The Outdoor Market Intelligence Service dashboard with access to data is available now.

This new service, created by Sporting Insights in partnership with the European Outdoor Group (EOG), offers a new standard in data gathering and reporting for the outdoor industry.Monthly sales data from outdoor retailers in the UK, including independent retailers, and major bricks and mortar and online chains, will be visible on an aggregated basis at brand and model level with the ability to drill down at Department, Category or Sub-Category level.

An estimated 60% of the UK outdoor market is already covered, but this is continuing to grow as we continue to further develop the independent retail channel.

From October 13th 2023 - Data Contributors and Early Subscribers will get access to the dashboard for feedback and familiarisation. In addition, early subscribers will have the ability to lock their pricing in for the first three years.

From November 1st 2023 the full dashboard will be LIVE by subscription. Development will continue after this date, but this marks the official launch of the full reporting product.

Data loading and refinement will be ongoing and the report will continue to be further improved to meet the needs of the industry, we welcome feedback from all users. Our next efforts will focus around creating meaningful filters aligned with existing product classification models and developing the independent retail channel.


• Department level access includes all products, categories and sub-categories within a department (e.g. Apparel)

• Category level access includes products and sub-categories within a particular category (e.g. Tops)

• Sub-Category level access includes all products within a particular sub-category (e.g. T-Shirts)

During the European Outdoor Summit on 28th September 2023, Richard Payne from Sporting Insights and Scott Nelson from the EOG presented the new OMIS dashboard with live data.

Below are a series of screenshots of the dashboard in action, contact to discuss subscription options, providing data or a demo.

2 levels of access will be available for the dashboard:

Contributors: those who contribute data will get free access to comparative market-level data.

Subscribers: those who subscribe will see SKU-level data, market share comparisons, and filtering added on an ongoing basis. Subscriptions are priced according to the depth and breadth of data accessed.

The Dashboard will feature top level market data going back to 2019 (where available)
Data can be broken down by category and channel and include total sales and volumes represented using a selection of charts or graphs.
Users are able to 'drill down' into the dataset to focus on specific categories
Subscribers who contribute their own data will also be able to compare their own performance against the market and for multiple years


Will other retailers be able to see my individual sales?

No. All data is aggregated and no individual retailer can be identified. Only the individual retailer/D2C brand will be able to identify and have access to their own sales.

How secure is the data and where is it stored?

All the data we receive is secure with server-side encryption in our Amazon s3 storage layer. Data is uploaded to Amazon s3 using our SFTP service.  Each data provider will have a dedicated area for the secure storage of their data, accessed through use of a private key and password.  Data is processed in snowflake which meets HITRUST and ISO27001 certification standards.  Data visualisation access is through Amazon QuickSight and managed through row level security, ensuring that the Provider’s data is visible only to the appropriate parties.

How often will the dashboard be updated?

The dashboard will be updated every month with the previous month’s data.

How far back does the data go?

We have collected data from 2019 onwards, pre-Covid, to allow year on year comparisons from day one.

What’s the difference between the free and paid for access?

Free access is only granted to those providing Sales Data. The level of reporting functionality is limited to market level data.

Paid access allows users to delve deeper to SKU-level data, market share comparisons, and filtering options that will continue to be added on an ongoing basis. Subscriptions are priced according to the depth and breadth of data accessed.

How do I share my data with Sporting Insights?

There are various ways to share data with us:

  1. Where possible we work with EPOS providers, who with the permission of the retailer, we are able to access the data directly from them.
  2. Set up a secure SFTP location for you to upload your data.
  3. Access via an API.

The EOG and Sporting Insights are partnering with the Outdoor Industries Association for the launch of the Outdoor Market Intelligence Service in the UK.

Please contact Richard Payne at Sporting Insights for more information-

Those who sign up early will be able to provide feedback and guide the development of the portal and its features.

To join the EOG working groups and meeting which aid in the development and build-out of this service, including international expansion, please reach out to Scott Nelson at the EOG at