Ryan Watson on Mountain Tough, Hunting Fitness, and the Future of Outdoor Marketing

When Ryan Watson talks about acquiring millions of hunters for digital platforms, he’s not exaggerating. Over more than a decade in the outdoor industry — from the early growth days at OnX Maps to his current role as Chief Marketing Officer at Mountain Tough — he’s been at the forefront of both technology and tradition. And in a full-circle twist, his story with LandTrust goes back to a black bear hunt in 2017, when founder Nic De Castro first floated the idea that would become today’s platform.

“It was kind of the perfect storm — hunting, mobile app, fitness. That’s a lot of my passions all meshed into one.”

Breaking Into Outdoor Tech

A University of Montana marketing graduate, Watson’s first professional stop was in marketing automation — an early introduction to the power of data-driven campaigns. That technical foundation set him up for his leap into OnX Maps in early 2017, when the company had just launched its first mobile app.

“The first few versions of the app were buggy and hard to scale, but the product-market fit was one of the best I’ve ever seen.”

From an entry-level role, Watson grew into Director of Growth Marketing, building teams for automation, user acquisition, SEO, and marketing engineering. He immersed himself in the best practices of mobile marketing, learning directly from global leaders — even hiring a Berlin consultancy that had worked with SoundCloud and Spotify.

Performance Marketing in a Privacy-First Era

For most of his time at OnX, performance marketing meant precision: interest-based targeting, install ads, and granular tracking of every dollar spent. Then came Apple’s privacy changes — the “Ask App Not to Track” prompt — which obfuscated device IDs and left advertisers guessing about the results of their campaigns.

“If OnX was starting now, it would be much more difficult than when they started.”

The shift to black-box algorithms like Google’s Performance Max made marketers more dependent on platform automation — and less informed about where their customers were coming from. Well-funded brands could power through the learning phase. Smaller niche players often couldn’t.

The Move to Mountain Tough

Nic De Castro introduced Watson to Dustin Diefenderfer, founder of Mountain Tough, at a workout long before a job offer was on the table. When Diefenderfer later asked for app marketing advice, it turned into a career pivot.

“When am I ever going to get the chance to go early stage in the hunting industry, in mobile app, and a fitness company?”

Watson left OnX amicably to join Mountain Tough, trading the pace of a hypergrowth company for the challenges — and opportunities — of an early-stage startup.

Beyond the Backcountry

Mountain Tough began with a mission to prepare backcountry hunters for the physical demands of multi-day hunts in rugged terrain. Over time, the brand expanded its scope.

Today, it’s a holistic lifestyle platform built on four pillars: fitness, mental toughness, nutrition, and spiritual health. That expansion has attracted military personnel, law enforcement, firefighters, and first responders.

“We still train for the backcountry, but the real mission now is to change people’s lives.”

Podcast as a Growth Engine

Mountain Tough’s podcast started as a members-only benefit but was made public to reach new audiences. The show focuses less on hunting tactics and more on mindset, discipline, and personal growth — think “Tim Ferriss for backcountry athletes.”

The results speak for themselves. According to customer surveys, the podcast is Mountain Tough’s second-biggest acquisition channel, behind only paid social.

“Our top fans are podcast listeners. It’s our own controlled voice — and it converts.”

Where AI Fits — and Where It Doesn’t

Watson sees AI as a powerful backend tool. Mountain Tough uses it for podcast editing, automating camera work in workout recordings, and summarizing program descriptions. But when it comes to core product — designing workouts — that remains firmly human-led.

“Our hedge against AI is authenticity, the in-person expertise from our lab, and the community.”

A trial with a Facebook group AI bot was quickly scrapped after concerns over lack of control and brand risk — a reminder that not every automation belongs in front of the customer.

Hunting, Efficiently

Two years ago, Watson booked a mule deer hunt through LandTrust. For someone balancing a demanding career and raising two kids, the simplicity was game-changing.

“You show up, get the landowner’s guidance, and you’re hunting that day. It just strips away so many variables.”

For Watson, it’s not about replacing the challenge — his hunt required three days of hard work for a shot opportunity — but about maximizing precious time outdoors.

Looking Ahead

From his first days at OnX to leading growth at Mountain Tough, Ryan Watson’s career has been about blending data-driven marketing with a passion for the outdoors. The throughline is clear: technology is most powerful when it enables real-world adventure.

And whether it’s building a brand, training for a hunt, or booking private land access, the goal is the same — make every moment count

Explore Mountain Tough at MTNTough.com or search “Mountain Tough” in your app store.
Discover your next hunt at LandTrust.com.

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