Expertise in the Greater Yellowstone, and specialty outdoor retail experts.

Wes and Melissa Allen, the owners of Sunlight Sports,  have each been involved in the outdoor retail industry for almost twenty years.  Their varied work history gives them a unique perspective on outdoor retail, and clear understanding of the issues surrounding successful specialty outdoor retail.

Wes has ten years store management experience working for the nation's biggest outdoor retailer - REI.  He also spent several years as the National Sales Manager for Chaco, a core specialty outdoor brand.  He now is the co-owner of Sunlight Sports.  His experience working in big box outdoor retail, as a sales executive for an outdoor vendor and the owner of a specialty outdoor store has led to Wes becoming an acknowledged expert in formulating strategy that allows specialty stores to successfully compete against big box retailers and discounters, as well as the maintenance of premium brand positioning in the outdoor segment.  He has consulted with myriad retailers to maintain and grow their sales while maintaining their specialty focus.

Wes is also a Yellowstone-area native.  He has a clear understanding of the issues surrounding recreation in the Greater Yellowstone Area, and is an expert in trip-planning for the region.

Melissa is a veteran of the outdoor industry in a variety of roles.  She has spent years in specialty outdoor retail with Sunlight Sports, as well as store management for REI.  She is an expert in product flow and purchasing.

Sunlight Sports is one of the oldest, family-owned, specialty outdoor retailers in the nation and has the reputation as the premier place to plan your trip into the Wyoming backcountry.  The shop was founded in January 1971 by Bob Newsome.  Over the next forty years, Bob and his wife Sandy built one of the premier outfitters in the Rocky Mountains.  They sold the store to Sandy's sister Melissa, and remain involved in the local Cody business community.

Wes and Melissa are available to answer questions relating to specialty outdoor retail, competing against big box retailers as a specialty retailer, and the recreation in northwest Wyoming and the Greater Yellowstone.  Please call them at 307-587-9517, or fill out the form below.

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