Guidefitter, a platform connecting outdoor brands with verified professionals, has expanded its collaboration with Rocky Brands to include two additional portfolio names: The Original Muck Boot Company and XTRATUF.
The move builds on the companies’ existing partnership with Rocky Boots, which began in 2021.
The expansion allows Muck and XTRATUF to access Guidefitter’s network of more than 194,000 verified outdoor professionals, including guides, outfitters, military personnel, and law enforcement officers.
These users engage with pro programs, product education, and targeted brand storytelling, providing direct feedback and visibility to industry influencers.
“Following the success we’ve seen with Rocky on the platform, expanding our partnership to include Muck and XTRATUF was a natural evolution,” Jason Brooks, president and CEO of Rocky Brands, said in a press release.
“Guidefitter provides direct access to a highly engaged community of professionals who rely on performance-driven gear every day. It’s a powerful way for our brands to build authentic connections and reinforce trust with core users,” Brooks added.
Since joining Guidefitter, Rocky Boots has leveraged the platform to connect with verified outdoor professionals, demonstrating measurable engagement and brand credibility. The addition of Muck and XTRATUF signals Rocky Brands’ confidence in the platform’s ability to extend those results across its footwear portfolio.
“Rocky Brands has been a valued partner since 2021, and what we’ve built together with the Rocky brand made this expansion inevitable,” Brian Worthington, vice president of brand partnerships for Guidefitter, said.
“Muck and XTRATUF are two of the most trusted names in outdoor footwear. Our Insiders—guides, outfitters, military, law enforcement—know what holds up and what doesn’t, and their recommendations carry real weight with the consumers who follow their lead,” Worthington added.
Guidefitter currently supports more than 325 brand partners across hunting, fishing, shooting sports, and outdoor recreation. Its platform combines community, commerce, and software to turn professional purchase programs into full-funnel marketing tools, delivering authentic content, education, and direct commerce opportunities.
Rocky Brands, headquartered in Nelsonville, Ohio, designs, manufactures, and markets premium footwear and apparel under recognized names such as Rocky, Georgia Boot, Durango, Lehigh, Muck, XTRATUF, and Ranger.