In 2023, the fishing and boating industry showed incredible resilience and adaptability, welcoming a diverse range of new anglers and boaters while adapting to constant changes in consumer preferences, environmental concerns and technological innovations.
One of the most encouraging developments is the growing diversity and youth participation among anglers and boaters. The 2023 Special Report on Fishing showed that 4.1 million first-time participants hit the water (up significantly from 2021), and 40% were women. Almost 20 million women went fishing in 2022 (a record-high participation rate), 86% of current fishing participants fished before age 12, and Hispanic participation in fishing saw an all-time high of 45%.
To welcome this younger and more diverse population to the sport, the Recreational Boating & Fishing Foundation at the beginning of the year hosted an industrywide webinar presenting the main results of the research we conducted in partnership with global marketing research firm IPSOS. This research showed the psychological benefits of fishing for active female anglers, and pointed out the obstacles to lasting participation among this group of anglers, who still feel a lack of respect and community on the water.
Additional research in partnership with Southwick Associates revealed a significant financial opportunity to engage women in fishing and boating. A 10% increase in participation equates to an additional $1 billion in revenue for the sportfishing industry.
With this information, the RBFF and its consumer brand, Take Me Fishing, created an integrated, consumer-facing marketing campaign: Find Your Best Self on the Water. It resonated well with women and men in testing. The campaign launched in May on different platforms across markets nationwide. It showed that women who fish are happier and healthier. The campaign also addressed some of the barriers women face in fishing and boating, inspiring women everywhere (and their families and friends) to try something new that could help them find their best version of themselves.
In June, National Fishing and Boating Week was celebrated nationwide with the launch of Take Me Fishing’s Fearless Fishing Line. Through an online sweepstakes, a limited-edition fishing line created by the RBFF in partnership with Berkley reached consumers on and off the water. Fearless Fishing Line had almost 124 million earned media impressions and nearly 1 million paid and organic social media impressions, which generated a 54% lift in online conversations. The campaign motivated consumers to take advantage of free fishing days across the country and to go fishing and boating during National Fishing and Boating Week.
The message encouraging more women and their families and friends to get out on the water was also spread by a fleet of influencers throughout the summer, and the “strong line for strong women” tagline of Fearless Fishing Line reached such essential industry events as the International Convention of Allied Sportfishing Trades. There, the RBFF distributed Fearless Fishing Line kits to more than 100 attendees at the Women’s Engagement breakfast presented by Kastking.
Fearless Fishing Line reached 200 influential and barrier-breaking women across industries and generations at the Forbes Power Women’s Summit in September in New York City. Entrepreneur Ty Haney, Outdoor Voices founder, talked about how fishing and boating helped her become a better leader, improved her mental health and helped her succeed when building a business.
Another highlight of the Find Your Best Self on the Water campaign was a familiarization trip that took female freelance writers and journalists from all walks of life to experience fishing and boating in Bozeman, Mont., in July. In partnership with Simms, the media group gained experience with the fishing-shopping experience and the business behind the brand. Also, thanks to Old Town Watercraft, the group spent an afternoon paddling on Lake Ennis. The group also experienced the conservation aspect of fishing and boating with a visit to Ennis National Fish Hatchery, accompanied by a representative from the Montana Department of Natural Resources and Conservation, who highlighted the healthy waters of Montana.
The RBFF also focused on youth engagement and accessibility of diverse communities to fishing and boating, awarding State Recruitment, Retention and Reactivation (R3) grants to 10 programs that provide education and access to fishing and boating, as well as mentoring opportunities, to underserved and multicultural families in nine other states, with $500,000 to support the continued increase of fishing and boating participation. The RBFF also provided grants through its George H.W. Bush Vamos A Pescar Education Fund to 16 programs in eight states, supporting Hispanic families with fishing and boating experiences and education.
Industry brand donations were crucial to these achievements. For example, a donation from Pure Fishing to South Carolina’s Department of Natural Resources brought fishing to urban areas across the state through the RBFF’s mobile First Catch Center, equipped with fishing gear to provide an opportunity to cast a line. Donations from Vista Outdoor Foundation and Brunswick Associates supported Hispanic families within the Vamos A Pescar Education Fund.
In a year when we saw the climate-change conversation grow, we witnessed the continued commitment of anglers and boaters to water conservation. A report conducted by RBFF and global marketing data company Savanta showed that most U.S. anglers and boaters know the connection between fishing, boating and conservation, with four in five anglers aware that 100% of funds from fishing license sales go toward conservation initiatives. Although conservation may not stand out as a driver of fishing, it consistently stands out as a passion among anglers, especially within the youngest demographics. Ninety-two percent of survey respondents said they wanted to help protect and preserve waterways, and 91% cared about healthy fish populations and public access to fishing and boating opportunities.
Also in the R3 arena these past few months, the RBFF staff attended multiple state and industry events. We educated stakeholders about our efforts, developed R3 partnership opportunities and reinforced the importance of community inside and outside our industry. In August, the RBFF shared information about its history and mission, governance structure, strategic plans and programs at a Marine Retailers Association of the Americas board meeting. Similarly, with the American Sportfishing Association board of directors, the RBFF had a chance to dive deep into why our initiatives target younger and more diverse groups.
At the International BoatBuilders’ Exhibition & Conference, 900-plus industry breakfast attendees heard about our efforts. Our president and CEO, Dave Chanda, was interviewed on-site by Soundings Trade Only about our programs and resources.
All these conversations around the R3 concept are crucial for the continued growth of the fishing and boating industry. Looking forward, the RBFF is paving a path for new fishing and boating participants. We are also reinforcing our commitment to government and industry stakeholders to provide programs and resources that improve angler and boater retention.
As always, there is much to celebrate, but our work is not yet done.
This article was originally published in the December 2023 issue.
