wade Shoemaker:

People abuse Lot of buddy lot of buddy heaters.

Wade Shoemaker:

I promise. I've seen jackets melted just from a, like, motor muffler or exhaust Like,

Dennis Zook:

don't look you bold in the face and tell you, like, I put my hand my feet up on it, and you say, could you feel it was melting? Yep.

Wade Shoemaker:

Yep. And and and you're Those are the guys you wanna take care

Dennis Zook:

of, though. And we still fix it.

Greyson Morris:

Alright. Yeah. You're like, at least you told me.

Wade Shoemaker:

Oh, I love you. Be truthful, dude. We'll take care of you. Yep. Golly.

Wade Shoemaker:

Well, look. Zook, like, you and I have chatted a few times off the record on some things, and I think on those things, we share a lot of the same values and kind of ideas, I guess, or ideologies. I don't know what the right word here would be, and it really all boils down to, like, everything that we do, we want everybody to win. You know, we were talking before this podcast that rising ties lift all ships. Right?

Wade Shoemaker:

How how does an approach like that, how does that add to the successes where you're at? And before you start, like, this is obviously speaking, like, specifically of the current, like, at Shen, but also, like, how does that implemented through other like, how can other people implement something like that? Like, understanding that everybody's success around you is gonna elevate you as well?

Dennis Zook:

Yeah. You know, this might be one of my favorite topics, and I wish we had more time, and so I will try to keep it Yeah. You know, a little bit under wraps. But, you know, like I said, I've been in this industry for over twenty years. I've been in YETI, Sitka, Gore Tex.

Dennis Zook:

I've been all over the place. And in that, you know, I've had the pleasure to work with just just a lot of people who are influential and just kind of how this has all come together. Yeah. And the funny thing is, is I I I walk around and I still see those same faces and I see them in different brands, and I don't see them as a competitor. They don't see me as one.

Dennis Zook:

Don't think.

Dennis Zook:

Maybe they do. Yeah. They're not being all that honest. But, you know, yeah, we all know that, you know, we're all trying to push something or sell something or just we have a cause or purpose, something we're trying to lift. What you asked about the accumulation side of that, and what I've seen, I think, you know, early on there was this, like, let's change an industry mentality of a handful of people.

Dennis Zook:

And getting to watch that kind of play its way through through the years is, you know, the truth is is it did. And those same people, whether they're running a stone glacier, they're over at Drake doing something, they're with Chene, like, those same people still do feel that way, and I don't know if people know that. Right? And so now you have an industry that is trying to get back, you know, or trying to do something a little different, or wants to build a culture inside, so like that next generation will be there. And this it's not necessarily it's like it's like a pay it forward.

Wade Shoemaker:

Mhmm.

Greyson Morris:

Mhmm. Yeah. That's good.

Dennis Zook:

But, you know, the truth is is I have watched it play out, and it and it does. Yeah. Certainly, makes for better gear, but it makes for better education. Right? So people people are more enlightened, people know more things.

Dennis Zook:

It makes it makes it more more welcoming, you know, more people are willing to come in, more people are teaching them and and willing to put them out there. It's not, you know, it's not a good old boys or, you know, you know, club only kind of idea. It's maybe there was a time or there's a perception or that was one person's experience, but the truth is is the broader hole is not like that. No. Like, they genuinely just like, especially in waterfowl.

Dennis Zook:

Like, especially water like, they want nothing more to throw another guy in the blind just to, you know, chat it up, have a good time, and and tell stories,

Greyson Morris:

you know.

Wade Shoemaker:

No. That's good. I'm glad you brought up the welcoming thing because when as you were going through it, my the idea for me was, like, do you think it makes people more approachable or brands more approachable because they're so, like, open to that, you know? And I'm I'm just glad you brought it up because I was thinking it, and that that's great, man. I appreciate that.

Wade Shoemaker:

I know that's not like a normal question on stuff, but I I think it's important for a lot of people to understand that most of us do want that. Yeah. You know, like, we do want those things to happen, it's not like us versus them or red versus blue or whatever. Like, it's it really is a team effort all across the board.

Dennis Zook:

Yeah. That's right. And, like, you know, like, not to promote this, but, like, we're doing the Shen Fest this year. We've you know, not to let the cat out the bag, but we're gonna make sure people, general missions, they can just come in. Like, we're not you know, we we decided it's more important to have everybody there and not worry about, can I do it?

Dennis Zook:

Yeah. And just bring people together.

Greyson Morris:

Yeah. That's cool. I mean, the end of the day, obviously, you know, that's installed in every employee of Shen Yeah. Dennis, and really our our founders. Mhmm.

Dennis Zook:

I mean, that Heavily with the founders. Yeah.

Wade Shoemaker:

Yeah. I remember

Greyson Morris:

you telling me about that conversation. They're like, we we don't want people to have to, like, pay to come to CheneFest, or we don't want, you know, this, that, and other. Like, we want everyone to be welcome at the end the day, which is

Dennis Zook:

And he's been an option for that, for everybody. A 100%.

Wade Shoemaker:

Yeah. No. I like that. That's allowed access into your inner I mean, into your inner I would say inner circle, but it is. I mean, that's your that's the heart and soul of you guys.

Wade Shoemaker:

That's the core.

Dennis Zook:

Yeah. Can walk in and experience the waterfowl culture. Yeah. It's getting ready to kick off. People are celebrating, watching movies, having a good time.

Wade Shoemaker:

Yeah.

Dennis Zook:

It's everything it's meant to be.

Wade Shoemaker:

Yeah. I love that, man. I didn't and I didn't know that. Maybe I did, but I

Dennis Zook:

But we haven't really talked about it. This is probably the first time that's really come out, but there's no reason to not talk about it because that's that's what we're gonna do, you know?

Wade Shoemaker:

Yeah. Well, there there you go. So it's

Dennis Zook:

more important

Wade Shoemaker:

for for

Greyson Morris:

you it's more important for us to have you there than it is for you to pay a small fee to come in.

Wade Shoemaker:

I love that. I love think that's everything that is great about what's going on right here right now. I love that. Grayson, I I got something here for you for a good move on. Zuk Zuk, thank you.

Wade Shoemaker:

That's that's what I wanted. I was gonna have you get on that team. Brand, but you could Oh, yeah. Be there forever. Dude, it's it's one of my favorite.

Wade Shoemaker:

We'll bring it back up. Just hold on. We we can get

Greyson Morris:

to that.

Wade Shoemaker:

We can come back up. We can do that. Hold on.

Dennis Zook:

That down.

Greyson Morris:

I was waiting on love that topic.

Wade Shoemaker:

Yeah. No. We'll get off we'll end up having to do some kind of other, like, an episode too if we get off on that thick, like I'm telling you. But let's move to this. Grayson, like,

Greyson Morris:

Hey, man.

Wade Shoemaker:

You and I have had a lot of conversations too on the same type subject, and and honestly, I don't think we found many that we just all the way disagree on. Right? Think we've got different angles and things like that, but we don't really disagree on a bunch. And you you're literally, like, mentioned earlier, like, you're the boots on the ground guy that's out there and helping carry out, like, what whatever Dennis' vision and message is Right. From Shen to the people.

Wade Shoemaker:

Right? What's your perspective of that from, like, from the trenches? Like, and I say trenches, maybe that's not the right word, but it is. It is the trenches. How do you pull that off as a guy that's out there with people that some people that think, like, this is this is a competition and this is that, and you're going in without, like, being like, hey, no, dude.

Wade Shoemaker:

Like, we are the same Right. And on the same team.

Greyson Morris:

Yeah. I mean, I think something I learned from from Dennis when he first got here is, you know, your relationship and the brand's relationship with someone Yeah. It it doesn't have to revolve around, basically, you know, you work for so and so Yeah. I work for so and so. It's we want a personal relationship and personal connection to be also a a brand connection and personal, you know, relationship.

Greyson Morris:

That's that's what drives everything that we do at Chene, not not necessarily my job. Yeah. My job is a small part of a big hole. It's it's relationships are are everything. Yeah.

Greyson Morris:

Right? And if I go on a hunt with, you know, you name it. Right? Yeah. Yeah.

Greyson Morris:

I'm not looking at who you're working for Mhmm. What you're doing Yeah. What you're wearing. Yeah. That's a big one that people get caught up Yeah.

Greyson Morris:

Bad. Bad. It's a, man, how can how can I be a relationship to you at the end of the day? Yeah. Right?

Greyson Morris:

And and how can I put Shen at the forefront of that is, hey, we we're open arms to everyone? Right? It's it's something that, you know, we've talked about the hunting industry is is it's it's lost in in the past couple years. Not lost, but it's it's it's become a big competition. Right?

Greyson Morris:

Yeah. I think Dennis said it best is when it you know, come back around everything. Right? Like, Shen is here to be there for anyone and everyone. Mhmm.

Greyson Morris:

Right? We're we're there's nothing we're too good at or better than you at or, you know, stand for that's different than like, at the end of the day, like, we we wanna be a relationship based company, and and boots on the ground, like, that's what I'm there to do is is to form a relationship with anyone and everyone. Mhmm. There's gonna be things, you know, people don't see eye to eye. Don't know if people don't agree with that.

Greyson Morris:

That's why that's At the end of the day, though, if you can support someone by by being a good friend to them and being a representative of what your brand stands for Mhmm. That's what I strive to do

Wade Shoemaker:

every day. Sick. I love that answer. Yeah. I mean, mean

Greyson Morris:

the of the day.

Wade Shoemaker:

And you guys I mean, the way I translate that is that you you wanna be a resource for these people Correct. With Chene as your anchor, but, like, it doesn't necessarily have to be for Chene. It can be for whatever resources you can connect them with. Like, you wanna be yeah, you wanna be an extension of that, you know. I love

Greyson Morris:

that. Yeah. I mean, however I can connect people to, you know, any way I can help them, especially on a on a Shen branded side of things Sure. I'm there for.

Wade Shoemaker:

Love that.

Greyson Morris:

Let me know what you need. Yeah. You know?

Wade Shoemaker:

That's how it

Greyson Morris:

should be. And that's Dennis taught me that when he when he first got here. He said, he's been doing it a lot longer than me. Yeah. But he's like, man, don't don't talk about how much longer that we're not gonna do

Wade Shoemaker:

that much No. But, like, that and but that's what I'm looking for.

Greyson Morris:

Yeah. Am, It's a it's a relationship thing, and that that's in everything that we do, whether it's industry or, you know, personal life or whatever. It's it's, at the end of the day, relationships mean the most. That's all of it. And that's what, you know, really, Shen stands for at the end of everything is That.

Greyson Morris:

You know, we're here for people.

Wade Shoemaker:

That's right. That's good. And that really goes back around to the when we started the whole podcast about, you know, it's really even people before profit, you know? Yeah. Like that's where that really all just comes full circle.

Wade Shoemaker:

And I don't know, it's good it's good to have that where people you're on the same page and you're doing the same thing, running the same race, just at a different speed.

Greyson Morris:

I would say some of our biggest community leaders and builders inside of Shen are our owners.

Dennis Zook:

A thousand percent.

Greyson Morris:

Can't understand

Wade Shoemaker:

that. That's dope.

Greyson Morris:

A 100%.

Dennis Zook:

Yeah. And and I would say, you know, they they they always had this vision. I think it's always what they wanted. They were like, because it you know, we'll be a customer service company before anything. Good product's a requirement to exist.

Dennis Zook:

That you you just can just say that has to happen. Right. Yeah. But what people don't get is somebody answering the phone.

Greyson Morris:

Yep. No

Dennis Zook:

idea. You know, and and they were like, you know, hey, I I like there to be a board with everybody's picture on every store. It's almost like they wanna go back in time when people wash your windows, and Yeah. You know, there was this idea of, like, hands on service.

Greyson Morris:

Yeah.

Dennis Zook:

Like, first day day one, walked in, they were like, this is and I what do you want this to be? And I remember too, you know, because I I asked I asked Field, I was like, if you were given this, like, if if this was, and this sounds morbid, but you were given like a sermon, it was like, you were putting us to rest, right?

Greyson Morris:

Yeah.

Dennis Zook:

What would you say? And he was like, people love working here. Right? That was number one. And we were the we made a difference and we were the best service company in the world.

Dennis Zook:

Yeah. Right? So There you go.

Greyson Morris:

That's what I feel like part of my role is to it's on behalf of the owners. Yeah. Mhmm. It is. Yeah.

Greyson Morris:

Like and and that's something that's a a blessing because I bet a lot of people can't say that they would have that. Right? Yeah. But it's it's I look at anything that that one I do, and Chene I know Dennis, anything that Chene does is, you know, how would the owners treat this? How they Yeah.

Greyson Morris:

How they treat this person? It'd it'd be with open arms and, you know, how can we help you every single time. Yeah.

Wade Shoemaker:

And anytime you can look at it through a lens like that and it all makes sense and it all aligns, then you're gonna win. There's no way to lose. Right?

Dennis Zook:

Yeah. It's a blessing just to have that freedom. I mean, I've lived in my life where I haven't had that. You know, where, you know, there's you just there's things you can't control in this world. We all have those.

Dennis Zook:

You know, you're you're doing the best with the tools you got.

Wade Shoemaker:

That's right.

Dennis Zook:

But to have that in your quiver, just as like steadfast, like, okay, like, if it's the right thing to do, like, you know, like we made a commitment to DU on the conservation side.

Greyson Morris:

Yeah.

Dennis Zook:

And we said, hey, we're gonna we wanna give a $100,000 every year to DU in conservation. Yeah. And that was really the proceeds from this event. We didn't have those proceeds. Yeah.

Dennis Zook:

But they were like, we don't care. We're just gonna give it.

Wade Shoemaker:

Yeah. Know

Dennis Zook:

what mean? That's that's them putting you you talked about putting people before profit. That I mean, it's it's all well and good till somebody asks you to actually do it.

Wade Shoemaker:

Yeah. No. When it's

Dennis Zook:

time to write first hand, they every time without without question. Yeah.

Greyson Morris:

That's so true. They care about leaving a a legacy. Without a blank.

Wade Shoemaker:

They just know, man. Truly believe it.

Dennis Zook:

Yeah. That's right.

Wade Shoemaker:

Dude, love that. That's exactly what we're looking for. And on that, we're gonna we're gonna take a little break real quick.

VO:

Stay tuned to the Ducks Unlimited Podcast sponsored by Bird Dog Whiskey after these messages.

Wade Shoemaker:

With turkey being a thing, you guys you talked about your vest a lot, like, how incredible that's been, and I can echo that. It's it's a great thing. I enjoyed it. I got to use it some this year, like, it's been it's been very cool. And then you've handed to some new products that may be coming out, like, that's on the horizon.

Wade Shoemaker:

So I guess I've gotta ask this. Do you guys wanna kinda give the listeners a hint as to what might be next or what what could be next? Like, I don't know, a new color, a new Yeah. Anything? What's next for Shanann, dude?

Wade Shoemaker:

Oh. Yeah. Yeah. Because I'm gonna let you just take that. Y'all get in trouble for saying Well, out on

Dennis Zook:

I you know, I yeah. Pass the ball to me.

Greyson Morris:

Yeah. She got this one.

Dennis Zook:

If someone's gonna get in trouble, I'll

Dennis Zook:

get in trouble. Yeah. You know, here's what I'd say, and I think, you know, Grayson kinda threw a couple little hints in there, but I don't think people will be surprised by any of the things we'll do because we're just gonna keep trying to up level Love that. Just in a lot of things that we think are really important. And I'll just say our founders are very involved and that that statement will make a lot of sense to everybody come this season.

Dennis Zook:

And, you know, we we won't forget there's parts of our collection there that, you know, is definitely that pay it pay it back kind of thing. We'll have a few of those. But I would say one of the big things is layering systems and, you know, that just really filling it all out, and some of that stuff can be super exciting, super exciting. I mean, I'm wearing a pant that we're launching right? Yeah.

Dennis Zook:

You know, the Scout pant. This is an example of like, man, like the materials and some of the stuff we're doing, like the waterfowl industry hadn't seen before. Like, you know, we have I'm gonna say we have about four products that are coming that are like that, that are just game changing. Yeah. But, you know, it's definitely gonna be in that, you know, how you dress world and layering systems and flexible, but and there's a couple I would say there's a couple big technologies.

Dennis Zook:

So platforms where this will be the first version of it, but we're gonna keep growing on that. And that's the exciting thing. It's like we, you know, we do care about people. We care about culture. We care about everything, but don't let that fool you.

Dennis Zook:

Like, you know, I've done technology and product development my whole life. We have an amazing team that's doing that there. I couldn't be more excited about who they are and what they do. They're best in their craft. Yeah.

Dennis Zook:

And you're really gonna start to see that paying forward this year. That's good. Like, it takes, we, it takes eighteen months to develop anything, and any one time we're developing three seasons worth of stuff. Yeah. You know, and we, you know, you started to see that this last year, and we already had great stuff, but we started to see that this last year.

Dennis Zook:

This year, I think everyone's gonna look at it and say, boy, like, like, it is even starting to look a little different. Right?

Wade Shoemaker:

When you say eighteen months to develop anything I'm just trying to just give some clarity there. Like, do you mean from on a napkin, let's say, like, just for lack of a term, on a napkin to production, or do you mean created that piece, then go through r and d? What does that look like?

Dennis Zook:

Yeah. So it's so, you know, it it's the whole thing. When you say eighteen months, that's from the time you're going, hey. My buddy Johnny really said he needed this thing. You know what?

Dennis Zook:

He's right. Yeah. You know? And you kinda talk about that, you you get in front of your designers, your developers, and all those people. To the time you can bring that to the world, it takes about eighteen months.

Dennis Zook:

And that's why, like, you know, we do direct to consumer, and I know there's a lot of people that could go deeper and deeper in here, but the day we receive it, I can sell it to you. Can get it in your hands, right? I say distribution's not easy. Distribution's not So I don't have to add that in, which lets us really, you know, innovate quick, really quick, which is really awesome for us in the world we sit in. But, like, right now, like, we are imagine that scramble in your mind, like, have three different product lines coming together all at different phases all the time.

Dennis Zook:

That's the world we live in. That's wild. But this year, I think, you know, we have we have a series of stuff that's just really getting super, like, Arterix level, like, best outdoor brand level quality and technology.

Wade Shoemaker:

That's sick. I love that. Yeah. And I asked the eighteen month question because I think that that's such a cool thing. You mentioned, like, you guys can just go and develop and develop, but, like, it just adds a, like, a level of nimbleness to you guys.

Wade Shoemaker:

Yeah. Like, it really does, you

Dennis Zook:

know? It does.

Wade Shoemaker:

So that anyway, very, very cool. And I and I didn't wanna, like, harp on it because I know there's some things that might slip out on accident. You don't want people to know. So, like Yeah. Thank you for allowing that little peek in, you know.

Dennis Zook:

Yeah. I

Greyson Morris:

mean, something to something to add to that, not even on the development side or product side that we got coming is our Atlanta store.

Wade Shoemaker:

Oh, yeah. Yeah.

Greyson Morris:

Yeah. Open Atlanta and People.

Dennis Zook:

Access to people and culture.

Greyson Morris:

Hub, dude. It's we we went down, what, two weeks ago now, and we did a film tour event, which is a lot of fun. We rented out the Buckhead Theater. That went well. Showed some went really well.

Greyson Morris:

Showed some some of our favorite films that we've produced in house the past couple years and and really just brought the community together, right, saying we're here for y'all. We're coming, and here's a little, you know, look inside of what's coming. Yeah. Right. And saw the new store, and, man, it's gonna be it's gonna be special for sure.

Greyson Morris:

And it's it's cool to see, you know, obviously, we've got Stuttgart in Memphis. Right? Stuttgart's a a flagship. It's it's cool to branch into a new market, in a market that that needs us, you know? Yeah.

Greyson Morris:

It's it's another way to service customers like Dennis says at the end of the day. It's reaching those people that you you may or may not reach outside of where we're currently at. So Yeah. That's something, you know, super pumped for that.

Dennis Zook:

Right. You're reaching face to face. Yeah. That's the difference. Like, you know, you'd still wanna have that, and that that lets us do that.

Wade Shoemaker:

Yeah. Because Atlanta is a hub. I mean It is. It's crazy, It dude.

Dennis Zook:

We have some loyal, loyal, great customers come out of that market. Like, they just they're ate up with it too, man.

Greyson Morris:

And we wanna help them. What we've seen, like, people are so excited we're coming there, which is cool.

Wade Shoemaker:

And more to come. You know what I'm saying? Like, that I think you got way more loyal, loyal customers who are gonna jump into that, you know? And I don't know. You know there you know it's a hub when you just step into the traffic.

Wade Shoemaker:

Like, that's a thing. It's it's pretty wild.

Greyson Morris:

Right. Like, never thrown an event there. When we threw an event, people showed up. You're like, sweet.

Wade Shoemaker:

Yeah. Was like, we're here. I love that. The the thing about it is a lot of the guys from that area, the Southeast Region, like, the super easterns of the South, like, that they're coming west to hunt, you know? Mhmm.

Wade Shoemaker:

They're gonna I'm not saying anything's wrong with their app. They can shoot some birds there too, but, like, that aspirational, like, let's go hunt public land and go do this mallard like, let's go shoot some mallards and not these old wood ducks that we shoot every day. And not a knock because that's what I grew up doing, you know, like, behind the house. Absolutely. But that's that's the reality, and they run over just trying to shoot some mallards, and and, dude, by default, guess what?

Wade Shoemaker:

You guys are gonna meet them there.

Dennis Zook:

That's right.

Wade Shoemaker:

Mean, that that's that's the move. Look. Absolutely. I've loved everything we've touched on, every bit of it because it's stuff that that honestly, I don't think everybody knows. There's a lot of curiosity on my end.

Wade Shoemaker:

I mean, is a per like, I've had some questions here that I've asked with a little bit of, I don't know, selfishness, you know, because I wanna know the answers to some of these things, if I'm being completely honest. And I wanna pose sort of a helpful question for people that are kinda growing and going at a rate that maybe they can't, you know, scale it the right way or they're just whatever, but all the successes and all the failures that you guys have experienced and and all the tries it took to kinda get this ship to where it's at. Right? Like, think there's a lot that goes with that because here's the like, successes don't I I don't think that successes exist without failures, not true ones that last a long time. Right?

Wade Shoemaker:

So you've gotta have one and the other, not just one, and if you only have one, you haven't done it long enough to tell you're good at it. So the platform, where it's at, like, as Shen, where the platform, as big as it is and possibly larger and more profound than you probably ever expected it to get, especially in this in this time frame. Right? With all of that, how do you how do you use those things to promote more than just Shen? Right?

Wade Shoemaker:

Like, you've gotta sell things. You've gotta you've gotta market the things, you gotta you have to do that, but how do you find a way with those things as prerequisites to grow to grow a more responsible generation of hunters? Like, the saying is, like, with great power comes great responsibility. And and if we're all, you know, if we're all being honest with ourselves, like, Chene's kind of holding one of those mics with the great power, great responsibility. So how how do you find a way to grow a more responsible generation of hunters?

Dennis Zook:

Yeah. I'll take that. You know, it's because it's you almost feel like you owe it to them. So for us, you know, we we truly do try to walk the walk, you know, and it's it's kind of funny we're sitting here in DU, right, right now doing this podcast because I was here exactly a week ago. I was here, why was I here?

Dennis Zook:

So we were here because we've been, you know, we've been doing the Film Fest and it's been really great and people didn't really know. We were really just trying to give back to conservation where we could, so it was us doing, you know, yeah, we wanted to bring community together. That was the beginning of it, but there was this really, really awesome side benefit. We could, you know, recruit retention into that and we could also, you know, provide a little help along the way. Well, this year, you know, sat down with the owners, we talked about it, and we're like, you know what, we're full in this with DU now.

Dennis Zook:

So we were here last week saying, you know, this is officially a for profit event. Every bit of what comes from this is gonna go back in into conservation through to you, right? And so, you know, and you know what though? But you can have it both ways. We can still, like, bring a bunch of people together.

Dennis Zook:

We can still, like, have all of our vendors there that are still, running businesses and, you know, selling their things and giving you awesome products and doing that, so they can win, but so does do you. And so so do the ducks, and so does conservation. You know, it takes a little bit more creativity to do it that way. Sure. But I think if you walk into it, you can never achieve what you don't set out to achieve.

Dennis Zook:

And I know that sounds like a silly thing to say in some regard, but if you believe you're trying to achieve something way bigger, different than others, you will automatically know the things that won't get you there. Yeah. Right? And I think, you know, us throwing these big events and stuff, like, what brand is trying to throw a mini concert series for conservation. Yeah.

Dennis Zook:

I think we just, you know, we they from the day one, they just thought bigger, and that's part of the growth. But I think it's things like that we can give that back. I think the underground, you know, we have this sub cultured group, we just had them out last week, and we have these guys

Wade Shoemaker:

In right?

Dennis Zook:

Yeah, in Stuttgart. And they come and they talk about things that they want and things that they need, but you ain't gonna find a stronger, more committed group to conservation either. So, you know, you're kinda you're kinda you're not just, oh, we're just paying the money forward, but you're also kinda bringing that legacy, that importance, and kinda keep it for a while to come. Yeah. And, you know, a lot of people say that.

Dennis Zook:

You know, one thing always bothered me was, like, you know, groups would come and they would give they'd buy a table at a banquet, but nobody'd show up. Oh, yeah, dude. Right? And I think you just you don't just do you also owe it, You also owe your time. And I think Chene's trying to do that.

Dennis Zook:

I mean, they were doing a boat ramp cleanup last weekend, you know? I was gonna ask about that. Yeah. So we're, you know, we're trying to make sure that it's it's balanced and it's a little bit of everything, but, you know, these folks at DU, and like I said, not just because it's this podcast, it's just it's serendipitous you asked. I didn't know I was going to be here.

Dennis Zook:

Yeah. You didn't know I was going be here.

Wade Shoemaker:

That's

Dennis Zook:

right. But a week ago, we literally decided that that's how this is going to run this year.

Wade Shoemaker:

Yeah. Crazy how things line up when they're supposed to.

Dennis Zook:

By the way, it's October 24.

Greyson Morris:

Yeah. That's right. Yeah. You'll be there.

Dennis Zook:

You have your plan. Or be square. Come on out. Be there. October 24.

Dennis Zook:

Memphis, Tennessee. Come on out.

Wade Shoemaker:

I love that. No. And I I wanted to I'm glad you brought off the the timber like, the the public boat ramp cleanup, the public timber project. I saw that on social, actually, and then what caught my eye, I'm used to seeing the the public timber project, but then I was like, that's the Chene story. You know?

Wade Shoemaker:

So I went back, was like, am I seeing know? Not that I didn't believe it, it's just like that was cool to see because I think that's an activation within within the actual industry side of things that hasn't happened, you know? Yep. And I love to see that because the Public Timber Project has started some kind of movement that that everybody's starting to catch on, you know, and I love that because, dude, you gotta clean up after yourself, and if it's not, you're still cleaning up, you know? Yeah.

Wade Shoemaker:

I think that that that's the goal, always is, and I I realized that I I had to write a couple of speeches a while back, and I ended up closing it out on accident with realizing that I didn't care as much about today as I do tomorrow, and and the reason I figured that out is because I had kids, you know, and my boys are seven and nine, and and I care so much more about what's what's coming instead of what's already been, and if we're not diligent and stewards of what we have with, you know, with we're doing, especially with like a public timber project, like, if we're not diligent with that and careful to, like, maintain and manage, I'm not gonna say, like, we're gonna lose it or it's gonna be gone, but that's a possibility, but it's definitely gonna be less of an experience than what it is currently.

Dennis Zook:

Oh, a thousand And

Wade Shoemaker:

anyway, I just wanted to add that because I love what's going on there.

Dennis Zook:

Well, yeah, and you're you're you are bringing a generation with you as you do it. Right? You know, we do live in a social media world Yeah. And, you know, and, you know, we're trying to leave it better leave it better than it came kind

Wade Shoemaker:

of thing. No, it is, dude. That's always the goal. Right? Right.

Wade Shoemaker:

Look, old school. We'll sit on this for a while because I'll get I'll get fired up, but I wanna go to the last I have a a last thing, and this is kind of what I hope I can end, don't know, maybe maybe a lot of these with. If it flops, then we'll swap something up. But in the spirit of everybody wins, rise and tides, lift all ships, that kind of deal. I wanna close this out with simple, and maybe honestly, eye opening question for people around that aren't thinking this way, and it's kind of it's for both of you.

Wade Shoemaker:

And and Dennis, we'll go with you since you were the last one. And this by the way, I didn't think about this. There's a guy named Mark Brasher that has one of my favorite podcasts that he does, but he he ends every one of his podcasts like this, and it's really been a cool thing for me to see just giving gratitude. Who are two brands or one or two brands or people that you know moving the needle in the hunting space, and I use hunting spaces, that's what we're in, that you love what they're doing, you love how they're doing, you love what they've done with what they have. Yeah.

Wade Shoemaker:

One or two one or two people, brands, whatever it is.

Dennis Zook:

Yeah. I'm gonna go a little broader and I because I call them, like, the game changer brand of the decade kind of things. Right? It's good. And, like, I have a pretty close relationship with Montana Knife Company.

Wade Shoemaker:

Okay.

Dennis Zook:

But I think they do an incredible job at both conservation, raising money, trying to put jobs in America.

Wade Shoemaker:

Okay.

Dennis Zook:

Like, they're doing something a little different. Like, they're they're they're they're way more political than the Harvard Business Review is going to tell you to be if you want to run an effective company. But I think that they do a really good job applying purpose to what they do, and that purpose manifests in the terms of where they make things, how they make things, who they engage with. So I would say that they're really high on my list. Okay.

Dennis Zook:

And I'd say maybe the second one's a little further out, but maybe this isn't surprising, but I still, as they've long been around, I think YETI does a better job at helping people understand how to be present than really anybody. You like, know, you said, you know, I'm really paying more about tomorrow than today, and I think that's exactly right. But it's also really hard to just recognize today is what matters. Yep. And they do that well.

Wade Shoemaker:

They do. They do. They do. No. That's good.

Wade Shoemaker:

And I and I think YETI really fits into that, like, they're in the hunting space too. They are. Do fit. All of those do. It's just not what you would normally hear.

Wade Shoemaker:

But that's also why I wanna do this because I don't think people and me, even me, I have to, like, condition myself to think outside of the box. Right? And I think that's perfect. So thank you for that. And, Grayson, same thing to you, man.

Wade Shoemaker:

From a different perspective, wanna know kinda where your head's at and maybe some brands that are out there.

Greyson Morris:

I think I have more of just a broad broad answer. And it's not maybe an answer directly to a specific brand or specific person, but I think Yeah. From what I've seen since I've I've started at Chene the past three years, I think the hunting industry and culture has shifted in a positive way. I agree with that. I think that Chene and some other brands have played a part in that, but I think that there is a lot of people that are realizing, you know, we're all in this together at the end of the day.

Greyson Morris:

Right? It's it's more of I've seen a positive impact of you know, I'm sure you've seen the same way, but, like, when I go to another brand on behalf of Chene or whoever, you know, it's like, I feel like there's a more genuine relationship than there ever has been. Yes. And that's something that I think needs to continue, and I think that there's a lot of people that are doing a lot of good. Right?

Greyson Morris:

And and a lot of brands that are doing a lot of good. And I think if people keep that at the forefront of their their vision and what they stand for, I think it's gonna continue to grow. And I've I've seen it personally, like, especially the past two years. There used to be I I feel like just a lot of like

Wade Shoemaker:

Just animosity? Yeah. Just animosity

Greyson Morris:

or error. Well, we have differences, so we can't really,

Wade Shoemaker:

you know, affiliate. Us four no more?

Greyson Morris:

Yeah. Exactly. Yeah. And and that's something that it doesn't have to exist. You know?

Greyson Morris:

We're all in this for the for the same love of the outdoors at the end of the day, no matter what it is doing. I know it's not a direct answer, but I feel like from my side of things, I've seen that shift towards, you know, let's all work together for this, for the for the better of of the space. Yeah. And that's something that, you know, I think can keep going, and I'm I'm kinda proud to see Yeah. You know, work that direction.

Greyson Morris:

Yeah. Because it's it's it's been needed to happen. You're right. You know? And I think Dennis would probably agree with that.

Greyson Morris:

I mean, I I think.

Dennis Zook:

Oh, absolutely. But, you know, leaders bring the weather. Yeah.

Wade Shoemaker:

I think

Dennis Zook:

that it's it's on us to to make sure that's important.

Greyson Morris:

Pushing that.

Dennis Zook:

Yeah. A

Greyson Morris:

100%.

Wade Shoemaker:

And I think that's a completely acceptable answer. Like, you didn't just call it one, but, like, the fact that you recognize the industry as a whole I think there's that shift.

Greyson Morris:

I think

Wade Shoemaker:

a lot

Greyson Morris:

of people are That's a win. I think there's a Huge. There's a lot of good that is going on and continue can can continue to go on.

Wade Shoemaker:

Very true. I love that. And I I think it has to do with people out there realizing that it's way more fun together. A 100%. Very good.

Wade Shoemaker:

Guys,

Dennis Zook:

A 100%.

Wade Shoemaker:

Thank y'all for hanging. I know it's been we're about about an hour, I think. I'm not I'm not a 100%, but I bet we're really close. But, look, I just wanna thank you again. I know that I reached out a little bit ago, and Grace was like, yeah, we're in, and then he was like, bro, let's do this together.

Wade Shoemaker:

Like, was so perfect. I'd I'd honestly, I just thought I wasn't cool enough for Zook to come and hang out. You know? He was always saying cool enough.

Greyson Morris:

I was like, I'm not

Wade Shoemaker:

I'm not that I'm not cool.

Greyson Morris:

You know? I only had to ask him a couple of times.

Wade Shoemaker:

I know. I figured I figured you honestly, I didn't know if you got ice cream or something or

Greyson Morris:

what. Dennis was like, I'm in.

Wade Shoemaker:

Yeah. Love

Dennis Zook:

that. First one, I'm in.

Greyson Morris:

I'm in.

Wade Shoemaker:

Thank you for that.

Wade Shoemaker:

Yeah. Seriously, it means a lot.

Greyson Morris:

Hey. He moved a couple meetings for you.

Wade Shoemaker:

I don't know who's Dude, don't tell me that. Alright. Don't tell me that. I ain't gonna lie.

Dennis Zook:

You prioritize.

Wade Shoemaker:

I do every day. Thank you, man. I do. I Grayson, Dennis, thank you so much, man. This has been cool.

Wade Shoemaker:

It's been a great time, and I look forward to, honestly, watching everything just keep moving and growing, and watching the people that are steering this industry keep steering it, and the people around it doing the right I

Greyson Morris:

would say something to you is keep doing what you're doing. Yeah. Thank you, man. Doing a good job. I thank you.

Wade Shoemaker:

Appreciate it, guys.

Greyson Morris:

Having everyone's back at the end of the day, you know? It's it's that's what we need more of.

Wade Shoemaker:

Yeah. Well, we're trying. We're trying, man. Thank you. Thanks for listening.

Wade Shoemaker:

Ducks Unlimited Podcast, see you next time.

VO:

That's a wrap for today's episode of the Ducks Unlimited Podcast brought to you by Bird Dog Whiskey and Cocktails. From post hunt unwinds to celebrations back at camp, Bird delivers award winning flavor to every moment. Enjoy responsibly. Don't forget to rate, review, and subscribe, and check out ducks.org/du podcast for more stories, science, and all things waterfowl. Guest opinions are their own and don't necessarily reflect those of Ducks Unlimited. Until next time, stay fired up, stay focused, and stay tuned to the Ducks.