Passion to Performance: Joe Miles on Building ASIO Gear
Discover the story, the camo science, and the hunts that fuel ASIO Gear.
On Episode GUN019 of the Gear’d Up North podcast, host Martin Ringeisen sits down with Joe Miles, founder and owner of ASIO Gear, a performance camouflage company making big waves in the hunting world. From his early days in the woods with family to launching a premium hunting apparel brand, Joe’s story is one of passion, persistence, and innovation.
From Childhood Hunts to Cutting-Edge Gear
Joe’s love for hunting started in childhood, learning alongside his family. That passion eventually inspired him to create ASIO Gear in 2020. But building a hunting apparel company in an already saturated market came with serious challenges. Joe shares how extensive research, rigorous testing, and relentless drive helped him carve out a place for ASIO Gear in the industry.
Innovation Born from Nature
One of the highlights of the conversation is the science behind ASIO Gear’s camouflage patterns. Inspired by natural ambush predators, the designs focus on blending hunters seamlessly into their environments. Beyond camo, ASIO Gear’s R&D team continuously pushes boundaries, developing everything from breathable base layers to rugged rain gear—all tested by seasoned hunters in real-world conditions.
Listening to the Community
Joe emphasizes how customer feedback shaped new product launches, including the development of ASIO Gear boots after hunters asked for footwear to match the performance of their apparel. He also explains the 90% system, a guide that helps hunters choose the right gear setup for different climates and conditions.
More Than Just Gear
The conversation goes deeper than fabrics and patterns. Joe speaks passionately about the importance of mentorship in hunting, helping new hunters learn in a supportive way. He also warns against the often unrealistic expectations created by social media, reminding listeners that hunting is about the journey, not just the trophy.
About the ASIO
ASIO Gear was founded by Joe Miles, a relentless whitetail bowhunter with over 30 years of experience—someone who’s hunted just about everywhere and found success in every pursuit.
Through decades in the field, Joe has tested just about every piece of gear out there. And time after time, he found something was missing—premium, purpose-driven gear built specifically for whitetail bowhunters, with a camo pattern that truly worked across the entire whitetail range. Frustrated by the gap in the market, he set out to build something better.
Why listen?
Key Takeaways from the Episode
Joe’s passion for hunting began in childhood with his family.
ASIO Gear launched in 2020 after years of R&D.
Camo patterns are inspired by natural ambush predators.
Starting a hunting brand is challenging but rewarding.
Products are tested with feedback from experienced hunters.
New gear includes innovative base layers, rain gear, and boots.
The “90% system” helps hunters gear up for any condition.
Mentorship is vital for new hunters.
Social media doesn’t always show the reality of hunting.
Looking Ahead
The episode wraps up with Joe sharing his excitement for upcoming hunts and reaffirming his commitment to the hunting community. His vision for Osseo Gear is clear: deliver performance-driven gear while giving back to the tradition and culture of hunting.
👉 Listen to the full conversation with Joe Miles on Gear’d Up North here.
