Seeing Opportunity with Ben Peters of Zeal Optics
This month we launch an all-new feature in the magazine called BOULDER FASHION. For our first installment, Culture & Style Editor ANNIE BLOJ interviews the President of the Boulder-based company, Zeal Optics. Ben was photographed at the Zeal Optics store on Spruce Street wearing clothing from Weekends Boulder and eyewear from Zeal Optics.
PHOTOGRAPHED BY ESTHER LEE LEACH
STYLED BY ANNIE BLOJ // CLOTHING: WEEKENDS BOULDER
Annie Bloj: Ben Peters, full disclosure to our readers, we are family friends! You had just accepted the position of President of Zeal Optics after working in sales for its parent company, Maui Jim, when you moved into our neighborhood about five years ago. Since then, you have led Zeal Optics to become an award-winning brand in the high-performance sunglasses and ski goggle market. In addition to producing high quality, high concept optical products, Zeal Optics is guided by a simple set of beliefs: "Use Less, Give Back, and Explore More."
Ben, how did you get started with Maui Jim, and how did the move to become President of Zeal Optics come about?
Ben Peters: Annie! Yes, our boys have had some epic summer adventures together. So happy we have moved into a cool 'hood.' To answer your question, I had been with Maui Jim since I was 15. I started in the repair department at their headquarters in Peoria, IL. From there, I worked summers, after school in the mailroom, a short stint in customer service, and then did an internship with their Corporate Gifts division. This was my first real job and the first taste of sales. I fell in love with being around people and in an industry that was all about being outside. While an intern, I was promoted to being a full-time Account Executive for Ohio. I traveled around the state, opened new accounts, and serviced the existing ones. I did this for about five years until I was blessed again with a promotion to Central Region Regional Director. This position consisted of managing the overall business for Maui Jim in 12 states and managing 13 people. I loved this role.
During this time, Maui Jim purchased Zeal Optics. This purchase was a cool move as it created another demographic for us to attract. Where Maui Jim is a high-end resort brand that focuses their branding on the Hawaiian Islands (the imagery is beautiful palm trees, beaches, etc.), Zeal is a laid back brand that focuses on being active and outside. We use our iconic Colorado mountains, lakes, streams, and trees in our marketing. At first, all the Maui Jim divisions sold Zeal as well. However, as Zeal began to grow quickly, it needed to have its own entity. Our owner, Walter Hester, asked me if I would move out to Boulder (Um, Yes) and run the organization. Since then, we have created our own sales force in the US and have sales and accounts in eight countries worldwide. I would be lying if I said it was easy. Running a global organization is a lot of work, but I love it.
SHOP THE LOOK
Shop this outfit online at Weekends Boulder
AB: Zeal Optics is located in the heart of downtown Boulder, CO. How does being in the center of the outdoor industry affect your product line's development?
BP: It's a huge deal for us! The type of person we want to work for Zeal has the outdoor industry in their DNA. Not only do we want highly skilled people on our staff, but we want their passion for the industry and sports we focus on to be equally high. Being in the outdoor industry's mecca, we have a great pool of people we can recruit to be part of our growing family. Additionally, we wear all the products we produce. It's a ‘rough’ part of the job, but we have to take 'product testing' days to take our goggles up to Eldora to put them through their paces. In the summer, we take a hike up the Flatirons to make sure our lenses hold up to the elements. It's a great excuse to get outside. Finally, Boulder hosts a considerable amount of exceptional outdoor marketing firms. Being in the same city with these geniuses makes it easy for us to meet them, take them to lunch, or physically (Pre-COVID, ha) show them our newest products.
AB: Two of the core principles of Zeal are "Use Less and Give Back". Can you share what that means in terms of the brand and how your team puts that into practice?
BP: Of course, and honestly, we are proud of this one. At our price point, we have a ton of brands that compete with us. For a newer brand to make its mark, you have to find a way to separate yourself from the pack. At Zeal, we have always wanted to be a leader in the realm of corporate responsibility. Our research told us that customers look at what a company does before they look at what they sell in this day of information moving faster than ever. Luckily, our entire company works hard to live our motto in life and in business. This includes selecting manufacturers that focus on eco-friendly processes, using material in our lenses made with plant-based bio-resins, creating frame materials from new eco-materials, and even using recyclable materials in our packaging and marketing pieces. We aim for an authentic message with our products and our brand.
“ We wear all the products we produce. It’s a ‘rough’ part of the job, but we have to take ‘product testing’ days to take our goggles up to Eldora to put them through their paces. In the summer, we take a hike up the Flatirons to make sure our lenses hold up to the elements.”
We have also found a way to take it a step further by supporting numerous non-profits and like-minded organizations that bring awareness to climate issues both locally and globally. For example, we are one of the only sunglass and goggle brands that is a member of "1% for the Planet"; this is an organization created by the founders of Patagonia. By being a member, you are pledging to donate 1% of your total sales to help solve or bring to light environmental issues. Our promotions strive to provide our customers with an opportunity to help these causes even further. This year we had two campaigns aimed at helping solve major environmental disasters. First was our "Shades for Seas" promo. For every Zeal sold at retail this Spring, we donated money to an organization that pulled 5 pounds of plastic from the ocean. We sold enough Zeals to remove more than 17,000 pounds of plastic out of the Pacific during the Spring. It's a small amount compared to what is out there, but every bit helps. This season, we recently relaunched the 5th year of BAZPAT (Buy a Zeal, Plant a Tree). For every Zeal we sell this winter, we will plant a tree with the National Forest Foundation. These types of programs get our customers involved when they buy a fantastic pair of Zeal sunglasses or goggles!
SHOP THE LOOK
AB: With your office downtown, can you share five of your favorite Boulder spots that you would recommend our readers check out?
BP: 1. The Attic Bar and Bistro - Nothing beat a cold beer and a Cubs game here in the summer. Plus, their Taco Tuesday is the best in Boulder.
2. Boulder Creek Trail - I run this trail at least 2-3 times a week during lunch. The city did such a great job with the area around the library.
3. Chautauqua Park - I am not good enough to run up these trails, but you can see Denver when you get to the top of a Flatiron!
4. Pasta Jays - Anyone who knows me knows I love carbs and Pasta Jays has the best pasta in Colorado.
5. Zeal Optics Retail Store is pretty impressive; I heard (Wink wink).
AB: It is always fun to chat with you, Ben. Thanks for sharing what makes Zeal different from the rest of the brands in the market. As you know, I'm a massive fan of your sunglasses, and maybe if I ever ski, I'll get the chance to try the goggles as well!
Ben Peters: @zealoptics // Zealoptics.com // 1230 Spruce Street, Boulder CO 80302
Weekends Boulder: @weekendsboulder // Weekendsboulder.com // 1200 Pearl Street, Ste 105 Boulder CO 80302
Annie Bloj: @theblojreport
Esther Lee Leach: @estherleeleach