The COVID-19 pandemic reshaped numerous aspects of daily life, but one of its most enduring impacts has been on the outdoor sports and recreation sector. During lockdowns, activities like golf, fishing, and pickleball saw unprecedented growth as people sought safe, socially distanced ways to stay active. By the end of 2023, outdoor participation in the United States had soared to a record 175.8 million people—57% of all Americans aged six and older, according to the Outdoor Industry Association. This surge has not only highlighted a persistent enthusiasm for outdoor activities but also uncovered significant opportunities for technological innovation.
A Paradigm Shift in Outdoor Recreation
Before the pandemic, the outdoor recreation industry was often characterized by traditional, outdated practices. Booking was frequently done over the phone, transactions were handled with cash, and the gear market was dominated by long-established brands. However, the pandemic accelerated a shift towards digital solutions, revealing numerous gaps ripe for innovation.
The digital transformation of the outdoor recreation industry has given rise to a new wave of entrepreneurial activity. Startups are now leveraging technology to enhance every aspect of the outdoor experience, from booking systems to gear and equipment. Here are some key innovations that are transforming the industry:
1. Revolutionizing Booking Systems
Benjamin Lazarov, co-founder and CEO of AnyCreek, exemplifies how the pandemic has inspired innovation in outdoor recreation. Lazarov’s idea for AnyCreek—a comprehensive booking and back-end software solution for fishing and hunting guides—originated from his frustration with outdated booking methods. In 2022, while attempting to book a hunting guide in Vermont using a list of phone numbers, Lazarov realized that the process was antiquated compared to the digital conveniences that had become ubiquitous during COVID-19.
He noted, “Everything else had moved online during COVID-19, so why was I still trying to book a guided hunt over the phone?” This insight led him to leave his role at Compass and launch AnyCreek. The startup caters to the growing demand for digital convenience by enabling guides and clients to book services seamlessly online.
Mallard Bay is another startup capitalizing on the digital shift. Launched in 2019, Mallard Bay saw its platform for hunting and fishing guides grow significantly post-lockdown. The company’s user base expanded from 19 guides to over 100, reflecting a robust demand for online solutions in the outdoor sector.
2. AI-Driven Solutions for Sports
The rise in interest in sports such as golf has spurred technological advancements aimed at improving the user experience. Loop Golf, founded to streamline the process of finding and booking tee times, addresses the challenges posed by the influx of new golfers. Co-founder and CEO Matthew Holden developed Loop Golf to tackle the difficulties of securing tee times amidst heightened demand. “The increase in new golfers made it increasingly difficult to find a tee time,” Holden said. His startup automates the booking process, alleviating the frustration of finding available slots and saving time for golfers.
3. New Gear for a New Generation
The increased interest in outdoor activities has not only transformed booking systems but also created opportunities for innovation in sports gear. Venture-backed startups such as Eastside Golf and Malbon Golf are redefining the golf apparel market. These companies cater to a new generation of golf enthusiasts who seek modern, stylish gear that contrasts sharply with traditional designs. Similarly, startups like Nettie and Recess are creating contemporary pickleball paddles that break away from the sport’s outdated aesthetics.
These innovations reflect a broader trend towards modernizing outdoor gear to meet evolving consumer preferences and lifestyles.
4. Investment in Sports Tech
The growing interest in sports tech has captured the attention of venture capitalists. Investment in the sector has seen dramatic increases, from $48.60 million in 2019 to $949.26 million in 2021, according to PitchBook. Despite a downturn in 2023, with funding falling to $189.71 million, this still represents a 290% increase over pre-pandemic levels.
Scott Holloway, managing partner at Starting Line and investor in AnyCreek, notes that the pandemic has heightened consumer expectations for technology-driven experiences. “People, especially younger generations, are increasingly looking to spend more money on experiences rather than physical things,” Holloway said. This growing investment underscores the belief that the outdoor recreation industry is well-positioned for ongoing innovation and expansion.
5. Persistent Opportunities for Innovation
Despite significant progress, there remains substantial room for further technological advancements in the outdoor recreation sector. Many rental services for equipment like canoes and kayaks, as well as providers for activities such as archery and ziplines, continue to operate with outdated technology. These businesses have yet to fully embrace the digital transformation that has reshaped other industries.
Holloway emphasizes the vast potential for innovation within this space. “The market is massive,” he said. “As Marc Andreessen famously said, ‘software is eating the world,’ but this is one of the last pieces of consumer spend that software hasn’t eaten.” The opportunity for startups to enhance outdoor experiences through technology remains significant.
In conclusion, the pandemic has catalyzed a profound transformation in outdoor sports and recreation, sparking a wave of technological innovation. From modern booking systems and AI-driven solutions to new gear and increased investment, the industry is undergoing a significant evolution. As consumer expectations continue to shift, entrepreneurs and investors are well-positioned to capitalize on the opportunities to further enhance and revolutionize outdoor activities.