The outdoor industry was built by enthusiasts who turned their passions into profitable businesses. The culture valued authenticity and intuition, sometimes over formal market analysis. They relied on intuition and experience to guide decision making.

Over time, the market has grown more complex and competitive. Today, the outdoor sector covers diverse activities – each with unique audiences and distribution channels. This fragmentation makes it difficult to collect comprehensive data or identify clear, industry-wide patterns. Institutional knowledge and insider intuition often fill the gap.

Until recently, European outdoor industry data was limited. Without structured data sources or intelligent tools, companies made decisions based on anecdotal evidence from retailers, trade shows, and personal experiences.  

As the industry continues to mature and become more competitive, assumptions and gut-instinct are not enough. Now, with OMIS, the European outdoor industry can make informed, data driven decisions.