Meet Murray Sovereign, the driving force behind VPO Squamish—and the kind of local you want on your trail team. A lifelong outdoor enthusiast, Murray grew up in Vernon fishing, skiing, paddling, and exploring BC’s wild landscapes.
In 1999, he spotted a need in Squamish for a true outdoor outfitter—so he opened the shop and never looked back. These days, when he’s not behind the counter helping customers gear up, you’ll find him backcountry skiing, sea kayaking, or maintaining the Echo Lake trail system.
Pull up a seat and join us for a Q&A with the man who’s spent a lifetime turning adventure into community.
Q: What are your favourite outdoor activities?
A: Hiking, climbing, kayaking, biking, skiing, backcountry skiing, backpacking... Did I miss anything? I love it all!
Q: Word on the trail is that some of our owners can't live without their morning espresso. What about you? Coffee or tea?
A: Coffee!
Q: What is your favourite piece of gear?
A: Touring bike - Specialized "Diverge" but any bike that can carry panniers will do.
Q: You're out on a day hike. What's on your playlist?
A: Lucinda Williams mostly, BB King, Arcade Fire, Emmylou Harris.
Q: What is your best childhood memory of the outdoors?
A: Bowron Lakes with Dad, I think I was 13. Incredible area to explore!
Q: What's your favourite adventure to date?
A: Month-long cycle tour of northern Scotland 2018. It was an incredible time!
Q: What is on your list of adventures this season?
A: More trail work, building a loop around Echo Lake, and up to Alec Lake.
Q: If you could travel to any country, where would you go?
A: I would love to go to the Faroe Islands one day!
Q: Where can we find you on Instagram?
A: You can follow me at @murraysovereign! And be sure to check out the shop's page too @valhallapuresquamish!