Spotlight on Adventure Champions: ROW Adventures

24 April 2022

Adventure Travel Trade Association (ATTA) Adventure Champions are the vanguards of the adventure travel industry having been members of ATTA and leaders in the community for a minimum of 15 years. They are true believers in the power of adventure travel and have made an impact on the direction of ATTA and on the industry as a whole. To honor their commitment to their ethos and lasting contribution to the adventure travel industry we are spotlighting Adventure Champions through a series of interviews

ROW Adventures
Outfitter and Tour Operator
Headquarters: United States
ATTA Member since 2005

Introducing Peter Grubb, Founder, and President
Day 3. Lower Salmon Canyons white water rafting put in near Whitebird in Region II.

Tell us about ROW Adventures: 
With the same ownership for over 40 years, our mission of "Sharing Nature - Enriching Lives" remains our focus. We directly operate the majority of our trips with our own equipment and guides and provide operations for a number of other tour companies. Logistics, risk management, and operations are our strengths, with attention to detail and an emphasis on systems. Meaningful guide training in natural and cultural history interpretation is also a priority. We are a team that wants to see rising waters raise all ships.

Why have you stayed an ATTA member for 15+ years?

I attended the first ATTA meeting in Seattle 15+ years ago and have always believed in the power of cooperation and networking, sharing best practices, and nurturing relationships with others in our business space. ATTA provides an excellent community for growth and sharing, professional learning, camaraderie, and fun!

How has your company/destination changed over the last 15 years?:

We have evolved from a smaller family-run business into a more professionally managed organization that has benefitted from the contributions of many great minds that have been part of our success. We have expanded and defined our trips under three different brands, each with its own focus. ROW Adventures continues our roots in whitewater rafting along with fly fishing and biking; Sea Kayak Adventures specializes in whale watching and sea kayaking worldwide, and Adventure Unbound offers active travel with a strong cultural and nature focus.

What is the greatest force that drives you to work every day? 

Knowing that the experiences we provide for our guests are meaningful, life-changing, and build advocates for nature preservation along with greater compassion for other people and cultures. We are also motivated by knowing that our company has created purposeful employment for many people over the decades, and helped many develop life skills that have made their lives and the world a better place.

What gives you hope about the next generation of adventure travel leaders?

There is so much more awareness today, especially among younger generations, including cultural sensitivity, gender equality, inclusivity, and overall emotional intelligence. We believe the next generation can be a stronger force for sustainable and thoughtful travel.

What is your advice for young adventure travel companies?

The best marketing is running high-quality trips. Prepare for accidents before they happen through solid risk management practices. Focus on what you do best. Be patient. Find work/life balance.

What gets you excited about the future of adventure travel?

The idea that travelers are looking beyond iconic destinations and are learning about concepts such as over-tourism; that young people today are so aware of, concerned about, and taking action regarding climate change; new technologies that are making communication easier. That travel remains an important way to build bridges of understanding between people and cultures.

Connect with ROW Adventures: