Guidefitter Deepens Strategic Partnership with Rocky Brands, Inc., Expands Platform to Include Muck and XTRATUF
Expansion Builds on Longstanding Collaboration with Rocky Boots, Bringing Additional Rocky Brands Portfolio Leaders into Guidefitter's Professional Network
BOZEMAN, Mont., April 2, 2026 /PRNewswire/ -- Guidefitter, a leading outdoor recreation technology platform connecting brands with verified outdoor professionals, today announced an expanded partnership with Rocky Brands, Inc. (NASDAQ:RCKY). Building on a successful relationship established with Rocky Boots in 2021, two additional brands from the Rocky portfolio - The Original Muck Boot Company and XTRATUF - have now joined the Guidefitter platform.
This expansion marks a significant milestone in the ongoing collaboration between Guidefitter and Rocky Brands, reflecting the strength of the partnership and the proven impact of Guidefitter's professional network in driving brand engagement and credibility within the outdoor industry.
"Following the success we've seen with Rocky on the platform, expanding our partnership to include Muck and XTRATUF was a natural evolution," said Jason Brooks, President/CEO at Rocky Brands. "Guidefitter provides direct access to a highly engaged community of professionals who rely on performance-driven gear every day. It's a powerful way for our brands to build authentic connections and reinforce trust with core users."
Since joining Guidefitter in 2021, Rocky Boots has leveraged the platform to connect with a verified audience of guides, outfitters, and outdoor professionals. The addition of Muck and XTRATUF underscores Rocky Brands' confidence in the platform's ability to deliver meaningful results across its portfolio.
"Rocky Brands has been a valued partner since 2021, and what we've built together with the Rocky brand made this expansion inevitable," said Brian Worthington, VP of Brand Partnerships for Guidefitter. "Muck and XTRATUF are two of the most trusted names in outdoor footwear. Our Insiders - guides, outfitters, military, law enforcement - these are professionals who destroy boots for a living. They know what holds up and what doesn't, and their recommendations carry real weight with the consumers who follow their lead. Giving Muck and XTRATUF direct access to that audience is exactly what our platform is built to do."
Through Guidefitter, The Original Muck Boot Company and XTRATUF will engage directly with a network of more than 194,000 verified outdoor professionals through pro programs, targeted storytelling, and product education. The platform currently supports more than 325 brand partners across hunting, fishing, shooting sports, and outdoor recreation. For more information, visit www.guidefitter.com.
About Guidefitter
Guidefitter is an emerging leader in outdoor recreation technology, powering the industry's most comprehensive pro graph—a verified, data-rich network of licensed guides, outfitters, conservation advocates, educators, military service members, and first responders. Our platform converges community, commerce, and software to transform pro purchase programs into full-funnel marketing engines, driving authentic content, education, and commerce at scale.
We are the indispensable network connecting brands, pros, enthusiasts, associations, and agencies in a single, high-trust network. More than 325 brands—including Swarovski Optik, Crispi Boots, Weatherby, Jetboil, and Garmin—use Guidefitter's platform.
Guidefitter is headquartered in Bozeman, Montana. Learn more at www.guidefitter.com or follow @guidefitter on Instagram.
About Rocky Brands, Inc.
Rocky Brands, Inc. (NASDAQ:RCKY) is a leading designer, manufacturer, and marketer of premium quality footwear and apparel marketed under a portfolio of well-recognized brand names including Rocky, Georgia Boot, Durango, Lehigh, The Original Muck Boot Company, XTRATUF, and Ranger. More information can be found at RockyBrands.com.
Media Contacts:
Guidefitter: [email protected]
Rocky Brands: [email protected]
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SOURCE Guidefitter