Unplugged #7: the outdoors for 'normal people', waking up from a bad run, the Field Notes thing, and microspikes vs. crampons

People like me – outdoor enthusiasts who also work in outdoors media, who have friends that work in outdoors media, and spend all day reading outdoors media – sometimes have a skewed view of what is commonly called 'the outdoors'.

I have an email inbox filled with press releases from brands and agencies, not to mention many (many!) submissions from writers and photographers eager to get their work in print. It’s the gems I unearth in the latter class that stop me from getting cynical – the genuine stories of passion and adventure that surface, often (but not always) from people outside the established outdoors media world. Writers and photographers who are getting started, or people who have just done something cool and want to get their story out there. People who bring something fresh to the field. This is the stuff that makes my work so enriching.

But, it’s got to be said, I don’t think I could do this if I were embedded deeper in the industry side of it and no longer had the contact with real people. Not without losing my mind. I’m not throwing shade at anyone in particular, but increasingly I think there’s a mismatch between the priorities of the industry and the priorities of those of us doing the outdoor stuff. A huge mismatch.

A brand, for example, might think that ‘everyone’ is talking about how the industry is shifting towards PFC-free fabrics and more sustainable supply chains. And in the weird mirror world of the outdoor industry, this is indeed a hot topic. But how many regular hill-goers are aware of this – at least those who don’t spend every waking second interacting with influencers on Instagram? I’m not saying these things aren’t important, but are they what actual customers want from gear brands? And what about those of us in outdoor storytelling?

I’ve been thinking about this since the weekend, when I went out on the hill with the Forfar & District Hill Walking Club. Our objective: Ben Chonzie, a mountain near Crieff. The conditions: thin, but wintry up high. The conversation: varied and interesting. Our chats did cover the outdoor industry (including gear, magazines, films, books etc.) at times, and I made a few notes about opinions shared.

Don’t read too much into this, as they’re only the views of a handful of individuals… but maybe all of us in this line of work should expose ourselves to more grounded views a bit more often. Especially folk in marketing departments and agencies.

What customers actually want from outdoor gear

When it comes to gear, we’re often told that customers value innovative features, transparency, sustainability. But several people in the group spoke to me about gear, and here are the things they actually value:

• Durability. People only have so much money to spend, and gear is getting a lot more expensive. Big-ticket items must last a long time.
• Versatility. If a tent can do double duty for both summer and winter, that’s better than having to buy two tents.
• Comfort. Weight is important, especially in winter, but comfort is more important.
• Consistency and long-term availability. If the brand is making a good product that people like, will they keep making it for five or ten years, or will they replace it with a new version for vague marketing reasons? Maybe a new version that’s worse, or just different with few tangible advantages? Different for no good reason != innovative.
• Retailer or brand warranty. I heard several stories about this. Brands/retailers that will stand by a product for the long haul, ideally offer a lifetime guarantee, are highly prized.

Outdoor storytelling

I hate to say this, but nobody I spoke to about the subject had picked up a newsstand outdoor magazine (such as Trail or TGO) for years. Outdoor books and YouTube films are popular, especially if they’re made by people who have done impressive things in the Scottish hills! There was a preference for relatable characters and a light touch when it comes to brand influence.

Mountain navigation

Map and compass were carried as a backup but not used. Smartphone navigation is entirely mainstream. Everyone uses the OS Maps app. A quote: ‘Phones are great at getting your location now, even in winter. I don’t worry about it.’

Outdoor photography

Quite understandably for people who simply take pictures to document their adventures and don’t otherwise think about it that much, attitudes towards photography were relaxed. A few quotes (including one from a previous photography-oriented meet):

• ‘Phones have replaced cameras for most people, haven’t they? I couldn’t carry a heavy camera with me, especially in winter.’
• ‘Just point and click! I don’t worry about anything else.’
• ‘I don’t agree with doctoring images or editing them in any way, and in fact I feel quite strongly about this – I want the photo to be what I saw at the time.’

Other sports

Many of the other people in the group enjoy cycling and have multiple bikes. Several are runners or climbers. This is one area where I feel the outdoor industry has hit the nail on the head – lots of people really are into multiple outdoor activities these days, which is great to see.

Hope this has been interesting. It’s certainly not scientific, but it did provide a useful reality check, and was a reminder that the real world of ‘the outdoors’ is about regular people getting out there and doing regular adventure stuff. It’s not about the contents of press releases or the missives of influencers. Reluctantly, I’ve got to include myself in that category, even though I don't identify as one!

Recently published

Nothing this week! But here’s another plug for Sidetracked Volume 32. It’s a great one, I promise.

What I’ve been reading

Books and magazines

Just started: What I Talk About When I Talk About Running, Haruki Murakami. It’s been on my shelf looking at me for years, and I’ve been hearing a bit about this book lately, so it’s jogged to the top of my TBR list.

I’m not sure why I never thought to add this in before, but I put my money where my mouth is when it comes to print magazines. In addition to receiving copies of the magazines I currently write/work for (Sidetracked, Like the Wind, The Great Outdoors) I also subscribe to the following in print:

• Black and White Photography – until last year, I had been a subscriber to Outdoor Photography for many years, but decided to switch subscriptions. Why? I’d picked up a copy of B&WP and found its approach really refreshing: a roughly 50/50 split between analogue and digital, recent and historical work. There’s also a strong emphasis on art and culture. Technical aspects of the craft are present too, but secondary to art – an approach I appreciate. Overall I find it a more diverse and interesting read than OP (which is not to say OP is bad, just that it’s less me).
• The New Atlantis – a recent find. This quarterly journal has the tagline: ‘Our aim is a culture in which science and technology work for, not on, human beings’. It publishes work championing human values rather than machine values, and stands against the use of tech to concentrate power and disenfranchise people and communities. In other words, Luddism. I should mention that it has a slight right-leaning bias, while most of my own views are left of centre. However, the journal describes itself as a nonpartisan publication, and this fits what I’ve read so far. Also, I believe it’s important to read views that don’t fit neatly into your existing filter bubble. We’ll see how I get on with it.

Maybe in future newsletters I'll add bits about stories I've enjoyed in these magazines lately. Please let me know if you'd be interested in this. I’m also always interested in other magazine recommendations – I could justify a third or even fourth subscription!

Online stuff

On the subject of subscriptions, I also subscribe to analog.cafe, an absolutely superb film photography blog. The subscription is worth it for a wealth of technical information and how-to guides on many aspects of analogue photography.

A Short Wander in the Cairngorms – Chris Townsend on a slower, less goal-oriented, perhaps more wholesome way of experiencing the mountains. ‘Often when I go to the woods and hills I don’t have a particular destination in mind, no summit to reach, no trail to hike. I go just to be there, to enjoy walking and camping in a wild place. That can mean my plans, such as they are, can change according to the weather, how I’m feeling, and anything that catches my eye.’ (Oh, and Chris has made a start on Substack too – he’s one of the greatest living authorities on British hillwalking and backpacking, so do give him a follow!)

Waking up from a Bad Run – Jenny Tough’s Substack newsletter is one of the best regular sources of good takes on running I’m aware of. Yes to all of this: ‘There will be more bad runs, and there will be more good runs. And as they say, you can’t recognise good things unless you’ve also met some bad things.’

Microspikes vs Crampons - Safety Advice Issued – this is sensible and fits with my own experience. Microspikes are useful tools, especially for runners, but have fairly hard limits in terms of their capabilities. I see anecdotal evidence that people see them as interchangeable, though, which is not the case. I once got into difficulties on a steep glacier in the Alps because I was relying on microspikes and did not have crampons or ice axe with me.

The Field Notes Thing – I don’t often link to Apple tech blogs any more, but Stephen Hackett has written a great post about his love for (and practical use of) Field Notes pocket notebooks. I love this: ‘Yes, they can get lost or damaged, but they shouldn’t be precious. I’ve torn them, gotten them wet, and misplaced them from time to time. They are tools; as long as they’re on my desk, in my pocket, or in my backpack, I know I’m ready for the day.’

Sajama and the journeys of a heart: high-altitude climbing and grieving – Anna Fleming on death, mountains, and dark matter. ‘I had always thought I would live a long life but Rebecca who was strong and healthy was just 42 years old. Her sudden ending told me death could come at any moment. Living became sharp. Urgent.’

Microsoft Study Finds AI Makes Human Cognition “Atrophied and Unprepared” – this is an important study we should all pay attention to. Yes, we all offload some of our brain power to technology every time we use a computer, but when it comes to AI tools this is on a new level entirely. A key quote for me: ‘while AI can improve efficiency, it may also reduce critical engagement, particularly in routine or lower-stakes tasks in which users simply rely on AI, raising concerns about long-term reliance and diminished independent problem-solving.’ Do we want to reduce critical engagement? I’ll link back to last week’s newsletter, which is all about why I want to live in a world where people care more, not less.

That’s all, folks

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