REI is undergoing a business revolution. The consumer co-op for outdoor lovers believes the future of outdoors is to "protect where people recreate," and that means migitating the impact on our natural environment. REI is disrupting the linear retail model by providing re-commerce, rental and repair options for its customers. Peter Whitcomb, director of new business development and circular economy, is the embodiment of REI's circularity-oriented business development model. By lowering the barrier of access to outdoor gears and giving consumers more price options, REI is able to expand its customer base, he said. From Circularity19.