“It says here you built a €50 million ecommerce brand from scratch. Before we explore that though – just how calloused are your hands from rock climbing?”
Outdoor and sporting goods industries often place a heavy emphasis on hiring candidates who have a genuine passion and enthusiasm for their products and activities. They want employees who live and breathe these interests, whether it's hiking, skiing, rock climbing, or any other outdoor pursuit. The rationale is that these "insiders" will be better able to understand the core consumer base, have more authentic insights, and be able to better represent the brand's lifestyle and culture.
However, this hiring philosophy of privileging passion over other factors has some potential downsides that are worth examining. While passion can be a positive trait, making it a rigid requirement risks overlooking talented individuals who could potentially add immense value - individuals who may see these industries through a fresh lens and offer innovative perspectives precisely because their interests lie elsewhere.
Escaping the Echo Chamber
This oversight can inadvertently create a homogenous work culture that lacks the diversity of thought necessary for innovation and adaptability. A workforce composed solely of industry enthusiasts might struggle to think outside the box or challenge the status quo, potentially causing the company to fall behind more innovative competitors.
By insisting that every employee be a carbon copy enthusiast who walks, talks and lives the outdoor lifestyle, these companies run the risk of cultivating a closed, insular culture. Groupthink can set in when there is lack of eclecticism in the backgrounds, mindsets and experiences around the table. New ideas have a harder time penetrating the enthusiastic echo chamber of insiders reminiscing about their latest trail exploits.
Innovation Gaps
One could make the case that the outdoor, cycling and sporting goods industries have at times been stagnant in evolving their business models and lagged behind other industries in areas such as e-commerce, social media marketing, data-driven inventory management, and interfacing with younger demographics. Their insiders-only mentality may contribute to a level of complacency and failure to radically innovate.
Widening the Passion Lens
There is certainly validity to the notion that having some empathy and understanding of your core consumer is beneficial in any business. However, reducing the entire hiring criteria to an arbitrary "passion for the outdoors" test is an oversimplification that overlooks human potential.
Passion can manifest itself in myriad ways - a talented marketeer who is passionate about crafting compelling campaigns and connecting with audiences can apply their skills brilliantly to any industry, whether it's outdoor recreation or software. The same is true of someone passionate about supply chain or retail operations, no matter the industry. Steve Jobs was famously never an avid gamer or computer geek, yet he helped revolutionise the technology industry.
Look for the passion in problem-solving, creative thinking, and driving meaningful impact - regardless of the specific industry context.
Diversity Deficit
Ironically, many of these same companies prominently champion diversity and inclusion in their marketing and recruiting materials. However, when their core hiring practices insist on drawing from the same decidedly white male-dominated talent pools within their industry, they are actively undermining their own stated values. Their walk is diametrically opposed to their talk.
The focus on hiring individuals with a pre-existing passion for sports and the outdoors can inadvertently perpetuate a lack of diversity in other areas, such as socioeconomic background, ethnicity, and gender. These industries have historically been critiqued for their lack of diversity - and hiring practices that privilege passion over other qualifications can exacerbate this issue. Diversity in the workforce not only enriches the company culture but also broadens the company's appeal to a wider range of consumers.
Striking a Balance
To address these challenges, companies need to strike a balance between valuing passion and recognising other forms of talent and potential. This might involve re-evaluating recruitment practices to ensure they are inclusive and consider a broad range of qualifications and experiences. Companies could also benefit from implementing training programs that allow employees to develop a passion for the industry after joining the company, rather than requiring it as a prerequisite.
Future-Proofing
In a time when increasingly change is the only constant, the most vital competencies companies need are adaptability, agility, and creative problem-solving. Past success is no longer a reliable predictor of future success. Companies should be seeking out candidates who have proven track records of thriving amidst disruption and pivoting to new challenges across various contexts. A candidate who has successfully applied themselves to different industries and types of problems may potentially offer greater competitive advantages than someone singularly experienced within the outdoor sector.
The Outside Advantage
While passion can be a powerful motivator, an obsessive preoccupation with finding carbon copy enthusiasts rather than simply strong talent and strategic thinkers is detrimental. A balanced approach of blending some insiders who can provide context about the core consumer alongside outside perspectives could be a better formula for sustained innovation and growth. A broad spectrum of backgrounds, mindsets and skillsets at the table is what is needed to truly future-proof a company and to capitalise on emerging opportunities.
About Fusion Associates
Since 1998, Fusion Associates has been placing experienced professionals across the globe within consumer markets including consumer goods, fashion, sporting goods, healthy living and luxury.
Environmental, humanitarian, social and political concerns are close to the Partners both in and out of the business. We pride ourselves in partnering with industry leaders who wish to contribute to a better, more sustainable future. Working with global companies that are at the forefront of innovating and integrating sustainability into the heart of their business, we have helped build purpose-led teams from leadership to subject experts in biodiversity and animal welfare.
