Los Rios River Runners

What Los Rios River Runners does

Los Rios River Runners is a privately held, founder-led outdoor adventure company founded in 1973 and headquartered in Ranchos de Taos, New Mexico, operating guided whitewater rafting trips on the Rio Grande and Rio Chama in northern New Mexico. The company holds more commercial outfitter permits on more stretches of these Wild and Scenic rivers than any other operator in the region, with a fleet of 100+ boats spanning paddle rafts, oar rafts, funyaks, and paddleboards that can be matched to water level, stretch, party size, and ability. Trips range from mellow half-day family floats ($50-$99) to multi-day wilderness overnights and Class 4+ whitewater ($275-$845), plus multi-sport packages, cultural experiences (Native Cultures Feast & Float), specialty events (The Rifters, Yoga Retreat with Kari Malen), equipment rentals, gift certificates, and a Whitewater Guide School ($575/student, 100% graduate employment rate). Customer segments include families and family reunions (primary), school and church groups, scouts, bachelor/bachelorette parties, corporate groups, cultural tourists, and film/TV production clients; anchor partnerships include Blue Sky Adventures (20+ years, 1,000+ annual scout rafters) and Philmont Scout Ranch.

The business runs on a direct-to-consumer go-to-market with website booking, phone reservations, and email, supplemented by physical meeting locations at the Ranchos de Taos boathouse and the Pilar store/visitor center. Revenue streams include guided raft trips (one-time payments), equipment rentals (usage-based), the Guide School and film services (professional services), and retail merchandise. Distribution is direct only (no OTAs or third-party resellers). Beyond consumer trips, Los Rios provides river safety and production support to the New Mexico film industry with a 50-year track record including Sicario, The Homesman, Terminator 5, Desperado, and a Coca-Cola Super Bowl commercial, plus longstanding partnerships with Rivers & Birds for outdoor environmental education and Mountain Skills Adventures for the Rock and Raft offering. Marketing relies on a Squarespace website, Yelp (#1 in region), TripAdvisor (Travelers' Choice 2023), Taos News (Best of Taos 2024), organic social, email, and earned word-of-mouth.

Name

Los Rios River Runners

Legal name

Los Rios River Runners

Website

https://losriosriverrunners.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Los Rios River Runners is a privately held, founder-led whitewater rafting outfitter founded in 1973 and based in Taos, New Mexico, operating guided trips on the Rio Grande and Rio Chama for families, school and scout groups, corporate clients, cultural tourists, and film productions.

Ownership category

akta.pro rank

Product category

Outdoor Adventure Services - Whitewater Rafting

NAICS

Tour Operators (56152), Tour Operators (561520), Scenic and Sightseeing Transportation, Water (4872)

akta.pro primary industry

Whitewater Rafting, Kayaking & Canoeing Outfitters (THAAADAB)

akta.pro secondary industries

Whitewater Rafting, Kayaking & River Adventures (THAJABAB), Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB), Whitewater & Paddle Sports Centers (Rafting, Kayak, SUP, Canoe) (THAAAKAF), Kayaking, Canoeing & SUP Tours (Guided/Paddling Excursions) (THAJAJAF)

Keywords

• Whitewater rafting trips
• Guided river rafting
• Outdoor adventure services
• Wilderness river camping
• Rafting guide training

Headquarters

HQ city

Taos

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Guided Raft Trips: Core revenue from guided whitewater rafting experiences on Rio Grande and Rio Chama. Trip types include half-day ($50-$99), full-day ($100-$149), overnight multi-day ($275-$599), and specialty experiences. Prices vary by trip duration, difficulty, and inclusions (meals, equipment).
2. Equipment Rentals: Self-guided rentals for funyaks ($50/day), paddleboards ($50/day), float tubes, and mountain bikes ($40/day). Includes shuttle services in Orilla Verde Recreation Area.
3. Whitewater Guide School: $575 per student for 4-day intensive training covering Class 1-3 rapids. Optional $100 supplement for Rio Chama extension. Students receive 15-20 runs on Racecourse. Scholarships and work/trade available.
4. Film Services: River safety and production support for film and TV shoots throughout New Mexico. Services include safety personnel, cross-river ferries, specialty camera platforms. Notable clients include Sicario, The Homesman, Desperado, Terminator 5, and Coca-Cola Super Bowl commercial.
5. Retail/Merchandise: Online store selling branded apparel (t-shirts $20, hoodies $75, hats $12-$25), dry bags, waterproof phone cases, bumper stickers, and memorabilia.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Los Rios River Runners is New Mexico's original rafting company, founded in 1973, providing guided whitewater rafting trips on the Rio Grande and Rio Chama rivers near Taos and Santa Fe. The core offering is a portfolio of half-day, full-day, overnight, and multi-day guided rafting experiences ranging from mellow scenic floats to extreme Class 4+ rapids, complemented by equipment rentals, whitewater guide school training, professional film production safety services, and branded merchandise.

Product overview

Los Rios River Runners operates as a unified service platform offering whitewater rafting experiences on the Rio Grande and Rio Chama rivers in northern New Mexico. The company provides a comprehensive portfolio of trip types organized across multiple categories: Half Day trips (Racecourse, Orilla Verde, Hot Springs), Full Day trips (Taos Box, Lower Gorge, Chama Adventure, Bosque, Middle Box Funyak), Overnight/Multi-day trips (Chama 2-Day and 3-Day Wilderness, Rio Grande 2-Day and 3-Day Ultimate, Mini Overnight, Taos Box Overnight), Multi-sport adventures (Pedal and Paddle, Rock and Raft, Paddle and Saddle), Special Experiences (Native Cultures Feast & Float, Sunset Dinner Float, Yoga Retreat, The Rifters), Equipment Rentals (funyaks, paddleboards, float tubes, bicycles), Professional Film Services, Whitewater Guide School training, and Gift products. The company operates from its founding in the mid-1970s, offering experiences ranging from mild floats suitable for toddlers and seniors to extreme Class 4+ whitewater adventures, with additional services including equipment rental, professional guide training, and film production river safety support.

Differentiator

Problem solved

Functional benefit

Products and services

• Half Day Rio Grande Racecourse Half-day whitewater rafting trip on the Rio Grande Racecourse featuring Class 2-3 rapids (up to Class 4 at high water) with approximately 2 hours on the water; the company's most popular half-day trip, suitable for families and first-time rafters.
• Full Day Rio Grande Taos Box Premier whitewater adventure featuring 16 miles of intense, challenging rapids rated Class 4+ through the world-famous Taos Box section of the Rio Grande Gorge with 60 rapids including 13 rated Class 3, 4, and 4+.
• Multi-Day Chama Wilderness Overnight Overnight rafting experiences on the Rio Chama, one of America's Wild and Scenic Rivers, featuring towering 1500-foot cliffs, wilderness camping under ponderosa pines, and Class 3- rapids.
• Half Day Orilla Verde Mellow half-day float trip on the Orilla Verde section of the Rio Grande del Norte National Monument, featuring calm water with easy Class 2 rapids, suitable for small children, seniors, and relaxation seekers.
• Full Day Lower Gorge Full-day trip combining tranquil Orilla Verde in the morning with challenging Racecourse rapids in the afternoon, including features like the Narrows, Eye of the Needle, Sleeping Beauty, and Souse Hole.
• Full Day Chama Adventure Day trip on the Rio Chama featuring nine miles of scenic canyon with 1500-foot cliffs striped in pink, vermilion, and white, plus easy Class 3 rapids suitable for families.
• Full Day Bosque Full-day trip on the Bosque section of the Rio Grande north of Albuquerque, featuring SUP (stand-up paddleboarding) and riverside dining experiences.
• Ultimate Rio Grande 3-Day Adventure Three-day ultimate Rio Grande experience including Middle Box hike-in, Taos Box Class 4+ rapids, Orilla Verde camping, and Racecourse finale with eagles, falcons, ancient petroglyphs, and hot springs.
• Native Cultures Feast & Float Cultural experience combining tranquil Rio Grande float with Native American interpretive guide sharing Pueblo history, culture, and lore, followed by a traditional feast meal.
• Sunset Dinner Float Evening float on the Orilla Verde with sunset views, wildlife viewing (bighorn sheep, deer, river otters, beavers), followed by a delicious meal prepared riverside.
• Evening Scenic Float Mellow evening float on the Orilla Verde section at sunset with calm water, Class 2 rapids, and wildlife viewing opportunities.
• The Rifters on the Rio Chama Specialty overnight Chama experience featuring The Rifters musical group performing riverside during the wilderness camping trip.
• Yoga Retreat with Kari Malen on the Rio Chama Wellness retreat combining yoga sessions with Rio Chama wilderness rafting, led by instructor Kari Malen.
• Rock and Raft Multi-sport adventure combining rock climbing instruction with whitewater rafting, operated in partnership with Mountain Skills Adventures.
• Pedal and Paddle Multi-sport experience combining cycling with whitewater rafting on the Racecourse section of the Rio Grande.
• Paddle and Saddle Multi-sport adventure combining horseback riding with whitewater rafting on the Racecourse section.
• Whitewater Guide School Professional whitewater guide training program teaching Class 3 rapid navigation, safety practices, boat handling, with 15-20 Racecourse runs during the course; 4-day intensive course with 100% graduate employment rate.
• Film Services Professional river safety and production support services for film and TV shoots, including cast/crew safety, cross-river ferries, camera platforms, and equipment transport; clients include Sicario, The Homesman, Terminator 5, Desperado, and Coca-Cola Super Bowl commercial.
• Equipment Rentals Self-guided river equipment rentals including single and double funyaks (inflatable kayaks), paddleboards (SUP), float tubes, and hardtail mountain bikes with shuttle services available in the Orilla Verde Recreation Area.
• Private Raft Trips Customizable private adventure options ranging from private raft bookings to fully exclusive trips with optional add-ons such as massage therapists, yoga teachers, gourmet chefs, or wine experts.
• Group Raft Trips Group booking services for families, family reunions, church groups, school groups, scouts, bachelor parties, bachelorette parties, and corporate/work groups with discounts for parties of 12 or more.
• Los Rios Branded Merchandise Online store selling branded apparel (t-shirts $20, hoodies $75, hats $12-$25), dry bags, waterproof phone cases, bumper stickers, and memorabilia.
• Gift Certificates and Gift Cards Pre-made gift certificates for popular trips including Half Day Raft Trip for 2, Taos Box, and 2-Day Chama Wilderness Overnight, plus customizable gift cards for any monetary amount.

Quantifiable outcome

• Zero major incidents
• +3 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Raftpics.comminorGTM or Marketing PartnerProfessional photography service capturing action shots through the last rapid of the Racecourse and Taos Box. Photos available for viewing and purchase at raftpics.com at no charge during peak season (May-August).
• Rolling Still DistilleryminorStrategic or Co-development PartnerCo-owned by Los Rios guide Dan Irion. Located in Taos center, distills vodka infused with various flavors. Guide social connections and local partnerships.
• Blue Sky AdventurescoreChannel Partner/ Reseller/ DistributorLong-term partnership spanning over 20 years for scout rafting trips. Blue Sky Adventures brings tens of thousands of scouts to Los Rios for Rio Grande experiences. Rob Pardue testimonial: 'Without question, they have the best rafting guides in New Mexico.'
• Philmont Scout RanchcoreChannel Partner/ Reseller/ DistributorMajor scout destination in northern New Mexico. Los Rios serves as pre- or post-Philmont rafting experience. Heart of New England Council sends scouts as part of Philmont excursions.
• Rivers & BirdscoreStrategic or Co-development PartnerAward-winning outdoor environmental education nonprofit. Partnership spanning 10+ years guiding thousands of elementary public school students. Roberta Salazar: 'Los Rios guides have been a highlight our programs.'
• Jonathan Slator (Location Manager)minorImplementation/ SI/ Consulting PartnerFilm industry location manager who has worked with Cisco Guevara for half a century providing water safety support without compromising director's vision.
• Mountain Skills AdventuresminorStrategic or Co-development PartnerRock and Raft trip collaboration combining rock climbing with whitewater rafting experiences in the Rio Grande Gorge.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Santa Fe Rafting Company: Santa Fe-area rafting outfitter operating on Rio Grande and Rio Chama stretches. Direct competitor serving the same Taos-Santa Fe tourist corridor with similar guided whitewater and scenic float offerings.
• New Mexico River Adventures: New Mexico rafting outfitter offering guided trips on Rio Grande and Rio Chama sections comparable to Los Rios. Direct competitor for half-day, full-day, and multi-day rafting bookings in the same market.
• Wilderness Aware Rafting: Colorado-based whitewater rafting outfitter with comparable trip menu (half-day, full-day, overnight, multi-day) and similar multi-sport offerings. Comparable in scale and operating model though in a different geography.
• Arizona River Runners: Arizona-based outfitter running guided whitewater trips on the Salt and Colorado Rivers. Direct peer in whitewater rafting services with similar multi-day and specialty trip offerings for experiential travelers.
• Far Flung Adventures: Taos, New Mexico-based whitewater rafting outfitter operating on the Rio Grande and Rio Chama. Closest direct competitor with overlapping river permits, similar trip menu, and the same Northern New Mexico customer base.
• River Runners: Colorado rafting outfitter with comparable guided trip portfolio on Arkansas River sections. Direct peer in whitewater rafting operations, similar guide school and group trip services.
• Kokopelli Rafting Adventures: New Mexico-based rafting company offering guided trips on the Rio Grande and Rio Chama. Comparable trip portfolio, target customer mix (families, groups), and geographic footprint to Los Rios.

Others

• Mountain Skills Adventures: Taos-based rock climbing and adventure guide outfitter; current Los Rios partner for the Rock and Raft trip. Comparable as an adventure activity operator with overlapping customers in the Northern New Mexico tourism market.

Regional players

• Mild to Wild Rafting & Jeep Tours: Multi-state rafting outfitter (Colorado, Utah, New Mexico) with comparable whitewater trip types. Regional player overlapping in New Mexico trips but anchored in a different primary geography.

Broad incumbents

• OARS: Multi-region, multi-river outfitter with guided rafting trips across the western U.S. A broader incumbent offering overlapping whitewater experiences; competes for out-of-state tourists researching southwestern rafting vacations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LosRiosRiverRun
• LinkedInlinkedin.com/company/los-rios-river-runners

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Los Rios River Runners