Purpose, Vision, Principles and Values

fostering greatness

We believe time together outdoors is priceless

Elevating every moment outdoors

To be the trusted leader in premium outdoor recreation

Our unyielding pursuit of greatness and unwavering commitment to quality drive everything we do.

Our empowered employees and unique team culture create superior value and accelerate growth.

Our consumer-centric design and thoughtful technology delight customers as they travel, live, work and play.

Our care for our customers and the outdoors enables the most seamless, joyful experiences.

• Operate with integrity and trust
• Live the Code of Conduct
• Take ownership and be accountable

• Focus on safety — always
• Be inclusive, with respect for all
• Support our communities and our environment

• Deliver winning results
• Focus on our customers and stakeholders
• Continuously innovate and improve