--- title: Building an Outdoor Lifestyle Brand with Stephen Sullivan of Stio® description: We’re joined by an incredible panel of creative entrepreneurs to explore the challenges and rewards of turning passion into a successful business. image: https://planningalt.com/hubfs/PLANALT-banner-1200x672-Stephen%20Sullivan-min.png --- [Skip to the main content.](https://planningalt.com/insights/building-an-outdoor-lifestyle-brand-with-stephen-sullivan-of-stio#main-content) [![Logo](https://planningalt.com/hubfs/Logo.svg "Logo")](https://planningalt.com) [![Logo](https://planningalt.com/hubfs/Logo.svg "Logo")](https://planningalt.com) - [Approach](https://planningalt.com/approach) - [Services](https://planningalt.com/services) - [About](https://planningalt.com/about) - [Insights](https://planningalt.com/insights-blog) - [Events](https://planningalt.com/events) - [Contact](https://planningalt.com/contact) - [Login](https://planningalt.com/client-login) [WEALTH PERSONALITY QUIZ](https://planningalt.com/quiz-assessment-landing-page) Toggle Menu Toggle Menu [WEALTH PERSONALITY QUIZ](https://planningalt.com/quiz-assessment-landing-page) - [Approach](https://planningalt.com/approach) - [Services](https://planningalt.com/services) - [About](https://planningalt.com/about) - [Insights](https://planningalt.com/insights-blog) - [Events](https://planningalt.com/events) - [Contact](https://planningalt.com/contact) - [Login](https://planningalt.com/client-login) [Linkedin](https://www.linkedin.com/company/planning-alternatives/) #### True Wealth Assessment ![PA-Blog\_MoneyPersonality-min](https://planningalt.com/hs-fs/hubfs/PA-Blog_MoneyPersonality-min.jpg?width=400&height=224&name=PA-Blog_MoneyPersonality-min.jpg) Everyone has their own unique relationship with money. 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[Start now](https://planningalt.com/true-wealth-assessment?hsLang=en) *Takes 7-8 minutes.* 1 min read # Building an Outdoor Lifestyle Brand with Stephen Sullivan of Stio® [Planning Alternatives](https://planningalt.com/insights/author/planning-alternatives) October 7, 2025 [Day in a Canoe Podcasts](https://planningalt.com/insights/tag/day-in-a-canoe-podcasts) ![Building an Outdoor Lifestyle Brand with Stephen Sullivan of Stio®](https://planningalt.com/hubfs/PLANALT-banner-1200x672-Stephen%20Sullivan-min.png) | [![Spotify-teal](https://planningalt.com/hubfs/Spotify-teal.svg)](https://open.spotify.com/episode/4C4fKr6zqNho6XQ9T2wixn) | [![Apple-Podcast-teal](https://planningalt.com/hubfs/Apple-Podcast-teal.svg)](https://podcasts.apple.com/us/podcast/building-an-outdoor-lifestyle-brand-with-stephen/id1376400571?i=1000730350923) | [![Youtube-teal](https://planningalt.com/hubfs/Youtube-teal.svg)](https://youtu.be/LwJEVePmQ-E) | | --- | --- | --- |   We sat down with [Stephen Sullivan](https://www.linkedin.com/in/stephen-sullivan-25695010/), Founder and CEO of [Stio®](https://www.linkedin.com/company/stio-/), to share his journey from building outdoor apparel brands to shaping one of today’s most authentic lifestyle companies. Stephen reflects on entrepreneurship, maintaining brand identity through growth, and the pursuit of true wealth beyond financial success.   Key Takeaways: - 00:00 Introduction. - 01:34 Stio® expands through e-commerce, retail, and wholesale. - 03:23 The brand launched in 2012 with a catalog, website, and store. - 05:58 Even without certainty, experience brings confidence. - 09:09 Protecting brand identity becomes harder as the company scales. - 11:02 A move from the Midwest to Colorado sparked an outdoor passion. - 13:56 Life in Jackson, ski town jobs, and launching a first business. - 15:02 True wealth means balance. - 16:48 True wealth is to be found outdoors.   > “Cataloging is a bit of a dark art. It’s hard to get it right, and it can be very costly, but it’s incredibly effective.” > > \- Stephen Sullivan   Resources Mentioned: - [Stio® website](https://www.stio.com/) - [“Good to Great” by Jim Collins](https://www.amazon.com/Good-to-Great-Jim-Collins-audiobook/dp/B003VXI5MS/)   Connect with Stephen Sullivan, Founder and CEO of Stio® Stephen LinkedIn: [https://www.linkedin.com/in/stephen-sullivan-25695010/](https://www.linkedin.com/in/stephen-sullivan-25695010/) Stio® LinkedIn: [https://www.linkedin.com/company/stio-/](https://www.linkedin.com/company/stio-/)    Connect with Nathan Mersereau: Phone: 248-645-1520  Email: [nathan.mersereau@planningalt.com](mailto:nathan.mersereau@planningalt.com) Twitter: [@NathanMersereau](https://twitter.com/nathanmersereau) LinkedIn: [Nathan Mersereau](https://www.linkedin.com/in/nathan-mersereau-cfp%C2%AE-a984761/) Address: 255 S Old Woodward, Suite 310 Birmingham, MI 48009 - [Tweet](https://twitter.com/share) ### A wealth of insight [![From IPOs to Inner Purpose: Redefining Success with Stephen George of Amaze](https://planningalt.com/hubfs/PLANALT-banner-1200x672-Stephen%20George-min.png)](https://planningalt.com/insights/from-ipos-to-inner-purpose-redefining-success-with-stephen-george) #### [From IPOs to Inner Purpose: Redefining Success with Stephen George of Amaze](https://planningalt.com/insights/from-ipos-to-inner-purpose-redefining-success-with-stephen-george) [Day in a Canoe Podcasts](https://planningalt.com/insights/tag/day-in-a-canoe-podcasts) [![How Storytelling Fuels Success and Self-Fulfillment with Andrew Buckley of the StoryCentric Podcast](https://planningalt.com/hubfs/PLANALT-banner-1200x672-Andrew%20Buckley-min.png)](https://planningalt.com/insights/how-storytelling-fuels-success-andrew-buckley) #### [How Storytelling Fuels Success and Self-Fulfillment with Andrew Buckley of the StoryCentric Podcast](https://planningalt.com/insights/how-storytelling-fuels-success-andrew-buckley) [Day in a Canoe Podcasts](https://planningalt.com/insights/tag/day-in-a-canoe-podcasts) [![Finding Fulfillment Beyond Titles with Steph Corker of ViRTUS](https://planningalt.com/hubfs/PLANALT-banner-1200x672-web-StephCorker-min.png)](https://planningalt.com/insights/finding-fulfillment-beyond-titles-with-steph-corker) #### [Finding Fulfillment Beyond Titles with Steph Corker of ViRTUS](https://planningalt.com/insights/finding-fulfillment-beyond-titles-with-steph-corker) [Day in a Canoe Podcasts](https://planningalt.com/insights/tag/day-in-a-canoe-podcasts) Company - [Approach](https://planningalt.com/approach) - [Services](https://planningalt.com/services) - [About](https://planningalt.com/about) - [Team](https://planningalt.com/our-team) - [Locations](https://planningalt.com/locations) - [Contact](https://planningalt.com/contact) - [Careers](https://planningalt.com/careers) Insights - [Assessments](https://planningalt.com/quiz-assessment-landing-page) - [Podcasts](https://planningalt.com/insights/tag/podcasts) - [Events](https://planningalt.com/events) - [Insights](https://planningalt.com/insights-blog) - [Client Login](https://planningalt.com/client-login) - [Form CRS](https://planningalt.com/hubfs/2025-Client-Relationship-Summary.pdf) - [ADV Part 2A Brochure](https://planningalt.com/hubfs/23129617/2026%20Form%20ADV%20Part%202A%20Rev.%208-7-26.pdf) - Wealth Advisors for Life™ - | - [Terms & Conditions](https://planningalt.com/terms-conditions) - | - [Privacy Policy](https://planningalt.com/privacy-policy) © 2026 Planning Alternatives [Linkedin](https://www.linkedin.com/company/planning-alternatives/) Return to top ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Planning Alternatives", "url" : "https://planningalt.com/insights/author/planning-alternatives" }, "dateModified" : "2025-10-07T22:18:25.275Z", "datePublished" : "2025-10-07T22:18:25.000Z", "headline" : "Building an Outdoor Lifestyle Brand with Stephen Sullivan of Stio®", "image" : [ "https://planningalt.com/hubfs/PLANALT-banner-1200x672-Stephen%20Sullivan-min.png" ], "mainEntityOfPage" : { "@id" : "https://planningalt.com/insights/building-an-outdoor-lifestyle-brand-with-stephen-sullivan-of-stio", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://planningalt.com/hubfs/Logo-dark-1-1.png" }, "name" : "Planning Alternatives" } } ```