CARLSBAD – Temperature-controlled apparel company Fieldsheer has signed a deal to become the official mobile warming partner of Alpine Canada, the governing body for alpine, Para alpine and ski cross racing in Canada.
The new partnership comes as Fieldsheer’s business in the Canadian market is on the rise — the company recorded a 16% year-over-year growth there this past year.
“It’s a natural fit for us as a company with our product,” Fieldsheer CEO Mark Gandy said.
Starting last year, Fieldsheer launched the Denali line, offering ski apparel equipped with the company’s signature Bluetooth heating technology.
Just a few years ago, consumer awareness of heated apparel was pretty low, Fieldsheer Director of E-Commerce and Marketing Patrick Deighan said.
“Slowly, over the last five years, as our business grew and others entered the market. The consumer awareness has really increased, so we’ve started to branch into other categories,” Deighan said. “Like everyday [wear] — when you walk your dog, you don’t want to freeze your hands off. A heated pair of gloves is awesome.”
The brand’s past partnerships included a three-year contract with the National Football League (NFL) team, the Buffalo Bills, which ended at the conclusion of the 2024 playoffs.
By working with Alpine Canada, Deighan said Fieldsheer will receive integral product feedback as they enter a new submarket in sports apparel, while building their brand’s ethos.
“As we were looking at introducing the Denali series, we see the ski industry as really big opportunity for us,” Deighan said. “We felt the timing was right to partner with an organization that is really well-known and high value.”
A Growing Base in Canada
Fieldsheer’s contract with Alpine Canada is set for two years with a third-year option. Correspondence about the deal began in March 2025, and it was officially signed in October 2025.
Through the partnership, Fieldsheer will be recognized as an official partner of the Canadian Ski Team and at Canadian Domestic World Cup events, the first of which was the PwC Tremblant World Cup, which took place Dec. 6 through Dec. 7, 2025, at Mont Tremblant, QC.
“What we loved about this partnership is that their employees are actually going to use our product,” Deighan said.
Alpine Canada athletes, coaches, staff and volunteers will be provided with over 400 Fieldsheer products including heated socks and base layer vests within the first year of the contract. The second year will include a mix of product and financial contributions.
“The feedback [we’ll be] getting becomes invaluable,” Gandy said. “It’s very difficult to get that level of testing day in and day out. There’ll be a direct line in, in helping us make our product better, which is a significant asset to us.”
In Canada, ski cross racing has seen a major increase in popularity since its inclusion in the 2010 Olympics. The fact that the sport has a place under the Alpine Canada umbrella spells more growth and exposure for Fieldsheer.
“Our Canada business was growing very, very rapidly,” Deighan said. “We looked at both the U.S. and Canada, but we felt Canada was a good way to launch the partnership and test it to see what the benefits truly are.”
Future of Heated Wearables
Fieldsheer began as a company that made flak jackets, tents and uniforms for British troops during World War II, then pivoted to making safety gear for motorcycle riders. In its current iteration, the company is focused on innovating the market for heated wearables.
“The one thing that really differentiates us from some of the other brands out there is that we’re Bluetooth-enabled,” Deighan said. “You can control your garment’s temperature right from your phone or your watch. It’s really important for undergarments, like socks that are inside a boot or a vest that’s inside a jacket. You don’t want to have to open your jacket every time you want to adjust temperature.”
While recent tariffs have posed a challenge for Fieldsheer, among other brands, the company has elected not to raise prices thus far. By 2027, however, Gandy said that the company won’t be able to absorb the costs anymore and may need to adjust.
Fieldsheer has seen about 33% growth within the last year, Gandy said. Kohl’s has been a successful retailer for the company within the last few years, and the product just launched in Nordstrom, Best Buy and Target during 2025.
“We’ve made some fundamental changes in our retailer business, because we did have some big box business,” Gandy said. “We’re still continuing with that, but the volume has been reduced significantly for more of a focus on our retailer growth, D2C and B2C, and there are profitability reasons for that.”
The shift in retailer strategy is the reason for the disparity between Fieldsheer’s growth in the Canadian versus the U.S. market, Gandy said. The company plans to recover from that shift going into 2026 by focusing on “healthier profitability,” Gandy said.
“We feel this category is just scratching the surface,” Gandy said. “When we started, nobody knew anything about this type of technology or maybe didn’t take it seriously. Our goal is to put the best possible product out there, with integrity and with a quality level and function that is suitable to everyone.”
Fieldsheer
FOUNDED: 1978
CEO: Mark Gandy
HEADQUARTERS: Carlsbad
BUSINESS: Temperature-Controlled Apparel
EMPLOYEES: 30+
REVENUE: About $20 million
WEBSITE: https://fieldsheer.com/
CONTACT: [email protected]
SOCIAL IMPACT: Fieldsheer is committed to having a positive impact through a variety of avenues. Two programs that exemplify this commitment are “Feet First” and “Aid to Ukraine.”
NOTABLE: Fieldsheer was a pioneer in heated motorcycle apparel, introducing some of the first heated riding gear to help riders stay warm in chilly, unpredictable conditions.
Born and raised in San Diego, Madison takes great pride in local storytelling. Her coverage at the San Diego Business Journal includes tourism, hospitality, nonprofits, education and retail. An alumna of San Diego State University’s journalism program, she has written for publications including The San Diego Union-Tribune and The San Diego Sun. At the 2024 San Diego Press Club awards, Madison was recognized for her exemplary profile writing. She was also a speaker for the 2023 TEDx Conference at Bonita Vista High School. When she’s not working on her next story, Madison can be found performing music at a local restaurant or on one of San Diego’s many hiking trails.
