Reach Sales Group began as my personal vision to represent climbing and outdoor brands with authenticity. Founded by me, Erik Andrade, it grew from a deep desire to remain part of this remarkable community of people and projects.

My connection to the outdoors began with early experiences that ignited my adventurous spirit. While I was fortunate to grow up near the sunny beaches of Southern California, it wasn’t long before I found myself most captivated by the mountains and deserts of the region. Spending time snowboarding, climbing, backpacking, or just good ol’ romping through places like the Sierras and Joshua Tree had me absolutely hooked.

I later studied at U.C. Santa Barbara where, despite the endless distractions and stunning surroundings, I earned a degree in Economics. Soon after, I entered a corporate role as a financial analyst. It was during this time that I discovered climbing, which quickly became central to my life. Finding climbing was a truly mind-expanding moment. I saw right away how it offered an intersection of athletics, creativity, shared experience, and exposure to the outdoors that resonated deeply with me.

Within a couple of years I knew that wasn’t the career path I wanted. In search of something different, I left the corporate world behind and moved to Japan for nearly a year, where I broadened my perspective and redefined my career direction.

Later, when the opportunity arose to represent some of the very brands that had fueled my own climbing, I jumped at it. My successful time working with a strong lineup of brands ultimately laid the foundation for Reach and my current partnerships. I remain an avid climber and deeply appreciate the chance to merge my passion with my profession.