Discover 4x4 Adventures was born out of a conversation between Keri and Paul during a winter drive home from Michigan's Upper Peninsula. Inspired by their exploration of ice caves, waterfalls, and local restaurants, they realized that many people were unaware of the natural beauty around them. Unable to find Michigan-based companies offering outdoor or off-road adventure trips, they decided to turn their passion for off-road vehicles and Michigan's outdoors into a business.

Recognizing that many off-road vehicle owners lacked knowledge about off-roading, their first step was to offer education and teach others to explore with confidence. They also addressed the common concern of not knowing where to go by leading trail rides and adventure trips, taking care of navigation, planning, food, and accommodations.

Currently based in southern Michigan, the owners, Paul and Keri, have spent their lives exploring both peninsulas of the state. They aim to share Michigan's hidden treasures with fellow adventurers who may be unaware of what the state has to offer.