Outdoor Retailer, owned and produced by Forge, wrapped its Minneapolis debut with more than 1,800 attendees, 275-plus brands and 150-plus media and creators from 45 states and 20 countries. The event marked a meaningful reset for the outdoor industry, reinforcing Outdoor Retailer’s role as a platform for connection, learning and innovation.
The three-day show also surpassed its goal of 400 qualified retailers, established when Outdoor Retailer announced its new direction in October 2025. Through more than 850 onsite connections, creators engaged with new and emerging brands while reaching a combined audience of 21.2 million outdoor consumers.
“Moving a legacy event to a new city while navigating significant change is no small undertaking,” said Matthew Mathiasen, group show director, Outdoor Retailer. “It takes trust, patience, curiosity and a willingness to believe in what’s possible. Our buyers, exhibitors, partners, brands, retailers, media and friends across the industry brought all of that to Minneapolis. Most importantly, they reminded us why this industry comes together: to discover what’s next, champion great ideas, make connections and move the outdoor industry forward, together.”
Day one drew more than 600 founders, retailers and industry professionals for a full slate of programming, anchored by the new Retailer Playbook Lab workshop series and an Industry Day featuring keynotes from Eoin Comerford (principal, Outsize Consulting and former CEO of Moosejaw), Neil Fiske (brand president, Black Diamond Equipment), and author and endurance athlete Mirna Valerio.
“I wasn’t sure what to expect, but the most surprising part was the level of buyer activity,” said Comerford. “Booths were busy with exhibitors taking orders onsite.”
Exhibitors and attendees noted a decisive turnaround, with a sold-out show floor and strong buyer activity. Specialty and regional retailers from six continents attended, supported in part by Outdoor Retailer’s Specialty Scholarship and Hosted Buyer Program.
“The quality of buyers that we saw were fantastic,” said Scott Jensen, founder of Near Zero. “I had to have more staff come in – there was a line of people trying to talk to us.”
“We had the right kind of buyers show up and the right kind of people who understand what we’re trying to do,” said Ponch Membreño, commercial director, Flowfold. “It feels really good that the group of people putting on Outdoor Retailer understand the need for supporting emerging brands.”
Founder-led brands were a significant presence at the show, with more than 150 brands represented through the Ascent Program, Garage Grown Gear, Founded Outdoors and REI Path Ahead Ventures. Garage Grown Gear and Founded Outdoors also debuted the inaugural Ascent Summit, bringing together 75 up-and-coming founders for workshops and peer-led sessions focused on scaling, retail distribution and brand growth.
“Footprints and quantity of people don’t explain that there is a heartbeat in the show that hasn’t been here for at least seven years,” said Roberto Gutierrez, director of brand marketing for Backcountry. “Outdoor Retailer focusing on the emerging brands makes a ton of sense. I love the fact that it’s more of a discovery engine as it once was.”
Working with Popfly, a content platform connecting brands with relevant adventure creators, Outdoor Retailer created the Wild Reach program, matching exhibitors that opted in with over 150 creators creating measurable content onsite during and after the event.
“Throughout the show, Wild Reach connected exhibitors with curated outdoor storytellers, driving verified engagement through Popfly’s tracking suite and providing brands with an asset library designed to extend their ROI long past closing day,” said Taylor Hoekstra, founder of Popfly.
“The show is at a time when small retailers can attend, and there are plenty of interesting brands to talk to,” said Wes Allen of Sunlight Sports in Cody, Wyoming. “It was a very worthwhile trip.”
Minneapolis and Minnesota welcomed the show with a civic reception led by Mayor Jacob Frey, who opened the event with a ceremonial ribbon cutting alongside the Mille Lacs Band of Ojibwe, one of Minnesota’s sovereign tribal nations and longtime stewards of the land. The Mille Lacs Honor Guard completed the ceremony, marking Outdoor Retailer’s arrival in its new home.
“Outdoor Retailer got three days to prove whether a year of hard conversations and decisions mattered,” said Lindsay Hubley, senior vice president, Sports and Outdoor Division. “Rebuilding the show meant asking the industry to believe again, one courageous yes at a time. In Minneapolis, brands could launch products, reach more than 20 million followers through structured creator matching, meet with Backcountry and REI buying teams, access more than 400 specialty retail accounts and leave with a content library – all in three days. Was it perfect? No show ever is. But it was progress. It was energy. It was a community deciding Outdoor Retailer’s story isn’t finished.”
About Forge
Forge is a leading global B2B events and media company, connecting buyers and sellers across high-value industries through live events, trusted media brands, digital products and year-round communities. Powered by first-party data, technology and deep market expertise, Forge helps businesses discover opportunities, build the right relationships and stay engaged well beyond the event itself. It is a company guided by a single purpose, Moving Markets.
For more information, visit forgelive.com.
