Erik Gordon has never approached life conventionally. What began with a solo cross-country bike trip and a Craigslist van eventually grew into Carabiner Coffee, a nationally recognized lifestyle brand that partnered with outdoor industry leaders including Patagonia, The North Face and Smartwool. Today, as marketing director for Curebound in San Diego, he helps create large-scale events featuring artists such as Elton John and Pink that draw tens of thousands of attendees and raise millions of dollars for cancer research. Across every chapter of his career, Gordon has used creativity, community and storytelling to create experiences that inspire people to connect, take action and pursue lives driven by purpose.
Growing up in Waconia, Minnesota, Erik was both an artsy and outdoorsy kid. He spent his teenage years performing as the frontman of a local band, exploring music and performance before deciding to channel his creativity into visual arts. That decision led him to UW–Stout, where he pursued a degree in studio art with a focus on oil painting.
At Stout, Erik discovered experiences that would shape the trajectory of his life and career. He joined the Freshman Wilderness Experience, a weeklong deep-water kayaking trip that fostered resilience, teamwork and lifelong friendships. On campus, he became part of the art floor, a residential cohort where students progressed together through the art curriculum, building technical skills while creating a collaborative, supportive community. When he first tried rock climbing on the campus climbing wall, it sparked a passion that became a defining thread in his personal and professional life. These experiences reinforced Gordon’s belief in exploration, collaboration and pursuing what inspires him.
“So much of what shaped me at Stout happened outside of the classroom just as much as inside it,” he says. “The people I met, the shared projects, the late nights and the creative energy of being surrounded by other students all built this foundation of collaboration and curiosity that I still rely on today.”
After graduation, Erik embarked on a three-month solo bike journey across the country, which not only satisfied his love of adventure but also introduced him to his first real cup of coffee. That experience planted the seed for Carabiner Coffee, a business that combined adventure, storytelling and entrepreneurship.
Starting with a van bought off Craigslist, Erik traveled the country selling coffee, building a following and forging partnerships with outdoor brands such as Patagonia, The North Face and Smartwool. These collaborations amplified his message, connecting with audiences worldwide and turning coffee into a vehicle for inspiration. He says, “Once I started working with larger, global brands, everything began to snowball in a way I didn’t expect. Those partnerships didn’t just expand the reach of the business, they validated the story I was already trying to tell and helped connect with audiences I never could have reached on my own.”
Through Carabiner Coffee, Erik not only sold coffee but also built community. He mentored others, supported creative collaborations and turned the brand into a platform where stories and ideas could intersect. His work showed that impact is not just about what you do but how it touches the lives of others.
“I realized I wasn’t really selling coffee. I was creating a way for people to step into a lifestyle where they felt like they could go out and build the kind of life they wanted for themselves. Coffee just happened to be the medium that brought people into that conversation,” Erik recalls.
Today, Erik brings that same philosophy to his role as marketing director at Curebound, a San Diego-based cancer research nonprofit. He designs immersive experiences, including large-scale stadium concerts featuring artists such as Elton John and Pink, that raise millions of dollars for research while connecting with thousands of attendees. He has also developed partnerships with local businesses to create everyday touchpoints for cancer support, making the cause tangible and accessible. Every campaign is rooted in the lessons he learned at Stout: how to foster connection, create meaningful experiences and inspire action.
“When you are working in something like cancer research, you realize quickly that you only have a few seconds to make someone feel something real. If you can create even a brief moment where people connect emotionally to the mission, that can be the difference between awareness and actual action.”
Reflecting on his journey, Erik notes that the Stout community continues to shape his work. “The people I met on the art floor and in the climbing community are not just friends, they are collaborators, mentors and co-creators,” he says. “The creativity, resilience and curiosity I developed at Stout are present in everything I do.”
From the studio to the climbing wall, from a van traversing the country to partnerships with global brands, Erik exemplifies the ripple effect of a Stout education: the skills, confidence and connections to make a meaningful impact on the world. Being #StoutProud, for him, means carrying that sense of possibility into every endeavor and inspiring others to do the same. “Positivity and belief have carried me through every chapter of my life. If there is anything I hope people take away from my journey, it is that you do not have to wait for the perfect plan or moment. You just start building, keep going, and let the story unfold as you create it.”
