G3 (Genuine Guide Gear), the iconic Canadian brand known for its innovative, dependable backcountry ski gear, has opened its new R&D facility in Nelson, British Columbia. The facility, located at the foot of the Selkirk Mountains in the Purcell Business Centre, replaces the brand’s former centre in the Lower Mainland near Vancouver.
As the Kootenay-based industry alliance for gear makers and designers, KORE Outdoors believes G3’s decision to invest in Nelson reinforces the region’s momentum as a hub for outdoor product design, manufacturing, and repair.
Top image of Cam Shute skiing by Steve Ogle. Above photo of Cam by Peter Moynes.
“The move is a clear signal that the Kootenay region’s mix of deep mountain culture, skilled workforce, and proximity to world-class testing terrain is becoming a competitive advantage for outdoor product innovation,” says Matt Mosteller, KORE’s Executive Director.
Leading the charge into G3’s next chapter, Cam Shute stepped into the role of General Manager, effective February 2, 2026. Operating out of the new Nelson-based R&D facility, which also serves as the central hub for G3 sales, service and repair, Cam brings with him three decades of backcountry ski-touring and mountaineering experience. With multiple first descents across B.C. and the Yukon, he isn’t just managing the brand, he’s out there testing the gear in the same environments where it’s designed to perform.
Cam’s return to G3 is a bit of a homecoming. After spending 18 years in senior management and product innovation with the brand, he founded the product development consultancy Dark Horse Innovations. Now, he’s stepping back from Dark Horse to focus entirely on building G3’s future.
“Having this level of proximity to some of the best backcountry ski-touring in the country not only gives us a lot of integrity as a brand, it’s also incredibly advantageous for the product development cycle,” Shute says.
G3’s operations and logistics facility are located in Ontario. Shute calls the new Nelson R&D Centre the brand’s “spiritual home.” He is a member of KORE Outdoors and says the organization’s vision for the Kootenay region as an outdoor rec-tech hub is on target. “The Kootenays are extremely fertile soil to grow and develop top-tier outdoor rec-tech companies,” he says. “G3 is the first larger brand to put a foundation here, and I suspect more will follow.”
About G3 (Genuine Guide Gear)
G3 is a Canadian-based brand that produces high-performance backcountry ski and splitboard equipment. Founded in 1995, G3 has a legacy of building reliable and intuitive gear designed to improve the backcountry experience for skiers and splitboarders worldwide. The company’s core product categories include skins, bindings, poles, and straps.