We guide people. The most obvious way is that we guide them while they are participating in an activity. But it goes deeper than that. We are guiding them to do things that most of them would otherwise never be able to do because they don’t have the expertise, the gear, the access to outdoor places, or maybe even the courage to do it on their own.

On another level, we also want to be the best in our industry and the best we can be. We want to be leaders.