What's Happening?
REI Co-op has announced a significant leadership change with Susan Viscon, the Chief New Ventures and Impact Officer and former Chief Merchant, set to depart at the end of the year. Viscon has been with REI for nearly 30 years, holding various roles including
Chief Merchandising Officer and SVP from 2014 to 2021, and more recently, Executive Director and VP of Path Ahead Ventures. Following her departure, Matthew Thurston will be promoted to Chief Impact Officer, effective December 1. Thurston has been with REI for 16 years, starting in product and global supply chain and later supporting Impact across operations. He has served as Divisional VP, Sustainability & Community Affairs since July 2025. Mary Beth Laughton, President and Chief Executive Officer, emphasized that despite the leadership transition, REI's commitment to its mission and impact work remains unchanged.
Why It's Important?
This leadership transition at REI is important for several reasons, particularly concerning the company's strategic direction and its commitment to social and environmental impact. Susan Viscon's long tenure and diverse experience, including her role in shaping initiatives like #OptOutside and Path Ahead Ventures, indicate her significant influence on REI's brand identity and business strategy. Her departure could lead to a re-evaluation or shift in how these initiatives are pursued. The appointment of Matthew Thurston as Chief Impact Officer signals REI's continued dedication to its impact division, which encompasses Sustainability & Human Rights, Path Ahead Ventures, Community & Government Affairs, and the REI Fund. This move underscores the growing importance of corporate social responsibility and sustainability in the retail sector, especially for companies like REI that are deeply rooted in outdoor recreation and environmental advocacy. The success of Thurston in this role will be crucial in maintaining REI's reputation and connection with its member base, who often prioritize these values.
What's Next?
Matthew Thurston will assume the role of Chief Impact Officer on December 1, leading the Impact division and reporting directly to the President and CEO. His immediate focus will likely be on building upon the existing foundation established by Susan Viscon and further evolving how REI's impact work advances its mission and serves its members. This includes continuing efforts in protecting public lands and making the outdoors more welcoming and inclusive. The transition will also involve integrating Thurston's leadership style and vision into the company's executive team. Stakeholders, including REI members, employees, and partners, will be observing how this leadership change influences the co-op's ongoing initiatives and its ability to deliver on its stated commitments to the outdoors and communities. The company's continued investment in the outdoors and its communities will depend on the strength of its business, making Thurston's role critical in connecting business success with mission-driven impact.
Beyond the Headlines
Beyond the immediate leadership change, this development highlights a broader trend in corporate governance where 'impact' and 'sustainability' roles are gaining prominence at the executive level. The creation and elevation of a Chief Impact Officer position reflect a strategic recognition that a company's social and environmental footprint is not merely a compliance issue but a core component of its brand, customer loyalty, and long-term viability. For REI, a co-op with a strong mission-driven identity, this role is particularly critical in maintaining authenticity and trust with its member base. The emphasis on 'Path Ahead Ventures' and 'Product Impact Standards' suggests a deeper integration of sustainability into product development and business innovation. This move could also influence other outdoor and retail companies to further formalize and elevate their own impact-related leadership, signaling a shift towards a more holistic view of corporate success that includes environmental and social metrics alongside financial performance.
