MT Sobek Appoints Seth Heald as New CEO to Lead Adventure Travel Expansion
EMERYVILLE, Calif., June 19, 2025 /PRNewswire/ — MT Sobek, the pioneering name in adventure travel since 1969, proudly announces the appointment of Seth Heald as its new Chief Executive Officer. Heald, a seasoned leader with over two decades of entrepreneurial and operational experience in active travel and wilderness exploration, is set to guide MT Sobek into its next phase of growth and innovation.
MT Sobek CEO Seth Heald (PRNewsfoto/Mountain Travel Sobek)
Heald’s deep roots in the adventure travel industry include founding and leading Arizona Outback Adventures for over 20 years. Under his leadership, the company became a nationally recognized name in adventure travel, employing nearly 150 staff and delivering exceptional experiences across the American West before its acquisition by REI in 2019. A dual citizen of the U.S. and Canada, Heald has also successfully launched and operated four other thriving adventure travel companies. Most recently, prior to joining MT Sobek in 2023, he served as Director of North America Operations for REI’s Adventure Travel division.
“Seth brings a rare combination of entrepreneurial vision, operational expertise, and deep industry roots,” said Tom Lee, MT Sobek Chairman. “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 have known and worked with Seth for 25 years and we’re thrilled to have him at the helm of MT Sobek.”
Heald succeeds Massimo Prioreschi, who successfully guided MT Sobek through a period of significant transformation. “We’re incredibly grateful for Massimo’s leadership through the lean years of COVID and beyond. He leaves a foundation and team that is the strongest in MT Sobek’s 56 years. We are extremely appreciative of his hard work and commitment to MT Sobek and our guests. We wish him well in his retirement,” added Lee.
“I’m honored to lead a company as iconic and values driven as MT Sobek,” said Heald. “This is a brand that’s 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.”
For more information about MT Sobek and its award-winning adventures, please visit www.mtsobek.com.
SOURCE Mountain Travel Sobek
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