The Wrong Way:

The core mission of Wrong Way is to

connect guests with the transformational qualities of the outdoors through

comfortable accommodations, convenient access,

inspiring experiences, and a little local culture.

The story of Wrong Way has some history. There is a moment in the small business start up journey when an idea takes root and things start to shift. Born from a 20+ year friendship, Shelton and Joe didn’t know they were about to set off on a small business venture together when they started kicking the soccer ball around before an adult soccer match in 2019. Shelton was transitioning out of the craft beer industry, and Joe had been working a corporate job in healthcare services for the past 19 years. They talked about how they were both looking to do something more focused on the outdoors and felt that Asheville’s unconventional, outdoor-centered personality wasn’t well represented by most of the existing lodging options in the area.

Both of them, being former whitewater raft guides, have a deep connection with the French Broad River and the vitality it brings to Asheville. Besides sharing the river culture with guests and visitors, Shelton and Joe also intend to build a company that is values-driven, eco-friendly, and makes a positive impact on the guests, staff, and community. This means everything from the structures that are built, to the programs that are implemented, to the partnerships that are formed. We invite you along on the journey. Join us!

By the way, if you’re wondering about the Wrong Way name, it is a nod to a local raft guide story about the French Broad River being one of the few rivers in the world, along with the Nile, that flow South to North... which is the ‘Wrong Way’. The name also reflects Wrong Way's unconventional approach to traditional lodging and hospitality concepts. We only go with the flow when it comes to rivers... Otherwise, we like to find our own lines ;)