The Story
From REI Adventure Architect to building something bigger
Chris spent years designing guided experiences for one of the biggest outdoor retailers in the world. He saw what worked, what didn't, and what was missing: the personal touch that turns a trip into a story people tell for decades.
Via Jolley exists because the best adventures aren't mass-produced. They're built by someone who knows every trail, every campsite, every sunrise spot — and cares enough to share them with a small group instead of a bus tour.
"The wilderness doesn't care about your job title or your inbox. Out here, you just have to show up. That's what I help people do." — Chris Jolley
Trail Photo