Inside the Outdoors: Recent Episodes
People for Bikes and the Outdoor Industry Association
Inside the Outdoors explores the most pressing questions in the outdoor and bicycle industries with experts from across the US. Hosts Kelly Davis (Outdoor Industry Association, OIA) and Patrick Hogan (PeopleForBikes, PFB) provide insights to support companies in the outdoor recreation related industries to grow their businesses.
For the final bonus episode Kelly and Tobie interview Jose Maldonado, the Chief Marketing Officer at PeopleForBikes. They discuss the most recent participation data on the outdoors and cycling. What do these numbers mean for suppliers and retailers, and what opportunities are there for the future?
Join Kelly and Tobie for the penultimate bonus episode of Inside the Outdoors, where they chat with Matthew Tucker, Director of Client Development in Sports Equipment at Circana, the premier source for retail and participation data in the outdoor industry. We’ll chat through the early indicators of positive changes unfolding in 2024 and explore the rise of casual participants, their purchasing patterns, and how they differ from pre-pandemic consumers. And on top of the data takeaways, we have a few laughs along the way as well.
Kelly and Tobie continue their conversation with Ryan Birkicht, Director of Communications at PeopleForBikes. They delve deeper into how the Outdoor Industry Association and PeopleForBikes are evolving as trade associations, making it easier for their members, non-members and bike-curious parties to access and utilize data to grow their business.
For the next two episodes we are joined by Ryan Birkicht, Director of Communications at PeopleForBikes. In this episode we'll be talking about the Bicycle Leadership Conference, recently held by PeopleForBikes in Tucson, Arizona. We'll chat through some of the behind the scenes action that goes into planning a conference, the value these gatherings hold for our industry, and some of our own meaningful experiences at past conferences. We'll touch on some of the highlights at this year's BLC, including memorable speakers, recurring themes, and key takeaways.
Save the date nexy year's BLC - https://www.peopleforbikes.org/take-action/2025-blc-tucson-save-the-date
In this special bonus episode, Kelly and special guest host Tobie DePauw will be joined by Dr. Ash Lovell, Electric Bicycle Policy & Campaign Director for PeopleForBikes, to delve into the leading perspective on e-bike policy. Tune in to discover how PeopleForBikes is spearheading efforts in policy, education, and safety nationwide. Learn about the organization's pivotal role in crafting the three-class system adopted in over 40 states, explore the latest threats to healthy e-bike policy at various governmental levels, and understand the impact of commercial and cargo e-bikes on local policy and infrastructure improvement.
In this special bonus episode, Kelly and special guest host Tobie DePauw will be joined by Dr. Ash Lovell, Electric Bicycle Policy & Campaign Director for PeopleForBikes, to delve into the leading perspective on e-bike policy. Tune in to discover how PeopleForBikes is spearheading efforts in policy, education, and safety nationwide. Learn about the organization's pivotal role in crafting the three-class system adopted in over 40 states, explore the latest threats to healthy e-bike policy at various governmental levels, and understand the impact of commercial and cargo e-bikes on local policy and infrastructure improvement.
Kelly and Patrick wrap up Season 1 of Inside the Outdoors with a recap of the discussions and guests featured on the series this season.
Kelly and Patrick review recent macroeconomic indicators and relate overall market conditions to expectations for outdoor market recovery. What might a ‘new normal’ look like for the outdoor markets? How could a large participant base support the market in the near future and in the long run? How can consumer research inform our expectations for future markets?
Kelly and Patrick review recent research which measured bicycle industry experts’ market sentiment. How did bicycle industry experts think the overall market and their specific organization fared over the past year? What do they think will happen over the next year? What are the biggest threats and opportunities for the bicycle industry over the next 12 months?
Kelly and Patrick review recent research related to cross country skiers’ predictions for the upcoming season. How might environmental and macroeconomic conditions affect their expectations for season quality? How might expectations actually influence participation? How can these findings be used to better understand other outdoor recreation activities?
Use the following link to access the full report: https://thenordicapproach.com/
Kelly and Patrick discuss research methods for studying the motivations of outdoor recreation participants, as well as ways to leverage that information into greater participation and sales. How can segmentation studies be crafted to gather this information? What level of detail about an individual’s motivations would be actionable? What lessons can be learned from other industries?
Kelly and Patrick discuss where to find outdoor recreation participants when they’re not outside. What cross-participation activities are cyclists, runners, campers, and other outdoorspeople engaging in when the weather is too cold for many to be outside? How can our understanding of cross participation help support increased participation and improved consumer intelligence?
Learn more about bicycling cross-participation here: https://www.peopleforbikes.org/members/pac-participation
Kelly and Patrick discuss their expectations for participation levels and market activity in 2024. How will new participants - those who started during COVID - engage with outdoor recreation this year? Will consumer demand for equipment be as cool in 2024 as it was in 2023? How will macro trends in the US economy affect these markets? What does the long term future look like for various outdoor categories?
Kelly and Patrick discuss the importance of retail sales data as a way to measure the health of our outdoor recreation industry, identify market opportunities, and benchmark an organizations growth against the growth of a category. How can retail sales metrics inform our view of the market? Which sales are typically included and excluded in retail sales data sets?
PeopleForBikes members can access reports here:
https://www.peopleforbikes.org/members/monthly-sales-reports
Kelly and Patrick discuss New Year’s resolutions, focusing on ways that the outdoor industry can capitalize on this time of transition to increase participation in recreation activities. Why are so many people committed to getting into shape at the beginning of the year? What opportunities might exist for the outdoor industry to favorably position outdoor recreation activities as ways to become fit? How can outdoor recreation mitigate overcrowding at gyms during January and February?
Kelly and Patrick discuss where the outdoor recreation market is within the bullwhip effect. There was a surge in demand early in the pandemic that has affected the market for years now. Where are we in the recovery period? How will participation trends affect market stabilization? What can dealers and brands do during a period of low demand?
Kelly and Patrick continue the conversation with Geneviève Marchand and Jennifer DeBoer from Western Colorado University’s Outdoor Industry MBA program. How can aspiring outdoor leaders set realistic expectations for their careers in the industry? What facets of higher education can best prepare someone for success in the outdoor industry? How important are group projects in college?
Learn more about WCU’s Outdoor Industry MBA here: https://western.edu/program/outdoor-industry-mba/
Kelly and Patrick are joined by Geneviève Marchand and Jennifer DeBoer for a discussion about the next generation of leaders in the outdoor recreation world. How can programs like Western Colorado University’s Outdoor Industry MBA help students learn more about the outdoor recreation industry? What are some simple ways to gain an advantage in the labor market when seeking a career in the outdoor industry? What can aspiring outdoor recreation leaders look forward to when entering the industry?
Learn more about WCU’s Outdoor Industry MBA here: https://western.edu/program/outdoor-industry-mba/
Kelly and Patrick discuss expectations for the 2023 holiday shopping shopping season. How will consumer spending respond to downward market pressures? Could an increased participant base, low unemployment, and other positive economic indicators mean an increase in market activity? How can the industry position outdoor recreation activities as a social experience in order to justify holiday spending?
Kelly and Patrick discuss the newly released report from the Outdoor Recreation Satellite Account of the Bureau of Economic Analysis which measures the contributions to US GDP made by outdoor recreation activities in 2022. What exactly is this report measuring? How do outdoor recreation activities support American jobs, generate federal and state tax dollars, and contribute to the country’s Gross Domestic Product? How can these numbers support advocacy and policy efforts?
Find a link to the Bureau of Economic Analysis report here: https://www.bea.gov/data/special-topics/outdoor-recreation
See OIA’s state dashboard here: https://outdoorindustry.org/advocacy
Kelly and Patrick are joined again by Kiran Herbert, the Content Manager at PeopleForBikes, for the second installment of a 2 part discussion about shared micromobility. How has bikeshare utilization been affected by the electrification of bikes? How can shared micromobility become more equitable? What can be done to increase the use of shared micromobility programs?
Find a link to the newest report on shared micromobility here: https://nacto.org/publication/shared-micromobility-in-2022/
Learn more about the BBSP Living Labs Program here: https://betterbikeshare.org/grant/living-lab-cities/
Kelly and Patrick are joined by Kiran Herbert, the Content Manager at PeopleForBikes, for the first installment of a 2 part discussion about shared micromobility. How have bikeshare programs and other micromobility programs evolved to meet the needs of cities across America? How can the equitable growth of these programs be achieved? What are the greatest challenges facing shared micromobility programs?
Find a link to the newest report on shared micromobility here: https://nacto.org/publication/shared-micromobility-in-2022/
Kelly and Patrick identify which pandemic-era trends have proven to be sticky, and which have not stuck around. How many Americans are still spending time outdoors in 2023? How have participants expanded their reach into multiple types of outdoor recreation activities? How has the marketplace adjusted to meet the needs of the 2023 consumer?
Kelly and Patrick discuss the current state of the US economy and how current economic conditions might affect the outdoor industry. How might consumer debt be tied to GDP growth? How does the current unemployment rate and recent wage growth affect consumer spending? How does all of this affect the expectation for the 2023 holiday shopping season?
Kelly and Patrick discuss the future of electric bicycles as Kelly reflects upon her experience at Graniteer, an outdoor lifestyle festival produced by Granite Outdoor Alliance. What opportunities exist for electric bicycle centric events? What can we learn from youth participation in electric bicycling? How can the industry prepare to service and maintain electric bicycles?
Kelly and Patrick review methods for setting efficient prices for products, features, and attributes. How can brands and dealers bundle products and features at an appropriate price to meet the needs of new and existing customers? Which product features are the most important to consider when creating a product? How can profit maximizing outdoor brands and dealers ensure they’re selling products at the right price?
Learn more about Van Westendorp, conjoint, and MaxDiff analyses, as well as R Studio.
Kelly and Patrick build upon the previous episode’s discussion about research questions and different types of consumer research studies by exploring the many ways that organizations can find the right audience for studies. What are the strengths and weaknesses of a general population research panel? How can we leverage existing customer databases to grow our brand? When are focus groups or discussion groups the right solution?
Follow this link to calculate the margin of error for a sample.
Kelly and Patrick discuss the primary research studies that can help outdoor brands find success in turbulent markets. How can brands understand their current place in the market using brand awareness and sentiment studies? Where are existing and potential customers, and what messages resonate with them? Why do we love MaxDiff and conjoint studies so much?
Kelly and Patrick are again joined by Ryan Atkinson, President + Co-Owner of SmartEtailing, for a conversation about ecommerce within the specialty bicycle channel. What interesting trends are emerging in the bicycle ecommerce channel? What are the barriers that dealers will likely face for the remainder of the year, and how can they be overcome?
Kelly and Patrick are joined by Ryan Atkinson, President + Co-Owner of SmartEtailing, for a conversation about ecommerce within the specialty bicycle channel. How has ecommerce grown over the past few years for independent bicycle dealers? What is important for independent bike dealers to know in order to be successful in today’s market?
Kelly and Patrick are joined by Reese Brown, Cross Country Ski Area Association's Executive Director, for a discussion about cross country skiing. What should everyone know about the cross-country skiing experience? How are weather extremes affecting the market? What are trail areas doing to engage new participants?
Use the following links to access resources discussed in this episode.
Consumer Website: https://xcski.org/
Industry Website: https://ccsaa.org/
Fall Conference: https://ccsaa.org/fall-conference-2023/
Annual Conference: https://ccsaa.org/annual-conference-2024/
Kelly and Patrick are joined by Rachel Fussell, PeopleForBikes’ eMTB Policy and Program Manager, for a discussion about electric mountain bikes (eMTBs). How have eMTBs evolved and how has the market grown recently? What's important to know about the eMTBs when buying or riding? What are the barriers facing the eMTB world?
Use the following links to access resources discussed in this episode:
- Information on 3-class electric bicycle system
- States using the 3-class system.
- Tahoe research on eMTB speed and resulting trail conditions
- IMBA eMTB Study Soil Displacement and Erosion Study
- eMTB Policy Database
Kelly and Patrick begin by discussing one of the most interesting emerging sports in outdoor recreation - pickleball! Why has pickleball grown so much in recent years? What lessons can be gleaned from this activity that could be applied elsewhere? Are there additional outdoor recreation activities experiencing significant participation growth?
Use the following link to access a pickleball court finder to see if there are opportunities near you.
Kelly and Patrick kick off Season 2 with a discussion about the current state of the US economy and recent events that took place during the mid-summer break. How could back-to-school spending affect the outdoor market? What could continued increased interest rates mean for our customers? Should we be more concerned about perceptions of the economy, or observed economic conditions?
Use the following links to access the University of Michigan’s Surveys of Consumers, back-to-school surveys from Deloitte and the National Retail Federation, OIA’s Summer State-of-the-Market Report, and PFB’s 2023 Q3 Global Risk & Opportunity Report
Kelly and Patrick wrap up Season 1 of Inside the Outdoors with a discussion about summer plans and current market conditions. Access the PeopleForBikes Member Center for the most recent version of the Global Risk and Opportunity Forecast, produced by S&P Global. And visit OutdoorRetailer.com for information about the show.
Kelly and Patrick discuss newly released participation trends as measured by the Physical Activity Council. These data describe recent trends in participation rates for individual sports, allowing us to gain a better understanding of how Americans are sticking with, or not sticking with, outdoor recreational activities in the years since COVID-19 began affecting the US.
Follow this link to find the single sport reports provided by PeopleForBikes.
Kelly and Patrick resume the conversation with Casey Taylor (Civic Science), discussing their unique approach to quantitative research. How does Civic Science help researchers understand consumers in ways yet to be considered? Are consumer perceptions reality? How do outdoor recreation participants feel about forever chemicals?
Learn more about Civic Science by following this link.
Kelly and Patrick welcome Casey Taylor from Civic Science to discuss his unique approach to quantitative research. How does Civic Science mitigate response bias? How have estimates of American wellbeing changed recently, and what does this depend on? How many soup dumpling lovers also participate in outdoor recreation activities?
Learn more about Civic Science by following this link.
Kelly and Patrick discuss the importance of protecting public spaces as these federal, state, and local spaces offer opportunities for outdoor recreation. Which outdoor rec activities take place on public lands? What can be done to ensure we have healthy, vibrant public lands? How can access to public spaces affect the market for outdoor recreation related products?
Use the following links to read about the EPA’s approach to wetlands and the Bureau of Land Management’s proposed Public Lands Rule.
Kelly and Patrick discuss the process of identifying and mitigating biases as a necessary step in consumer research. How can researchers make sure that our biases are not affecting research outcomes? How can we create research instruments that will yield the most powerful and useful insights?
Kelly and Patrick discuss the current state of the US economy and how current economic conditions might affect the outdoor industry. What would a default on the national debt mean for outdoor? How do the unemployment rate, labor force participation rate, and inflation rate affect spending in the outdoor markets? How is consumer sentiment affecting the US economy?
Use the following links to learn more about consumer sentiment from the University of Michigan, see data on inflation, unemployment, and labor force participation from the Bureau of Labor & Statistics, and read about other economic indicators from the Institute for Supply Management. Click here to learn more about the current state of the bicycle market from Bicycle Retail and Industry News. Finally, play the bullwhip beer simulator by clicking on this link.
Kelly and Patrick discuss the importance of how we consider environmental sustainability in our outdoor recreation industry. How do outdoor consumers consider environmental sustainability when making a purchase? Can customers tell the difference between sustainability and greenwashing? What product traits are most important to consumers?
Click here to read the article which Kelly refers to - Identifying the green consumer: A Segmentation Study.
Kelly and Patrick discuss trends among Gen Z, unpacking their relationship with the outdoors and discussing ways to market outdoor recreation activities to members of this generation. How do we reach Gen Z? What can outdoor recreation activities offer Gen Z? How can we effectively engage in consumer research efforts to guide our relationship with Gen Z?
Kelly and Patrick discuss one of the most important questions in the outdoor recreation research space: how many people are participating in an activity? The extra nerdy discussion revolves around different methods of measuring participation, as well as the strengths and limitations of each methodology. How can we preserve historic trends while using the most appropriate methodology? What does the future of participation research look like?
Follow this link to access bicycling participation data from PeopleForBikes and this link for OIA’s participation data.
Kelly and Patrick discuss how interactions with the outdoors can help to maintain mental and physical health. How can consumer research help identify opportunities to promote outdoor recreation activities as a way to take care of our mental health, and find ways to better connect with those who seek the outdoors to care for their mental health?
Follow this link to find the journal article about mental health and the outdoors.
Learn more about the great work being done by Akuna Hikes by clicking here.
Find the CDC’s research on life expectancy by clicking here.
Follow this link to learn more about Summer OR where Kelly will present in June.
Kelly and Patrick discuss recently released 2022 participation data for outdoor recreation, generated by the Physical Activity Council. Which activities experienced the most growth? How do we gauge the growth or decline of certain activities when we know that participation rates in 2020 and 2021 were so anomalous? How have Americans shifted from avid (or ‘core’) to casual rates of participation?
Follow this link to find bicycling participation data in the PFB Member Center.
Follow this link to learn more about Summer OR where Kelly will present in June.
Kelly and Patrick continue last week’s conversation with Tobie DePauw (Ride Spot), further exploring new and creative solutions retailers can implement to engage riders in 2023, including methods to boost referrals, increase add-on sales, and build community. How can a better understanding of sales data enhance our sales practices? How can we drive customers to engage with shop activities like group rides? Why would we sell a bottle cage at a discount if a customer is not going to buy a bottle?
Follow this link to read The Silver Lining.
Learn more about Stewardship Retail by following this link.
Kelly and Patrick invite Tobie DePauw (PeopleForBikes Ride Spot) to have a discussion about how retailers can find the silver lining amidst challenging circumstances like we’re facing in 2023 and make the most of the opportunities in front of them. Tobie shares his experience as a former retailer, giving glimpses of what’s possible when empathy, humility, and curiosity are driving interactions with customers. How can dealers ensure the long term health of their shops given short term challenges? What are some strategies for handling discounting this year? What role does community building play in long-term success? And how many people will show up for a mid-winter night ride in blizzard conditions?
Kelly and Patrick discuss ecommerce trends that emerged during the COVID-19 pandemic, and assess which trends have been ‘sticky’. Why have some ecommerce trends stuck around? Why did some trends stick while others did not? What can brands and retailers do to learn from segments of ecommerce customers who are conducting research and making purchases online?
Kelly and Patrick discuss how the outdoor industry can capitalize on consumers receiving tax refunds this spring. More Americans expect to receive a refund in 2023 than the previous year, and they are thinking of ways to spend it. How can the outdoor industry help potential consumers imagine a great outdoor experience and convert that aspiration into sales? How do brands fit into consumer’s aspirational dreams of outdoor recreation?
Kelly and Patrick discuss the current state of product inventory and sales in the market, exploring the remaining effects of the bullwhip effect. While market sales of many outdoor products waned in 2022, some categories (including bicycles) are expected to recover relatively quickly. How have macroeconomic trends affected our markets? What can we expect in the next few months? How can dealers, distributors, and brands ensure a quick recovery?
Follow this link to see the Lifestyle/Leisure bicycle sales and inventory estimates which Patrick describes.
Members of PeopleForBikes can find the Global Risk & Opportunity Forecast from S&P Global here and an archive of monthly NPD sell-through reports here.
Kelly and Patrick get very excited about consumer segmentation research. Not every participant is looking for the same experience when they participate in outdoor recreation, and not every consumer of a given product is buying it for the same reason. How can consumer segmentation help organizations better understand their target audience so that they can successfully communicate with and sell to the right people?
Kelly and Patrick build upon the Zoom Town discussion by describing recent trends of small businesses opening up in small towns. Many new small businesses are bringing unique offerings to niche markets, offering products which larger organizations are not able to. What function do small operations serve when it comes to outdoor recreation participation? How have social media trends allowed small businesses to find niche audiences and successfully sell unique products?
Kelly and Patrick describe recent population trends in rural areas and small towns growing as remote work has allowed Americans the freedom to live wherever they would like. This trend, which we describe as the growth of ‘Zoom Towns’, has allowed Americans to live in areas where they can more easily access outdoor recreation activities, allowing for greater participation and unique experiences. How are local areas affected by the population shifts? What challenges might this trend pose?
Kelly and Patrick describe employer sponsored outdoor recreation benefits, exploring the benefits of getting employees outside. We know that outdoor recreation serves many functions - maintains mental health, ensures an active lifestyle. Why else might employers be keen on spending money to encourage outdoor recreation?
Access information about creating a bike benefits program by following this link: https://enterprise.ridespot.org/
Learn more about Thrive Outside, OIA’s initiative to get people outside for their health, the health of communities and the health of the outdoor industry: https://outdoorindustry.org/participation/
See the January 2023 jobs report by the US Bureau of Labor and Statistics here: https://www.bls.gov/news.release/pdf/empsit.pdf.
Kelly and Patrick discuss expectations for outdoor recreation participation in 2023. How will participation rates continue to be affected by changes in remote work, the rising cost of outdoor related hardgoods, and potential shifts back to pre-pandemic activities? What trends do we think we will see in the coming year?
Members of PeopleForBikes can find the 2022 US Bicycling Participation Study here: https://www.peopleforbikes.org/reports/us-bicycling-participation-report
Use the following link to see OIA’s ‘State of the Outdoor Market’ report: https://outdoorindustry.org/wp-content/uploads/2022/12/OIA-State-of-the-Outdoor-Market-Report-Fall-2022.pdf
Kelly and Patrick discuss market expectations for 2023. What trends do we think we will see in the coming year? How will macroeconomic trends, such as inflation and transportation cost, and shifting consumer preferences for purchase methods and participation affect the market for outdoor recreation related products?
Members of PeopleForBikes can find the Global Risk & Opportunity Forecast from S&P Global here: https://www.peopleforbikes.org/log-in?redirect=sp-global-risk-opportunity-forecast
Use the following link to see OIA’s ‘State of the Outdoor Market’ report: https://outdoorindustry.org/wp-content/uploads/2022/12/OIA-State-of-the-Outdoor-Market-Report-Fall-2022.pdf
Kelly and Patrick describe how current macroeconomic trends are affecting the market for outdoor products. As we enter 2023 the US economy is seeing low unemployment, high inflation, and a potential recession on the horizon. How will this mix of economic indicators affect the ability of our respective industries to bring products to market and successfully compete? How are consumers reacting to these macroeconomic trends?
Kelly and Patrick start the new year by discussing renewed enthusiasm for activities. Many of us will often start the new year by setting goals for fitness activities and other hobbies, which create a seasonal surge in demand for related products and services. Similarly, there are periods of spontaneous, organic increases in demand, such as The Hunger Games influencing archery participation and Stranger Things increasing bicycling among youth. How can the industry harness periods of ‘increased stoke’ to maximize on participation and sales?
Kelly and Patrick describe how apps have changed the way that many of us participate in our outdoor recreation activities. How can apps enhance our experience by cataloging our recreation activity and sharing our stories? What forms of gamification, like in-app challenges, can push us to achieve new goals?
Kelly and Patrick describe how we can participate in our outdoor recreation activities safely. How can participants access the information necessary to be safe in their pursuits? What levels of danger are inherent to an activity, and how can we mitigate risks associated with an activity? How do displays of extreme sports and big stunts affect our perceptions of safety?
Kelly and Patrick describe how outdoor brands can and should use their social media presence. What role do social media platforms play in our efforts to increase participation in an activity? How can brands use social media to reach new audiences and connect with their customers? How can an outdoor recreation activity be enhanced by using social media?
Kelly and Patrick describe the process of forecasting sales to gauge our expectation of the future. There has been a lot of market volatility over the past few years - what can we expect out of the next few years? What factors need to be considered when forecasting future sales? How can we use forecasts to influence our business decisions?
Kelly and Patrick discuss current methods of studying youth participation in outdoor recreation activities, as well as the importance of getting kids excited about spending time outdoors. How do we measure youth participation? What are the current limitations of our methods? What can we do to improve those methods, and how can we create a framework that encourages youth participation in outdoor recreation activities?
Kelly and Patrick discuss the origins of goods used for outdoor recreation recreation activities. Where are our products made? Why are they made in a given area? What would it take to produce in the US?
Kelly and Patrick discuss the data released by the U.S. Bureau of Economic Analysis, Outdoor Recreation Satellite Account which measures the outdoor recreation economy. What does this metric actually measure? What is not measured? To whom are these estimates important? What other similar measures can be used to communicate the economic contributions of a given outdoor recreation activity?
Kelly and Patrick try to reconcile the desire to ensure everyone has equal access to quality outdoor recreation activities while managing overcrowding. How can we bring in more participants while not overloading our natural resources? How have ski resorts strategized to balance crowds? What role do apps play in disseminating information that could spread participants across resources?
Kelly and Patrick discuss their outlook for the holiday shopping season. How has seasonality shifted in the past few years? What macroeconomic factors could affect consumer spending in 2022? How have purchasing patterns shifted to and from buying online as opposed to buying in the store?
Kelly and Patrick describe the market for used outdoor recreation products. How does the secondhand market affect consumer demand for new products? How can brands leverage an understanding of their product’s lifecycle to ensure they have lifelong customers? How can we describe the size of the secondhand market?
Kelly and Patrick describe how shifting consumer preferences have given rise to sales of products directly to consumers by brands, and how this affects all market players. How can brands understand and adapt to consumer behavior? What role does the brick-and-mortar retailer have in this model? What is the consumer journey?
Kelly and Patrick challenge the notion that a bike rider, thru-hiker, or snowboarder can be defined by their participation in an individual activity. This episode explores the efficiency gained by approaching outdoor participants with a more comprehensive view of their outdoor recreation activities and lifestyle choices.
Kelly and Patrick justify their jobs as research directors by describing the value of their trade associations. How can Outdoor Industry Association, PeopleForBikes, and similar outdoor recreation industry trade associations help brands navigate markets during both good and challenging times?