Ski, Fish, And Outdoor Expert

Deno grew up a Cheesehead in northern Wisconsin in a “great-outdoors-loving” family. In addition to hunting and fishing, his true passion was alpine skiing with his two brothers. Throughout his high school and college years, Deno focussed on Alpine Skiing. But he later fell headlong into Nordic skiing and became a serious nordic competitor. After completing his 30th American Birkebeiner cross-country marathon ski race in 2011, Deno was ready for a change. He and his wife Carolyn sold their specialty outdoor retail store in Hayward, WI, which they owned and managed for almost 13 years,  and set out to find an active small mountain town they could call home.

A few years earlier, while traveling in Idaho after a Montana elk hunt, Deno says he had a “God moment” where he and his long-lost friend, Jim Santa (previous owner of Sturtevants), miraculously met after not seeing each other for almost 18 years. That connection eventually led to Deno being recruited to the Sturtevants team.

Working in the outdoor industry for most of his life, Deno acknowledges that it wasn’t hard to feel at home at Sturtevants. He comments, “Helping people get outside and find the same enjoyment I do, regardless of their ability level, is what satisfies me the most.” In the winter, you’ll most likely find Deno making turns on the mountain or participating in his new favorite—backcountry skiing with buds. In the summer, he has traded canoe and kayak trips in the Midwest and Canada with backpacking and fly fishing in the Idaho mountains. His best adventure partner? His best friend and wife of over 30 years. “We love our new ‘base camp’ and everything here outside is good–very good!”