The outdoor industry has a unique opportunity right now: to lead cultural change while driving long-term growth in participation that can strengthen the whole market. The question is whether we will act together or continue working in silos that cannot meet the scale of the challenge.
The future of outdoor participation will not be determined by marketing alone. It depends on whether we can expand who feels welcomed, equipped, and supported to get outside – and whether we can cement a culture of belonging that is strong enough to move people from first-time experiences into core participation.
In this session, Lesford Duncan, Executive Director of the Outdoor Foundation, shares an ecosystem approach to participation growth, grounded in the belief that thriving systems depend on connection, trust reciprocity, and shared investment. Drawing from the Outdoor Participation Trends Report and the Outdoor Foundation’s Thrive Outside Initiative, this session offers a practical framework for how brands, retailers, and community partners can align to reduce barriers, strengthen local connections, and create sustained pathways into outdoor recreation – especially for communities that have been historically underrepresented and excluded.
Attendees will leave with real-world examples of how expanding access and belonging can grow participation frequency, long-term loyalty, and the future customer base for the outdoor industry.
