Adam Ketcheson on the Future of Outdoor Retail
At the recent KORE online Speaker Series, outdoor industry veteran Adam Ketcheson detailed 5 key trends that are reshaping the world’s outdoor retail markets.
Outdoor industry veteran Adam Ketcheson recently shared his insights on navigating the rapidly evolving outdoor retail sector as part of the KORE Outdoors Speaker Series. The series is a platform for industry leaders to discuss pivotal trends and strategies and Adam brought his unique perspective to the fore, captivating a large online audience of outdoor enthusiasts, entrepreneurs, and professionals.
Adam’s career in the outdoor retail industry spans over two decades, with notable roles at iconic brands such as The North Face, Arc’teryx, Salomon, and MEC. From building global marketing strategies to rebranding major corporations, Adam’s expertise lies in understanding consumer behaviour, fostering innovation, and scaling businesses is a sustainable way. Beyond his professional achievements, Adam is an avid outdoorsman and family man, rooted in his passion for connecting people with nature.
In this presentation, Adam outlined five key macro trends that are reshaping the world’s outdoor retail markets. He detailed the challenges ahead, as well as the opportunities, emphasizing the need for adaptability and forward-thinking strategies. Below are five takeaways from his talk.
1. Climate Change: A Growing Reality
The impact of climate change is undeniable, particularly in the outdoor industry. Adam recounted real-life examples from his time at MEC, where extreme weather disrupted operations, from washed-out highways hindering supply chains to smoky summers deterring outdoor activities.
These shifts aren’t just environmental but economic, directly affecting inventory management and sales. As weather patterns grow increasingly unpredictable, businesses must prepare for ongoing disruptions. This means investing in resilient supply chains, prioritizing sustainable practices, and rethinking inventory strategies to navigate an ever-changing climate landscape.
2. Digital Acceleration: Transforming Retail
COVID-19 drastically accelerated digital adoption, especially in retail. Adam described this as a “supercharged” shift, with consumers embracing e-commerce and mobile transactions more than ever. As of today, mobile devices drive over half of all e-commerce transactions, emphasizing the need for seamless mobile experiences.
For retailers, this digital evolution isn’t optional; it’s essential. Brands that once lagged in online capabilities are now fierce competitors, leveraging platforms like Shopify and marketplaces like Amazon. To succeed, businesses must refine their digital strategies, optimize for mobile users, and stay ahead of technological advancements.
3. Demographic Shifts: Understanding New Generations
The rise of Millennials and Gen Z is transforming consumer behaviour. These tech-savvy generations value community, authenticity, and innovation. Adam challenged stereotypes that younger consumers avoid high-end products, pointing to their willingness to invest in quality gear when it aligns with their passions and values.
Millennials and Gen Zs are digital natives but also appreciate in-person retail experiences, expecting brands to excel in both arenas. To capture their loyalty, businesses must craft products and experiences that resonate culturally while staying true to their core values.
4. Overcrowded Markets: The Fight for Survival
The outdoor retail sector faces a proliferation of brands, creating an intensely competitive landscape. Adam highlighted the ultralight tent market as an example, where dozens of brands vie for consumer attention. This saturation benefits consumers but puts enormous pressure on businesses.
To thrive, brands must differentiate through innovation and storytelling. Companies that fail to stay relevant risk becoming “zombie brands” — they exist without truly thriving. Strategic consolidation, niche focus, and community engagement are crucial for standing out in a fragmented market.
5. The Power of Social and Community Engagement
Adam emphasized the growing influence of social commerce and community-driven marketing. Drawing inspiration from Chinese platforms like Little Red Book, he encouraged businesses to blend e-commerce with community engagement to build lasting connections with their audience.
Locally, he cited examples like Norda, a Canadian trail-running brand, which collaborates with retailers and organizes group workouts to foster community. Globally, brands like Ciele Athletics gain traction by hosting events around major marathons, creating memorable, localized experiences while maintaining a consistent global identity.
In conclusion, Adam Ketcheson’s presentation underscored the need for businesses to embrace change proactively. From addressing climate challenges to leveraging digital tools and engaging diverse demographics, success lies in adaptability and a deep understanding of emerging trends.
As industries evolve, the key takeaway from Adam’s talk is to prioritize authenticity, innovation, and community. By staying connected to consumer needs and embracing new opportunities, businesses can navigate uncertainty and thrive in a competitive world. This KORE Outdoors Speaker Series session was a powerful reminder that change isn’t just inevitable—it’s an opportunity for growth.
