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REI's Exit: A Golden Opportunity for Local Adventure Operators to Shine

At first glance, the announcement of REI’s decision to shutter its Experiences division may seem like a loss for the outdoor recreation industry. However, this development presents a unique opportunity for smaller, specialized operators to step up and thrive. As REI shifts focus away from its guided adventure travel, day tours, and educational classes, it leaves a void in the market that can be filled by businesses poised to deliver personalized and innovative experiences. Here’s how this shift can positively impact the broader outdoor recreation industry:

Table of Contents

  1. Opportunity for Local Specialization

  2. A New Pool of Talent

  3. Increased Market Visibility

  4. Tailored Experiences for Niche Market

  5. Flexibility in Pricing and Services

  6. Strengthened Community Connections

 

1. Local Specialization

REI’s scale allowed it to offer programs across diverse regions, but it often lacked the hyper-local knowledge and personal touch that smaller operators can provide. With REI’s exit, local businesses can shine by offering experiences deeply rooted in their specific locations' culture, history, and natural nuances.

Whether you're a family-owned zipline park or a boutique kayak rental service, you can create unforgettable adventures that cater to your unique landscapes and client base, fostering repeat customers.

 

2. A New Pool of Talent

The closure of REI Experiences has resulted in the layoff of over 400 employees, including highly skilled guides and outdoor educators. For operators of all sizes, this presents an unprecedented opportunity to recruit experienced professionals with industry knowledge, certifications, and a passion for outdoor recreation. By hiring these experts, you can elevate the quality of your offerings and position yourself as a leader in the field.

The closure was announced earlier this month (January 2025), and the summer season is quickly approaching. Now is a great time to start recruiting the recently available talent flooding the market and securing them before the rush of season training. 

Explore The Specialized Ways that Flybook Can Support Guide and Staff Management

guide and staff management with the flybook

 

3. Increased Market Visibility

REI’s brand was dominant in outdoor experiences, often overshadowing smaller operators. However, since REI has left this space, other businesses can capture more attention. This is the perfect time to amplify marketing efforts, leverage online platforms, and highlight what makes your business unique.

Operators can tap into platforms like Google Reviews, social media, and online travel agencies (OTAs) to connect directly with customers searching for guided outdoor activities. With the right strategy, your business can gain visibility among a customer base that may have previously chosen REI.

Furthermore, if you have direct competition with REI Experiences in your area, did you know which experiences or classes were the most popular? Can you reach out to the REI location to ask about their most popular classes or experiences? By determining which offerings were available and successful, you can create your own versions of these offerings and employ strategic messaging to market your offerings in a way that highlights their similarity to the previously offered REI versions.

 

4. Tailored Experiences for Niche Markets

REI’s offerings were often designed to appeal to a broad audience. However, as an independent operator, you have the advantage of agility, allowing you to tailor experiences to niche markets such as families with young children, corporate groups, or adventure-seekers looking for off-the-beaten-path options. Customization is a powerful way to stand out in a competitive market and build loyal customer relationships.

 

5. Flexibility in Pricing and Services

Independent businesses can experiment with pricing models, value-added services, and package deals without the pressure of maintaining a national-scale operation. For example, bundling outdoor experiences with lodging, dining, or equipment rentals can create a seamless and memorable adventure for guests. This flexibility can also lead to more competitive pricing and better customer retention.

With REI's experiences no longer saturating the market with primarily entry-level offerings, you can now take advantage of bundling multiple activities or offerings that can create a progression for guests or visitors to your area.

Discover how Flybook can assist you in boosting cart values and enhancing package and bundle sales with the innovative Bundling Booking Flow.

packaging and bundling booking flow feature announcemement

6. Strengthened Community Connections

Local outdoor recreation businesses often have strong ties to their communities. These connections can be leveraged to create partnerships with schools, nonprofits, or local tourism boards to promote outdoor education and recreation. Filling the gap left by REI’s exit can help strengthen these community bonds while driving more business to your operation.

Additionally, if you have an REI retail location in your area, connect with them to promote your offerings or discuss ways they may be willing to refer their shoppers to your business.

 

Conclusion

The closure of REI Experiences marks a turning point in the outdoor recreation industry. It’s an opportunity for other businesses to step forward and redefine what adventure and outdoor education can look like. By focusing on localized expertise, personalized experiences, and innovative practices, operators can turn this industry shift into a moment of growth and transformation.

As customers seek alternatives to the offerings once provided by REI, your business can capture their attention and loyalty. The outdoor recreation industry thrives on adaptability and creativity—qualities that independent operators are uniquely positioned to deliver. Now is the time to rise to the occasion and chart a path for the future of outdoor adventures.

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