We’ve reflected a lot recently on specialization. You can’t excel in what you do if you are everything to everyone – that’s the path to ineffectiveness! Outfitter operations get most dialed when they are limited, like being only focused on one or two activities, or when a river outfitter is only running on one or two specific river sections. For us at Granite Insurance, specialization is what got us to where we are today. We have team members who head up various niche adventure industries, who have taken the time to really understand the nuances of those industries, learn what they need from a risk management perspective, and work closely with those outfitters and tour operators. Speaking personally, I focus on river outfitter community. We have another team member who focuses on the zipline and aerial adventure industry. And another team member that focuses on climbing gyms. And another team member who focuses on UTV and snowmobile rental/tours. 10+ team members, each with their focused niches who each excel in them.
If one of us were to try and be everything to everyone, we’d get stretched thin. Being focused allows time and capacity for nimble problem-solving and for industry-specific education of both insurance carriers and clients. That was what led to our agency’s adventure industry specialization in the first place! It allows us to provide much more significant value to our chosen industries and to our chosen clients, providing top-notch service, education, and advocacy where it’s needed most. When an industry is underserved from an insurance perspective and doesn’t have enough insurance representation/competition within it, insurance policies start to get sloppy and are missing coverages that outfitters never even know about until they get hit with an uncovered claim.
That specialization comes into focus with our offered insurance programs, too. If we said “yes” to everyone to work with us and get in our exclusive program, how does that benefit our outfitter clients? It doesn’t! First and foremost, the focus needs to be on protecting the primary program – making sure we are only bringing the most risk management-minded outfitters into it. Outfitters who have their Operations Manual and Employee Manual well thought-out, their trip talk content clearly outlined, their Emergency Response Plan dialed, their waivers recently reviewed and revised as needed, their guide crew well-trained. The more we focus on only bringing in the cream of the crop into the program, the fewer accidents and claims we anticipate the program carrier needing to pay out, which means the more stable our outfitter clients’ insurance premiums are, and the more stable the program as a whole is over time for the outfitter industry. There is an exclusivity to it, and although it’s never fun saying “no” to people, it’s an important protection to maintain. Ultimately, it’s a benefit to our outfitter clients, and that’s what we’re here for.
For any outfitter who is not yet a fit for our program, no one is left high and dry. We have resources, templates, and guidance to proactively help our clients get to a better place with their risk management programs over time. We often partner with our clients long before we’re officially working together on their insurance programs. Even if it’s not a perfect fit to start, if an outfitter is willing to invest the time and energy, we will work with them to get them where they can enter the program and reap the benefits of better coverage, more insurance education and guidance, and more stable premiums.
What do you specialize in as an outfitter? What sets you apart from others? How does it benefit your clients and guests? It’s something we’ve found valuable to reflect on, and we’d love to hear your thoughts! Reach out to our team to chat more, share your specialization, or to understand more about ours.
About the Author
Ruthie Rivers is an Adventure & Entertainment Risk Consultant on the Granite Insurance team, focused on the river outfitter industry. After years of being an adventure tourism guide and a lifetime of falling in love with the outdoors, Ruthie is passionate about adventure and believes in the importance of what outfitters do: Making outdoor recreation accessible and cultivating a love for the outdoors in the everyday person. It’s a vital role in protecting the future of our wild lands! She is honored to play a small part in supporting that effort.
Granite Insurance serves hundreds of Adventure and Entertainment clients across the nation and offers all insurance lines pertinent to the adventure industries they serve, including General Liability, Umbrella, Property, Inland Marine, Commercial Auto, Participant Accident, and Worker’s Compensation among others. Ruthie can be reached at
