NRS Announces SkyLR5000, World’s First Robotic Raft Guide

Just Kidding. New Futureproof Campaign Celebrates Guides, Champions the Irreplaceable Human Spirit of the Outdoors

MOSCOW, Idaho — Northwest River Supplies (NRS), the world leader in paddlesports manufacturing, is making waves with the release of the world’s first robotic raft guide. Specifically designed for commercial rafting operations, the all-new SkyLR5000 comes ready to row, j-stroke, entertain guests, perform advanced water rescues, and cook riverside meals. Harnessing the power of artificial intelligence, outfitters can finally say goodbye to groover duty and Angry August forever.

Just kidding. While robots certainly have their place, it isn’t on the water—because robots make terrible guides.

“At a time when technology seems to change faster than we can keep up, being outdoors reminds us of our innate human strength and capability,” says NRS Chief Marketing Officer Mark Deming. “Futureproof celebrates the people powering our outdoor community and on-the-water experiences with irreplaceable skills, experience and talent.”

It’s why the 100% Employee-Owned NRS kicked off their Futureproof campaign with a playful video tribute to the guides and outfitters that have powered its business and community for generations. For more than 54 years, NRS has remained a part of a vibrant outdoor community and at a time when everything is seemingly becoming automated and algorithmic, NRS is taking a stand: The outdoors serves as an essential antidote.

“NRS has earned deep trust in the river running community through a genuine commitment to authenticity, building products that remain reliable and affordable, and staying deeply embedded in the guiding community,” says Futureproof co-creator and on-camera SkyLR5000, Joe Jackson. “While technology continues to disrupt industries, guiding remains one of the most “futureproof” jobs—an entirely human, connection-based profession.”

Jackson, an outdoor industry veteran who raft guided for over a decade, says, “Futureproof plays on the anxieties around AI while celebrating what makes human guides irreplaceable. We wanted to use humor, genuine connection to spark a conversation within the outdoor community and beyond.”

Both Deming and Jackson emphasize that Futureproof isn’t about taking a negative stance toward technology; it’s about reminding the outdoor community why they trust human-powered expertise—on and off the water. At its core, Futureproof is about building the resilience, critical thinking, and adaptability to handle whatever comes next.

“In river running, as in business, as in life, knowing how to ‘read and run’ is a hard-earned skill we can’t do without,” says Deming. “On the water, we’re constantly processing new information responding to change. There’s no substitute for human experience and intuition, or for the satisfaction of putting it to use. It’s no coincidence we say that NRS is ‘Born on the river, ready for whatever.’”

Mark Deming, Joe Jackson, and SkyLR5000 are available for comment. Be warned, SkyLR5000 needs a firmware update. Robots make terrible guides.

Media Contacts:
Emily Nuchols: emily@undersolenmedia.com // 360.510.8696

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About NRS

100% employee-owned, NRS is the world’s leading supplier of equipment and apparel for water recreation, safety and rescue. Founded in 1972 with a vision to create a better kind of company, NRS is dedicated to promoting the health and well-being of its customers, employees and community. For more information on NRS, visit www.nrs.com, email the company at service@nrs.com or call 877.677.4327.