About Us
A Brief Rugged History
Rugged Overland Outfitters was founded in 2015 by our dear friends Jeff and Melissa. It was when they decided to move solely into the design and manufacturing of their own products and start Expedition Essentials that we took over the reins for Rugged Overland. Due to family circumstances in 2019, we decided to close Rugged Overland until the time was right to reopen.
A Grand Re-Opening
Fed up with the fuckery that is “working for the man” and helping them build their dream, 2024 was our year to reopen and work towards our own dreams. Only this time we’d open with a bigger picture in mind, so-to-speak. Our catalog of products available would be carefully (slowly, but surely) hand-selected for their proven on- and off-road capabilities, products that maybe aren’t easily accessible in the United States, and new products under the Rugged Overland label, filling those holes in manufacturing for the “oldie, but a goodie” vehicle space. We’d cater to every adventure rig; no matter if it’s brand new, a classic, a bike, or even full-size. Whether you’re planning to overland in its very definition, or simply just hit up your favorite local spot for the weekend, you’ll be able to get the parts/gear/advice needed for your vehicle-based camping and choose your own adventure rig.
Customer Service: It’s a Thing!
We’re here to give advice and talk shop with you! Ask us your questions about the functionality or compatibility of a product, let us help you troubleshoot a problem, or tell us of a product issue and we’ll make it right.
We want you to get your products quickly and accurately, which is why we’ll offer a streamlined online shopping experience. Have all the product info at your fingertips: the how-tos, the specs, the availability, and the why. Don’t see a product that you want to add to your order? Hit us up; never hesitate to reach out to us!
Travel With A Purpose
Doing good; filling the karma bank; not being a dick. Call it what you will, but it’s extremely important to us to give back to the world.
In our future overlanding adventures, it’s our goal to see different lands and to experience different cultures, all the while making a difference and giving back to those same communities, and treading lightly while we do it. It will look different every place we go, but there’s always good that can be done, and we want to travel with a purpose, guiding others along the way.
Join our mailing list to watch for trips that you can participate in or to be a part of local trail clean-ups.
OUR TEAM
We’re Joe and Rochelle Bovee, husband and wife team in Southern Oregon that runs elbow-deep in the automotive aftermarket industry.
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Rochelle a.k.a. Shelly
Rugged Overland CEO
Administrative/Accounting/Marketing/Customer Relations/Joe
I don’t recall any time in my life that wasn’t around motorsports. Growing up riding dirt bikes, meeting Joe in my teens and riding quads with him in the dunes, and then we started wheeling our vehicles all over the PNW and surrounding areas. While I sat passenger for most of that early off-roading, I started to take the driver’s seat, sparking a new passion.
In 2019, I learned of the Rebelle Rally and I decided I needed to push myself to try new things. Just as quick as I told my sister about it, she agreed to be my partner, and we decided that it only made sense to do it in our inherited 1969 Ford Bronco. Mind you, our Bronco hadn’t run in decades and was in need of some serious love. Fast forward 10 crazy months and a last minute engine swap, and we finished our first Rebelle Rally as Team Roaming Wolves. We’re now addicted, with our fourth rally coming up in October of ‘24. And throughout this all, I’ve gained so much mechanical, driving, and trail self-sufficiency knowledge.
Besides rallying, one of my favorite things to do is to plan a trip for my family by studying a map to see where the roads-less-taken can lead us; see “wanderlust”. I enjoy pretty much all things creative, including woodworking, photography, oil painting, and home remodeling. But all of that comes second to my number one passion: being Mama/Wife to my family.
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Joe a.k.a. Joe
Rugged Overland COO
Operations/Sales/Vendor Management/Product Development/Customer Service
Joe’s been working in the automotive aftermarket industry straight out of school and he’s done it ALL in his career: slinging parts in a performance shop to repping some of the biggest brands to managing vendor accounts. For Joe, working a huge deal is such a personal high, but it doesn’t compare to the thrill of a build.
It doesn’t matter if it’s our build, a friend’s build, or a customer’s build. Joe would love to tell you what you should equip it with, how it should be done, and why. And he’ll know all the comparable brands to guide anyone to achieve their ideal vehicle build and stay within their budget.
Besides business and builds, Joe has a passion for design, sexy wiring, travel, and, of course, his family. Oh, and tool ownership; seriously, it’s a problem. If you need a specific tool for a specific job, Joe’s your guy.
But Joe’s your guy for anything, really. He’s a helper.
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Dev Ops Team
Bios coming soon!