When REI announced it was shutting down its Experiences Division, the internet exploded with outrage. For many, it felt like the company was abandoning one of the most meaningful things it offered - a way to actually get people outside, not just sell them the gear.
In this episode, I sit down with Chris Anderson, Former director of Risk Management & Guide Training at REI - a key leader behind the Experiences Division - to unpack what really happened behind the scenes.
We cover:
- Why REI acquired Arizona Outback Adventures (AOA) in 2019
- The original vision for Experiences and how it aligned with REI’s mission
- Internal data that showed Experiences boosted member spending and loyalty
- What changed after the pandemic—and why even a successful program can get cut
- Why REI’s commitment to paying guides fairly may have made long-term profitability an uphill battle
Chris brings a rare perspective—both operational and deeply personal—to a story that’s about much more than one company. It’s about the gap between mission and margin in the outdoor industry.
🎧 If you’ve ever taken a guided trip and had no idea what went on behind the scenes - Part 2 will change the way you see the entire experience.
That’s where we go behind the curtain: exploring the emotional labor of guides, the broken tipping culture, and what needs to change to make this industry sustainable - for
Check out the LinkedIn post from Chris that sparked this two-part series…
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