With marketing budgets stretched thin, it’s no surprise that many fishing brands are focusing their ad dollars on the sure thing—avid anglers who hit the water 20 or more days a year. Channels like ambassador sponsorships or retailer programs make it easier to target these enthusiasts, and why not? It’s a smart way to minimize waste and maximize ROI. After all, according to the Harvard Business Review, acquiring a new customer can be five to 25 times more expensive than keeping an existing one.
But here’s the thing: between those die-hard anglers and the newcomers lies an overlooked group with huge potential for growth. These are the occasional anglers—those who spend 1 to 5 days a year on the water. They still buy gear, purchase licenses, and sometimes join local events. Yet, they’re leaving the sport in droves. In fact, MRI-Simmons data shows a 20% decline in people fishing less than once a month since 2021. And here’s the kicker: a recent study, The Psychology of Churn, conducted by the Recreational Boating & Fishing Foundation (RBFF), found that if the industry had managed to retain just half of those lost anglers in 2023, it could have gained a staggering $9.2 billion in revenue. You can read the full report here.
UNDERSTANDING WHY ANGLERS LEAVE THE SPORT
RBFF’s findings reveal a complex mix of reasons why anglers are stepping away from the sport. For many, fishing has lost its relevance or appeal—whether due to declining interest in the outdoors, a lack of community or social connection, or the perception that the activity no longer fits their lifestyle. Deeper psychological barriers, like an aversion to new experiences or a preference for routine, further hinder their return.
To tackle this, RBFF identified several personas of lapsed anglers, ranging from thrill-seekers craving more excitement to those needing local, accessible opportunities to participate. By addressing these barriers and identifying targeted ways to re-engage anglers, RBFF has outlined actionable tactics to bring them back. For fishing-related marketers—whether in rods, reels, apparel, boats, or other gear—understanding these dynamics is key to retaining and expanding their customer base. This article will explore three of these tactics through the lens of advertising planning and buying, offering concrete solutions to reignite participation.
ENGAGING RISK-AVERSE ANGLERS WITH FAMILIAR EXPERIENCES
RBFF’s study revealed that lapsed anglers are twice as likely to prefer familiar experiences compared to retained anglers, with 2 in 5 lapsed anglers expressing this preference versus just 1 in 5 retained anglers. This underscores the importance of familiarity in re-engaging this audience. Lapsed anglers often gravitate toward known locations, trusted brands, or comfortable activities, making these familiar touchpoints a powerful entry point for reconnecting them with the sport.
Watauga’s proprietary research, Surveying the Outdoors: The 2024 Growth Report, aligns with these findings, identifying a Conventional mindset among certain outdoor recreation participants. These individuals tend to avoid the discomfort of trying new experiences, stick close to home, and quickly abandon activities that don’t deliver a positive first impression.
To overcome this barrier, RBFF introduced the concept of piggybacking—attaching fishing to activities that are already part of an individual’s plans. Brands can activate this strategy through targeted advertising efforts. For example, digital ads on travel and lifestyle platforms can position fishing as a natural add-on for beach vacations. Social media influencers could demonstrate how fishing pairs seamlessly with other outdoor pursuits like hiking, camping, or kayaking. Geotargeted campaigns near vacation spots, lakes, or parks can inspire travelers to include fishing as part of their adventure. For marketers in the fishing industry, this means shifting messaging to highlight how fishing integrates effortlessly into existing hobbies and vacations, rather than requiring a separate commitment. By presenting fishing as a familiar and effortless addition to existing plans, advertising strategies can make the sport feel more accessible and relevant to lapsed anglers.
REIGNITING INTEREST THROUGH STRATEGIC TIMING
Lapsed anglers demonstrate a lower commitment to the sport, with RBFF’s research revealing that they typically fish only a few days per year and are predominantly fair-weather participants—77% reporting they fish mainly during warm weather months. This highlights the importance of strategically timing outreach efforts while also leveraging moments of new beginnings to reengage this audience.
The saying “timing is everything” perfectly applies here, emphasizing the need to reach lapsed anglers at the right moments. Budget prioritization should align with seasonality, with the heaviest advertising efforts focused on key milestones such as the opening day of fishing season and the start of Spring or Summer. These moments naturally align with warmer months when participation is highest. To maximize impact, messaging should maintain a consistent presence throughout this period, ensuring the sport remains top of mind during times when lapsed anglers are most likely to reconnect with fishing.
A brand’s CRM database is a powerful tool for reconnecting with lapsed anglers by delivering highly targeted and personalized messaging at key moments. By analyzing past customer data, brands can identify lapsed anglers based on inactivity or purchase history and segment them into specific groups. These insights can inform tailored email or SMS campaigns timed around significant moments, such as the opening day of fishing season, the start of warmer months, or personal milestones like birthdays. Additionally, CRM data can be integrated into digital advertising platforms to create custom audiences for retargeting across social media, search, and display networks. For fishing brands selling gear, apparel, or equipment, this approach ensures advertising dollars are focused on customers who have already shown an interest but need the right nudge to return. Leveraging CRM insights to send reminders, exclusive offers, or content that highlights the ease and enjoyment of fishing can reignite interest and drive engagement during pivotal times.
POSITIONING FISHING AS THE ULTIMATE WELLNESS ESCAPE
RBFF’s findings reveal that 1 in 3 lapsed anglers, compared to just 1 in 4 retained anglers, struggle to relax while fishing, often feeling preoccupied with competing priorities. Additionally, lapsed anglers demonstrate a lower overall affinity for the outdoors, making it harder for them to see fishing as a meaningful escape. Watauga’s outdoor research echoes this, showing that Seekers—those who express interest in outdoor recreation but have not yet participated—are less likely to recognize the full range of benefits outdoor activities can offer. However, when they do identify benefits, their top responses include stress relief, improved physical health, and relaxation.
This creates a valuable opportunity for brands to reposition fishing as more than just a recreational activity—it can be a pathway to achieving higher-order goals like improved mental and physical well-being, quality time with family, or a chance to reconnect with nature. For marketers in the fishing industry, reframing fishing as an antidote to modern stress—rather than just a sport—can unlock new audiences. By emphasizing these broader benefits in messaging and advertising, brands can appeal to lapsed anglers’ underlying motivations and make fishing feel both relevant and rewarding. Campaigns could spotlight stories of people finding calm amidst life’s chaos, families strengthening bonds on the water, or individuals improving their health by engaging with the outdoors. By framing fishing as a holistic solution to modern stressors, brands can inspire lapsed anglers to return to the sport with renewed purpose.
Advertising tactics should focus on delivering these messages through channels that allow for deeper storytelling and emotional resonance. Native advertising, for example, provides an excellent platform for weaving compelling narratives about the benefits of fishing directly into articles or editorial content on lifestyle and wellness sites. Long-form video ads on platforms like YouTube or streaming services can showcase heartfelt testimonials or aspirational moments of relaxation and bonding on the water. Additionally, social media campaigns using carousel ads or stories can highlight specific benefits, such as stress relief or family time, in an engaging and relatable way. To further enhance the message, partnerships with mental health or wellness influencers could create authentic endorsements, bridging the connection between fishing and personal well-being. By aligning advertising tactics with these goals, brands can effectively inspire lapsed anglers to view fishing as a solution to their everyday challenges.
CONCLUSION: UNLOCKING THE POTENTIAL OF LAPSED ANGLERS
Fishing brands have a tremendous opportunity to drive growth by reconnecting with lapsed anglers—a group that has been overlooked despite its significant potential. By understanding their unique barriers, from risk aversion to shifting priorities, and leveraging targeted advertising strategies, brands can position fishing as a familiar, accessible, and rewarding activity. Through timing outreach strategically, aligning messaging with seasonal and personal milestones, and emphasizing the sport’s holistic benefits, fishing can become more relevant and engaging for this audience. By focusing on these opportunities, the industry can reignite participation, build loyalty, and unlock untapped revenue—all while inspiring a renewed passion for fishing.
