Our purpose is in keeping with REI’s core purpose, which is: “We inspire, educate, and outfit for a lifetime of outdoor adventure”. Specifically it is to provide educational experiences which remove barriers, build skills and increase confidence through active outdoor recreation.
Our objectives are:
Increase active outdoor participation, in terms of both new entrants and the frequency of current participants
Position the REI brand as the accessible and authentic gateway to the outdoors
- Increase REI membership value and outdoor community connection
- Drive traffic and revenue through REI’s sales channels