What many consumers and newcomers to the outdoor industry might not know (but intuitively sense) is that the outdoor industry developed a large vacuum in the wake of the pandemic. It’s not only reflected in the very painful vacancies left by specialty retail closures and supply chain craters that spelled doom for manufacturers, but also in the conspicuous and jarring absence of a marquee gathering place.

For years, Outdoor Retailer attracted almost every single person, brand, and business to palatial convention halls that, when all attendees were accounted for, had less elbow room left over than a bivy sack. Those days seem long gone (though the show has promise with a reimagined purpose).

But after 5 years of Zoom meetings, virtual showrooms, and a smattering of smaller niche shows, a flicker of anticipation has quickly spread among industry vets over a potential new “big thing.” Debuting for the first time as a standalone event, Switchback — previously a segment within the annual The Running Event show — will take place in Nashville, Tenn., at the Gaylord Opryland from June 16 to 18.

Already, Switchback has revealed a surprising lineup of heavy-hitting brands and attendees.

When I spoke to Christina Henderson, director of both The Running Event and Switchback, she confirmed that the response to the show has been quite a surprise.

“We have 170 brands committed — that’s 30,000 square feet of exhibit space,” Henderson told me last week. “We didn’t realize how big of a deal this would be.”

What led to this response? To be sure, every vacuum creates opportunity. But Switchback has also deliberately taken certain pages from the big trade show playbook, while ripping out others in favor of a new paradigm.

Switchback: Different by Design

Among the 170 confirmed brands are industry titans like The North Face, Arc’teryx, and Cotopaxi, all of which had stopped attending OR. However, Switchback will also have a large contingent of small, independent brands and specialty retailers. According to Henderson, the show will ensure nobody has to play second fiddle to companies with deeper pockets.

“We limited the booth size at Switchback Spring, so the largest booth you can get is 400 square feet,” she said. “That concept has been really well received; you’ll have category leaders next to emerging brands, and you won’t have these ‘Taj Mahal’-type booths. It has really created an inclusive and welcoming floor plan.”

Additionally, Switchback will dedicate an exhibit to assist specialty retailers. Show organizers hired a merchandising agency to design and assemble an “innovation lab.” A veritable concept store within the show, this lab will demonstrate how retailers can assemble and curate pillar products, like camping gear, footwear, and backpacks, differently.

Even though it’s all just “on paper” at this point, Henderson and her team have already received good feedback.

“I’m most looking forward to seeing the turnout from outdoor specialty buyers,” Mason Brent, wholesale director at Howler Brothers, told GearJunkie. “We haven’t been to OR in years, so this type of networking in an open floor plan format will be fun to experience again.”

What to Expect

Beyond some retooled approaches, Switchback will have a little old, a little new, a little borrowed, and a little … blue.

“There’s a river that goes all around the property!” Henderson said cheerfully of the event venue, the Gaylord Opryland. “So we have ‘Switchback’-branded boats. You can get in a boat and go around the river within this property.”

Novelty aside, Switchback will adhere to some familiar structure. Expect jam-packed days one and two, with an opening reception on the first evening for brands, buyers, and media.

A robust slate of educational sessions, much of it tailored to small business strategy, will take place in an on-site theater. Jim Weber, former CEO of Brooks Running, will deliver the opening keynote, addressing what Henderson described as “the current moment of change” throughout the outdoor industry.

And of course, attendees will be sure to scurry away to all manner of after-hours gatherings, parties, and extracurriculars.

Energy Is Success

So far, as a concept, Switchback is on track to fill the demand left in the wake of 2020.

“Switchback feels like it has good energy,” Ross Herr, Rab’s vice president of sales for the U.S., said. “They’ve listened to feedback, kept prices low, and the timeframe tight. Everyone sounds like they’re bringing more modest footprints than the national events of the past, so it will hopefully be about connecting with our retailers and talking about great new products.”

The early buy-in is promising, but the success of Switchback — and whether it can rise to the level of an Outdoor Retailer — will hinge on the experience.

Henderson acknowledged there will be follow-up surveys to gauge attendee satisfaction and find room for improvement. But she also confirmed that what will ultimately win (or lose) the day is not so tangible.

“How I could put it into words — the vibe or the energy. That is how I knew The Running Event was successful beyond the numbers or the record-breaking attendance, it’s the energy,” she said. “If you’re there, you feel it.”

You can sign up to attend the debut Switchback Spring show — but act fast. Exhibit space for the show has already surpassed 96% capacity.