Sometimes I get passionate and fiesty…. today is one of those days….. reader beware
Recently, Outside Magazine published an article titled “It’s Been a Turbulent Period for the Outdoor Industry. Here’s Why.” by Corey Buhay, unpacking the ripple effects of the pandemic, inflation, and the threat of tariffs on outdoor brands. While the article raises valid concerns and highlights real pain points across the industry, it misses a vital truth: this moment isn’t a death sentence for outdoor brands, it’s a wake-up call.
Yes, the past few years have been chaotic. Yes, the industry is navigating some gnarly whitewater. But instead of portraying it as the end of the trail, we should recognize this era for what it truly is: a hard reset, and a rare opportunity to innovate, evolve, and rethink how we serve the outdoor community.
Let’s talk about what the article got right, and what it missed.
The Correction Was Inevitable
The pandemic created a temporary gold rush for outdoor brands. Bikes, tents, hiking boots, skis - everything sold out. Brands struggled to keep up. And in response, many overcorrected, pouring resources into inflated inventory orders based on a once-in-a-generation surge in demand.
This isn’t a story unique to the outdoor world. It’s classic market behavior. A spike followed by a dip. This was predictable. Historically, post-boom corrections are part of any economic cycle. The 2008 housing crisis. The dot-com bubble. Even in the wake of World War II, industries went through massive rebalancing. This wasn’t some mystery. Brands could have looked at historical precedent and seen this coming.
So when shelves are now full and cash flow is tight, it’s not just because of inflation or tariffs. It’s because many companies failed to plan for the long-term. They failed to ask the hard questions: What happens when the boom ends? Are we making something people will still care about when they’re not stuck at home?
It’s Time to Make Better Product, Not Just More Product
The truth is, many brands got comfortable slapping logos on generic products and watching them fly off the shelves. But the post-pandemic consumer is different. They’re not just buying stuff anymore, they’re investing in experiences and quality. They’re asking: “What does this product do for me? Does it last? Does it solve a problem? Does it inspire me to get outside?”
We can’t keep feeding people junk with a patch on it. We can’t keep relying on heritage or hype. The future belongs to brands that innovate. Who are willing to take risks. Who develop new fabrics, reimagine performance, and actually make gear worth paying for, not just marking it up and marketing it louder.
This is the moment for the industry to step up, not shrink back. A downturn doesn’t mean we stop pushing boundaries. It means we have to push them. Real brands with real vision will rise. Everyone else? They were never built for the long haul anyway.
Innovation Isn’t Just Possible - It’s Necessary
Let’s not forget what makes the outdoor world so powerful in the first place. This is an industry built by innovators. People who looked at mountains, deserts, oceans, and figured out how to thrive in them. Who said, “Why not?” instead of “What if?”
We’ve got smart textiles, biometrics, heat mapping, regenerative materials, and AI-assisted design at our fingertips. Why aren’t we using them more? Why aren’t we developing gear that adapts to changing conditions, gear that lasts, that respects the planet and the athlete?
The answer isn’t to slow down. It’s to speed up the right things. We need better products. Smarter designs. Less noise, more signal.
The Outdoor Consumer is Still Here - They’re Just Smarter Now
The article paints a picture of a vanishing consumer, but let’s be real: people haven’t stopped going outside. In fact, participation in outdoor recreation is at an all-time high. They’re hiking, skiing, climbing, trail running, just doing it with more intention.
Consumers today are more informed. They’re not just brand loyal, they’re values loyal. They want transparency. They want performance. They want something that speaks to their identity as stewards of the land, not just buyers of gear.
And this? This is good news. Because it means the bar has been raised. It means there’s room at the top for the brands that are doing it right. For the ones who innovate, who care, who listen.
Crisis Creates Clarity
This isn’t a time for doom and gloom. It’s a time for focus.
The brands that thrive from here on out will be the ones that earn their place. Who stop chasing fast fashion trends and start engineering real performance. Who understand that the outdoor industry isn’t just about selling gear, it’s about enabling people to chase freedom, resilience, and connection.
This is a time to experiment. To fail fast, learn faster. To pivot, prototype, and invest in things that actually matter. To collaborate with athletes, scientists, and engineers. To be bold. To build something better.
Final Thoughts: Don’t Write the Eulogy - Write the Next Chapter
The Outside piece captured part of the picture, but it stopped short of seeing the full landscape. Yes, this is a hard time. Yes, there’s been turbulence. But that doesn’t mean we fold. That means we adapt. We iterate. We lead.
The brands that will define the next era of the outdoor industry aren’t the ones who hoarded product and blamed the economy. They’re the ones who use this moment as fuel. Who double down on why they started in the first place.
So let’s stop wringing our hands and start rolling up our sleeves. Let’s build something worthy of the mountains, rivers, and trails we love.
The future of the outdoor industry isn’t doomed.