Name

Mountain State Overland

Legal name

Mountain State Overland, LLC

Website

https://mountainstateoverland.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Adventure Travel Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Land (48711)

akta.pro primary industry

Off-Road & Overland Adventure Tour Operators (4x4, ATV/UTV) (THAAADAF)

akta.pro secondary industries

Camping & Overlanding Equipment Retail (CRAMAAAC), Adventure Equipment Rental Shops (Outdoor Gear, Camping, Climbing, Water Sports) (THAAALAI), Private Adventure & Expedition Experiences (Custom Hikes, Safaris, Backcountry) (THAJALAG)

Keywords

• Guided overland expeditions
• Adventure travel services
• Off-road expedition tours
• Outdoor adventure events
• Overlanding content production

Headquarters

HQ city

Lewisburg

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Guided Overland Expeditions (MSX): Multi-day guided overland tours through Appalachian region. Trips include professional film/photography, guide services, route files, and gift bags. Pricing varies by trip duration and format ($925 for spring run).
2. Event Passes and Tickets: Adventure X Fest annual event generates revenue through camping passes, meal plans, merchandise, and event add-ons. Event capped at 100 trucks with 150-175 total attendees.
3. AXF Meal Plan: Catered food and beverage package for event attendees, provided by Mountain Table. $80 per person includes 5 meals with non-alcoholic beverages.
4. Merchandise and Apparel Sales: Direct e-commerce sales of branded merchandise including hats, shirts, hoodies, patches, maps, and accessories. Also resells third-party overland gear (DemerBox speakers, storage solutions, first aid kits, vehicle accessories).
5. Used Equipment Sales: Sale of pre-owned overland equipment and camera gear. Items include camp gear, recovery equipment, photography equipment.
6. Specialty Events: Premium multi-day experiences like Camp Cheat 1918 at historical venues with guided activities (bushcraft, fly fishing, overlanding) and lodge accommodations.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Mountain State Overland (MSO) is an overland adventure travel brand that produces documentary-style video content and sells guided multi-day vehicle-based expeditions through the Appalachian region under its MSX brand. The company also hosts the annual Adventure X Fest (AXF) basecamp festival, sells branded merchandise and curated overland gear through its own e-commerce store, and operates a secondary marketplace for used overland equipment.

Product overview

Mountain State Overland (MSO) is an overland adventure travel brand offering a portfolio of products centered on guided vehicle-based expeditions, video content production, and community events. The core offerings include MSX (Mountain State Expeditions) guided tour service with various expedition packages, and the annual Adventure X Fest (AXF) adventure basecamp festival. Content products include video series documenting adventures (Hammer Down, Adventure West, We Guide, The Overlander Overhaul, The Last Great Jeep Trail) and detailed vehicle build documentation. The e-commerce arm sells branded merchandise (apparel, accessories) and curated overland gear (DemerBox speakers, Blue Ridge Overland Gear storage solutions, first aid equipment). A secondary marketplace offers used equipment. MSO operates primarily in the Appalachian region (WV, VA, TN, NC) with content reaching national audiences via YouTube.

Differentiator

Problem solved

Functional benefit

Brands

• MSX (Mountain State Expeditions): A vehicle-based guide service operated by team members and friends of Mountain State Overland, offering guided overland tours through the Appalachian region.
• Adventure X Fest (AXF)
• The Overlander Overhaul
• Hammer Down
• Adventure West
• The Last Great Jeep Trail
• DISCOVRX We Guide

Products and services

• MSX Guided Overland Expeditions Multi-day guided vehicle-based overland tours through the Appalachian region led by MSO guides. Trips include professional film/photography documentation, route planning, group camping, and gift bags; priced per vehicle (e.g., $925 for spring/summer/fall runs).
• Adventure X Fest (AXF) Annual three-day adventure basecamp festival featuring camping, caving, orienteering, guided overlanding, music, local food, and family activities. Capped at approximately 100 trucks / 150-175 guests.
• Camp Cheat 1918 Premium multi-day filmed experience at Cheat Mountain Club including lodge accommodation, bushcraft, fly fishing, and overlanding activities, presented by OK4WD.
• Hammer Down Video Series Documentary YouTube series following MSO's multi-season journey on the Trans-America Trail, with each season covering 10-14 day trips across different regions of the US.
• Adventure West Video Series YouTube series exploring the Great American West including Arizona, Utah, and Colorado, featuring three families joining MSO with partners Orvis, OK4WD, and GP Factor.
• The Last Great Jeep Trail Video Series YouTube series testing overland trucks on the tight 4WD-only Potts Mountain Jeep Trail in Virginia's Allegheny Mountains, featuring obstacles of varying difficulty.
• The Overlander Overhaul Video Series YouTube series produced in collaboration with Built4Adventure, featuring detailed installs, vehicle walk-arounds, and product reviews covering performance, electronics, and camp equipment upgrades.
• DISCOVRX We Guide Tour Service Vehicle-based tour service and video series operated by MSO team members, offering weekend overland adventures through Appalachia with focus on regional history and culture.
• MSO Merch and Apparel Store Direct e-commerce storefront selling MSO-branded merchandise including hats ($35), shirts, hoodies ($50+), patches, maps, and accessories, alongside curated third-party overland gear from partner brands.
• MSO Used Equipment Marketplace Secondary marketplace for pre-owned overland equipment and camera gear, including items such as a Canon 5D MK IV kit ($2,500), camp gear, and accessories. All sales final.

Quantifiable outcome

• 200+ videos published on YouTube since 2013
• +3 more outcomes

Named customers8 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

24 partnerships are on record, tiered flagship, core, supporting and minor.

• OK4WDflagshipGTM or Marketing Partner · 1 January 2026Official presenting sponsor for Adventure X Fest 2026. OK4WD provides official sponsorship for AXF event and is a primary retail partner for overland equipment featured in MSO content and vehicle builds.
• Bilstein UScoreGTM or Marketing PartnerSeries partner for MSO video content. Bilstein provides suspension components featured in vehicle builds.
• Midland USAcoreGTM or Marketing PartnerSeries partner providing GMRS radio equipment. Featured in vehicle builds for communication systems.
• GP FactorcoreGTM or Marketing PartnerSeries promoter and partner. Provides power boards, recovery board mounts, drop tables, and other gear. Co-develops custom solutions with MSO.
• Blue Ridge Overland GearcoreTechnology or IntegrationProvider of bags, pouches, storage solutions, cook kits, and vehicle organization gear. Products featured extensively in vehicle builds and sold through MSO store.
• ALU-CABcoreTechnology or IntegrationSouth African manufacturer of canopy campers, roof top tents, awnings, water tanks, and vehicle accessories. Featured extensively in vehicle builds.
• ARB USAcoreTechnology or IntegrationAustralian manufacturer of bull bars, sliders, compressors, fridges, and recovery equipment. Featured in vehicle builds.
• Toyo TiressupportingTechnology or IntegrationProvider of Open Country M/T and A/T tires for vehicle builds.
• WARNsupportingTechnology or IntegrationProvider of winches (Zeon series) for recovery gear in vehicle builds.
• Victory 4x4supportingTechnology or IntegrationProvider of front bumpers, sliders, roof racks, rock lights, and skid plates. Featured in multiple vehicle builds.
• Experience LearningflagshipStrategic or Co-development PartnerNonprofit educational organization operating Spruce Knob Mountain Center campus. Host venue for Adventure X Fest on 400-acre private property. MSO has partnered with Experience Learning since the late 1990s.
• Mountain TablecoreStrategic or Co-development PartnerRestaurant and coffee roaster in Renick, WV. Provides food/beverage catering for AXF events. 60% women-owned, carbon neutral since 2008, uses compostable packaging.
• Tread LightlyflagshipStrategic or Co-development PartnerMSO is a small business member since 2021. Annual Tread Lightly Day volunteer projects at AXF events include trash cleanups, campsite restorations, and facility upkeep. MSO advocates for responsible adventure practices.
• iADV.infosupportingGTM or Marketing PartnerProvides GPX overland route files for AXF attendees. Infamous Adventurer Routes community group.
• Trees for the FutureminorStrategic or Co-development PartnerEnvironmental partner. MSO contributed funding annually from 2016-2020 under #1mile1tree campaign, planting 18,000+ trees.
• DemerBoxsupportingTechnology or IntegrationWaterproof Bluetooth speaker manufacturer. MSO sells DemerBox DB1 and DB2 speakers through their store.
• Expion 360supportingTechnology or IntegrationOverland gear partner providing equipment solutions.
• Nomad WheelssupportingTechnology or IntegrationWheel manufacturer. Nomad 502SB ARVO wheels featured in vehicle builds.
• ZargessupportingTechnology or IntegrationProvider of cases and containers for overland gear storage.
• DeVos OutdoorsupportingTechnology or IntegrationOverland equipment partner providing gear solutions.
• Red Arc ElectronicssupportingTechnology or IntegrationProvider of REDARC electronics (BCDC chargers, inverters) for electrical systems in vehicle builds.
• Teren DesignssupportingTechnology or IntegrationOverland gear partner providing equipment solutions.
• Haley Toyota of RoanokesupportingTechnology or IntegrationToyota dealership partner supporting MSO vehicle builds.
• Wesley Hodges Fly FishingsupportingStrategic or Co-development PartnerOrvis-endorsed fly fishing outfitter providing guide services for Camp Cheat 1918. Five guides for full-day fishing experiences.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• XOverland: XOverland is a YouTube-led overlanding media brand that also runs guided vehicle-based trips and expeditions. It is the closest direct competitor to MSO's hybrid content-plus-guided-tour model, targeting the same overlanding enthusiast audience with adventure video production and paid expedition offerings.
• Expedition Overland: Expedition Overland produces cinematic overlanding video series and offers guided expeditions, mirroring MSO's combination of documentary content and trip-based experiences for overland enthusiasts. Its vehicle-build storytelling and regional trip formats are highly comparable to MSO's MSX and Hammer Down series.
• Overland Expo: Overland Expo organizes the largest U.S. overlanding consumer events and publishes editorial/experiential content around the lifestyle. It is directly comparable to MSO's Adventure X Fest as a community-gathering event, though at significantly larger scale and multi-city scope.
• Storytellers Overland: Storytellers Overland produces narrative overlanding content and runs guided small-group trips in North America. It overlaps with MSO on both the content production and guided expedition side of the business for the same enthusiast audience.
• Blue Ridge Overland Gear: Blue Ridge Overland Gear designs and sells overland-specific storage and organizational accessories (tool rolls, first aid bags, vehicle attics) that MSO resells. It is a direct peer in the curated overland accessories retail category MSO competes in through its e-commerce store.
• Goose Gear: Goose Gear is a direct-to-consumer manufacturer of overland interior storage and drawer systems. Like Blue Ridge Overland Gear (and like MSO's own store offerings), it competes for the same overland accessories purchase occasion MSO monetizes through its e-commerce storefront.

Emerging players

• Outdoorsy: Outdoorsy is a peer-to-peer marketplace for adventure vehicle rentals including overland-built rigs (one of MSO's team vehicles was listed there). It serves the same overland-curious customer base but through vehicle rental rather than guided tours or events, making it a partial/emerging overlap rather than a direct competitor.
• Field Van: Field Van builds premium 4x4 camper vans for adventure travel customers. It targets the same overlanding enthusiast buyer as MSO but delivers through vehicle sales rather than content or guided trips, positioning it as an emerging player with partial category overlap.

Broad incumbents

• ARB USA: ARB is the dominant incumbent manufacturer of overland and 4x4 accessories (bull bars, fridges, recovery gear) — products MSO features in its vehicle builds and sells via its store. ARB is a much larger established player in the broader overland equipment category MSO participates in via curation and resale.
• Outside Van: Outside Van is a leading custom overland and 4x4 van/upfit builder serving adventure travelers with full vehicle conversions. It is comparable as a broad incumbent in the overland travel and vehicle-prep space MSO covers through its content, though its business model is custom manufacturing rather than media or guided tours.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/msoverland
• YouTubeyoutube.com/playlist?list=PLhWTMM556Wi0asdRvKkUKl7lnwMcfo3lv
• Facebookfacebook.com/msoverland
• LinkedInlinkedin.com/company/msoverland

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Mountain State Overland