I'm just back from a week in Salt Lake city and my semi annual trip to the Outdoor Retailer gear expo. I travel courtesy of my great sponsor Wisconsin Pharmacal who make Atwater Carey first aid kits and Potable Aqua. Special thanks have to go to Andy Wundrock, Mike Kermenedy and the rest of the gang based in Jackson, Wisconsin.

I had three main goals for the OR show this year: fill in equipment sponsorship gaps, promote the Save the Poles expedition, and as always, networking - the latter not necessarily being my strong suit. As someone who generally prefers the vast winter wilds over the hustle and bustle of city life, I tend to be a bit reclusive at time.

Not really the best quality for someone who is trying to promote an expedition and fundraise three quarters of a million dollars. But part of being a member of a good team is not necessarily being the best at everything.

Meet Lora Lederman (I call her Double L, but remember, its Lora with an 'O') owner and founder of Scream Agency, a Colorado based PR agency. While Lora may not actually be traveling to any of the 'poles' here role in the expedition is no less important.

Promoting the goals and objectives, increasing awareness, making connections with potential sponsors, assisting in web design are all integral to the success of the whole. Lora and her team's insight and guidance have been critical factors in the Save the Poles expedition to date.

Note about the picture: Here is Lora doing a bit of expedition footwork - getting sized for insoles by new equipment sponsor Superfeet.