Doug Thielen, CMO at Selkirk Sport, joins Will Laurenson to explore how the brand rose to the top of the pickleball market. They discuss Selkirk’s approach to product innovation, the role of education in e-commerce, and the launch of their new footwear line, which nearly sold out in 6 weeks. Doug shares how Selkirk balances content, commerce, culture, and community, and the unique challenges of global expansion. With insights on AI, customer intent, and personalisation, this episode is a must-listen for anyone scaling a direct-to-consumer brand in a niche, fast-growing category.