Exclusive partnership supports Montana’s $545 million outfitting and guide sector and equips outfitters with modern tools to better serve today’s travelers

HELENA, Mont. January 29, 2026— The Montana Outfitters and Guides Association (MOGA) announced today a new technology pilot designed to support Montana outfitters by modernizing core business operations while preserving the independence, tradition, and local ownership that define the state’s outdoor recreation economy.

Through a partnership with Mallard Bay, an outdoor technology company focused on outfitter and guide operations, participating outfitters will gain access to modern digital booking and business tools tailored specifically for guided outdoor experiences. The pilot is intended to give Montana outfitters a competitive edge in an evolving travel marketplace while keeping control, relationships, and decision-making firmly in local hands.

“We are thrilled to partner with Mallard Bay to bring our members the latest in outfitter technology,” said Will Israel, Executive Director of MOGA. “Montana’s outfitters carry on a proud tradition, and this partnership gives them a modern edge. It’s a win-win that enhances our members’ success and the experiences they offer to the public.”

Supporting a $545 Million Pillar of Montana’s Tourism Economy

According to the University of Montana Institute for Tourism & Recreation Research, nonresident visitors spend more than $545 million annually on outfitters and guides in Montana, making guided outdoor recreation a cornerstone of the state’s tourism economy and a critical driver of rural jobs and local businesses.

Despite its importance, much of the outfitting industry continues to rely on manual systems such as phone calls, mailed checks, handwritten calendars, and word-of-mouth referrals. As consumer expectations shift toward seamless online planning and booking, these traditional systems can limit growth and create unnecessary friction for both outfitters and customers.

“This partnership represents a meaningful step forward for an industry that has long operated offline,” said Logan Meaux, CEO and Co-Founder of Mallard Bay. “It is modern infrastructure for small, rural businesses that keeps ownership and decision-making local.”

Meeting the Moment in the Experience Economy

The pilot launches at a time when demand for outdoor experiences is accelerating.

  • Millennials and Gen X are expected to inherit approximately $84 trillion by 2045, with as much as $16 trillion transferring in the next decade, according to Visual Capitalist.

  • Research consistently shows these generations prioritize travel, outdoor recreation, and immersive experiences over material goods.

  • Travelers increasingly expect transparent, easy online booking, even for remote, guided outdoor trips.

“Montana has a rich outfitting heritage, and we’re excited to support that community through this partnership,” Meaux said. “Mallard Bay’s mission is to conserve rich outdoor traditions by connecting outfitters and sportsmen and women. By working with MOGA, we can empower more guides to expand their client base, operate more efficiently, and ultimately deliver unforgettable outdoor experiences to multiple generations.”

Built to Support Montana Outfitters

The technology is designed to support, not supplant, outfitters.

  • Outfitters retain ownership of their clients and data

  • Pricing, availability, and business rules remain under outfitter control

  • Each business maintains its brand, story, and customer relationships

Beyond improving customer experience, the pilot is expected to strengthen long-term economic resilience in rural communities by lowering barriers for next-generation outfitters, supporting succession planning, and helping Montana businesses remain competitive while staying true to their roots.

“Technology cannot glass a ridge or read a river,” Israel said. “But it can help ensure the business side of outfitting keeps pace with how people plan and book their trips today.”

Montana Leading with Tradition and Innovation

Rather than reacting to outside platforms, Montana outfitters are helping shape a modernization approach grounded in local values, industry leadership, and respect for the traditions that make the state’s outdoor economy unique.

“This is about strengthening what already works in Montana,” Israel said. “We are honoring our heritage while giving outfitters the tools they need to succeed for the next generation.”

MOGA members will be introduced to the platform at the Winter Convention in Butte January 30–February 1, 2026. The pilot will begin in 2026 with a limited group of MOGA members and is expected to expand following the association’s annual convention in late January, with the goal of strengthening Montana’s outfitting economy and serving as a model for other states.

About Mallard Bay

Mallard Bay provides business management tools for guides, outfitters, and lodges nationwide. The platform has supported more than $30 million in bookings over the last two seasons and is used by hundreds of outfitters to manage their operations. Built by a team with firsthand experience in the outfitting industry, Mallard Bay is committed to supporting independent operators and the long-term health of the outdoor recreation economy.