Robert Fry and Jeff Roche, both former executives at Black Diamond Equipment, have launched Reasonworx, a new type of business development collective

Reasonworx is described as “a team of product innovators and business developers with diverse professional backgrounds and influences. Partners in the venture have negotiated $200 million dollar deals, built strategic plans in diverse industries, authored global sales processes, launched award winning products, and invented new performance technologies, all while shredding backcountry pow and sending alpine climbs.”

“It’s about time business practices in the outdoor industry kept pace with the fierce change in the marketplace,” says Reasonworx founder Fry. “We formed Reasonworx to offer a fresh look at a business development practice, where we partner, collaborate, and embed with brands rather than delivering white papers that end up on a shelf.”

Fry was VP of merchandising at Black Diamond Equipment from December 2016 to August 2017 and previously worked for Mountain Hardwear. Roche was previously North America independent sales manager at Black Diamond.

“In my 20+ years as the COO of Black Diamond Equipment, I have seen a slew of outside consultants roll through the building. What I haven’t seen is a team that could truly add bandwidth and capacity the way that Reasonworx can. What Reasonworx is envisioning is audacious, impressive, and frankly, inspiring,” said Mark Ritchie, former COO/CEO of Black Diamond Equipment.

Reasonworx will be taking meetings at Winter Outdoor Retailer, in Denver, from January 25th to January 28th. They can be reached through