Schedule

Enjoy breakfast on Day 1 at Outdoor Media Summit.

Press trips are a major investment for any outdoor brand or destination, and getting the coverage to justify the ROI takes more than a dialed itinerary. This session will share what separates a press trip that generates real coverage from one that generates a nice vacation for attendees. Expect candid advice on guest lists, itinerary pacing, and setting expectations upfront, from both the media and PR sides of the table. This breakout session is essential listening for anyone planning or pitching a press trip.

Social media moves fast, and what worked six months ago (and even a decade ago) changes day to day, month to month, and year over year. This session brings together perspectives from brand, media, and creator sides to break down the tactics actually driving engagement right now. Kelly Muededonck (Smartwool), Teaghan Skulszki (GearJunkie), and creator JJ Yosh share what's working across platforms from Instagram to YouTube to posting cadence to the collaborations that will move the needle. You'll get a grounded look at where social media followers’ attention is heading and how to meet them there, whether. This talk is for folks managing a brand account, a media publication’s social channels, or wanting to build your own following.

Whether you're a big brand with resources to spare or a scrappy team stretching every dollar, the lesson is the same: creativity beats budget. This session breaks down three case studies from brands who hit the ROI jackpot – when their marketing campaigns outperformed their spend. Speakers will share what the goal was, what the team actually did, and what they'd do differently next time. If you need proof that smart strategy can outperform cash, this session is built for you.

Four speakers, four exits, four different types of outdoor industry companies (Eoin Comerford sold his retailer, Moosejaw, to Walmart, Scott Holley sold Eddyline Kayaks to Jackson Kayak, Ryan Hayter sold his agency, Hayter Communications, to Williams Helde, and Stephen Regenold sold his media company, Gear Junkie, to AllGear). These panelists are ready to share what went well with their deals as well as cautionary tales on how valuations can flip in an instant. Founders and executive leaders weighing an exit, or looking to grow through acquisition, will get honest advice on timing, pricing, and the pitfalls that tank deals. Attendees will come away with tips for increasing multiples while also getting advice for preventing a drop in valuation.

Pitching an editor, especially one at a Tier A outdoor publication, is part art and part guesswork. That is, unless you know exactly what they want. This session puts three editors on record: Will Egensteiner (HEARST), Jamie Spain (Condé Nast), and Maya Silver (Climbing Magazine) as they candidly share what's landing in their inboxes, what makes them stop scrolling, and where writers most often miss the mark. Expect candid insight into current editorial priorities, oversaturated story angles, and the pitch details that separate a yes from a form rejection. PR pros, freelance writers, and brands itching to catch their big media break, this session is for you.

Dive into how AI is transforming modern marketing strategies. Our AI-expert speakers will explore three cutting-edge applications reshaping the industry: Learn the basics of AI SEO techniques to optimize your content for AI-powered search engines and voice assistants; Explore AI tools that create cinematic-quality commercials and production content at a fraction of traditional costs; Uncover emerging AI capabilities that give forward-thinking marketers a competitive edge in digital campaigns, personalization, and customer engagement strategies; learn practical insights on the tools, strategies, and results behind building an AI-powered customer service engine that elevates satisfaction while driving revenue and growth.

Outdoor brand budgets are tight, teams are lean, and expectations keep climbing. Marketing leaders at some of the industry’s most iconic brands, from YETI to Mountain House to NEMO's PR team, will get real about the resourcing challenges facing marketing departments across the outdoor industry right now. The session will cover topics from making headcount decisions to allocating spend outside of your in-house team to where dollars actually move the needle. Attend if you want an honest look at how established brands are prioritizing spend, structuring teams, and making the case internally for the resources marketing needs. Ideal for marketing leaders navigating their own budget conversations.

Policy shifts at the federal and state level are reshaping how outdoor brands operate, from public lands access to trade regulation. This session brings together executive-level voices across the industry for a roundup of what's changed, what's coming, and what it means for your business. Expect a fast-moving conversation covering the policy issues execs can't afford to ignore, with practical takeaways for staying ahead of regulatory shifts rather than reacting to them after the fact.

Matt Tucker, Executive Director, Client Development - Sports Equipment at Circana will share sales data for outdoor product categories for the fall and winter seasons. Learn about which product categories and brands are doing well, while also listening to their forecasts for the year ahead, and how you can leverage retail sales data to make informed decisions and drive revenue growth. Gain exclusive insight into the market, hear strategies for success from leading outdoor brands, and learn how you can adapt quickly to a changing outdoor market.

Hear pitches from peers. This round-table style workshop puts media, destinations, PR pros and creators in the same room for quick conversations built to make real connections happen fast. Maybe it's learning about a destination you didn't know was worth covering. Maybe it's landing your next product contributed article. Maybe it's just getting a peer up to speed on your editorial calendar plans for the year ahead. Come prepared with a clear, concise pitch, and a few good questions. You'll leave with new contacts and momentum on stories, coverage, and partnerships that might otherwise take months to get off the ground. This workshop is moderated by: Jakob Schiller (Outside Magazine Contributor) and Andrew Knight (PR rep for Visit Montana)

Find your next brand collaboration partner! This speed-dating-style workshop puts media, destinations, and brands in the same room for fast, focused conversations designed to spark real partnerships. This workshop moderated by Mollie Hansen, Chief Marketing Officer at Airstream, and Zack Helminiak founder and CEO of Nomadix, will share their own case studies of brand collaboration success and share tips for pulling off your next successful product collab. Come prepared with a clear pitch and an open mind. You'll leave with new contacts, and maybe your next collaboration, already in motion.

The outdoor industry is changing fast—and so are the technologies shaping how brands connect with consumers. From AI-driven content platforms to advanced analytics, today’s marketing and media pros need to navigate an ever-expanding toolkit. This workshop will kick off by highlighting the latest tools that matter now: the ones streamlining workflows, personalizing campaigns, and tracking engagement in real time. Learn what’s hype, what’s here to stay, and how to make smart investments that future-proof your DTC e-commerce and marketing strategy. Whether leading a brand, managing media, or overseeing marketing strategy, you’ll leave with a template to sharpen your marketing/media tech stack.

Trade panels for the outdoors with OMS Excursions — attendees pick one of ten activities set in and around Asheville's Blue Ridge Mountains, each pairing an outdoor experience with a sponsoring brand. Try your hand at bushcrafting with Victorinox, or unwind with a sauna and cold plunge from Nomadix and Hydro Flask. Give back on a conservation work day with the Landmark Project, or learn the basics of fly fishing with Mayfly Outdoors. For something more social, hit the disc golf course at Highland Brewing with UDisc, or paddle Lake Julian with ISLE, Oru Kayak, and Bedrock Sandals. There's also bouldering at Cultivate Climbing with Hydro Flask, a run-hike-and-spa day with Altra and Smartwool, and a scenic waterfall hike with Teva and Yeti. Prefer to stay off the trail? Wander the River Arts District at your own pace. Spots are limited and first come, first served, so RSVP early to lock in your pick: https://outdoormediasummit.com/excursions/

Night two kicks off with a party hosted by SylvanSport! While it's the end of summer and start of fall, we're still going to enjoy the pool deck and the greenspace behind the hotel. You'll find a local DJ setting the vibe, lights around the pool, a bar and drinks, and SylvanSport trailers on display to interact with and explore.

Continue networking during breakfast before our keynote. For the ambitious and early risers, this is another great time to get some facetime!

The AI buildout has gotten out of control right in front of our noses. In Virginia, a planned data center project pushed right up against Manassas National Battlefield Park, potentially impacting the watersheds and recreators around it. Luckily NPCA fought this project and won. But even more federal sites are getting fast-tracked with almost no one from this industry to stand up against them. Where has the industry's leadership been on this? Why has no one mounted a formal industry response? And why is a group that's focused on national parks the one writing the policy response around this? For all the trade groups in this industry, not one got in front of this until it reached national park boundaries. The National Parks Conservation Association lays out what's happening, what it means for the parks and the watersheds that feed them, and what reform looks like. To be clear, they are not advocating a stop to AI and data centers, they are calling for basic common sense rules that everyone can agree on, about where they go.

A million subscribers doesn't happen by accident. A notable panel of highly-accomplished YouTubers with massive followings will break down the strategy behind scaling a YouTube channel from scrappy to seven figures, covering content formats, thumbnail, and title tactics to the algorithm shifts creators need to know about. This session is for brands and creators serious about growing on YouTube, with concrete tactics you can apply to your next upload instead of vague growth advice.

Freelancing sounds like freedom until you're chasing invoices and pitching into a void. This session shares the highlight reels of three successful full-time freelancers who've built sustainable careers in outdoor media. Three successful freelance outdoor gear writers/editors will share what actually pays the bills, how they land repeat clients, and the systems that keep them sane when work is unpredictable. This talk is ideal for both folks just starting out or looking to level-up an established freelance business.

Resale, repair, and recommerce programs are no longer a nice-to-have, they're a growing piece of the outdoor business model. Three brands from across the industry will break down what it actually takes to build a program that pays off, from logistics and pricing to customer perception and brand loyalty. This session offers a grounded look at the real ROI behind circular business models, for brands weighing whether recommerce is worth the investment or still figuring out how to make it work.

From shifting demographics to new spending habits, today’s consumer trends are reshaping the outdoor industry at every level. This executive session delivers a data-driven look at the current state of the industry, highlighting where demand is growing, where it’s slowing, and what’s next. Gain the intelligence you need to make bold, informed decisions in a rapidly changing market.

Some brands build customers. Others build communities so devoted they'll show up in brand gear on a random Tuesday or head to the middle of the mountains for a brand meet-up they’ve been looking forward to for months. Brand marketers, community managers, and social media mavens will unpack what separates a loyal customer base from an actual rabid following of brand lovers – and how brands can foster the kind of community that drives organic growth and repeat purchases. Expect real examples of clubs, ambassador programs, and grassroots gatherings that built lasting brand loyalty from the ground up.

Affiliate marketing looks nothing like it did five years ago. Affiliate managers, software providers, and commerce editors will break down how the affiliate landscape is shifting, from platform changes to new attribution models to the publications reshaping how commerce content converts. This session offers a current look at what's working in affiliate right now, for brands looking to sharpen their affiliate marketing programs and media looking to maximize their affiliate strategy.

Where is outdoor recreation headed next — and how do we know? This breakout session brings together three data-driven perspectives on the future of participation across public and private land and water. Eric Slayman of The Dyrt, James Warner-Smith of Hipcamp, and Alex Maier of onWater will each share insights from their platforms, spanning public camping trends, private land and unique stays, and public land and waterway usage. Together, this panel offers a fuller picture of where campers, paddlers, and outdoor adventurers are headed in 2027, and giving media, brands, and destinations the data to plan smarter for the year ahead.

Growth doesn't come from a single deal anymore, it comes from how well the pieces fit together afterward. This session shares perspective on the current state of M&A in the outdoor industry, from what's driving consolidation across brands and retailers to how to evaluate which acquisitions actually create value versus which just add complexity. Expect practical insights for executives, brand leaders, and CEOs looking to navigate a shifting ownership landscape and build a more resilient, higher-performing business that's stronger together than its parts were apart.

The 2026 midterms are set to reshape Congress, with a wave of retirements and a stack of competitive races poised to shift the political landscape. What does that mean for outdoor recreation policy? This session breaks it down in three parts: first, a data-driven look at where the election stands today and what current trends suggest for the sector; second, a close read on the specific policy impacts those shifts could bring; and third, the case for why outdoor policy remains uniquely resilient, bipartisan, and constituent-driven compared to other issue areas. Drawing on political data, historic trends, and 15 years spent at the center of the outdoor sector’s biggest policy fights, this talk offers a grounded, experience-backed forecast.

Celebrate excellence in the outdoor media industry at the Outdoor Media Awards during our final lunch! This prestigious event recognizes outstanding contributions across various categories, highlighting the creativity, innovation, and impact of professionals in the field. We'll also announce winners of Scavenger Hunt competitions from Tuesday!

You survived OMS 2026. Your reward: dogs. Hang out with adoptable pups from Asheville dog rescue, Mountain Pet Rescue, and Wilderdog, makers of gear for dogs on adventures. You can grab a drink, snuggle some puppies, and take an adoptable dog for a walk around the hotel's greenspace walkways. While you're there, chat with the Wilderdog crew about their give-back mission supporting shelters and rescues nationwide. Fair warning: people have left events just like this with a new best friend. And you can! Mountain Pet Rescue will be adopting out puppies and dogs to interested locals (and visitors).