REI CEO Mary Beth Laughton issued a video apology for the brand’s February endorsement of Interior Secretary Doug Burgum, which she described as a mistake. Her apology follows criticism from customers and staff regarding the endorsement made by REI and 32 other outdoor organizations. Laughton emphasized that Burgum’s actions undermine public lands, contradicting REI’s values. She stated that REI aims to advocate for public lands and expressed commitment to work with the Conservation Alliance and other brands to support public land protections. The initiative, Brands for Public Lands, seeks to engage the public in decisions regarding these lands.
FILE: An exterior view of an REI.
Mary Beth Laughton, the president and CEO of REI, released a video apology on Wednesday regarding the brand’s endorsement of Interior Secretary Doug Burgum made in February. This endorsement, which was issued in conjunction with 32 other outdoor organizations, expressed “strong support” for Burgum after President Trump appointed him. Now, Laughton, who joined REI after the endorsement, has voiced her regret over that support.
Laughton’s apology adds to the series of criticisms that the retailer has directed at the Trump administration, which includes allegations that Burgum is undermining the integrity of public lands and rejecting the company’s efforts towards diversity, equity, and inclusion.
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Mary Beth Laughton, the president and CEO of REI.
The earlier endorsement of Burgum occurred through a letter from the Outdoor Recreation Roundtable president, Jessica Wahl Turner, who praised Burgum’s “commitment to supporting outdoor recreation as an economic driver and a vital means of bringing communities together.” The letter asserted that Burgum was in a position to “help lead [the] initiative” to tackle issues concerning public lands and waters, such as rising visitation numbers, maintenance backlogs, and the impacts of climate change. REI endorsed the letter alongside various other organizations, including the National Forest Recreation Association and the National Park Hospitality Association.
Interior Secretary Doug Burgum speaking at the Conservative Political Action Conference at the Gaylord National Resort in Oxon Hill, Md.
The letter emphasized that “the $1.2 trillion outdoor recreation economy depends on the Department of the Interior effectively managing, protecting, and maintaining America’s public lands and waters, as well as enhancing access so we can pass on the lifelong benefits of nature to future generations.” It expressed appreciation for the opportunity to show support for Burgum’s nomination.
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Since then, Burgum’s administration has posed significant challenges for the National Park Service and the millions of visitors to national parks every spring. The mass layoffs and hiring freezes imposed by the Trump administration have forced parks to cancel ranger programs, reduce visitor center hours, and even close popular hiking trails. While a court order temporarily mandated reinstating some employees, the Supreme Court blocked it last Tuesday.
As a result, parks must adhere to Burgum’s recent order to remain open despite staffing shortages. The National Park Conservation Association criticized Burgum’s directive, calling it “reckless and disconnected from reality.”
A stunning red rock arch at Fiery Furnace, Arches National Park, Utah.
Such turmoil in the parks does not bode well for REI, which relies on outdoor activity for its sales. The brand’s endorsement of Burgum was unexpected by both customers and staff union, especially given REI’s history of advocating for the protection of parks from land loss and supporting diversity and inclusion initiatives.
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“I need to confront an issue directly,” Laughton stated in the video. “Earlier this year, REI was among the many organizations that endorsed Doug Burgum as Secretary of the Interior. We did this to secure a place in discussions and advance advocacy for outdoor recreation.”
However, that position came with repercussions.
“Many of you have communicated your disappointment and frustration regarding that choice,” she acknowledged. “I want to be clear: endorsing that letter was a mistake. The actions taken by this administration concerning public lands are fundamentally opposed to REI’s core values. Although this occurred before my tenure at the co-op, I am here to apologize on behalf of REI and to retract our endorsement of Doug Burgum and fully accept responsibility for how we proceed moving forward.”
Laughton elaborated that REI is collaborating with the Conservation Alliance and other companies to “unite the business sector in defense of our public lands and waters.” The newly launched initiative, Brands for Public Lands, is advocating for the Department of the Interior to “engage the public in significant decisions” affecting public lands and is also urging Congress to avert the substantial divestment of these lands by sending two new letters.
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“While local organizations, Tribal groups, and NGOs have been mobilizing to advocate for public lands protections in recent times, demonstrating a shared value for public lands across different ideologies, demographics, and regions, the business community has largely remained silent,” stated a press release from the Conservation Alliance. “That is changing now.”
REI has since signed the Conservation Alliance’s letter directed at Burgum as well as its letter to Congress, joining over 50 other outdoor recreation brands in doing so.
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