The COVID-19 pandemic reshaped countless aspects of daily life, prompting a surge in outdoor sports and recreation. Activities like golf, fishing, and even pickleball experienced a boom as people sought safe, outdoor leisure. Unlike many pandemic-driven trends that have since faded, the interest in these outdoor activities has persisted. By the end of 2023, the number of Americans participating in outdoor activities reached a record 175.8 million, according to the Outdoor Industry Association, representing 57% of the population aged 6 and older.
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However, the rapid growth in outdoor participation also highlighted significant gaps in innovation across the industry. Many parts of the sector, from over-the-phone bookings to cash payments, lagged behind in adopting modern technology. This presented a golden opportunity for entrepreneurs to modernize outdoor recreation and sports.
The Rise of Outdoor Tech Startups
In the last few years, a wave of startups has emerged, each aiming to enhance outdoor experiences through technology. These companies have introduced SaaS solutions for hunting and fishing guides, AI-powered platforms for booking golf tee times, and even apps to help locate pickleball courts—an area that attracted investment from NBA star Kevin Durant.
Venture capital (VC) interest in this space has been strong. According to PitchBook, in 2019, VCs invested $48.6 million into 25 sports tech companies. By 2021, this figure soared to $949.26 million across 53 companies. Although 2023 saw a decrease to $189.71 million during the VC winter, the investment level still represented a 290% increase over 2019’s pre-pandemic levels.
The Online Acceleration of Outdoor Activities
The shift to online platforms during the pandemic has been a significant factor driving this innovation. Benjamin Lazarov, co-founder and CEO of AnyCreek, a startup that provides booking and business management software for fishing and hunting guides, attributes the timing of his company’s creation to this shift. Lazarov’s frustration with the antiquated process of booking a hunting guide in Vermont in 2022—via a list of names on paper and voicemails—highlighted the need for modern solutions.
“COVID-19 definitely accelerated the adoption of more technology,” Lazarov explained. “There is a new generation of guides that are tech-first, mobile-first, and they are operating every other part of their life online.”
Another startup, Mallard Bay, has also capitalized on this trend, bringing hunting and fishing guides online. Founded in Houston, Texas, in 2019, the company saw rapid growth post-pandemic, with the number of guides on its platform increasing from 19 to over 100 as restrictions eased in 2021.
In the golfing world, Loop Golf emerged in response to the surge of new players making it harder for existing golfers to find tee times. Matthew Holden, co-founder and CEO of Loop Golf, noted that the post-pandemic interest in golf isn’t waning. “It became increasingly more difficult to find a tee time,” Holden said. “I got fed up with it, and my wife definitely got fed up with it.”
Changing Consumer Behaviors
The pandemic forced many businesses to go online, altering consumer expectations. People now expect seamless, tech-enabled interactions in all aspects of life, including recreation. Lazarov compares this shift to restaurants updating their point-of-sale systems to handle cashless transactions during the pandemic. “They are never going back,” he said, emphasizing that these technological advancements help businesses operate more efficiently and profitably.
Scott Holloway, managing partner at Starting Line and an investor in AnyCreek, observed that younger generations are increasingly prioritizing experiences over physical goods—a trend well-documented in surveys over the past decade. Holloway believes companies that build technology to power experience-based transactions are well-positioned for success.
Innovation in Outdoor Gear and Equipment
Alongside software solutions, startups have also emerged to cater to the gear and equipment needs of new hobbyists. Companies like Eastside Golf and Malbon Golf are reimagining golf apparel for a modern audience, moving away from the traditional styles associated with the sport. Similarly, startups like Nettie and Recess are designing pickleball paddles with a fresh aesthetic, appealing to younger players.
Early entrants like Hipcamp, a booking platform for campsites, and AutoCamp, a glamping company, demonstrated consumer demand for innovation in outdoor recreation years ago. Even now, a decade later, Holloway believes there is still ample opportunity for entrepreneurs to innovate.
Rental services for canoes, kayaks, and paddleboards, for example, often still operate with outdated websites, offering significant room for improvement. The same can be said for services ranging from archery to ziplines, where many businesses could benefit from a tech overhaul.
“The market is massive,” Holloway said. “As Marc Andreessen famously said, ‘software is eating the world,’ but this is one of the last pieces of consumer spend that software hasn’t eaten. Consumers are demanding it. It’s a massive market opportunity to ride that wave.”
Conclusion
As the demand for outdoor activities continues to grow, the outdoor recreation industry is ripe for innovation. The shift toward tech-enabled solutions in this space not only meets consumer expectations but also presents a significant opportunity for entrepreneurs and investors alike. Whether it’s streamlining the booking process, modernizing gear, or enhancing overall experiences, startups are well-positioned to make outdoor recreation more accessible, enjoyable, and profitable for all.
