REI

So here's the thing about REI-it's kind of the outdoor industry's best-kept secret that everyone already knows about. Founded back in 1938 by a couple of climbers who just wanted decent gear without breaking the bank, it's grown into this massive co-op with over 24 million members. Yeah, you read that right. It's actually a co-op, which means when you drop that $30 lifetime membership fee, you're not just a customer-you're technically an owner. And that's where things get interesting.

The membership model is pretty genius, honestly. You get 10% back annually on most full-price purchases (they call it the Co-op Member Reward), plus you can return stuff within a year if it doesn't work out. A whole year. Most retailers give you 90 days if you're lucky. Members also get access to classes, discounts on bike and ski shop services (20% off, which adds up fast), and early access to sales. But here's what really sets REI apart: they close on Black Friday. Every single store. They started this #OptOutside campaign in 2015, basically telling everyone to go outside instead of shopping, and it became this whole movement. Over 14 million people have used that hashtag on Instagram alone.

The stores themselves are pretty impressive. With 195 locations across the U.S., most are these sprawling spaces packed with everything from ultralight backpacking gear to kayaks you can test in an indoor pool (some locations have climbing walls too). They carry all the big names-Patagonia, The North Face, Arc'teryx-but their own REI Co-op brand is surprisingly solid and way more affordable. And if you're not sure about dropping serious cash on a tent or sleeping bag, they rent gear, which is clutch for people just getting into camping or trying something new.

But it's not all sunshine and trail mix. REI's been dealing with some financial headwinds lately-they reported over $300 million in losses recently-and they've had to crack down on their famously generous return policy. In late 2024, they banned about 4,800 members (roughly 0.02% of their base) from making returns after what they called "clear abuse" of the policy. Some folks were returning heavily used gear years after purchase, basically treating REI like a free rental service. The backlash was real, especially since there wasn't much warning, but most people get it. You can't have nice things if people keep taking advantage.

What's cool is how seriously they take the whole outdoor stewardship thing. REI donates millions annually to conservation efforts, and with every new membership, they kick $5 to the REI Cooperative Action Fund, which supports nonprofits working on outdoor equity and access. They're also pushing sustainability hard-many stores have gone bag-free, and their Re/Supply program lets members trade in used gear for store credit, then resells it at a discount. It's basically REI's version of circular economy, and it actually works pretty well.

The vibe in stores is usually pretty chill. Employees tend to be actual outdoor enthusiasts (not always, but often enough), so you can get legit advice on whether you need a 20-degree or 30-degree sleeping bag for that fall camping trip. And if you're into it, they offer classes on everything from backcountry navigation to bike maintenance. Some locations even organize group hikes and outings, which is a nice way to meet people who won't judge you for owning five different water bottles.

One thing worth noting: REI isn't always the cheapest option. You'll often find better deals online or at discount retailers, especially during off-season sales. But the membership dividend, return policy, and in-store expertise can make up for that premium. Plus, there's something to be said for supporting a co-op that actually seems to care about getting people outside and protecting the places we all love to explore.