More people outside. Fewer reasons to buy.
Outdoor participation just hit a record. Loyalty didn’t. How outdoor brands win when the customer is new, casual and comparing everything.
Outdoor & recreation
Photo: Adam Davis / Unsplash
The paradox
The outdoor market has never had more people in it, according to the Outdoor Industry Association’s 2025 participation report. Much of that growth comes from newcomers and older adults rather than lifelong enthusiasts.
But the same report carries a warning most brands skip past. Americans are going outside less often than they did before the pandemic, and more than half of today’s participants have under ten years of experience. The base is wider and shallower.
The customer you’re selling to isn’t a gear expert anymore. They’re someone deciding whether this hobby is for them.
Where outdoor brands get stuck
Spec-sheet marketing
Denier counts and waterproof ratings speak to the core enthusiast. A first-time buyer needs to know whether this will make their first trip easier, not how it compares on a lab test.
Channel conflict
Brands that grew up on specialty retail now sell direct, on marketplaces and through wholesale at once. Without a clear role for each channel, pricing and messaging start to contradict each other.
Seasonality
Demand spikes for a few months and then goes quiet. Brands that only advertise in season rent their audience back every year at full price.
Going global
A brand that works in the US doesn’t automatically travel. Marketplaces, social platforms and buying habits differ market by market, especially across Asia-Pacific.
The playbook we use
Sell the first trip, not the product
Build content and bundles around a real outcome, like a first overnight or a first paddle, and let the product be the answer inside that story.
Build a brand world, not a catalog
Newcomers buy into a feeling before a feature. A distinct visual identity, a point of view and a community give them a reason to choose you over a cheaper lookalike.
Own the off-season
Use email, SMS and community to stay present when ads would be expensive. The customers you keep warm in winter are the cheapest ones to win in spring.
Localize, don’t translate
For international expansion, rebuild the go-to-market for each country: the platforms people shop on, the creators they trust and the way they talk about the activity.
Proof / Outdoor & recreation
“Think Tank Consulting helped us navigate the complexities of entering the APAC market. Their cultural intelligence and strategic approach made all the difference in our global expansion.”
Ardy, CEO, Oru Kayak
Put this into practice
Outdoor industry marketing → Fractional CMO & growth strategy → Google Ads management →Key takeaways
Record participation, falling frequency: the buyer is new and casual
Sell the first trip, not the product
Own the off-season with owned channels
Localize for each market, don’t just translate
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