Winnebago Industries’ Annual Spotlight Survey found that 52 percent of women plan to increase their outdoor activities in 2025—a six-point jump from last year, with over half (55 percent) spending six hours or more outside each week.
Overall, 89 percent of women will at least maintain their outdoor activity level in 2025. Winnebago said this survey highlights how women are prioritizing time in nature and embracing the mental and physical health benefits it brings.
“It’s inspiring to see more women recognizing the power of the outdoors and its positive impact on health and well-being,” said Amber Holm, chief marketing officer at Winnebago. “From empowerment to connection to a sense of freedom, spending time outside delivers meaningful benefits for everyone. That’s why at Winnebago Industries, through innovative products and meaningful partnerships, we’re breaking down barriers so all people, especially women, can get outside and thrive.”
Now in its fifth year, the Winnebago Industries Spotlight Survey examines trends in the outdoor industry and consumer behavior. Building on last year’s data about growing outdoor participation, the RV and boat manufacturer examined the benefits and barriers to increasing women’s participation in the outdoors for 2025.
The Power of the Outdoors
This year’s survey found that being in the outdoors is a path to well-being. Among the surveyed participants who plan to increase their time outside in 2025, the top motivators are staying active (56 percent), improving overall health (54 percent), reducing stress (52 percent), and boosting mood (48 percent). These benefits resonate across generations, though each age group brings its own perspective. Baby Boomers are especially drawn to the physical health benefits, while younger generations—Gen Z and Millennials—view outdoor experiences as a means to build self-reliance, gain perspective, and learn new skills.
What’s Holding Women Back?
Despite the growing enthusiasm, the survey found that barriers still exist, with 90 percent of women reporting at least one obstacle to participating in outdoor activities. Chief among them is safety, with many respondents feeling uneasy venturing out alone. Social dynamics also play a role. The number of women reducing outdoor time because family members are not interested has doubled since 2022. For some, a lack of experience or knowledge remains a hurdle.
Creating a More Inclusive Outdoors
The survey found that connection and reassurance are key factors in helping women engage with the outdoors. Over half of respondents (52 percent) said they would be more likely to participate if they could with a loved one or friend. Others pointed to the need for better safety measures, with 18 percent of respondents saying that they would spend more time outdoors if they felt safer or had more guidance.
“Community, safety and education are critical factors in the enjoyment of outdoor recreation,” said Holm. “As an outdoor industry, it’s time for us to unite and ensure that every woman feels welcome, safe, and empowered in the outdoors. By breaking down barriers and building inclusive spaces, we can create a future where women not only participate—but lead—in shaping the outdoor experience for generations to come.”
Winnebago Industries conducted its Annual Spotlight Survey Spring 2025. The sample size consisted of 1,000 U.S.-based female adults ages 18 and older.
Winnebago manufactures motorhomes, travel trailers, fifth wheels, power boats, and pontoons. Its brands include Winnebago, Grand Design, Chris-Craft, Newmar, and Barletta.
Image courtesy Sea to Summit
