The push-pull contradictions of the Outdoor Industry. A Conversation with the Robot Overlords of AI

Continuing on my AI-influenced writing challenge, I asked ChatGPT to work with me to write about the contradictions in outdoor gear and apparel markets. Here was the initial response (without much prodding)

AI Analysis:

The outdoor gear and apparel market exists at the intersection of passion and pragmatism. Consumers expect durability and reliability but often face mixed signals from brands, retailers, and the industry itself. These contradictions create tension—not only for consumers trying to make informed decisions but also for brands trying to balance innovation, inclusivity, and environmental responsibility.

Ok, so even the robot overlords get that things like touting sustainability and environmental care while pumping out, at best, the same amount of crap every year and, at worst, increasing output leads to some cloudiness. They have also been able to pick up on the "tensions." involved in consumers making informed decisions.

Robot overlords, we agree there are contradictions, leading to noise for the consumer. What do you think are the significant key contradictions that lead to this market being, in many ways, forward-thinking but also lagging in execution or a clear plan?

1. Sustainability vs. Consumerism (AI)

• Contradiction: Brands increasingly tout sustainability, yet their business models often rely on high turnover and frequent new product launches.

My take:

As a fly on the wall for the last three years and not one of the massive cadre of current or former REI, Amer Sports, VF, and Patagonia insiders, I can see how the industry's hierarchy plays into the problem. Given the industry's forward-thinking priorities, you cannot place the companies that need to feed the beasts of growth and returns to survive at the center of the community. Only so much those businesses can do doesn't directly contradict their success. While some (not all) of these businesses can take place as the battle-hardened trailblazers that enable the outdoor industry to maintain a seat at the high table, expecting them to lead the charge on an operational basis seems a flawed expectation.

I look to the sea of emerging brands committed to choosing an initiative to succeed in. Support them, praise them, encourage them. Glade Optics strives to bring affordability to ski goggles. Give'r Gloves is a great home-grown manufacturer that supports a local community. Garage Grown Gear provides a platform for emerging brands to grow, learn, and build in a highly engaged ultra-light community. These businesses should be championed and supported more frequently and not held to the "Are you in REI?" high-water mark.

2. Inclusivity vs. Exclusivity (AI)

• Contradiction: The outdoor industry markets inclusivity while maintaining high price points and catering primarily to affluent demographics.

My Take:

Before moving west, I never owned a bike with a four-digit price tag. Then, I found myself in a world where spending many thousands on a bike was normal. I finally got a bike at a price point for people who made more than me. On one of my first single-track rides, I was jacked up by a guy insistent on my bike being too heavy and explaining that I needed to step up to a lighter bike. I finally told him that at 215lbs, shaving a couple of grams off my bike was like throwing a deck chair off the Titanic and that he could cut the shit. It ruined my experience, and it was my first real exposure to the "Do you even fish, bro?" community that I think is the industry's Achilles heel.

Cost acceptance in the outdoor core participant world is real and probably a more significant blind spot for the industry than anyone realizes. I have witnessed many people champion inclusivity and scoff at lower-cost brands for not being "outdoor" enough. Everyone points to a pro deal or an inside track at a local shop, but the economics are prohibitive for most.

After spending the last year speaking with outdoor guides and professionals, I have learned that the reality of "quality" in environments in which things can't fail is more nuanced when you strip the logo ego away and ask people who are both budget-sensitive and rely on the gear to be able to safely and effectively do their jobs. A job that requires exposing more people to the outdoors safely and respectfully. I have heard about the top brands being utterly unreliable in the field in some categories, little-known brands being the go-to EDC for outdoor pros, and a far more diverse list of products and manufacturers than is commonplace in the "industry." In an environment where brand-flexing is supposed to be based on reliability and performance, the field of winners and losers is not as narrow as the industry perceives it to be.

3. Authenticity vs. Over-Marketing (AI)

• Contradiction: Consumers crave authentic, expert-driven advice, but brands rely heavily on influencer partnerships and aspirational advertising.

My Take:

We (the US brand market) may have fallen too far from the romance of the unknown, the pursuit of personal goals and challenges, and the discovery aspect of the outdoors. It is worth noting that European brands are still perceived to be interested in and fascinated with the exploration and authentic romance of the outdoors.

Have US brands abandoned authenticity for influencer-driven, sanitized look-alike strategies?

I recently had an outfitter explain that they used to have deep relationships with brands. A dialogue existed between the guides and the brands; a brand's gear was tested and proven in extreme environments, and clients rushed out to buy the gear the experts recommended. When asked what today's relationship looked like, they said they barely slowed the truck down to throw free gear through the window and keep going. That was disappointing to hear and may be an area where authenticity struggles.

What stands out is that there is no indication that the consumer's desire for honest expert input on gear has changed. On the contrary, consumers often indicate that they seek out new emerging brands to escape the standard industry sterilized playbook. Baistgloves has Jonny Moseley doing a gear review from an iPhone on the gondola of a Scott Schmidt-designed glove, while NF relies on the Kardashians. There is a market for both, but which seems more community-based?

A comment repeated often was a feeling that the outdoor brands in the US were "afraid." That comment needs an article all on its own, but constantly reading the disappointment and outrage over any change does indicate that it is a less-than-forgiving room at times.

AI Robot-Overlord Conclusion:

The outdoor gear and apparel market reflects the complexities of a world increasingly aware of environmental and social issues while still driven by consumption and status. These contradictions present challenges and opportunities for brands and consumers. By addressing these tensions transparently, the industry can evolve into one that genuinely supports its community—balancing performance, sustainability, and inclusivity while empowering more people to #ArriveReady for the adventures they dream of.

My conclusion:

The path out of the industry's murky and often confusing situation is through people, community, experience, and a broader, more welcoming worldview.

Despite spending the last three years eyeballs deep in research and investment building a business in the outdoor market, I wouldn't be bold enough to consider myself a part of the outdoor industry. There is something to unpack there, but that is also for another day. Where the industry has gained the reputation of being somewhat closed off and insular, my experience with outdoor professionals over the last several years has been the opposite. No group more clearly and accurately represents the outdoor market and its core values than those who teach us and train us to be safe and capable in the outdoors.

The Cache_Seven is betting that a deeper engagement with the people and communities welcoming us to the outdoors will yield massive gains for brands, communities, professionals, and consumers.

Happy New Year !

MK