Andrew Denton, CEO of the Outdoor Industries Association (OIA), firmly believes that education and events like Outdoor and Social are vital for the growth and success of the outdoor industry.
His passion for fostering engagement and professional development within the sector was evident at this year’s event in Edale, March 11-13, where he not only delivered a compelling speech but also introduced key initiatives, including the OIA’s new apprenticeship scheme.
With nearly four decades of experience in the outdoor sector, Andrew’s career trajectory has been shaped by his deep commitment to the industry. He began his journey in 1984 in outdoor education, before moving into senior management and ownership roles in some of the most renowned outdoor businesses. His extensive resume includes leadership positions at Rohan, Mountain Equipment, Sprayway, and the Outdoor Sports Company. Currently, he also plays a key role in the climbing wall sector, adding another dimension to his broad expertise.
However, Andrew is perhaps best known as the modern founder and co-owner of the international technical brand Mountain Equipment. His 17-year tenure at the company saw it grow into a leading name in the outdoor gear market before he sold it in 2003. Since August 2011, he has served as the CEO of the OIA, leading initiatives that support and promote the UK outdoor industry. His influence extends beyond national borders, as he is also the Secretary General for the It’s Great Out There Coalition (IGOT), a non-profit initiative launched by The European Outdoor Group, aimed at encouraging people to enjoy and engage with outdoor activities. Additionally, he is a member of the ukactive Membership Council, working to improve health and wellbeing through increased physical activity.
Andrew was no stranger to the Outdoor and Social event, having been a speaker at last year’s inaugural edition. This year, he returned with even more enthusiasm, energized by the event’s evident growth and its increasing impact on the industry.
“In its second year, the event feels significantly bigger,” Andrew noted. “Just driving in, I couldn’t find a parking space, which says it all. There’s a lot more people here, it feels a lot more professional, bigger, more brands, bigger brands, a wider selection of staff.”
His observations highlight the rapid expansion of the event, which has gained momentum within the outdoor community. Many attendees and industry professionals initially questioned whether the event would survive beyond its first year, but the growing turnout and increasing industry engagement suggest it is here to stay.
“It feels on the tipping point at the moment. I think last year, it’s fair to say, everyone was like, ‘Will it survive? Will it make it?’ Great idea, but not enough people here. This year, the buzz is real,” Andrew said. “We’re just doing a video with Adam (Renshaw) and the Outdoor and Social team and getting the drone up and looking down at the buzz going on was great.”
The video captured the energy and excitement of the event, and Andrew ensured it was played at the OIA Conference the following week to generate further interest and encourage more industry professionals to attend in the future.
“It was an attempt to get the FOMO for people who weren’t here going ‘bloody hell, that looks good. I should have been here,’” he explained. “The event is like the little train at the top of the hill at the moment and we just need that momentum to get over the other side. So, I really hope that people continue to go for it next year and really create that momentum so that we get to critical mass, because it’s a fantastic idea. Everyone you talk to says it’s a great idea. I hope it survives. It’s just a question of getting enough people to buy in.”
In addition to its role as a networking and engagement platform, Outdoor and Social is also making significant strides in workforce development. Last year, the OIA and Outdoor and Social partnered to implement the first certification scheme for outdoor retail staff in the UK. This initiative aimed to professionalize the sector, improve staff retention, and enhance the overall customer experience by equipping retail workers with valuable skills and knowledge.
Building on that success, the OIA introduced a new apprenticeship scheme at this year’s event, which was met with considerable enthusiasm. Andrew took to the main marquee to discuss the program and its potential impact on the industry.
“I don’t speak to anyone who thinks it’s a bad idea to help train staff, retain staff, build their CVs, and keep people in the industry,” Andrew stated. “The concept is great. We’re working well with SKERN, and all the training is paid for by the government. You can get an NVQ or a formal apprenticeship in outdoor retail, which you can do completely within your workplace. There’s no college placement. You can do it all online and within your current job and take a portable qualification.”
The accessibility and flexibility of this apprenticeship program make it an attractive option for both employers and employees. Unlike traditional education programs that require time away from work, this initiative allows individuals to gain qualifications while continuing in their current roles. This not only benefits employees by enhancing their career prospects but also aids businesses by improving staff retention and engagement.
Andrew emphasized the importance of changing perceptions about retail work in the outdoor industry. “I started in retail, and it can be thankless. People occasionally look down their nose at retail. ‘I’ve started in it, I want to be a rep.’ But, in reality, it can be a very, very rewarding area,” he said.
His remarks reflect a broader challenge within the industry—attracting and retaining passionate individuals in retail roles. By offering structured training and professional development, the OIA aims to shift attitudes and demonstrate the value of working in outdoor retail. Andrew believes that better training and education can lead to increased job satisfaction, higher wages, and a stronger sense of pride among retail professionals.
“I think training, engagement, understanding what you’re selling, why you’re selling it, who you’re selling it to can make it a significantly more enjoyable career and can build retention and get people to bring pride in that side of the business,” he said. “So, I do hope that people continue to do it, and we can raise the bar for everybody—raise wages, raise retention, raise enjoyment, raise the value of working in outdoor retail.”
His comments underscore the critical role that retail plays in the outdoor industry. While often overlooked, retail staff serve as the frontline representatives of outdoor brands, helping customers select the right products and encouraging participation in outdoor activities. By investing in their professional development, the industry as a whole can benefit.
The Outdoor and Social event continues to gain traction as a key gathering for industry professionals, offering networking opportunities, education, and business development prospects. With leaders like Andrew Denton advocating for growth, innovation, and professional development, the outdoor industry is well-positioned for a bright future.
As the event wrapped up, the enthusiasm and optimism among attendees were palpable. The combination of increased participation, meaningful discussions, and new initiatives like the apprenticeship scheme signal that the industry is moving in the right direction. The challenge now is to maintain this momentum and ensure that Outdoor and Social becomes a staple event in the industry calendar.
Andrew’s vision for the future of the outdoor industry is clear—foster education, encourage collaboration, and create pathways for professional development. With continued effort and industry-wide support, these goals can be achieved, benefiting both businesses and individuals passionate about the great outdoors.
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