89% of Outside Lovers to Improve Outside


EDEN PRAIRIE, Minn., Nov. 15, 2022 (GLOBE NEWSWIRE) — Winnebago Industries, Inc. (NYSE: WGO), a leading manufacturer of outdoor lifestyle products, today announced the results of its first comprehensive consumer research initiative on outdoor recreation presented.

Despite fears that a post-pandemic world could see consumers withdrawing from outdoor activities they’ve embraced for convenience during the pandemic lockdowns, the opening report noted that future demand for outdoor recreation is strong with nearly 90% of outdoor enthusiasts planning to participate more than or as much as now over the next six to 12 months. This follows an increase in participation over the past two years: the number of people taking part in an outdoor activity increased by 19% from 2020 to 2021 (60% to 79%)*.

“Winnebago Industries is excited to embark on a new, concerted effort to share our insights into the health of the outdoor recreation industry. This first report shows how important being outdoors is to so many consumers,” said Michael Happe, President and Chief Executive Officer. “The notion that outdoor interest would decline as COVID-19 restrictions eased is wrong. We see that outdoor activities will continue to grow in popularity.”

The survey identified the main reasons people are and stay outdoors, as well as their expectations for the future. The most important findings are included.

Growth, connection, freedom

Outdoor enthusiasts have many reasons for being outdoors, but the Winnebago Industries survey identified three key themes: Growth, Connectedness, and Freedom as key motivators to get outdoors.


A perceived lack of skills is unlikely to deter outdoor enthusiasts from trying a new activity as it offers an opportunity to grow: 50% of outdoor enthusiasts said that challenging themselves is the main reason for participating in outdoor activities -Activities is.


The great outdoors provides opportunities for individuals to connect with family and friends. 70% of outdoor enthusiasts said sharing experiences with others is a key motivation for engaging in outdoor activities. Between 2020 and 2022, there was a 22% increase in people who said outdoor activities are a great way to connect with family and friends*.


Being outdoors offers an opportunity to switch off and enjoy a sense of freedom. 70% of outdoor enthusiasts stated that “getting away from it all” and “feeling free and at ease” are the top motives for participating in outdoor activities.

The next generation has different expectations

Millennials (Gen Y) and Gen Z engage for different reasons than their older counterparts. Gen Y and Z are more likely than older generations to cite “stress relief” and “me time” as benefits that drove them to get involved in the outdoors. Her top request to outdoor recreation manufacturers is to identify and make accessible campgrounds that offer “more privacy or tranquility.”

This goes hand-in-hand with Gen Y and Z’s desire to have “concierge” engagement. When asked what outdoor manufacturers can do to improve outdoor experiences:

  • 69% of Gen Y and Z (vs. 58% overall) say, “Offer an app that guides you step-by-step as you engage in the activity until you’re comfortable.”
  • 53% of Gen Y and Z (vs. 43% overall) say “offer curated RV or boat experiences (ie have a tour guide to help with planning and logistics)”

“Younger generations now expect more to do with their overall outdoor experience. They are looking for ease and convenience in planning so that once they get to their destination or activity, they can see the benefits of stress relief and enjoying the great outdoors sooner,” said Amber Holm, Chief Marketing Officer. “We will continue to focus our efforts on consumer experience; The launch of the Winnebago app is a recent example of our commitment in this area.”

The surveys were conducted in July and August 2022, when restrictions related to the pandemic were being eased.

About Winnebago Industries

Winnebago Industries, Inc. is a leading North American manufacturer of Winnebago, Grand Design, Chris-Craft, Newmar and Barletta branded outdoor lifestyle products primarily used for leisure travel and outdoor recreation. The company builds quality RVs, trailers, fifth wheels, outboard and sterndrive motor boats, and commercial share vehicles. Winnebago Industries has multiple facilities in Iowa, Indiana, Minnesota and Florida. The Company’s common stock is listed on the New York Stock Exchange and trades under the symbol WGO. Visit http://investor.wgo.net to access Winnebago Industries investor relations material or to add your name to an automated email list for the company’s news releases.


Investor Relations, Ray Posadas – [email protected]

Media, Amber Holm – [email protected]

*Source: Winnebago Industries Spotlight survey, July 2022