As a collective of authentic voices to evangelize ZOZI’s mission to inspire people to “Get Out There”, we created a group of ambassadors called ZOZI Gurus. Initially, each of the Gurus acted as the central figure of highly curated experiences for small groups that lasted a single or multiple days.
As we grew and evolved the business, the role of each Guru scaled to include editorial contributions to the site and to promote gear and experiences related to their specific expertise. What was initially relatively low touch became very highly touch and inclusive of each of our different business verticals.