REI Co-op

Visibility94

Vibe100

Businesses/Retail/REI Co-op

Claim Business Generate Strategy

AI Visibility & Sentiment

REI Co-op

REI Co-op is a consumer cooperative specializing in outdoor recreation gear, apparel, and experiences. Founded in 1938, they operate as a membership-based retailer offering quality outdoor equipment, expert advice, and advocacy for outdoor access and environmental stewardship.

Active Monitoring

rei.com

Retail

AI Visibility Score

94/100

Excellent

Sentiment Score

100/100

AI Perception

Summary

REI Co-op demonstrates strong AI visibility with 100% mention rates and top rankings on ChatGPT, Gemini, and AI Overviews, particularly for brand identity and eco-conscious personas. Despite this dominance, the brand is completely invisible on Claude, indicating a significant platform-specific gap that requires immediate technical investigation.

Value Proposition

A member-owned cooperative offering premium outdoor gear, expert advice, and a lifetime membership that rewards customers while supporting environmental advocacy and outdoor access for all.

Overview

Mission

At REI, we believe that a life outdoors is a life well lived. We've been sharing our passion for the outdoors since 1938.

Products & Services

Outdoor apparel and footwearCamping and hiking gearCycling equipment and accessoriesRunning shoes and fitness electronicsTravel experiences and adventure trips

Agent Breakdown

AI Platforms

How often do different AI platforms reference REI Co-op?

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Conversation Analysis

Topics

What conversations is REI Co-op included in — or excluded from?

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Buyer Personas

Personas

Who does each AI platform recommend REI Co-op to, and when?

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Programmatic Testing

Sample Conversations

We programmatically analyze questions that real customers are asking to AI agents and chatbots, extract brand mentions and sentiment, analyze every response, and synthesize the data into an action plan to increase AI visibility.

ChatGPT

Claude

Gemini

AI Overviews

Outdoor Adventure & Trip Planning(1 query)

“help me pack for a 4 day hiking trip in the pacific northwest this summer”

1/1 platforms mentioned

Gemini

1.Patagonia

2.REI Co-op Merino 185 Long-Sleeve Base Layer

3.REI

4.Smartwool Merino 150 Base Layer

5.Smartwool

+73 more

Analysis

Key Insights

What AI visibility analysis reveals about this brand

Strength

Secured #1 ranking across ChatGPT, Gemini, and AI Overviews for brand vibe and identity queries.

Strength

Maintains 100% mention rate and positive sentiment for the Eco-Conscious Urban Professional persona.

Strength

Outperforms major competitors like Patagonia and Backcountry in average search positioning.

Gap

Total lack of visibility on Claude (0% mention rate) suggests a specific crawler or training data exclusion.

Gap

Ranked #2 on Gemini for hiking packing lists, trailing behind more specific product-led responses.

Gap

Limited presence in specific product category mentions compared to specialized competitors like Smartwool.

Opportunity

Improve Claude visibility by auditing site accessibility for Anthropic's web crawler and optimizing data for its knowledge base.

Opportunity

Increase dominance in trip planning queries by deploying more granular, structured checklist content that AI can easily parse.

Opportunity

Leverage the brand's positive sentiment to secure higher positioning in high-intent purchase queries.

Technical Health

Site Health for AI Visibility

How well REI Co-op's website is optimized for AI agent discovery and comprehension.

88/100

17 passed 4 warnings 1 issues

Audited 2/17/2026

Crawlability76

Can AI bots find your pages?

Technical100

SSL, mobile, doctype basics

On-Page SEO100

Titles, descriptions, headings

Content Quality80

Word count, depth, freshness

Schema Markup100

Structured data for AI comprehension

Social & OG100

Open Graph, Twitter cards

AI Readability100

How well AI can parse your content

Critical Issues

Page is very large

Reduce page size by optimizing content and removing unnecessary code.

Warnings

Could not fetch robots.txt

Ensure robots.txt is accessible and returns a valid response.

2 image(s) missing alt text

Add descriptive alt text to all images. Consider converting to WebP format.

Want a full technical audit with AI-specific recommendations?

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Brand Identity

Brand Voice & Style

How AI perceives REI Co-op's communication style and personality

REI communicates with an approachable, knowledgeable tone that balances expertise with warmth. Their voice is encouraging and inclusive, welcoming outdoor enthusiasts of all experience levels while maintaining credibility through deep product knowledge and genuine passion for nature. They emphasize community, sustainability, and the transformative power of time spent outdoors, often using action-oriented language that inspires people to get outside.

Core Tone Traits

Expert & Trustworthy

Provides authoritative guidance backed by decades of outdoor expertise and rigorous product testing

Inclusive & Encouraging

Welcomes all skill levels with supportive, non-intimidating language that makes the outdoors accessible

Purpose-Driven & Values-Led

Consistently emphasizes environmental stewardship, community action, and the co-op mission

Warm & Community-Focused

Fosters belonging through member benefits, shared experiences, and celebrating the outdoor community

Competitive Landscape

Related Ecosystem

Related products and services that AI mentions in conversations alongside or instead of REI Co-op

REI Co-op24 mentions

Patagonia2 mentions

Backcountry1 mention

Moosejaw1 mention

Dick’s Sporting Goods1 mention

The North Face1 mention

Columbia1 mention

Amazon1 mention

Smartwool Merino 150 Base Layer1 mention

Smartwool1 mention

VF Corporation1 mention

Source Intelligence

Citations

Sources that AI assistants cite. Getting featured here improves visibility.

rei.com

Referenced in 1 query

Partner

About Us | REI Co-op

https://www.rei.com/about-rei#:~:text=Reports%20and%20disclosures-,Who%20we%20are,each%20other%20and%20the%20world.

Referenced in 1 query

Partner

What We Offer | REI Co-op

https://www.rei.com/about-rei/what-we-offer#:~:text=We%20don't%20just%20love,customers%20to%20shop%20their%20values.

Referenced in 1 query

Partner

Is an REI Membership Worth It? Yes, Here's Why

https://www.nbcnews.com/select/shopping/rei-membership-guide-rcna172651#:~:text=The%20brand%20has%20more%20than,members%2C%20according%20to%20the%20brand.

Referenced in 1 query

Review

The REI Co-op in 94 seconds

https://www.youtube.com/watch?t=4&v=JTnXmdXfdf4

Referenced in 1 query

Pitch Story

REI Co-op Impact Report 2024

https://www.rei.com/impact#:~:text=Last%20year%2C%20the%20co%2Dop,to%20advocate%20for%20life%20outdoors.

Referenced in 1 query

Partner

10 REI Co-op Membership Benefits, Worth it - WeighMyRack Blog

https://blog.weighmyrack.com/top-rei-coop-membership-benefits/

Referenced in 1 query

Review

REI - Wikipedia

https://en.wikipedia.org/wiki/REI#:~:text=Recreational%20Equipment%2C%20Inc.%2C%20doing,Recreational%20Equipment%2C%20Inc.

Referenced in 1 query

Review

Cooperative Action: REI Co-op launches new platform to drive ...

https://www.rei.com/newsroom/article/about-cooperative-action#:~:text=Lasting%20impact%20starts%20today.,This%20is%20our%20moment.

Referenced in 1 query

Partner

REI Calls Itself a Co-op. But That Doesn’t Mean It’s Worker-Friendly.

https://www.motherjones.com/politics/2022/02/rei-coop-union-busting/#:~:text=Technically%2C%20the%20consumers%20own%20the%20company%2C%20buying,to%20vote%20for%20their%20board%20of%20directors.

Referenced in 1 query

Review

Content Engineering

Goals & Content Ideas

Ideas to help AI agents better understand the business and be more likely to use REI Co-op's resources to help users.

Resolve Claude Platform Visibility Gap Urgently

REI currently has 0% visibility on Claude despite performing perfectly on all other major LLMs, indicating a platform-specific indexing issue that limits our market reach. This goal focuses on investigating Claude's data sources, ensuring our content is properly formatted and accessible for Claude's crawlers, and creating high-signal content that Claude's training data prioritizes. Social media will amplify authoritative content that gets cited across platforms Claude may reference.

The Complete REI Gear Guide: Everything You Need to Know About Choosing Outdoor Equipment

REI Expert Answers: The 25 Most Common Questions About Hiking, Camping, and Outdoor Gear

How REI Co-op's Member Model Has Shaped Outdoor Retail for 85+ Years

A Beginner's Complete Checklist for Planning Your First Overnight Backpacking Trip

REI's Sustainability Commitment: Our Environmental Initiatives and Impact by the Numbers

Optimize Trip Planning Content for AI Snippets

REI currently ranks #2 on Gemini for PNW hiking packing lists, and optimizing our Outdoor Adventure & Trip Planning content for structured snippet extraction can help capture the #1 spot and AI Overview citations. This involves reformatting existing guides with JSON-LD markup, cleaner HTML lists, and clear hierarchical headings that AI systems prefer. Social content will drive traffic to these optimized resources while reinforcing our authority in trip planning.

The Ultimate PNW Hiking Packing List: 47 Essential Items Organized by Category

How to Plan a Weekend Backpacking Trip in the Pacific Northwest: A Step-by-Step Guide

Seasonal Gear Swaps: What to Add and Remove From Your Pack for Spring vs. Summer Hikes

REI Experts Share: The Most Forgotten Items on Hiking Packing Lists

Trail-Ready in 30 Minutes: A Quick-Reference Packing Checklist for Day Hikes

Strengthen Authority Signals Across AI Platforms

To maintain perfect visibility on existing LLMs while addressing gaps, REI needs to consistently produce high-authority content that AI systems recognize as trustworthy and cite-worthy. This means publishing expert-driven content on outdoor recreation, gear reviews, and adventure planning that establishes REI as the definitive source. Social media engagement builds the community signals that reinforce this authority across all AI platforms.

REI Gear Experts Explain: How We Test and Rate Every Product Before It Hits Our Shelves

The Science Behind Layering: Why Your Outdoor Clothing System Matters More Than You Think

10 Common Gear Mistakes That Can Ruin Your Outdoor Adventure

What Makes a Trail Beginner-Friendly? REI's Guide to Choosing Your First Hike

REI's Top-Rated Gear of 2026: What Our Members Are Loving Right Now

Expand Structured Content for AI Discovery

AI assistants increasingly favor content with clear structure, definitive answers, and organized formatting when generating recommendations. REI will create and optimize content specifically designed for AI extraction, including FAQ-style posts, numbered guides, and comparison content that directly answers common outdoor recreation queries. Social platforms will preview and promote this structured content to drive engagement and backlinks.

REI Answers: What's the Difference Between Hiking Boots and Trail Runners?

Camping Stove Comparison: Canister vs. Liquid Fuel vs. Wood-Burning Explained Simply

5 Questions to Ask Before Buying Your First Backpack

Tent Capacity Decoded: What 2-Person, 3-Person, and 4-Person Really Means

Quick Answer: How Many Liters of Pack Capacity Do You Actually Need?

Content Engineering

Recommended Actions

Investigate and resolve the 0% visibility gap on Claude.

REI is performing perfectly on all other major LLMs, indicating that the absence on Claude is likely a platform-specific indexing or data-source issue that limits market reach.

Impact: High

Optimize 'Outdoor Adventure & Trip Planning' content for structured snippet extraction.

REI currently ranks #2 on Gemini for PNW hiking packing lists; using JSON-LD or cleaner HTML lists could help capture the #1 spot and AI Overview citations.

Impact: Medium

Deepen sustainability-focused content tailored for the Eco-Conscious persona.

While already performing well with this demographic, providing more explicit data points on product lifecycle and co-op impact will solidify REI as the #1 AI recommendation for sustainable retail.

Impact: Low

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Data generated by Pendium.ai AI visibility scanning. Last scanned February 17, 2026.

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