"From rapids to ridgelines, from recoil to whitewater—this is what freedom looks like."

Clay Carter is a builder by nature—of people, teams, and now, a brand. As the founder of Split Ridge Outfitters™, Clay turned his lifelong love for the outdoors, leadership roots, and deep commitment to freedom into something greater than gear. He built a movement.

Raised on the values of service, grit, and stewardship, Clay served in the U.S. Army National Guard, where he was deployed to Kazakhstan in 2012 as part of a multinational peacekeeping effort. That experience deepened his belief in the importance of protecting what matters—our people, our land, and our values.

Professionally, Clay spent over a decade leading high-performing teams across the Mountain West as a Store Team Leader with Whole Foods Market, where he oversaw multi-state operations, directed store launches, and championed team empowerment. But outside the store, Clay’s passion has always been the wild—from rafting the Main Salmon River with his kids to carving lines in the backcountry or setting up camp under open skies.

Split Ridge Outfitters™ was born at the intersection of adventure and purpose.

After years of chasing the next summit with family and friends, Clay wanted to create gear that reflected the life he lived: rugged, rooted, and relentlessly free. Tired of fast fashion and flimsy imports, he set out to make apparel that stood for something—gear that earns its place in your pack and your story.

Every thread in Split Ridge carries Clay’s values:

• Freedom lives where we go.
• Made for the untamed.
• Built by nature, worn by grit.
• Born in the Tetons. Bred in the wild.

More than just slogans, these words are a lifestyle. Clay runs Split Ridge the way he leads a team or coaches youth hockey—by investing in people, staying hands-on, and always earning loyalty through action.

With a wife and two daughters, Clay’s family remains at the heart of everything he does. Whether he’s guiding a river trip, hitting the range with his .300 Win Mag, or working side-by-side with local ambassadors, he’s building a brand that honors where we’ve been, what we believe, and where we’re going next.
Split Ridge Outfitters™ isn’t just about gear. It’s about honoring our freedom, protecting the wild, and connecting a community that isn’t afraid to go further.

Welcome to the journey.