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• 6 min read
• Published on 25 July 2025
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View the full Basket:Great Outdoors Fund
Let’s be honest. For years, the British approach to the great outdoors involved a leaky tent, a questionable thermos, and a profound sense of stoicism in the face of drizzle. Our American cousins, however, have turned it into something else entirely. They’ve transformed a weekend hobby into a colossal, multi-billion dollar industry. And frankly, as an investor, I find that far more interesting than soggy sandwiches.
What started during the lockdowns, this mad dash for the hills, wasn't just a fleeting phase. It seems millions of people discovered that fresh air is rather pleasant, and they’ve kept the habit. The outdoor recreation economy in the US is now a behemoth, and the smart money isn’t just following the hikers, it’s looking at what they’re wearing, carrying, and driving.
The real story here is the move to premium. We’re no longer talking about a cheap plastic cooler from the local supermarket. We’re talking about YETI, a company that has somehow convinced a generation of people that a cool box can be a status symbol worth hundreds of dollars. To me, that’s not just clever marketing, it’s a masterclass in creating a brand that people want to be a part of. They aren't just buying a product, they're buying an identity, and that kind of loyalty could translate into pricing power that other consumer brands can only dream of.
View the full Basket:Great Outdoors Fund
This trend extends well beyond insulated boxes. Take a look at footwear. A company like Deckers Outdoor, which owns the HOKA and Teva brands, is a fascinating example. HOKA has managed to make its chunky, performance-focused running shoes a cult item, not just for marathon runners but for city dwellers who want to look the part. It’s the perfect marriage of genuine utility and fashion signalling. You need good shoes for a hike, but you also want them to say something about your lifestyle choices when you’re just popping out for a coffee.
This is where these companies might have a structural advantage. Unlike a new smartphone, which you might upgrade out of desire, outdoor gear has a genuine replacement cycle. Boots wear out. Jackets lose their waterproofing. Tents eventually give up the ghost. This creates a steady, predictable demand. Furthermore, a brand that earns your trust with a solid pair of hiking boots can quite easily persuade you to buy their backpack, their water bottle, and eventually, their entire range of camping equipment. It’s a wonderfully efficient way to grow a customer’s value over time.
View the full Basket:Great Outdoors Fund
Of course, it’s not all sunshine and scenic trails. We have to be pragmatic. These are discretionary purchases. When economic times get tough, a new thousand-dollar tent is probably one of the first things to be crossed off the shopping list. A recession could certainly put a dent in the sales of these premium brands.
Then there’s the weather, the one thing these companies cannot control. An unusually warm winter could be terrible for ski gear sales, just as a miserably wet summer might dampen enthusiasm for camping. And let’s not forget the global supply chain, which has been a headache for everyone. Sourcing specialised materials and getting them shipped across the world is a complex dance, and any disruption can hit availability and profit margins. These are real risks that any potential investor needs to weigh up. Still, for those looking to tap into this cultural shift, a diversified approach might be worth considering. A collection of companies, like the The Great Outdoors Boom basket, could offer exposure to this trend across different sectors, from apparel to equipment, potentially smoothing out some of the bumps along the road.
View the full Basket:Great Outdoors Fund
View the full Basket:Great Outdoors Fund
View the full Basket:Great Outdoors Fund
View the full Basket:Great Outdoors Fund
View the full Basket:Great Outdoors Fund
View the full Basket:Great Outdoors Fund
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
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