Identify Your Current Consumer

This survey can help you understand who is currently buying your products or shopping in your store today, what segment they are and how you can better meet their needs.

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The

Achiever

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The

Outdoor Native

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The

Urban Athlete

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The

Aspirational Core

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The

Athleisurist

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The

Sideliner

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The

Complacent

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Thinking about the following reasons for getting outside, how much does each reason motivate you?

Motivates me very much to get outside

Does not motivate me to get outside

To enhance the intensity level of an activity(eg., add obstacles)
For physical exercise
To compete with others
To improve my overall physical health
To have fun
How much do each of the following factors hinder your participation in outdoor activities?

Strongly hinders my participation

Does not hinder my participation at all

The cost of participating in certain activities
My energy level
My level of physical comfort
Outdoor places are too far from where I live
My level of physical fitness
I am intimidated to start or join certain activities
I don't have the information I need to get started
I don't like to get dirty
I was never taught how to do outdoor activities
Please indicate your level of agreement with each of the following statements.

Strongly agree

Strongly disagree

Getting outside is something I feel I need to do
Getting outside is something I want to do
I participate in outdoor activities at a level that some people might consider extreme
I regularly sign up for races or fitness related events
I am interested in trying new outdoor activities
I will never participate in outdoor activities at an extreme level
Again, please indicate your level of agreement with each of the following statements.

Strongly agree

Strongly disagree

I have significantly lessened my participation in outdoor endeavors over time
I used to be much more active than I am today
For outdoor activities, I prefer to go with a guide or instructor
I think the outdoors are a place where you're meant to disconnect from technology and the digital world
Technology is an important part of enhancing my outdoor experience
I believe it is very important that this nation conserves its natural resources
Again, please indicate your level of agreement with each of the following statements.

Strongly agree

Strongly disagree

I like to be seen wearing brands associated with the outdoors
I am constantly on the lookout for new gear or clothes that would enhance my outdoor experience
I am far more concerned about function rather than style when shopping for the outdoors
I am far more concerned with style rather than function when shopping for the outdoors
I am very knowledgable on the outdoor gear or equipment that is available to rent
Again, please indicate your level of agreement with each of the following statements.

Strongly agree

Strongly disagree

The outdoor activities I participate in require highly technical gear
Most brands in the outdoor industry do not speak to me
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The Achiever

Who They Are

The outdoors is an integral part of The Achiever’s life. Their outdoor pursuits tend to be more extreme than the norm, and are driven by performance and competition. When it comes to outdoor gear, The Achiever wants the best products and is willing to invest in highly technical and performance-improving gear.

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The Outdoor Native

Who They Are

Getting outside has been key to The Outdoor Native’s lifestyle for some time and will continue to be into the future. For them, going outdoors is as much for the mental benefits as the physical ones – motivated by enjoyment and the experience. When it comes to outdoor gear, The Outdoor Native look for versatile, affordable and functional gear from brands that they identify with. They appreciate brands that are environmentally conscious and have sustainable business practices.

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The Urban Athlete

Who They Are

For The Urban Athlete getting outside isn’t driven by an inherent love of the outdoors, but rather to do activities they enjoy. Close-to-home and socially focused activities, like team sports, are their preference. When it comes to outdoor gear, The Urban Athlete looks for stylish, technical, performance options and is willing to invest in products that will enhance their performance and competitive edge.

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The Aspirational Core

Who They Are

The Aspirational Core turns to the outdoors for the trill of adventure. They are driven by adrenaline and improving their personal performance in a select few activities. When it comes to outdoor gear, The Aspirational Core likes to be seen in brands associated with the outdoors. They prefer activity-specific options and values style over functional.

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The Athleisurist

Who They Are

The Athleisurist enjoys the softer side of the outdoors. They find their center in the outdoors and prefer activities that are more leisurely than intense. For them, being outside is truly about enjoyment and a means of escaping from the daily stresses of life. When it comes to outdoor gear, The Athleisurist looks for sensible basics that are good enough to get the job done. They value versatility, comfort and durability in the products you choose.

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The Sideliner

Who They Are

The Sideliner likes to get outside to enjoy the sunshine and fresh air of the outdoors. There was a time when they were more active outside but limitations in life have inhibited their ability to get out more. Nonetheless, they love the time they do have outside enjoying more low key, leisure-oriented activities. When it comes to outdoor gear, The Sideliner looks for functional and versatile products at an affordable price point.

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The Complacent

Who They Are

The Complacent isn’t looking to be the person hanging off the slide of a cliff. In fact, they are perfectly content doing the activities they do outside. They favor low-key outdoor activities that are close-to-home and are often motivated to get outdoors to spend time with their family. When it comes to outdoor gear, The Complacent looks for comfortable and affordable products to meet their outdoor needs.

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