Expanding The Outdoor Industry’s Definition of “Cultural Fit”
Across all industries, companies strive to recruit and hire for “cultural fit.” Understandably, they want their people, especially those in leadership roles, to embrace and embody the organization’s culture — its beliefs, mission, values, and behavioral norms.
In the outdoor industry and sporting goods sectors, “cultural fit” has traditionally meant physically fit, enthusiastic, and highly knowledgeable and trained in technical outdoor skills. Companies that manufacture and sell high-end mountain bikes, for example, have looked for hardcore mountain bikers. Companies that manufacture and sell tents, sleeping bags, and other camping gear have recruited people with a passion for mountaineering and backcountry expeditions.
However, recruitment and hiring practices are changing. Thanks in part to a greater appreciation and commitment to diversity, equity, and inclusion (DEI), the concept of “cultural fit” is undergoing a transformation. Organizations in the outdoor, adventure, and sporting goods industry are recognizing the importance of embracing diverse perspectives and experiences to foster innovation and drive growth.
Instead of focusing solely on whether a candidate will fit into their existing culture, organizations want to know what candidates can bring to the table in terms of “culture add.” They want to know how candidates can expand and enhance the organization’s culture.
To broaden their pool of exceptional candidates, organizations are becoming more flexible in defining their criteria for “cultural fit.” For example, instead of requiring that candidates be physically fit in a traditional sense, exceptions may be made for candidates committed to healthy living. Instead of looking for hardcore backcountry enthusiasts, organizations may expand their search to include those who express enthusiasm for a certain type of activity or demonstrate a potential to develop a passion for it.
In this post, I encourage you to explore your organization’s definition of “cultural fit” and consider a few ways you can expand your definition of that term to make it more inclusive.
Embracing a Broad Definition of “Cultural Fit”
The outdoor and sporting goods industry thrives on a shared love for nature, adventure, and physical activity. By focusing your definition of “cultural fit” on this very broad criterion, you can expand your pool of desirable candidates beyond hardcore types to those who exhibit a genuine interest in learning a sport or activity.
Hiring people with diverse backgrounds and experiences brings fresh perspectives and new ideas to the table. They can challenge existing norms, spark creativity, and introduce innovative solutions that resonate with a broader customer base. For example, someone who doesn’t have an athlete’s physique can bring a different perspective to the product development team that drives the innovation of products, resulting in an entirely different market segment.
Balancing Enthusiasts and Experts
Traditionally, outdoor-focused, adventure-based, and sporting goods companies have leaned heavily on knowledge and expertise as requirements for employment, especially in leadership roles. Experts with extensive knowledge, skills, and experience in a specific outdoor or adventure sport or activity can be instrumental in product development, customer engagement, and brand building.
However, novice enthusiasts can enhance an organization’s culture in other ways. An enthusiast with less experience can challenge long-held assumptions and uncover limitations in products or within the organization that have never been considered. Their curiosity and unique experience with the organization’s offerings can drive growth and inspire others within the organization.
By hiring both hard-core experts and novice enthusiasts, outdoor industry companies can create well-rounded teams that balance passion and expertise with a thirst for learning and continuous improvement.
Evaluating for a Potential for Passion
Every company wants people who are passionate about what they do. Passion is a form of motivation that drives people to do their best. But passionate people can “burn out.” On the other hand, those who aren’t exactly passionate about a certain sport or human-powered outdoor recreation activity can become so over time, assuming they have the potential for it.
My advice: Don’t restrict your recruitment efforts exclusively to those individuals who have demonstrated a passion for what your organization does or offers. Also consider candidates who have a potential for developing that passion; for example, someone who has demonstrated a passion for marketing and an interest in rock climbing.
A “culture add” approach allows your company to recognize individuals who may not have a significant background in a particular activity but possess the eagerness and determination to learn and grow. By providing training, mentorship, and a supportive environment, your company can nurture this budding passion, enabling employees to become enthusiastic ambassadors for the brand.
Shaping Your Outdoor Company with a Culture Add Approach
Redefining cultural fit in the outdoor industry and sporting goods sector by adopting a “culture add” approach allows your company to leverage the power of diversity and passion. Seek candidates who have an interest in learning a human-powered outdoor recreation activity, assess their enthusiasm or expertise, and recognize their potential to develop a deep passion. By doing so, your company can build dynamic teams that drive innovation, expand the customer base, and shape the industry.
Embracing our differences not only expands and enhances company culture but also broadens and deepens relationships with customers, leading to sustainable growth and success in the ever-evolving outdoor and sporting goods market.
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About the Author: Tony O’Neill is the Founder and President of Highline Outdoor Group — the purpose-driven executive search firm for forward- thinking outdoor industry and sporting goods companies and brands.