01/27/2012 03:05 pm ET Updated Jan 27, 2012

Adventure Startup Now Offering 'Guru'-Guided Experiences

Deal site Zozi has launched a new set of offerings that promises adventures of a lifetime with famous extreme athletes and other experts.

Zozi created the "Celebrity Expert Experiences" with the input of Olympic gold medalist Jonny Moseley, ultramarathoner Dean Karnazes, surfer Maya Gabeira and kayaker Tao Berman. among others. Customers who book one of the four-figure packages will get to hang out with the athletes and other gurus while on vacation.

The move to differentiate Zozi comes as competition in the still-young online deals business causes layoffs at a number of companies. Zozi, like other companies, makes money by selling packaged activities to users.

But businesses that focus on experiences rather than clothes and homewares, to name two popular deal-site staples, hope that consumers are willing to spend on memories, according to a recent CNN Money report that looks at Zozi, as well as competitors Vayable and SideTour.

At Zozi, that may mean a snowcat skiing session with Moseley ($2,700) or wildlife watching with National Geographic Explorer Mireya Mayor ($1,500). Whether consumers purchase these trips is yet to be seen, but one thing's for sure: These deals are a long way from a $10 paddleboard rental.