Dennis Madsen’s journey at outdoor retailer REI started in the stock room at REI’s first store when Madsen was 17. Under his leadership as CEO, and later as a board member, REI grew to the national brand it is today, respected for its products, inviting stores and quality customer service. In this Tugboat Institute Summit talk, Madsen acquaints us with REI’s remarkable history, its unique co-op model, his growth with the company and how REI focuses on its employees, customers and local communities.