In an effort to put research into practice and grow participation in outdoor recreation, Outdoor Industry Foundation released “Getting Women Active,” the first installment in the Toolkit for the Trade series. “Getting Women Active” is a toolkit filled with practical research case studies and tips for growing the women’s segment of outdoor recreation across all channels including nontraditional areas such as RV enthusiasts and hosted campgrounds.

“The Toolkit for the Trade series turns our extensive research into tangible actions for the entire outdoor trade to grow participation,” said Frank Hugelmeyer, President of the Outdoor Industry Association. “The toolkits are designed to help any interested party reach out to untapped segments of the market. In concert with other OIF outreach initiatives, our goal is to make outdoor recreation the number one leisure activity by 2015”

“Getting Women Active” includes:

  • 4 case studies covering a diverse group of specialty retailers. Each case study highlights techniques for increasing participation among women in outdoor activities and tailoring the retail environment to meet the needs of women.
  • Sharon Leicham Booklet’s on how to create a “Women Friendly Store” and “Marketing and Promotions” to and for women.
  • Research tracking participation, attitudes and purchase behaviors among women with a tip sheet on turning data into tangible actions.
  • CD of successful regional ads and retail shop photos from around the country.
  • Newsletter by expert marketer Lisa Johnson on Visible vs. Transparent marketing.

The toolkit will be released at Outdoor Industry Association’s Industry Breakfast sponsored by Smartwool, kicking off Outdoor Retailers Winter Market in Salt Lake City on January 29, 2005. In addition to “Getting Women Active,” Outdoor Industry Foundation will release a toolkit for the youth market later this year. When completed, the Toolkit for the Trade series will have toolkits focusing on women, youth, Hispanic, and single 45+ segments.

For your copy of Getting Women Active, or to view the extensive research that the toolkit is based on, contact Michael Lee at 303 444 3353 ext 216 or mlee@outdoorindustry.org.