Is Screen Time Killing Outdoor Outings? Plus: Switchback’s 2027 Shakeup!

In this episode of Outdoor Unfiltered, host Eoin Comerford breaks through the PR speak to deliver critical insights on the outdoor industry's evolving landscape.

First, we unpack the Outdoor Industry Association (OIA) 2026 Outdoor Participation Trends Report. While the participant base hit a record 183 million, actual outings are declining. Eoin looks at why screen time is the ultimate enemy and how Merrell is tackling this with their It Starts Outside campaign. Next, Eoin analyzes Switchback’s shocking shift to late May 2027 dates in New Orleans, navigating what a weekend trade show means for specialty retailers, Grassroots Connect, and the 360 Collective.

Later, Mike Massey, Founder and CEO of Locally (and former GOA president), joins the show to discuss reviving the brand-retailer relationship. We dive deep into the math of D2C vs. wholesale contribution margins, why brands like Patagonia and Yeti succeed by prioritizing local retail, and how Locally’s new AI-powered ShopSense platform is helping reps and stores optimize regional product assortments for brands like Helly Hansen.

Tune in for an unfiltered conversation on thriving in a channel-agnostic retail world, brought to you by our sponsors ENDVR and Crux Retail.

Host: Eoin Comerford Guest: Mike Massey, Founder & CEO of Locally

Timestamps

[0:00] – Intro & Episode Overview Eoin previews the three topics: the OIA Outdoor Participation Trends Report, Switchback 2027 dates, and the interview with Mike Massey of Locally.

[0:23] – OIA 2026 Outdoor Participation Trends Report Kelly Davis's presentation at Switchback revealed a record 183 million outdoor participants in 2025 — 59% of Americans — up 1.6% from 2024 and nearly 20% above pre-COVID levels.

[1:29] – The Dark Side of the Data: Declining Outings Per Participant Despite record participation, outings per participant have dropped 14% from COVID highs and 15% from 2016 peaks. Eoin traces the decline back to 2007 — the year the iPhone launched — arguing screen time is stealing outdoor time.

[1:55] – 18–34 Year Olds & the Smartphone Problem The 18–34 age group is the only one showing declining participation rates, correlating with record levels of anxiety and depression tied to smartphone use.

[3:09] – Industry Call to Action: "Put Your Phone Down" Eoin makes the case that addressing smartphone addiction is both a business and social imperative. He highlights Merrell's It Starts Outside campaign as a step in the right direction.

[4:04] – Sponsor: Endeavor Endeavor connects brands directly to 140,000+ frontline retail associates for product education and sales incentives.