STATE OF THE INDUSTRM REPORT - Outdoor Industry Association

More documents

Recommendations

Info

w h o ’ s p l a y i n g // www.outdoorindustry.org
the tranSformation of the active outdoor perSon The participation story in the Industry Snapshot (pg. 3) shows overall growth in participation since 1998 but a slight pullback since 2001. Interestingly, however, certain key sports have seen phenomenal gains in participation. Understanding why some parts of the Industry are growing while others remain stalled is crucial to preparing for what could be the Industry’s greatest growth period yet. It appears that the outdoor enthusiast’s profile has shifted, or even polarized into two distinct segments that correspond to transitions in the lives of Baby Boomers (born 1946-1964) and Millennials (born 1978-2003). To an industry long reliant on a predictable customer and a niche selection of lifestyle sports, the prospect of realigning to meet the needs of a new outdoors person could be daunting. It doesn’t have to be. Baby Boomers (78 million) and Millennials (100 million) represent a majority of the U.S. population and share a common interest in leading active lives, but they are redefining what it means to be active. “our challenge is to meet them where they are; after all, it’s the participant who will define us, not the other way around.” — angel martinez of deckers outdoor corporation To be sure, Boomers and Millennials show up prominently on the radar screens we’re accustomed to watching. They are most often seen hiking, biking, camping, fishing and paddling – the Industry’s pillar activities. But Boomers are also pursuing fitness and adventure travel; Millennials are skateboarding and bouldering. Both are developing non-sedentary lifestyles in ways consistent with their values and their recreation opportunities. “Our challenge is to meet them where they are; after all, it’s the participant who will define us, not the other way around. Outdoor activities are components in the lives of increasingly complex individuals who cross industry boundaries and defy traditional molds,” noted Angel Martinez, President and CEO of Deckers Outdoor Corporation. who’s playing? // outdoor industry association //
Page 2 and 3: This reporT has been developed for
Page 4 and 5: o u T d o o r i n d u s T r y s n a
Page 8 and 9: Boomers: adventure with a coat chec
Page 10 and 11: www.outdoorindustry.org “the thre
Page 12 and 13: w h o ’ s s e l l i n g 0 // www.
Page 14 and 15: The future of outdoor retail will h
Page 16 and 17: internet/catalog: selection and pri
Page 18 and 19: w h e r e w e ’ r e p l a y i n g
Page 20 and 21: accessible recreation is the best s
Page 22 and 23: funding close to home recreation op
Page 24 and 25: w h e r e w e ’ r e h e a d e d /
Page 26 and 27: “the focus is changing from the a
Page 28 and 29: There’s already a good deal of cr
Page 30 and 31: www.outdoorindustry.org f i n a l T
Page 32 and 33: w w w. o u t d o o r i n d u s t r

STATE OF THE INDUSTRM REPORT - Outdoor Industry Association

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?