Shopping All the Way to the Woods: How the Outdoor Industry Sold Nature to America

Shopping All the Way to the Woods: How the Outdoor Industry Sold Nature to America

with Historian Rachel S. Gross

Saturday, April 11, 2026

2:00 - 3:00 p.m.

The Colorado Springs Pioneers Museum presents the 2026 "We The People: Colorado at 150" lecture series. To honor the America 250/Colorado 150 commemorations, this series will explore the diverse experiences and voices of Coloradans. $5 suggested donation. Registration is required.

ABOUT THE PROGRAM

A fascinating history of the profitable paradox of the American outdoor experience: visiting nature first requires shopping

No escape to nature is complete without a trip to an outdoor recreational store or a browse through online offerings. This is the irony of the American outdoor experience: visiting wild spaces supposedly untouched by capitalism first requires shopping. With consumers spending billions of dollars on clothing and equipment each year as they seek out nature, the American outdoor sector grew over the past 150 years from a small collection of outfitters to an industry contributing more than 2 percent of the nation’s economic output.

Rachel S. Gross argues that this success was predicated not just on creating functional equipment but also on selling an authentic, anticommercial outdoor identity. In other words, shopping for the woods was also about being—or becoming—the right kind of person. Demonstrating that outdoor culture is commercial culture, Gross examines Americans’ journey toward outdoor expertise by tracing the development of the nascent outdoor goods industry, the influence of World War II on its growth, and the boom years of outdoor businesses.

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