Equipt Expedition Outfitters (2005), company deep-dive

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Equipt Expedition Outfitters: The Distributor That Built America’s Overlanding Market

When people talk about the rise of overlanding in North America, the conversation usually revolves around big hardware makers — roof-top tent innovators, rack designers, or canopy builders. But behind the gear itself is a quieter story: the distributors who connected South African and Australian ingenuity to the American market. Few companies embody that role better than Equipt Expedition Outfitters, founded and still run by Paul May.

This isn’t a story of a flashy IPO or billion-dollar valuation. It’s the story of a one-man operation in Utah who fell in love with overlanding before the term was mainstream, and who built a business by convincing skeptical Americans that they needed African-designed rooftop tents, drawer systems, and fridges for their trucks. Without Equipt, the U.S. overlanding market might have taken much longer to bloom.

Paul May: From Enthusiast to Entrepreneur

Paul May’s journey into overlanding started like so many: with a personal trip that turned into an obsession. Based in Utah, he was an avid 4x4 enthusiast who spent years exploring backroads across the West. By the early 2000s, he was hungry for better gear. Traditional RV setups didn’t fit, and the U.S. off-road aftermarket was more focused on lift kits and bumpers than camping systems.

Then May discovered South African gear. On trips and in trade magazines, he noticed products from brands like Eezi-Awn (a pioneer of roof-top tents and awnings) and National Luna (producers of ultra-efficient fridge/freezers). These weren’t backyard fabrications — they were battle-tested in Africa’s safari and expedition markets. May realized they were exactly what American adventurers needed, even if most had never heard of them.

That’s where the idea for Equipt was born: if the gear already existed, someone had to bring it across the ocean and build the distribution network.

Genesis of Equipt

Equipt Expedition Outfitters officially launched in 2005 in Salt Lake City. At first, it was just Paul May importing small shipments of Eezi-Awn tents and National Luna fridges into his garage. He worked the phones, hustled at events, and built a reputation as the go-to guy for serious overland kit.

The model was straightforward:

• Import world-class gear from South Africa and Australia.

• Educate U.S. customers on why they needed it.

• Support installers and dealers with reliable service and logistics.

It wasn’t glamorous. Shipments would arrive in containers, and May himself would help unload and repackage. But slowly, demand grew. Early adopters — the kind of folks who showed up at the first Overland Expos — began buying Eezi-Awn tents from him, telling friends, and returning for drawer systems or fridges.

Equipt didn’t invent the products; it invented the U.S. channel.

Scaling Up Through Distribution

By the 2010s, overlanding was gaining cultural momentum. Social media amplified images of rigs with roof-top tents, and Overland Expo became a hub for enthusiasts. Equipt was ready.

Paul May turned Equipt into the exclusive U.S. distributor for several major brands, including:

• Eezi-Awn (roof-top tents, awnings, racks)

• National Luna (fridges, lighting, power systems)

• Alu-Box (aluminum storage cases)

• Escape Gear (seat covers, canvas gear)

By securing exclusive agreements, May ensured Equipt was more than just a reseller. It became the pipeline. If you wanted South African expedition gear in the U.S., you had to go through Equipt or one of its dealers. That exclusivity gave the business stability and leverage.

The dealer network grew, too. Shops in Colorado, Arizona, and California began carrying Equipt’s imported lines. Online sales accelerated. Suddenly, products that once required overseas shipping were available in a week, with U.S.-based warranty support.

Revenues and Scale

As a private company, Equipt doesn’t disclose revenues, but industry sources and distribution models allow for estimates. With exclusivity over brands like Eezi-Awn and National Luna — both high-ticket products — annual turnover is likely in the $10–15 million range.

Consider:

• A single Eezi-Awn roof-top tent retails for $2,000–$3,000.

• A National Luna fridge can cost $1,200–$1,800.

• Dealers across the U.S. and direct sales add up fast.

Even with modest volumes, the economics are compelling. If Equipt moves just 3,000–5,000 major units a year across tents, fridges, and racks, revenue easily lands in the eight-figure zone. For a lean Utah company with a small staff, that’s significant scale.

M&A and Partnerships

Equipt hasn’t been an M&A-heavy story like some brands, but its significance comes from partnerships:

• Eezi-Awn: One of South Africa’s oldest overland manufacturers. By locking U.S. exclusivity, Equipt tied itself to a legacy brand with proven credibility.

• National Luna: Known for rugged, efficient fridges. Equipt introduced it to an American market just starting to understand portable 12V refrigeration.

• Alu-Box: Heavy-duty storage cases that became a staple of serious builds.

These weren’t just supplier relationships; they were strategic alliances. Paul May essentially became the U.S. extension of these brands, integrating his marketing with theirs and building their reputations stateside.

From an M&A angle, the real play was cultural: Equipt made international brands “American” by giving them a home base here.

Why It Worked

So why did Equipt succeed where others might have stumbled? A few reasons stand out:

1. Timing: Paul May jumped in before overlanding was trendy. By the time demand exploded, he already had the exclusive rights and dealer networks in place.

2. Product Selection: He didn’t import gimmicks. Eezi-Awn and National Luna had decades of field use behind them. Reliability made the education easier.

3. Exclusivity: By negotiating U.S. distribution rights, Equipt avoided being undercut by rivals. That exclusivity gave it defensible territory.

4. Education-Driven Marketing: May didn’t just sell gear; he taught Americans why they needed it. Training installers, attending Expos, writing guides — he built trust, not just sales.

5. Community Connection: Paul May himself became a recognizable face at events. People trusted him personally, which bled into trust in the brands he represented.The Founder’s Role

Unlike many companies that transition leadership after a few years, Paul May remains deeply involved in Equipt’s operations. He’s known for working the booth himself at Overland Expo, fielding customer questions directly, and maintaining a close relationship with dealers.

This founder-led authenticity matters in overlanding, a community where buyers want to know the story behind the gear. May embodies the bridge between South African ruggedness and American adventure culture.

The Road Ahead

Equipt is in a strong but nuanced position. Overlanding in North America is booming, but it’s also crowded. Competitors now import their own lines, and domestic brands are filling gaps with cheaper alternatives.

The differentiators for Equipt going forward will be:

• Continuing exclusivity: Maintaining the U.S. rights to legacy brands like Eezi-Awn.

• Dealer relationships: As retailers grow choosier, Equipt’s long-standing network is an asset.

• Product depth: Expanding offerings into complementary categories without losing focus.

• Cultural capital: Remaining a trusted curator rather than just another distributor.

Timeline Snapshot

• Early 2000s: Paul May discovers South African gear like Eezi-Awn, begins importing into Utah.

• 2007–2008: Equipt Expedition Outfitters formalizes, builds early dealer relationships.

• 2010s: Becomes U.S. distributor for Eezi-Awn, National Luna, Alu-Box, and others. Overland Expo growth fuels demand.

• 2020s: Estimated $10–15M annual turnover, entrenched as a key player in the U.S. overland gear ecosystem.

Bottom Line

Equipt Expedition Outfitters isn’t a flashy startup or a unicorn. It’s something arguably more important: the connective tissue that helped make overlanding mainstream in America.

By spotting South African innovation early, taking the risk to import it, and patiently building the network to support it, Paul May carved out a defensible, profitable niche. Today, Equipt is as much a cultural gatekeeper as a distributor — proof that in the outdoor industry, sometimes the biggest impact comes not from inventing the gear, but from knowing how to get it into the right hands.

For B2B readers, the lesson is clear: distribution, education, and community trust can be just as powerful as product design in building a lasting outdoor brand. It’s a crucial service - especially for our niche.

Here’s a good inside view of the story…