Earlier this year, Sport England reported an increase of more than 850,000 people getting involved in outdoor pursuits and physical activity. Its most recent Active Lives Adult Survey Report, which covers the period between November 2024 and November 2025, shows that 64.6% of adults (30.9 million people) met the Chief Medical Officers’ guidelines of doing at least 150 minutes of physical activity a week.
As a specialist outdoor PR agency, we love to be outside, keeping up with changes and seeing how brands engage with consumers. Whether we’re up a mountain, on the water or out on a simple walk, being outside and amongst nature helps us connect, refresh and reset.
Is it just us? What about the rest of the world?
We seek connection
Ever since Covid-19 rocked our worlds, there is a heightened need for connection. Whether it’s with other people, places or nature – we want to feel something and experience the IRL (in real life) connection of being with others. Screens and tech helped us through some of the hardest and most uncertain years, but those restrictions quite so demanding now.
Events and meetings can be held in-person and the need is very real. Particularly across the outdoor sector, we see people coming together to hike, to explore and discuss campaigns and plans, because we get some much more than from a screen. Just look at the OIA’s recent Outdoor Trade Show – so many people turned up to network & reconnect. Which leads me on to…
Community
The power of sharing experiences, challenges and successes together is exponential.
Whether you need someone to share the load or problem solve with, or even to celebrate with, your community are your biggest cheerleaders and champions. And particularly when it’s a group within the same industry, the insight and passion can help you find the best route forward.
We’ve seen the rise of community run clubs, hiking groups and even actual book clubs (sign me up!) and there is a very simple reason for this. We want to share the experience with someone. Helly Hansen did some research into why we love to share the experience of doing something we love, with 67% of the British public reporting to prefer to share their favourite activities with at least one other person – whether it’s a partner/family (42%), friend/s (33%), child(ren) (28%) or in a group (27%) – highlighting the powerful role that shared experiences play in getting people moving and motivated to get outdoors.
Dr Abi Tarran-Jones, Clinical Psychologist and Founder of The Outdoor Psychologist Ltd, a specialist in Nature-Based Outdoor Therapy, further explained this, “The survey by Helly Hansen illuminates a fundamental aspect of human well-being: our deep-seated preference for shared experiences, particularly when engaging in recreational activities. Indeed, our fundamental ‘need to belong’ is a cornerstone of human motivation, driving much of our desire for connection – a drive profoundly amplified by nature’s inherent restorative power. And, sharing these experiences goes beyond mere presence, it’s about the co-creation of memories and shared meaning, and the amplification of positive emotions.”
Whilst we have a desire for connection outdoors, not everyone is able to experience this – for a number of reasons.
Sport England claims that the progress in participation however is not being felt equally. Depending on geographical location, socio-economic circumstances, gender and ethnicity all still have a significant impact on how likely adults are to be active.
Kit doesn’t have to be new to be new to you
Another of the recognised barriers from the Helly Hansen research is money. Not being able to afford the designer brand or the most expensive trainers used to be a reason not to go. But that is not as rife these days. We are much more savvy with how money is spent, especially in the outdoor sector, and therefore the consumption cycle gets bigger – we donate our damaged products, we get them fixed (or fix them ourselves) and share kit between friends. More brands are offering repairs, hosting pop up “care and repair” stations at events, and donation points. And this is such a good thing!
A recent post from someone I follow, @hikewithkate_, talked about this in detail and how the goal should never be about more, but about building memories and being able to still use your kit in years to come. But if it does the job, keeps you warm, dry and protected on your hike / swim / adventure, then it doesn’t need to be replaced. (Side, we know there are often new pieces, new tech and new-ness that we all love, and that’s ok too!)
The influence of social media
As we well know, influencers are a very powerful channel for sharing their favourite products, brands and “life hacks”. And for those of us – most of us? – who follow a few key accounts, when they start a new hobby or head out to try a new hike or place to explore, we’re invested and listen to their feedback.
Ask yourself: How often have you visited a place an influencer suggested? How often have you looked up a product they recommended? (Whether or not the post is marked with an #AD or #PRGIFT)
So, bringing this back to the outdoor space… What we’re seeing is our “friends” going out with a friend, their children or their partners, and having the best time. As we all grow (and get older), we see the real value of enjoying our lives, enjoying the space around us and simply getting outside to explore it. And the pictures are an added bonus for the grid too!
The new / old trend of “bring present”
Amidst the tech, the noise and the chaos of daily life, there’s also a trend of being present. Being content with life and making the most of where you are – physically and mentally – and enjoying it. Not waiting until we have more money to explore, to find a friend to go with or waiting for the weather to improve.
With the right planning, kit and knowledge, we can go and explore the new hike, try out the new hobby and / or new (new to you) kit. We need to stop waiting for “the right time” and make that time, now.
The outdoor space is such an inclusive, non-judgemental and peaceful place to be. For me, it’s often where I can clear my head (and ease the headache), regain control and organise my thoughts – whether it’s walking the dogs in the woods behind my house or up a mountain in Scotland. And it’s one of the most fabulous sectors to be working in.
If you need some creative outdoor inspiration, or work for a brand in the sector that needs some marketing support, reach out: hello@adpr.co.uk – we’re a fun bunch!
You can read the full report from Sport England, here: www.sportengland.org/news-and-inspiration/england-getting-more-active-not-everyone-benefiting
Image Credits: Canva