The COVID-19 pandemic may be over, but its effects are still being felt on the 2024 outdoor recreation market… positive growth effects, that is!

For almost a decade, the outdoor recreation market has seen continuous growth. However, its value swelled significantly in the last few years, sparked initially by the pandemic which forced participants to seek alternatives to their indoor activities.

According to research from the Outdoor Industry Association, more than 14.5 million new participants were added in 2022 alone. That means that more than half of the U.S. population participates in outdoor recreation in a given year.

In addition to the general growth, the industry has seen increased participation in three distinct categories — the youngest generation known as Generation Alpha (ages 1-12), older Americans (55+), and people of color.

Just as the participants are growing ever more diverse, so too are their activities. No longer are people simply stepping outside to run, fish, bike, and camp; now they are snowshoeing, overlanding, and climbing their way to new adventures in the great outdoors. Indeed, the more people “get outside,” the faster this market grows – and boy does it have a lot happening.

Greater participation in outdoor recreation has had a noticeable trickle-down effect, adding up to growth in multiple markets including outdoor gear, new vehicles, and automotive aftermarket purchases, not to mention an increased focus on providing more dedicated space and resources to experience these vast recreational options.

Growth in Outdoor Activities = Growth of Opportunities

As the number of participants in the outdoor recreation market continues to climb, so do programs for 2024 to support and encourage all types of outdoor activities. This includes government departments dedicated to outdoor recreation, as well as community-based organizations like youth running clubs in urban areas.

Such programs help kids, the demographic whose frequency of participation is declining, learn about running for exercise. They also learn how to enjoy the sport in a safe and social way. These programs are not only educational, but also have little to no cost associated with the activity, engaging participants regardless of socioeconomic status.

Across the country, growth of local, state, and national departments of recreation have created a wealth of information for new and seasoned outdoor enthusiasts.

These programs and bureaus highlight what activities are available in particular regions and provide educational resources for new participants. Creating new trails, highlighting educational programs, and adding new courts and fields for growing sports like pickleball and frisbee golf are just a few of the ways the government is promoting outdoor activity.

Online booking platforms like Recreation.gov make it easy to find, compare, and reserve campsites.

One area of continued interest has been powersports. This category, which includes off-road riding – often on public land – has continued to grow since its participation spike in 2020. As a result, newcomers to the sport can just as easily find information on local trails and policies, as they can find information about top vehicles and gear.

The best way to learn about local updates is to check city, county, and state websites for information on outdoor recreation opportunities. These websites highlight places to explore, ways to engage (hiking trails, outdoor activities for kids, recreational maps), and resources to help people plan, pack for, and make the most outdoor adventures.

Increased Opportunities Leads to Continued Demand for Gear

As the opportunities for outdoor activities grow and diversify, the demand for gear grows with it.

Consumer demand for ATVs, UTVs, and SXSs stayed high over the past three years – even as manufacturers like Polaris and BRP saw an overall leveling out of the supply chain. Even amid lower overall volume, Polaris still reported a continued increase in sales for off-roading vehicles over its inventory of on-road options.

Vehicle add-ons designed for outdoor recreation are also growing in popularity, and they’re coming from both ends of the market.

If a customer walks into any OEM showroom, from Ford to Subaru, they will find an entire catalog of easy-to-add aftermarket items helping them prepare for their next adventure. The same is true for most auto parts stores and certainly online retailers. From ski racks to roof top tents and every hitch-mounted add-on in between, the market is full of ways to easily add a feature or carry your gear for your preferred method of exploring the outdoors.

Snowshoeing One of Several Activities on the Rise

It may be a surprise that snowshoeing has seen a massive growth in popularity compared to other outdoor activities. However, this trend is synonymous with another winter-related shift among outdoor adventurers. KOA, the well-established and widespread campground system in America, noted recent increased interest and participation in winter camping.

Of those surveyed by KOA for the 2023 November and December monthly reports, 69% of those planning to engage in winter camping said they would be doing so for the first time, and only 4 out of 10 planned to camp in an RV. When asked about their reasons for choosing the winter season they cited 3 benefits:

• Engaging in outdoor activity mid-winter to break up the season.
• A way to alleviate the mental stress of being inside.
• Challenging themselves to engage in more extreme activities.

Automotive Brands & 2024 Outdoor Recreation Market

Campgrounds, aftermarket retailers, and outdoor equipment manufacturers aren’t the only industries gearing up for the continued trend to engage in outside activity. While RVs and camper sales may be leveling out, the automotive industry as a whole is seeing a continued interest from drivers to make their outdoor adventurers easier to access.

Automakers are adding more vehicle trim options, as well as standard features, to make off-roading and soft-roading a plug and play option.

Subaru’s new Wilderness trim, Ford’s Timberline, Honda’s TrailSport, and Jeep’s Trailhawk all feature an array of off-road ready options. Among other features, these trim designs include undercarriage protection, higher ground clearance, various trail modes, and standard all-terrain tires.

Even companies like Mazda are highlighting more soft-roading features in their more luxury-minded rides, like all-weather built-in liners for interior protection and standard convertible roof rails to store gear for those day-trips to the mountains, beach, or desert.

Regardless of automaker, one can find a trim, feature, or aftermarket option to make driving and hauling gear to the next outdoor adventure that much easier.

Takeaway Trend

While the Outdoor Industry Association’s Trend Report shows that the number of times an individual engages in outdoor activity may be decreasing — due in no small part to a return to pre-pandemic activity options — more people overall are still engaging in the outdoors and finding new and exciting ways to do so.

As long as there are people seeking ways to explore the world outside their homes, there will be new ways to gear up and transport explorers and their equipment to each adventure they choose. The possibilities are both endless and attainable.