It’s time to Embark
You’re the visionary. We’re the team behind you. Embark, a program developed in collaboration between REI Co-op Path Ahead Ventures and Founded Outdoors, is the place to launch your outdoor brand.
Applications will open May 19, 2025.
Launch Your Brand
Embark is a virtual, 3-month program designed to fuel new and aspiring entrepreneurs from Black, Indigenous, Latina/o/x, and Asian American and Pacific Islander (AAPI) communities as you build a path forward by offering the resources and guidance to turn early-stage ideas into viable businesses. Embark runs from September 4, 2025 to November 20, 2025. There is no program fee.
Not a great fit for Embark? Check out the Founded Outdoors Community or other Path Ahead Ventures Programs.
Developed in Collaboration
Structured, Hands-on Support
Community
The program nurtures meaningful collaboration among 20 early-stage entrepreneurs. Share learnings, find accountability partners, and motivate one another.
Guidance
Over the course of three months of workshops, fireside chats, and office hours, you’ll learn best practices from industry, startup, and domain experts. In addition, you’ll get valuable feedback on your business.
Financial Support
Participants are awarded $5,000 at the end of the program to invest in building your company and to support yourself as you dedicate more time to growing your business.
For New Entrepreneurs
✓ You have a business idea at the design or prototype stage and are serious about turning it into a company in the next six months OR you've started your company in the last year but haven't yet done manufacturing and have made less than <$20k revenue.
✓ You are building a product, service, or experience that inspires and equips people in their lives outside including gear, apparel, furniture, mobile app, website, e-commerce, retail, outdoor experience, service, food and beverage, skincare, etc.
✓ You identify as a person of color from the Black, Indigenous, Latina/o/x, Asian American and Pacific Islander communities.
✓ You are based in the United States (US Citizenship is not required) and you are at least 18 years old.
Not a great fit for Embark? Check out the Founded Outdoors Community or other Path Ahead Ventures Programs.
Designed to give you a strong business foundation.
The Embark Curriculum
Weekly Programming
Workshops
Tuesday 7-9 ET / 4-6 pm PT
(Required)
Live workshops on key company building skills and best practices
Office Hours
Wednesday, 5-7 ET / 2-4 pm PT (Optional)
Get feedback on your business from industry and domain experts
Peer Groups & Fireside Chats
Thursday, 7-8 ET / 4-5pm PT
(Required)
Each week you will alternate between learning from the stories and experiences of successful founders and industry experts & meeting with peers in your cohort.
2025 Timeline
May 19th
Applications open (and reviewed on a rolling basis)
Jun 18th
Applications due (11:59pm PT)
Jun 25th
Applicants are notified if they are invited to a 30-minute interview
Jul 11th
Founders are notified of their acceptance into the program
Sep 4th
Program starts with an in-person kick-off at REI HQ
Nov 20th
Program ends with a graduation event
30+ Mentors To Get You Started On The Right Path
Gloria Hwang, CEO & Founder Thousand
Alyssa Ravasio, CEO & Founder, Hipcamp
Todd Mendoza, Senior Innovation Prototyper, REI
FAQ’s
+ I have questions about the application. Who should I contact?
Please email pathaheadventures@rei.com or general@foundedoutdoors.com.
+ What are the key dates I should know?
May 19th - Applications open (and reviewed on a rolling basis)
June 18th - Applications due (11:59pm PT)
June 25th - Applicants are notified if they are invited to a 30-minute interview
July 11th - Founders are notified of their acceptance into the program
September 4th - Program starts with in-person kick-off at REI HQ
November 20th - Program ends with a Graduation event
+ I don't have an idea yet. Can I still apply?
No, you must have an idea to apply for this program. If you do not yet have a business idea, try this brainstorm exercise from Founded Outdoors, work on your idea, and apply next year!
+ I'm starting a non-profit. Is this program for me?
At this time, we're only working with founders who are building for-profit companies.
+ I’ve started a company already. Will I benefit from the program?
If your company is still in the early stages (pre large-scale manufacturing, doesn’t have more than $20k revenue, and/or has not raised institutional funding) and if you are excited about group learning and supporting your peers, we think you will find value in the curriculum and welcome you to apply.
+ I am a person with a disability, and I require accomodations to participate in this program. Can I apply?
For founders who require accommodations, please email general@foundedoutdoors.com.
+ I require language translation assistance. Can I still apply?
Unfortuantely, at this time we cannot support non-English speaking founders. If you have any questions, please email general@foundedoutdoors.com.
+ I have a co-founder. Can I apply with them?
Yes, if both you and your Co-Founder can make the time commitment, you both can apply. Please only submit one application and note that only one $5,000 grant will be awarded to the team. It is okay if your co-founder is not a member of one of the underrepresented communities listed above.
+ What is the criteria you will use to determine acceptance to the program?
We’re looking for founders or leaders who are from a historically underrepresented group and have relevant experience and expertise. We’re looking for a compelling product or clearly articulated solution in a category related to the outdoor sector. For more information on what to include in your application, check out this resource page.
+ Is the program virtual or in-person?
The Embark program kick-off will be in person at REI HQ in Issaquah, Washington from Thursday, September 4th to Saturday, September 6th. The remaining programming will be virtual. Workshops, office hours and fireside chats will be hosted on Zoom.
+ What is the time commitment?
You can expect to commit 10 hours a week to attending program sessions and working on your company. The program includes mandatory weekly workshops (2 hours a week), mandatory alternating fireside chats and peer groups (1 hour a week), and optional weekly office hours (1-2 hours a week), in addition to time spent working on your company outside of scheduled sessions.
+ What if I miss one week of the program?
We understand that unexpected things come up or you may have prior commitments. You are allowed to miss 1 of each type of weekly session (workshop, fireside chat, and peer group). We do expect you to watch the recordings of the workshops and fireside chats and to catch up on the work so that you can get the most benefit from the three month program.
+ What if I need to drop out of the program?
We totally understand that life events happen, so we encourage you to let us know if you need to take some time out. We expect you to do everything reasonably possible to complete the course. If you do have to drop out, you will not be eligible to receive the $5,000 grant.
+ What kind of mentorship will I have access to?
We bring in industry, startup, and functional mentors for fireside chats, panels, and office hours.
+ Do I have to pay for the program?
No, there is no cost to participate in the program.
+ Will I receive support after the program?
After completing Embark, participants will transition to the alumni network, where they will have access to further engagement and growth opportunities. This includes 3 months of office hours with the Founded Outdoors team. Alumni will also be invited to the Founded Outdoors Slack Community which has a membership of 450+ outdoor entrepreneurs from across the US.
+ Do you take equity?
No, we do not take equity or ownership in your company.
+ Do brands participating in Embark have better access to REI Co-op?
Through Embark participants will get to connect with and learn from REI team members across the Co-op. However, the Path Ahead Ventures team is separate from the merchandising teams who manage current vendor relationships and make purchasing decisions on behalf of REI.
About Us
REI Co-op’s Path Ahead Ventures accelerates success for founders of color by channeling the power and passion of the outdoor industry—supporting innovative ideas with mentorship, infrastructure, customer connections and capital investment. Because the industry should reflect the true diversity of people who love, protect and share life outside.
Founded Outdoors works with entrepreneurs from culturally and racially diverse backgrounds to break down barriers in the outdoor industry. When more people, from all walks of life, have the tools to build successful companies, a broader group of employees and consumers will feel heard, seen, and welcomed in the industry and in the outdoors.