Emphasis on work–life balance distinguishes the outdoor industry’s approach to recruitment.
PORTLAND, Maine (August 21, 2025) – A new statewide survey of 100 Maine-based outdoor companies and organizations offers fresh insights into the state’s $3.4 billion outdoor recreation economy. In collaboration with Maine Outdoor Brands (MOB) and the Maine Office of Outdoor Recreation, the 2025 Workforce Needs and Assessment Survey¹ highlights growing demand for talent across the sector–especially in guiding, customer service, and leadership roles. The report highlights Maine’s position among the top ten states for outdoor recreation employment, while also uncovering ongoing challenges in attracting and retaining talent.
Administered by the Survey Research Center at the Catherine Cutler Institute for Health and Social Policy at the University of Southern Maine, this survey is a follow up to the 2021 Workforce Needs Assessment Survey Report. The results point to an outdoor industry working to fill growing demand, while simultaneously facing barriers that training, policy, and investment could address.
“This new data gives us a clear line of sight,” said Jenny Kordick, Executive Director of Maine Outdoor Brands. “The demand is there. The outdoor sector is ready to hire and is invested in sustained economic growth, but we need cross-sector solutions to tackle housing, raise awareness, and build stronger pathways from school to first jobs to career.”
Notably, 43% of employers report being understaffed, and 57% expect to increase hiring over the next four years. The majority are open to hiring underqualified candidates if supported by internal training. Many prioritize the skillsets of teamwork, communication, and problem-solving. Small businesses make up a majority of the outdoor industry in Maine, which supports more than 30,000 jobs across manufacturing, design, engineering, sales, guiding, and more. Outdoor recreation accounts for 3.7% of Maine’s economy–one of the highest rates in the country, according to the federal Bureau of Economic Analysis.
“In Maine, working in the outdoor sector isn’t just about being a guide on the water or in the woods—it’s about being part of a community that values connection to the outdoors in every role, said Cullen McGough, Director of Communications at Chewonki and member of MOB’s Workforce Advisory Board. “Whether you’re leading campers on a trail, shaping stories in marketing, or keeping the books balanced in accounting, the work is deeply fulfilling because it supports experiences that get people outside and engaged with nature. The challenge is finding and retaining talent in all of these areas, but the reward is knowing your work contributes to something bigger than yourself—the health and vitality of Maine’s outdoor heritage.”
More than half of new hires in Maine’s outdoor industry are under 35, and nearly half of employers report being understaffed—pointing to strong demand across the sector. Encouragingly, 53% of respondents say hiring has improved in the past two years. Flexible scheduling and work–life balance remain the top recruitment tools, setting the outdoor sector apart and appealing to the next generation of workers.
“By identifying where the greatest opportunities – as well as challenges – lie, this report provides an overview for collective recruitment and training efforts to ensure a stronger, more sustainable workforce for Maine’s outdoor economy,” said Jenny Kordick, Executive Director of Maine Outdoor Brands. “Ensuring the long-term health and growth of Maine’s outdoor recreation economy will depend on effectively addressing these workforce challenges. We look forward to working with our members and partners around the state to attract and train the talent that our industry needs to grow and thrive.”
Tangentially, The Maine Outdoor Recreation Roadmap was released earlier this year and identifies trends, challenges, and opportunities for growth and diversification of a rapidly growing and changing outdoor industry. As a collaboration of industry, communities, government, and higher education, the Roadmap is a resource that guides collaborative action to build infrastructure, invest in workforce and business development, and communicate the full value and potential of Maine’s outdoor recreation economy. designed to guide Maine outdoor recreation businesses in harnessing the power of outdoor recreation to strengthen Maine’s local and state economies, improve collaboration, and enhance quality of life.
Full results from the 2025 survey are available here. For more information about Maine Outdoor Brands, visit www.maineoutdoorbrands.com.
About Maine Outdoor Brands
Formed in 2017, Maine Outdoor Brands (MOB) works to unite and provide a voice for Maine’s outdoor industry in order to strengthen Maine’s outdoor recreation brand and economy. MOB is committed to seeing Maine-based outdoor product, service, and retail brands thrive. To learn more and see brands involved visit maineoutdoorbrands.com.
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¹This survey report was prepared by Maine Outdoor Brands using Federal funds under award 01-79-15159/URI:11815 from the US EDA, of U.S. Department of Commerce. The statements, findings, conclusions, and recommendations are those of the author(s) and do not necessarily reflect the views of the EDA, or the U.S. Department of Commerce.