In 2025, outdoor brands face an exciting future. There are many opportunities — not just in terms of advancing technology and marketing strategies, but also in outdoor recreation participation. More and more people are engaging in outdoor activities, driving interest and revenue potential for those in this space.
According to the Outdoor Industry Association (OIA), outdoor participation in the United States grew by 3% in 2024, reaching a record 18.1 million participants. That means that nearly 60% of Americans aged six and older are active and enjoy the outdoors.
That leaves outdoor brands with a massive target market, allowing well-known and emerging niche outdoor companies to enter and thrive. For example, data shows a surge in experience-driven seniors, presenting unique opportunities for those targeting this audience.
Leveraging this type of data is one strategy to help you develop more personalized campaigns. However, there are several tactics to consider when aiming to engage outdoor enthusiasts.
Whether you’re focused on RVers, hunters, or those beginning to show interest in the outdoors (what Watauga calls “Seekers”), now is a great time to be a strategic outdoor brand.
In our latest series, we’re focusing on marketing strategies and best practices for outdoor brands. This first post uncovers engagement strategies. Let’s jump in.
Want to Engage Outdoor Enthusiasts? Know Your Audience
To effectively engage outdoor enthusiasts, you need to know who you’re speaking to. Only then can you truly connect with that intended audience, tailoring strategies to their interests and motivations. You can then focus on the best digital platforms for your ongoing campaigns, seasonal strategies, and community building.
On that note, we’ll begin with step one — understanding the audience you’re seeking to engage.
Understand Your Audience Segments
Watauga is an expert in the outdoor industry that conducts its own original consumer research. Having access to proprietary insights helps develop and drive the marketing strategies that lead to high-converting campaigns.
This approach led to the identification of three distinct types of outdoor enthusiasts: Seekers, Doers, and Lovers — each with unique motivations and media consumption patterns.
- Seekers are those who express interest in outdoor activities but have not yet participated in them. They often respond to beginner-friendly experiences that are accessible and tied to personal well-being. Seasonal triggers often motivate action among this group.
- Doers enjoy the outdoors and participate in one or more activities. This group values convenience, work-life balance, and flexible engagement options. Personalized campaigns tend to work well, as do retargeting strategies.
- Lovers are avid outdoor enthusiasts. Some focus on one activity, such as skiing or surfing, while others take a broader approach to outdoor adventure. They tend to be on top of the latest gear, trends, and experiences. Their passion and excitement for the outdoors can translate into strong brand loyalty, turning them into advocates on social media and within outdoor communities.
Learn how to connect with these audience segments with this guide: Growing Outdoor Brands Through Community & Connection
Outdoor Enthusiast Engagement Strategies for All Segments
Customers want to connect with authentic brands, and that begins with storytelling. Whether you host real-world or online events, share internal stories, or collaborate with influencers, authenticity matters.
Outdoor Marketing and Storytelling Strategies
Outdoor enthusiasts seek experiences over products, which is where the following strategies come into play. Use the following strategies, then adjust them based on the segment you’re targeting.
- High-quality visuals: The outdoor industry is highly visual. Get creative in how you use the breathtaking landscapes that resonate with your brand, showcasing products or experiences in action.
- Authenticity: Outdoors enthusiasts value honesty and share a genuine passion for adventure and nature. Share stories that align with their values rather than prioritizing polished, product-first marketing campaigns.
- AI technology (AR and VR): Technological innovation enables more immersive storytelling than ever before. You can share hyper-personalized experiences and guided tours, leverage VR to simulate outdoor activities, and then use AI for performance analysis.
- Educational content: Become an authoritative brand and industry leader. Provide valuable information — share gear reviews, create how-to guides, and publish tips tailored to your audience.
- User-generated content: Encourage your community to share their adventures. Create a branded hashtag to launch an online movement. You can also feature real customers using your products to provide social proof and build a stronger sense of community. Also, start exploring the possibilities behind micro-influencers and brand ambassadors.
Additional Tips: Experiment and Refine
While motivations differ among Seekers, Doers, and Lovers, all share a common interest in relaxation and health benefits. Anchor messaging around shared themes and then fine-tune based on the segment and platform you’re launching the campaign on. For example, many outdoor brands highlight sustainability and social impact in their brand stories, as seen in those marketing sustainable tourism.
Once you nail your messaging and become more comfortable with storytelling tactics, start to experiment with seasonal or behavioral triggers. For Lovers, limited-time portions and peak-season experiences often encourage higher conversion rates. In contrast, Seekers are most likely to act during health-related peaks — think summer fitness trends or New Year’s resolutions.
Regardless of who you’re targeting and what you offer, optimizing the conversion funnel will help you drive engagement. Take a well-rounded, holistic approach, refining your strategy based on the latest trends, technology, and internal changes.
