REI announces domestic experiences growth strategy, launches ambition to help 3 million people annually get outdoors

Today REI Co-op announced plans for the future of its experiences business. The co-op aims to help 3 million people get outdoors each year through its experiences programs, which will focus exclusively on U.S. domestic adventures.

The co-op is investing in an expanded network of experiences close to iconic U.S. outdoor destinations, building on its expertise of small group active travel and local programming currently offered across the nation. REI expects to launch at least 12 new experience centers in the next two years where customers can tap into REI’s guided tours, gear rental and instruction. As part of the announcement, the co-op will discontinue its international adventure travel trips effective May 2021 in order to invest in its domestic travel growth strategy and expand offerings in hiking and camping, backpacking, cycling, women’s only, under-35, family and weekend adventures.

With more than 100 itineraries across the United States, REI adventure travel offers the broadest activity assortment of any U.S.-based tour operator. Sales of REI domestic adventure trips have gotten off to a fast start in 2021. As of March, domestic trips were up by 28 percent compared to 2019, making it one the strongest years in adventure travel sales.

“REI is a leader at getting people outside. We’re the only national organization with a wide range of experiences that provide life-changing outdoor moments, whatever someone’s skill level may be,” said Curtis Kopf, who was recently named REI’s chief experience officer. “The co-op’s bold investment in our U.S. experiences will help us welcome more people into the outdoors by making nature more accessible and attainable for everyone.”

A leader with REI since 2018, Kopf’s new role is an evolution of his previous oversight over REI’s experiences and digital divisions. As chief experience officer, he will oversee REI’s acceleration of efforts to design and build differentiated customer experiences that are interconnected across the company in physical locations, digital platforms and hosted experiences.

In recent years, REI annually has helped over 310,000 individuals across the country progress their outdoor interests and explore iconic outdoor destinations like national parks. Beyond multiday adventures, REI also offers fun and educational local experiences in major markets across the country through beginner-to advanced-level classes and guided day tours for hiking, cycling, paddling, climbing and more. REI is a top provider of how to ride a bike classes and wilderness training through its long partnership with the National Outdoor Leadership School (NOLS). The co-op also operates a destination adventure center based in Scottsdale, Arizona with gear rentals, day tours and education for residents and tourists visiting the region.

As REI focuses exclusively on U.S. domestic adventure travel and experiences, the co-op will provide full refunds to any guest who was booked on an international adventure. The co-op’s final international trip will depart in early May. All camping and hiking gear provided by REI to its international vendor network will remain in country for the continued use by individual operators.

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