About
In the crowded landscape of travel content, where personality-driven vlogs often prioritize spectacle over substance, Matt and Cheryl Schoss have built something different. Their brand, "We're in the Rockies," launched on April 18, 2020, has in a remarkably short time amassed over 100,000 subscribers and more than 18 million views on YouTube. But these metrics only hint at the true story. The Schosses have built a strong digital media company by rejecting the conventional influencer model and instead using their deep professional backgrounds as educators. They identified a profoundly underserved market—the careful but overwhelmed trip planner—and built a highly profitable, direct-to-consumer business that sells not just information, but the invaluable commodity of confidence.
We're in the Rockies: History and Growth
The start of "We're in the Rockies" wasn't a desire for fame, but a response to frustration. The "aha moment" came when Cheryl, a special education teacher with 25 years of experience, was attempting to plan a family trip to Atlanta. She found the YouTube travel space dominated by content that offered little in the way of practical, actionable advice. It was a market failure that resonated with her professional instincts for clear, structured instruction.
This experience tapped into a deep well of pre-existing expertise. Matt Schoss had worked for the federal government for 16 years and, critically, served as an adjunct instructor of American history at Weber State University in Utah. His academic focus was the American West and its national parks, giving him a professorial command of the subject matter. Seeing the gap Cheryl had identified, Matt, a keen video editor, began to experiment. His initial videos on visiting Yellowstone and Zion were not vlogs; they were lessons. He got out a map and, like a teacher, systematically broke down the complex logistics of navigating the parks.
The approach immediately found an audience starved for clarity. This early success was built on a unique and authentic foundation: Cheryl's expertise in breaking down complex information into manageable steps, honed over decades in special education, and Matt's proven ability to deliver engaging, university-level historical context. They weren't playing the part of travel experts; they were applying their professional pedigrees to a new domain.
We're in the Rockies: Content and Style
The brand's content is a strong example of strategic funneling. At its core is the YouTube channel, which operates as the primary engine for audience acquisition and authority. Their video strategy rests on several key pillars, each designed to capture viewers at different stages of their planning journey. High-funnel, search-optimized listicles like "15 Best Things To Do in the Black Hills!" draw in a broad audience. Foundational cornerstone videos, such as "Yellowstone: The Complete Guide to the World's First National Park," establish deep expertise. Problem-solving content, like "10 Utah National Park MISTAKES First-Timers Always Make!," directly addresses audience pain points, building immense trust. Finally, long-form itinerary vlogs, such as the "Epic 9-Day Road Trip Through Colorado," serve as powerful demonstrations of the seamless experience their paid products deliver.
Every video description is a direct-response marketing tool, carefully crafted with calls-to-action that guide viewers to their website, wereintherockies.com. They offer valuable lead magnets, such as a free guide to Rocky Mountain National Park's Trail Ridge Road, to build their email list, and directly promote their suite of paid guides.
The website is the central hub for commerce and content, a direct-to-consumer platform that gives them complete control over revenue and customer data. It is complemented by a strategic presence on other platforms; Instagram, Facebook (with approximately 4,300 followers), and Pinterest are not primary content channels but amplification outposts, driving traffic back to the core assets of YouTube and the e-commerce site.
How We're in the Rockies Makes Money
The financial engine of "We're in the Rockies" is its well-developed digital product portfolio. The core offerings are thoroughly detailed, downloadable PDF travel guides that provide day-by-day itineraries for national parks and road trips across the American West. The key differentiator, however, is the inclusion of companion audio guides. Narrated by Matt, these audio files transform driving time into an educational experience, using his background as a history teacher to provide rich context on geology, wildlife, and park history.
This product is architected for the brand's target persona. Itineraries are broken into thematic daily plans, such as Yellowstone's "Geyser-Gazing Day" or "American Serengeti Day," providing a clear narrative for the trip. They are filled with granular details on timing, parking, and logistics that directly alleviate traveler anxiety.
Their pricing and bundling strategy is designed to maximize average order value. Rather than just selling individual guides, they offer strategic bundles for popular trip combinations like "Yellowstone and Grand Teton National Parks" or "Utah's National Parks." A "Build Your Own Bundle" option incentivizes larger purchases with tiered discounts: 10% off for two guides and 20% off for three or more. The portfolio is capped with a comprehensive "ALL OUR GUIDES" bundle, targeting their most dedicated followers. Because the products are digital, the model is exceptionally scalable, with high profit margins and near-zero marginal costs.
We're in the Rockies: Network and Collaborations
Recognizing the limits of their own time, the Schosses have strategically evolved from a founding duo into a structured media company. They have scaled their operations by building a small, specialized team, effectively "franchising" their successful content model to other trusted experts. This move allows them to expand their geographic coverage while maintaining the brand's high standard of authority.
The team includes niche content writers with impeccable credentials. Linnea, who creates their Glacier National Park content, grew up as a park ranger's daughter and worked in interpretation at Glacier for over a decade. Barb Boyer Buck, a professional journalist and 25-year resident of Estes Park, writes their content for Rocky Mountain National Park. This operational framework is supported by Becca Wood as an Administrative Assistant and Liz as a Blog Editor. The technical foundation of their e-commerce hub is managed by Kareem from Wasatch Websites. They have even extended their service line by bringing on Dave and Linda, a couple who have visited 220 of the 426 US National Parks, to serve as Trip Consultants for personalized planning.
We're in the Rockies: Public Reception
The brand has cultivated a deeply loyal community by focusing intently on the psychographics of its target user: "The Overwhelmed Planner." This audience member is diligent but suffers from "planning anxiety," a fear of wasting precious vacation time or, as one customer testimonial perfectly articulated, "coming home disappointed due to missing something fabulous."
The entire brand is built to build trust and alleviate this specific fear. Matt and Cheryl frequently feature their own family, including their four children, authenticating their advice for the family travel segment. Their transparency is a powerful trust signal; they openly discuss their own travel "fails," such as a disastrous attempt to visit Lake Louise, and then use that experience to create a free, problem-solving guide for their audience.
The success of this strategy is evident in the effusive social proof that populates their website. Customer testimonials repeatedly validate the brand's core promise, with phrases like "I was so thrilled that all the hard work was already done for us" and "a lifesaver and a blessing." The quality of Matt's audio guides received what he called the "ultimate compliment" when a history professor who purchased a guide praised him as a "good lecturer." This public reception confirms that the Schosses are not merely selling information, a free commodity online; they are selling a tangible reduction in stress.
We're in the Rockies Today
"We're in the Rockies" represents a blueprint for monetizing niche expertise in the modern creator economy. By prioritizing a direct-to-consumer relationship and high-margin digital products over volatile ad revenue, Matt and Cheryl Schoss have built a resilient and strategically sound business, with a scalable team-based model providing a clear path for future growth.