Mission & Values


Our mission is to bring the world outside, leverage our capabilities and experience and instill passion into products that help outdoor enthusiasts achieve independence and success in the activity of their choice.


Our vision is to be a leading provider of quality products for the outdoor enthusiast, while delivering superior long-term returns to our shareholders, value for our customers and rewarding careers for our employees.


We will develop innovative products; grow our brands; expand into complementary and adjacent markets; build on our strategic partnerships; and continuously improve our performance.


Our values INSPIRE and align us as a company. They form the foundation for our behavior, how we conduct business, make decisions and treat others. We are passionate, committed, trusted, efficient and persistent.

We will operate at the highest standards of compliance and integrity. We insist on ethical behavior. It is the foundation of our culture. We treat our co-workers, customers, competitors and stockholders with respect and dignity. No success is worth the expense of compromising our integrity.

We are flexible and adaptable. While strategic, our operating structure and business model ensure we can rapidly respond to market dynamics, adopt best practices and implement new ideas.

Safety is a core element of our culture and is part of our DNA. We are committed to safe operations and are diligent in our safety practices and processes.

People are our most important asset and our greatest competitive advantage. Our employees are passionate and committed to delivering quality products to our customers. Our culture centers on an engaged and accountable workforce – where leaders and employees are responsible for developing talent. We desire to attract and retain the very best, diverse workforce: rich in talent, background, ideas and experience.

We will constantly strive to drive innovation into all aspects of our business to provide our customers products that deliver reliability, quality, performance and value. The only constant in our market is change, and we will leverage and invest in our people, product development and our processes to provide innovative solutions.

We believe that being a good corporate citizen benefits our customers, our employees, our communities and our business. We are patriotic and value our freedoms; we support military members and their families; we invest in and support conservation; we invest in training and education for the safe use and handling of our products; and we operate our businesses in an environmentally responsible and compliant manner. Our communities where we live and work deserve our support, and we invest in the future by supporting education initiatives.

We deliver high-quality products through a disciplined, process-driven approach, known as Vista Performance Management. We drive efficiencies through continuous improvement in our processes and procedures. We create productive relationships with our employees, suppliers and customers. We will focus on delivering long-term shareholder value.