Floatery, a river tubing and camping company, used Atom.com’s keyword search and filtering tools to find a short, memorable, and brandable domain that could support expansion beyond their original location. By securing Floatery.com, they rebranded from a location-bound identity to a scalable outdoor adventure brand, boosting traffic, bookings, and brand recognition.

“Having the strong, catchy domain Floatery.com has been a game-changer” — Glinda Cox, Floatery Founder

Snapshot

• Domain: Floatery.com
• Industry: Outdoor Recreation
• B2C
• Problem: Their original name, Dan River Outfitters, limited growth by tying them to a single location.
• Solution: Used Atom.com’s keyword search and industry filters to discover Floatery.com, a versatile and memorable domain.
• Notable Metrics:
  • +35% organic traffic
  • +20% bookings
  • +15% social media mentions

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Brand Story

Floatery is redefining outdoor recreation in Madison, NC, with guided river tubing, cozy campsites, and unique offerings like a floating café and firefly floats. Their mission is to help people unplug from screens and reconnect with nature, all while delivering Southern hospitality and eco-friendly experiences. With a vision to expand nationwide, Floatery needed a domain that matched their ambition.

The Challenge

Before working with Atom, the business operated as Dan River Outfitters. While authentic to their roots, the name was restrictive.

“The location-specific name made it challenging to market our river tubing and camping experiences to a wider audience beyond the Dan River region.” — Glinda Cox, Floatery Founder

Worse still, the name didn’t capture their outdoor adventures’ playful, carefree spirit, a critical component of attracting families, travelers, and adventure-seekers.

The Solution

Floatery turned to Atom.com to find a domain that reflected their broader mission. Using Atom’s keyword search and industry filters, they explored terms like “float,” “river,” and “outdoors” to uncover brandable .com domains that resonated with their identity.

“We filtered by industry to focus on outdoor recreation and prioritized short, memorable domain extensions like .com. This approach helped us discover Floatery.com, a name that captured our expansive mission beyond the Dan River.” — Glinda Cox, Floatery Founder

The Results

Securing Floatery.com had immediate and measurable impact:

• +35% organic website traffic in the first six months
• +20% increase in bookings, including travelers driving 4–5 hours or flying in
• +15% increase in social media mentions

The domain’s memorability and versatility positioned Floatery as more than just a local outfitter—it became a brand with room to grow.

Looking Ahead

Floatery’s long-term vision is to franchise the model across scenic destinations nationwide. With Floatery.com as their brand hub, they’re building trust, reach, and recognition that will support expansion while staying true to their values of safety, eco-friendliness, and hospitality.

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