More women in the United States are planning to spend time outdoors in 2025 than ever before, according to new research from Winnebago Industries.
The company’s annual Spotlight Survey, released this spring, found that 52% of women intend to increase their outdoor activity in the coming year—a six-point rise from 2024 levels.
The survey, which sampled 1,000 U.S.-based women aged 18 and older, also found that 89% plan to either maintain or increase their outdoor engagement.
Over half of respondents (55%) said they already spend six or more hours outside each week, highlighting a sustained commitment to outdoor recreation.
“It’s inspiring to see more women recognizing the power of the outdoors and its positive impact on health and well-being,” Amber Holm, chief marketing officer at Winnebago Industries, said in a press release.
“From empowerment to connection to a sense of freedom, spending time outside delivers meaningful benefits for everyone,” Holm added.
The report marks the fifth installment of the Winnebago Industries Spotlight Survey, which examines outdoor industry trends and consumer behavior. This year’s edition focused on the motivations driving women’s participation in outdoor activities and the obstacles that still hinder broader involvement.
Among women increasing their outdoor activity, top reasons cited included staying active (56%), improving overall health (54%), reducing stress (52%), and boosting mood (48%). While these motivations span all age groups, the survey found generational differences in how women perceive the outdoors’ impact on their lives.
Baby Boomers are primarily focused on physical health benefits, whereas Gen Z and Millennials are more likely to view outdoor activity as a means to develop independence, acquire new skills and gain personal insight.
Despite increased enthusiasm, 90% of women surveyed identified at least one barrier to participating more in outdoor recreation. Safety concerns were most commonly cited, with many women expressing discomfort about going outdoors alone.
Over half of respondents (52%) said they would be more likely to participate in outdoor activities if they could do so with a friend or loved one. Eighteen percent said they would spend more time outside if they felt safer or had more access to guidance and information.
“Community, safety and education are critical factors in the enjoyment of outdoor recreation,” said Holm. “As an outdoor industry, it’s time for us to unite and ensure that every woman feels welcome, safe, and empowered in the outdoors.”