Recreational Equipment Incorporated (REI) is a company that does much more than produce high-end equipment for experiencing the outdoors. Not only does this company have a unique and almost unheard of dedication to its values ​​and purpose, but it also manages and leads its employees with great wisdom and skills both common and exclusive to successful organizations. Although sporting goods like Big 5 and Dick's Sporting Goods are more common, what goes on "behind the scenes" at REI is more than enough reason to favor it over its competitors. And that's not even the whole of his superiority! REI began its thriving momentum in the 1930s thanks to the pioneers of Lloyd and Mary Anderson. After undertaking an unreasonably difficult search simply to purchase a reliable ice axe, Lloyd Anderson and his wife decided to form a cooperative group to produce and sell outdoor equipment. Six years after REI was founded in 1938 (by the Andersons and 21 of their fellow outdoorsmen), the cooperative got its first retail location: a few shelves at a Seattle gas station. Today, approximately 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. Moving from equipment such as traditional water-absorbing tents to the camping gear they sell today, REI is an innovative cooperation that claims to do its best to equip its customers well. Why was he so successful? Perhaps the biggest reason is that she has remained passionately dedicated to her purpose: “To inspire, educate, and equip for a life of outdoor adventure and stewardship.” » From instruction to volunteering... middle of paper ...... inspiring employees to participate in outdoor fun, to reinforcing REI's core values ​​of authenticity and integrity, it's clear that the company succeeds management. Well-led employees are more productive employees and more motivated to do their jobs (O'Hair 157-159). As a leader who successfully embraces its cause of loving the outdoors and allowing others to experience it, REI has also had to invest heavily in its employees to reach its current position. His good organizational and communication skills, as well as his core values ​​and standards are a key element of his success in achieving and expanding his goals. Alongside its dynamic and energetic culture, the formal and structured aspects of working at REI are made enjoyable in original ways, giving a new perspective to a person's work and making it a great place to work and play..