Trending: Women Fuel Outdoor Industry
By Taryn Kama
Photo at right: These Go Get it Gals are all smiles in the Italian Alps during a “Conquer the Cols” tour. Photo courtesy of Taryn Kama
There’s no doubt about it: Women think differently than men. And, it should come as no surprise that women want different things than men do, especially when it comes to outdoor gear and travel.
“More than 140 million Americans make outdoor recreation a priority in their daily lives—and they prove it with their wallets,” says a report put out by the Outdoor Industry Association in 2013. “Each year, Americans spend $646 billion on outdoor recreation.”
Today’s outdoor lovers aren’t confined to traditional demographics or activity segments, according to the report. They seek meaningful outdoor experiences in their backyards and in the backcountry. They are all genders, ages, shapes, sizes, ethnicities and income levels.
It’s long been known that women control 70- to 80-percent of family incomes, which means women have already been purchasing most sports apparel, regardless of who in their household wears it. But now women are getting more particular about gear for themselves.
The market for women’s gear has been steadily growing for the last 15 years. Just look at the increase in women-specific stores like Title Nine and lululemon athletica.
Reasons for this, according to the Leisure Trends Group, include a desire for more fashionable styles, clothes with more room to move, creative layers and a chance to celebrate femininity.
All Shapes and Sizes
Team Estrogen, a 15-year-old internet retailer based in Hillsboro, Ore., has dedicated itself to meeting the needs of active women. It has a vast selection of cycling apparel and fitness wear designed for women of all shapes and sizes.
Team Estrogen president, Susan Otcenas, says the company has seen steady growth in women’s clothing in general, but also in the need for plus-size gear.
“One of the biggest trends is seeing people of all shapes and sizes being attracted to sports,” Otcenas says, adding that her company has worked with several of its vendors to expand its selection of sizes.
“It’s been gratifying to work with our vendors for plus-size clothing,” Otcenas says. “We work really hard to find clothing for women up to size 24.”
Social Element of Sports
Two women cycle the Alps on the Go Get it Gal “Conquer the Cols” tour. Photo courtesy of Taryn Kama
An avid cyclist and runner, Otcenas says another trend she has seen has to do with the way women approach sports. At running races she competes in, she has often noticed there are more women than men competing. She has also noticed that women are more likely to run as a team.
“Women are doing sport as an intrinsic part of their social life,” Otecenas says. “That’s why, at so many of these events, you see them in costumes that match. There’s a team spirit.”
Gabe Figgs, owner of The New Yak City—a trendy running, boarding and apparel retailer in Yakima, Wash.—says he is seeing a trend in how women wear their gear in general. More women are wearing breathable gear, compression shirts and yoga pants in their everyday activities.
“What I consider sportswear is now considered more casual or daily use wear,” Figgs says. “It’s something you would never see before—at least not past the gym.”
Woman-Only Tours Inspire Camaraderie
As woman become more active, there has also been an increase in women’s outdoor adventure travel companies. There are several Northwest-based adventure tour companies that were started by women or that cater exclusively to women, and that provide a distinctly different experience than being on a co-ed tour.
“I love the support and camaraderie you get on an all-women’s tour,” says Peggy Schwartz, a cyclist from Mossy Rock, Wash. “There is encouragement rather than competition among the women. This creates an environment where we celebrate each individual’s personal success, no matter at what level you are. Everyone learns something about themselves and finds inner strength in a nurturing environment.”
Schwartz has completed two women’s-only tours with Olympia-based women’s tour company Go Get it Gal. After taking up the sport of cycling only three months before, she cycled the French, Swiss and Italian Alps in 2012 and completed a cycling tour of Tuscany in 2013.
“As a beginning cyclist, it was awesome cycling with only women, as we encouraged and supported each other,” says Schwartz.
“It’s energizing and inspiring to go on a women’s-only tour,” chimes in Lauri Vigue, a cyclist from Olympia, Wash., who also participated in a recent Tuscany bicycle tour with Go Get it Gal.
As women’s participation and purchases increase across all disciplines of sports, the playing field will continue to be leveled when it comes to more abundant choices for women in the outdoors.
Northwest Tours for—and by—Women
Adventure Associates: Local and international kayaking, biking, hiking, skiing and wildlife trips. Seattle, Wash. www.adventureassociates.net/adventures/womentours.html
Adventure Women: Interactive vacations to exotic destinations to include wildlife tours, exploring ancient ruins and whale watching. Bozeman, Mont. www.adventurewomen.com
Call of the Wild Adventures, Inc.: The world’s longest operating women’s adventure travel company, offering hiking, backpacking, sea-kayaking, snowshoeing and multisport adventures around the globe. Bend, Ore. www.callwild.com
Go Get it Gal: U.S. and International cycling trips. Olympia, Wash. www.gogetitgal.com
Row Adventures: U.S. and International rafting, biking, hiking and safari trips. Coeur d’Alene, Idaho. www.rowadventures.com/contact-row-adventures.html
Taryn Kama is a media professional and writer based in the Pacific Northwest. She is the founder of Go Get it Media and Go Get it Gal, an adventure tour company that provides opportunities for women to achieve breakthroughs in their lives by challenging themselves in the outdoors.
