Watauga’s latest research, “Surveying the Outdoors: the 2024 Customer Growth Report,” provides critical information for outdoor brand marketing leaders across camping, fishing, hunting, biking, watersports, RVs and other products. With findings derived from an extensive consumer attitudinal research study involving 1,578 participants, the report dives deep into the minds of outdoor participants and can help build marketing plans to elevate outdoor brands. This article helps marketers understand the different types of outdoor recreation audiences and the best ways to reach them through marketing. Watauga’s research has helped us understand what motivates people to explore the outdoors and these audiences can be divided into three distinct groups- Seekers, Doers, and Lovers. These three lenses are described in the box to the right and insights discovered about these audiences can help marketers build effective marketing plans and drive sales.
While these audiences are different in how they engage with outdoor activities, they do share a common thread — the power of social influence. Friend recommendations, user-generated content, and positive storytelling significantly impact participation rates across all segments. By leveraging these insights and applying strategies like AI-driven social media campaigns, referral programs, and community-building efforts, outdoor brand and destination marketers can create more impactful and personalized marketing efforts. In this blog, we’ll explore how to engage each audience effectively while highlighting the similarities that unite them, ultimately helping you foster deeper connections and drive long-term loyalty.
Understanding Participant Mindsets and Customer Lenses
Our research study unveiled four distinct mindsets of outdoor participants:
Adventurous participants who embrace challenge with passion.
Practical participants who are methodical and budget-friendly.
Aspiring participants who seek tranquility amid life’s chaos.
Conventional participants who prefer familiarity and fear the unknown.
Watauga also applied three separate customer lenses named “Seekers”, “Doers,”, and “Lovers” to closely analyze the research data:
Seekers are individuals who have not participated in outdoor activities but express interest in doing so.
Doers are those who enjoy the outdoors and are casual participants in one or more outdoor activity.
Lovers are avid enthusiasts and participants in at least one outdoor activity.
Seekers: Turning Interest into Action
AI-generated content may be incorrect.Seekers represent a valuable opportunity for outdoor brands — they are individuals who have not yet participated in outdoor recreation but express a strong desire to do so. Making up 31% of surveyed respondents, Seekers are highly influenced by social media, friend recommendations, and positive feedback from others. Nearly 2 in 3 Seekers, particularly those with the Adventurous mindset, hear about outdoor recreation from close friends. They actively search for beginner-friendly content, look for validation from reviews, and are drawn to diverse representations of outdoor experiences. Over half of Seekers share that hearing positive feedback or stories about an outdoor recreation activity makes them Definitely or Probably want to try it.
To convert Seekers into participants, brands should leverage user-generated content on social media and websites, showcasing real stories and experiences that make outdoor recreation feel accessible. Encouraging current customers to leave reviews and ratings or share stories on social platforms serves as social “proof” and can influence Seekers when they are trying to decide to start a new activity. Additionally, AI-driven social media campaigns, such as Meta Advantage, can help optimize targeting and messaging, ensuring Seekers receive tailored content that aligns with their interests. By removing barriers to entry and fostering a sense of connection, brands can successfully turn Seekers into lifelong outdoor enthusiasts.
Doers: Engagement Through Nostalgia
Doers make up 37% of surveyed respondents and represent casual outdoor participants — people who have engaged in outdoor recreation at some point but do so infrequently. Unlike Seekers, Doers already have experience with outdoor activities, often rooted in childhood memories, family traditions, or one-time adventures. Their participation is driven by sentimentality and the emotional connections tied to past experiences. To keep Doers engaged and encourage more frequency participation, outdoor brands should focus on nostalgia, storytelling, and community-driven campaigns.
One of the most effective ways to engage Doers is by tapping into their sentimental connection to the outdoors. Since nearly 89% of Doers had their first outdoor recreation experiences during childhood, brands should develop marketing messages that highlight the joy of reliving first-time experiences. Brands like Berghaus have tapped into this sentiment by reissuing vintage designs from the 1980s and 1990s, appealing to consumers’ fond memories of past outdoor experiences. This strategy not only rekindles interest among Doers but also emphasizes the brand’s heritage and long-standing role in outdoor recreation. By highlighting classic products and evoking cherished memories, brands can inspire Doers to reconnect with activities they once enjoyed. Marketing campaigns that encourage users to share stories, photos and videos of their most memorable outdoor moments can also help rekindle their enthusiasm. Brands can emphasize their heritage and long-standing role in outdoor recreation in their marketing, reinforcing the idea that they have been part of these cherished moments for generations.
To further drive engagement, brands should create loyalty programs and seasonal promotions that give Doers a reason to return to the activities they once loved. Whether through limited-time offers, event-based activations, or exclusive experiences, these initiatives can provide the gentle nudge needed to turn occasional participation into a more regular habit. By leveraging nostalgia, emotional storytelling, and brand legacy, outdoor companies can successfully reconnect with Doers and inspire them to reignite their passion for adventure.
Lovers: Cultivating Lifelong Outdoor Enthusiasts
Lovers are the most engaged and passionate participants in outdoor recreation. Unlike Seekers who are new to the experience or Doers who participate occasionally, Lovers fully immerse themselves in outdoor activities, making them high-value, long-term customers. They thrive on shared experiences, eagerly embrace recommendations from friends, and often influence others to join them. To tap into this audience, outdoor brands should focus on community-building, friend-powered referrals, and exclusive engagement opportunities. Ski brand, Halfdays has expanded its focus beyond seasonal products by opening a year-round physical store in Denver, Colorado. This move not only caters to the needs of passionate outdoor enthusiasts but also provides a space for the community to gather, share stories, and plan future adventures. They also host regular “mountain meetups”, store pop-ups, and other exclusive events that strengthen their relationship with their customers and empower them to act as brand ambassadors.
Another effective way to expand your customer base of Lovers is by tapping into their desire for shared experiences using marketing programs that acknowledge and reward them for referring friends and family. Brands can also foster digital and real-world communities by creating online forums, ambassador programs or social groups where Lovers can share tips, experiences, and recommendation. Marketing messaging should emphasize camaraderie, bonding moments, and fulfillment that comes from outdoor activities with close friends. Since more than 81% of Lovers prefer outdoor recreation with a companion, brands that position themselves as facilitators of share experiences will strengthen customer loyalty and advocacy. By recognizing Lovers as brand champions and equipping them with tools to spread their enthusiasm, outdoor companies can fuel ongoing engagement and long-term growth.
Common Ground: How Seekers, Doers and Lovers are Similar
While Seekers, Doers, and Lovers have distinct motivations and engagement levels, they share fundamental drivers that influence their participation in outdoor recreation. Social connections, emotional experiences, and digital discovery shape their outdoor behaviors, making it essential for brands to craft marketing strategies that resonate across all three segments. By understanding these shared influences, outdoor brands can create campaigns that appeal to broad audiences while still addressing individual needs.
- The Power of Social Influence — Across all three groups, friend recommendations and social validation play a major role in motivating participation. Campaigns that highlight community, shared adventures, and peer influence will appeal to all three audiences.
- Emotional Connections Drive Engagement— Seekers, Doers, and Lovers are all influenced by the emotional impact of outdoor recreation. For brands, this means storytelling is key. Marketing messages should tap into emotions associated with outdoor experiences, whether it’s the thrill of adventures, the warmth of nostalgia, or the deep connections formed in nature. Showcasing real stories, testimonials, and first-hand experiences will help create meaningful engagement across all three groups.
- Digital Discovery Shapes Decisions—All three segments rely on social media and online content to explore outdoor recreation opportunities. Brands should ensure they have a strong digital presence with user-generated content, influencer partnerships, and AI-driven social media campaigns that optimize engagement. Providing authentic, visually appealing, and informative content will help attract all three audiences
Marketing Strategies to Inspire Adventure
By understanding the unique motivations of Seekers, Doers, and Lovers — and the common threads that unite them — outdoor brands can create more effective, targeted marketing strategies that drive engagement and long-term customer loyalty. Whether it’s leveraging user-generated content to inspire Seekers, using nostalgia-driven campaigns to re-engage Doers, or fostering community and referral programs to strengthen relationships with Lovers, brands that align their messaging with these insights will see greater success in attracting and retaining outdoor enthusiasts. The key lies in harnessing the power of social influence, emotional storytelling, and digital discovery to create authentic, compelling experiences that resonate across all three groups. By applying these insights, outdoor marketers can elevate their brand presences, build meaningful customer connections, and ultimately, grow the outdoor community for years to come.
