The Geartrade Story

Geartrade was founded in 2012 in Okotoks, Alberta by an outdoor enthusiast and entrepreneur, Ernie, who saw a need for an outdoor gear marketplace.

Jesse and Michelle took over the reigns in 2019, and honed in on the ultralight backpacking segment that was previously lacking in Canada.

Over the years, this local business has flourished with online sales across Canada. However, it is still the little touches, customer service, and professional advice that matter most to the Geartrade team. They strive to take the time needed to make sure their customers walk away with the right product for their next adventure.
 
Like Ernie, husband and wife team, Jesse and Michelle, started their Geartrade endeavour out of their home garage. It expanded to an acreage outbuilding, and eventually grew into an Okotoks warehouse location where they have been for the past 3 years!

After 5 years of operating Geartrade on their own, Jesse and Michelle made the decision to grow their team! They are now a mighty team of 6. Every single team member has a strong love of the outdoors, and are avid users of the products they sell. Every customer is speaking to an expert when they reach out for advice or gear-related questions!
 
Together their mission has been and continues to be simple: to provide Canadians with the best ultralight backpacking gear, at a fair price, with exceptional customer service that guides them along the way.

At only 38 years old, Geartrade’s passionate leader, Jesse Hebenton, sadly lost his short but courageous battle to Glioblastoma in 2025. He was the heart and soul of Geartrade, and will be remembered for his intense passion for outdoor pursuits, love of gear, and most importantly for being a dedicated and loving husband to Michelle, and the very best Dad to their daughters Heyden and Lily.

Michelle, along with the talented team at Geartrade, carry on the legacy that Ernie and Jesse created.

Despite their growth and change, the staff at Geartrade have an unwavering commitment to providing exceptional customer service. They have a deep-rooted dedication to making every customer experience a memorable one because they believe their approach is what sets Geartrade apart.

“To all of the customers we have already had the pleasure of meeting, thank you for the support and continuing to trust us with gear advice for your upcoming adventure. And to those who are new to our shop, we can't wait to meet you or chat about your next trip.”
- Team Geartrade

In loving memory of Jesse Hebenton and Ernie Antonchuk