This episode features Craig Francis, the VP of Brand at Ultraview Archery, and a guy whose content, perspectives, and opinions are the furthest from mundane. 

Craig's been in the hunting creative space for over 10 years and has worked with numerous brands over that timeframe, many that are household names in our community. He's a writer, photographer, and one of the more capable storytellers in the game. 

Topics covered include the tension between building a brand that stands for something while also keeping an eye on the bottom line, what capital "H" hunting means, and of course, an inside look at the story behind Ultraview Archery and what's on the horizon for this upstart company that's trying to build a business that is focused very simply on helping you write and tell better stories. 

NOTABLE QUOTES: 

"That's literally the whole game plan. We got nothing else going on here. Great stuff. Take it to the field. Write your own story. Share it with your friends. You'll probably never talk about us, but we'll have been a small part. That's literally all it is." 

@craigfranciscreative  
@ultraviewarchery

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DEALS & PARTNERS: 

For over 100 years Leica has set the standard for premium optics. From spotting scopes to binoculars, rifle scopes and the new CRF MAX rangefinders, Leica is the choice for those who accept no compromises. 

Don't miss out on Canada's best mountain hunting and conservation expo! The 2026 Wild Sheep Society of BC's Salute to Conservation Mountain Hunting Expo will sell out fast. Get your tickets now! 

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Tired of gut rotting instant coffee? Check out This Is Coffee and get yourself some great instant coffee for when you're in the backcountry or on the road. 

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SUPPORT WILD SHEEP: 

Go to Wild Sheep Foundation to find a membership option that suits your budget and commitment to wild sheep. 

Go to Wild Sheep Society of BC to become a member, enter raffles, buy merch and support BC's wild sheep populations. 

SUPPORT MOUNTAIN GOATS: 

Go to Rocky Mountain Goat Alliance to find a membership option that suits your budget and commitment to conserving mountain goats and their habitat.