What National Parks Make Possible for Outdoor Recreation
National parks are some of the most recognizable outdoor destinations in the country, but their impact extends far beyond the people who visit them each year. They give people places to camp, hike, fish, explore and try something new. Around those experiences exists an entire outdoor economy made up of manufacturers, retailers, guides, outfitters, hospitality businesses and local communities. For some visitors, a trip to a national park may also be their first real introduction to an activity that eventually becomes a lifelong pursuit. For National Park Month, we wanted to look at these places from the perspective of the industry
Why Messaging On Sustainability In The Outdoor Industry Is Changing
For years, sustainability in the outdoor industry lived primarily inside marketing campaigns. Brands highlighted recycled materials, conservation partnerships and environmental commitments as a way to connect with consumers who cared about protecting the outdoors. Those efforts still matter, but the conversation is changing. Today, sustainability is becoming less about what brands say and more about what they can prove. Retailers are asking tougher questions, and consumers want more transparency. Governments around the world are introducing new regulations that require greater accountability around sourcing, manufacturing and environmental impact. Sustainability is no longer just a communications strategy; it's becoming part of how products are
Consumer Behavior Trends In 2026 That Leave Customers Wanting Products That Make Them Feel Better
Something fundamental has shifted in how people buy, and it’s at the center of consumer behavior trends 2026. For years, product marketing centered on performance, features and price. Brands focused on what a product does, how well it works and why it’s better than the alternative. That approach still matters, but it’s no longer enough on its own. Today’s consumers are making purchasing decisions based on more than just product performance. They’re looking for brands that align with their values and support how they want to feel. Wellbeing has already expanded beyond physical health to include emotional balance, authenticity, joy and
How Weather Could Shift Spring Bird Migration in 2026
Every spring, millions of birds begin one of nature’s most remarkable journeys, traveling thousands of miles from their winter habitats to breeding grounds across the United States and Canada. Between weather patterns, temperature changes and seasonal conditions, bird migration doesn’t follow a perfect calendar, and all these factors play an important role in determining when birds begin moving north. As we move into spring bird migration in 2026, scientists and wildlife observers are already watching weather patterns closely. Warmer winter temperatures in some regions and major late-season storms in others could influence when birds migrate, where they stop along the way
Lessons From SHOT Show: How Regulated Brands Must Adapt to Win
Written by Dan Kahn, CEO of TREAD Agency Three weeks ago I was in Las Vegas for the SHOT Show, and now that I have been back for a few weeks, it is clear the industry marketing for regulated brands is in a different place than it was even a year ago. I’ve attended SHOT many times in different capacities. Most years, I am there representing TREAD Agency. One year, I attended as media for “Only The Strong Survive,” using the podcast as a way to have deeper conversations with leaders in the firearms and outdoor industries. This year was a first
Outdoor Growth Opportunities for Brands in 2025
The 2025 Outdoor Participation Trends Report from the Outdoor Foundation and Outdoor Industry Association highlights record-breaking outdoor growth opportunities for brands. In 2024, participation in outdoor activities climbed to 181.1 million Americans. This growth represents more than a larger audience for outdoor brands, manufacturers and retailers. It should be seen as a shift in the marketplace for better strategies and more targeted engagement. Two Key Audiences to Watch are the Youth and Seniors Last year, youth participation jumped 5.6%, while seniors saw a 7.4% increase. Seniors have more than doubled their outdoor involvement over the past decade. Families are also driving momentum, with
Salmonfly Survival in Western Rivers and Why It Matters
At the recent Madison River Valley event hosted by the Madison River Foundation, vital research was shared by Dr. Lindsey K. Albertson on the status and future of the giant salmonfly (Pteronarcys californica), a keystone insect whose survival in western rivers is critical. Here’s what we learned about its ecology, challenges and why salmonfly survival in western rivers matters to all of us. Why Salmonfly Survival in Western Rivers Is Critical The giant salmonfly (Pteronarcys Californica) is one of the most important aquatic insects in western North America’s rivers. These large stoneflies spend years underwater before emerging in early summer, providing a
Strengthening Connections: The onWater Fish and Warriors & Quiet Waters Partnership
In 2024, the outdoor fishing community witnessed an inspiring collaboration between onWater Fish and Warriors & Quiet Waters (WQW), two organizations dedicated to enhancing the lives of veterans through their shared passion for fishing. This partnership, which officially took flight in early 2024, highlights the power of community and the profound impact of connecting veterans with nature. onWater Fish: Revolutionizing Fishing Access onWater Fish is a groundbreaking app designed to enhance the fishing experience for anglers everywhere. By providing real-time maps, fishing conditions and a comprehensive database of water bodies, onWater Fish empowers users with the tools they need to make the
Pioneering Peaks
The outdoor industry is all the hype these days, but the reality is the hype is real. Since we specialize in the outdoor industry, we at TREAD Agency have seen the growth even over the last year. The U.S. Department of Commerce recently released a report that echoes that sentiment, noting the growth and economic output the outdoor industry has had, proving that it really is all that it's talked up to be. The U.S. Department of Commerce's recent assessment of the outdoor recreation industry's economic impact paints a compelling picture of its significance on a national scale. Revealing a staggering
America’s Outdoor Recreation Act (AORA) Reintroduced To U.S. Senate
The outdoor industry celebrated the recent reintroduction of America’s Outdoor Recreation Act (AORA) to the U.S. Senate.