In 2025, 183.2 million Americans engaged in outdoor activities, equivalent to about 60% of the US population aged six and older and nearly 30 million more participants than in 2019.
This is a record in terms of participation, certified by the 2026 Report on outdoor participation trends by the Outdoor Industry Association (OIA). However, behind this data lies a structural change that could have significant implications for brands, retailers, and distributors, both in North America and Europe.
The other side of growth
According to an analysis published on June 28, 2026 on Outdoor Industry Compass by Chris Goddard, the sector’s growth is slowing down: in 2025, the increase stopped at 1.1% on an annual basis, a sign that the market may be approaching saturation in its ability to attract new practitioners.
More than participation, today the real issue seems to be engagement. Although the number of people engaging in outdoor activities continues to rise, the frequency of practice shows signs of stagnation. The total number of annual outings remained stable at 11.8 billion, while the average outings per participant decreased to 65.2.
What makes the change even more evident is the decline of so-called core participants, the most involved users with higher spending capacity, decreased by 3.9 million in 2025. This phenomenon indicates a shift towards a broader but also more occasional consumer base.
For the sector, therefore, the challenge is no longer just attracting new users, but also retaining those who already engage in outdoor activities, increasing frequency, continuity, and engagement.
Purchasing behaviors
This change is also reflected in purchasing behaviors. On one hand, occasional consumers tend to invest less in expensive and specialized equipment. On the other hand, interest is growing in more flexible options such as rentals, second hand, and trade-ins. At the same time, versatile and hybrid products, designed for both sports activities and daily use, continue to attract a much broader customer base than just hardcore enthusiasts.
The trend also affects Europe. In a more mature outdoor market, the challenge seems to be not so much accelerating further growth, but expanding the sector’s relevance without losing the connection with core users. For brands and retailers, it becomes essential to interpret these behavioral changes and translate them into new product strategies, positioning, and distribution.
The role of climate change
External factors such as climate change and cultural transformations also contribute to influencing this scenario. While outdoor activities are becoming increasingly mainstream and attracting new audiences, including young people and women, on the other hand, climate volatility is significantly altering certain categories, especially winter sports, where cultural visibility does not always coincide with real growth in practice.
The evolution of digital habits also seems to play an important role. The increase in screen time is indicated as one of the factors affecting the reduction in outdoor practice frequency, contributing to redefining the relationship between leisure time, sports, and well-being.
According to OIA estimates, a 10% increase in participation frequency could generate about 30% more economic activity for the entire sector.
For an industry that has focused mainly on expanding the user base in the last decade, the next growth phase may depend less on acquiring new practitioners and more on the ability to transform millions of occasional users into regular and loyal consumers.
