Wholesale has reemerged as one of the most effective growth engines in 2025. After years of heavy investment in direct-to-consumer models, brands are realizing that wholesale not only remains relevant but is essential for building visibility, deepening retail partnerships, and converting consumer interest into sales at the point of purchase.
Wholesale is Back at the Center
Consumer behavior has shifted dramatically over the past decade. Shoppers are comfortable researching online, but when it comes to making a purchase, especially in categories like outdoor gear, fitness equipment, and cycling, they want validation in store.
Steve Gendron, CEO of ENDVR, described the shift clearly: “There has really been a lot of focus on DTC over the last 10 years that ramped up around Covid. But we are really seeing wholesale become a powerful part of the growth story again.”
Major brands are taking note. “Big brands, like Nike, have been publicly recommitting to their retail partnerships, speaking to how they are doubling down on them. They need to meet customers where they shop,” Gendron added.
This renewed commitment reflects a broader reality: the store floor is still where trust is built and where the majority of consumer decisions happen. Wholesale provides the environment for that moment of influence.
Storytelling and Consumer Connection
One of the most important advantages of wholesale is the ability to tell compelling product stories in person. Jason Cowie explained that Sun and Ski Sports is seeing stronger engagement because of the narratives that associates bring to life in store. “The channel of the business that I own is seeing new storylines coming in. And really, that is the big deal. We are starting to have more effective storylines coming out that are creating new consumers.”
For Cowie, wholesale is not just about making products available. It is about creating opportunities for discovery. “We are having new products to sell to people under their favorite brands. Maybe they are getting introduced to new brands. You know, but that is the opportunity we are seeing.”
This highlights an often overlooked aspect of wholesale: it allows consumers to engage with a product in context, guided by knowledgeable staff, while also being exposed to new categories, innovations, and product options that they might not seek out online.
Responding to Consumer Demand
Consumer interest in active lifestyle products remains strong, but it is shaped by changing travel, leisure, and spending habits. Brian Dillman from Mountain Hardwear highlighted how these cultural shifts open new opportunities for wholesale growth. “Last year everybody and their grandparents were in Europe, or doing like big major overseas travels. And I think I’ve been reading recently, in a reputable news source, about the shrinking summer vacations of 2025. In a contracting market, perhaps that offers an opportunity for those of us who are selling the goods for the experiences in your local outdoor areas and public lands and kind of adventure gear.”
He also pointed to specific product success stories that reflect how wholesale can align with consumer priorities. “One win that I can kind of speak to from the hardware lens for spring 25 was our sun protection collection and the release of that. There were quite a few things that were right in the sweet spot of why it was such a hit, and it continues to be an emerging and strong category for us.”
Dillman’s perspective illustrates how consumer demand is not only about overall market size, but about identifying and leaning into the categories that resonate with evolving lifestyles. For brands, wholesale offers the perfect testing ground, providing real-time feedback on which products capture attention and which ones drive consistent sell-through.
Wholesale as a Strategic Growth Engine
Wholesale in 2025 is not simply a distribution model. It is a growth strategy built on partnerships, consumer education, and retail floor execution. By empowering associates to share authentic experiences, brands extend their influence directly to the shopper.
As Gendron mentioned, wholesale’s strength lies in its ability to meet consumers where they are and amplify brand relevance. When brands invest in equipping retailers—through training, incentives, and data—they create a cycle of growth that benefits every stakeholder.
The active lifestyle industry is proving that wholesale is not an outdated model but a dynamic channel that connects digital research to physical purchase, turning interest into action.
Learn More
The strategies highlighted here are only part of the story. Explore our on-demand webinar library to learn more about how industry leaders are navigating wholesale in 2025 and many more topics. It is packed with expert perspectives and trending topics ideas to help your brand win on the store floor.
