The New Outdoor Model: Post-Pandemic Trends and Opportunities

Data on outdoor “is painting a picture of a consumer base in transition,” according to Kelly Ann Davis, head of research for the Outdoor Industry Association and Outdoor Foundation. Join Kelly and Brad Garmon, Senior Strategic Advisor & Executive Director of the Michigan Outdoor Recreation Industry Office, to talk about the changing demographics in the outdoor space, including the changing face of “core outdoor” enthusiasts, the rise of the “casual” consumer, and opportunities to connect more people to outdoor careers and create experiences that offer mental and physical health to a broader cross section of the recreating public.

About the Presenters

Brad Garmon

Brad Garmon is the Senior Strategic Advisor & Executive Director of the Michigan Outdoor Recreation Industry Office, a position he’s held since the Office was announced in September 2019. He served as chair of the national organization of state outdoor recreating office directors — the Confluence of States — in 2022 and currently facilitates the organization’s data working group. Prior to this post, Garmon spent 18 years in a variety of conservation and environmental policy positions, focused on stewardship of the Great Lakes, sand dunes and forests of the state and building stronger connections between outdoor recreation, economic development and natural resource management. He has held appointed positions on the Michigan State Parks and Outdoor Recreation Blue Ribbon Panel and the Pigeon River Country Advisory Council and served on the Michigan State Parks Advisory Council’s Finance Subcommittee, Michigan’s Sense of Place Council, and the boards of the Community Economic Development Association of Michigan, Michigan Mountain Biking Association, and the Michigan Trails and Greenways Alliance. Garmon is a trail runner, camper, mountain biker, and aspiring fly fisherman, as well as husband and proud father of two outdoorsy kids.

Kellyann Davis

Kellyann Davis has extensive experience in research and analysis across various industries. Kellyann currently serves as the Director of Research at the Outdoor Industry Association. Before that, they worked as the Cross Country Ski Areas Association Research Director. In addition, Kellyann held the position of Senior Director of Research at the Aircraft Owners & Pilots Association Limited, where they focused on general aviation research and data collection. Kellyann also has experience in the snow sports industry, having worked as the Director of Research at SnowSports Industries America and as a Snow Reporter at Liberty Mountain Resort. Earlier in their career, Kellyann founded and served as the President of BlackSand Research, specializing in social media trends analysis and business intelligence consulting. Kellyann also worked as a Knowledge Management and Business Intelligence Specialist at the National Institute of Standards and Technology and as the Director of Research at WarRoom Research.

Kellyann Davis has a strong educational background in the field of political science and policy analysis. Kellyann received their Bachelor of Arts degree in Political Science with a specialization in Quantitative Analysis from the University of Arizona in 1990. Kellyann further pursued their academic interests and obtained a Master of Arts degree in Policy and Empirical Methods from the University of Hawaii at Manoa in 1993.