Listening, Learning and Leading: What We Heard From Members

Our members are the heart of everything we do. Earlier this year, we launched our first modern member survey—a chance to hear directly from the people who shape our community and fuel our mission. We received thousands of responses, and the feedback was candid, passionate and deeply insightful. Today, we’re sharing what we learned—and how it’s helping to guide our path forward. 

The good news: The overwhelming majority of members have a positive perception of the co-op. You told us you value our knowledgeable staff, high-quality gear, generous return policy and the unique atmosphere of our stores. Many of you also highlighted the annual member reward as a particularly meaningful benefit. 

But we also heard we have clear opportunity to improve as we look to the future.  

We heard loud and clear a desire for the co-op to “stay true to its roots” and continue offering functional outdoor gear alongside casual and lifestyle products. Others expressed a desire for more in-person services, such as rentals, repairs and classes. Some expressed concerns around our shared co-op values. Others had questions about our position on labor. Finally, many want to see more affordable gear and better product availability—especially in our stores.  

We’re committed to facing these challenges head-on and working toward a future where the co-op can grow and thrive. Membership—and a commitment to listening to our members—will remain central to that future.  

This isn’t a one-time conversation. It’s the beginning of a deeper dialogue with our members—one that will shape the future of REI Co-op. 

The feedback gathered in our Member Survey has helped shape our long-term strategic plan, which we’ll be sharing in the coming days. While we anticipate this will be a multi-year journey, we’re proud of our initial steps.  

As we move forward, we’ll continue to prioritize what matters most to you. 

Thank you for being part of this journey. We’re proud to be your co-op—and we’re excited to build what’s next, together. 

About the REI Co-op