About Us

Our Story

Water is the essential element for training, racing and performance, which is why we work hard to craft the best hydration products around. Continually improving upon our innovative products is something we are passionate about and has consistently delivered top of the line products. We draw our inspiration from you so that we can evolve with your wants and needs in order to construct the best hydration products you could ever dream of. Leaving the hard work to us gives you the opportunity to focus energy on what you are passionate about, achieving your goals!

Our Mission

Our mission is to provide the ultimate in high performance hydration for everyday athletes. We reengineer, reinvent, and redefine high performance hydration for everyday athletes.

Our History

It all began when UD founder, Bryce Thatcher, solved his hydration problems by taking matters into his own hands-crafting his first hydration pack on his mother’s sewing machine. Since 1986…

Social Responsibility

As Ultimate Direction strives for innovation and creating the best hydration products, we also strive to be socially responsible. Why? Because practicing responsible business eliminates waste, increases efficiency, enhances vendor relationships, and is the right thing to do.

Our Product

BPA Free plastic

Polycarbonate, the material that has been used by many manufacturers for years to make water bottles, contains a manmade chemical called bisphenol A (BPA). It was recently discovered that BPA leaches from the plastic at levels dramatically higher than previously thought, according to Canadian Health Minister Tony Clement. BPA in humans is associated with higher levels of testosterone in men and women and has been linked to breast and prostate cancer, brain damage, and disruptions of the endocrine system. Many retailers, including Mountain Equipment co-op in Canada and REI in the U.S. have begun removing BPA water bottles from shelves. Likewise, many consumers are demanding BPA-free alternatives. Ultimate Direction has always been BPA-free and will continue to be.

Our Environment

Recycling/Compost

At our offices the outdoor industry isn’t just important because it’s our job, it’s also our passion. We understand how vital it is to be kind to our environment and because of this, actively participate in recycling and composting efforts.

Conservation Alliance

The Conservation Alliance is a group of outdoor companies that collectively work to protect threatened wild lands and waterways for their habitat and recreational values. Since its founding in 1989, over $9.5 million has been contributed to conservation projects throughout North America. These contributions have made it possible to support the protection of our outdoors.

Eliminate Disposable Bottles

With water bottles being one of our major products we like to use what we have to hydrate. By utilizing what we produce instead of some disposable plastic bottle we are taking a stand to eliminate waste in our environment.