Goose Gear has established itself as a preeminent purveyor of high quality products for the overland and vehicle-based segments

Many people involved in the world of overlanding have interesting stories about the journeys that led them to this lifestyle. The idea behind the “Around the Campfire” Series is to explore some of the stories of the CEOs behind innovative overlanding-related products and services. In this edition, we visit with Brian Fulton, CEO of Goose Gear, a California-based manufacturer of cabinet systems to outfit off-road trucks, SUVs and campers with cooking, refrigerator, sleeping and storage spaces.

OX4: How did you get started in your business and why the name?
BF: My wife’s family have been in the cabinet-making business for three generations and more than 60 years. About six years ago, when my daughter was 10, I thought off-roading would be a fun thing to do together. I looked into equipment for my Toyota 4Runner and found that the existing outfitting gear just did not meet my needs or expectations. Accessing a refrigerator, for example, required me to unload all kinds of things before I could get to it and, even then, it was so high off the ground that my daughter couldn’t reach it. Because of the family business, I knew how and had access to software and machinery to make a better system and I did for my 4 Runner. I posted a 3-D rendering of it on an online forum and was asked by the site’s proprietor to outfit his vehicle. Others saw that prototype and began to ask for the same. I dove in, did research and realized it’s a small niche, but overlanding was growing in popularity and there was a need for quality storage systems. “Goose” was the nickname I’ve called my daughter since she was about two months old, so I called the company “Goose Gear.”

OX4: Did it take off quickly?
BF: No, and this is important for people to know. We came in as the new player and we built the most expensive on the market. I was lucky to have the income from the custom cabinet and countertop business as Goose Gear developed. It took four years before Goose Gear was stand-alone.

OX4: What key materials and processes do you use in making your product?
BF: The plate system is what facilitates the mounting of each module. They are made of Baltic birch plywood, Russian wood grown in a cold climate which makes it very tightly grained and durable. The processing—machining, sanding, prepping and coating in LINE-X—is done by computer-controlled equipment here in California.

OX4: On your website, I’m counting almost 40 different makes and models of vehicles and campers you offer systems for! How do you keep up with that?
BF: (Laughing) Yes, that does give us a competitive advantage vs. potential competitors. I was fortunate to have access to design software and good mentors.

OX4: You’ve been very successful in your niche. What’s been key to that?
BF: We make the best product available; many overlanding social media influencers and industry leaders have outfitted their own vehicles with our products. We sell a line that is very technical, with prices starting at $500 and going up to as much as $5,000-6,000 for a complete sleeping and storage system. Customers need guidance during their purchase and ongoing service. We have over 60 dealers across the country, all of which are required to have a retail location with service bays and technical advisors.

OX4: What advice do you have for entrepreneurs starting businesses directed toward this community?
BF: Know your weaknesses and hire people to fill in for your weaknesses. I know how to build a good product, but I am a horrific manager, so I hired a manager to handle that role. Something else that has been helpful, too, recently, is that we brought in professionals to understand psychology and the different ways team members perceive and respond to communication styles. That’s been very valuable and improved the interaction and effectiveness of our staff.

OX4: What’s your favorite place for overlanding?
BF: Hands down, Death Valley, California. The area is the size of Rhode Island. I’ve been there a dozen times and still haven’t seen 10% of if it yet. The earth has turned over so many times there. It’s an artist’s palette of colors—a green hill sits next to a purple hill, which sits next to a gold one. In a two-hour time period, you can go from an elevation of as much as 6,000 or 8,000 feet above to nearly 200 feet below sea level.

OX4: And, your best memory overlanding?
BF: A moment which followed a Southern California Desert Rendezvous sponsored by American Adventurist, when my daughter was 13. On the way home, I asked her if she’d like to drive. Her face just lit up! I let her drive down an incredibly tight trail, edged with thorns on both sides, which made noise like nails on a chalkboard when she went off center. We passed an older guy who called out he was stoked to see me teaching her to drive. When the trail ended, all smiles, she called it the “best trip ever!”

You can learn more about Goose Gear by visiting their website at www.goose-gear.com/.

Editor Note: The Around the Campfire series is brought to you in collaboration with our friends from 67 Designs, proprietors of the finest mounting solutions for your mobile devices whether in the backcountry, around town, and at home. Learn more about 67 Designs by visiting www.67d.com.

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