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Our parent company, Outside, has made a lot of news this year with its slew of industry acquisitions, welcoming brands like Outside magazine, Cairn, and Gaia GPS (among many others) to its quickly expanding portfolio.
This week, the company dominated newswires again with the unveiling of the long-term plans behind those deals.
A new membership platform from Outside called Outside+, which bundles more than $300 of value into an annual $99 subscription, was announced yesterday, with a stated mission of becoming the “ultimate membership for adventurers of all types.” The product replaces Active Pass, which launched in 2020 and served as a kind of Outside+ prototype and proof of concept.
The value proposition is obvious at first glance. An Outside+ membership includes a host of benefits spread across Outside’s 36 brands, including:
- A personalized content feed
- Exclusive articles, podcasts, and videos
- Discounts on gear and apparel
- Two annual magazine subscriptions of members’ choosing
- Two books from VeloPress
- Offline navigation and route planning with Gaia GPS
- Virtual health and fitness courses
- Early event access and discounts
- Training plans from Today’s Plan
- Professional race photos from FinisherPix
The product will also soon include race registration discounts from AthleteReg and access to premium OutsideTV video.
“[Consumers get] hundreds of dollars in value in the form of premium digital content, magazines, event entries and photography, training plans, recipes, books, a personalized feed, and interactive experiences with editors, pro athletes, coaches, and other experts,” said Outside CEO Robin Thurston of the Active Pass model earlier this year.
With Outside+, those benefits have only expanded. The new offering is positioned as a one-stop shop for active lifestyle participants—a single location to access everything consumers need to stay fit and healthy.
Beyond the sheer volume of products and services offered through Outside+, perhaps the most compelling aspect of the new product is its capacity for personalization. It’s not just a hub for content from 30+ individual brands; instead, the platform offers a customizable personal feed that gives individuals curated content to power their lifestyles. For Outside+ members, gone are the days of sifting through mountains of media that don’t apply to them.
A competitive trail runner, for instance, can set up her feed to serve only content that will improve her performance in races: training plans, recipes, early event access and discounts, and more. Even better: All of this happens in an ad-free environment.
It’s a new model—one the industry hasn’t seen before. It may take some time for outdoor participants to understand just how deep the value runs, but Outside is confident that this kind of membership represents the future of participation in active lifestyle pursuits.
“We deliver content to almost every home in America, across every platform, screen, and device,” Thurston has said of his company. Soon, that content might benefit a wider range of participants than ever before.