Emeryville, California, United States, June 2025 — MT Sobek, a trailblazer in adventure travel since 1969, has appointed Seth Heald as its new Chief Executive Officer, signaling a strategic move toward renewed growth and innovation in the global active travel sector. With over 20 years of entrepreneurial and operational experience in wilderness exploration and active travel, Heald’s appointment marks a new chapter in MT Sobek’s storied legacy.
Before joining MT Sobek in 2023, Seth Heald served as Director of North America Operations for REI’s Adventure Travel division. He is best known for founding and scaling Arizona Outback Adventures into a nationally recognized brand that employed nearly 150 staff and delivered premier adventure experiences across the American West. The company was acquired by REI in 2019. Heald, a dual citizen of the U.S. and Canada, also successfully launched and operated four other adventure travel companies, further cementing his expertise in the domain.
“We’ve known and worked with Seth for 25 years,” said Tom Lee, Chairman of MT Sobek. “He brings a rare combination of entrepreneurial vision, operational expertise, and deep industry roots. He’s built successful adventure travel companies from the ground up and knows what it takes to lead with integrity, creativity, and a customer-first mindset. We’re thrilled to have him at the helm of MT Sobek.”
Heald succeeds Massimo Prioreschi, who led MT Sobek through the challenging COVID-19 era and a subsequent phase of organizational transformation. “We’re incredibly grateful for Massimo’s leadership during the lean years and beyond. He leaves behind the strongest foundation in our 56-year history, and we wish him the very best in his retirement,” added Tom Lee.
Commenting on his new role, Seth Heald said, “I’m honored to lead a company as iconic and values-driven as MT Sobek. This is a brand that has always stood for bold, immersive, and authentic travel experiences. I look forward to working with our passionate team and expert guides to keep that spirit alive—and take it even further, building on MT Sobek’s legacy of global adventures, cultural immersion, and guided expeditions.”
MT Sobek
Founded in 1969, MT Sobek is a pioneering adventure travel company headquartered in Emeryville, California. Known for its deep commitment to cultural immersion, wilderness exploration, and expertly guided travel experiences, MT Sobek offers a wide array of global expeditions, from high-altitude treks to river journeys. With over five decades of legacy, the company continues to lead the way in delivering bold, transformative travel for discerning adventurers.
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