Case Study: Outdoor Industry Association achieves a renewed strategic roadmap to boost member value and drive industry-wide sustainability with OnStrategy

Uniting an Industry to Promote the Outdoor Lifestyle and Address Climate Change

The Outdoor Industry Association (OIA), a large member collective representing brands like REI, Patagonia, and Hydroflask, needed to evolve its strategy to better serve members and advance industry-wide climate and participation goals. OnStrategy was engaged to provide leadership and culture support through a facilitated strategy retreat to help OIA pause, reassess competitive advantages, and refocus on delivering deep member value.

OnStrategy led a two-day facilitated exercise, with Erica Olsen and Jeff Brunings guiding OIA’s leadership team to identify unmet member needs, surface relevant mega-trends, and re-center the organization. The engagement produced a clear roadmap and renewed alignment—positioning OIA to drive measurable progress in policy influence, sustainable business innovation, and outdoor participation as it implements the plan developed with OnStrategy.

Outdoor Industry Association