River Rock Outfitter

Keith and April Peterson opened River Rock Outfitter in 2014 which is located at 215 William Street in the heart of Downtown Fredericksburg. It is truly a family business – their brother-in-law, Travis, is the shop manager! Keith and April are originally from Louisiana, but they found their way to Fredericksburg when first stationed here with the Marine Corps in 2001. After multiple duty stations and overseas tours, they found their permanent home back in Virginia.

In addition to selling gear and apparel, River Rock offers instruction and guided serves on the river, rocks, and trails all around Fredericksburg. As avid users of our local outdoor resources, they appreciate their obligation to protect the places where they adventure. They’ve conscientiously chosen brand partners, volunteer projects, advocacy work, and operational policies that support sustainability and renewable business practices.

Most notably, they were the 2020 recipient of the Small Business Champion of the Chesapeake Award. Each year since 2014, the Chesapeake Conservancy recognizes individuals and organizations from across the Chesapeake for their exemplary leadership and dedication to protecting and restoring our natural systems and cultural resources. This was an important honor for River Rock and brought attention to the local area for sustainability work being done here in Fredericksburg.

Keith and April are particularly proud of their newest program – Re-Boot with River Rock! Re-Boot is a consignment program for used gear, clothing, and footwear. Their motto is “Recycle Adventure”, and they encourage the community to consign used gear rather than tossing it in the trash. In a little over a year, they’ve sold nearly 1000 items – passing gear on for a new adventure.

Visit them at River Rock Outfitter - Clothing and gear for the outdoors - Virginia.