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INTRODUCTION amp WELCOME MILESTONES MEMBERSHIP ADVOCACY RECREATION POLICY TRADE POLICY CORPORATE RESPONSIBILITY EDUCATION amp EVENTS MARKET amp CONSUMER INSIGHTS OUTDOOR FOUNDATION OUR PEOPLE FINANCIALS

UNITING THE OUTDOOR INDUSTRYOutdoor Industry Association (OIA) unites and serves more than 1200

members who work and play in the outdoors We are a 501(c)(6) non-profit that exists to support the industry we love so much

Powerful voice We create a powerful voice at the federal

state and local levels

Convene We convene the industry

on key issues that protect the health of our outdoor

businesses

Research and educate We research and educate

on important business topics and changing

industry trends

Inspire and activate We inspire and activate a

new generation of outdoor enthusiasts

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Letter From the Board ChairHow would I describe 2015 in five words or less ldquoA changing of the guardrdquo Literally and figuratively the year was marked by important and impactful transitions in all corners of the association

We appointed Amy Roberts as our new executive director who has the knowledge and vision to further OIArsquos mission on behalf of our members Amyrsquos familiarity

with OIA programs combined with her understanding of retail manufacturing supply chain and government affairs issues has quickly earned her the respect of our diverse membership

In 2015 we also reduced the number of board positions from 25 to 15 in order to be more nimble and to improve engagement of the sitting members

But for all of those developments and transitions 2015 brought some heartbreaking losses We said goodbye to one of our associationrsquos founding fathers Skip Yowell and two more of the industryrsquos most respected outdoorists Doug Tompkins and Doug Walker It is hard to comprehend so much loss in such a short time Their deaths were both the end of an era as well as a bittersweet passing of the torch Skip in particular was committed to engaging and empowering the next generation of leaders in order to ensure the future of our industry Itrsquos therefore apropos that we launched our Skip Yowell Future Leadership Academy in 2015 to carry on Skiprsquos important legacy

As we move into 2016 Irsquom intent on honing OIArsquos focus and vision through a comprehensive and evolved strategic planning process that will also include the Outdoor Foundation We want to dig deep for the industry in the areas OIA can provide the greatest impact I am excited to watch our ConsumverVue segmentation research and assets provide members with valuable data and insights that help them do better business Irsquom eager to see our renewed commitment to specialty retailers help those irreplaceable community hubs to thrive and serve outdoor consumers And of course Irsquom excited to celebrate with all of you the centennial of our amazing National Park Service I urge every OIA member to donate to our Parks4Kids program in order to ensure that the next generation of outdoorists enjoy the same access to Americarsquos public lands that we have all been so fortunate to experience

Serving as your board chair is one of my greatest honors and I look forward to accomplishing great things together in 2016

Sincerely

Gordon Seabury OIA Board Chair ToadampCo CEO

Letter From the Executive DirectorEvery outdoorist knows the siren call of adventure Getting out and getting after it are what we live for But therersquos nothing quite like coming home which is why I am honored to be back at Outdoor Industry Association This industry has always been a tight community and I believe 2015 was defined by a level of collaboration that we havenrsquot seen in a long time

Irsquom proud of the new collaboration we forged with Grassroots Outdoor Alliance and Outdoor Retailer to create programming specifically designed to help our members navigate the changing landscape of specialty outdoor retail Local shops are often the center of their townrsquos outdoor community and the proving ground for new innovations and start-up brands that keep our industry vibrant

The outdoor industry continues to lead the way in developing supply chain best practices and tools to help companies operate and make products that are more environmentally and socially sensitive Our focus is aimed at helping suppliers manufacturers and retailers adopt tools such as the Higg Index to track and improve their supply chains

Our advocacy efforts around the Land and Water Conservation Fund (LWCF) resulted in a broader movement of awareness and the reauthorization of a program that builds parks trails and river access across America We also initiated a new local recreation advocacy program in an effort to secure more funding in urban areas where more mdashyoungermdashpeople are choosing to live

To commemorate and celebrate the National Park Centennial the Outdoor Foundation and Outdoor Industry Association have partnered to launch the Parks4Kids campaign in an effort to fund local projects with the goal of getting every 4th grader in the US to a national park

Our ConsumerVue platform is among the unique assets we offer all of our members In 2015 we released the executive summary and then rolled out a number of segment reports resources and tools designed to help outdoor companies understand todayrsquos consumers

In 2016 we will be making an immense effort to learn through member conversations collaborative discussions surveys and analysis to determine where OIA should invest and focus OIA is uniquely positioned to harness the outdoor industryrsquos collective voice intellect and advocacy and to amplify them to achieve goals that benefit our entire membership and our end consumers

Thank you for your membership and commitment to this incredible industry we all call home

Sincerely

Amy Roberts OIA Executive Director

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Founded in 1989 by leaders of 14 companies who recognized that ldquooutdoorrdquo was more than just a passing consumer trend and therefore required an organization dedicated to the preservation and promotion of their industry Outdoor Industry Association (OIA) began as the Outdoor Recreation Coalition of America (ORCA)

The original name included the word ldquocoalitionrdquo because these founding members knew that to be effective outdoor as an industry needed to rally together the complete spectrum of outdoor members from manufacturers to retailers sales representatives to suppliers Those founding members came together and leaned in to move this industry forward by sharing our passion working through hard issues and collaborating with peers to create the economic power that this industry is today Just look how far wersquove come

1989-1996

bull Formed the association and incorporated as Outdoor Recreation Coalition of Americabull Entered into an exclusive endorsement agreement with Outdoor Retailerbull Held the first National Summit on Outdoor Recreation in Washington DCbull Hosted the first annual OIA Rendezvous

1997-2001

bull Led the movement to oppose and defeat the proposed Backpack Taxbull Completed the outdoor industryrsquos first Retail Distribution Studybull Announced the support of the Land and Water Conservation Fund (LWCF)bull Released the first annual Outdoor Recreation Participation Studybull Formed the Outdoor Industry Foundation (now called the Outdoor Foundation) a 501(c)(3) to focus on outdoor

outreach initiatives

2002-2005

bull Changed name to Outdoor Industry Association (OIA)bull Presented the first Friend of the Outdoor Industry Award for elected officials who support the outdoor industrybull Received seed grant from REI to begin an industry-wide youth outreach initiative through the Outdoor Foundationbull OIArsquos State of the Industry Report recognized as the best annual report from an association by ASAEbull Hosted the first annual OIA Capitol Summit lobby event in Washington DCbull Launched the inaugural Industry Breakfast and educational sessions at Outdoor Retailer

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2006-2009

bull Launched the OIA Trade Policy programbull OIA Eco Working Group (now called Sustainability Working Group [SWG]) was formed and sustainability became a

strategic initiative of OIAbull Eco-Index tool was developed with seed funding from Portland Development Commissionbull Renewed strategic partnership with Outdoor Retailer which more than doubles the annual investment in outdoor

industry programsbull Expanded Outdoor University educational sessions at Outdoor Retailerbull In partnership with the Secretary of the Interior and the National Parks Conservation Association passed the Cen-

tennial Initiative to protect the national parks for the next 100 yearsbull Formed the OIA Political Action Committeebull Released the first Outdoor Recreation Economy Report

2010-2015

bull Eco-Index tool was launched and SWG work expands into focused supply chain topic areas chemicals management materials traceability and social responsibility

bull Sustainable Apparel Coalition (SAC) was formed housing the Eco Index tool (combined with a tool from Nike to form what is now known as the Higg Index) and supports adoption beyond the outdoor industry

bull The Outdoor Foundation launched Outdoor Nation and Campus Challengebull The industry partied for a purpose (supporting the Outdoor Foundationrsquos work) at the first Outsiders Ballbull OIA SWG was recognized as a ldquoChampion of Changerdquo by the White Housebull Opened a policy office in Washington DCbull Completed the industryrsquos first consumer segmentation study and launched the ConsumerVue research toolbull Amy Roberts was welcomed as our new executive directorbull Selected 22 aspiring leaders as the first class of the Skip Yowell Future Leadership Academybull In celebration of the National Parks Centennial OIA launched Parks4Kids in partnership with the Outdoor

Foundation to get every 4th grader to a park

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IN 2015Joining Forces to Support the Growth and Vitality of Specialty RetailTogether with Grassroots Outdoor Alliance (Grassroots) and Outdoor Retailer we announced a memorandum of understanding that reinforces our shared commitment to specialty outdoor retail resulting in a renewed focus on specialty retailer education and tangible business support

Retail Inspired Specialty Excellence (RISE)

Outdoor Retailer OIA and Grassroots announced the collaborative launch of RISE designed to be an inspiring day of training peer-to-peer collaboration and working sessions for specialty retailers

Retail-Focused OIA Benefits

Grassroots will work closely with OIA to curate association programs and benefits specifically for the specialty retailer including education training and research

Specialty Retail Advisory Committee (SRAC)

With Jennifer Mull at the helm the Specialty Retail Advisory Committee was formed in 2015 to advise OIA on the creation of programming and services specifically to support specialty retailers

MemberLove in 2015As part of our 2015 MemberLove campaign we put the spotlight on our members so they could share their stories of success

Membership Benefits

OIA Outdoorist - Outdoor News for Outdoor PeopleThe OIA Outdoorist highlights weekly news from around the outdoor industry Every Outdoorist in the industry can keep up-to-date on key topics affecting outdoor businesses and what OIA is doing to advocate for the industry

Audio OutdooristOIA partnered with Ben Schenk of Mtn Meister to introduce the Audio Outdoorist a podcast for our Outdoorist members invested in learning more about the issues facing our industry

Get in touch with the membership teammembershipoutdoorindustryorg

OIA showcased our members at Outdoor Retailer with our MemberLove heat map

Tenkara USA Point 6

Research amp Education

Business Savings

Brand Recognition

Networking amp Events

Advocacy

Membership Directory

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OIArsquos government affairs team works to represent the interests of the outdoor industry in Washington DC and communities across the country We use the Outdoor Recreation Economy Report to inform policymakers and to promote the significant economic contribution made to our nationrsquos economy and the millions of jobs supported by our industry We emphasize the tremendous economic and health benefits that are gained from investments in our industrymdashfrom ensuring funding for and access to public lands and waters to business policies that promote the growth and success of the outdoor industry for future generations We tell our industryrsquos storymdashwhen you invest in the outdoor recreation industry you invest in healthy communities and healthy economies

ldquoThe outdoor industry is coming into its own as a political force It is articulating the economic case for public land protection It is building power The giant is awake but there is much more to dordquondash Outside magazine 42215

THE OUTDOOR INDUSTRY DRIVES

Source OIA Recreation Economy Report 2012

$646 billion in retail sales and services

$80 billion in federal state and local tax revenues

61 million American jobs

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Outdoor recreationmdashsuch as hiking biking camping hunting fishing paddling snowsports and wildlife watchingmdashis an American pastime and a powerful economic driver providing sustainable domestic jobs in urban and rural communities across the country

The OIA government affairs team advocates for US recreation infrastructuremdashincluding public lands and waters provided by federal state and local governmentsmdashto ensure that Americarsquos national outdoor recreation system remains a crucial component of the US economy and a resource for all who want to recreate outside

IN 2015Local AdvocacyOIA launched its first-ever local recreation advocacy program to engage our members in projects to increase funding and access for outdoor recreation in their communities and at their state legislatures Washington and Colorado joined Utah in launching state offices of outdoor recreation

Recreation Funding IncreaseA $11 trillion spending bill agreement reached in December 2015 included a six percent boost for conservation programs and significantly increased funding for our public lands Land management agencies received funding increases for 2016

bull $117 million increase for Bureau of Land Managementbull $69 million increase for Fish and Wildlife Servicebull $35 million increase for Forest Servicebull National Park Service will celebrate its centennial year with a $237 million

funding increase

Public Lands PollingIn advance of the Republican and Democratic national debates in 2015 a poll conducted by Public Opinion Strategies and released by OIA showed that likely voters in the battleground states of Colorado and Nevada say issues involving public lands water and wildlife are important factors in deciding whom to support In fact we found that 81 percent of Coloradoans and 64 percent of Nevadans think that the presence of national public lands such as national forests national monuments and national wildlife refuges help their state economy

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Outdoor recreationmdashsuch as hiking biking camping hunting fishing paddling snowsports and wildlife watchingmdashis an American pastime and a powerful economic driver providing sustainable domestic jobs in urban and rural communities across the country

The OIA government affairs team advocates for US recreation infrastructuremdashincluding public lands and waters provided by federal state and local governmentsmdashto ensure that Americarsquos national outdoor recreation system remains a crucial component of the US economy and a resource for all who want to recreate outside

IN 2015Local AdvocacyOIA launched its first-ever local recreation advocacy program to engage our members in projects to increase funding and access for outdoor recreation in their communities and at their state legislatures Washington and Colorado joined Utah in launching state offices of outdoor recreation

Recreation Funding IncreaseA $11 trillion spending bill agreement reached in December 2015 included a six percent boost for conservation programs and significantly increased funding for our public lands Land management agencies received funding increases for 2016

bull $117 million increase for Bureau of Land Managementbull $69 million increase for Fish and Wildlife Servicebull $35 million increase for Forest Servicebull National Park Service will celebrate its centennial year with a $237 million

funding increase

Public Lands PollingIn advance of the Republican and Democratic national debates in 2015 a poll conducted by Public Opinion Strategies and released by OIA showed that likely voters in the battleground states of Colorado and Nevada say issues involving public lands water and wildlife are important factors in deciding whom to support In fact we found that 81 percent of Coloradoans and 64 percent of Nevadans think that the presence of national public lands such as national forests national monuments and national wildlife refuges help their state economy

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LWCF Tweets

Land and Water Conservation Fund (LWCF)In spite of the expiration of LWCF for the first time in 50 years OIA was a leading voice in the movement of outdoor industry companies rallying behind reauthorization

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OIArsquos trade program represents the diversity of our membership including outdoor companies whose products are conceived designed and produced in America as well as those companies that utilize global value chains to bring their products to retail markets From large companies to small family-owned businesses we work to ensure that US federal trade policy fosters and promotes a stable and predictable environment for all outdoor industry businesses while seeking to lower costs for outdoor businesses and their customers

As such OIA pursues a ldquobalanced trade agendardquo meaning we seek the elimination of trade barriers including tariffs on outdoor products that have no commercially viable production in the United States For those products that are manufactured domestically OIA supports federal policies that aid US manufacturers and help them transition to competition in a global economy

IN 2015Trans-Pacific PartnershipThe US and 11 Pacific partners concluded negotiations on the Trans-Pacific Partnership (TPP) free trade agreement As a stakeholder in those talks OIA helped secure provisions that will lower costs on outdoor apparel footwear and equipment create new markets for made in America products and promote the industryrsquos values on labor rights and the environment

Collaboration on ProtectionsIn March the OIA government affairs team met with Secretary of the Interior Sally Jewell in Seattle for an industry roundtable about the benefits of the TPP and environmental protections

Seattle outdoor industry executive round table with Secretary Sally Jewell

US OUTDOOR Act Protective Active Footwear GSPOIA continued to advocate for favorable tariff legislation In 2015 Congress passed key outdoor industry trade policies including new classifications for performance outerwear and lower costs for performance footwear

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2015 Friend of the Outdoor Industry AwardThe OIA Friend of the Outdoor Industry Award recognizes political leaders for their outstanding work that benefits all aspects of the outdoor industry

bull Representative Jared Polis (DCO-2nd)bull Senator Kelly Ayotte (R-NH)

Jennifer Mull OIA Board Chair and US Representative Jared Polis after he accepted the OIA Friend of the Outdoor Industry Award

2015 AWARDS

Get in touch with the government affairs teamCailinOIArec AndrewOIAPolicy AlexOIAPolicy JessOIARec RichOIATrade gaoutdoorindustryorg

Made In America Product ShowcaseThe Made In America Product Showcase returned to Outdoor Retailer Summer and Winter Markets In recognition of the growing interest in domestic manufacturing each showcase featured products from 30 companies sharing their stories of sourcing and manufacturing here in the United States

2015 Made In America Product Showcase at Outdoor Retailer Winter Market

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The OIA corporate responsibility program helps the outdoor industry identify and implement best practices in environmental and social responsibility through the facilitation of the Outdoor Industry Association Sustainability Working Group (SWG) A collaborative effort among more than 200 outdoor brands retailers suppliers and other stakeholder organizations the OIA SWG is the leading industry effort to establish more responsible sourcing practices Working to improve chemicals management social responsibility and animal welfare practices as well as increase Higg Index adoption the OIA SWG provides peer-to-peer support on complex supply chain issues

ldquoThe OIA SWG reflects the next generation of businessmdashone that recognizes that integrating environmental and social responsibility into every aspect of operations is no longer called sustainability Itrsquos just called good businessrdquomdash Jamie Bainbridge Bolt Threads SWG Advisory Council Chair

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IN 20152015 Corporate Responsibility Objectivesbull Ensure the outdoor industry has harmonized environmental and social

responsibility tools and resourcesbull Build the ldquoCommunity of Practicerdquo and knowledge base around key supply

chain issuesbull Raise the public profile of the outdoor industryrsquos leadership in supply chain

and product sustainability

Sustainability Working Group VideoThe OIA corporate responsibility team made a video to describe and promote the work of the Sustainability Working Group created to be shared inside and outside of the industry

Higg Index MilestonesBeginning in early 2015 Sustainability Working Group voting members were granted access to the Higg Index 20 Web Tool an indicator-based assessment tool aimed at creating industry standards around measuring and evaluating sustainability impacts

New Task ForcesIn an effort to better understand and address emerging issues and provide support to the industry OIA SWG formed tasked forces on flame retardants and microfibers and ocean plastics

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The Sustainability SnapshotThe Sustainability Snapshot was launched in September 2015 to help bring short timely updates on the work of the SWG and other key supply chain topics to the outdoor industry

New Tools and ResourcesIn addition to continuing to support the development and evolution of the Higg Index the SWG developed several key tools for OIA members in 2015

bull Animal Welfare Code of Conductbull Supply Chain Mapping Guide for Apparelbull ChemUnity Resources Guide of Chemicals Management Service Providers

Get in touch with the corporate responsibility teamBethOIAsustain NikkiOIAsustain sustainabilityoutdoorindustryorg

Individual Contribution Awardsbull Todd Copeland Patagoniabull Jason Duncan Outdoor Research

2015 AWARDS

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OIA provides year-round educational and networking opportunities for our members through events seminars and on-demand webinars Our topical and diverse educational tracks equip our members with knowledge on trade and recreation policy industry innovation sustainability and research to help them to succeed In 2015 OIA continued to deliver programs and services designed to share expertise and support our membersrsquo business goals

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IN 2015Capitol Summit

bull A record 54 industry leaders journeyed to DC to lobby on behalf of the outdoor industry

bull Secretary of the Interior Sally Jewell spoke about the ldquogolden opportunityrdquo for the National Park Centennial to help reverse the chronic underfunding of our national park and public land services

bull OIA committed to addressing the complex challenges of climate changebull Eight teams spoke with representatives about the full breadth of trade and

recreation policybull Over half of the 79 meetings were with Congressional membersbull Bills supporting the Land and Water Conservation Fund (LWCF) the US

OUTDOOR Act and Trade Promotion Authority (TPA) were introduced during Capitol Summit

bull An all-star cast of speakers joined usbull Senator Sheldon Whitehouse (D-RI) spokebull Ambassador Michael Froman top trade advisor to President Obama

bull OIA committed to fighting the proposed state takeover of federal lands

ldquoItrsquos a $646 billion dollar industry so voicing our needs is very important I think we have seen the fruits of our labors and we canrsquot let off the gas pedal now If we are not willing to put in the time for our issues there is no one else that willrdquo

ndash Quinn OrsquoRourke LaCrosse Footwear Inc

ldquoOur business depends on the outdoor aspirations and active lifestyles of our customers All outdoor industry companies must do whatever possible to preserve public lands and ease access to the proper gear for Americans to recreaterdquo

ndash Lance Pinn Brooklyn Boulders

ldquoAs the outdoor industry continues to contribute to the US economy it is critical that those in power understand the challenges we face with regard to regulations facing consumer products conservation areas and fundingrdquo

ndash Tom Boyle WL Gore and Associates

Outdoor RetailerOutdoor Industry Association is the title sponsor of Outdoor Retailer the industryrsquos tradeshow that connects approximately 50000 retailer manufacturer industry advocate and media attendees on a semi-annual basis for its Summer and Winter Market shows

Industry Breakfast

OIA once again hosted the Industry Breakfast that opened Outdoor Retailer Winter Market and Summer Market At the Winter Market in January Jeremy Gutsche innovation expert and the founder and CEO of TrendHunter engaged the industry on breakthrough ideas and the ability to adapt and to anticipate trends during times of change At the Summer Market Pete Athans one of the worldrsquos foremost high-altitude mountaineers and The Northface athlete and Norbu Tenzingvice president of the American Himalayan Foundation shared their perspectives on the aftermath of the two devastating earthquakes in Nepal Norbu Tenzing American Himalayan Foundation

discusses the aftermath of the Nepal earthquakes at ORWM Industry Breakfast

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OIWC Networking Event at OIAIn partnership with the Outdoor Industries Womens Coalition (OIWC) OIA held an OIWC networking event at our Boulder office The industry gathered to engage while learning about OIA member benefits through product demos and QampArsquos with our department heads Event-goers also heard from our new Executive Director Amy Roberts about her path to success in the outdoor industry

OIWC networking event goers pinpoint and discuss where they started in the outdoor industry

Amy Roberts OIA executive director shares her experiences and path to success in the outdoor industry at the OIWC networking event at the OIA Boulder office

Happy Hours

Everybody loves a good happy hour especially during a busy Outdoor Retailer tradeshow At both winter and summer markets OIA introduced booth happy hours to spread the good tidings of our MemberLove campaign Our three afternoons of happy hours at summer market highlighted the member value of our government affairs consumer insights and sustainability efforts with amazing daily gear giveaways from the Made in America Product Showcase and Sustainability Working Group

OIA staff and members mingle at the memberlove happy hour at Outdoor Retailer Winter Market 2015

Outdoor University

OIA is the education provider to the Outdoor Retailer attendees In addition to hosting the Industry Breakfast to open the show OIA also presented 80 Outdoor University educational sessions to exhibitors retailers and other show attendees at Outdoor Retailer Winter and Summer Market

RendezvousThe 2015 OIA Rendezvous convened the industry in Seattle a city imbued with a spirit of creativity and innovation an incredible music legacy and amazing outdoor spaces Seattle is a hub for the outdoor industry Itrsquos home to some of our industryrsquos biggest brands and retailers many of whom have a strong focus on domestic production and ethical and efficient supply-chain practices Perhaps most important it is home to a demographic that represents the shifting outdoor consumermdashdiverse urban and socially minded This yearrsquos educational tracks focused on the following

bull Retail technology trends talent retailer-to-retailer collaborationbull Consumer insights retention and growth diversity belief-based brandingbull Healthy Community close-to-home advocacy healthy lifestyles public lands the futuristsbull Supply Chain product innovation technology trends lean manufacturing

SUPPLY CHAINCONSUMERRETAIL HEALTHY COMMUNITY

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Get in touch with the education amp events teameducationoutdoorindustryorg

Rendezvous Tweets

Tom Campion founder of Zumiez discusses how 37 years of teenage retail is powering the fight to protect Americarsquos public lands

Volunteers roll up their sleeves to clear away blackberry bushes at the 17th Annual Service Project Sponsored by Timberland

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The outdoor industry is facing fundamental changes unlike anything it has seen before To ensure a vibrant future for outdoor the industry needs to identify what new generations of consumers want and create opportunities to connect in ways that are relevant The OIA market amp consumer insights team works tirelessly to stay on top of these macro-level trends as well as those specifically impacting the outdoor industry

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OIA helps members piece together insights and trends to better understand the outdoor consumer

IN 2015OIA Launched ConsumerVueBuilt on OIAs industry-level consumer segmentation study the first of its kind for the industry ConsumerVue is an interactive digital tool to help members better understand who the US outdoor consumer is and the seven segments that make up the population

Over the course of 2015 OIA released a suite of products and tools to help our members better navigate and utilize the segmentation research and findings

bull Executive Summary Overview of the research study and findingsbull Segment Summaries One-page summaries to introduce the seven

distinct segmentsbull Segment Comparison Chart Comparison of demographic spend activity and

purchase behavior data across all segmentsbull Full Report Comprehensive deep dive into the complete segmentation data

and findingsbull Ideal Consumer ID Identify opportunistic consumer segment(s)bull Current Customer ID Identify current consumer segment(s)bull ConsumerVue Infographics

bull How Outdoor Consumers Shopbull Urban Outdoor Consumersbull Women Outdoor Consumersbull Traditional vs Non-Traditional Activitiesbull Hispanic Outdoor Consumersbull Technology in the Outdoorsbull Millennial Outdoor Consumersbull Families in the Outdoorsbull Outdoor Brand Associationbull The Path to Outdoor Engagement

7 Consumer Segments

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ldquoOIArsquos consumer insights have proven invaluable to us as we raise growth money from venture capital Many in the VC world donrsquot understand the size and opportunity in the outdoor industry let alone its consumers and trends having OIArsquos analytics are key to telling the story and getting them engagedrdquondash Julian Flores GetOutfittedcom

ldquoWe were challenged by our local chamber of commerce to fill our communityrsquos outdoor retail shop voidhellip We were introduced to ConsumerVue and it had everything we needed We tapped into the different persona segments which combined with the in-depth market research of ConsumerVue provided the critical data we needed to get fundedrdquondashDavid Blodgett Lake Gaston Outfitters

Get in touch with the market amp consumer insights teamresearchoutdoorindustryorg

Outdoor Retailer attendees learn how ConsumerVue tools and resources can better their businesses

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Activating a new generation of outdoor enthusiasts and consumers is one of the most pressing issues facing the outdoor industry today As the philanthropic arm of OIA the Outdoor Foundation works to ensure our nationrsquos future health and our industry by investing in great community and campus programs that help young people recreate outside

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IN 2015

Outdoor Nation Campus ChallengeIn 2015 the Outdoor Foundation expanded its Campus Challenge from 10 to 57 schools Over the course of six weeks universities across America leveraged the assets and infrastructure of their college campuses with the ideas energy and ingenuity of college students to engage new audiences in the outdoors In total nearly 20000 college students logged almost 100000 outdoor activities a great success by all accounts

GrantmakingThrough our campus work and partnerships with brands healthcare companies and the National Park Service the Outdoor Foundation provided over $1 million to outdoor-centric community projects The Outdoor Foundation has become one of the largest grant makers supporting not-for-profit organizations that engage youth in outdoor recreation

Outsiders BallThe 3rd annual Outsiders Ball brought together 850 industry leaders from 55 businesses on one night to support one common cause The result we awarded grants to 100 community and campus projects that have connected 35000 young people with outdoor activities

Outsiders Ball 2015 attendees hang out on the slackline at the Gallivan Center in Salt Lake Utah

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Outdoor Nation Tweets

Get in touch with the Outdoor Foundation teaminfooutdoorfoundationorg

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OIA STAFFWe have an incredibly talented and passionate group of experts who are proud to make a difference in the outdoor industry doing work they love

Executive

Government Affairs amp Corporate Responsibility

Amy RobertsExecutive Director

Alexander BoianSenior Director of Government Affairs

Rich HarperPolicy Advisor (Trade)

Karen McNameeExecutive Assistant

Jessica WahlPolicy Advisor (Recreation)

Cailin OrsquoBrien-FeeneyLocal Recreation Advocacy Manager

Andrew PappasGovernment Affairs Coordinator

Beth JensenDirector of Corporate Responsibility

Nikki HodgsonCorporate Responsibility Coordinator

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Deborah WilliamsManaging Content Editor

Finance amp Operations

Marketing Communications amp Membership

Lori HerreraChief Financial Officer

Jennifer PringleVP of Marketing amp Communications

Katie BoueacuteCommunity amp Social Coordinator

Adele SparkmanStaff Accountant

Todd WaltonMarketing Communications Manager

Donanlee JonesMembership Coordinator

Cindy HaddoxController

Gareth MartinsMarketing Communications Manager

Ingrid MalmbergDirector of Membership

Jenn BrunsonDigital Marketing Manager

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Research Insights Education amp Events

Samantha SearlesDirector of Consumer Insights

Alex LemleyMarket amp Consumer Insights Coordinator

James ReinMarket Insights Manager

Brehan McDonoughEvent amp Education Services Manager

Lorna CaputoMarket Insights Manager

Michelle BiersnerDirector of Education amp Events

The Outdoor Foundation

Chris FanningExecutive Director

Stasia RainesSenior Director of Marketing amp Communications

Ivan LevinSenior Director of Programs amp Outdoor Nation

Ryan LauerDevelopment Manager

In 2015 we were able to add four full-time positions at OIAbull Market Insights Managerbull Market amp Consumer Insights Coordinatorbull Local Recreation Advocacy Managerbull Managing Content Editor

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Gordon SeaburyToadampCo CEO

Jennifer MullBackwoods CEO

Bob HoldingWaypoint Outdoor Co-Founder

Nora StowellWL Gore Global Sales LeadermdashFootwear Gloves and Accessories

Travis CampbellFar Bank Enterprises President amp CEO

Catherine WalkerREI Senior VP amp General Counsel

BOARD OF DIRECTORSThe OIA board is composed of a strong and diverse representation of the industry we serve Our directors are highly engaged industry professionals who work with passion and dedication to help individuals get outside and explore the outdoors In 2015 the OIA board voted to reduce the board size from 25 to 15 members in order to better focus our mission and decision making

Executive Committee

Directors

Todd BradleyC4 Waterman Co-Founder

Tracy MayerBackcountry North Principal Owner

Darrel DennyEmerald Expositions SVP

Lisa Pike SheehyPatagonia VP of Environmental Activism

Joe ButlerBlack Creek Outfitters Owner

Mark SatkiewiczSmartWool President amp General Manager

Mike JoycePrimaLoft Inc President amp CEO

Jim ZwiersWolverine World Wide Inc SVP amp President-International

Rue MappOutdoor Afro Founder amp CEO

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Outdoor Industry Associations financial position remains strong with increasing revenues and a positive bottom line Overall 2015 revenue increased 11 percent over 2014 revenue with dues revenue increasing by 6 percent The number of member companies decreased from 1281 to 1245

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Thank you for another prosperous year in the outdoors We appreciate your support the faith you put in our staff and partners and the passion you bring to the outdoor industry

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Deborah WilliamsManaging Content Editor

Finance amp Operations

Marketing Communications amp Membership

Lori HerreraChief Financial Officer

Jennifer PringleVP of Marketing amp Communications

Katie BoueacuteCommunity amp Social Coordinator

Adele SparkmanStaff Accountant

Todd WaltonMarketing Communications Manager

Donanlee JonesMembership Coordinator

Cindy HaddoxController

Gareth MartinsMarketing Communications Manager

Ingrid MalmbergDirector of Membership

Jenn BrunsonDigital Marketing Manager

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Research Insights Education amp Events

Samantha SearlesDirector of Consumer Insights

Alex LemleyMarket amp Consumer Insights Coordinator

James ReinMarket Insights Manager

Brehan McDonoughEvent amp Education Services Manager

Lorna CaputoMarket Insights Manager

Michelle BiersnerDirector of Education amp Events

The Outdoor Foundation

Chris FanningExecutive Director

Stasia RainesSenior Director of Marketing amp Communications

Ivan LevinSenior Director of Programs amp Outdoor Nation

Ryan LauerDevelopment Manager

In 2015 we were able to add four full-time positions at OIAbull Market Insights Managerbull Market amp Consumer Insights Coordinatorbull Local Recreation Advocacy Managerbull Managing Content Editor

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Gordon SeaburyToadampCo CEO

Jennifer MullBackwoods CEO

Bob HoldingWaypoint Outdoor Co-Founder

Nora StowellWL Gore Global Sales LeadermdashFootwear Gloves and Accessories

Travis CampbellFar Bank Enterprises President amp CEO

Catherine WalkerREI Senior VP amp General Counsel

BOARD OF DIRECTORSThe OIA board is composed of a strong and diverse representation of the industry we serve Our directors are highly engaged industry professionals who work with passion and dedication to help individuals get outside and explore the outdoors In 2015 the OIA board voted to reduce the board size from 25 to 15 members in order to better focus our mission and decision making

Executive Committee

Directors

Todd BradleyC4 Waterman Co-Founder

Tracy MayerBackcountry North Principal Owner

Darrel DennyEmerald Expositions SVP

Lisa Pike SheehyPatagonia VP of Environmental Activism

Joe ButlerBlack Creek Outfitters Owner

Mark SatkiewiczSmartWool President amp General Manager

Mike JoycePrimaLoft Inc President amp CEO

Jim ZwiersWolverine World Wide Inc SVP amp President-International

Rue MappOutdoor Afro Founder amp CEO

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Outdoor Industry Associations financial position remains strong with increasing revenues and a positive bottom line Overall 2015 revenue increased 11 percent over 2014 revenue with dues revenue increasing by 6 percent The number of member companies decreased from 1281 to 1245

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Thank you for another prosperous year in the outdoors We appreciate your support the faith you put in our staff and partners and the passion you bring to the outdoor industry

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Research Insights Education amp Events

Samantha SearlesDirector of Consumer Insights

Alex LemleyMarket amp Consumer Insights Coordinator

James ReinMarket Insights Manager

Brehan McDonoughEvent amp Education Services Manager

Lorna CaputoMarket Insights Manager

Michelle BiersnerDirector of Education amp Events

The Outdoor Foundation

Chris FanningExecutive Director

Stasia RainesSenior Director of Marketing amp Communications

Ivan LevinSenior Director of Programs amp Outdoor Nation

Ryan LauerDevelopment Manager

In 2015 we were able to add four full-time positions at OIAbull Market Insights Managerbull Market amp Consumer Insights Coordinatorbull Local Recreation Advocacy Managerbull Managing Content Editor

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Gordon SeaburyToadampCo CEO

Jennifer MullBackwoods CEO

Bob HoldingWaypoint Outdoor Co-Founder

Nora StowellWL Gore Global Sales LeadermdashFootwear Gloves and Accessories

Travis CampbellFar Bank Enterprises President amp CEO

Catherine WalkerREI Senior VP amp General Counsel

BOARD OF DIRECTORSThe OIA board is composed of a strong and diverse representation of the industry we serve Our directors are highly engaged industry professionals who work with passion and dedication to help individuals get outside and explore the outdoors In 2015 the OIA board voted to reduce the board size from 25 to 15 members in order to better focus our mission and decision making

Executive Committee

Directors

Todd BradleyC4 Waterman Co-Founder

Tracy MayerBackcountry North Principal Owner

Darrel DennyEmerald Expositions SVP

Lisa Pike SheehyPatagonia VP of Environmental Activism

Joe ButlerBlack Creek Outfitters Owner

Mark SatkiewiczSmartWool President amp General Manager

Mike JoycePrimaLoft Inc President amp CEO

Jim ZwiersWolverine World Wide Inc SVP amp President-International

Rue MappOutdoor Afro Founder amp CEO

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Outdoor Industry Associations financial position remains strong with increasing revenues and a positive bottom line Overall 2015 revenue increased 11 percent over 2014 revenue with dues revenue increasing by 6 percent The number of member companies decreased from 1281 to 1245

back to top

Thank you for another prosperous year in the outdoors We appreciate your support the faith you put in our staff and partners and the passion you bring to the outdoor industry

back to top

Gordon SeaburyToadampCo CEO

Jennifer MullBackwoods CEO

Bob HoldingWaypoint Outdoor Co-Founder

Nora StowellWL Gore Global Sales LeadermdashFootwear Gloves and Accessories

Travis CampbellFar Bank Enterprises President amp CEO

Catherine WalkerREI Senior VP amp General Counsel

BOARD OF DIRECTORSThe OIA board is composed of a strong and diverse representation of the industry we serve Our directors are highly engaged industry professionals who work with passion and dedication to help individuals get outside and explore the outdoors In 2015 the OIA board voted to reduce the board size from 25 to 15 members in order to better focus our mission and decision making

Executive Committee

Directors

Todd BradleyC4 Waterman Co-Founder

Tracy MayerBackcountry North Principal Owner

Darrel DennyEmerald Expositions SVP

Lisa Pike SheehyPatagonia VP of Environmental Activism

Joe ButlerBlack Creek Outfitters Owner

Mark SatkiewiczSmartWool President amp General Manager

Mike JoycePrimaLoft Inc President amp CEO

Jim ZwiersWolverine World Wide Inc SVP amp President-International

Rue MappOutdoor Afro Founder amp CEO

back to top

Outdoor Industry Associations financial position remains strong with increasing revenues and a positive bottom line Overall 2015 revenue increased 11 percent over 2014 revenue with dues revenue increasing by 6 percent The number of member companies decreased from 1281 to 1245

back to top

Thank you for another prosperous year in the outdoors We appreciate your support the faith you put in our staff and partners and the passion you bring to the outdoor industry

back to top

Outdoor Industry Associations financial position remains strong with increasing revenues and a positive bottom line Overall 2015 revenue increased 11 percent over 2014 revenue with dues revenue increasing by 6 percent The number of member companies decreased from 1281 to 1245

back to top

Thank you for another prosperous year in the outdoors We appreciate your support the faith you put in our staff and partners and the passion you bring to the outdoor industry

back to top

Thank you for another prosperous year in the outdoors We appreciate your support the faith you put in our staff and partners and the passion you bring to the outdoor industry