In a market full of startup noise and overpromised strategies, Chris Macaulay, CEO of Killara Outdoors, offers a refreshingly clear blueprint: fix what’s broken, tell a great story, and build a team that can lead through growth.
That’s the foundation of his Three-Lane Strategy—a simple but powerful system centered around operations, media, and leadership. Since taking the reins at Killara in 2023, Macaulay has used this approach to transform legacy outdoor brands into national powerhouses.
“We don’t throw gas on broken engines,” Macaulay says. “We fix the engine first.”
A recent example? Lake Fork Lure Co., a Texas-based soft bait brand with deep regional roots but a strained backend. When Killara acquired the brand in 2024, fulfillment was lagging, margins were thin, and the brand identity hadn’t been updated in years.
“Inventory was messy, systems were outdated, and the infrastructure wasn’t ready to scale,” Macaulay explains. “So we rolled up our sleeves and rebuilt the foundation.”
The Killara team overhauled operations—cleaning up inventory systems, restructuring vendor relationships, and creating a supply chain ready for growth. With the engine running smoothly, they shifted to lane two: media.
New packaging, fresh brand identity, and short-form content flooded social media feeds. The Lake Fork brand began telling its story with confidence—and it resonated. Creator collabs, factory tours, product walkthroughs, and a bold voice drew both attention and sales.
“We’re not just selling baits,” Macaulay notes. “We’re building community and affinity.”
The final piece? Leadership. Killara worked closely with the existing team to redefine roles, build trust, and shape a long-term culture of performance and autonomy.
“You can’t scale a brand if you don’t scale its people,” Macaulay says. “We helped the team evolve from founders to operators.”
Now, Lake Fork Lure Co. is heading into ICAST 2025 with a full product expansion—seven new baits, a rod line, and major creator partnerships. The company’s not just growing—it’s thriving on a system built for the long haul.
Read the full article: killara.com/blog/the-three-lane-strategy
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Company Name: Killara Outdoors
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State: TX 76092
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Website: https://killara.com/