As hardcore fans of professional bass fishing, sometimes we get short-sighted. There’s more to the sport than shiny new boats and six-figure prizes. But it’s easy to forget.
In the past, much of the emphasis on organized bass fishing was at the grassroots level. But, as the industry grew, so did the level of competition and the stress on the top leagues as the most important aspect.
I’ve been critical that we’re forgetting many of the players, specifically anglers interested more in the outdoor experience than the Angler of the Year race. It drives me nuts when tournament organizations claim the need to introduce more anglers to the sport while pushing $20,000 electronics packages in the same breath.
I was relieved, then, to hear of the Go Out(side) campaign created by B.A.S. Its purpose: To inspire and teach young families to fish, camp, cook and explore the outdoors through paddlesports and travel.
Surprising? Heck yes, at least to me.
Yearning for learning, I contacted the program’s director, Laurie Tisdale. A B.A.S.S. veteran, Tisdale was put in charge to get things off the ground. My initial questions were straightforward.
Immediately, I challenged the motive. I mean, I thought we were all supposed to concentrate on the “Elite” side of B.A.S.S., right? You know, the big stage, big dreams thing? What does that have to do with family camping trips?
Tisdale quickly defined a renewed interest within the group. With outdoor participation skyrocketing due to the pandemic, B.A.S.S. wants to continue that momentum. Tisdale also noted that B.A.S.S. has always been a gateway for people to get involved in the outdoors. While many of us will remember a time when the focus seemed more on the membership community, that member base is still quite large, nonetheless.
Now, with big interest in the professional end of the sport, the fan base makes for a major target audience. Tisdale emphasized the ability to immediately reach folks interested in the outdoors.
I like the idea. What we see here, I think, is a way that the professional side of the sport can create a lifestyle category for the fans. Think tailgating and college football.
By concentrating on the lifestyle of the fans, the organization increases the appeal. Fans are encouraged to share their personal experiences in the outdoors, thus creating a network of outdoor enthusiasts. It may just work.
Not surprisingly, the Go Out(side) campaign is utilizing digital and social media to drive interest. Easy-to-follow posts can be followed by users of all skill levels. There’s camping tips, recipes, fun games for kids and gear reviews. Readers this week can learn how to tie a sturdy knot or catch crabs at the beach.
At first glance, I immediately saw the appeal of “following” this content, especially when kids are involved. The social pages make a great place to check in, learn and share. Even more, the content offers far more variety than we’re used to in our bass-focused world. And that variety is extremely appealing to a young audience.
Partners of the Go Out(side) campaign include brands like Big Green Egg, Grizzly Coolers, Eukanuba pet foods and Go RVing. AFTCO, the apparel company continuing to expand in freshwater fishing and offering strong conservation efforts, also signed on as a supporting sponsor.
You’ll see more from the Go Out(side) group at major B.A.S.S. tournaments and events coordinated with state Game and Fish agencies. I bumped into them at the Classic Outdoor Show.
Here, I hope the group has the ability to expand their reach. There are far more ways to contact potential outdoors-people than bass tournaments and the like. Imagine the potential if partnerships could be made with youth groups, camps or park systems.
According to the Go Out(side) press release, 81 percent of Americans said they spent time outdoors recently, many for the first time. Yet, problems getting people started were also noted.
The focus of our industry is partially to blame. We continue to go down a path that narrows the user-base by insisting on top-of-the-line everything just to get started. It’s nice to know that this is being recognized and plans are in place to appeal to more people.
A love for the outdoors is the greatest gift we can give to future generations. Hats off to this group for making it happen. Learn more, and follow along, at the A love for the outdoors is the greatest gift we can give to future generations. Hats off to this group for making it happen. Learn more, and follow along, at the Go Out(side) website and social channels.
(Joe Balog is the often-outspoken owner of Millennium Promotions, Inc., an agency operating in the fishing and hunting industries. A former Bassmaster Open and EverStart Championship winner, he's best known for his big-water innovations and hardcore fishing style. He's a popular seminar speaker, product designer and author, and is considered one of the most influential smallmouth fishermen of modern times.)
