When you’re running a business, especially in sectors like outdoor lifestyle or marine, you know it takes more than a solid product to stand out. The best founders go beyond sales – they build communities. It’s those communities that fuel sustainable, long-term growth.
In a world full of algorithm-chasing and short-term hacks, genuine connection cuts through. Your customers want more than transactions. They want to belong.
That’s especially true in the active lifestyle space, where values, purpose, and passion play a huge role in purchasing decisions. People don’t just want to buy outdoor gear. They want to align with brands that get them, that share their love for adventure, freedom, and the great outdoors.
The fact is, community-led brands are often the ones that gain the most loyalty, advocacy, and earned visibility. They’re not shouting into the void. They’re starting conversations with a well-defined and engaged audience.
By not just pushing products, the brands doing it well are inviting people into a movement. They do this by:
- Championing real stories from their customers and teams.
- Sharing knowledge freely.
- Engaging in two-way conversations on social media, not just curated highlight reels.
- Hosting events or challenges that bring people together, virtually or in person.
- Showing up consistently, not just during product launches.
The result is that their customers become advocates, they tell friends, they come back, and they care.
If you’re a founder trying to grow your business, you might think this kind of community building is reserved for the big brands with deep pockets and dedicated teams. But it doesn’t have to be. In fact, you’ve got an edge.
You are the brand. People connect with people, especially when they’re real, relatable, and passionate. That means showing up as yourself, sharing behind-the-scenes moments, talking openly about the wins and the challenges and creating space for your audience to share their experiences too.
Start small:
- Post consistently on LinkedIn with personal insights (not just polished updates).
- Launch a monthly newsletter with useful tips and stories from the field.
- Feature your customers. Celebrate their stories. Make them feel seen.
- Ask questions. Encourage feedback. Create dialogue.
The tools are there; you just need the mindset.
At ADPR, we believe connection is the key to growth. It’s what we help our clients create every day – especially those in sectors where passion runs deep and the outdoors is more than just a backdrop.
If you’re trying to compete against bigger brands, building a strong, values-led community is one of the smartest moves you can make. It’s authentic. It’s long-term. And it pays off in customer trust, brand equity, and real business results.
So next time you’re thinking about how to grow your brand, don’t ask: How do I get more customers? Ask: How do I build a community people want to be part of?
Take a look at how we helped Helly Hansen build powerful brand connections and grow its community through smart, story-led PR. Read the case study here.