Exposure Travel was founded in 2007 by long time friends and outdoor enthusiasts, Cory Matheson and Nick Gudewill. The tandem grew up utilizing BC's extraordinary landscape of mountains, ocean, lakes and forests, conducive to activities such as fishing, hunting, skiing, hiking, boating and camping. The pair decided to turn their passion for such outdoor activities into a business. However, Matheson and Gudewill felt that the outdoor adventure market was quite saturated. Long standing companies, specializing in fishing, skiing, river rafting and hiking, among others, had been in operation for years, thus solidifying a strong position in their market(s). But the pair of former Wall Street analysts concluded that no company offered luxury BC outdoor adventures, catered specifically to a high end customer. The two worked swiftly and diligently to form relationships with numerous resorts, yacht owners, personal chefs, seaplane and helicopter operators and adventure tour guides. Once this task was completed, Exposure had a platform of contacts from which to build upon. The company commenced full time operations in 2008/09. In its first full year of operation, the company performed three trips, which generated roughly $110,000 in revenue. Of these three trips, one accounted for approximately 60% of total revenue.
Exposure employs a differentiation strategy, underpinned by client customization. The company aims to allow customers to experience the rigorous, yet breath-taking, landscape of BC, but in a much more comfortable fashion. As a result, this allows individuals of all ages and skill levels access to outdoor adventures. This allows Exposure to reach its target market of companies interested in corporate retreats, as well as families looking for a holiday.
At the core of Exposure's strategy, customers are encouraged to customize their trips, enabling them to specify travel destinations, types activities and styles of food involved in their adventure. Consequently, adventures commonly consist of yachts, helicopters, sea planes and personal chefs. The company currently offers "Inspired Trips", which are rough outlines of past adventures. These act as a reference point for ideas from which customers can build upon. Through this process, Exposure empowers customers to tailor each trip to their specific interests. Aside from this customization, Exposure seeks to transform common outdoor activities into luxurious experiences. For example, the company coined the phrase "glamping", which refers to a glamorized form of camping. Conventional tents are replaced with large, permanent huts, located in remote areas throughout the province and fine cuisine is substituted for hot dogs.