Outdoor sports and recreation experienced a surge during the pandemic, with activities like golf, fishing, and pickleball seeing significant growth. Unlike other pandemic trends, the interest in outdoor activities persisted, reaching a record 175.8 million participants by the end of 2023, representing 57% of Americans aged six and older, according to the Outdoor Industry Association.

This boom revealed a lack of innovation within the industry, characterized by outdated practices such as over-the-phone bookings and cash payments. Entrepreneurs saw opportunities, leading to the development of SaaS software for hunting and fishing guides, AI-powered golf tee time booking platforms, and even startups for finding pickleball courts, attracting investments from figures like Kevin Durant.

Venture capital interest grew substantially, with investments in sports tech companies rising from $48.60 million in 2019 to $949.26 million in 2021. Despite a drop in 2023, investments remained 290% higher than pre-pandemic levels at $189.71 million.

Benjamin Lazarov, co-founder and CEO of AnyCreek, recounted how booking a hunting guide in Vermont in 2022 led him to create a tech solution for the industry. His frustration with outdated methods highlighted the need for technological advancements, spurred by pandemic-induced changes in consumer behavior. Lazarov noted the acceleration of tech adoption, with a new generation of guides operating primarily online.

Similarly, Mallard Bay, a startup for booking hunting and fishing guides, saw significant growth post-lockdown. From its launch in 2019 to expanding to over 100 guides by 2021, the company benefited from increased demand for streamlined online services.

Loop Golf, another startup, responded to the growing difficulty in booking tee times due to the rise in golf’s popularity. Co-founder and CEO Matthew Holden emphasized the persistent demand for golf post-pandemic, leading to the creation of an automated booking system to ease the process for players.

Changes in consumer behavior during the pandemic have had lasting effects. People now expect online interactions with businesses, a shift seen across various sectors, including outdoor recreation. The transition to digital solutions, as seen in restaurants adopting cashless transactions, has proven beneficial, enhancing business operations and profitability.

Scott Holloway, managing partner at Starting Line and investor in AnyCreek, highlighted the trend of younger generations prioritizing experiences over physical goods. Startups supplying gear and accessories, such as Eastside Golf and Malbon Golf for golf enthusiasts, and Nettie and Recess for pickleball players, are capitalizing on this trend.

Early entrants like Hipcamp and AutoCamp demonstrated consumer demand for innovation in outdoor recreation. Despite advancements, many services, from canoe rentals to ziplines, still operate with outdated websites and methods, presenting further opportunities for tech-driven improvements.

The market for outdoor recreation remains vast, with significant potential for software to revolutionize consumer experiences. As Marc Andreessen noted, “software is eating the world,” and the outdoor recreation sector is one of the last areas ripe for digital transformation. Entrepreneurs and investors alike recognize the massive market opportunity to ride this wave of demand for technological integration.