Are your best customers holding you back?

Oh hey, how's it going.

I was poking around some research from the Outdoor Industry Association getting ready for a webinar, and was reminded of something pretty interesting.

In 2025, a record 183.2 million Americans participated in outdoor recreation. That's almost 30 million more people than in 2019.

Which is cool. But there's a nuance here. The average participant is actually getting outside five fewer times per year than they were in 2019.

According to the OIA, while the outdoor audience is growing, it's also becoming more casual.

And here's another interesting bit. Casual and active-lifestyle consumers now account for more than 90% of outdoor market spending.

90%!

I've been having this conversation with brands over and over lately.

The outdoor industry is largely built by people who are pretty obsessed with the outdoors. We know the gear, the athletes, the language, the culture, and all the little details we geek out on.

And naturally, we tend to build brands and tell stories for people who share that obsession.

But a lot of these new participants have a very different relationship with the outdoors. They might ski a few weekends a year, hike occasionally, or ride bikes with their kids.

And that's not a bad thing. It's actually pretty amazing.

But think about how many outdoor brands tell stories about pushing limits, going bigger, getting faster, and doing harder things. That's the big aspirational story we've built the industry on and it's pretty compelling if you're already part of that world.

But what about someone who simply wants to spend more time with their family? Or get a little exercise? Or find some peace and quiet?

They might want the exact same products, but for entirely different reasons.

And I think this is where a lot of brands are getting stuck.

They want to grow beyond their core audience, but they keep telling stories that are really only meaningful to the people already in the club.

Of course, you can't abandon the people who built your brand. But you also can't assume everyone you want to reach shares the same ambitions.

So, with a lot of businesses working on their 2027 plans right now, here's something to chew on:

If your growth depends on reaching new customers, how much of your 2027 planning is being built around the ones you already have?

We'll see you out there.

Robb