If you're a guide in the backcountry, other people's lives can depend on the gear that you choose. That's why, in 1995, when we first started out making avalanche probes, we decided to hold every item we made to a higher standard. Once we'd set this standard, the name of our new company became obvious: Genuine Guide Gear. Itâs not just a name. It is a badge that every item we produce must earn the right to wear.