Constantly shifting technology and economic factors mean that trade shows are no longer just about writing orders in a convention center. They’re increasingly hubs for innovation, education and genuine connection, according to Joe Wilkinson, Outdoor Retailer’s new marketing manager, who joined the show from Sea Otter Classic.
Wilkinson’s path to Outdoor Retailer wasn’t linear, but it was always propelled by a love for two wheels. Wilkinson, a former bike technician who studied renewable energy in college, officially joined the outdoor industry in 2018 when he realized his love for bikes outweighed his passion for renewables.
“I was like, ‘Man, I just miss bikes,’” he said in an interview with SESO.
That realization led him to a mailroom job at CamelBak, then a role on the product team, and eventually to bike part manufacturer Crankbrothers in Southern California. It was there, managing events and traveling to trade shows, that he fell in love with the Sea Otter Classic, the massive cycling festival known for its consumer-facing energy.
“I loved working at Sea Otter,” Wilkinson said. He’ll bring a lot of what he learned at Sea Otter Classic to Outdoor Retailer in Minneapolis in August.
“I think that my approach to how I would market Outdoor Retailer is really rooted in my understanding of the stakeholders,” he said. “Having spent many years on the exhibitor side, I have a good understanding of what brands see as justification for attending an event… And when I moved over to the Sea Otter side of things, I got the other side of it, which was the expo side.”
Now, he’s applying that dual perspective to Outdoor Retailer, aiming to replicate the community-driven, experiential success he witnessed at Sea Otter.
The Wild Reach Initiative: Connecting Brands with “Prosumers”
OR’s recently announced Wild Reach Initiative represents a departure from the traditional B2B model, toward a hybrid approach that acknowledges the power of modern media.
“It’s a fairly major pivot for the event,” Wilkinson said. “In the past, it’s always been this closed-door B2B event … but most shows are becoming major marketing engines to generate buzz around the industry.”
The initiative aims to embed 150 outdoor-focused content creators directly into the show floor. These aren’t just random influencers; they are “prosumers”— passionate experts in their niches, from trail running to overlanding.
“For a long time, the retailer has been the source of trust when it comes to, ‘Is this product good?'” Wilkinson said. “In the era of YouTube and social media, it has really transitioned over to the prosumers… Those are the people that are seen as the sources of truth.”
Through a passport program facilitated by a tech partner, participating brands can connect directly with these creators to generate user-generated content (UGC) and authentic storytelling. Wilkinson notes that OR is being aggressive with its goals, targeting over 10 million impressions for this inaugural year.
The benefit extends to retailers, too. “The retailers themselves are consumers,” says Wilkinson. “They’re also consuming the content that they’re seeing from these prosumers… giving the retailers a way to find new products that are going to make them stand out is just another one of our initiatives to help them impact their business.”
The Hosted Buyer Program: Aggressive Targets for Real Business
While content is king, commerce remains the backbone of the show. To ensure the right people are in the room, Outdoor Retailer is bringing back its Hosted Buyer Program, this year with the aggressive goal of bringing 400 buyers onsite.
The program, which is now open for applications, addresses a common pain point: travel budgets. By subsidizing travel for qualified buyers, OR ensures that key decision-makers, especially independent retailers, can attend.
“The goal is to really bring in endemic buyers that are there to do business,” Wilkinson said. “It allows retailers to get to the show. The program is also crucial for bringing in (all) retailers, including the larger retailers that have really tapped (out) budgets.”
This initiative runs parallel to the Grassroots Outdoor Alliance Scholarship, ensuring a diverse mix of specialty retailers and major accounts are present to connect with exhibitors.
A New Era in Minneapolis
The upcoming move to Minneapolis isn’t just a change of scenery; it’s a strategic shift toward experiential engagement. The show will feature urban outdoor experiences, leveraging the city’s robust outdoor culture.
“We really are pushing the experiential side of the event,” Wilkinson says. “Why not mix in a little bit of outdoor experience when your whole industry is outdoors?”
Through the “Celebrate Minnesota Outdoors” program, attendees can participate in guided biking, hiking, trail running and climbing sessions before hitting the show floor. This “work hard, play hard” approach aligns with the new leadership’s vision of fostering community beyond the booth, Wilkinson said.
There’s a strong discovery element at this year’s show. The Ascent Emerging Brands Pavilion will showcase emerging makers, and OR will also host Industry Day, tackling heavy-hitting topics like AI, tariffs, and sustainability. The Retail Playbook Lab, taking place the Wednesday before the show, will offer focused education for retailers, including a “retailer playbook” session with smaller, interactive groups.
The Leadership Village
Guiding the changes coming to the show is Outdoor Retailer’s Leadership Village, a coalition of industry veterans and diverse voices, including athlete Sunny Stroeer, climber Paul Gagner, and retailer Mike Massey. This group is tasked with ensuring the show remains relevant and responsive to the industry’s needs for decades to come.
As Wilkinson puts it, the goal is to “shape the conversations that ultimately will lead to the next chapter in the outdoor industry.”
Find out more about Outdoor Retailer.
