Total participation in outdoor recreation is higher than ever, but who is getting outdoors, how often, and what’s motivating them is evolving, challenging stereotypes and creating new opportunities for brands and retailers.  

That’s according to data and research presented by the Outdoor Industry Association (OIA), Outdoor Foundation, data and research company Circana, and trend and forecasting company WGSN at last week’s Outdoor Retailer Summer show in Salt Lake City, Utah. 

OIA Director of Research Kellyann Davis presented the findings from the 2023 Outdoor Participation Trends Report, which said: 

• Participation grew by 4.1% to a record 175.8 million participants, or 57.3% of the U.S. population. 
• Core consumer numbers are declining, and kids are taking fewer outings than recorded previously. Overall, the average number of outings per participant declined by 11.5% in 2023 to 62.5 compared to 2022, when the average number was 70.5. 
• Seniors aged 65 and over are the fastest-growing participant base. 
• For the first time, women made up more than half of participants at 51.5%, and the racial and ethnic diversity of participants increased slightly. Approximately 69.7% of participants are White, 10.3% are Black, 13.4% are Hispanic, 5.3% are Asian or Pacific Islander, and 1.4% have other ethnic/racial origins. 

While retailers and brands have struggled with too much inventory post-pandemic and declining sales, casual consumers and others who don’t fit the traditional stereotype of “outdoorsy” present new possibilities.

“There’s a lot of opportunity here,” Davis said.  

Converting Casual Consumers to Core Consumers

Shoe brands such as Asics, Hoka, and On are popular not just because running and hiking participation has skyrocketed, but also because they’re appealing to the diverse sets of lifestyle consumers who seek comfort any time they’re on their feet. 

These are exactly the kinds of casual participants and lifestyle consumers from increasingly diverse backgrounds that brands and retailers should be targeting as potential core consumers. 

One way to do that is through merchandising, Davis said.  

“Dick’s Sporting Goods, they figured it out – they figured out how to engage that new customer without making them feel bad about being new to the outdoors, or different to the outdoors,” Davis said.  

Lifestyle products and brands are stocked at the entrance and the center of the store, while specialty goods are housed on the periphery of the store for the core consumers. That way no one feels alienated when they come through the door. 

Matthew Tucker, Circana’s director of client development in sports equipment, said in his presentation that hydration is the No. 1 wellness priority for Americans. So it’s no wonder that products catering to portable hydration such as Stanley cups are so popular, and again create an opportunity to invite those casual and lifestyle buyers into outdoor stores. 

Brands and retailers should also brainstorm on how to help increase the number of outings their customers can take to boost core numbers, Davis said. 

But that’s no easy task. There could be a few different reasons why core consumers, who Davis said are largely White men, and kids are taking fewer outings.  

Financial strain, extreme weather, less time for leisure, and the allure of screen time could all be playing a role. Relieving those strains could come in the form of discounts, equipment lending or rental programs, or coordinating group outings and guided tours.  

Mental Health is a Major Motivator to Get Outside

Outdoor participants are increasingly motivated by mental health benefits.  

“They’re not going out to shred,” Davis said. “They’re going out to cope.” 

Political strife, climate change, inflation, and the higher costs of living are just a few of the strains on mental health, concurred Brielle Saggese, WGSN insights strategist, in a separate presentation at Outdoor Retailer Summer. 

Younger generations are re-evaluating their relationships to technology, and influencers are increasingly “de-influencing,” or adopting anti-consumerist values. Outdoor brands such as Patagonia are increasingly integrating recommendations on garment care and repair programs into their operations to promote product longevity to meet those demands.  

Wellness will be top of mind for this cohort and can be integrated into marketing campaigns or as part of outdoor excursions. Birdwatching and hiking are two of the fastest-growing outdoor activities, according to OIA – both of which can be mindful activities.  

Climate Change is Altering Expectations and When We Go Outside

Extreme weather could be one reason why the average number of outings has declined. 

Outings can be more appealing if organizers get creative about how to avoid harsh weather or conditions. 

Night swimming is popular in Dubai during the hot summer months, and pools and beaches stay open late to accommodate those looking for relief. Nocturnal athletes will use tracking technology to stay safe while training at night, and in South Korea and Arizona, golf courses are accommodating night golfers who want to beat the heat, Saggese said. 

Brand stories about founders are also less compelling to consumers than in previous years, said Saggese. Instead, outdoor participants are looking for transparency about labor standards, environmental impacts, and the kinds of materials used to make products.  

Age Stereotypes No Longer Apply

Outdoor recreation and action sports aren’t just for the young. The fastest-growing age group participating in outdoor life are those aged 65 and over, according to OIA. 

Creating more accessibility through technology and design of gear, as well as the kinds of experiences on offer may challenge some old school, elitist thinking about who is able to enjoy the outdoors.  

E-bikes are a rapidly growing category. Products like the Nidecker Supermatic snowboard boot, which is automatically binding, make the sport more accessible to all, said Jon Takao, director of sports and outdoor at WGSN. 

Fitness competition Hyrox recently added an 85-89 age bracket to its age categories, and Japan’s Renaissance gym caters to older gym-goers. 

But catering to a diverse range of outdoor participants beyond age will grow even more core consumers and enthusiasts, Tucker said.  

Some will crave creature comforts in the great outdoors, where portable power, high-quality food and drink and portable entertainment systems could compel more participants outdoors. Lending and renting programs could be alluring to lower income casual consumers who aren’t sure if they want to invest in equipment yet, said Lesford Duncan, executive director of Outdoor Foundation. 

Safety is also a major barrier for some. Group outings, well-lit routes and other measures to keep participants safe will coax more people outside, according to OIA.  

Kate Robertson can be reached at [email protected].