Type: OIA Press Room

New report offers key finance and business operations benchmarks that enable brands to make more informed decisions that drive growth and profitability

BOULDER, CO (July 30, 2024) – A member-led collective and the outdoor industry’s catalyst for meaningful change, Outdoor Industry Association (OIA) today released its 2024 Outdoor Brand Benchmarking Report, presenting a detailed, straightforward analysis of the financial and operating characteristics of outdoor manufacturers for fiscal year 2023. The results show that the typical firm generated sales of $9,786,731 and a pre-tax profit of 11.9%. Sales for the typical high-profit firm were $6,768,674 with a profit of 18.5%.

As the sole and trusted source for benchmarks in the outdoor industry, OIA’s 2024 Outdoor Brand Benchmarking Report focuses on key business fundamentals, including:

• Financial Performance: Key financial ratios and detailed indicators across Profit and Loss and Balance Sheet statements, such as revenue growth, profit margins, and inventory turnover.
• Business Operations: Benchmarks focus on metrics such as SKU count, sales channel mix, marketing mix and ROI, sourcing mix, number of employees, and sales per employee.
• Actionable Best Practices: Tailored strategies cover revenue and gross margin optimization, asset management, and payroll control.
• Targeted Insights: Groupings by company size and product line help pinpoint opportunities within specific industry segments and compared to top performers.

“As the outdoor market continues to evolve at a rapid rate, it’s essential to know where your business stands versus the competition,” said Kent Ebersole, President of OIA. “The 2024 Outdoor Brand Benchmarking Report provides decision-makers access to data across all major business functions so that they can be equipped with the strategic intelligence needed to drive growth, efficiency, and profitability. It’s with this level of deep market understanding that industry-leading brands are created, and OIA is here to help our members get there.”

The benchmarking data was anonymously compiled from 46 outdoor industry brands across a range of company sizes and product categories.

For over thirty years, OIA has helped its members better understand the markets and people they serve by providing industry-leading research and expert perspectives on participation trends, market forces, and consumer insights. This new Benchmarking Report expands the value of OIA membership and enables outdoor brands to access data worth thousands, unavailable anywhere else.

The full report is now available to study participants and OIA Leadership Members (Manufacturer, Supplier, Distributor, Retailer, Sales Rep categories). OIA Support and Support+ Members have access to the 8-page Executive Summary. OIA has also released key insights of the report to the public to foster overall industry growth. To access the key insights and to learn more about OIA membership, please visit the OIA website.

 

About Outdoor Industry Association

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is a catalyst for meaningful change. A member-based collective, OIA is a passionate group of business leaders, climate experts, policy makers and outdoor enthusiasts committed to sustainable economic growth and climate positivity while protecting – and growing access to – the benefits of the outdoors for everyone. For more than 30 years, OIA has catalyzed a thriving outdoor industry by supporting the success of every member company across four critically aligned areas: market research, sustainability, government affairs, and inclusive participation. OIA delivers success for its members through education, events, and business services in the form of solutions and strategies, consultation, collaboration, and opportunities for collective action. For more information, visit outdoorindustry.org

Bold Action, Education, Collaboration and Leadership Bring Progress to Reducing and Removing Greenhouse Gas Emissions 

BOULDER, COLO [DRAFT – July 25, 2024] – Today, Outdoor Industry Association’s (OIA) Climate Action Corps proudly released data from its 2023 Annual Impact Report, summarizing the group’s progress in protecting the outdoor experience upon which we all depend. A member-led collective of outdoor brands, specialty retailers, and suppliers both big and small, the 2023 Climate Action Corps consisted of 75 businesses working towards a shared goal of taking bold, collective action against climate change by reducing and removing greenhouse gas emissions across the outdoor industry, carving a new bold path for others to follow.

When members join OIA’s Climate Action Corps, they commit to participating in an annual progress report to transparently report on sustainability progress and be held accountable for climate goals. The 2023 Annual Impact Report showcases the collective progress of the Climate Action Corps which continues to make significant and crucial progress on measuring, setting targets, reducing emissions, and advocating for bold policy action in Congress. Progress reports for individual companies are also made available for increased transparency and accountability. 

“The impacts of the climate crisis we observed throughout 2023 underscore the urgent need for ambitious climate action and adaptation measures at local, national, and global levels to mitigate future risks and build resilience to a changing climate,” said Julie Brown, Director of Sustainability at OIA. “Through industry-leading programs and pre-competitive collaboration, we’re helping our members learn quickly to apply realistic and proven solutions to reduce greenhouse gases, innovate and adopt safer chemicals, and lead the charge for a more sustainable future.” 

Now in its fourth year of reporting, notable highlights from the 2023 Climate Action Corps Annual Impact Report include:
 

• 94% of Corps members have measured their operational greenhouse gas emissions (measured, estimated, or in progress for scope 1 & 2 emissions) 
• 89% are measuring their value chain emissions (measured, estimated, or in progress for scope 3 emissions)

• 70% have set Scope 1 and 2 targets and 59% have set targets for Scope 3 (set or in progress).

• 19 Corps members are engaged in 6 Impact CoLabs to help accelerate emissions reductions
• In addition, the Clean Chemistry and Materials Coalition (CCMC) was created to address the growing need for safer chemistry education and legislation guidance

“Amidst the mounting climate and market challenges, the dedication and commitment demonstrated
by our members engaged in driving positive change within the outdoor industry has been commendable,” Brown said. “Not only have OIA members sustained their efforts to reduce emissions, but they have also embraced a new sustainability challenge ingrained in our industry – addressing the need for safer chemistry with the launch of the Clean Chemistry and Materials Coalition in summer 2023.”  

“I’d recommend the Climate Action Corps and Clean Chemistry and Materials Coalition to any brand looking to advance their climate and responsible chemistry efforts,” said Greg Gausewitz, Senior Manager of Product Sustainability at REI. “OIA is a go-to partner for REI in our sustainability work. They do a great job of bringing together leading brands and sustainability experts, as well as providing a welcoming and inclusive environment for newer and smaller brands looking to make progress in their sustainability work.”   

In addition to the CCMC, OIA’s Impact CoLabs programs continued to expand in 2023, as 19 members collaborated pre-competitively on six different projects to reduce shared emissions in the supply chain. CoLabs help many OIA members meet their sustainability goals in less time and with less cost by working together, focusing on topics such as renewable energy, reduction target setting, electrification, low impact materials, and more.   

“OIA’s Climate Action Corps convenes a fantastic cohort of outdoor industry sustainability professionals, facilitating meaningful conversations and CoLabs. At Columbia Sportswear, we are particularly excited about and pleased with our participation in the Virtual Power Purchase Agreement CoLab, which could play a pivotal role in our scope 1 & 2 emissions reduction strategy,” said Guru Larson, Director of Sustainability at Columbia Sportswear.  

The Impact Report also reveals that 2023 was a watershed year for climate policy with numerous landmark policies enacted across the globe. In 2023, Climate Action Corps members continued to advocate for sustainable change by supporting the establishment of the American Climate Corps and advocating for state level climate and sustainability policies while defending investments in climate and sustainability in the Inflation Reduction Act. 

“Working together we’ve made solid progress in our mission to reduce the outdoor industry’s collective emissions by 50% by 2030, but we still have a lot to accomplish to achieve our goal of net-zero by 2050,” added Brown. 

 Access the full 2023 Annual Impact Report, along with individual companies’ progress reports, on the OIA website. 

  

About the Outdoor Industry Association 

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is a catalyst for meaningful change. A member-based collective, OIA is a passionate group of business leaders, climate experts, policy makers and outdoor enthusiasts committed to sustainable economic growth and climate positivity while protecting – and growing access to – the benefits of the outdoors for everyone. For more than 30 years, OIA has catalyzed a thriving outdoor industry by supporting the success of every member company across four critically aligned areas: market research, sustainability, government affairs, and inclusive participation. OIA delivers success for its members through education, events, and business services in the form of solutions and strategies, consultation, collaboration, and opportunities for collective action. For more information, visit outdoorindustry.org 

BOULDER, Colorado (June 28, 2024) – Outdoor Industry Association (OIA), a member-led collective and the outdoor industry’s catalyst for meaningful change, and Outdoor Retailer, the largest U.S. business events and community gathering for the outdoor industry, today announced the two organizations have mutually agreed to conclude their exclusive partnership. Through the 2024 Outdoor Retailer Winter show this November 6-8, 2024, OIA members will continue to receive a 10% discount on booth rates for exhibiting.

“OIA and Outdoor Retailer have enjoyed a longstanding partnership marked by industry-leading education, networking, and community experiences. We appreciate the valuable opportunities that Outdoor Retailer has long provided, and continues to provide, to the outdoor industry and our membership,” said Kent Ebersole, President of OIA. “This next chapter enables our organizations to work to unify our industry, foster growth, and deepen community engagement.”

“Outdoor Retailer is proud to have worked closely with OIA throughout our decades-long partnership and of the collaborative ways we cultivated growth across the outdoor industry,” said Sean Smith, Outdoor Retailer show director. “As we move forward, we will continue to work with industry organizations like OIA and others to provide valuable education and community advocacy at our shows and commit resources that ensure the industry makes progress and thrives. We’re dedicated to serving the evolving market and giving the outdoor community the most robust national stage to gather, learn, and build relationships.”

Brands interested in OIA membership and booth discounts can contact the OIA team, and for more information on exhibiting, contact Outdoor Retailer.

 

About Outdoor Retailer

Outdoor Retailer, the leading U.S. business events for the outdoor and winter sports industry, brings together retailers, manufacturers, designers, distributors, industry advocates, journalists, and more to conduct the business of outdoor recreation through commerce, unique product experiences, dedicated media events, content, and web-based business solutions. Outdoor Retailer provides critical platforms for face-to-face commerce, product launches, networking, and focused industry education to enhance business and support the outdoor recreation economy. Visit outdoorretailer.com for more information.

 

About Outdoor Industry Association 

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is a catalyst for meaningful change. A member-based collective, OIA is a passionate group of business leaders, climate experts, policy makers and outdoor enthusiasts committed to sustainable economic growth and climate positivity while protecting – and growing access to – the benefits of the outdoors for everyone. For more than 30 years, OIA has catalyzed a thriving outdoor industry by supporting the success of every member company across four critically aligned areas: market research, sustainability, government affairs, and inclusive participation. OIA delivers success for its members through education, events, and business services in the form of solutions and strategies, consultation, collaboration, and opportunities for collective action. For more information, visit outdoorindustry.org.

 

Media Contacts

Outdoor Industry Association: Chris Denny / Denny, ink. / 435-655-1609 / chris@dennyink.com

Outdoor Retailer: Lisa Ramsperger / 949-426-0218 / lisa.ramsperger@outdoorretailer.com

 

2024 Outdoor Participation Trends Report reveals outdoor recreation grew to over 175 million participants with increasing numbers of women, people of color, and seniors

 

BOULDER, COLO [June 18^th, 2024] – Today, Outdoor Foundation (OF) and Outdoor Industry Association (OIA), the longtime authority on outdoor participation research and data, released findings from their 2024 Outdoor Participation Trends Report. The report provides members of the outdoor industry exclusive participation data and activity insights that will inform business strategies for the year ahead.

The 2024 Outdoor Participation Trends Report shows that the outdoor recreation participation base grew 4.1% in 2023, to a record of 175.8 million participants, a number that represents 57.3% of the United States population. The number of outdoor recreation participants increased across demographics and activities as new, more casual participants began hiking, biking, camping, running, and fishing.

Other key findings of the 2024 Outdoor Participation Trends Report include:

• In 2023, 22.2 million more Americans aged six and older participated in outdoor recreation than were participating in 2019.
• For the first time ever, more than half of American women participated in outdoor recreation.
• Members of the LGBTQ+ community continued to be the most active adult cohort.
• The participant base became more ethnically and racially diverse in 2023, but not by much. 69.7% of participants are White, 10.3% are Black, 13.4% are Hispanic, 5.3% are Asian or Pacific Islander, and 1.4% identify as people with other ethnic/racial origins.
• The average number of outings per participant in 2023 fell 11.4% – from 70.5 outings per participant in 2022 to 62.5 outings per participant in 2023.
• In 2023, 7.7 million Americans tried one or more outdoor recreation activities for the first time.

“For any business that wants to succeed in today’s competitive marketplace, understanding the evolving consumer base and how they choose to spend their time outdoors is essential knowledge,” said Kent Ebersole, President of OIA. “The data in this report reveals invaluable insights so that our members can strategically grow their business and so that our industry can serve a broader audience of participants and make outdoor recreation even more accessible.”

For over 15 years, the Outdoor Participation Trends Report has served as the most trusted and comprehensive source of insights and narratives around who is doing what in the outdoors — as well as when and how. The Outdoor Foundation, the philanthropic arm of Outdoor Industry Association, funds the research that produces the annual Outdoor Participation Trends Report and publishes the findings in partnership with OIA every year.

“Our report highlights interesting shifts in who’s recreating in the outdoors. While we’re excited to see some increases in participation diversity, there is still more work to be done in order to keep pace with changes in the demographics of the U.S. population,” said Lesford Duncan, Executive Director of Outdoor Foundation. “The findings of this report is a clear call for our outdoor ecosystem, including outdoor industry and public sector efforts, to work together to increase participation by prioritizing representation and inclusion in design, marketing, programming, outreach, and advocacy.”

The 2024 report reflects data gathered during the 2023 calendar year. While the executive summary of the report is available to the public, the full report is available exclusively to OIA members and Outdoor Foundation partners.

 

About Outdoor Foundation 

The Outdoor Foundation, the philanthropic arm of the Outdoor Industry Association, is a national 501(C)(3) nonprofit organization dedicated to getting people outside for their health, the health of communities, and the health of the outdoor industry. Through community investment and groundbreaking research, the Outdoor Foundation works with partners across the country to address equity barriers and help make the outdoors accessible for all. Visit outdoorfoundation.org for more information.

 

About Outdoor Industry Association

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is a catalyst for meaningful change. A member-based collective, OIA is a passionate group of business leaders, climate experts, policy makers and outdoor enthusiasts committed to sustainable economic growth and climate positivity while protecting – and growing access to – the benefits of the outdoors for everyone. For more than 30 years, OIA has catalyzed a thriving outdoor industry by supporting the success of every member company across four critically aligned areas: market research, sustainability, government affairs, and inclusive participation. OIA delivers success for its members through education, events, and business services in the form of solutions and strategies, consultation, collaboration, and opportunities for collective action. For more information, visit outdoorindustry.org

BOULDER, CO (May 23^rd, 2024) – The Outdoor Foundation, the philanthropic arm of Outdoor Industry Association, eagerly released its annual report today showcasing 2023 impact data and highlights from its national Thrive Outside Initiative and previewing participation research from the Outdoor Participation Trends Report.

Since the launch of the Thrive Outside Initiative in 2019, the Outdoor Foundation has helped to connect tens of thousands of youths and their families to the joy, wonder, and myriad benefits of the outdoors. In 2023, Thrive Outside Communities engaged over 95,000 participants through transformative experiences in the outdoors, diversifying outdoor participation through innovative, cross-sector partnerships and youth outdoor programming.

In 2023, the Outdoor Foundation continued its grantmaking to support multi-year investments in regional collective impact approaches across the country to connect children, youth, and families to the outdoors. Thrive Outside has helped build capacity of large and diverse coalitions (including nonprofit, school, health, social service, government, and philanthropic partners) with a shared vision to provide positive, healing, and equitable experiences for communities in the outdoors.

“We are thrilled to announce the publication of the Outdoor Foundation’s 2023 Annual Report. The report underscores the tremendous impact of our Thrive Outside Initiative, showcasing how our grantees’ collective efforts are transforming communities nationwide,” said Lesford Duncan, Executive Director of Outdoor Foundation.

Annual highlights from the national initiative include a series of new collaborative program models in Oklahoma City, San Diego, and Washington, D.C. where partnerships have been created between mental health providers (children’s hospitals, county mental health, and social service agencies) and outdoor nonprofit organizations to provide effective outdoor healing programs for youth struggling with mental and behavioral health issues.

Additionally, in areas like Detroit, Grand Rapids, St. Louis and the state of Maine, the Outdoor Foundation has supported the development of new outdoor gear programs and libraries so community members and organizations can access the necessary equipment and training needed to lead outdoor activities safely and effectively regardless of their resources.

On a broader scale, in 2023 the Foundation’s Thrive Outside networks have been at the forefront of the development and implementation of millions of dollars of new resources for outdoor programming.

From local community funds to statewide outdoor equity funds, each of these programs is centered around increasing equitable access to outdoor recreation and engaging underrepresented and historically excluded communities.

“Through strategic community investments and groundbreaking research, the Outdoor Foundation is breaking down barriers to outdoor access and increasing diverse participation in communities like never before,” said Duncan. “We are continually inspired by the countless stories of empowerment and connection that have emerged from our Thrive Outside Communities.”

To that end, participants served through the Foundation’s Thrive Outside Initiative in 2023 were approximately 70% Black, Indigenous, and people of color (BIPOC), and its collective impact approach continues to drive community-led systems change that reduces barriers for those most marginalized.

Looking at the work ahead, the Outdoor Foundation continues to listen deeply to both the successes and needs of its Thrive Outside Communities, positioning the Foundation to respond nimbly and responsively. As the organization thinks strategically about expanding to new Thrive Outside regions, it continues to seek and adapt financial and technical resources to meet the gaps.

“We extend our heartfelt gratitude to our partners, donors, and dedicated team for their unwavering support. Together, we are blazing new trails and shaping a brighter future for outdoor recreation and environmental stewardship,” concluded Duncan.

The Outdoor Foundation’s work would not be possible without its partnership with Outdoor Industry Association and the generous support of its Leadership Partners; Amazon, Capitol One, Carhartt, L.L. Bean, Patagonia, REI, Thule, VF Corporation, Winnebago Industries, Wolverine Worldwide and countless others.

About Outdoor Foundation 

The Outdoor Foundation, the philanthropic arm of the Outdoor Industry Association, is a national 501(C)(3) nonprofit organization dedicated to getting people outside for their health, the health of communities, and the health of the outdoor industry. Through community investment and groundbreaking research, the Outdoor Foundation works with partners across the country to address equity barriers and help make the outdoors accessible for all. Visit outdoorfoundation.org for more information.