| Characteristic | Share of outdoor activity participants |
|---|---|
| The achiever | 10% |
| The outdoor native | 12% |
| The urban elite | 20% |
| The aspirational core | 14% |
| The athleisurist | 20% |
| The sideliner | 12% |
| The complacent | 14% |
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January 2015
United States
June to August 2014
2,562 respondents
18-65 years
Spent at least one hour outside per week, participated in a variety of outdoor activities in the past 12 months and purchased apparel, footwear or equipment for outdoor activities
Online survey
* Profile definitions:
The achiever: traditional outdoor consumer motivated by performance and competition. Participate in all activities.
The outdoor native: being outdoors is an important lifestyle choice, motivated by enjoyment and experience. Participate in leisurely activities, particularly with their family.
The urban athlete: favorite activities require them to go outdoors. Participate in sports and team sports.
The aspirational core: aspires to be outdoors but experience barriers. Participate in one or two activities.
The athleisurist: content with current level of outdoor engagment, motivated by enjoyment and escape. Participate in relaxing activities such as gardening.
The sideliner: enjoys the outdoors for sunshine and fresh air. Used to be more active but limited by injury or weight issues.
The complacent: prefer to be indoors and stick to low-intensity activities when venturing outdoors.
