Recreational Equipment Incorporated

Recreational Equipment Incorporated (REI) is a company that does far more than producing top-of-the-line gear for experiencing the outdoors. Not only does this business have a unique and almost unheard of dedication to its values and purpose, but also manages & leads its employees with great wisdom and skills both common and exclusive when compared to successful organizations. While sporting goods such as Big 5 and Dick's Sporting Goods may be more common, what happens “backstage” at REI is more than enough reason to favor it over its competitors. And that's not even the entirety of its superiority!

REI began its thriving drive way back in the 1930's through the pioneering of Lloyd and Mary Anderson. After undertaking an unreasonably difficult search merely to purchase a reliable ice axe, Lloyd Anderson and his wife decided to establish a cooperatively-owned group for producing and selling outdoor gear. Six years after the establishment of REI in1938 (by the Andersons and 21 of their fellow outdoors-people), the co-op secured its first retail location: a few shelves in a Seattle gas station. Today somewhere around 10,000 employees represent REI in 128 retail locations and numerous support and production facilities, (not included in the 128).

Success has followed REI throughout its existence. Progressing from gear such as traditional water-absorbing tents to the camping gear that they sell today, REI is an innovative cooperation that claims to try its best to well-equip its customers. Why has it been so successful? Perhaps the primary reason is that it has remained passionately dedicated to its purpose: “To inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.” From instruction, to voluntee...

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...ing employees to participate in the enjoyment of the outdoors, to reinforcing REI's core values of authenticity and integrity, it is clear that the company is successful in leadership. Employees well-led are employees who are more productive and motivated to do their job (O'Hair 157-159).

As a leader that is successfully embracing its cause of loving the outdoors and equipping others to experience it, REI has also had to pour a lot into its employees to achieve its current standing. Its good organizational and communication skills, as well as its core values and standards are a key part of its triumph in meeting and expanding its goals. Along with its dynamic and energetic culture, the formal and structured aspects of working at REI are made enjoyable in an original way, giving a new perspective to a person's job, and making it a great place to work & have fun.