How Outdoor Brands Can Leverage Community, Content, and Culture to Drive Organic Growth
THE LANDSCAPE: OUTDOOR BRANDS AREN’T JUST SELLING GEAR-THEY’RE SELLING LIFESTYLE
Outdoor recreation is a $459.8 billion driver of the U.S. economy-outpacing oil, gas, air travel, and Hollywood. It fuels everything from apparel to small-town tourism. According to the latest SOBAN report, states with a thriving outdoor economy see higher migration rates, more resilient local businesses, and stronger workforce retention.
But here’s the catch: the brands thriving in this space aren’t the ones blasting generic product shots. They’re the ones telling real stories, building loyal communities, and showing up where their audience already lives on social media.
WHAT MOST OUTDOOR BRANDS ARE DOING WRONG
- Overposting with no point: More content isn’t better. Strategic content is.
- Chasing trends: You’re not a meme page. Stop marketing like one.
- Talking features, not feelings: People buy the adventure, not the jacket.
If your content isn’t connecting, your strategy is the problem with your product.
THE THREE-PILLAR FRAMEWORK: COMMUNITY, CONTENT, CULTURE
1. Community: Build Before You Sell
- Leverage user-generated content from customers who tag your gear on hikes, hunts, and overland treks.
- Highlight the real stories behind your customers. Feature them; don’t talk about yourself.
- Create rituals: Weekly photo contests, monthly gear reviews from real users, or seasonal hashtag challenges.
SOBAN Insight: Recreation counties attract more residents and higher incomes. Why? People want to live near places and brands that prioritize lifestyle.
2. Content: Post With Purpose
- Use SEO-backed content to build blog posts and YouTube videos that answer real outdoor questions.
- Create video scripts focused on real use cases, not sales pitches. (e.g., "How this pack survived a 10-mile overland trek in Utah.")
- Repurpose with intent: One blog becomes a LinkedIn article, X thread, TikTok script, and email hook.
SOBAN Insight: Activities like boating ($36B), travel ($201B), and hunting/fishing ($14B) are massive. Every content piece should align with where your gear lives in that ecosystem.
3. Culture: Align With Values, Not Virality
- Your audience cares about access, not algorithms. Talk about park access, land rights, and trail stewardship.
- Stand for something: Partner with causes, cleanups, or conservation efforts that reflect your values.
- Make them feel something: Every caption, video, or photo should make your audience want to pack a bag and hit the trail.
SOBAN Insight: Outdoor businesses succeed when they collaborate, invest in access, and uplift the communities they serve.
TACTICS TO EXECUTE TODAY
- Switch from static posts to 3-video content loops on Instagram Reels or TikTok.
- Build a LinkedIn presence that shares founder stories, gear testing breakdowns, and trip recaps.
- Use email to tell the story behind the product (who designed it, where it’s tested, why it matters).
STOP CHASING ALGORITHMS-START BUILDING BRANDS
The outdoor industry isn’t about selling- it’s about belonging. If your brand doesn’t feel like a place people want to hang out, it doesn’t matter how many hashtags you use. Organic growth isn’t a tactic-it’s a philosophy. Build community. Post with purpose. Reflect on your culture.
The rest will follow.
Giovanni Gallucci is a social media strategist and content creator based in Dallas, Texas. With over 20 years of experience, he helps outdoor lifestyle brands grow organically through storytelling, SEO-driven content, and strategic social media execution. Giovanni has worked with brands like Topo Chico, Red Bull, and the Texas Outdoor Recreation Alliance. He’s currently writing a marketing framework for outdoor brands launching in 2025.
jayme nichols is a mindful lifestyle strategist and content lead whose work sits at the intersection of wellness, outdoor culture, and honest brand storytelling. her background spans years of building community driven content across food, beverage, and active lifestyle brands, with a consistent focus on clarity over noise. jayme came up through hands on content creation, editorial storytelling, and organic social growth, learning early that the strongest brands are built slowly, through trust, rhythm, and real human connection.
she studied communications and wellness focused media, pairing formal education with practical experience in social strategy, writing, and on the ground brand work. before joining marfa strategies, jayme worked with emerging and established brands to shape voice, simplify messaging, and create repeatable content systems that audiences could actually live with. her past work reflects a long term commitment to clean label education, accessible movement, and lifestyle content that supports real life rather than trends.
at marfa strategies, jayme leads content strategy, voice development, and community centered storytelling for clients across food, beverage, and outdoor recreation. she helps brands slow down, clarify their message, and build organic systems that support sustainable growth without burnout or hype. her role blends strategic thinking with grounded execution, ensuring that every piece of content serves both the brand and the people on the other side of the screen.
follow her on instagram, tiktok, and x at @jaymelivingwell
