Alright – so today we’ve got the honor of introducing you to Shannon Peffley. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Shannon, appreciate you sitting with us today to share your wisdom with our readers. So, let’s start with resilience – where do you get your resilience from?
I get my resilience from a mix of where I come from, what I’ve chosen to take on, and the mindset I’ve built along the way. Growing up in a family of entrepreneurs, I learned early that business is full of ups and downs. Watching how my family handled setbacks taught me that challenges aren’t the end — they’re part of the process.
A lot of my resilience also comes from the businesses I’ve built. Running companies across totally different industries — from food and beverage to outdoor adventure — has forced me to adapt quickly and keep moving forward no matter what’s thrown at me. There’s no handbook, so you learn by doing, by solving problems under pressure, and by being willing to take risks.
On a personal level, I’ve built resilience through endurance sports. Training for marathons and now an Ironman 70.3 has shown me how much is possible if you just keep showing up. Pushing through long hours, discomfort, and doubt in training has carried over into how I handle the grind of entrepreneurship.
At the core, my resilience comes from what I believe. I believe opportunities are created through hard work. I believe comparison is the thief of joy. And I believe trusting your team allows you to focus on what matters most. My resilience is tied to purpose — providing for my family, serving people well, and creating something lasting through the businesses I build.
Thanks, so before we move on maybe you can share a bit more about yourself?
I recently stepped away from the food and beverage industry, where I had spent years helping emerging brands grow, to focus fully on two things I’m most passionate about: the outdoor industry and consulting.
On the outdoor side, I run businesses like Mountain Surf Paddle Sports, All Inclusive Adventures, New River Paintball, and Yogi Expeditions. What excites me most is giving people the chance to experience something unforgettable — whether it’s paddleboarding on Summersville Lake, kayaking through crystal-clear springs in Florida, or joining us on a yoga and adventure retreat in Belize, Colombia, or even here in West Virginia. These aren’t just activities; they’re opportunities for people to connect with nature, push themselves in new ways, and create memories that stick.
Alongside that, I launched Adventure Hospitality Consulting, where I help other operators in the outdoor and tourism space build stronger businesses. My focus is on customer service, operations, and culture — the things that truly set one experience apart from another. I love showing owners and guides how creating consistency and building the right systems can lead to more 5-star reviews, repeat guests, and long-term growth.
Right now, my energy is going into expanding our Yogi Expeditions retreats with new international destinations, and building out resources through Adventure Hospitality to help other operators succeed. For me, it’s about combining what I’ve learned in business with what I love most — adventure, people, and creating experiences that matter.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Looking back, three qualities have been the most impactful in my journey: adaptability, perseverance, and relationship-building.
Adaptability has been key. I’ve shifted from food and beverage into the outdoor industry, and each space has its own challenges. Being able to pivot, learn quickly, and not get stuck in “the way things have always been done” has opened doors I never expected. For anyone just starting out, my advice is to stay curious — read, ask questions, and be willing to try new approaches even if they make you uncomfortable.
Perseverance has carried me through the tough times. There have been plenty of moments when it would have been easier to throw in the towel — but I’ve learned that progress comes from simply showing up again and again, even when you’re tired or discouraged. My advice here is to build small daily habits that keep you moving forward. You don’t have to leap every day, but you do have to take a step.
Finally, relationship-building has made all the difference. Business, and really life, is about people. The connections I’ve made — with partners, guests, mentors, and even competitors — have shaped every opportunity I’ve had. If you’re early in your journey, invest in people. Listen more than you talk. Deliver on your word. The trust you build will open more doors than any marketing campaign or sales pitch ever will.
Awesome, really appreciate you opening up with us today and before we close maybe you can share a book recommendation with us. Has there been a book that’s been impactful in your growth and development?
Two books that have played a huge role in my development are How to Win Friends and Influence People by Dale Carnegie and Unreasonable Hospitality by Will Guidara.
How to Win Friends and Influence People taught me early on that business — and life — is about people. The simple idea of genuinely listening, remembering someone’s name, and making others feel important might sound basic, but it’s a game changer. It reminded me that success isn’t about pushing your own agenda, it’s about creating real connections and treating people with respect. That mindset has shaped how I lead, sell, and build relationships across every industry I’ve worked in.
Unreasonable Hospitality pushed me to think about service in a whole new way. It’s not about doing what’s expected; it’s about going above and beyond to create moments people will never forget. That really clicked with me in the outdoor and hospitality space. Whether it’s surprising guests with a small thoughtful gesture or building a culture where every team member feels empowered to wow someone, it showed me that hospitality is less about transactions and more about transformation.
Together, those books taught me that if you can combine genuine relationships with extraordinary service, you can create something lasting — whether it’s a brand, a retreat, or even just a conversation that makes someone’s day.
Contact Info:
- Website: https://www.adventurehospitaltygroup.com
- Linkedin: https://www.linkedin.com/in/shannonpeffley
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