What Southwick Associates does

Southwick Associates is a U.S.-based market research and economics firm founded in 1990, specializing in the hunting, shooting, sportfishing, and outdoor recreation markets. The firm operates proprietary consumer panels — AnglerSurvey, HunterSurvey, and ShooterSurvey — launched in 2006 and continuously tracking quarterly participation, days afield, species targeted, and equipment purchases with brand, price, and retail-channel detail. These panels feed a portfolio of syndicated subscription reports (Angler Monitor, Hunter & Shooter Monitor, Market Pulse), annual retail Market Size Reports for hunting/shooting and fishing equipment, and a one-time Media Monitor subscription discontinued in Q4 2025.

The firm's commercial offerings span four product lines. (i) Subscription reports: quarterly tracking reports plus an annual year-end topline, priced between $1,000 and $6,900 per subscription depending on breadth; member pricing is available through trade associations ASA (sportfishing) and NSSF (firearms). (ii) One-time/perpetual-license Market Size Reports, priced at $3,000-$3,900 for detailed dollar and unit estimates across hunting/shooting and fishing product categories. (iii) Custom research services including consumer segmentation, brand awareness, new product feedback, customer satisfaction, GIS mapping, economic impact analysis, and 316(b) regulatory services, priced per engagement. (iv) Ad-hoc commissioned economic impact studies for natural resource agencies, conservation NGOs, and tourism authorities (e.g., Sub-Saharan Africa hunting, Panama/Costa Rica/Alaska sportfishing, U.S. game bird industry).

Southwick's go-to-market is sales-led and direct, leveraging the company website for report delivery, email outreach, and industry conferences (SHOT Show, ICAST, ASA Sportfishing Summit). Trade associations ASA and NSSF provide indirect distribution via member co-marketing and discounted pricing. The firm is privately held; Patrick Hogan serves as President and Owner and Rob Southwick as Founder and Senior Advisor. Reported offices are a Fernandina Beach, FL headquarters and a Colorado mailing address; staff of economists, research strategists, and analysts are distributed across the U.S. Customer mix is anchored on natural resource agencies, outdoor recreation manufacturers, and conservation NGOs, with a smaller segment of investment and legal firms using the firm for M&A due diligence.

Name

Southwick Associates

Legal name

Southwick Associates, Inc.

Website

https://southwickassociates.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Southwick Associates is a U.S. market research and economics firm serving the hunting, shooting, sportfishing, and outdoor recreation markets with proprietary consumer panels, syndicated subscription reports, and custom research for natural resource agencies, manufacturers, and conservation NGOs.

Ownership category

akta.pro rank

Product category

Outdoor recreation market research

NAICS

Marketing Research and Public Opinion Polling (54191)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Industry & Sector Research (Syndicated/Custom) (BPAHALAE), Custom Market Research (Ad Hoc Studies, Segmentation, U&A) (MPAAALAC), Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB)

Keywords

• Outdoor recreation research
• Consumer panel surveys
• Market size reports
• Economic impact analysis
• License demand modeling

Headquarters

HQ city

Fernandina Beach

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Angler Monitor Subscription Reports: Southwick Associates sells quarterly and annual subscription reports tracking angler participation and equipment purchases. Reports include brand purchased, price paid, and retail channel. Annual report is priced at $3,600; 4-report subscription at $5,400 (ASA member price: $4,590). Custom reports and special topic questions are quoted separately.
2. Hunter & Shooter Monitor Subscription Reports: Quarterly and annual subscription reports tracking hunting and shooting consumer participation and equipment purchases. Annual report is priced at $3,900; 4-report subscription at $6,900 (NSSF member price: $5,865). Custom reports and custom survey questions are quoted separately.
3. Market Size Reports: Standalone retail market size reports providing dollar and unit estimates for hunting, shooting, and sportfishing products. Hunting & Shooting Equipment Retail Market Size Report: $3,900; Fishing Equipment Retail Market Size Report: $3,000.
4. Hunting & Shooting Market Pulse: Quarterly subscription newsletter providing unbiased research-based analysis of hunting and shooting markets and trends. Annual subscription (4 reports) at $1,000 regular price; NSSF member price: $850.
5. Media Monitor Subscription: Quarterly subscription report tracking hunter, angler, and shooter outdoor media consumption (TV, magazines, websites, social media). 4-report subscription at $6,000 (NSSF/ASA member price: $5,100); single quarter report at $3,000. Discontinued as of Q4 2025 with archive maintained.
6. Custom Research Services: Custom research engagements including consumer segmentation studies, new product feedback, brand awareness research, customer satisfaction studies, and geographic/GIS analysis. Revenue is quoted separately per project. Phase I/II Firearm Consumer Segmentation reports are available for purchase; NSSF members receive discounts on custom research.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Southwick Associates sells subscription-based quarterly market research reports (Angler Monitor, Hunter & Shooter Monitor, Market Pulse) and annual retail market size reports built from its proprietary consumer panels (AnglerSurvey, HunterSurvey, ShooterSurvey). It also delivers custom research engagements including economic impact analyses, license demand studies, consumer segmentation, and brand/market research for government agencies, conservation organizations, and outdoor industry manufacturers.

Product overview

Southwick Associates is a market research and economics firm offering a portfolio of research products and services focused on the hunting, shooting, sportfishing, and outdoor recreation markets. The core offering consists of proprietary consumer panel surveys (AnglerSurvey launched 2006, HunterSurvey/ShooterSurvey launched 2006) that feed into subscription monitoring reports (Angler Monitor, Hunter & Shooter Monitor, Market Pulse) providing quarterly tracking of participation and equipment purchasing trends. The company also produces annual Market Size Reports for hunting/shooting and fishing equipment, along with custom research services including economic impact analysis, consumer segmentation studies, license demand modeling, and brand/market research. The products operate as standalone research offerings rather than a unified platform, with data sourced from their proprietary consumer panels and distributed via subscription reports and custom project work.

Differentiator

Problem solved

Functional benefit

Products and services

• Angler Monitor: Consumer Participation & Gear Purchases

Quantifiable outcome

• Hunting contributes $426 million annually to Sub-Saharan African GDP; supports 53,400+ jobs across 8 countries
• +2 more outcomes

Named customers22 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

18 partnerships are on record, tiered core and minor.

• American Sportfishing Association (ASA)coreStrategic or Co-development PartnerASA partners with Southwick Associates to produce consumer segmentation studies, industry outlook reports, and participation research for the sportfishing industry. ASA members receive discounted pricing on Angler Monitor subscriptions ($4,590 vs. $5,400 regular). Southwick research is featured prominently on ASA's reports and trends pages.
• National Shooting Sports Foundation (NSSF)coreStrategic or Co-development PartnerNSSF partners with Southwick Associates on firearm consumer segmentation research (2016 landmark study updated in 2020-2021). NSSF members receive discounted pricing on Hunter & Shooter Monitor ($5,865 vs. $6,900), Market Pulse ($850 vs. $1,000), and custom research services.
• SCI FoundationcoreStrategic or Co-development PartnerSCI Foundation commissioned Southwick Associates to produce a report on the economic contribution of hunting in Sub-Saharan Africa, covering 8 countries from 2012-2014. The report found hunting contributes $426 million to GDP annually and supports 53,400+ jobs.
• Wildlife Management InstitutecoreStrategic or Co-development PartnerWildlife Management Institute partnered with Southwick Associates and DJ Case & Associates on the 'We All Quit' research project to identify barriers to participation among older hunters and develop retention strategies.
• DJ Case & AssociatescoreStrategic or Co-development PartnerDJ Case & Associates collaborated with Southwick Associates and Wildlife Management Institute on the 'We All Quit' R3 retention research project focused on older hunters.
• Recreational Boating and Fishing Foundation (RBFF)minorGTM or Marketing PartnerRBFF's TakeMeFishing.org is listed among organizations proudly supported by Southwick Associates. RBFF drives recreational boating and fishing participation through industry collaboration and community engagement.
• Association of Fish and Wildlife AgenciescoreStrategic or Co-development PartnerAFWA co-administers Multistate Conservation Grants with the U.S. Fish and Wildlife Service that fund Southwick Associates research projects including studies on R3, hunting competition, deer management, public perceptions of agencies, and charter fishing economics.
• U.S. Fish and Wildlife ServicecoreStrategic or Co-development PartnerUSFWS provides funding through the Wildlife and Sport Fish Restoration Program and Multistate Conservation Grants that support numerous Southwick Associates research projects on outdoor recreation, R3, and conservation.
• Sportsmen's Alliance FoundationcoreStrategic or Co-development PartnerSportsmen's Alliance Foundation sponsors multiple Southwick Associates studies including target shooting services and amenities (2024), identifying and overcoming hunting competition, and charter fishing in Louisiana economic contributions.
• Outdoor Stewards of Conservation FoundationcoreStrategic or Co-development PartnerOSCF sponsored Southwick Associates research on welcoming new shooters (targeting under-represented audiences) and honing youth fishing programs to create avid anglers.
• Midwest Association of Fish & Wildlife AgenciescoreStrategic or Co-development PartnerMAFWA commissioned Southwick Associates to research shooting sports participation through schools, studying the Student Air Rifle Program's impact on students and conservation funding (2024-2025).
• Max McGraw Wildlife FoundationcoreStrategic or Co-development PartnerMax McGraw Wildlife Foundation supported a multi-year Southwick Associates research project examining R3 crowding challenges and strategies, including literature review, hunter surveys, and multivariate analysis.
• North American Gamebird Association (NAGA)minorStrategic or Co-development PartnerNAGA worked with Southwick Associates to quantify the U.S. game bird industry's size and economic contributions in a 2024 report.
• Southeastern Association of Fish and Wildlife AgenciesminorStrategic or Co-development PartnerSEAFWA co-sponsored Southwick Associates research on boosting local support for new and expanded shooting ranges.
• Audubon Society / Audubon ArizonaminorStrategic or Co-development PartnerAudubon Arizona commissioned Southwick Associates to estimate economic contributions of water-related outdoor recreation in Arizona.
• National Fish and Wildlife FoundationminorStrategic or Co-development PartnerNFWF commissioned Southwick Associates to produce a study on economics of outdoor recreation, natural resources conservation, and historic preservation.
• Alaska Division of Sport FishminorStrategic or Co-development PartnerAlaska Division of Sport Fish commissioned Southwick Associates to estimate angler spending and economic contribution of sportfishing in Alaska.
• National Deer AssociationminorStrategic or Co-development PartnerNational Deer Association partnered with Southwick Associates to produce 'The Nexus of R3 and Deer Hunting' report on how deer managers and R3 practitioners can collaborate positively.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Numerator: Numerator operates a large consumer panel tracking purchasing behavior across categories. It is directly comparable to Southwick's panel-driven syndicated tracking model (HunterSurvey, AnglerSurvey), though Numerator operates at much greater scale across general CPG categories.
• DJ Case & Associates: DJ Case & Associates is an outdoor recreation and natural resource marketing/communications firm that collaborates with Southwick on R3 research (e.g., 'We All Quit'). It is comparable as a niche peer serving conservation agencies and outdoor recreation clients, though more communications-focused than research-focused.
• Circana: Circana (formed from the merger of IRI and NPD Group) provides retail measurement and consumer insights including sports/outdoor categories. It is a direct comparable for Southwick's Market Size Reports and equipment-purchase tracking products, though at significantly broader scale.

Broad incumbents

• Euromonitor International: Euromonitor provides global market research and consumer insights including sports and recreation categories. It is comparable for market sizing and industry research, though at a much larger global scale without Southwick's depth in U.S. outdoor recreation.
• Mintel: Mintel is a global market research firm providing consumer insights, market sizing, and segmentation across categories. It is comparable for syndicated market research and consumer segmentation products but operates at broader industry scope than Southwick's outdoor recreation focus.
• Kantar: Kantar is a global consumer insights and market research firm. It is comparable as a broad incumbent offering syndicated and custom research across many verticals, but lacks Southwick's outdoor recreation specialization.
• GfK (NielsenIQ): GfK, now part of NielsenIQ, provides consumer panels and market research globally. It is comparable for consumer panel methodology and market intelligence but serves a much broader set of industries without outdoor recreation specialization.
• NielsenIQ: NielsenIQ operates one of the world's largest consumer panels and retail measurement services. It is a broad incumbent serving overlapping needs (consumer insights, market sizing) but does not specialize in the outdoor recreation niche that Southwick dominates.
• Ipsos: Ipsos is a global market research and consumer insights firm with deep custom research capabilities including segmentation. It is comparable in custom research and consumer segmentation services, though at a much larger scale and broader industry coverage.

Others

• Southwick Associates (industry-adjacent): RBFF / Outdoor Industry Association: The Outdoor Industry Association produces industry-level data and reports on outdoor recreation participation and economics. It is comparable as an ecosystem participant that overlaps with Southwick's market sizing and participation tracking, though primarily an industry association rather than a commercial research firm.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights2 records

Customer concentration

• Facebookfacebook.com/southwickassociates
• LinkedInlinkedin.com/company/southwick-associates
• Instagraminstagram.com/angler.survey

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Southwick Associates