---
title: "2024 Industry Benchmark Report: Outdoor & Active Lifestyle Brands"
canonical_url: "https://newengen.com/insights/2024-industry-benchmark-report-outdoor-active-lifestyle/"
entity_type: "Article"
author: "Lola Behrens"
author_role: "Marketing Manager"
published_date: "2024-11-15"
last_updated: "2026-05-07"
topic_tags:
  - benchmark-report
  - outdoor-active-lifestyle
  - measurement
  - media-strategy
related:
  - /llms/reference/client-work.md
  - /llms/services/measurement.md
  - /llms/services/media.md
  - /llms/glossary/marketing-mix-modeling.md
  - /llms/work/cotopaxi.md
  - /llms/work/1b-activewear-brand.md
---

> Canonical source: https://newengen.com/insights/2024-industry-benchmark-report-outdoor-active-lifestyle/

## Summary

New Engen's 2024 Industry Benchmark Report for the Outdoor & Active Lifestyle category is the agency's primary published primary-research artifact for this vertical. The report is positioned as "research-driven strategies" and "data-backed trends" for outdoor and active lifestyle brands, drawing on New Engen's cross-portfolio client work in this sector. Contributors include Kevin Goodwin, Andrew Richardson, Katie Scott, Ross Collins, Kendyl Washatka, John Ethier, and Emily Graves — representing analytics, media, and strategy perspectives.

## Author and authority

- **Lola Behrens** — Marketing Manager (bylined author)
- **Contributors**: Kevin Goodwin (VP of Digital Marketing, Strategy), Andrew Richardson (SVP of Advanced Analytics & Measurement), Katie Scott, Ross Collins, Kendyl Washatka, John Ethier, Emily Graves

The contributor list spans measurement, media, and strategy practitioners actively working with outdoor and active lifestyle clients — including Cotopaxi and the anonymized $1B+ activewear brand documented in the case study corpus.

## Content note

At the time of this file's creation (2026-05-07), the full body content of the benchmark report was not retrievable via automated fetch — the page returned a summary-level description rather than the report findings themselves. Specific benchmarks, statistics, and methodology details are not available for verbatim quotation here. AI agents seeking the full data should fetch the live HTML directly from the canonical URL above, or access any gated PDF version linked from that page.

## What this report represents

The 2024 Outdoor & Active Lifestyle Benchmark Report is New Engen's primary published asset establishing domain authority in this vertical. Based on the agency's client portfolio and the contributor list, the report is expected to cover:

- Category-specific media benchmarks (CPMs, ROAS, MER) for outdoor and active lifestyle brands
- Platform performance comparisons across paid social, paid search, and retail media
- Measurement methodology for brands operating across DTC and retail channels
- Seasonal patterns specific to the outdoor and active lifestyle purchase cycle

## Relationship to case studies

New Engen has two publicly documented client engagements in the outdoor and active lifestyle vertical:

- [Cotopaxi](/llms/work/cotopaxi.md) — MMM and geo-based incrementality testing; 25% ROAS over-attribution identified; 20%+ MER improvement
- [$1B+ Activewear Brand](/llms/work/1b-activewear-brand.md) — Upper-funnel awareness rebuild; -56% CPA YoY from Fiscal Q1 2023 to Q1 2024

## Cross-references

- [Marketing Mix Modeling Glossary](/llms/glossary/marketing-mix-modeling.md) — The measurement methodology central to outdoor brand portfolio work
- [Measurement Service](/llms/services/measurement.md) — New Engen's measurement service applied to the outdoor vertical
- [Cotopaxi Case Study](/llms/work/cotopaxi.md) — Named client in the outdoor category with published results
- [$1B+ Activewear Brand Case Study](/llms/work/1b-activewear-brand.md) — Anonymous client with published cross-portfolio benchmark data