Troy Michels has spent 2 decades behind the scenes in the world of action sports working with the endemic and non-endemic brands who make things happen in sport.  Born and raised in the Midwest, Troy has always been a go-getter and we talk about how he quit snowboarding to ski, landed an internship with America’s ski brand, and parleyed that to jobs with Universal, Aspen, and Target before starting his own thing over at Resqwater.  We talk about the players, the events, the activations, and more on the podcast.  Troy Michels Show Notes: 3:00:  Snowboarding, Minnesota, and switching to skiing 11:00:  High North Ski Camp, immersing himself in the ski world and phone calls from Szochs 16:00:  Getting a K2 internship, Fitch, and his poster 21:00:  Stanley:  Get 30% off site wide with the code drinkfast Glade Optics:  Get 10% off with the code TPM10 10 Barrel Brewery:  Buy their beers, they support action sports more than anyone 23:30:  Universal Studios, being courted by Aspen at 21 years old, and timing of X Games 30:00:  Oakley, back to Aspen, and then dating into Target 33:00:  Building Target 40:00:  Peter Glenn Ski and Sports Elan skis:  Doing it for 75 years 41:30:  Synergies, Shaun White Properties, and hospitality 48:00:  Weedmaps.com  Weed question and ad 59:00:  The Don of Target, Midwestern values, and Resqwater 63:00:  Inappropriate Questions