A new statewide survey of 100 Maine-based outdoor companies and organizations offers fresh insights into the state’s $3.4 billion outdoor recreation economy. In collaboration with Maine Outdoor Brands (MOB) and the Maine Office of Outdoor Recreation, the 2025 Workforce Needs and Assessment Survey is expected to highlight the growing demand for talent across the sector – particularly in guiding, customer service, and leadership roles. The report highlights Maine’s position among the Top 10 states for outdoor recreation employment, while also uncovering ongoing challenges in attracting and retaining talent.
Administered by the Survey Research Center at the Catherine Cutler Institute for Health and Social Policy at the University of Southern Maine, this survey is a follow-up to the 2021 Workforce Needs Assessment Survey Report. The results indicate that the outdoor industry is working to meet the growing demand, while simultaneously facing barriers that training, policy and investment could help address.
“This new data gives us a clear line of sight,” said Jenny Kordick, executive director, Maine Outdoor Brands. “The demand is there. The outdoor sector is ready to hire and is invested in sustained economic growth, but we need cross-sector solutions to tackle housing, raise awareness, and build stronger pathways from school to first jobs to career.”
The study’s report notes that 43 percent of employers report being understaffed, and 57 percent expect to increase hiring over the next four years. The majority are open to hiring underqualified candidates if they are supported by internal training.
“Many prioritize the skillsets of teamwork, communication, and problem-solving,” the report summary said. “Small businesses make up a majority of the outdoor industry in Maine, which supports more than 30,000 jobs across manufacturing, design, engineering, sales, guiding, and more. Outdoor recreation accounts for 3.7 percent of Maine’s economy–one of the highest rates in the country, according to the federal Bureau of Economic Analysis.”
Cullen McGough, director of communications at Chewonki and member of MOB’s Workforce Advisory Board, noted that in Maine, working in the outdoor sector isn’t just about being a guide on the water or in the woods — it’s about being part of a community that values connection to the outdoors in every role.
“Whether you’re leading campers on a trail, shaping stories in marketing, or keeping the books balanced in accounting, the work is deeply fulfilling because it supports experiences that get people outside and engaged with nature,” McGough said. “The challenge is finding and retaining talent in all of these areas, but the reward is knowing your work contributes to something bigger than yourself—the health and vitality of Maine’s outdoor heritage.”
The study’s report stated that more than half of new hires in Maine’s outdoor industry are under 35, and nearly half of employers’ report being understaffed, pointing to strong demand across the sector. Fifty-three percent of respondents reported that hiring has improved over the past two years. Flexible scheduling and work–life balance reportedly remain the top recruitment tools, setting the outdoor sector apart and appealing to the next generation of workers.
“By identifying where the greatest opportunities — as well as challenges — lie, this report provides an overview for collective recruitment and training efforts to ensure a stronger, more sustainable workforce for Maine’s outdoor economy,” said Jenny Kordick, executive director, Maine Outdoor Brands. “Ensuring the long-term health and growth of Maine’s outdoor recreation economy will depend on effectively addressing these workforce challenges. We look forward to working with our members and partners around the state to attract and train the talent that our industry needs to grow and thrive.”
Tangentially, the Maine Outdoor Recreation Roadmap was released earlier this year, identifying trends, challenges, and opportunities for growth and diversification in the rapidly growing and changing outdoor industry. As a collaboration among industry, communities, government, and higher education, the roadmap aims to serve as a resource that guides collaborative action to build infrastructure, invest in workforce and business development, and communicate the full value and potential of Maine’s outdoor recreation economy.
Full results from the 2025 survey are available here.
Image courtesy Portland Paddle / Maine Outdoor Brands
