Vista Outdoor Inc., the parent company of Simms Fishing Products and other brands that design, manufacture, and market sporting and outdoor lifestyle products to consumers around the globe, recently announced the name and identity of its outdoor products segment following a planned separation. The outdoor products segment will be named Revelyst Inc., and the company will trade on the New York Stock Exchange under the ticker symbol “GEAR” once the separation is complete.
Revelyst is a collective of category-defining maker brands transcending the boundaries of precision, performance, and protection. Brands in the Revelyst portfolio are known for their meticulous craftsmanship and a steadfast obsession with creating products and technologies that support consumers in a wide range of pursuits. Revelyst’s purpose is to harness this collective expertise and cross-collaboration to pursue new innovations that redefine what is humanly possible in the outdoors.
The company’s new name is a blended word that combines “revel,” to experience with abandon, and “catalyst,” an unwavering source of transformation. Revelyst captures the company’s ethos of helping consumers become their best while serving as a catalyst for memorable experiences through performance gear and precision technologies, said the company in a statement.
“We are excited and proud to introduce Revelyst to the world,” said Eric Nyman, CEO of Revelyst. “Revelyst is a collective of maker brands united by an obsession with craftsmanship, a consumer-first culture, and helping people achieve their greatest outdoor aspirations. We will leverage operational expertise, shared financial resources, and cross-collaboration to deliver products and technologies that support consumers in wide ranges of pursuits. While today we are best known by the innovations that we make, our journey to becoming the greatest house of brands in the outdoor industry is focused on the wildly human experiences that we make possible.”
Revelyst unveiled its branding to employees Oct. 5, including a video explaining the name and the company’s purpose, vision, and brand pillars. To watch the launch video, visit www.revelyst.com.
Revelyst’s portfolio of brands, including Fox, Bell, Giro, CamelBak, Camp Chef, Bushnell, Simms Fishing, Foresight Sports, and Bushnell Golf, will be led by a consumer-first culture, digital excellence, consumer insights and analytics, omni-channel relationships, operational expertise, and shared financial resources. Revelyst (www.revelyst.com) will immediately be a leading provider of performance gear and precision technologies around the globe. The company will serve consumers in a diverse and fast-growing set of categories, representing an estimated $15 billion domestic market in its core, with an estimated total global addressable market that exceeds $100 billion.
Revelyst will be led by Nyman, who began as CEO of the segment Aug. 21, and a dedicated management team. The company will be well positioned to deliver sustainable and profitable growth to shareholders. Revelyst’s capital allocation strategy will prioritize organic growth and internal investment in new product development, marketing, and expanded e-commerce and international sales, opportunistic share repurchases, and strategic acquisitions of outdoor businesses in existing and adjacent spaces. Revelyst will employ 2,900 people across multiple locations.
Pilot Inc., of Boston was the design and branding agency of record for Revelyst.
