Who We Are

We support seasonally dependent communities - consulting for Outdoor Industry companies and coaching the people who make them thrive.

Guide Theory is a collective of Outdoor Industry enthusiasts, professionals, and game changers. We are here to share ideas and build systems that work for us, not against us.

We believe in the power of our lived experience, our seasonal cycles, and our community knowledge.

At Guide Theory, we believe that by coming together, we can shape a future where seasonal work isn’t something you “grow out of,” but something you grow into—with confidence, clarity, and support.

Work With Us

Our Mission

To empower seasonal communities to thrive.

We support guides, creatives, self-employed workers, and the small businesses that hire them with practical tools, strategic systems, and a values-driven community. Our work helps people build lives that work and ecosystems that last.

We’re here to shift seasonal life from survival to sustainability — replacing burnout with clarity, disconnection with community, and instability with opportunity.

Because when guides thrive, businesses thrive. And when seasonal communities thrive, the whole system gets stronger.

Meet the Team

  • Sasha Clonts

    FOUNDER & CEO

    Sasha founded Guide Theory to help seasonal workers and businesses build more sustainable, intentional lives and careers.

    With a background in systems engineering and consulting as well as deep experience in seasonal outdoor communities, she focuses on turning messy life logistics—money, housing, work transitions, and planning—into clear systems people can actually use.

  • Hailey Stern

    PODCAST DIRECTOR

    Haley leads the Guide Theory podcast, where she helps share stories and insights from seasonal workers, outdoor leaders, and unconventional career paths. She focuses on creating conversations that make people feel less alone in navigating seasonal life.

  • Aleksandra Kostick

    COLLECTIVE LEAD

    Alexandra leads the Guide Theory Collective, connecting guides, creatives, and seasonal professionals who want to share their knowledge and support the community. She helps build partnerships, highlight contributors, and grow the Guide Theory network.

  • Erin Kearns

    MARKETING

    Erin leads marketing for Guide Theory, helping translate ideas and programs into clear messaging, newsletters, and social content. She focuses on growing the Guide Theory community and making resources accessible to seasonal workers everywhere.

Sasha Clonts

Founder & CEO

Hi, I’m Sasha — systems engineer, management consultant, strategist, seasonal worker, rafter, skier…. and founder of Guide Theory.

I help outdoor industry businesses and independent guides clarify their goals, simplify their systems, and build lives that actually work.

I’ve guided rivers, designed systems, managed operations, and earned an MBA focused on the Outdoor Industry. I started Guide Theory to be the resource I always wished existed — one that helps seasonal workers and small businesses thrive without burning out.

Whether you're trying to launch a business, hire a team, or optimize your market strategy, I’m here to help you figure it out step by step — and enjoy the ride while you do.

    • Systems Analysis

    • Digital Transformation Project Leader for River Rafting Company

    • Operations Automation & Optimization

    • Trip-based Payroll Automation

    • Non-Profit Strategy Advisor

    • Go-to-Market for Outdoor Subscription products

    • Grant-funding for Outdoor Community events

    • Technical Management Consultant

    • University of Virginia, B.S. - Systems Engineering & Economics

    • Western Colorado University, M.BA. - Outdoor Industry Masters of Business Administration

Interested in working with Sasha one on one?

Email Sasha
A smiling Sasha (Guide Theory co-founder) with a large backpack and hiking gear sitting on a trail in a mountainous area with rocky cliffs, trees, and shrubs.

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