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Did you hear?…Research reveals dramatic difference between outdoor and fitness consumers

While you would think that outdoor lovers and fitness fanatics have a lot in common, recent research shows they may have very different mindsets. According to Active Insights, a report produced by Hanson Dodge Creative (a branding company), people within the outdoor and fitness worlds approach their days very differently.


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While you would think that outdoor lovers and fitness fanatics have a lot in common, recent research shows they may have very different mindsets. According to Active Insights, a report produced by Hanson Dodge Creative (a branding company), people within the outdoor and fitness worlds approach their days very differently. And you can see it from the moment they wake up in the morning.

“The outdoor-oriented consumer group is ready for adventure: they’re raring to call someone and get outdoors,” the report stated. “The fitness-oriented consumer group gets right to their goals, already prioritizing the things they need to do — they approach life with determination and purpose.”

Based on a survey of more than 1,800 people who lead active lifestyles, the report also concluded that outdoor people are more laid back, while fitness people are more driven, and fitness people tend to see their favorite activities as energizing, while outdoors folks see their pursuits as calming.

The report, which is designed to help companies tailor their marketing, also concluded that fitness participants are more educated and have a higher income than those who play in the outdoors.

“The fitness-oriented manage life; the outdoor-oriented ride the waves,” the report concluded. “The fitness-oriented tend to be lone wolves; the outdoor-oriented tend to be pack animals.”

A PDF of the report summary is available by clicking here.