How to discover and target the outdoor industry you’re most likely to thrive in
Marrying one’s vocation and avocation is an exciting prospect. But there are a few things you need to know about the outdoor business before you can make it happen.
7 businesses, 1 passion
While to the outsider the outdoor business might look like one large group, it’s really seven separate industries that design, produce and sell outdoor products to different segments of the market. You’ll notice the categories overlap, but their focus is distinct. It’s also worth noting that there’s very little “talent flow” between the industries and most people spend their entire career in just one of the seven – so taking a Hunt & Fish job just to “get an in” to the business probably won’t lead you to your ultimate goal as a product manager for a high-end mountaineering company.
To avoid getting on the wrong path, look over the industry descriptions to find the activities you’re most passionate about (hint: it’s probably also the one with the stores you most often find yourself in on a day off). If the description makes your eyes light up, you’ve probably just discovered the industry you’ll thrive in.
General Outdoor: Working for the weekend. These companies and retailers sell outdoor products to a general participant, defined as people that engage somewhat infrequently in these activities: camping, hiking, paddling, etc.
Specialty Outdoor: Lifestyle first, everything else second. These companies and retailers sell high-end, enthusiast products for people that define themselves by their sports. The hardcore lifestyler. Sports include hiking, backpacking, camping, climbing, paddling and any number of fringe sports like slacklining, parkour, etc.
Examples include:
• Retailers - REI, EMS, Mountain Gear, Summit Hut.
• Manufacturers: - The North Face, Mountain Hardwear, Vasque, Marmot.
Trade Shows
:
• Outdoor Retailer - www.outdoorretailer.com
• The European OutDoor Show - www.outdoor-show.de
• ISPO - www.ispo.com
Trade Associations:
• Outdoor Industry Association
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Sporting Goods: Got game? These are the “ball & bat” companies and retailers. Sports include baseball, football, soccer, basketball, and golf.
Examples include:
• Retailers –The Sports Authority, Dick’s Sporting Goods, Sport Chalet, Academy Sports & Outdoor.
• Manufacturers – Under Armour, Wilson, Nike, Reebok.
Trade Shows:
• Outdoor Retailer - www.outdoorretailer.com
• World Shoes & Accessories - www.wsashow.com
• National Association of Sporting Goods Wholesalers - www.nasgw.org
Trade Associations:
• Sporting Goods Manufacturers Association – www.sgma.com
• Outdoor Industry Association
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Hunt & Fish: Take the bait. From camo patterns to carbon fly rods this industry represents a unique and distinct market within the outdoor business.
Examples include
: • Retailers – Sportsman’s Warehouse, Jax Outdoors, Ames Surplus.
• Manufacturers – Orvis, Remington, Glock.
Trade Shows:
• Shot Show - www.shotshow.org
• Fly Fishing Retailer - www.flyfishingretailer.com
• National Association of Sporting Goods Wholesalers - www.nasgw.org
Trade Associations:
• Sporting Goods Manufacturers Association – www.sgma.com
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Specialty ski & snowboard: It’s all downhill from here. These companies and retailers sell the products and accessories that get folks on the slopes and through the park in style.
Examples include:
• Retailers – Colorado Ski & Golf, Christy Sports, Pomeroy Sports.
• Manufacturers - Rossignol, K2, Salomon, Burton.
Trade Shows:
• Snowsports Industries America - www.snowsports.org
Trade Associations:
• Snowsports Industries America - www.snowsports.org
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Specialty bike: Rip-n-hammer. Whether it’s the skinny tires and shaved legs of roadies or the baggy shorts and knobbies of mountain bikes, the cycling industry has its own unique cast of characters developing and retailing their goods.
Examples include:
• Retailers: Bicycle Village, High Gear Cycles, Ski Rack
• Manufacturers – Cannondale, Giant, Shimano.
Trade Shows:
• Interbike Show - www.interbike.com
• Eurobike Show - www.eurobike-show.de
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Action sports: Danger is my middle name. These companies overlap with the prior two, but they are very lifestyle oriented and include wakeboarding, water skiing, BMX, skateboarding, etc.
Examples include:
• Retailers – Quicksilver Retail, Lucy Activewear, The Wright Life.
• Manufacturers – Billabong, DaKine, Oakley, Volcom.
Trade Shows:
• Action Sports Retailer - www.asrbiz.com
• Surf Expo - www.surfexpo.com
• International Swimwear / Activewear Market - www.isamla.com
• Snowsports Industries America - www.snowsports.org
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Jump in with both feet - and choose Frontier Talent as your guide.
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