First, let’s address the “Coalition”.


We have been getting a lot of questions about what this means in our retail shop. Simple answer:




Miriam-Webster defines a coalition as:

  1. “a body formed by the coalescing of originally distinct elements : combination”,
  2. “an alliance of distinct parties, persons, or states for joint action”.


We want to partner with YOU to make awesome things happen.  Being outdoors connects us with our natural environment and connects us with those around us; those participating with us.  What do you love to do?  How can we help you get out and do what you love?  Do you work out at the gym to prep yourself for your outdoor sport?  Us too.  Let us get you the gear that makes your activity awesome.


Second, why Gravity?


This business has been 10+ years in the making.  The name brainstorming process took on a life of its own, but finally found its place in Gravity.  Most down-time, in-the-car time, at-the-dinner-table time, would consist of at least one, “What about…[insert name]?"


About 5 years ago, we were driving to ski at The Canyons when our brainstorming took us to listing the things all of our recreational passions had in common.  We ski, snowboard, kiteboard, skateboard, run, hike, backpack, water ski, wakeboard, paddleboard, climb, white water kayak, raft, cross country mtn bike, downhill mtn bike, road bike, love karate, play soccer, and do CrossFit.  And an occasional horseback ride.  Why not? 


So what do all of these things have in common?  GRAVITY.  Whether embracing it or defying it, Gravity is our common denominator.  We use it to go faster downhill, have a greater challenge on the uphill, attempt to defy it jumping or when getting some kite hang time; we use it when we add weight to get stronger.


Yes, Gravity Coalition can be a bit of a mouthful.  And, seriously, how do you spell it?  I still mess it up…  But I have faith it will catch on.  Now you get it, right?  EMBRACE IT!



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