Inside Outdoor Summer 2017

Indeed, among those

respondents, “having

someone to take part

with” was the number one

thing that would get them

involved, named by 42.9

percent. Second among

ways to get them involved

was “having a friend take

me along,” listed by 31.8

percent.

“These two reasons

show that people not

only prefer to workout or

participate in sports with

friends, it is a driving force

to get them out more and

experience different ways

to be physically active,”

say PAC researchers.

The luxuries of more

time and less work both

appear a bit further down

the list, with about 20

percent of responses for

each, nearly the same

percentage who said

“having an introductory

lesson or outing” could

be the difference.

At the same time, aspirational

non-participants express great inter-

est in traditional outdoor activities.

Across all age groups up to 64 years

old, the activities of camping and

bicycling are consistently among the

top three listed in terms of interest

level. Hiking frequently is fourth

on the list.

The findings seem to suggest that a

primary way for outdoor retailers to en-

tice new customers is by organizing in-

troductory outings and lessons, as many

leading retailers do, but with a highly “so-

cial” bent or marketed as an opportunity

to meet “like-minded friends.” Similarly,

a “beginner” class or day trip could be

directed at groups of friends, couples

and/or partners. Outdoor retailers could

even play matchmakers, offering an

event that is part activity introduction

and part dating service.

Outdoor retailers would also be

wise to advocate for physical educa-

tion in their local schools.

“Participation in physical exercise

during school had an extreme impact on

participation in other activities,” said PAC

researchers. Participants ages 18 years

and older who had PE while in grade

school and high school were two to three

times more likely to also engage in team

sports, outdoor activities, cycling or run-

ning/jogging and other activities as adults.

“Of adults ages 18 and over who

reported having PE in school, 80 per-

cent said they were active in 2015 and

39 percent were active to a healthy

level (151+ times a year),” continued

the study. “While those who didn’t have

PE, only 61 percent reported activity

and less than a quarter participated

151 times or more in 2015.”

FLOOR

SPACE

Top Aspirational Activities by Age Group

Ages 6-12

Ages 13-17

Ages 18-24

Ages 25-34

Camping

Swimming for fitness

Bicycling

Camping

Bicycling

Swimming for fitness

Bicycling

Basketball

Workout w/ machines

Hiking

Ages 35-44

Ages 45-54

Ages 55-64

Ages 65+

Camping

Bicycling

Bird/Wildlife viewing

Swimming for fitness

Bicycling

Camping

Workout w/ machines

Hiking

Bird/Wildlife viewing

Fishing

Source: Source: Physical Activity Council

Source: Physical Activity Council

Ways to Get Aspirationals into Activities

Loyalty Me berships Up, Engagement Flat

Source: Bond Brand Loyalty; VISA

2010

10%

20%

30%

40%

50%

60%

2011 2012 2013

2014 2015

48.1%

42.9%

32.9%

31.8%

25.1%

24.9%

19.3%

20.1%

18.8%

18.6%

18.5%

17.3%

16.3%

16.6%

14.8%

13.7%

12.6%

11.6%

12.4%

11.7%

11.8%

11.7%

7.8%

7.7%

17.1%

17.3%

Having someone to take part with

Having a friend take me along

Being in better health

More vacation time

Fewer work commitments

Having an introductory

lesson or outing

Fewer family commitments

2014

2015

Having a friend instruct me

Having a tax break on equipment,

membership, fees and insturction

Availability of better

multi-use trails and sidewalks

to my heighborhood

New equipment

Having the activity sponsored

by my employer

Something else

72%

47%

14.3%

6.7%

10.9

7.8

2014

2015

2016

2017

% Active Memberships

Total Memberships

Active Memberships

Since 2014 study, the average number of program memberships per American consumer

has increas d steadily from under 11 to more than 14. Meanwhile, the number of programs

in which members are active is virtually unchanged at just under 6.7 (47%).

Inside

Outdoor

SUMMER

2017