Gravity Coalition: Midway’s homegrown hub for outdoor adventurists

The Hoovers, owners of Gravity Coalition. Photo: Kody Hoover

MIDWAY, Utah — Kody and Jennie Hoover own Gravity Coalition, a shop born of a desire to share the outdoors with residents of Heber and Midway. It’s one of the few bike shops in Heber Valley and the only one to also sell backcountry and outdoor gear. An immense amount of brain power toggles Kody and Jennie between family time and their growing shop, including kids Ashten, 16, and Aiden, 14.

Kody and Jennie met in Logan, Utah, where they were both ski instructors at Beaver Mountain in the early 2000s. A chairlift ride brought them together; dating included spectating hockey games and dining on lasagna. A postgraduate from Utah State University, Jennie researched Utah’s water use, conservation policies and councils running the “Slow the Flow” education campaign. Kody worked at Sunrise, a Logan bike shop whose owner, Jeff Keller, is responsible for creating LoToJa — a single-day, 203-mile road bike race which many have been suckered into riding simply because it’s a “Utah thing to do.” Kody had other plans.

The International Ski Businessman

In 2005, Kody left Logan and became the first analyst at Backcountry.com, a burgeoning online retailer, while pursuing his MBA at the University of Utah and the path to his dream career working in international business for a global ski company. In 2011, he achieved this goal, taking a job at AmerSports, a global outdoor company based in Annecy, France, parent company to ski brands Atomic and Salomon, among others.

Then, it came time to nurture his next dream: building his own company. Reflecting on his days with Keller, who likely influenced Kody’s motivation, an outdoor gear shop began to take shape on a chalkboard.

Mom & Pop Shop

Like all entrepreneurs, Kody uttered that all-too-common phrase, “What’s the worst thing that could happen?” Jennie wavered, but Kody insisted it could work, citing that ultimately, they could spend more time together. “We have a few hours together at night after work — maybe — and then the kids go to bed. Are we supposed to live our whole lives separately?”

The Hoovers have now been in business for seven years, and the proof of concept is still ephemeral. Opening Gravity Coalition in an old Midway home, their bootstrapping techniques meant maintaining day jobs. Kody’s mother, who owned the house constructed of a locally quarried stone called “potrock,” provided a spectacular deal on their commercial rent. Jennie maintained the shop while researching water conservation for USU.

Opening their doors in spring 2018, the first phase of their business plan was to offer gear, apparel and skis. It wasn’t until phase three that they planned on including bikes. However, in fall of the same year, they began servicing bikes due to sheer demand. Even though they hadn’t wrapped up phase one, the duo skipped ahead and responded to the neighborhood demand.

Growing Gear

Driven by their personal interests, the Hoovers opened accounts for other adventure gear: river rafts, kayaks and kitesurfing — to name a few. Lamenting that Gravity Coalition is often overlooked as a source for all outdoor pursuits, they try to remedy that misconception through marketing and word of mouth, including online sales. “A lot of [local] customers, shopping online before bedtime, discover us looking for some specific piece of gear,” they explained.

In the beginning, only purchasing a few products per order, Kody and Jennie would reinvest profits into inventory. This pattern continued, including the ebb and flow of customer interest, with growing pains and learning experiences only familiar to their style of “mom and pop” retail.

Initially, their space was a tiny old bedroom, which quickly filled with products. Bursting at the seams took on new meaning as the pandemic hit when product availability was all over the map. When items became available, they pounced and loaded the shelves (often without the shelf part of the equation) and found themselves filling spaces otherwise left to spiders and ghosts. “One positive that came from COVID-19 was that people rediscovered, or discovered, the outdoors. Thankfully, as other businesses were being told to shutter, we were able to stay open,” Jennie said. In June 2022, Gravity Coalition completed construction of their new retail space, which now offers a wider spectrum of inventory. “People would come in and be surprised at the products we actually had,” Jennie said. “They would also see a showroom full of bikes.”

Here for Locals

In a recent meeting with Midway business owners hoping for increased tourism, Jennie expressed, “I need more locals.” Committed to bolstering the outdoor community in Heber Valley, customers often see Kody and Jennie outside the shop. They are “ride leaders” for NICA (National Interscholastic Cycling Association — high school mountain bike program), supporting the Wasatch Club and Park City Club. Gravity Coalition will attend regional NICA races for 2024 with neutral support. When possible, they also offer movie night fundraisers for Wasatch Trails Foundation. Occasionally they’ll even get out for trail-work days.

“I’d love for people to recognize us as a resource in the community. Whether they need information or gear. We’re here for all of that,” Jennie said. She and Kody want to expand their community connection. That often starts with a simple conversation about trail conditions.

Adventure Together

In the early days of business, their kids would ride bikes from school across the valley to the shop. Sometimes Jennie had to post a sticky note on the door: “Be Back In 30.” Such are the amusing memories of a small-business owner. And yet, adventure remains a priority, with this snow-hungry family donning headlamps up the mountain as sunset arrives early. On the flanks of Timpanogos, ready to make turns after the pink alpenglow has faded, they truly are spending more time together.