It’s Time for the Outdoor Industry to Talk About Addiction
In America, we don’t understand addiction—let alone talk about it.
We lean into antiquated stigmas before we see the human behind the problem. We whisper about it in hushed tones, assuming it’s something that happens to other people, somewhere else. The truth? One in three households in the U.S. is affected by addiction. It’s in our families, our workplaces, and yes—it’s in the Outdoor Industry.
We talk about mental health, sustainability, and inclusivity in the outdoor space. But when it comes to addiction and recovery? We go quiet.
We need to change that.
Because the outdoors is one of the most powerful recovery tools we have. Science backs it, lived experience proves it, and the sober and sober-curious movements are gaining real traction. If we, as an industry, are serious about making the outdoors accessible to everyone, we need to start acknowledging that not everyone wants to celebrate a summit with an IPA—or can.
It’s time for the Outdoor Industry to step up its game!
We’ve built this industry around adventure, resilience, and self-discovery. And if you ask me, getting sober is one of the greatest adventures of all.
Recovery Isn’t a Buzzkill—It’s a Superpower
Let’s be real: the biggest misconception about recovery is that it’s boring. That once you quit drinking or using, you’re doomed to a life of stale coffee, dull conversations, and awkward small talk in fluorescent-lit church basements.
But here’s the thing: no one quits drinking to be bored. We quit because we’re chasing something bigger. More clarity. More connection. More actual, real-life adventure—not the kind that ends with a blackout and a list of regrets.
At Sober Outdoors and other adventure-based recovery communities, we are challenging the outdated notion that sobriety is dull or that it dooms you to a lifetime of rehashing past mistakes in a dimly lit church basement. Sobriety is anything but boring. It’s the biggest adventure of your life, filled with discovery, connection, and adrenaline-fueled experiences that don’t require a buzz to enjoy. Whether it’s backcountry skiing, mountain biking, or camping under the stars with a group of like-minded adventurers, sobriety is proving to be a pathway to something far greater than a bar tab and a headache.
And let’s talk about the data that proves recovery isn’t just life-saving—it’s life-enhancing:
People in long-term recovery report higher life satisfaction than the general population.
Active, community-based recovery—like hiking, climbing, and group fitness—reduces relapse risk by 50%.
Just one hour in nature has been shown to reduce drug and alcohol cravings significantly compared to time spent in urban environments.
Recovery isn’t about giving something up—it’s about gaining back everything you almost lost. And for a lot of us, that means returning to the outdoors—or discovering it for the first time.
Why the Outdoor Industry Needs to Pay Attention
Let’s zoom out for a second. Substance Use Disorder isn’t a niche issue—it’s a mainstream crisis.
46.3 million Americans have a substance use disorder.
Nearly one million people have died from drug overdoses since 2000.
The economic impact of addiction in the U.S. exceeds $600 billion annually—more than cancer and diabetes combined.
This isn’t just a healthcare issue. It’s a workplace issue, a community issue, and yes, an outdoor industry issue.
We see it in ski town culture, where après starts at noon and shotskis are a rite of passage. We see it at trade shows, where networking happens over beers, and skipping the booze can feel like social exile. We see it in the unspoken expectation that to belong in the outdoor world, you should be able to drink hard and play hard.
But here’s the reality: not everyone wants to celebrate their summit with an IPA. And not everyone can.
Now, I know and respect that as an industry, we have many challenging headwinds we need to focus on—especially, but not limited to, the all-out attacks and ethically questionable decisions being made at the speed of light about our National Parks and Public Lands. Without a doubt, those are the most important fights we must be in and persevere through.
But I believe there’s room for expanding the conversation and support around mental health, and more specifically, Substance Use Disorder and addiction.
The Sober & Sober-Curious Movement Is Growing—Brands Should Take Note
The shift is already happening.
“Sober-curious” isn’t just a trend—it’s a movement. A recent survey found that over 50% of U.S. adults are actively trying to drink less. Non-alcoholic beverage sales have grown by 315% in the past four years.
Gen Z is drinking significantly less than previous generations, prioritizing wellness, fitness, and social connection over alcohol.
Sober Outdoors and other adventure-focused recovery communities are proving that sobriety is not about restriction—it’s about expansion.
Outdoor consumers—your customers—are increasingly choosing to live alcohol-free or reduce their drinking. They’re looking for brands that align with their values.
Right now, there’s a massive opportunity for the Outdoor Industry to lead the way in supporting sober-friendly experiences.
So What Can the Outdoor Industry Do?
We’re not here to cancel happy hour. But we are here to make sure that people in recovery—or anyone who simply chooses not to drink—feel just as welcome in outdoor spaces as everyone else.
Here’s how we do it:
1. Normalize Recovery in the Outdoors
Brands should be telling the stories of sober athletes, climbers, trail runners, and weekend warriors who have found freedom through adventure.
2. Make Outdoor Events More Sober-Inclusive
Outdoor Retailer made history by hosting a sober-friendly happy hour—but that should be the norm, not the exception. Imagine film festivals, climbing competitions, and outdoor trade shows with intentional, alcohol-free spaces.
Not because drinking is bad—but because options matter.
3. Create Grants and Programs for Sober Adventure Initiatives
What if outdoor brands created scholarships for sober adventurers to attend climbing courses or backcountry expeditions? What if they donated gear to recovery-focused outdoor programs?
4. Shift the Culture—One Conversation at a Time
It starts with awareness. With recognizing that not everyone in the Outdoor Industry drinks—and that’s okay. Some brands have already started doing this:
HOKA has featured addiction recovery stories in its marketing, tying them to the power of the outdoors. On its blog, HOKA spotlights athletes who turned their lives around through trail running and sobriety. For instance, HOKA’s “Women Who Fly” series profiled ultrarunner Catra Corbett, who “decided to conquer her drug addiction” and found a new path in endurance running.
Sawyer Products, known for water filters and gear, has directly promoted the benefits of nature in sobriety. In 2024 it sponsored the “Nature Untold” podcast, which shares stories of outdoor enthusiasts in recovery.
5. Support Those of Us in or Starting a Their Recovery Journey
This is an obvious one and one that is already practiced. Let's step it up a notch and acknowledge our friends, colleagues, family members, and trail buddies who may be suffering in silence. They need your support and more importantly, empathy, than you'll ever know.
The Outdoors Is for Everyone—Let’s Make That True for People in Recovery
Adventure and recovery are deeply intertwined. They both require courage, resilience, and the willingness to embrace discomfort. They both involve pushing past limits—whether it’s physical, emotional, or psychological. And they both remind us that we are capable of more than we ever imagined.
I’m not saying every outdoor brand needs to slap “sober-friendly” on its next ad campaign.
But I am saying this:
The Outdoor Industry has the power to redefine what belonging looks like.
For decades, we’ve sold people on the idea that adventure is for everyone—no matter their background, body type, or ability. Now it’s time to extend that same welcome to people who are in recovery, sober-curious, or just over the beer-first culture that dominates so much of the outdoor scene.
As someone who has experienced firsthand how the outdoors can change lives in recovery, I can tell you: the adventure doesn’t end when you quit drinking. It begins.
And if the Outdoor Industry is as forward-thinking as it claims to be, it’s time to make sure everyone—sober, sober-curious, or just looking for a different kind of high—knows they belong.
The mountains don’t care what’s in your cup. Maybe it’s time we don’t either.
About Sober Outdoors & Nick Pearson
Nick Pearson is the Founder and Executive Director of Sober Outdoors, a fast-growing Denver-based organization and community that is redefining what recovery looks like through outdoor adventure and backcountry exploration. With nearly two decades of experience in the outdoor and lifestyle specialty channels, Nick saw a massive gap in aftercare programs and support groups, as well as a need for more inclusive, alcohol-free spaces where people in recovery, the sober-curious, and those simply looking for outdoor adventure without the party culture could thrive.
Enter Sober Outdoors—a 501(c)3 nonprofit dedicated to making sobriety an adventure, not a limitation. Through guided hikes, backcountry expeditions, ski meetups, and community-building events, Sober Outdoors provides a powerful alternative to the alcohol-centric culture that often dominates outdoor recreation. The organization is currently active in five cities and continues to expand, proving that connection, nature, and adventure are some of the most powerful tools for long-term recovery.
For more information or press inquiries, please write to us at contact@soberoutdoors.org.
