Switchback at TRE, December 2-4, 2025 in San Antonio, TX
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In August of 2020, Oscar Camejo was diagnosed with type 2 diabetes and hospitalized.
“I had to get my life together,” says Camejo. “That’s when I started hiking, and that led to running. Eventually, I signed up for a 5K, and the rest is history.”
Five years after his diabetes diagnosis, Camejo is not only healthier and 80 pounds lighter, but he’s also an avid trail runner. He serves as an ambassador for the Atlanta chapter of Black Men Run, a nonprofit organization dedicated to promoting healthy lifestyles among members of the Black community.
Camejo’s story is just one example of how outdoor recreation is attracting a more diverse population.
The latest research from Outdoor Industry Association reveals notable increases in participation among People of Color, members of the LGBTQ+ community, and casual consumers seeking community and serenity rather than competition and an adrenaline rush.
To thrive amid these dramatic changes in participation, businesses must understand the needs and desires of people in these key consumer groups.
Fourteen years ago, Black participants comprised just 6.2% of the total participant base for outdoor recreation, according to OIA’s 2025 Outdoor Participation Trends Report. However, from 2023 to 2024, Black participation grew 12.8%, with 2.3 million more people exploring the outdoors.
One reason for the increase is the emergence of industry-wide initiatives and organizations connecting People of Color to outdoor recreation. The Outdoor Foundation’s Thrive Outside Initiative and the Running Industry Diversity Coalition (RIDC) are breaking down barriers and building lasting connections to the outdoors.
Founded in 2013, the nonprofit organization Black Men Run now has more than 50 chapters in 30 states. “Overall, the motto of Black Men Run is promoting a healthy brotherhood,” says Camejo, who is an ambassador for the organization’s trail running initiative TURF (Trail and Ultra Running Fanatics). “We promote health and wellness among black men specifically through running. We like to create safe spaces for fellowship and support.”
In Atlanta, Black Men Run not only hosts running events but also partners with community organizations to promote preventive health practices and address issues such as type 2 diabetes, hypertension, and obesity.
While Black Men Run helps people improve their health, it also enables them to feel more comfortable in the outdoors.
“Often, there is this fear of going into the outdoors alone,” says Camejo. “Unfortunately, in our country, some very tragic things have happened to black men, women, and children when it comes to being outdoors. They wonder if they’ll make it home safely. But races and social events have made the outdoors a more welcoming place.”
As participation has increased, brands have worked harder to engage people in the Black community. “Companies that specialize in gear are definitely looking for more exposure to the Black community,” says Camejo. They’re hosting events, meetups, and expos to showcase their products, says Camejo.
He says that companies must put in the work to really understand and support people in the Black community. “Go beyond the surface-level marketing,” says Camejo. “Authentic partnerships definitely matter. I would say invest in grassroots programs that directly impact the local communities.”
Today’s outdoor consumer base is not only more ethnically diverse but also includes a growing number of people from the LGBTQ+ community.
Today’s outdoor consumer base is not only more ethnically diverse but also includes a growing number of people from the LGBTQ+ community.
“People no longer had the restaurants, the bars. They were shut down, and getting outside was still something that you could do,” he says. “So that was a huge turning point for our community to get introduced to the outdoors.”
LGBTQ Outdoors began as an Instagram account in 2019 and has since evolved into a nationwide organization with 28 chapters.
Robyn Tackitt serves as an ambassador for LGBTQ Outdoors in Waco, TX. “My job is to create events locally that will get other members of the community to make new friends and feel safe,” says Tackitt. “We’ve been able to get people into the new things that make them feel like they’re doing something worthwhile.”
According to Tackitt, many people in the LGBTQ+ community feel more comfortable in the outdoors when they are part of a group. “We always have the fear that, when we meet a stranger, they’re going to hate us for what we are,” says Tackitt. “To know that you’re going to be welcomed, no matter what, has helped a lot of people break out of their shell and try things they never would have thought of before.”
According to OIA’s 2025 Outdoor Participation Trends Report, “Participants who identify as Lesbian, Gay, Bisexual, Transgender, Queer or Questioning are the most active adult cohort in outdoor recreation.” In 2024, “members of the LGBTQ+ community made up 11.4% of the outdoor participant base (20.6 million people), an increase of 700,000 LGBTQ+ participants since 2023.”
As the outdoor industry works to engage the LGBTQ+ community, it will be important for businesses to signal that they welcome these consumers, says Yoder. He recommends that stores display a pride flag in their windows or on the front door. “Some people might face backlash for that,” admits Yoder, but he says LGBTQ+ consumers will be loyal to businesses that show their support.
As the consumer base has become more ethnically diverse and LGBTQ+ friendly, it has also become more “casual.”
“The core outdoor consumer of the past is not the dominant force in the outdoor market today,” OIA reports in its 2025 Outdoor Consumer Trends Report. It notes that, since 2019, “the typical outdoor participant has changed — they participate less frequently, their approaches to outdoor activities are less aggressive.”
Many of these consumers tried outdoor activities for the first time during the COVID-19 pandemic. To escape isolation, people flocked to parks and other open-air spaces, which they considered safe havens. These people were hitting the trail to find happiness rather than physical and mental challenges.
For example, trail running is gaining popularity in part because it serves as a less hardcore alternative to road running, says Steve Holmberg of Insight Accelerator, a consumer research and strategy consultancy for sports and outdoor brands.
“Road running has a seriousness to it,” says Holmberg, explaining that people judge their success based on how fast they run a course. “Trail running provides that opposite opportunity for consumers. It’s a space where you aren’t necessarily judged by your speed.” Instead, trail runners focus more on celebrating the completion of a course and sharing the experience with others.
Because trail running events tend to be casual and social, participation has increased by 231% over the past decade, according to OIA.
Across the country, retailers and local organizations have formed hiking, running, and biking clubs that are much more social than competitive. In addition, they host events that cater to a wide variety of interests and ability levels.
In Peoria, IL, RC Outfitters has rebranded its Run309 gathering as RC Athletic Club. “We’re expanding into other hobbies, like yoga,” says Bethany Fosdyck, director of events and community outreach for RC Outfitters. “It doesn’t have to be a run. It could be a walk, it could be a hike, it could be kayaking.” As a result of the rebranding, an event that once drew about 15 people is now attracting around 90 people.
For decades, the outdoor industry focused its attention on “hardcore” consumers. However, the industry’s future success hinges on its ability to serve a more diverse crowd as the country’s demographics shift and consumer priorities change.
As OIA notes in its consumer survey, the expansion of the participant base signals “meaningful opportunities for the outdoor industry to evolve, embrace new audiences, and build a more resilient future.”
On the trails in and around Atlanta, Oscar Camejo can see that future taking shape. “We are opening our doors to people who don’t necessarily look like your typical ultra-runner,” he says. “When one person goes through the door and has a positive experience, that person tells the next person. Then, the word gets out to say, ‘Hey, you know what? This is a safe place. Let’s all go.’”
This Trailheads article was first featured in The Running Event 2025 Guide, on pages 44-45. Last chance registration is still available for Switchback at TRE, which will take place December 2-4, 2025 in San Antonio, Texas.
