Switchback, the education and business gathering for the outdoor industry, and the Outdoor Market Alliance (OMA), a collective of 25 independent sales and marketing agencies representing over 194 brands in the outdoor and active lifestyle markets, have entered into a strategic partnership designed to elevate the voice of independent sales representatives and deepen connections across the entire outdoor ecosystem. The move is also hoped to bolster such industries as paddlesports, bringing it and other sectors of the outdoor space into the fold.
“Through Switchback’s partnership with OMA, plus other ongoing efforts, we’re building a strong foundation for all sectors of the outdoor industry,” said Sean Smith, Switchback Director. “Supported by that foundation, Switchback is already home to cornerstone outdoor activities like camping, hiking, and lifestyle. And as it continues to broaden, Switchback could become a natural location for individual market segments like paddlesports as well as fly fishing, climbing, and other categories.”
The collaboration will provide expanded access and resources for independent sales representatives, outdoor retailers, and brands, leveraging Switchback’s innovative event platform and OMA’s extensive network and industry expertise.
“As the conduit between retailers and brands, independent sales reps are an essential part of our industry,” said Sean Smith, Switchback Event Director. “By joining forces with OMA, we’re creating more pathways for meaningful business relationships and ensuring that sales representatives and their retail and brand partners have the tools and connections they need to thrive.”
“OMA is committed to supporting our members and the broader outdoor industry community,” said Steve Copeland, OMA President. “This partnership allows us to extend valuable opportunities to our showroom members and the retailers and brands we serve.”
Founded in 2020, the Outdoor Market Alliance is a non-profit association dedicated to supporting community-driven initiatives within the outdoor industry. The organization provides 32,000 square feet of showroom and community meeting space in Lakewood, Colorado, serving as a hub for independent sales agencies in the Rocky Mountain region.
As part of the partnership, Switchback will provide exclusive show access benefits to OMA members, select retail partners, and OMA board members. Switchback will also collaborate with OMA to enhance sales representatives’ experience at future Switchback events. Both organizations will promote each other throughout the year, and Switchback will have a physical presence at upcoming OMA events.
Switchback will also have a physical presence at OMA, including promotional materials and QR-coded signage linking visitors directly to Switchback event information and registration, creating seamless pathways for retailer participation.
The partnership takes effect immediately, with collaborative initiatives rolling out in conjunction with upcoming OMA Market Weeks and Switchback Spring in New Orleans, Louisiana (June 16–18, 2026).
About Switchback
Switchback is the twice-a-year business and education gathering for the outdoor industry, owned and operated by Diversified, a leading international media company with a portfolio of face-to-face exhibitions and conferences, online communities, and digital and print publications. Held at optimal times for discovery and buying conversations, Switchback takes place each fall in conjunction with The Running Event (TRE) and each spring as a standalone event. Blending an accessible format with robust education, peer connection, and business meetings, Switchback serves as a dedicated gathering place for all sectors of the outdoor industry community. Upcoming dates include Switchback Spring (June 16–18, 2026; New Orleans, LA) and Switchback at TRE (Dec. 1–3, 2026; San Antonio, TX). To learn more, contact Michael Collin (michael@palemorning.com) or visit www.switchbackevent.com.
About Outdoor Market Alliance
Outdoor Market Alliance (OMA) is a collective of 25 independent sales and marketing agencies representing over 194 different brands in the outdoor, active lifestyle, resort, run and bike markets in the Rockies. Located in Lakewood, Colorado, the OMA physical location offers 32,000 square feet of showroom and community meeting space. OMA’s mission is two-fold: to elevate the experience for its brand partners and retailers through a fresh showroom venue, while acting responsibly to support community initiatives through its non-profit association. Each OMA agency commits time and monetary support to the environment, diversity and inclusivity in the outdoor markets. Learn more at www.outdoormarketalliance.org