About

We are a group of dynamic, dedicated outdoor professionals from diverse backgrounds and interests. As a group, we have been all over the world for a variety of outdoor pursuits.

We have been to 26,000′ on Everest, and climbed for 60 straight hours to put up one of the hardest climbs on Denali. We’ve run raging whitewater rivers, and paddled serenely through wilderness areas across North America. We’ve run Rim-To-Rim at the Grand Canyon, and been in too many triathlons, marathons, and bike races to count.

We’ve guided clients for the biggest fish on the biggest salt-flats of the Gulf Coast, gotten them up the biggest mountains in the world, and packed gear on horses to take dudes on three-week-long pack trips into Wyoming’s Wind River Range. We’ve slept with Bigfoot, had close encounters with Star People, been bitten by rattlesnakes, and returned from impossibly long climbs only to find that all of our bivy gear was stolen. We’ve been to every continent, or at least just about….(Hey, we’re working on it…)

About our name: “Pemba” was a yak-herder on the Wyoming Centennial Everest Expedition. He was an all-around good guy, gracious, and very helpful. His name means “The Faithful One,” “Saturday,” and “The One Who Will Not Fail.”

Early on in our business, we realized that being a sales rep in the outdoor industry wasn’t about being a generic noun such as “Services,” or “Associates.” (Not that there’s anything wrong with these names…) We feel that what we do on a day-to-day basis is an active verb, and the one we chose is what we do mostly: “Serves.”

Board of Directors

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Jeff Weidman: Minister War and Charity

Jeff Weidman is an industry veteran with over 30 years of professional experience. During his tenure in the industry, Jeff has worn many different hats with complete authority: He has been a retail shop manager, buyer, rep, and store owner. He worked for years for Erehwon Mountain Outfitters, was a rep for lines such as Yakima, Cascade Designs, JanSport and many others, and most recently was co-owner of Rutabaga Paddlesports here in Madison, WI. Jeff is currently completing a term on the board of the Outdoor Industry Association, and also recently began serving on the board of the Big City Mountaineers. More…

Tom McMahan: Minister of FUN!
As a rep, Tom represented such brands as The North Face, Montbell, Mountain Hardwear, Vasque and Asolo. He was a Charter Member of the Outdoor Rep Association, serving as president and board member for many years. He also co-founded and directed the ORA Campership Fund, which has helped send hundreds of kids to summer camp. Tom was also a long time member and served on the board of MWSRA. More…