Wide Open
Wide Open Baja operates guided off-road driving adventures in purpose-built $100,000+ Baja Challenge race cars from Cabo San Lucas and Ensenada, Mexico, serving adventure tourists, corporate groups, and amateur racers with half-day to multi-day packages and turnkey SCORE race programs.
- Company typePrivate
- Founded1997
- HeadquartersReno, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Wide Open does
Wide Open (legally operating as "Wide Open Baja") is a private adventure tourism company founded in 1997 that provides guided off-road driving experiences on the Baja California Peninsula in Mexico. The company operates a fleet of purpose-built "Baja Challenge" open-wheel race cars — 2.5-liter fuel-injected vehicles with manual transmission, capabilities exceeding 90 mph, and a fleet value exceeding $100,000 per unit. Each car is equipped with Lowrance GPS units for odometer-based turn-by-turn navigation and integrated radio systems linking drivers to professional guide vehicles. Since 2000, more than 121 of these Baja Challenge cars have successfully completed the SCORE Baja 1000, one of the most established finish records for any single off-road vehicle platform in the event.
The company's product portfolio spans half-day introductory drives (e.g., Taste of Cabo at $1,040 per car), full-day experiences ($3,400 per car), multi-day 3- and 4-day expeditions from San Diego ($7,440–$10,400 per person, double occupancy), and turnkey all-inclusive race programs for SCORE-sanctioned events (Baja 500, San Felipe 250, Baja 1000). Operations are anchored at two destination bases — Ensenada in Baja North and Cabo San Lucas in Baja South — with a US departure/logistics point in San Diego. Wide Open serves three primary customer segments: (1) adventure-seeking leisure tourists booking via the website or third-party platform FareHarbor, (2) corporate groups of up to 24 participants for team building and incentive travel, and (3) amateur and semi-professional racers purchasing bundled race entries.
Go-to-market is predominantly direct-to-consumer, supported by TripAdvisor and Facebook review aggregation, branded Instagram campaigns (#YouDrive, #WeGuide), and a dedicated corporate rewards sales motion handled through inquiry forms and Adventure Consultants. Wide Open is a privately held, founder-operated business with no disclosed institutional investment, no management team information publicly available, and no recent leadership changes on record. Key commercial partners include equipment sponsors BFGoodrich, Raceline Wheels, Lowrance, and Fox Shocks, plus accommodation and dining partners (Horsepower Ranch, Mike's Sky Rancho, 7 Crowns Hotel, Hotel Paradise, El Faro Beach Club, El Indo Steak House).
Wide Open firmographics
Firmographics- Name
- Wide Open
- Legal name
- Wide Open Baja
- Website
- https://wideopenbaja.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Wide Open Baja operates guided off-road driving adventures in purpose-built $100,000+ Baja Challenge race cars from Cabo San Lucas and Ensenada, Mexico, serving adventure tourists, corporate groups, and amateur racers with half-day to multi-day packages and turnkey SCORE race programs.
- Ownership category
- akta.pro rank
Wide Open industry classification
Industry- Product category
- Adventure Tourism & Off-Road Experiences
- NAICS
- Tour Operators (56152), Scenic and Sightseeing Transportation (487), Scenic and Sightseeing Transportation, Other (4879)
- SIC
- Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Off-Road & Overland Adventure Tour Operators (4x4, ATV/UTV) (THAAADAF)
- akta.pro secondary industries
- Off-Road & Motorsports Adventures (ATV/UTV, Dirt Bike, Dune Buggy) (THAJABAI), Motorized Adventure Rentals & Guides (ATV/UTV, Snowmobile, Dirt Bike) (THAAALAJ), Guided & Packaged Motorcycle / Powersports Rental Tours (THADAHAL)
Keywords
Where Wide Open is headquartered
LocationHeadquarters
- HQ city
- Reno
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Wide Open business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Adventure Tours: Wide Open generates revenue through per-car and per-person pricing for various off-road driving experiences in Baja, Mexico. Tours range from half-day experiences (3-5 hours) to multi-day excursions (3-4 days). Pricing varies by tour type: half-day experiences start at $1,040 per car, full-day experiences at $3,400 per car, and multi-day adventures at $7,440-$10,400 per person. The company also offers all-inclusive racing packages for SCORE off-road events (Baja 500, San Felipe 250, Baja 1000) that include vehicle prep, race fees, fuel, crew, and accommodations. Multi-day tours include additional revenue from accommodations, meals, and transportation services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Taste of Cabo - Half-Day Experience |
| Unit Pricing | Pay-as-you-go | Cabo Lunch Run - Full Day |
| Unit Pricing | Pay-as-you-go | Ensenada Half-Day Challenge |
| Unit Pricing | Pay-as-you-go | Ensenada Full-Day Adventure |
| Unit Pricing | Pay-as-you-go | 3-Day Ensenada Adventure |
| Unit Pricing | Pay-as-you-go | 4-Day Ensenada Adventure |
| Unit Pricing | Pay-as-you-go | All-Inclusive Racing Program |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Wide Open product offering
Product offeringCore offering
Wide Open operates guided self-drive off-road adventure experiences in a fleet of purpose-built $100,000+ Baja Challenge race cars across the Baja California Peninsula, with tours ranging from 3-hour introductory sessions to 4-day multi-day excursions. The company sells per-car and per-person tour packages departing from Cabo San Lucas and Ensenada, plus turnkey all-inclusive racing programs for official SCORE events (Baja 500, San Felipe 250, Baja 1000). Corporate group bookings for team building and incentive programs are handled through a dedicated corporate rewards program accommodating up to 24 participants.
Product overview
Wide Open is an off-road adventure tour company operating since 1997 that provides guided and self-driven experiences in purpose-built Baja Challenge race cars across the Baja California Peninsula. The company offers a portfolio of tour experiences ranging from 3-hour Taste of Cabo sessions to multi-day adventures spanning 3-4 days, as well as turnkey racing programs for participating in official SCORE off-road races. Experiences depart from two primary locations (Cabo San Lucas and Ensenada) and include day trips, multi-day excursions with accommodations, corporate events, and all-inclusive race entry packages. The core product is the Baja Challenge Car, a $100,000+ purpose-built off-road race vehicle with manual transmission that guests drive themselves under guide supervision.
Differentiator
Problem solved
Functional benefit
Products and services
- Baja Challenge Car Experience Self-driven open-wheel off-road race car experience in which guests pilot purpose-built $100,000+ Baja Challenge vehicles over challenging Baja California, Mexico terrain. Vehicles have manual transmission and a top speed exceeding 90 mph.
- Taste of Cabo
Companies that use Wide Open
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Wide Open technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Wide Open partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- BFGoodrichcoreBFGoodrich provides tires for Wide Open Baja Challenge race cars. Featured as a sponsor with logo placement on the Wide Open website, indicating a valued equipment partnership for off-road racing applications.
- Raceline WheelscoreRaceline Wheels provides wheels for Wide Open Baja Challenge race cars. Featured as a sponsor with logo placement, indicating a key equipment supplier relationship.
- LowrancecoreLowrance provides GPS navigation units installed in each Baja Challenge car. The GPS units use odometer readings to relay turn information and terrain cautions from guides to drivers. Featured as a sponsor.
- Fox ShockscoreFox Shocks provides suspension components for Wide Open Baja Challenge race cars. Featured as a sponsor with logo placement on the Wide Open website.
- SCORE InternationalcoreSCORE International sanctions the Baja 1000, Baja 500, and San Felipe 250 races in which Wide Open facilitates participant entry through their turn-key all-inclusive racing program. Wide Open has operated race programs for SCORE events since 1997.
- Horsepower RanchcoreHorsepower Ranch serves as a key accommodation partner for multi-day Ensenada tours, featuring resort guest rooms and the starting point for Baja Challenge car introductions and driver meetings.
- Mike's Sky RanchocoreMike's Sky Rancho is a legendary off-road racer haven since 1966, serving as an overnight destination on multi-day tours with rustic accommodations, pool, bar, and family-style dinners. Located 25 miles into remote Baja terrain.
- 7 Crowns Hotel (La Paz)minor7 Crowns Hotel in La Paz serves as accommodation for multi-day Cabo adventures, located in the heart of downtown with easy access to boardwalk and dining.
- Hotel Paradise (La Paz)minorHotel Paradise on the outskirts of La Paz serves as accommodation for the third night of 4-day Cabo adventures, offering relaxation and refreshments.
- El Indo Steak House (San Felipe)minorEl Indo Steak House in San Felipe is the dinner destination on the second night of Ensenada multi-day tours, featuring mesquite-grilled dinners.
- El Faro Beach Club (Todos Santos)minorEl Faro Beach Club in Todos Santos is the lunch destination for Cabo day tours and multi-day adventures, offering oceanfront dining experiences.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Wide Open competitors and assessment
Company assessmentBroad incumbents
- SpeedVegas: Las Vegas-based premium driving experience venue with exotic, race, and off-road formats. Comparable to Wide Open on high-end customer segment, premium pricing, and the 'drive a real race car' value proposition.
- Exotics Racing: Premium driving-experience operator in Las Vegas offering exotic and race-car experiences. Comparable to Wide Open on the experiential high-performance-vehicle and guided driving-event model, though track-based rather than desert off-road.
- Polaris Adventures: OEM-backed network of off-road and powersports tour/rental outfitters across multiple geographies. Comparable to Wide Open on the off-road guided experience category, with broader geographic and vehicle-type coverage.
- Camelback Adventures: Arizona-based off-road desert adventure experience operator offering guided UTV/Jeep tours. Comparable to Wide Open on the desert off-road guided-tour format, though in a different geography and with broader activity mix.
Direct peers
- Cabo Adventures: Largest adventure tour operator in Los Cabos offering off-road, ATV, and other Baja-based experiences. Directly comparable to Wide Open in terms of geography, customer base (tourists visiting Cabo), and adventure experience product.
- Sedona Jeep Tours: Specialist off-road guided experience operator in the Sedona red-rock desert. Comparable to Wide Open on the customer premise of paying a premium to drive/guide a vehicle through dramatic desert terrain.
- Pure Adventure Los Cabos: Off-road and UTV tour operator based in Cabo San Lucas. Overlaps directly with Wide Open's Taste of Cabo / Cabo Lunch Run products in geography, customer segment, and guided off-road vehicle format.
- Migues Los Cabos: Cabo-based off-road adventure tour operator running UTV and ATV experiences in desert terrain. Comparable to Wide Open on Baja geography, off-road vehicle experience, and tourist customer base.
Others
- Adventures by Disney: Premium guided multi-day adventure tour brand. Comparable to Wide Open on multi-day luxury-adventure packaging, accommodation bundling, and affluent experiential-travel customer, though broader across geographies and activities.
Regional players
- Platinum Heritage (Dubai): UAE-based luxury desert adventure operator offering premium guided experiences. Comparable to Wide Open on premium desert adventure positioning, multi-day/half-day tour mix, and affluent experiential customer — operating in a different geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Wide Open social profiles
Digital presenceWide Open financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wide Open leadership team
Management profileNumber of profiles
Profiles1 record
Wide Open funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wide Open M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wide Open
What does Wide Open do?
Wide Open operates guided self-drive off-road adventure experiences in a fleet of purpose-built $100,000+ Baja Challenge race cars across the Baja California Peninsula, with tours ranging from 3-hour introductory sessions to 4-day multi-day excursions. The company sells per-car and per-person tour packages departing from Cabo San Lucas and Ensenada, plus turnkey all-inclusive racing programs for official SCORE events (Baja 500, San Felipe 250, Baja 1000). Corporate group bookings for team building and incentive programs are handled through a dedicated corporate rewards program accommodating up to 24 participants.
Is Wide Open a public or private company?
Wide Open is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wide Open founded?
Wide Open was founded in 1997. It employs 101 to 250 people.
Where is Wide Open based?
Wide Open is headquartered in Reno, United States, in the North America region.
How does Wide Open make money?
One revenue line is on record: adventure Tours.
Who are Wide Open's main competitors?
Broad incumbents on record are SpeedVegas, Exotics Racing, Polaris Adventures and Camelback Adventures. Direct peers are Cabo Adventures, Sedona Jeep Tours, Pure Adventure Los Cabos and Migues Los Cabos. Adventures by Disney is listed as an others. Platinum Heritage (Dubai) is listed as a regional player.
Does Wide Open have an API?
No public API is recorded for Wide Open.
What industry is Wide Open in?
Wide Open's product category is Adventure Tourism & Off-Road Experiences. Its primary akta.pro industry code is THAAADAF, Off-Road & Overland Adventure Tour Operators (4x4, ATV/UTV), with a secondary code of THAJABAI, Off-Road & Motorsports Adventures (ATV/UTV, Dirt Bike, Dune Buggy). Its NAICS code is 56152 and its SIC code is 7948.