About Us

An alliance of leaders and thinkers

Leaders are faced with finding and acting against a new orientation;
to navigate and lead to serve this rapidly changing world.

Ensure relevance. Create value. Build shared success that is fundamentally more humane and sustainable.

True North Collective is an alliance of leaders and thinkers focused on the possible, the purposeful and the pure potentiality within organizations, leaders and individuals.

Convened by 30-year retail and non-profit leader and REI alum Rachel Ligtenberg, we are a richly diverse and experienced crew, having led and influenced a broad set of leaders, industries, organizations, brands and individuals.

We are your guide. Your head and heart start. Your orienting point in a spinning world.

Our Values


Trust is everything. We operate and cultivate trust in our communities, partnerships, teams and ourselves.


We are here to serve. We will orient to serve our clients, colleagues, communities and partners so that they can all better serve the needs of our changing world.


This is an operation of joy. Together, True North Collective will be and build more joy factories.


We are channeling the power of the collective. Together, we will create more inclusive, diverse, healthy and sustainable communities.


Generosity creates abundance. We will help flip the script and actions as we operate from the belief that ‘having actually rests in giving.’


We take the long view. We’ll find ways to impact humanity and planet that create a more equitable, sustainable, humane and beautiful world.

After 30 years as a senior leader with REI and a board-level steward of numerous non-profits, I have been inspired to consolidate my learning and experiences to help other leaders and organizations. It is time for shifts in mind, actions and outcomes that serve this changing world. Coming generations will not settle for our broken paradigms. Today, True North Collective will work with leaders and organizations to orient the path and navigate these changes.

Let's explore ways we can work together

True North Collective Founder
Rachel Ligtenberg

Rachel Ligtenberg is an accomplished Senior Executive, Advisor, and Board Member with 30 years of success across the retail and outdoor industries. Her expertise includes strategy, brand, customer experience, leadership, culture & values, talent development, and visual merchandising.

At REI, Rachel held many leadership positions and was most recently the Vice President of Retail Operations, where she had a significant hand in growing REI from $100M to $3B in annual sales, and growing its active membership base from 100,000 to over 18,000,000 people.

She led 13,000-person field teams across 160 stores, including operations, real estate, design, visual merchandising, customer experience, and facilities. Her efforts led REI to be globally recognized as one of the 100 Best to Work For.

She spearheaded significant customer and employee-based efforts focused on growth and relevance; brand moments like #optoutside, #unitedoutside, #forceofnature, retail strategies such as opening Flagship environments in NYC and Washington DC.

Rachel led the strategy to evolve REI's physical experience with an understanding of customer journeys including the digital, the physical, and outdoor experiences. The result was a more customer-centered, locally relevant, differentiated and productive physical manifestation of the REI brand.

Rachel studied Biology at Humboldt State University. She is a Board Treasurer for Lake Washington Girls Middle School. She has been a Board Member for Camp Fire, a Board Chair and Vice-Chair for Passages NW, and a Mentor for Camber. Most recently, Rachel is leveraging her track record and experience to launch True North Collective.

Our Services


Organizational & Leadership Consulting

Let’s get all the right people in the room and create a space where you can be brilliant together.

Let's Work

Putting Our Values Into Practice

We’re rebuilding a small town’s vibrant market as the physical embodiment of our ideals.

Follow Our Story