Outfit owners: Ready to get out of the trenches and build a business that grows without burnout?
Zeb and Corey sat down with Dave Logan of Four Season Guides for a candid Fireside Chat about the business education and financial strategy that made his business growth possible.
Dave put it simply: “This is my business education.”
Read on to learn more about:
- Why business support isn’t a cost to minimize, but an investment “that undoubtedly pays dividends”
- How Zebulon helped Dave’s business grow
- Dave’s dividend stack after one year with Zebulon
Why Seasonal Business Owners Get Stuck In The Trenches
Dave’s origin story at Four Season Guides might sound familiar. He started out as a young guide in 2005, his passion for the outdoors fueling a fun-seeking seasonal gig as a trek guide in the Grand Canyon.
Fast forward to 2013, and he purchases the company and assumes ownership. Fast forward again to 2020, and even though Four Season Guides is still a thriving business, “the business lived 100% inside my head,” as Dave puts it.
Dave was still doing everything. All decision-making responsibilities rested on his shoulders. Any growth came at a cost to Dave’s personal well-being, and he was burning the candles at both ends.
Dave, still passionate about his business, was at a split in the road: invest more time and money into his growing business, or sell so he could be a present father growing his family. There wasn’t a clear path to do both; to him, it was either one or the other.
Enter: Zebulon.
Business Education for Outfitters: The Zebulon Approach
We hear you loud and clear: the emotional cost of running a business – especially a business you want to see grow and thrive – can be stressful and overwhelming. If you don’t have a strong business background (and, we get it, many outfitters don’t have business backgrounds), keeping an outfit afloat can be all-encompassing. Yes, it can be gratifying, but also exhausting.
You got into this business to share your passion for the outdoors – not because you wanted to sit in an office. Right?
We recognize that most owners struggle with employee retention, stabilizing cash, and staying competitive. We also know that, on a personal level, if owners are pouring their life into their business, it should reward both their team and their family – not trap them in stress, uncertainty, and barely getting by.
Zebulon serves as a de facto member of our clients’ teams, providing an industry-specific, seasonally-oriented business education paired with financial strategy, business growth, and leadership development.
How Zebulon Helps Businesses Grow
When Dave found Zebulon, he was ready to “be more of a leader, less constantly in the trenches.” He sought a clearer mind and a clearer vision, not to mention better finances, and he’s found all that (and more) over the course of partnering with us.
We serve our clients via three main channels – Professional Services (aka Financial Planning & Analysis), The Eddy peer group, and data analysis via our Central Data Hub.
Professional Services
Owners want to improve their financial situation. We’re talking growing revenue, improving profitability, increasing owner take-home pay, giving key employees better perks, and even just tightening up the financial ship a little. Zebulon delivers professional services via custom-built financial strategy plans guided by our finance team.
The Eddy Peer Group
The Eddy is a collaborative group of like-minded business owners and their top managers who are ready to “get off the island.” We gather year-round to learn business fundamentals and hold each other accountable for implementing high-impact tactics, like RACI charting and employee engagement surveys.
The Central Data Hub
Zebulon’s Central Data Hub compiles all your business data from multiple sources (reservation technology, point of sale, retail, food, lodging, and more). Our team then uses your data to watch for real-time trends, set strategic targets, and track your progress throughout high season and low season alike.
Zebulon Goes “All Hands On Deck” When Seasons Get Curb-Stomped
Nothing in life is guaranteed except death and taxes – and, in the case of seasonal businesses, bad weather and unexpected disruptions.
In Dave Logan’s case, his promising 2025 season (which was spurred to new heights by Zebulon’s strategic pricing increases and Eddy initiatives) was stopped in its tracks by the Dragon Bravo fire at the Grand Canyon. Their iconic “Rim-to-Rim” hiking package was suddenly wiped off the map, and Four Season Guides was staring down the barrel of losing 60% of their volume.
Enter: Zebulon.
By implementing an “all hands on deck” approach, we helped Dave and his leadership team with thoughtful and compassionate contingency planning. By providing an impartial, third-party perspective, we helped streamline priorities and establish a triage hierarchy for immediate needs. Rather than making decisions out of fear, Zebulon helped Four Season Guides get intentional about maintaining a positive client experience during an otherwise incredibly stressful time.
Even when plans go haywire, being able to roll with the punches – and having the support of a team of experts to help you strategize – makes all the difference. Despite the significant headwinds Four Season Guides experienced in 2025, they wrapped the year with their strongest numbers yet.
The Proof is In The Pudding: Four Season Guides’ Hard Numbers
Here’s a breakdown of the “Zebulon Effect” that Dave experienced in year one of investing in his business education and partnering with Zebulon.
Passenger growth:
In 2024, Four Season Guides took 540 passengers on unforgettable multi-day hikes through the American Southwest. In 2025, that number jumped 42% to 767 delighted passengers.
Average spend:
Despite some initial resistance to strategic price increases, Four Season Guides ultimately increased their average per-passenger spend from just over $1,500 in 2024 to almost $1,900 in 2025.
Revenue:
Top-line income grew from $830,000 in 2024 to a healthy $1.44 million in 2025. That’s a $610k increase, for those keeping score.
Takeaway:
More volume, plus higher average spend, is the growth combo most seasonal businesses need.
Zebulon’s Dividend Stack: First-Hand Testimony from Dave
Most owners already know financial strategy matters. The hard part is finding a partner that can teach it in plain language, understand how seasonal businesses actually operate, and can help you build a company that fits your goals.
As Dave put it, he saw partnering with Zebulon as “an educational investment that will undoubtedly pay dividends.”
Well, here are the dividends Dave saw in just his first year:
- Business education: Practical fundamentals to apply immediately
- Leadership development: An A+ right-hand man and a growing team of high-performing managers
- Delegation systems: A RACI chart that moved Dave from Responsible and Accountable to Consulted and Informed, ensuring the businesses no longer lived “100% inside his head”
- A peer cohort: A room of like-minded owners in a space to “work through it together”
- Calmer decision-making: Structured cadence and intentionality during disruption
- Clarity: Pricing based on strategy, not competitors
If you’re ready to invest in your own business education, we’d love to hear from you.
