Half of the 52 outdoor and active lifestyle brands in a new marketing study sent nothing after a new subscriber signed up and left a basket, according to Foghorn Labs.
- Foghorn Labs scored brands from Arc’teryx, HOKA, On and Salomon down to smaller names such as Kelty and Stio on paid ads, search and email, using only public data gathered between 29 July and 2 September 2026.
- Email was the weakest channel, averaging 34 out of 100, compared with 66 for paid ads and 77 for search. 26 brands sent nothing in 30 days, and 37 sent no abandoned-basket email.
- 34 brands advertise on Meta, Google and YouTube, but only 10 run four or more different ad ideas. Just 3 use press or third-party reviews in their ads, and 12 use customer testimonials.
- 27 brands fail Google’s Core Web Vitals page-speed test on at least one device. Only 2 of the 10 billion-dollar brands pass on both phone and desktop, against 10 of the 16 smallest.
- Smith Optics had the most complete programme with 93, ahead of Thule at 83, Hydro Flask at 82, Smartwool and Arc’teryx at 80, and Salomon at 79.
- Foghorn Labs sells digital marketing to outdoor brands, so the report doubles as a sales pitch, and it names brands only where they lead.
What it means for industry watchers
The headline is money left on the table. A welcome email and an abandoned-basket reminder are, in the report’s words, the cheapest fixes, yet half the brands send neither. Size is no excuse either: one brand with $20-99 million in sales outscored nine of the ten billion-dollar brands on email.
From an independent review site’s perspective, the striking number is three. Only 3 of 52 brands quote press or reviewers in their ads, while 40 rely on lifestyle and product photos. AI search is also open to everyone: the smallest brands score 61 for AI visibility against 64 for the biggest, even though the biggest have far stronger domain authority.
Quick answers
Which running and outdoor brands were in the Foghorn Labs study?
52 brands, including Arc’teryx, HOKA, On, Brooks, Salomon, Altra, Merrell, Patagonia, The North Face, Thule and YETI, and smaller brands such as Kelty, Stio and Darn Tough.
Which brand scored highest?
Smith Optics scored 93 out of 100 across paid ads, search, and email, with a perfect 100 on email. It was the only brand above 90.
Related: Shimano bike profit doubles in Q3, who owns whom in sports tech and why Garmin Connect+ subscriptions are growing.
Last Updated on 5 November 2026 by tfk the5krunner
Small things I always use
- Garmin 90-degree charging adapter: Charges your Garmin from any USB-C cable. Essential when travelling. I use one.
- Body Glide: The blue anti-chafe stick swimmers and runners carry. I use it.
- Speedo earplugs: Fewer ear infections and no cold-water dizziness. I use them.
- Dryrobe Advance: My winter changing robe for open-water swims. I use one. A cheaper option is the AONYIYI changing robe.
- Maurten: Race fuel that stays easy on the stomach. I use them.
- Beet It Sport nitrate shots: Beetroot shots I take in the days before a race. I use them.
- Garmin charging puck: The quickest way to top up before a session. I use one.
- Injinji: Toe socks that stop rubbing, so you run more. I use them.
- Ultimate toe protectors: Stop black toenails on long runs. They work. I use them.
- Compressport R2 v2 calf sleeves: My calf sleeves of choice. I use them.
- Cellucor C4: My pre-workout before hard sessions.
- TPU tubes: Schwalbe Aerothan, Tubolito and Pirelli SmarTube. Light, tiny spares. I use all three.
- G8 insoles: Adjustable insoles that are good. I use them.
- Cycplus Cube: A 97g electric pump that gets a road tyre rideable in two minutes. I carry one. 5% off with code THE5KRUNNER.
Watches and sensors
- Polar H10: My daily driver for waking HRV.
- Polar Verity Sense: My backup arm-worn HR sensor.
- Nomad bedside charger: Charges my iPhone and Apple Watch overnight. I use it, and many of their bands.
- Train.Red: The best muscle oxygen sensor I’ve used.
- Tymewear: Accurate heart rate and reliable ventilatory zones. I use it to pace endurance rides over an hour.
- Garmin Forerunner 970: A pro-grade triathlon watch. I use this.
- Apple Watch Ultra 4: My daily smartwatch. No phone needed on rides.
- Garmin Fenix 9 Pro: I’ve just bought one.
On the bike
- Continental GP5000 for everyday riding, and Aero 111 on the front for special occasions.
- Helmets: Specialized S-Works Evade 3 for road riding, and Rudy Project Wing for TT-style races. I use both.
- Ravemen FR300: A front light that mounts under your Garmin or Wahoo. I use one.
- Ravemen FR1000: The light and the computer mount in one unit, so nothing else goes on the bars. Better than mine.
- Ravemen FR1500SE: 1,500 lumens hanging under your Garmin, for proper night rides.
- Ravemen FR1100SE: 1,100 lumens under your Garmin, and up to 46 hours on slow flash.
- Ravemen FR500: A brighter FR300 with the same mount.
- Wahoo TRACKR Radar: I use it on one bike and Varia on the other. They perform the same.
- Garmin Varia RTL515: Radar that warns you of cars from behind. I use this model.
- Wahoo ELEMNT Roam 3: The bike computer that’s easy to use. I use mine on most rides.
- Favero Assioma Pro RS2: Accurate power pedals that swap easily between bikes. I use this model.
Home and indoor training
- NPE Runn: Makes my basic treadmill smart, sending more accurate speed and distance to my watch and Zwift. I use it.
- Google Wifi: Keeps Zwift connected in my pain cave. I use it.
- Apple TV 4K: Zwift on the big screen. I use two.
- Google Nest Doorbell (wired, 2nd gen): My video doorbell, running in both Google Home and Apple Home. I use it.
Health, recovery and sleep
- FreeStyle Libre 3 Plus: Shows how my blood sugar responds to diet.
- hDrop: Measures my sweat loss in summer and indoors.
- Fourth Frontier Zone: Checks my heart under load in hard sessions.
- Kineon MOVE+: Red and infrared light for sore knees, Achilles and other joints after hard training. I use it.
- Oura Ring 5: My partner’s recovery tracker of choice.
- Eight Sleep: A cooling mattress cover my partner and I use nightly.
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tfk is the founder and author of the5krunner, an independent endurance sports technology publication. With 20 years of hands-on testing of GPS watches and wearables, and competing in triathlons at an international age-group level, tfk provides in-depth expert analysis of fitness technology for serious athletes and endurance sport competitors. See the gear tfk uses. ID
