Outdoor Media Summit (2015), a deep-dive into the event

What’s hot on social and forums?

1. Used Gear & Circular Economy

• Big community buzz around Patagonia Worn Wear, REI Re/Supply, and brand-specific resale programs. Threads highlight affordability but also “is this just greenwashing?” debates.

• B2B angle: Opportunity for mid-sized brands to test certified-used programs, protect margins, and tap into consumer desire for value + sustainability.

2. Trail Access & Crowding

• Forums and Instagram comment sections are full of complaints about overcrowded trailheads, permit systems (like in Yosemite, Zion, and Colorado 14ers), and access restrictions.

• B2B angle: Tourism boards and brands need to rethink storytelling around “dispersed adventure” pointing users to underused regions and seasons to relieve pressure.

3. E-Bike Expansion

• Heated conversations across Facebook groups and r/cycling: Should e-bikes be allowed on singletrack and national park trails? Strong opinions on both sides.

• B2B angle: Huge opportunity for gear and apparel makers to cater to e-bike riders, a segment that’s growing fast but feels underserved in traditional outdoor gear.

Product Pre-Validation & Benchmarking report

The feedback on this has been overwhelming, and we’re proceeding with the development. For anyone who didn’t get a chance to take a look, here is the structure and Exec Summary again..

The interesting bit for me was that the interest is coming from segments right across the industry - not just product designers or brand owners - rather everyone with an interest in what makes a commercially viable product and how to test.

So we’re proceeding, and have begun the design. Next week we’ll share the landing pages that we’ve had built, and we’ll share some more about how we got to that point, including resources. Plus, we’ll run a (fully refundable & discounted for this community) pre-sale to gauge real life interest next week, and to make sure we’re ‘barking up the right tree’… re adding value.

Outdoor Media Summit: Where Storytelling Shapes the Industry

This is an interesting one. I’m attending OMS next month, so I decided to do a little deep-dive into it for this week’s newsletter. And I’m genuinely intrigued…

In the outdoor world, gear gets people outside, but stories are what keep them there. Especially in out industry. It’s so important. Every pack, ski boot, and water bottle needs a narrative and not just a spec sheet. That’s the beating heart of the Outdoor Media Summit (OMS).

If Outdoor Retailer is about selling gear, OMS is about selling the story. And in an industry that increasingly lives on social feeds, YouTube reviews, podcasts, and niche newsletters, OMS has become one of the most influential gatherings on the calendar.

Why It Matters

Think of it this way: you can launch the smartest new tent in the world, but if nobody hears about it, does it matter? OMS sits at the intersection of brands, journalists, influencers, and marketers. i.e. the people who shape the stories consumers actually hear. And this is really important to understand as they know what people will consume, and what just becomes noise.

• For brands, it’s a chance to get in front of media who can amplify their launches.

• For media, it’s about direct access to stories, executives, and products.

• For the industry, it’s where messaging trends emerge: sustainability, diversity, technology, and lifestyle shifts.

As one past attendee put it online: “At OMS, you don’t just trade business cards, you trade ideas that change the way people tell stories about the outdoors.”

Founder Story: Yoon Kim

I have spoken to founder Yoon Kim on a few occasions. Before the summit, he was a media entrepreneur and marketing strategist who worked with outdoor brands and publications. Yoon noticed a glaring gap: Outdoor Retailer was great for gear sales, but there wasn’t a dedicated space for the people who tell the stories.

By 2015, he launched the first OMS, betting that content creators, editors, and marketers needed their own community. He was right. That first year was small with fewer than 100 people, mostly freelancers and niche brand reps. But it struck a nerve.

As Yoon explains: “Outdoor Media Summit was born from the idea that the stories we tell shape the way people see the outdoors. It’s not enough to build a great product, you need to tell a great story about it.”

What Happens at OMS

The summit has grown into a three-day mix of panels, workshops, networking, and outdoor adventures.

• Workshops & Panels: Covering how to pitch to editors, trends in influencer marketing, sustainability storytelling, and more.

• Brand/Media Matchmaking: A structured “speed-dating” format where brands and media sit across from each other to swap pitches and ideas.

• Keynotes: Inspiring talks from journalists, executives, or advocates.

• Outdoor Activities: Hikes, rides, and paddles turn networking into shared experiences.

It’s not a cavernous expo hall. It’s intimate, often 250–300 attendees, which makes the connections stick. Plus, this year I’m hoping to make the campout on the 26th. I’ll report back on it…

One journalist described it this way: “I’ve been to Outdoor Retailer a dozen times, but OMS is where I actually have conversations that lead to stories.”

Attendance and Growth

From fewer than 100 people in 2015 to 300+ attendees today, OMS has carved out its niche.

The mix has evolved: legacy outlets like Outside and Backpacker sit alongside YouTube creators, podcasters, TikTokers, and niche newsletter writers. Brands range from startups like gear labs and specialty makers to majors like Hydro Flask, REI, and Patagonia.

The event consistently sells out, with a waitlist each year. Its growth mirrors the industry’s shift from mass media to a fragmented but vibrant creator landscape.

Why Brands Show Up

For brands, OMS is about targeted exposure. Instead of hoping a journalist happens to stop by your booth, OMS puts you face-to-face with them.

As one outdoors marketing director wrote: “We launched a product at OMS and within two weeks had it covered by three podcasts and two gear blogs. That doesn’t happen anywhere else.”

The ROI isn’t measured in POs; it’s measured in stories, impressions, and long-term relationships. But, of course, that won’t last unless you have product / market fit… #justsaying !!!

Why Media Show Up

For journalists and creators, OMS is access. They meet brand founders, get story inspiration, and walk away with product samples and future collaborations. Plus they get content to share with their readers / viewers.

It’s also about professional growth. Freelancers and creators often work in silos which is a definite drawback. OMS certainly gives them a community. One podcaster summed it up.

Why It’s Important Now

In 2025, OMS feels more relevant than ever. Outdoor participation is at record highs, but so is noise. And it seems that spending has dropped. Consumers trust authentic voices more than polished ads, and brands are scrambling to connect through trusted channels.

OMS is where the industry experiments with those connections. What works on TikTok? How do you tell a sustainability story without greenwashing? What’s the right way to approach DEI in outdoor media? These conversations shape the marketing playbooks brands take home and I just love the though of listening to that innovation..

The Energy

The vibe is part of what makes OMS special, or at least I’m told. It’s not all fluorescent lights and windowless rooms. Instead, it’s hosted in mountain towns or outdoor-friendly locations like Durango, CO (2025), with afternoons carved out for biking, hiking, or paddling. Those shared activities bond people in ways cocktail hours can’t. Key word here again is authentic.

Timeline Snapshot

• 2015: Founded by Yoon Kim; <100 attendees.

• 2016–2018: Attendance grows steadily; reputation builds.

• 2019: Recognized as the leading media/brand summit in the outdoor industry.

• 2020–2021: COVID pushes hybrid formats.

• 2022–2024: Strong return to in-person, with ~300 attendees annually.

• 2025: OMS continues as the storytelling summit for the outdoor world, this year in Durango, CO, and yours truly will be in attendance.

Bottom Line

The Outdoor Media Summit isn’t about order sheets or ski demos. It’s about something arguably more important: narrative. The stories told here ripple out into magazines, videos, social feeds, and podcasts, shaping how millions of people see the outdoors.

For B2B readers, the lesson is clear: storytelling isn’t a “nice to have.” It’s strategy. OMS is where that strategy is debated, tested, and forged.

Above is of course the feedback I’m hearing. I will definitely feedback here to let you know if it matches the hype. But the first hand feedback I’m getting is positive and refreshing. I hope it’s worth the trip - it’s a long long way from Kerry to Durango!!! If you want to take a closer look: https://outdoormediasummit.com/