Fewer people are answering the call of the wild.
What’s happening: The OIA reported American outdoor recreation grew 4.1%, reaching a record 175M participants in 2023.
Led by hiking, fishing, and running, the number of those partaking for the first time continues to grow, with 40% of all participants starting an activity after 2020.
Act casual. Raising concerns, first-timers aren’t converting to long-term recreationalists.
- The average number of outings per year fell 11.4% YoY, from 70.5 to 62.5.
- Core recreators (very frequent participants) fell from 99.4M in ’19 to 88.4M last year.
- The core cohort comprises <15% of all participants.
Expected to fall further, the lack of sustained participation coincides with a recent downturn in the outdoor retail sector.
Outside influence. Physical activity is declining, with the WHO suggesting a third of the world isn’t meeting recommended guidelines.
Affordable, accessible, and proven to amplify exercise while boosting mental health, regular outdoor recreation could help us reverse course.
Looking ahead: Pressured to preserve PTO and chronically stressed with the day-to-day, too many Americans are glued to desks — and missing out on much-needed adventure.
