The Summit at Overland Expo West: Reflections from a Growing and Evolving Industry
Last month, a group of overlanding industry leaders gathered at the Pepsi Amphitheatre in Flagstaff, Arizona, for The Summit at Overland Expo West. Designed as a focused, high-value event for industry professionals, the Summit was not just a space for connection but a lens into the present and future of overlanding, one of the fastest-evolving categories in outdoor recreation.
The event opened with a casual networking evening on May 14. Attendees arrived, greeted by a relaxed campfire atmosphere and reconnected with colleagues, partners and collaborators over shared meals and stories. With a dinner provided by Overland Cookery and the shade of the surrounding pines setting the tone, the evening served to build rapport ahead of a more strategy-focused day.
The main programming began the next morning with a keynote from Lindsay Hubley, former owner of Overland Expo, who unveiled the 2025 Overland Industry Report. Drawing from four data sources, the report painted a clear picture of the overlanding landscape:
- The U.S. overlanding community has surged to over 12 million participants in 2025.
- Growth is primarily driven by Gen Z and millennial consumers, especially those new to overlanding but passionate about long-term off-grid travel.
- Important to note: The report identified intermediate overlanders with 1-5 years of experience as the new core audience. These consumers prioritize brand reputation over price and plan consistent vehicle upgrades.
- Trucks and SUVs dominate, and 80% of respondents plan new modifications within the next year.
- While online remains the top shopping channel, in-person expos remain critical for brand trust and purchasing decisions.
The audience’s response to the data was immediate and engaged. A wide range of thoughtful questions followed, many focused on segmentation and behavior progression. Attendees wanted to know more about regional differences in modification trends, how resale markets influence upgrade cycles and the product lifecycle, and whether there’s a clear timeline for how long it takes for a beginner to become an expert overlander. Other conversations explored how gear installation needs might affect where people shop, how airport access impacts expo attendance and what kinds of terminology consumers are using to self-identify whether as “overlanders,” “casual campers” or “adventure rig owners.” This helps brands better understand geographic nuances and how to better market to consumers.
Overland Expo plans to share the 2025 Overland Industry Report and use it as a baseline for further market research. The report is a testament to the organization’s commitment to helping its stakeholders by identifying and distilling industry trends.
Following the report, Josh Ehren, vice president of marketing at Storyteller Overland, shifted the conversation toward storytelling and brand connection. His presentation on community marketing was a passionate argument for trust, relevance and relationship-driven growth. Citing data that shows over two-thirds of consumers distrust online ads, Ehren encouraged brands to move beyond performance marketing and start thinking in terms of belonging. He offered a straightforward framework for building brand communities rooted in shared values, transparent communication and long-term emotional investment. “Tell your story so your audience can tell theirs,” he urged. His message resonated deeply: authenticity is a competitive advantage in an industry built on trust and trail-tested experience.
The day concluded with a dynamic panel titled “The Full Circle,” which brought together voices from across the product and consumer journey. Panelists included Ryan Guay of FLATED, Jim Oostdyk of OK4WD, Mark Han of OVR Magazine and Owen Mesdag of Dometic. The discussion covered everything from idea generation and product testing to market gaps and cross-functional collaboration.
Panelists spoke candidly about the tension between aspiration and practicality. While social media has played a significant role in overlanding’s growth, it’s also created pressure to over-curate and oversell. Guay and Mesdag highlighted the importance of solving real-world problems rather than designing gear for optics. Han noted that the media has a responsibility to help consumers filter through noise, and Oostdyk pointed out that product education and retailer training are important in building trust. As one panelist said, “The customer is trying to build a lifestyle. We need to work together to make that lifestyle easier to access, understand and trust.”
That sentiment captured the spirit of the entire Summit. This wasn’t just an event to exchange business cards, it was a moment for the industry to pause, reflect and reorient. The conversations that took place weren’t always polished, but they were honest. And in that honesty, there was momentum.
The overland space is changing. It’s growing, diversifying and maturing. And while the tools, vehicles and platforms may evolve, the core remains constant: a desire for freedom, challenge, community and connection. The Summit at Overland Expo West reminded those who attended that this industry isn’t just about where we’re going. It’s about how we get there and who we bring along for the ride!