Overland Expo

What Overland Expo does

Overland Expo is a privately held U.S. event series founded in 2009 by Jonathan and Roseann Hanson in Prescott, Arizona, and now owned by Emerald X, LLC. The company organizes five annual regional events — SoCal (Costa Mesa, CA), West (Flagstaff, AZ), Pacific Northwest (Redmond, OR), Mountain West (Loveland, CO), and East (Arrington, VA) — aimed at DIY adventure travel enthusiasts, 4-wheel-drive owners, and adventure motorcyclists. Each multi-day gathering combines a large vendor expo (hundreds of exhibitors selling vehicles, gear, recovery equipment, and camping supplies), hundreds of hours of classes and demonstrations, hands-on training courses, an Overland Film Festival, and community programming.

The company monetizes through four primary streams: direct ticket sales (general admission plus camping and experience add-ons), exhibitor and sponsor registration fees, premium Overland Expo Training packages ($250-$350 per vehicle), and adjacent revenue from a branded gear shop (Pistol Drive Gear) and affiliate commissions generated through The Compass content hub. Supporting sub-brands include the Ultimate Overland Vehicle Build, Ultimate Overland Motorcycle Build, Overland Sourcebook, and Overland Industry Report. The Overland Expo Foundation, a nonprofit-affiliated entity, issues grants to conservation and veteran-focused organizations.

Go-to-market is event-driven and direct: tickets, exhibitor registration, and training are sold through overlandexpo.com; year-round engagement is sustained through The Compass editorial platform, social channels (Facebook, Instagram, YouTube, LinkedIn), an email newsletter, and a social ambassador program. The technology footprint is non-proprietary, relying on standard CMS, e-commerce, and event-registration tooling rather than a custom platform. Headcount sits at 11-50 employees, and revenue is not publicly disclosed.

Name

Overland Expo

Legal name

Emerald X, LLC

Website

https://overlandexpo.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Overland Expo, founded in 2009 and owned by Emerald X, LLC, produces five annual regional adventure-travel events across the U.S. — combining large vendor expos, hands-on training, film festivals, and educational programming for 4x4 enthusiasts and adventure motorcyclists, monetized through tickets, exhibitor fees, training, gear sales, and content affiliates.

Ownership category

akta.pro rank

Product category

Adventure Travel Events

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Auto, Boat & RV Shows (MPAGAFAC)

akta.pro secondary industry

Transportation, Logistics & Mobility Shows Organizers (THAHABAL)

Keywords

• Adventure travel events
• Overlanding education
• Off-road driver training
• Outdoor recreation expos
• Vehicle-based travel

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Supply Chain, Others

Revenue model

1. Event Tickets: Direct ticket sales for multiple regional events including SoCal, West, PNW, Mountain West, and East. Includes various pass tiers such as general admission, camping passes, and premium experiences.
2. Exhibitor & Sponsor Fees: Revenue from vendors and brands renting exhibition space and sponsoring event features such as pavilions and special areas.
3. Affiliate Marketing: Overland Expo earns affiliate commissions when readers purchase products through links on their website, particularly through The Compass content platform.
4. Gear Shop: Sale of branded merchandise including hats, shirts, outerwear, and accessories through Pistol Drive Gear.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Overland Expo operates a multi-region event series for do-it-yourself adventure travel enthusiasts, hosting five annual events across the United States with hundreds of educational sessions, vehicle training courses, vendor expos, the Overland Film Festival, and related showcase builds. Supporting the events are The Compass digital content platform, hands-on driver training programs, branded merchandise, and the affiliated Overland Expo Foundation that issues grants to conservation and veterans causes.

Product overview

Overland Expo is the world's premier event series for do-it-yourself adventure travel enthusiasts, featuring five regional events (SoCal, West, PNW, MTN West, and East) held annually across the United States. The core offering centers on the event series itself, which includes hundreds of educational sessions, hands-on training, vendor expos, and community activities. Supporting products include The Compass digital content hub for overland news and gear reviews, Overland Expo Training (with Thursday and Friday/Saturday 1:1 options) for hands-on driving instruction, the Overland Film Festival for documentary showcases, and sub-brands like Ultimate Overland Vehicle Build and Ultimate Overland Motorcycle Build for showcase builds. Additional offerings include the Overland Expo Gear Shop (merchandise), Overland Sourcebook (industry guide), Overland Industry Report (market insights), and the Overland Expo Foundation (non-profit grants). The product portfolio is unified around the event experience, with complementary content, training, and community engagement platforms.

Differentiator

Problem solved

Functional benefit

Brands

• The Compass: A digital hub for all Overland Expo content including gear reviews, news, how-to articles, field notes, trips & trails, industry spotlights, community spotlights, and ultimate builds.
• Overland Expo Training
• Overland Sourcebook
• Overland Industry Report
• Overland Newsletter
• Overland Film Festival

Products and services

• Overland Expo Events The world's premier event series for do-it-yourself adventure travel enthusiasts, with five annual regional events (SoCal, West, PNW, Mountain West, East) across the United States featuring hundreds of educational classes for 4-wheel-drive and adventure motorcycle enthusiasts, inspirational speakers, the Overland Film Festival, vendor expos, and demonstrations.
• The Compass Year-round digital content hub featuring gear reviews, how-to articles, field notes, trips & trails, industry spotlights, community spotlights, ultimate builds, and overlanding news for enthusiasts between annual events.
• Overland Expo Training Hands-on driving course instruction and premium classroom education led by world-class instructors for overlanders of all skill levels, with separate Thursday-only and Friday/Saturday 1:1 tiered training sessions covering vehicle setup, recovery techniques, and backcountry skills.
• Overland Film Festival Film festival showcasing inspirational documentaries about vehicle-based travel adventures with exceptional storytelling and world-class cinematography, integrated into the broader Overland Expo event programming.
• Ultimate Overland Vehicle Build Annual showcase featuring a custom-built ultimate overland vehicle with aftermarket upgrades supplied by partner manufacturers, displayed as a centerpiece of Overland Expo events.
• Ultimate Overland Motorcycle Build Annual showcase featuring a custom-built ultimate overland motorcycle with specialized adventure travel modifications, displayed as a centerpiece at Overland Expo events.
• Overland Expo Gear Shop E-commerce storefront under Pistol Drive Gear selling branded Overland Expo merchandise including hats, shirts, outerwear, and accessories.
• Overland Expo PNW Education Programs Standalone-themed educational programming blocks at Overland Expo PNW, including the Backcountry & Culinary Pavilion, Women Who Wander, Roundtable Pavilion, Storytelling Pavilion, and Learning Lab with hands-on skill-building sessions.

Quantifiable outcome

• 6000+ attendees at single events with representation from up to 18 countries
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor and core.

• MohabminorGTM or Marketing Partner · 14 March 2026New outdoor adventure gear company sponsoring Overland Expo SoCal 2026 as part of North American launch, showcasing innovative mobile habitat products including the PROVIS Grill and Table.
• Fox Bravo OverlandcoreOthers · 5 March 2024Foundation awarded $5,000 toward Heroes Night Out expedition for 24 veterans/first responders. Founded 2011 by veterans helping each other heal through overland adventures.
• Team OverlandcoreOthers · 5 March 2024Foundation awarded $3,200 for Guided Overland Adventures serving veterans. Founded 2015, 100% volunteer-run organization providing free guided trips across Pacific Northwest.
• Vox UnitedminorOthers · 5 March 2024Foundation awarded $5,000 for Overland & Water Project to refurbish five non-functioning wells in central Mozambique communities.
• Rally for RangerscoreOthers · 4 March 2024Foundation awarded $10,000 to support indigenous conservation for Northern Cheyenne and Oglala-Sioux tribes and Black Hills National Forest trails. Project of Mongol Ecology Center.
• TEAM WildlandersminorOthers · 4 March 2024Foundation awarded $5,000 for BigFoot Outpost program reaching adventurers at trailheads with conservation education, trash bags, and services.
• Tread Lightly!coreOthers · 4 March 2024Foundation awarded $15,000 for Tread Lightly! Overland Expo Foundation Stewardship Projects. Non-profit promoting responsible motorized outdoor recreation.
• Rucker KnivesminorGTM or Marketing PartnerSponsors the Backcountry & Culinary Pavilion at Overland Expo PNW 2026, supporting cooking and culinary programming.
• Comeup WinchminorGTM or Marketing PartnerSponsor of Overland Expo Training program, providing winching and recovery equipment demonstrations and education.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SHOTT Show (NSSF): SHOT Show is the largest firearms, hunting, and outdoor products trade show in the U.S., with a multi-day expo, education sessions, and hundreds of exhibitors—directly comparable in event format to Overland Expo's expos.
• SEMA Show: SEMA Show is the premier automotive specialty products trade event, drawing hundreds of exhibitors and tens of thousands of attendees focused on vehicle customization, off-road, and aftermarket parts—a comparable consumer/exhibitor trade show model centered on enthusiast vehicles.
• Outdoor Retailer: Outdoor Retailer is the leading B2B and consumer-facing trade show for the outdoor recreation industry, featuring exhibits, education, and networking around outdoor gear and apparel—directly comparable to Overland Expo's expo format and exhibitor-driven revenue model.

Others

• Adventure Travel Trade Association: ATTA is the industry's trade association supporting adventure travel operators, tour providers, and media; they run their own event (Adventure Travel World Summit) that intersects Overland Expo's audience of adventure travel consumers and operators.

Emerging players

• Overland Journal: Overland Journal is the original print and digital media brand dedicated to worldwide overland travel, overlapping with Overland Expo's content library and audience of overlanding enthusiasts.
• Expedition Overland: Expedition Overland is a multi-platform overlanding media brand (web series, content, tours) that overlaps directly with Overland Expo's audience, content themes, and overlanding enthusiast community.
• Easter Jeep Safari (Red Rock 4-Wheelers): Easter Jeep Safari is a long-running consumer off-road vehicle event in Moab, UT, featuring trail rides, vendor expos, and community gatherings—comparable to Overland Expo as a regional enthusiast off-road event.

Broad incumbents

• Bass Pro Shops / Cabela's (Outdoor Events): Bass Pro/Cabela's operates large-scale consumer outdoor expos and store-based events that attract a comparable outdoor recreation, hunting, and off-road enthusiast audience with similar exhibitor and entertainment-driven formats.
• REI Co-op: REI is a major outdoor retailer that runs in-store and on-trail educational events and classes, serving the same outdoor adventure enthusiast base with overlapping content, training, and community programming.
• 4 Wheel Parts (Performance Off-Road Retailer): 4 Wheel Parts is a nationwide retailer of off-road and overlanding vehicle parts that runs its own consumer events and activations—a comparable exhibitor-overlap competitor serving the same 4x4 enthusiast market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/OverlandExpo
• Facebookfacebook.com/overlandexpo
• LinkedInlinkedin.com/company/overland-expo
• Instagraminstagram.com/overlandexpo
• Xx.com/OverlandExpo

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Overland Expo