STATE OF THE INDUSTRM REPORT - Outdoor Industry Association
STATE OF THE INDUSTRM REPORT - Outdoor Industry Association
STATE OF THE INDUSTRM REPORT - Outdoor Industry Association
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This reporT has been developed for members of ouTdoor indusTry associaTion (oia).<br />
oia: ensuring The growTh and success of The ouTdoor indusTry. w w w. o u t d o o r i n d u s t r y. o r g
T A B L E O F C O N T E N T S<br />
<strong>Outdoor</strong> <strong>Industry</strong> Snapshot<br />
Who’s Playing<br />
Who’s Selling<br />
Where We’re Playing<br />
Where We’re Headed<br />
Acknowledgements<br />
2<br />
4<br />
10<br />
16<br />
22<br />
29<br />
p o T e n T i a l e n e r g y<br />
Shaping the exciting future of the outdoor induStry<br />
It is an exciting time for the <strong>Outdoor</strong> <strong>Industry</strong>. Fully two-thirds of Americans<br />
participate in outdoor activities each year. Sales of outdoor product grew<br />
more than eight-percent in 2004, outpacing U.S. retail gains as more and<br />
more Americans embraced the active outdoor lifestyle. As a result, <strong>Industry</strong><br />
businesses are beginning to attract eyes, and dollars, beyond our traditional<br />
boundaries; consolidation and buy-outs are votes of confidence on where we’re<br />
headed. <strong>Outdoor</strong> recreation occupies an enviable position at a unique time in<br />
American history—it offers a solution to the pressing problems of obesity and<br />
inactivity, and it’s beginning to receive recognition as a major contributor to<br />
America’s economic vitality. More than ever it’s our potential that defines us.<br />
This report explores that potential in depth by looking at:<br />
Who’s playing<br />
Of the 159 million Americans who participated in outdoor recreation last year,<br />
two of the largest segments were Baby Boomers and Millennials. Boomers know<br />
the thrill of summiting a mountain, the solace of canoeing pristine lakes and the<br />
excitement of having new experiences. Millennials thrive on action, speed, and<br />
adrenaline. But both groups find common ground in the active outdoor lifestyle.<br />
Who’s selling<br />
Americans are increasingly drawn to the active outdoor lifestyle, ringing up $33<br />
billion in retail sales this past year alone. At the same time, the <strong>Outdoor</strong> <strong>Industry</strong><br />
is attracting greater competition as more merchants and manufacturers across<br />
more channels angle to capture a share of the market. As the participant and<br />
consumer evolve, their perception of our industry is changing. In the coming<br />
years, the outdoor business community will thrive by adjusting to meet these<br />
expectations, while preserving the unique ethos that defines us.<br />
Where we’re playing<br />
Traditionally, outdoor recreation was synonymous with the backcountry. But<br />
as Americans battle the inactivity crisis, and outdoor enthusiasts increasingly<br />
seek activities that can be done before dinner, close to home recreation<br />
opportunities are more important than ever. The <strong>Outdoor</strong> <strong>Industry</strong> and policy<br />
makers must expand our focus to include frontcountry and urban recreation<br />
areas. By embracing these new playgrounds and ensuring that all Americans<br />
have places to play close to home, we are not only ensuring our own success,<br />
but we are creating a healthier nation as well.<br />
Where we’re headed<br />
Whether our participants are young or old, mountain bikers, bird watchers or<br />
day hikers, they share common goals that draw them to the active outdoor<br />
lifestyle: connection to the playgrounds where they recreate, the value of good<br />
health/wellness and the simple joy of being in nature. This industry is and will<br />
always be a product of peoples’ passion. Like many of its greatest innovations,<br />
however, its growth and success requires that we continue to build on our strong<br />
foundation. It’s a challenge <strong>Outdoor</strong> <strong>Industry</strong> <strong>Association</strong> relishes. And one that<br />
we are already finding industry leaders embracing. This State of the <strong>Industry</strong><br />
outlines where we are and where we are going. It’s going to be a fun ride.<br />
potential energy // outdoor industry association //
o u T d o o r i n d u s T r y s n a p s h o T<br />
The health of the <strong>Outdoor</strong> <strong>Industry</strong> can be gauged by two sets of metrics: sales and financials,<br />
and participation and passion for the active outdoor lifestyle. The outdoor lifestyle is<br />
defined by the wellness, social interaction, and outdoor connection that Americans desire.<br />
Stock prices, mergers, and consolidation reflect the emergence of the outdoor lifestyle.<br />
Consolidations within the <strong>Industry</strong> and buy-outs by non-endemic companies hit an<br />
all-time high in 2003. The momentum of transactions that have changed the business<br />
landscape of the <strong>Outdoor</strong> <strong>Industry</strong> continued through 2004 and 2005. Authentic outdoor<br />
brands showing decent sales growth are being snapped up at a rapid rate by private<br />
equity firms and non-outdoor conglomerates, and at very high premiums. In late 2005,<br />
Liz Claiborne acquired the climbing and yoga apparel manufacturer Prana for 1.8-times<br />
sales, and Timberland acquired outdoor product developer SmartWool for two-times sales.<br />
Existing public outdoor industry companies, represented by RBC Capital Markets<br />
Fitness and <strong>Outdoor</strong> Products Index, have outperformed the general market over the<br />
last five years:<br />
A growing industry<br />
In 2004, <strong>Outdoor</strong> <strong>Industry</strong> retail sales outpaced<br />
national retail by nearly one percentage point. It’s<br />
a major comeback; sales dropped more than 4<br />
percent below national figures in 2001, perhaps<br />
because of factors associated with that year’s<br />
terrorist attacks.<br />
<br />
<br />
<br />
<strong>Outdoor</strong> <strong>Industry</strong> U.S. Retail Sales<br />
Source Annual Benchmark Report for Retail Trade and Food<br />
Services: January 1992 Through February 2005; U.S. Department<br />
of Commerce<br />
<strong>Outdoor</strong> <strong>Industry</strong> Sales include sales in outdoor specialty and<br />
outdoor chain stores collected by Leisure Trends Group for<br />
<strong>Outdoor</strong> <strong>Industry</strong> <strong>Association</strong>’s Topline Reports<br />
// www.outdoorindustry.org<br />
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Fitness and <strong>Outdoor</strong> Products Index<br />
Russell 2000<br />
S&P Consumer Discretionary<br />
Dow Jones<br />
NASDAQ<br />
Source RBC Capital Markets<br />
industry FinAnCiALs: A $33.3 BiLLion industry<br />
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<strong>Outdoor</strong> does not include fishing/hunting,<br />
snowsport or bike sales. Point-of-Sale data<br />
collected by Leisure Trends Group (August 2004<br />
through July 2005)<br />
Consumer estimates produced by LTG<br />
The Surf <strong>Industry</strong> Manufactures <strong>Association</strong> (SIMA)<br />
National Sporting Goods <strong>Association</strong> (2004 data)<br />
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SnowSports Industries of America (SIA)<br />
(Winter ‘04/’05)<br />
The American Fly Fishing Trade <strong>Association</strong><br />
The 2003 Hunting Retail Distribution Study (LTG)<br />
American Sportfishing <strong>Association</strong>’s “Sportfishing<br />
in America” study by Southwick Associates<br />
(2001 data adjusted for inflation – 2005)
AppAreL And FootweAr tAke the sALes LeAd<br />
Sales at outdoor specialty and outdoor chain stores surpassed the $6 billion<br />
mark for the 12-month period beginning in August 2004 extending through<br />
July 2005. <strong>Outdoor</strong> <strong>Industry</strong> sales have been augmented by strong revenue<br />
<br />
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Paddle<br />
<br />
Equipment<br />
<br />
Footwear<br />
<br />
Equipment<br />
Accessories<br />
<br />
Apparel<br />
<strong>Outdoor</strong> specialty and outdoor chain stores monitored by the Leisure Trends Group for OIA in<br />
the Topline Retail Sales Reports include outdoor specialty stores, national outdoor chain<br />
the pArtiCipAtion story<br />
In 2004, 159 million Americans participated in active outdoor recreation. Participation<br />
is up from 1998 but has not grown since 2001.<br />
<br />
<br />
% Participating<br />
increases in apparel (15.5%) and footwear (10.1%), both of which have<br />
become a larger piece of the industry sales pie.<br />
<br />
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these 159 million americans participated an average of 52 times<br />
each in human powered outdoor activity outings in 2004,<br />
representing over 8.3 billion total outdoor activity outings.<br />
stores and sporting goods stores. The $6.1 billion does not include sales from general<br />
mass merchants, department stores, bike shops, ski shops, the Internet, or catalogs.<br />
<br />
<br />
Paddle<br />
<br />
Equipment<br />
<br />
Footwear<br />
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Equipment<br />
Accessories<br />
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Apparel<br />
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Source <strong>Outdoor</strong> <strong>Industry</strong> Foundation 2005 <strong>Outdoor</strong> Recreation Participation in the United States.<br />
industry snapshot // outdoor industry association //
w h o ’ s p l a y i n g<br />
// www.outdoorindustry.org
the tranSformation of the active outdoor perSon<br />
The participation story in the <strong>Industry</strong> Snapshot (pg. 3) shows overall growth in<br />
participation since 1998 but a slight pullback since 2001. Interestingly, however,<br />
certain key sports have seen phenomenal gains in participation. Understanding<br />
why some parts of the <strong>Industry</strong> are growing while others remain stalled is<br />
crucial to preparing for what could be the <strong>Industry</strong>’s greatest growth period yet.<br />
It appears that the outdoor enthusiast’s profile has shifted, or even polarized<br />
into two distinct segments that correspond to transitions in the lives of Baby<br />
Boomers (born 1946-1964) and Millennials (born 1978-2003). To an industry<br />
long reliant on a predictable customer and a niche selection of lifestyle sports,<br />
the prospect of realigning to meet the needs of a new outdoors person could be<br />
daunting. It doesn’t have to be. Baby Boomers (78 million) and Millennials (100<br />
million) represent a majority of the U.S. population and share a common interest in<br />
leading active lives, but they are redefining what it means to be active.<br />
“our challenge is to meet them where they are; after all, it’s the<br />
participant who will define us, not the other way around.”<br />
— angel martinez of deckers outdoor corporation<br />
To be sure, Boomers and Millennials show up prominently on the radar screens<br />
we’re accustomed to watching. They are most often seen hiking, biking,<br />
camping, fishing and paddling – the <strong>Industry</strong>’s pillar activities. But Boomers are<br />
also pursuing fitness and adventure travel; Millennials are skateboarding and<br />
bouldering. Both are developing non-sedentary lifestyles in ways consistent<br />
with their values and their recreation opportunities.<br />
“Our challenge is to meet them where they are; after all, it’s the participant who<br />
will define us, not the other way around. <strong>Outdoor</strong> activities are components in<br />
the lives of increasingly complex individuals who cross industry boundaries and<br />
defy traditional molds,” noted Angel Martinez, President and CEO of Deckers<br />
<strong>Outdoor</strong> Corporation.<br />
who’s playing? // outdoor industry association //
Boomers: adventure with a coat check<br />
“Active living” might be the best descriptor of the Boomer lifestyle. As they age,<br />
boomers are redefining their retirement—and it doesn’t look anything like<br />
Archie Bunker. Boomers seek a varied and healthy lifestyle: wellness, travel<br />
and outdoor activity are its tenets. “Those people who used to take a vacation<br />
and sit around the pool or the tiki bar—now they want to be active,” says Scott<br />
Parmelee, Publisher of Outside magazine. “They want to come back and tell<br />
people about what they did.” At the same time, Boomers who were aggressive<br />
athletes, those who have spent time in the backcountry, are embracing a softer<br />
kind of recreation. “To us it’s a hybrid person now,” says Parmelee. “I’d define it<br />
as less strenuous but still engaged in the outdoors.”<br />
“[Boomers] don’t want to be ‘adventure lite’.<br />
trips of a lifetime or well-spent Saturdays—they’re both terrific.”<br />
— fran farrell of national geographic adventure<br />
John Morris, a Boomer from Chapel Hill, North Carolina, is a virtual poster child<br />
for Parmelee’s hybrid outdoorsman. Morris reminisces about good old days in<br />
the Tetons, scrambling up the range’s classic moderate alpine climbs. Today<br />
he’s still eager to find adventure, but he’s more likely to marry physical activity<br />
with cultural experience, and he’s less likely to wear a big pack. His most recent<br />
trip was to the French Pyrenees, where the broad valleys offer magnificent<br />
hiking. “We do day hikes or we stay at refuges,” he says. But Morris is quick to<br />
point out that he still knows how to rough it; in the summer of 2005 he spent<br />
several days backcountry camping in the Cascades with his daughter and sonin-law.<br />
As he has aged, John’s activity mix has both changed in intensity and<br />
broadened in terms of what he seeks from the activities he pursues. He once<br />
jogged to train for the mountains but does so now for the health benefits; he<br />
once sought climbing partners and now does things with his family. Fran Farrell,<br />
Publisher of National Geographic Adventure, says this is an important thing to<br />
remember about Boomers. “They don’t want to be ‘adventure lite,’” he says.<br />
“Trips of a lifetime or well-spent Saturdays—they’re both terrific, you know?”<br />
“With work and family responsibilities i don’t have<br />
as many epic adventures. instead i try to combine work<br />
and family with play.” — mike Wallenfels of mountain hardwear<br />
// www.outdoorindustry.org<br />
“With work and family responsibilities I don’t have as<br />
many epic adventures. Instead I try to combine work and<br />
family with play. My business friends are more relaxed<br />
and productive after biking in the Marin Headlands or sea<br />
kayaking on the Bay. Traveling with my growing kids, we<br />
are not roughing it but are definitely active. I have just as<br />
much fun experiencing my kids’ ‘first time’ adventures as<br />
I would doing more extreme things on my own,” noted<br />
Mike Wallenfels, President of Mountain Hardwear.<br />
This transformation is an essential piece of the “who’s<br />
playing” puzzle. For Boomers, adventure is more<br />
about personal growth—through travel and social<br />
interaction, knowledge and learning about the world—<br />
than conquering and testing oneself. “You can have a<br />
memorable experience without training for three months<br />
beforehand,” says Parmelee. Even as Boomers pursue<br />
broader activities, they maintain a connection with the<br />
outdoors. A study released in late 2005 by AARP lists<br />
the experiential and adventure activities Boomers say<br />
they engaged in over the past 12 months. At the top<br />
are fresh or saltwater fishing, escorted or guided tours,<br />
biking, shopping, fine dining and touring scenic byways.<br />
And among people age 45+, jogging and working out,<br />
swimming, and vigorous walking rank highest in numbers<br />
of participants. “These are very democratic activities,”<br />
says Farrell. They’re “easy entry”—in terms of cost,<br />
commitment and availability of partners or companions.
millennials: everything rad<br />
The rising generation pursues activities<br />
compiled from different and often incongruent<br />
cultures: from machine-powered sports like<br />
moto-cross and wakeboarding to humanpowered<br />
activities like bouldering and<br />
snowboarding that fall more closely within<br />
the traditional boundaries of outdoor sports.<br />
In Boulder, Colorado, 19-year-old Zack Roth,<br />
who started climbing on an artificial wall at<br />
the X-Games five years ago, estimates that<br />
he spends 20 hours a week bouldering and<br />
35 hours skateboarding (he was a sponsored<br />
skater for several years.) He usually does both<br />
each day. “They use different muscles,” he says.<br />
“When you get tired skating you go bouldering.”<br />
He also sport climbs at the 5.12 level and<br />
makes frequent trips with his dad and friends to<br />
Rifle State Park in western Colorado. Zack is not<br />
a backpacker (“I don’t know that many people<br />
who do it”) or a mountain biker (“I go maybe six<br />
weekends a year.”) He’s only led two traditional<br />
climbing routes (“there’s not really anyone to<br />
teach me how”) and is sort of nonplussed by<br />
mountaineering. Millennials like Zack respond<br />
to activities that are accessible—visually in the<br />
media and practically in how much time it takes<br />
to do them.<br />
Where Millennials differ is in their interpretation of<br />
“active.” While Boomers cast their active lifestyle<br />
ambitions against the familiar backdrop of<br />
towering mountain ranges, sweeping vistas and<br />
healthy living, Millennials see activity in terms of<br />
big air, structured competition and achievement.<br />
“Mastering a kick-flip at the skate park is as<br />
satisfying to a Millennial as summiting Mount<br />
Rainier might be (or have been) to a Boomer,”<br />
Beaver Theodosakis, Founder and President<br />
of Prana.<br />
However, Boomers and Millennials have<br />
similarities as well: the activities they pursue<br />
place a heavy emphasis on social interaction<br />
with fellow participants, and they both want<br />
the adventure to be done before dinner.<br />
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Lifestyle sales speak to a changing consumer<br />
The three year trend in outdoor specialty and outdoor chain sales shows equipment<br />
down nearly 11% and apparel up more than 35% (fig. 1). More specifically, sportswear<br />
tops sales are growing at a pace that’s nearly double that of insulated tops (fig. 2).<br />
This suggests two things: a broader consumer group is adopting active lifestyle<br />
activities—or at least the look of the active lifestyle, and consumers are turning their<br />
attention from the backcountry to the frontcountry where different equipment and<br />
apparel may be required.<br />
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Apparel<br />
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Equipment<br />
Source OIA Topline Retail Sales Report reflecting sales through outdoor specialty and outdoor chain (August-July)<br />
Sportswear Tops Insulated Tops<br />
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Source OIA Topline Retail Sales Report reflecting sales through outdoor specialty and outdoor chain (August-July)<br />
“mastering a kick-flip at the skate park is as satisfying to a millennial<br />
as summiting mount rainier might be (or have been) to a Boomer.”<br />
— Beaver theodosakis of prana<br />
who’s playing? // outdoor industry association //
www.outdoorindustry.org<br />
“the three year trend in outdoor specialty and outdoor chain sales shows equipment<br />
purchases down nearly 11% and apparel up more than 35%.”<br />
— outdoor industry association<br />
the question of growth<br />
While hiking, biking, camping, fishing and paddling log the highest participation<br />
numbers and comprise the <strong>Industry</strong>’s essential foundation, the greatest growth<br />
in participation since 1998 is happening in specific areas. Canoeing (up 16<br />
percent), snowshoeing (up 50 percent) and trail running (up 20 percent) are all<br />
low commitment, done before dinner activities. On average, Boomers regularly<br />
participate in more than two outdoor activities, Millennials more than three. But those<br />
figures represent only a fraction of their activity mix. The <strong>Outdoor</strong> <strong>Industry</strong>—and<br />
other industries—are reckoning with the growth of activities beyond the scope of<br />
the traditional: skateboarding is up 48 percent since 1999 according to the National<br />
Sporting Goods <strong>Association</strong>, while traditional sports like baseball, basketball and<br />
football have all seen declines. But why?<br />
A 2004 study conducted by the research firm Harris Interactive on behalf of<br />
<strong>Outdoor</strong> <strong>Industry</strong> Foundation gathered demographic information on more than<br />
2000 active outdoor people, probing behavior by asking respondents why they<br />
pursued the sports they did, what barriers kept them from participating, and<br />
where and how much equipment they bought. The answers are relatively clear:<br />
time and money influence the ways consumers approach recreation.<br />
The mix of popular (or frequently participated in) outdoor activities is changing to<br />
reflect a more “holistic” consumer—one who integrates activity into a broader<br />
lifestyle picture and who prizes social connection to fellow recreationalists more<br />
than the sports themselves. Boomers and Millennials, despite their disparate<br />
ages and interests, have this in common. For a passion-fed industry that has for<br />
years been staffed and run by its core participants, looking beyond traditional<br />
boundaries is a daunting task. But never has that well-traveled phrase “with<br />
change comes opportunity” been more appropriate. “All this stuff fits under the<br />
big outdoor umbrella,” says Parmelee. “For years the <strong>Industry</strong> has defined itself<br />
too narrowly. Why can’t you go to Ireland and hike and bike and also play some<br />
golf?” The answer: you can. And Boomers will. Likewise, Millennials will work<br />
on their kick-flips on the days they aren’t bouldering. As the <strong>Industry</strong> moves to<br />
meet the demands of its new and varied active outdoor participant base, it’s<br />
going to change. “And the most important thing is, that’s O.K.,” says Parmelee.<br />
“Who’s only got one pair of shoes in their closet?”<br />
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Big tents on the rise<br />
Echoing a trend seen across the <strong>Industry</strong>, tent sales<br />
reinforce the notion that the average outdoor consumer<br />
is spending less time in the backcountry and more time<br />
car camping, family camping and getting outdoors in<br />
a less hardcore way. Sales figures show that recreation<br />
tents—defined as heavy car-camping type tents,<br />
usually weighing in excess of 10 pounds—are up<br />
117% over the past three years. Meanwhile, sales of<br />
three season tents, high-tech lightweight models built<br />
for backcountry use, have declined nearly 14% in the<br />
same time period.<br />
<br />
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<br />
3 Season Tents<br />
Recreation Tents<br />
Source OIA Topline Retail Sales Report, rolling year August-July
who’s playing? // outdoor industry association //
w h o ’ s s e l l i n g<br />
0 // www.outdoorindustry.org
a changing conSumer influenceS outdoor retail<br />
Sales of active outdoor recreation product through all channels—outdoor<br />
specialty, outdoor chain stores, department stores, mass merchant/discount<br />
stores, and outdoor Internet/catalog totaled about $33 billion between August<br />
2004 and July 2005. Striking growth occurred in the Internet/catalog channel,<br />
which accounted for 4.3 percent more of the total <strong>Industry</strong> sales pie compared<br />
to the previous 12 month period. <strong>Outdoor</strong> specialty and chain stores sales grew<br />
by 6.7 percent. <strong>Outdoor</strong> product sales are stronger than they’ve been since<br />
2001, but consumers aren’t buying the same things they used to. The mix of<br />
popular products is changing. To understand why, we asked <strong>Industry</strong> veterans<br />
to explain the trends they see shaping outdoor retail.<br />
“people are beginning to want that earthy look again…<br />
the focus is on family and leisure more than ever.”<br />
– paul Brooks of hi-tec<br />
Sales of outdoor product have been on the upswing since 2001 even as<br />
participation has remained flat at best, indicating that a certain percentage<br />
of sales are aspirational—they’re feeding consumers’ desire to be part of an<br />
outdoor lifestyle. “People are beginning to want that earthy look again,” says<br />
Paul Brooks, President and CEO of the boot manufacturer Hi-Tec. “The focus is<br />
on family and leisure more than ever. People want to get away with each other<br />
a little more.” As a result, “athletic footwear in earth-tone colors—that’s our<br />
biggest growth area,” Brooks says. As mass product has gotten better and the<br />
mix of popular activities has shifted toward the mainstream, the line between<br />
core and non-core customers has blurred. “The average outdoor recreationist<br />
is more ‘average’ at a lot of different sports these days,” says Matt Hyde, Vice<br />
President of Merchandising at REI. “There’ll always be that core, but it’s not as<br />
singular as it once was.”<br />
This makes it imperative for specialty retailers to show their value. Their essential<br />
“mojo”—that aura of knowledge, experience and innovation that attracts core<br />
customers—is to a certain extent, lost on dabblers who incorporate price<br />
and convenience into their buying decisions. Specialty shops must offer an<br />
increasingly intimate sales experience in order to differentiate themselves<br />
from the Internet and mass merchants. Mass merchants, on the other hand,<br />
are positioned to gobble up market share in the form of consumers who are<br />
interested in outdoor sports but not as brand aware or brand loyal.<br />
who’s selling? // outdoor industry association //
The future of outdoor retail will hinge on retailers’ ability to meet the consumer<br />
where he or she is. Some people value their gear for its functionality, others<br />
for the potential it inspires. Still others are simply looking for a bargain. All<br />
want retailers to partner with them in fulfilling their active lifestyle aspirations,<br />
whatever they may be. But what will that look like in the individual distribution<br />
channels? Veteran <strong>Industry</strong> retailers have differing opinions. Here’s what some<br />
of them see:<br />
Specialty retail: the mojo<br />
Specialty retailers, repositories of sport-specific experience, traditionally helped<br />
consumers “belong” by facilitating an exchange of knowledge and a good<br />
outdoor vibe along with the cash they charged. For a passionate and plugged<br />
in consumer who cared about brands and products, that was valuable. “In<br />
the old days shops were the community centers,” says Sally McCoy of Silver<br />
Steep Partners, a financial advisory/consulting firm specializing in the outdoor<br />
and active lifestyle industries. But now that outdoor chat rooms and forums<br />
provide information on even the most obscure backcountry areas, the locus<br />
of expertise has shifted. “Consumers have turned their focus to destinations,”<br />
says McCoy. Specialty retailers must establish their relevance by developing<br />
inclusive and trusting relationships with customers. Cabela’s CEO Dennis Highby<br />
thinks expanding beyond the traditional storefront is the best way to do that. “Our<br />
multi-channel approach gives us a tremendous advantage over competitors,” he<br />
says. “All our business segments—retail, direct and financial services—build on<br />
each other.”<br />
“i get most of my input from non-industry companies.<br />
consumers’ expectations are formed at Banana<br />
republic or Whole foods.”— matt hyde of rei<br />
The result is a tailored brand experience that’s convenient and meaningful<br />
for a consumer who is pressed for time and increasingly interested in the<br />
lifestyle aspect of their sport or activity. Other specialty retailers agree. “Our<br />
greatest strength is one-on-one interaction with the customer,” says John<br />
Mead, President of Adventure 16, a specialty retail chain in southern California.<br />
“However, these days customers expect to see an Internet presence. For us not<br />
to be on the Web is an inconvenience to our customers.” Beyond convenience,<br />
the multi-channel approach equals customer service. With so much competition<br />
that’s a crucial priority. Demands on outdoor retailers are increasingly driven<br />
by excellent retailers outside the <strong>Industry</strong>. “I get most of my input from nonindustry<br />
companies,” says Hyde. “Consumers’ expectations are formed at<br />
Banana Republic or Whole Foods.”<br />
For specialty retailers, developing brand value depends on increasing the quality,<br />
not the frequency, of customer interactions. A specialty store’s Internet site can<br />
act as a virtual water cooler, for example, where enthusiasts from around the<br />
world compare notes and share adventure stories. Catalogs can offer sportspecific<br />
tips and the latest outdoor news. It’s all about reestablishing a sense<br />
of inclusiveness and belonging. Specialty retailers are at their best when they<br />
foster community.<br />
// www.outdoorindustry.org<br />
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% of Respondents<br />
online sales projected to take off<br />
Sales of outdoor product through the Internet grew<br />
considerably between August ’04 and July ’05 from<br />
12% to 16.3% of all outdoor product sales.<br />
According to Forrester Research, Inc., total online US<br />
retail sales are projected to grow at a compounded<br />
annual growth rate (CAGR) of 14% over the next five<br />
years (fig. 1.) while the two main outdoor categories,<br />
equipment and apparel, are expected to grow at 16%.<br />
<strong>Industry</strong> veterans agree—70% of respondents to a<br />
recent online survey predicted the ‘Net to grow 10%<br />
or more in the coming year, and 28% saw growth of<br />
20% or more (fig. 2).<br />
<br />
<br />
<br />
<br />
<br />
Apparel<br />
16% CAGR<br />
16% CAGR<br />
Sporting Goods Equipment<br />
Source “US eCommerce: 2005 to 2010,” Forrester Research, Inc.,<br />
by Carrie Johnson with Brian Tesch, September 14, 2005<br />
<br />
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<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
Internet Sales Growth Percentage 2006<br />
<br />
<br />
Source <strong>Outdoor</strong> <strong>Industry</strong> <strong>Association</strong> online survey of 210 industry<br />
professionals from member companies conducted December 2005.
the consumer perception: “click-and-mortar”<br />
Consumers don’t see different channels as unique and separate. More retailers are embracing<br />
a multi-channel approach by offering a Web presence in addition to their brick-and-mortar<br />
storefront because their consumers expect it. Many online shops have become inadvertent<br />
partners with brick-and-mortar retailers that are, in some cases, their competitors.<br />
“We invest a lot of money to bring the best targeted outdoor oriented traffic to our sites<br />
and many of these people are researchers who ultimately end up buying from the physical<br />
retailers,” says Jim Holland, President of Backcountry.com.<br />
how consumers choose where to shop<br />
• Internet/Catalog customers weigh selection and price almost equally;<br />
• Mass merchant customers want price and convenience;<br />
• Specialty store customers find value in selection primarily, but attach considerable weight<br />
to price and knowledgeable sales people.<br />
<br />
<br />
<br />
<br />
<br />
(respondents could choose more than one reason—results won’t add up to 100%)<br />
Convenient Location<br />
Has Reasonable / Fair Prices<br />
Knowledgeable / Experienced Salesperson<br />
Has the Gear and Equipment I Want / Need<br />
Source “Exploring the Active Lifestyle,” 2004 <strong>Outdoor</strong> <strong>Industry</strong> Foundation report prepared by Harris Interactive.<br />
“We invest a lot of money to bring the<br />
best targeted outdoor oriented traffic<br />
to our sites and many of these people<br />
are researchers who ultimately end up<br />
buying from the physical retailers.”<br />
—Jim holland, president of Backcountry.com<br />
who’s selling? // outdoor industry association //
internet/catalog: selection and price<br />
In 2004, Internet/catalog showed the strongest growth of all distribution channels,<br />
but Mountain Gear President, Paul Fish, says not to read too much into it. “Ten<br />
years ago I might have claimed I was driving the outdoor online business,” he says.<br />
“Today it’s driven simply by the fact that that’s what Target, Wal-Mart and EBay are<br />
doing.” Fish says there’s no great difference between the online shopper and the<br />
folks coming into his brick and mortar store in Spokane, except for one thing: “a<br />
whole chunk of online business happens simply because someone happens to find<br />
you, and you’ve got the product they want in stock.” Still, in the August ’03 to July<br />
’04 timeframe, Internet sales of outdoor product grew to comprise 16.3 percent of<br />
total outdoor product sales and they’re poised to keep growing.<br />
“While physical retail will always hold certain advantages<br />
over e-commerce — namely that customers can touch and<br />
feel the gear and try things on — even the most strident<br />
brick and mortar proponents understand the need to<br />
incorporate e-tail.” — Kim coupounas of golite<br />
Jim Holland, CEO of Backcountry.com, thinks that’s because an increasingly<br />
Internet-comfortable consumer finds value in the Web’s fast, easy and<br />
comprehensive offering. “Competent e-tailers are in a position to put all the most<br />
relevant information, from objective customer reviews to detailed features to<br />
comparative product specs, right in front of their customers,” he says. Holland’s<br />
“... research shows that customers who shop multiple<br />
channels tend to be bigger spenders and more integrated<br />
into the outdoors. they’re enthusiasts,<br />
which means we can all earn more of<br />
their business.” — paul fish of mountain gear<br />
// www.outdoorindustry.org<br />
feeling is that no one offers better customer service<br />
than the customer himself, provided he has access<br />
to the information he needs. For core consumers this<br />
may be true; average e-tail price points for specialty<br />
outdoor web sites run slightly higher than in-store<br />
specialty sales, indicating that the Web attracts a highend<br />
shopper. As well, Holland says, e-tailers can afford<br />
to carry niche products that have a limited audience<br />
or customer base, making Web retail more relevant to<br />
the core customer.<br />
“While physical retail will always hold certain advantages<br />
over e-commerce—namely that customers can<br />
touch and feel the gear and try things on,” notes Kim<br />
Coupounas, Cofounder and CEO of GoLite, “even the<br />
most strident brick and mortar proponents understand<br />
the need to incorporate e-tail.” There will always be<br />
people who research gear online and buy it in physical<br />
retail stores—a fact that specialty retailers like<br />
Adventure 16 are counting on. But surprisingly, that<br />
may not be as detrimental to dedicated online retailers<br />
as one might think. Mountain Gear research shows<br />
that customers who shop multiple channels tend to be<br />
bigger spenders and more integrated into the outdoors.<br />
“They’re enthusiasts,” says Paul Fish, “which means<br />
we can all earn more of their business.”
general/mass discount: mainstream outdoors<br />
Sales of outdoor product through mass merchants<br />
were essentially flat in the rolling year 2004 (August-<br />
July). Even so, Dan Geiman, Analyst at McAdams Wright<br />
Ragan, thinks the big stores’ attitudes toward outdoor<br />
recreation are positive. “Right now outdoor recreation<br />
is a very fragmented market,” he says, “there are lots<br />
of shops out there selling a small amount of product,<br />
so there’s opportunity for a mass merchant to gain<br />
market share.” If that’s the case, big boxes are likely<br />
to steer in predictable directions. According to Geiman,<br />
“stores like Target, Wal-Mart and Costco carry outdoor<br />
product they think will appeal to the broadest possible<br />
tents:<br />
AverAge retAiL seLLing priCe By ChAnneL<br />
<strong>Outdoor</strong> Specialty $188.84<br />
<strong>Outdoor</strong> Chain $93.95<br />
General / Mass $49.15<br />
outdoor specialty independent specialty stores with single or<br />
multiple storefronts usually in a concentrated geographic area.<br />
outdoor Chain national outdoor chain and sporting goods<br />
chain stores.<br />
general / Mass the mass and department store channel,<br />
excluding Wal-Mart.<br />
Source Leisure Trends Group and SportScanINFO<br />
consumer group.” Hiking, camping, bicycling, fishing and paddling show the<br />
highest participation numbers. If mass merchants expand their outdoor offerings<br />
it’s likely to be in these activities, and it’s likely to be a very basic offering.<br />
Average retail selling prices are much lower in general/ mass merchant stores<br />
compared to outdoor stores.<br />
“Mass merchants appeal to people who want a good price-value,” says Beth<br />
Brownlee, regional sales manager for the clothing manufacturer Columbia.<br />
Brownlee sells Columbia’s value-priced Core line into Kohls and J.C. Penny’s.<br />
“You see a ton of it at football games,” she says, “but don’t think it’s not out on<br />
the ski slopes as well.” But even though the mass offering is a value proposition<br />
brands are still important. According to Brownlee, outdoor brands add legitimacy<br />
to the mass merchants’ outdoor-positioned house brands. In that regard she sees<br />
the mass customer in the same light as Hi-Tec’s president, Paul Brooks. “Even<br />
the mass customer has become somewhat brand savvy,” Brooks says. “They’re<br />
not too concerned with which brand, but there’s a trend toward brand. It adds<br />
value.” Just as specialty and Internet/catalog retailers cater to their customers’<br />
outdoor ambitions, stores like Target, Wal-Mart and Costco have to do so as well,<br />
albeit on a different level, simply because the expectation is there.<br />
“mass merchants appeal to people who want a good price-value.”<br />
— Beth Brownlee of columbia<br />
who’s selling? // outdoor industry association //
w h e r e w e ’ r e<br />
p l a y i n g<br />
// www.outdoorindustry.org
placeS to play — eSSential for our induStry and america<br />
Two things will affect the future health of the outdoor business climate and<br />
the health of Americans. First, Americans’ achievement oriented schedules<br />
and technology centric lives leave little time to develop personal relationships<br />
with the natural world, leading to a sense of dissociation with nature. Second,<br />
unchecked development increasingly threatens America’s recreation icons—its<br />
neighborhood playgrounds, community waterways, open spaces and expansive<br />
national parks and public lands. As the <strong>Industry</strong> looks forward, we must focus<br />
on these issues and leverage the positive: two-thirds of Americans ages 16<br />
and over participate in outdoor activities at least once a year, and 45 percent of<br />
them say they would like to try a new outdoor activity. Our challenge is to make<br />
it enticing and easy to get outside and be active.<br />
In his groundbreaking book Last Child in the Woods, author Richard Louv says<br />
that by the 1990s, the radius around the average home where children were<br />
allowed to roam on their own had shrunk to a ninth of what it had been in<br />
1970. Louv and others think the affect on children is dramatic. A growing body<br />
of scientific research suggests that kids who engage in “nature play” thrive in<br />
ways their inactive peers don’t. For example, they show more advanced motor<br />
fitness, including coordination, balance and agility, and they’re sick less often.<br />
They also show improved cognitive development through skills like awareness,<br />
reasoning and observation. When kids, and grown-ups, lose contact with the<br />
natural world the consequences can be real and lasting—for both the <strong>Outdoor</strong><br />
<strong>Industry</strong> and America’s future physical and economic health.<br />
“By the 1990s, the radius around the home where children<br />
were allowed to roam on their own had shrunk to a ninth<br />
of what it had been in 1970.” — according to author richard louv<br />
where we’re playing // outdoor industry association //
accessible recreation is the best solution<br />
It’s clear that physical activity is a contributor to health. Studies by the Centers<br />
for Disease Control and Prevention (CDC) indicate that physical activity has<br />
proven absolutely invaluable in helping people lose weight. Yet more than 50<br />
percent of U.S. adults don’t get enough physical activity to recognize health<br />
benefits and 26 percent are not active at all. More than a third of young people<br />
in grades nine through 12 do not regularly engage in vigorous physical activity.<br />
Daily participation in high school physical education classes dropped from 42<br />
percent in 1991 to 28 percent in 2003.<br />
“creation of or enhanced access to places for physical<br />
activity, combined with informational outreach, has<br />
been shown to produce a 48 percent increase<br />
in frequency of physical activity.”<br />
This trend toward inactivity is a major contributor to the nation’s obesity crisis—<br />
and it’s not simply a matter of health. Obesity’s impact on the U.S. economy<br />
is greater than many people realize. A 2003 study by the American Journal of<br />
Managed Care found that obesity is a significant contributor to expenditures<br />
for physician services. Specifically, the study’s authors said a one percent<br />
increase in the percentage of the population who are obese yielded a 0.2<br />
percent increase in expenditures. The national medical expenses attributed<br />
to overweight and obesity accounted for 9.1 percent of total U.S. medical<br />
expenditures in 1998 and has risen considerably (excludes indirect costs.)<br />
Between 1998 and 2004, the number of states with obesity rates greater than<br />
20 percent has grown from 7 to 43.<br />
When people are active it not only makes them healthier; it also reduces the<br />
amount of money they, and the federal government, spend on health insurance,<br />
doctors and medicine. Study after study suggests that the best way to get people<br />
active is to make recreation accessible. When there are parks, greenways, trail<br />
systems and playgrounds within reach of their homes, people exercise more.<br />
In a study published by the CDC, creation of or enhanced access to places<br />
for physical activity led to a 25 percent increase in the percentage of people<br />
exercising on three or more days per week. A group of studies reviewed in the<br />
American Journal of Preventive Medicine showed that “creation of or enhanced<br />
access to places for physical activity combined with informational outreach”<br />
produced a 48 percent increase in frequency of physical activity.<br />
// www.outdoorindustry.org<br />
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<br />
the complete case for recreation<br />
How important is recreation to the social fabric of<br />
the United States? To provide a complete picture,<br />
<strong>Outdoor</strong> <strong>Industry</strong> Foundation (OIF) has undertaken<br />
the first ever Recreation Economy Study to quantify<br />
the direct and indirect economic impact of recreation<br />
in the United States.<br />
The graphs below show how much money recreationalists<br />
spend on two categories in select activities.<br />
Clearly, the economic impact of active outdoor<br />
recreation is far greater than the numbers shown by<br />
simple sales figures. The OIF Recreation Economy<br />
Study will be available in late spring 2006.<br />
<br />
<br />
<br />
<br />
<br />
trail running, day hiking, backpacking, mountain climbing<br />
paved road, biking - single track, dirt road<br />
skiing, snowboarding, snowshoeing, telemark skiing,<br />
cross-country/nordic<br />
outdoor swimming, paddlesports - kayaking,<br />
canoeing, rafting<br />
car camping, tent camping, rustic lodges, RV camping<br />
Source Southwick Associates (economic analysis) and Harris Interactive<br />
(survey data), Preliminary Data for OIF Recreation Economy Study
15% and Below<br />
staying fit is harder when there’s 16% to 20%<br />
nowhere to 21% play to 25%<br />
According to the Trust for Public Land report only Above 36% 25%<br />
of LA County children live within a quarter mile of a<br />
park. Areas shaded in red indicate neighborhoods<br />
with the greatest need for parks:<br />
<br />
15% and Below<br />
16% to 20%<br />
21% to 25%<br />
Above 25%<br />
<br />
Source Trust for Public Land, “No Place to Play,” November 2004<br />
Source County of Los Angeles, “L.A. Health – Obesity on the Rise,” July 2003<br />
In Los Angeles County, the rate of overweight children<br />
is higher than the national average of 15%. The<br />
percentage of overweight children was highest in<br />
schools in the south-central region of the county—<br />
exactly where access to public parks and open space<br />
is worst. The red in the map above, representing a<br />
great need for parks, matches with the dark green<br />
in the map below, the health districts with 25% or<br />
greater prevalence of youth obesity. Although 15% there and Below<br />
are other factors to consider, there is little 16% doubt to 20%<br />
creating park space in strategic locations will 21% help to 25%<br />
improve our children’s health.<br />
Above 25%<br />
<br />
15% and Below<br />
16% to 20%<br />
21% to 25%<br />
Above 25%<br />
The benefits of accessible recreation areas don’t stop at physical fitness.<br />
“Neighborhood parks inject a new spirit into communities at risk for blight. When<br />
local community members join together to help plan and design a new park,<br />
neighbors may work together for the first time and take renewed pride in their<br />
communities,” noted CEO of Red Wing Shoe Company Bill Sweasy.<br />
Source Trust for Public Land, “No Place to Play,” November 2004<br />
Source County of Los Angeles, “L.A. Health – Obesity on the Rise,” July 2003<br />
<br />
Source Trust for Public Land, “No Place to Play,” November 2004<br />
Source County of Los Angeles, “L.A. Health – Obesity on the Rise,” July 2003<br />
<br />
<br />
15% and Below<br />
15% and Below<br />
16% to 20%<br />
16% to 20%<br />
21% to 25%<br />
21% to 25%<br />
Above 25%<br />
Above 25%<br />
Source Trust for Public Land, “No Place to Play,” November 2004<br />
Source Trust for Public Land, “No Place to Play,” November 2004<br />
Source County of Los Angeles, “L.A. Health – Obesity on the Rise,” July 2003<br />
Source County of Los Angeles, “L.A. Health – Obesity on the Rise,” July 2003<br />
<br />
<br />
Source Trust for Public Land, “No Place to Play,” November 2004<br />
Source County of Los Angeles, “L.A. Health – Obesity on the Rise,” July 2003<br />
<br />
Eighty percent of Americans now live in cities, many without easy access to<br />
a park, playground, or community garden. New cities are being built without<br />
setting aside land where people can recreate. Nowhere is this more evident<br />
than in Los Angeles, California.<br />
Los Angeles offers just over nine acres of park land per 1,000 residents, a per<br />
capita total close to the national average. But that figure is misleading. The<br />
Santa Monica Mountains National Recreation Area and a few other large parks<br />
skew the statistics, creating an illusion of adequate park space citywide when<br />
in fact only select neighborhoods enjoy easy park access. The city center, where<br />
population is most dense and where the majority of the city’s children live, is<br />
almost devoid of public open space. A November 2004 study released by the<br />
Trust for Public Land (TPL) found that Los Angeles offers its children the worst<br />
access to parks among the cities it evaluated (including New York, Boston, San<br />
Francisco, San Diego, Seattle and Dallas.) Perhaps not coincidentally, the parts<br />
of Los Angeles that have the fewest parks show the greatest levels of obesity.<br />
While park accessible cities like Seattle (79 percent live within a quarter mile<br />
of a park) and San Diego (65%), achieve high school obesity rates in the single<br />
digits, well below the national average.<br />
America’s cities aren’t the only place where parks and open space are in short<br />
supply. Across the country open space is disappearing. It’s time to embrace<br />
a more holistic vision of America’s outdoor playgrounds—one that comprises<br />
city and local parks, neighborhood walking trails and greenways. Funding these<br />
places is a small step in the process of helping Americans reconnect with the<br />
outdoors—and with their health.<br />
“When local community members join together to help plan<br />
and design a new park, neighbors may work together for<br />
the first time and take renewed pride in their communities.”<br />
— Bill Sweasy of red Wing Shoe company<br />
where we’re playing // outdoor industry association //
funding close to home recreation opportunities<br />
The Land and Water Conservation Fund State Assistance Program (LWCF) —a<br />
federal program that provides matching dollars for state and local parks and<br />
trails—is one of the best ways to support the creation of new close to home<br />
parks and recreation areas. This year, OIA and other outdoor recreation groups<br />
saved the stateside LWCF program from elimination. In its 40 year history, the<br />
program has funded 40,000 state and local recreation projects in 98 percent<br />
of the counties in the United States. <strong>Outdoor</strong> <strong>Industry</strong> <strong>Association</strong> hopes to<br />
rejuvenate the program in future years as a way to bring quality parks and trails<br />
within 15 minutes of every child in the United States. Developing recreation<br />
infrastructure is a goal many states share and for which many need LWCF<br />
funds to accomplish.<br />
In November 2004, the National Park Service asked each state to estimate<br />
its total unmet needs for LWCF funding. More than three-quarters of the<br />
states reported an unmet funding need of more than 50 percent, showing<br />
that there’s an overwhelming demand for recreation facility and open space<br />
“...threats to the quality of experience, exemplified by proposed<br />
relaxation of national park rules, pressure for increased oil and gas<br />
development, and efforts to sell off public lands are a<br />
growing concern.” — peter metcalf of Black diamond<br />
0 // www.outdoorindustry.org<br />
acquisition funding. In many cases, states<br />
already have funds, or interested investors,<br />
slated for recreation projects. LWCF dollars<br />
act as the catalyst to get things rolling. “If the<br />
federal government steps in as a partner there’s<br />
comfort that the project has staying power,” says<br />
Alan Front, TPL’s Senior Vice President.<br />
Backcountry destinations are essential<br />
There is an urgent need for policy makers to take<br />
a proactive stance on protecting our recreation<br />
gems, given that 1/3 of all America’s lands are<br />
managed by the federal government. Recreation<br />
destinations like the Grand Canyon, the Great<br />
Smoky Mountains and the Everglades are<br />
national treasures that attract tens of millions<br />
of people each year. These destinations are also<br />
integral contributors to a healthy America. “They<br />
are the places enthusiasts aspire to go to, and<br />
in the long run, those dreams drive participation<br />
in many outdoor pursuits. Yet threats to the<br />
quality of experience, exemplified by proposed<br />
relaxation of National Park rules, pressure<br />
for increased oil and gas development, and<br />
efforts to sell off public lands are a growing<br />
concern,” according to Peter Metcalf, President<br />
and CEO of Black Diamond.
Over the past fifty years, recreation has clearly<br />
emerged as the greatest use of Forest Service<br />
lands and the primary driver of the National<br />
Forest economy. Unfortunately for Americans,<br />
government funding for access and maintenance<br />
of public lands doesn’t begin to appropriately<br />
address the recreation opportunities and other<br />
benefits we derive from them. Properly managed<br />
backcountry destinations provide clean air and<br />
water, habitat for fish and wildlife, and limitless<br />
recreation opportunities. If adequate and fully<br />
funded recreation infrastructure, both close to<br />
home and on our existing national public lands<br />
was a top priority, the health of local economies,<br />
outdoor businesses and the American people<br />
would not only improve, but flourish.<br />
a bright future for recreation?<br />
OIA believes that there is benefit in the entire<br />
outdoor community working together to ensure<br />
there are places to play and a long term vibrant<br />
recreation economy. Our <strong>Industry</strong> has been<br />
a consistent and engaged partner with policy<br />
makers on assuring America does not yield on the<br />
quality of recreation experiences found on public<br />
lands. We continue to advocate for communities<br />
in which all kids have places to play within<br />
walking distance of their homes. Businesses and<br />
individuals in the outdoor community are coming<br />
together to create more outdoor enthusiasts by<br />
investing in healthy mentor chains that get kids<br />
out and active and give youth positive images and<br />
role models for participating in outdoor activities.<br />
Working together, the future of outdoor recreation,<br />
and America’s health, look bright.<br />
Many communities are creating close to home recreation opportunities,<br />
leveraging local, state, and sometimes federal support. Here are just<br />
two examples:<br />
Chattahoochee river project, georgia<br />
The Chattahoochee River National Recreation Area was established in 1978 to provide wateroriented<br />
recreation opportunities for metro Atlanta, but the pace of urban development<br />
placed increasing pressure on the remaining open spaces around the area. Community and<br />
Government support for developing a linear park along the river area was nearly universal,<br />
but key funding from LWCF made it happen. For every LWCF dollar invested, nearly five<br />
dollars in local, state and philanthropic support has been applied to this effort. The result:<br />
land acquisitions have protected some 150 miles of river frontage. The Chattahoochee River<br />
Greenway is metro-Atlanta’s first truly regional park system, with hiking and biking trails,<br />
education centers, nature areas and parks, serving over 3.5 million people each year.<br />
parks for people-LA<br />
In 2005 the Trust for Public Land created “Parks for People-LA” to help solve Los Angeles’<br />
open space crisis by creating 25 new parks over a five year period in the area’s most<br />
underserved areas. Projects will range in scope from lot-sized community gardens to multiacre<br />
recreation centers with athletic fields, picnic areas, and wildlife reserves. By helping<br />
local communities access public funding, Parks for People-LA will exponentially leverage<br />
its private sector support. TPL estimates that each dollar raised for Parks for People-LA will<br />
be matched by five dollars from public sources-an instant five to one return, and exactly<br />
the sort of partnership that makes government dollars more valuable than ever.<br />
where we’re playing // outdoor industry association //
w h e r e w e ’ r e<br />
h e a d e d<br />
// www.outdoorindustry.org
engaging the induStry’S future<br />
The <strong>Outdoor</strong> <strong>Industry</strong> sits on a solid foundation. More than 159 million people<br />
over age 16—two-thirds of Americans—participate in outdoor activities each<br />
year. Sales of outdoor products, including equipment, apparel and footwear,<br />
have been on the rise since 2001, outpacing U.S. retail growth in 2004. Baby<br />
Boomers (currently ages 42 to 60) and Millennials (currently ages 27 and under)<br />
comprise the two largest segments of our participant base and the businesses<br />
that cater to them are well positioned for growth in the years to come. Current<br />
trends in the U.S. toward inactivity and obesity are opportunities for this<br />
<strong>Industry</strong> to positively influence our nation’s health and wellness – the benefits<br />
of an active outdoor lifestyle are more relevant now than ever before. But<br />
outdoor recreation is not what it was 20 or even 10 years ago. Our customers’<br />
needs and desires are changing; new sports and activities gain prominence as<br />
participants realign their priorities; and new channels of distribution influence<br />
consumers’ expectations and demands.<br />
With change comes opportunity, but also some soul searching. Today’s <strong>Outdoor</strong><br />
<strong>Industry</strong> is not characterized by the granola vibe of the 60s and 70s. It’s no longer<br />
exclusively about escape into the backcountry for extended periods of time. The<br />
active outdoor lifestyle has gone mainstream – representing wellness, quality<br />
time with family and friends, and a way to be outdoors in an urban center, in<br />
the frontcountry and/or in the backcountry. As a result, the <strong>Outdoor</strong> <strong>Industry</strong> is<br />
beginning to attract eyes and dollars from investors; consolidation within the<br />
<strong>Industry</strong> and buy-outs by companies beyond its boundaries hit all-time highs in<br />
numbers of deals in 2003. The momentum of transactions that have changed the<br />
business landscape of the <strong>Outdoor</strong> <strong>Industry</strong> continued through 2004 and 2005.<br />
“nearly 85 percent of americans ages 16 to 24<br />
participated in an outdoor sport at least once<br />
in 2004 — a total of 34 million young adults.”<br />
— outdoor industry foundation participation Study<br />
where we’re headed // outdoor industry association //
“the focus is changing from the activity to the<br />
customer and their lifestyle.” — rob mitchell of SmartWool<br />
Many new consumers don’t subscribe to the same vision that has long been the<br />
<strong>Industry</strong>’s postcard image: snowcapped peaks, alpine streams and the honest<br />
sweat that comes from hauling your home on your back. “The focus is changing<br />
from the activities to consumers and their lifestyles,” says Rob Mitchell, Vice<br />
President of Marketing and Product at SmartWool. Today’s evolving definition<br />
of recreation sits closer to home and closer to family and friends. It is about<br />
the active lifestyle; whether that means yoga, rock climbing, jogging through<br />
the neighborhood or canoeing at the local lake. Many new consumers are<br />
less “core” than before, compounding the <strong>Industry</strong>’s challenge to be relevant.<br />
But these people represent opportunity. “It’s very harmonious,” Mitchell says.<br />
“New relationships add dimension and help build dialog and conversations with<br />
people who aren’t familiar with the <strong>Industry</strong>.”<br />
It’s the common themes that our <strong>Industry</strong> represents that may bring disparate people<br />
together: taking control of one’s health or fitness level, conserving and supporting<br />
local greenways and parks and engaging in meaningful social interactions. Though<br />
not necessarily healthier, Americans are more health-aware than ever before, and<br />
they find value in the active outdoor lifestyle. To encourage participation and <strong>Industry</strong><br />
growth, we must rally as an industry around key areas: availability of land/waterways<br />
upon which to recreate, strong outdoor ethos in the next generations and integration<br />
of a variety of activities into the active outdoor lifestyle.<br />
“people appreciate the outdoor look. outdoor apparel<br />
and accessory companies are hot commodities<br />
on the open market because investors think<br />
outdoor style is going to grow.” – mark martin of marmot<br />
// www.outdoorindustry.org<br />
what will the outdoor industry<br />
look like in 2010?<br />
<strong>Industry</strong> professionals see a variety of activities<br />
from yoga to surfing becoming a part of an outdoor<br />
recreationalists lifestyle. Participants are beginning<br />
to morph activities together—kayaking and sport<br />
fishing, for example, or backpacking into a wilderness<br />
destination and practicing yoga. People who lift weights<br />
in the gym are getting their cardio on local trails.<br />
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Source <strong>Outdoor</strong> <strong>Industry</strong> <strong>Association</strong> online survey of 210 industry<br />
professionals from member companies conducted December 2005.
the future of innovation<br />
Groundbreaking new products have been the <strong>Industry</strong>’s<br />
mainstay for more than 40 years. From sticky rubber to<br />
synthetic fleece to hydration systems, <strong>Outdoor</strong> <strong>Industry</strong><br />
companies and participants have redefined the way<br />
people get outdoors—and the comfort they have<br />
while they’re out there. Looking forward, innovation<br />
within our <strong>Industry</strong> may take a different form. <strong>Industry</strong><br />
professionals see innovation coming in a variety of<br />
ways in the future.<br />
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Source <strong>Outdoor</strong> <strong>Industry</strong> <strong>Association</strong> online survey of 210 industry<br />
professionals from member companies conducted December 2005.<br />
industry professionals predict<br />
strong sales of apparel and footwear<br />
While our <strong>Industry</strong>’s product offering has always been<br />
rooted in function, consumers are increasingly finding<br />
fashion value in outdoor clothing and footwear. The<br />
fact isn’t lost on <strong>Industry</strong> businesses. A recent survey<br />
(fig. 3) showed positive predictions for sportswear and<br />
footwear growth from <strong>Industry</strong> insiders.<br />
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Source <strong>Outdoor</strong> <strong>Industry</strong> <strong>Association</strong> online survey of 210 industry<br />
professionals from member companies conducted December, 2005.<br />
courting the youth demographic<br />
Today’s young adults have their own culture, and while they have embraced<br />
some traditional <strong>Outdoor</strong> <strong>Industry</strong> sports, they are also redefining what it means<br />
to be active by taking up “action sports” like skateboarding, wakeboarding, and<br />
surfing. Nevertheless, an <strong>Outdoor</strong> <strong>Industry</strong> Foundation published study shows that<br />
nearly 85 percent of young American ages 16 to 24 participated in a traditional<br />
outdoor sport at least once in 2004—a total of 34 million young adults. More<br />
encouraging, young adults age 16-24 participate on average in more than<br />
three activities—more than any other demographic group. As well, they do their<br />
sports with increasing frequency. They’re not trying things and abandoning<br />
them—they’re actively developing skills and getting out more often.<br />
“the city or ‘burb’ kid — he’s definitely getting<br />
outside, but he’s interpreting it in a different way.”<br />
— tom campion of Zumiez outdoors<br />
The challenge for an <strong>Industry</strong> that has long hung its hat close to the backcountry<br />
trailhead is appealing to youth who aren’t already familiar with backcountry<br />
outdoor sports and gaining relevance with those who dabble in a variety of<br />
activities. “The city or ‘burb’ kid—he’s definitely getting outside, but he’s<br />
interpreting it in a different way,” says Tom Campion, Owner of Zumiez <strong>Outdoor</strong>s,<br />
a national retail chain that sells action sports apparel and equipment. These sports<br />
have seen huge growth among youth. Campion says they’re more than just sports.<br />
“It’s music and lifestyle,” he says, “it’s innovative and immediate. You buy the<br />
skateboard and it’s right there—you don’t have to venture far for adrenaline.”<br />
Campion has a unique perspective on the similarities and differences between<br />
outdoor and action sports and whether today’s wake boarders will become<br />
tomorrows paddlers, mountain bikers and rock climbers. “In my family, yeah,<br />
there’s cross-over,” he says. “My kids do action sports and outdoor sports<br />
because that’s the way they were raised.” The question is what action sports<br />
kids, who skew very young, will do as they mature. Campion admits that after<br />
age 24, “they aren’t coming into my stores anymore.” It’s safe to say that with a<br />
solid background in adrenaline inducing rail slides and backside airs they aren’t<br />
just sitting on the couch. One of the <strong>Outdoor</strong> <strong>Industry</strong>’s central challenges is<br />
introducing them to new sports that will become lifetime passions. “We need<br />
to entice them to get up in the mountains or out on the water,” says Ric Long,<br />
President of North American operations for the clothing manufacturer Helly<br />
Hansen. “And it has to happen at the industry level, not the brand level.”<br />
where we’re headed // outdoor industry association //
There’s already a good deal of cross-over between outdoor and action sports—<br />
bouldering, kayaking, free skiing and single-track are aligned on a more traditional<br />
outdoor sports trajectory, meaning they take place in a “wilderness” setting, yet<br />
they tend to attract youth. John Mead, President of Adventure 16, a Southern<br />
California specialty retailer, thinks that’s because they share a similar vibe with<br />
action sports. “They’re about social interaction and mini-competition,” he says.<br />
“It’s not a team contest. It’s ‘you do that and I’ll see if I can do it better.’” As well,<br />
they can be done before dinner—a serious consideration for a demographic with<br />
a whole lot going on. “These young adults, early 20s, 24 and up—there’s a lot of<br />
competition for their time. They’ve got work, they’ve got school,” says Campion.<br />
But in the same breath he says action sports youth are already predisposed to the<br />
kind of fun there is to be had in the outdoors. They just see it a little differently.<br />
“For me fun was backpacking,” he says. “For them it’s speed.” How young adults<br />
define their connection to nature is less important than the fact that they actually<br />
connect. The 2004 <strong>Outdoor</strong> <strong>Industry</strong> Foundation report confirmed that young adult<br />
(16-24) outdoor participants value “outdoor connection.”<br />
“If youth become accustomed to and familiar with open spaces and wild lands when<br />
they’re young they’ll be disposed to respect and conserve them in the future. This is<br />
a central challenge our <strong>Industry</strong> faces, but there’s much we can do to steer things in<br />
the right direction,” says Jim Clark, CEO of Yakima Products.<br />
redefining and energizing the active lifestyle<br />
Traditional outdoor sports are one component of an active lifestyle, but there’s so<br />
much more to our community, <strong>Industry</strong> and shared ethos. Health and wellness,<br />
fitness, and action sports all fall under the active lifestyle umbrella, as do hunting<br />
and fishing. Each has its own vibe and culture, but they share commonalities that<br />
are central to the <strong>Outdoor</strong> <strong>Industry</strong>: conservation and expansion of recreation gems,<br />
“[millennials] are about social interaction and mini-competition,<br />
it’s not a team contest. it’s ‘you do that and i’ll see<br />
if i can do it better.’” – John mead of adventure 16<br />
// www.outdoorindustry.org<br />
respect for the natural environment and for physical<br />
health, and the simple joy of having places to recreate in<br />
nature with friends and family.<br />
These disparate activities and industries are growing,<br />
and it’s becoming clear that they feed one another.<br />
Already, demographics are less of a determinant in<br />
what activities people pursue. Life stages are less<br />
relevant. Lifestyles are more idiosyncratic. Kids who<br />
skate, snowboard or ride BMX may also enjoy other<br />
activities like road biking or climbing. Practitioners<br />
of yoga may find that hiking is a compliment to their<br />
wellness goals. People who get their exercise in the<br />
gym may go trail running on the weekends. Anglers<br />
hike to access their favorite fishing hole.<br />
The prospect of the <strong>Outdoor</strong> <strong>Industry</strong> promoting the<br />
active lifestyle agenda by itself seems a bit ambitious.<br />
But we’re not alone. And we’re not swimming against the<br />
tide. In the context of changes at the societal level—a<br />
growing awareness of health issues and concern over<br />
development of community open space, for example—<br />
our message is compelling and timely. As OIA partners<br />
with people and businesses within and outside the<br />
<strong>Industry</strong>, and as we embrace a holistic vision of recreation,<br />
we’ll find commonalities that allow us to work together<br />
to build stronger support for active lifestyles. Inactivity<br />
is a greater threat than inter-industry competition.
assuring places to recreate<br />
People want places to recreate. A national survey<br />
conducted in 2000 by the nonprofit Smart Growth<br />
America showed that 83 percent of those polled<br />
supported the establishment of zones for green<br />
space, farming, and forests outside existing cities and<br />
suburbs. The government says recreational visits to<br />
federal lands have increased in recent decades—but<br />
much of that traffic is to destinations like National<br />
Parks and Forests. Backcountry lands and waterways<br />
must always exist to provide escape from the urban<br />
environment, but with increasing demands on our<br />
time, many people also want recreation options closer<br />
to home that they can enjoy in shorter blocks of time.<br />
Americans want to get outside and be active while<br />
having the option to do it locally and conveniently.<br />
Accessible parks, open space and waterways near<br />
our communities are integral to regular physical<br />
activity. Support for close to home recreation at<br />
the federal level—through dollar grants but also<br />
renewed commitment among management agencies<br />
to recreation and active use—is an important step in<br />
reconnecting Americans with their health as well as<br />
this country’s history. OIA is working to ensure that<br />
there are funds in the Federal Highway Program and<br />
the Land and Water Conservation Fund (LWCF) to<br />
support state and local recreation development. As the active lifestyle industry,<br />
we are positioned to motivate Americans to cherish and relish our public lands...<br />
But before that we must work to maintain and increase the public places upon<br />
which people can play. In part, that means broadening the definition of “play”<br />
beyond the <strong>Industry</strong>’s traditional activities: the more people working together to<br />
bolster our catalog of recreation lands and waterways the better.<br />
According to the Department of the Interior, about a third of all land in the United<br />
States is federally owned, comprising approximately 672 million acres. Four<br />
agencies—the National Park Service, the Fish and Wildlife Service, the Bureau<br />
of Land Management, and the Forest Service—manage about 94 percent of<br />
those acres. With the exception of National Parks, certain parcels of National<br />
Forest, and other specially managed areas, much of this land isn’t managed with<br />
human-powered recreation in mind or as a top priority. They must be managed<br />
for appropriate active recreation uses —an important consideration for a country<br />
that sees obesity and inactive lifestyles as major challenges to national health.<br />
“if youth become accustomed to and familiar<br />
with open spaces and wild places when they’re<br />
young they’ll be disposed to respect and conserve<br />
them in the future.” — Jim clark of yakima products<br />
where we’re headed // outdoor industry association //
www.outdoorindustry.org<br />
f i n a l T h o u g h T s<br />
The greatest thing about this industry is that every move<br />
we make, every battle we fight to protect wild places,<br />
every person we engage in outdoor activities contributes<br />
to a healthier America. As an industry, we’re as strong<br />
as ever—our sports and activities are the gateways<br />
through which millions of people are introduced to the<br />
outdoors. More than 150 million adults participate in<br />
outdoor activities each year. As new sports emerge and<br />
new participants discover the pleasure of zooming down<br />
a single-track trail or walking beneath autumn leaves,<br />
we will grow.<br />
But perhaps “grow” is the wrong word. The <strong>Outdoor</strong><br />
<strong>Industry</strong> is evolving—and the <strong>Outdoor</strong> <strong>Industry</strong><br />
<strong>Association</strong> is helping it. <strong>Outdoor</strong> recreation is no longer<br />
about escape, at least not in the sense that it was 20<br />
years ago. Instead it’s an integral part of a healthy life—<br />
something more and more people realize they need.<br />
The pace of living seems faster, time seems shorter<br />
and after 9/11 there’s a palpable sense that people’s<br />
priorities have shifted. Living is more than existing—it’s<br />
engagement. And the outdoors is our legacy to pass on<br />
to the next generation.<br />
“our heroes summit the highest peaks, scale the<br />
steepest faces, and run the most daunting rapids,<br />
but it is the millions of americans who find joy<br />
simply by playing outside that fuels<br />
our industry’s passion and potential.”<br />
— frank hugelmeyer<br />
president, outdoor industry association
about outdoor industry association<br />
<strong>Outdoor</strong> <strong>Industry</strong> <strong>Association</strong> ® (OIA) is a national<br />
trade association whose mission is to ensure<br />
the growth and success of the <strong>Outdoor</strong> <strong>Industry</strong>.<br />
A wide spectrum of leading manufacturers,<br />
distributors, suppliers, and retailers of outdoor<br />
recreation equipment and services, as well<br />
as other related business entities make up<br />
OIA’s membership. OIA programs include<br />
representation in government/legislative affairs,<br />
cutting edge market research, member cost<br />
saving benefits and consumer outreach initiatives<br />
to grow participation in outdoor activities<br />
and promote healthier lifestyles. Educational<br />
events include the annual <strong>Outdoor</strong> <strong>Industry</strong><br />
Rendezvous, <strong>Outdoor</strong> University, and the Capitol<br />
Summit in Washington, D.C. <strong>Outdoor</strong> <strong>Industry</strong><br />
<strong>Association</strong> is the exclusive endorser of the<br />
<strong>Outdoor</strong> Retailer tradeshow.<br />
for more information go to:<br />
www.outdoorindustry.org<br />
or call 303.444.3353<br />
a c k n o w l e d g e m e n T s<br />
research ediTor Clint Wall<br />
projecT manager Michael Lee<br />
wriTer Jeb Tilly<br />
design & layouT Moxie Sozo<br />
phoTography Big City Mountaineers, John Evans, <strong>Outdoor</strong> Divas, Cody Downard, Ashley Davis<br />
We would like to thank the hundreds of people in the outdoor business community who<br />
contributed to this report. In addition, every member of the OIA staff provided valuable<br />
insight and support for this project. Special thanks to <strong>Outdoor</strong> Retailer for their generous<br />
financial support.<br />
Portions of the research presented in the State of the <strong>Industry</strong> Report provided by<br />
<strong>Outdoor</strong> <strong>Industry</strong> Foundation. A variety of sources were used in the development of this<br />
report. For a complete list contact OIA.<br />
Special thanks for the guidance of <strong>Outdoor</strong> <strong>Industry</strong> <strong>Association</strong>’s Board of Directors:<br />
oFFiCers<br />
chairperson Kim Coupounas – CEO, GoLite<br />
firsT vice chair Jim Clark – CEO, Yakima<br />
second vice chair Mike Wallenfels – President, Mountain Hardwear<br />
Treasurer Dan Templin – CFO, VF <strong>Outdoor</strong> Inc.<br />
secreTary Jeff Weidman – Co-owner, Rutabaga Paddlesports<br />
pasT chairperson Lee Fromson – President, Cascade Designs<br />
direCtors<br />
Beth Brownlee – Regional Sales Director, Columbia Sportswear<br />
Brian Cousins – CEO, Cloudveil Mountain Works<br />
Peter Devin – Group Show Director, <strong>Outdoor</strong> Retailer<br />
Jeff Espy – Publisher & CEO, Hooked on the <strong>Outdoor</strong>s<br />
Paul Fish – President, Mountain Gear<br />
Paul Gagner – VP Sales & Marketing, Gregory Mountain Products<br />
Larry Harrison – President, Earth Games LLC<br />
Matt Hyde – VP of Merchandising, REI<br />
Jeff Johnson – Director of Merchandising, Cabela’s<br />
Rod Johnson – President, Midwest Mountaineering<br />
Joan Keller – Owner, Le Travel Store<br />
Bill Kelly – VP, Johnson <strong>Outdoor</strong>s<br />
Will Manzer – President, EMS<br />
Angel Martinez – CEO, Deckers<br />
Peter Metcalf – President & CEO, Black Diamond<br />
Rob Mitchell – VP of Marketing & Product, SmartWool<br />
Debbie Motz – Executive Director, EORA<br />
Tony Post – CEO, Vibram USA<br />
Roody Rasmussen – President & CEO, Petzl America<br />
Beaver Theodosakis – President, Prana<br />
Jay Steere – VP, Global Product Management/<strong>Outdoor</strong> Performance Timberland<br />
Bill Sweasy – Chairman / CEO, Redwing<br />
Skip Yowell – VP of Global Public Relations, JanSport<br />
acknowledgements // outdoor industry association //
w w w. o u t d o o r i n d u s t r y. o r g<br />
4909 Pearl East Circle, Suite 200 | Boulder, Colorado 80301 | 303.444.3353 | © January 2006, <strong>Outdoor</strong> <strong>Industry</strong> <strong>Association</strong>
w w w. o u t d o o r i n d u s t r y. o r g<br />
S tat e o f t h e i n d u S t r y r e p o r t<br />
2006