San Juan Outfitters

What San Juan Outfitters does

San Juan Outfitters is a privately-held, family-owned adventure tourism operator specializing in guided sea kayaking, wildlife viewing, and multi-day expeditions in the San Juan Islands and Washington State's Pacific Northwest national parks. Founded in 2007 by Brian Goodremont after a decade managing San Juan Safaris, the company is a sister entity to San Juan Safaris, Inc. (acquired by Goodremont in 2013), with both companies unified under Brian and Rachel Goodremont's ownership and operating from headquarters at 248 Reuben Memorial Dr, Friday Harbor, WA. The legal entity is incorporated in Washington as San Juan Safaris, Inc.

The product portfolio centers on small-group guided sea kayak tours priced $119-$250 for 3-to-5-hour day experiences (sunset, family, bioluminescent, orca search, Roche Harbor, Friday Harbor) and $679-$3,999 for multi-day expeditions including San Juan Islands kayaking and cycling, Olympic National Park hiking/backpacking, Mount Rainier hiking, and multisport combinations. Differentiated technical components include a 10:1 guest-to-guide naturalist ratio (the lowest in the San Juans), real-time guide-to-captain coordination for wildlife sightings, and specialized bioluminescent tours during new moon periods. Operations are seasonal, running May through September from Roche Harbor and Friday Harbor, supported by a 1-10 person seasonal team of naturalist guides and reservations staff, premium gear from MSR/SeaLine/Thermarest/Northwest Kayaks/RED Paddle, and on-site facilities including a custom finger slip kayak dock at Roche Harbor.

The business model is direct-to-consumer sales through the sanjuanislandoutfitters.com website and three phone lines, supplemented historically by an exclusive wholesale channel partnership with REI Adventures (2009-2025). Auxiliary revenue comes from hourly sit-on-top kayak and stand-up paddleboard rentals ($25-$30/hour) and gift cards. A Conservation Fund, established 2015, donates $2 per ticket to orca and salmon conservation nonprofits, and the company is a member of the Pacific Whale Watch Association contributing to NOAA-aligned whale watching best practices.

Name

San Juan Outfitters

Legal name

San Juan Safaris, Inc.

Website

https://sanjuanislandoutfitters.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

San Juan Outfitters is a family-owned adventure tourism operator offering guided sea kayak tours, multi-day expeditions, and wildlife viewing in the San Juan Islands and Washington State national parks from Friday Harbor and Roche Harbor.

Ownership category

akta.pro rank

Product category

Guided Outdoor Adventure Tours

NAICS

Tour Operators (56152), Scenic and Sightseeing Transportation, Water (48721)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

akta.pro secondary industries

Kayaking, Canoeing & SUP Tours (Guided/Paddling Excursions) (THAJAJAF), Hiking, Trekking & Backpacking Tour Operators (THAAADAA)

Keywords

• Guided sea kayaking tours
• Wildlife whale watching
• Outdoor adventure expeditions
• Multi-day kayak tours
• Kayak equipment rentals

Headquarters

HQ city

Friday Harbor

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Guided Kayak Tours: Day tours including bioluminescent tours ($150), 3-hour Roche Harbor tours ($125-$150), sunset tours ($119), 5-hour orca search tours, and family kayak tours. Multi-day tours range from $679-$1,299 per person.
2. Equipment Rentals: Hourly rental of sit-on-top kayaks and stand-up paddleboards from Roche Harbor. Single kayaks $25/hour, doubles $30/hour. Available mid-May to early September.
3. Multiday Expeditions: All-inclusive 2-6 day tours including National Park trips (Rainier, Olympic) and San Juan Islands cycling. Prices from $1,599 to $3,999 per person.
4. Custom/Self-Supported Tours: Self-supported multi-day kayak tours at $150/person/day. Custom multisport tours starting at $475/person/day. Minimum 3-4 guests required.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

San Juan Outfitters provides guided sea kayaking day tours, multi-day paddling expeditions, wildlife and whale watching excursions, and related land-based hiking and cycling trips in the San Juan Islands and Washington State national parks. The company also rents sit-on-top kayaks and stand-up paddleboards from Roche Harbor. Tours are led by trained naturalist guides with small group sizes and include all gear, meals, and permits for multi-day trips.

Product overview

San Juan Outfitters is an outdoor adventure tour company offering guided experiences primarily focused on sea kayaking, whale watching, and multi-day expeditions in the San Juan Islands and Washington State's national parks. The product portfolio includes day kayak tours (3-hour to 5-hour options including bioluminescent, sunset, family, and orca search tours), multi-day kayaking expeditions (2-6 day classic, family, women's, Sucia Island, and whale sanctuary tours), cycling adventures (4-day and 6-day lodge-based options), national park hiking/backpacking trips (Olympic and Rainier National Parks with lodge and camping options), a multi-sport tour combining hiking, cycling, kayaking and whale watching, plus kayak and paddleboard rentals. The company operates as San Juan Island's only all-inclusive multi-day tour operator, providing all equipment, meals, and camping gear. Sister company San Juan Safaris handles motorized whale watching boat tours.

Differentiator

Problem solved

Functional benefit

Products and services

• Sea Kayak Tours

Quantifiable outcome

• Lowest guest-to-guide ratio in the San Juans
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• Pacific Whale Watch AssociationcoreStrategic or Co-development PartnerProud members of the Pacific Whale Watch Association (formerly Whale Watch Operators Association Northwest). The Association works with scientists, NOAA, and industry leaders to assist in writing Whale Watching Guidelines and Best Practices.
• REI AdventuresflagshipChannel Partner/ Reseller/ DistributorExclusive tour provider for REI Adventures from 2009 until the program concluded in 2025. Offered tours covering Mount Rainier National Park, Olympic National Park, and exclusive multi-day tour departures from Roche Harbor in the San Juan Islands.
• The Center for Whale ResearchcoreOthersNon-profit that monitors the Southern Resident Community of Killer Whales through photo identification and observations. Conservation Fund recipient receiving $2 per tour ticket.
• Save Our Wild SalmoncoreOthersNationwide coalition working to restore healthy wild salmon populations to Pacific Northwest river systems through dam removal and restoration. Conservation Fund recipient.
• Long Live the KingscoreOthersNon-profit organization working to restore wild steelhead and salmon populations through education, outreach, and habitat management programs. Conservation Fund recipient.
• Savor Seattle Food ToursminorStrategic or Co-development PartnerPartnership with Savor Seattle Food Tours for gourmet kayak expedition featuring cuisine prepared with recipes from founder Angela Shen, paired with Lost River Winery wines. Featured in Sunset Magazine, Seattle Magazine, and Travel + Leisure Magazine.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sanjuanoutfitters
• Instagraminstagram.com/sanjuanislandoutfitters/?utm_source=ig_embed&utm_campaign=loading
• Xx.com/sjioutfitters
• LinkedInlinkedin.com/company/san-juan-outfitters

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 San Juan Outfitters