Getting Active Outdoors Final Report

Report commissioned by Sport England and produced in partnership with the Outdoor Industries Association. The research looks at the outdoors activity market, its scale, stakeholders, trends, motivators and barriers to participation. The report identifies eight market segments: Explorer, Thrill Seeker, Learner, Adventurer, Freestyler, Fitness in Nature, Challenger and Tribe Member. Participation in outdoor activities has risen 3% in the last year across sky, snow, mountain, countryside, urban and water. The report details the sustained participation motivators, namely; to spend time with family, have fun with friends, enjoy scenery, fresh air and weather and an alternative to traditional sport seen as a 'lifestyle sport'. It also details the most common barriers to outdoor participation and the typical ‘outdoors participant profile’.