The Summit at Overland Expo West: Reflections from a Growing and Evolving Industry
As our biggest event of the year, it’s easy to think of Overland Expo West as the event for overlanders. So it makes sense that in the days preceding the Expo, industry leaders, professionals, and prominent voices got together to take advantage of being in the same area at the same time. They gathered at the Pepsi Amphitheatre in Flagstaff, Arizona for The Summit at Overland Expo West — a focused, high-value event for industry professionals to break bread prior to the consumer-focused portion of the Expo. The Summit was not just a space for connection, though, it was a lens into the present and future of overlanding.
The event opened with a casual networking evening on May 14. Attendees arrived, greeted by a relaxed campfire atmosphere, and reconnected with colleagues, partners, and collaborators over shared meals and stories. With a dinner provided by Overland Cookery and the shade of the surrounding pines setting the tone, the evening served to build rapport ahead of a more strategy-focused day.
The next morning, the Summit moved into its main program, beginning with a detailed presentation of the 2025 Overland Industry Report by Lindsay Hubley, former owner of Overland Expo. The report, built from four distinct data sources, offered a comprehensive picture of the market’s evolution from consumer behavior to supplier priorities. Hubley laid out compelling data: the overlanding community now includes more than 12 million Americans, a jump from 8 million in 2024, according to the 2025 Camping and Outdoor Hospitality Survey. This growth has been fueled in large part by Gen Z and Millennials — the more casual overland consumer is now often entering the space from a younger demographic, and is more budget-conscious but has long-term aspirations for off-grid adventure.
Perhaps most notably, the report confirmed that intermediate overlanders, or those with one to five years of experience, are now the market’s core. These consumers are taking frequent trips, investing steadily in their vehicles and gear, and placing brand reputation above price or specs in their decision-making. Trucks and SUVs continue to dominate the vehicle landscape, and nearly 80 percent of respondents plan to make new modifications in the next year. While online remains the dominant shopping channel, in-person events like Overland Expo still play an outsized role in shaping purchasing decisions and building trust.
Summit attendees had a lot of good questions, which we love to see because it shows their dedication to overlanders and what we’re really looking for in products. They wanted to know more about regional differences in modification trends, how resale markets influence upgrade cycles and lifecycle of product, and whether there’s a clear timeline in how long it takes a beginner to become an expert overlander. Other conversations explored how gear installation needs might affect where people shop, how airport access impacts expo attendance, and what kinds of terminology consumers are using to self-identify: whether as “overlanders,” “casual campers,” or “adventure rig owners.” While these questions may feel small or even esoteric to consumers, the conversations can really help brands and event organizers make sure they are reaching the people who could most benefit from their products or gatherings, and are designing products that are attainable and desirable by the people most interested in them.
Following the report, Josh Ehren, VP of Marketing at Storyteller Overland, shifted the conversation toward storytelling and brand connection. His presentation on community marketing was a passionate argument for trust, relevance, and relationship-driven growth. Citing data that shows over two-thirds of consumers distrust online ads, Ehren encouraged brands to move beyond performance marketing and start thinking in terms of belonging. He offered a straightforward framework for building brand communities rooted in shared values, transparent communication, and long-term emotional investment. “Tell your story so your audience can tell theirs,” he urged. His message resonated deeply: in an industry built on trust and trail-tested experience, authenticity is a competitive advantage.
The day concluded with a dynamic panel titled “The Full Circle,” which brought together voices from across the product and consumer journey. Panelists included Ryan Guay of FLATED, Jim Oostdyk of OK4WD, Mark Han of OVR Magazine, and Owen Mesdag of Dometic. The discussion covered everything from idea generation and product testing to market gaps and cross-functional collaboration.
Panelists spoke candidly about the tension between aspiration and practicality. While social media has played a major role in overlanding’s growth, it’s also created pressure to over-curate and over-sell. Guay and Mesdag highlighted the importance of solving real-world problems rather than designing gear for optics. Han noted that the media has a responsibility to help consumers filter through noise, and Oostdyk pointed out that product education and retailer training are important in building trust. As one panelist put it, “The customer is trying to build a lifestyle. We need to work together to make that lifestyle easier to access, understand, and trust.”
That sentiment captured the spirit of the entire Summit. This wasn’t just an event to exchange business cards, it was a moment for the industry to pause, reflect, and reorient. The conversations that took place weren’t always polished, but they were honest. And in that honesty, there was momentum.
The overland space is changing. It’s growing, diversifying, and maturing even as younger generations are getting excited and involved. And while the tools, vehicles, and platforms may evolve, the core remains constant: a desire for freedom, challenge, community, and connection. The Summit at Overland Expo West reminded all in attendance that this industry isn’t just about where we’re going. It’s about how we get there and who we bring along for the ride!
To become involved in the conversation and be a part of the most impactful event series dedicated to camping, overlanding, and outdoor recreation for brands and consumers alike, sign up to exhibit at an upcoming Overland Expo event! With three more Expos this year, Pacific Northwest is right around the corner and Mountain West isn’t far behind. Click the link below to learn more!
