Where industry expertise meets
consumer research
Custom, confidential market and consumer research for the brands, associations, and agencies shaping the future of outdoor recreation.
The Challenge
A shifting market demands better information.
The outdoor recreation industry generates $1.2 trillion in annual consumer spending and supports more than 5 million American jobs. It is also an industry navigating significant change. Consumer participation is at record highs, but who is participating — and how they make purchasing decisions — looks very different than it did just a few years ago.
Point-of-sale data can show what products moved. It cannot explain who is buying, why they chose one product over another, or where the next opportunity is. That requires primary consumer research.
Southwick Associates provides custom market and consumer research built specifically for the outdoor recreation industry — answering the questions that sales data, assumptions, and AI-generated summaries cannot.
Who We Work With
Built for the organizations shaping outdoor recreation
We work with organizations across the outdoor recreation ecosystem. Our research is designed around the specific questions your organization needs to answer.
Brands & manufacturers
Product development, pricing, consumer segmentation, brand positioning, market strategy. All commercial work is strictly confidential.
Trade associations
Industry-level research for advocacy, member services, and strategic planning — participation trends, market sizing, economic contribution.
Conservation & rec nonprofits
Economic impact research and consumer insights to demonstrate the value of the resources and programs you champion.
Government agencies
Economic and consumer data to quantify impact, justify investment, and serve constituents — from established agencies to newer offices of outdoor rec.
What We Do
Every engagement starts with a question
We design custom research to answer the specific questions your organization is facing — grounded in primary consumer data, not assumptions.
Market opportunities
Market sizing, competitive landscape, growth opportunities, white space identification.
Consumer & market segmentation
Motivations, attitudes, usage habits, demographics, and shifting consumer profiles.
Innovation & product development
Feature preferences, price sensitivity, concept testing, unmet needs.
Brand awareness & perception
Brand strength, competitive positioning, brand value in the consumer's mind.
Advertising & messaging
Message resonance, media consumption, channel effectiveness.
Economic impact & industry research
Jobs, tax revenue, GDP contribution, participation trends, ROI of programs.
Why Southwick
Deep industry expertise. Rigorous research.
35+
Years in outdoor industry research
12
Economists & researchers
236
Clients served (in 10 years)
572
Research projects completed (in 10 years)
Southwick Associates is one of the few research firms that works exclusively in outdoor recreation markets. We understand the dynamics of these industries — the seasonality, the participation patterns, the retail landscape, the policy environment — because it is all we do. Our commitment is to the science, not to delivering any one client the answer they want. That independence is why competing brands trust us with their most sensitive questions.
Featured Research
Outdoor Recreation on Federal Public Lands & Waters: A Valuable American Asset
Southwick Associates' economic analysis for the Outdoor Recreation Roundtable — quantifying $128 billion in annual economic activity, more than 900,000 jobs, and nearly $6 billion in federal tax revenue generated by recreation on America's federal public lands.
↓ Download the reportWhat question is your organization trying to answer?
Whether you're navigating a shifting consumer landscape, building the case for industry investment, or trying to understand where your next opportunity is — we can help you find the answer with data.
Nancy Bacon
Vice President of Business Development