Episodi
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For the final bonus episode Kelly and Tobie interview Jose Maldonado, the Chief Marketing Officer at PeopleForBikes. They discuss the most recent participation data on the outdoors and cycling. What do these numbers mean for suppliers and retailers, and what opportunities are there for the future?
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Join Kelly and Tobie for the penultimate bonus episode of Inside the Outdoors, where they chat with Matthew Tucker, Director of Client Development in Sports Equipment at Circana, the premier source for retail and participation data in the outdoor industry. We’ll chat through the early indicators of positive changes unfolding in 2024 and explore the rise of casual participants, their purchasing patterns, and how they differ from pre-pandemic consumers. And on top of the data takeaways, we have a few laughs along the way as well.
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Episodi mancanti?
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Kelly and Tobie continue their conversation with Ryan Birkicht, Director of Communications at PeopleForBikes. They delve deeper into how the Outdoor Industry Association and PeopleForBikes are evolving as trade associations, making it easier for their members, non-members and bike-curious parties to access and utilize data to grow their business.
Sign up for PeopleForBikes’ “The Break”: https://www.peopleforbikes.org/take-action/the-break-signup?eid=132908
Sign up for OIA’s “The Outdoors”: https://outdoorindustry.org/outdoorist
Browse the PeopleForBikes Resource Marketplace: https://resources.peopleforbikes.org/
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For the next two episodes we are joined by Ryan Birkicht, Director of Communications at PeopleForBikes. In this episode we'll be talking about the Bicycle Leadership Conference, recently held by PeopleForBikes in Tucson, Arizona. We'll chat through some of the behind the scenes action that goes into planning a conference, the value these gatherings hold for our industry, and some of our own meaningful experiences at past conferences. We'll touch on some of the highlights at this year's BLC, including memorable speakers, recurring themes, and key takeaways.
Save the date nexy year's BLC - https://www.peopleforbikes.org/take-action/2025-blc-tucson-save-the-date
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In this special bonus episode, Kelly and special guest host Tobie DePauw will be joined by Dr. Ash Lovell, Electric Bicycle Policy & Campaign Director for PeopleForBikes, to delve into the leading perspective on e-bike policy. Tune in to discover how PeopleForBikes is spearheading efforts in policy, education, and safety nationwide. Learn about the organization's pivotal role in crafting the three-class system adopted in over 40 states, explore the latest threats to healthy e-bike policy at various governmental levels, and understand the impact of commercial and cargo e-bikes on local policy and infrastructure improvement.
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In this special bonus episode, Kelly and special guest host Tobie DePauw will be joined by Dr. Ash Lovell, Electric Bicycle Policy & Campaign Director for PeopleForBikes, to delve into the leading perspective on e-bike policy. Tune in to discover how PeopleForBikes is spearheading efforts in policy, education, and safety nationwide. Learn about the organization's pivotal role in crafting the three-class system adopted in over 40 states, explore the latest threats to healthy e-bike policy at various governmental levels, and understand the impact of commercial and cargo e-bikes on local policy and infrastructure improvement.
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Kelly and Patrick wrap up Season 1 of Inside the Outdoors with a recap of the discussions and guests featured on the series this season.
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Kelly and Patrick review recent macroeconomic indicators and relate overall market conditions to expectations for outdoor market recovery. What might a ‘new normal’ look like for the outdoor markets? How could a large participant base support the market in the near future and in the long run? How can consumer research inform our expectations for future markets?
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Kelly and Patrick review recent research which measured bicycle industry experts’ market sentiment. How did bicycle industry experts think the overall market and their specific organization fared over the past year? What do they think will happen over the next year? What are the biggest threats and opportunities for the bicycle industry over the next 12 months?
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Kelly and Patrick review recent research related to cross country skiers’ predictions for the upcoming season. How might environmental and macroeconomic conditions affect their expectations for season quality? How might expectations actually influence participation? How can these findings be used to better understand other outdoor recreation activities?
Use the following link to access the full report: https://thenordicapproach.com/
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Kelly and Patrick discuss research methods for studying the motivations of outdoor recreation participants, as well as ways to leverage that information into greater participation and sales. How can segmentation studies be crafted to gather this information? What level of detail about an individual’s motivations would be actionable? What lessons can be learned from other industries?
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Kelly and Patrick discuss where to find outdoor recreation participants when they’re not outside. What cross-participation activities are cyclists, runners, campers, and other outdoorspeople engaging in when the weather is too cold for many to be outside? How can our understanding of cross participation help support increased participation and improved consumer intelligence?
Learn more about bicycling cross-participation here: https://www.peopleforbikes.org/members/pac-participation
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Kelly and Patrick discuss their expectations for participation levels and market activity in 2024. How will new participants - those who started during COVID - engage with outdoor recreation this year? Will consumer demand for equipment be as cool in 2024 as it was in 2023? How will macro trends in the US economy affect these markets? What does the long term future look like for various outdoor categories?
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Kelly and Patrick discuss the importance of retail sales data as a way to measure the health of our outdoor recreation industry, identify market opportunities, and benchmark an organizations growth against the growth of a category. How can retail sales metrics inform our view of the market? Which sales are typically included and excluded in retail sales data sets?
PeopleForBikes members can access reports here:
https://www.peopleforbikes.org/members/monthly-sales-reports
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Kelly and Patrick discuss New Year’s resolutions, focusing on ways that the outdoor industry can capitalize on this time of transition to increase participation in recreation activities. Why are so many people committed to getting into shape at the beginning of the year? What opportunities might exist for the outdoor industry to favorably position outdoor recreation activities as ways to become fit? How can outdoor recreation mitigate overcrowding at gyms during January and February?
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Kelly and Patrick discuss where the outdoor recreation market is within the bullwhip effect. There was a surge in demand early in the pandemic that has affected the market for years now. Where are we in the recovery period? How will participation trends affect market stabilization? What can dealers and brands do during a period of low demand?
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Kelly and Patrick continue the conversation with Geneviève Marchand and Jennifer DeBoer from Western Colorado University’s Outdoor Industry MBA program. How can aspiring outdoor leaders set realistic expectations for their careers in the industry? What facets of higher education can best prepare someone for success in the outdoor industry? How important are group projects in college?
Learn more about WCU’s Outdoor Industry MBA here: https://western.edu/program/outdoor-industry-mba/
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Kelly and Patrick are joined by Geneviève Marchand and Jennifer DeBoer for a discussion about the next generation of leaders in the outdoor recreation world. How can programs like Western Colorado University’s Outdoor Industry MBA help students learn more about the outdoor recreation industry? What are some simple ways to gain an advantage in the labor market when seeking a career in the outdoor industry? What can aspiring outdoor recreation leaders look forward to when entering the industry?
Learn more about WCU’s Outdoor Industry MBA here: https://western.edu/program/outdoor-industry-mba/
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Kelly and Patrick discuss expectations for the 2023 holiday shopping shopping season. How will consumer spending respond to downward market pressures? Could an increased participant base, low unemployment, and other positive economic indicators mean an increase in market activity? How can the industry position outdoor recreation activities as a social experience in order to justify holiday spending?
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Kelly and Patrick discuss the newly released report from the Outdoor Recreation Satellite Account of the Bureau of Economic Analysis which measures the contributions to US GDP made by outdoor recreation activities in 2022. What exactly is this report measuring? How do outdoor recreation activities support American jobs, generate federal and state tax dollars, and contribute to the country’s Gross Domestic Product? How can these numbers support advocacy and policy efforts?
Find a link to the Bureau of Economic Analysis report here: https://www.bea.gov/data/special-topics/outdoor-recreation
See OIA’s state dashboard here: https://outdoorindustry.org/advocacy
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