On January 8, 2025, REI Co-op announced its decision to exit the Experiences business, marking the end of a 40-year chapter in which the retailer offered adventure travel, classes, and guided outings. The move, while framed as a necessary financial decision, is a clear signal that the outdoor industry is evolving. Guides and outfitters who relied on REI for exposure must now rethink how they connect with clients and grow their businesses. This is where GuideTime Pro steps in—not just as a solution, but as the new standard in outfitter technology.

REI’s Exit: A Reality Check for the Industry

REI’s decision underscores a fundamental truth about the experiences business: it’s not enough to be passionate about the outdoors; businesses must be built on sustainable models that maximize efficiency, reduce overhead, and optimize profitability. REI cited the high costs of marketing and technology as key factors in their decision to pull the plug, admitting that even in their peak year, they failed to turn a profit.

This should serve as a wake-up call for guides and outfitters: relying on third-party organizations to handle your marketing, bookings, and operations is a gamble. REI’s exit proves that even large, well-resourced companies struggle to make this business model work. But that doesn’t mean the experience business itself is unprofitable—it simply means it requires the right tools and technology to run efficiently.

Why GuideTimePro is the Competitive Advantage Outfitters Need

The failure of REI’s model is the exact reason GuideTimePro was built. Unlike a retail-driven organization experimenting with experiences, GuideTimePro was designed from the ground up for guides, outfitters, and adventure operators. We understand the unique challenges of the industry and provide solutions tailored to ensure long-term success. Here’s how we set outfitters up to thrive where REI fell short:

1. Sustainable Business Model

REI struggled because their experiences business wasn’t profitable. GuideTimePro’s technology ensures outfitters don’t fall into the same trap. Our platform optimizes pricing strategies, reduces administrative burdens, and automates key aspects of operations, allowing outfitters to focus on delivering exceptional experiences while ensuring profitability.

2. Advanced Marketing and Booking Tools

Marketing was a major cost center for REI’s experiences division. With GuideTimePro, outfitters get built-in marketing tools designed to drive customer acquisition without requiring massive advertising budgets. Our intelligent booking system maximizes revenue by leveraging dynamic pricing, automated reminders, and an optimized customer funnel to ensure higher conversion rates.

3. Operational Efficiency at Scale

One of REI’s major challenges was the complexity of running an experiences business at scale. GuideTimePro solves this by centralizing operations: from automated scheduling and real-time availability management to integrated payment processing and customer communication tools. Guides spend less time managing logistics and more time delivering top-tier experiences.

4. Direct Customer Relationships

REI controlled the customer relationship, meaning guides working under their umbrella had little direct access to their clientele. When the company exited, those guides were left scrambling. With GuideTimePro, outfitters own their customer data, allowing them to build long-term relationships, nurture repeat business, and scale on their terms—not at the mercy of a corporate entity.

5. Lower Costs, Higher Profits

Unlike REI, which struggled with the financial viability of its experiences model, GuideTimePro ensures that guides and outfitters maximize their margins. With transparent pricing and scalable solutions, businesses can eliminate unnecessary expenses, reinvest in their growth, and remain competitive in an evolving market.

REI’s Loss is Your Opportunity

If you are a guide, outfitter, or adventure operator impacted by REI’s decision—or if you’ve been looking for a way to future-proof your business—now is the time to take control. The experiences industry isn’t going away, but the way it operates must evolve.

GuideTimePro is here to help you thrive in this next chapter. Let’s build a stronger, more resilient outdoor industry together.

Join the platform designed for outfitters, by outfitters.