Wilderness

What Wilderness does

Wilderness Magazine is a privately held New Zealand outdoor recreation publication, operated by Lifestyle Publishing Ltd from Auckland and in continuous print since 1991. The publication serves New Zealand-based trampers, hikers, and outdoor recreationists with subscription-based access (NZ) to a monthly magazine, a digital archive of 170+ issues, and a database of 850+ mapped trip guides covering the country's tracks. The free Walk1200km annual walking challenge, the Wildcard loyalty card accepted at 20+ outdoor retailers, and editorial verticals covering conservation, skills, gear reviews, and natural history extend the core title into a community-and-commerce ecosystem.

The product surface comprises the flagship Wilderness Magazine (print + digital), two subscription tiers (Website-Only at NZ$81/year and Print+Website from NZ$109/year plus postage), the Walk1200km program with associated progress trackers, the Wildcard digital loyalty card, an e-commerce outdoor book catalogue of 116+ titles, plus podcasts, email newsletters, and gear review buying guides. A content partnership with Ngā Haerenga New Zealand Cycle Trails extends editorial into the country's 23 Great Rides. The technology stack is a WordPress-based content platform with WooCommerce for subscription and shop transactions, Stripe plus major card networks for payments, and standard social channels (Facebook, Instagram) - no proprietary AI, API, or developer-facing integrations are offered.

The business model is primarily subscription recurring revenue (digital-only and print+digital tiers on monthly through annual billing), augmented by one-off e-commerce sales of books, back issues, maps, and Walk1200km merchandise. Customer acquisition is community-led: the free Walk1200km challenge (7,100 participants in 2025), gear-brand prize sponsorships (Big Agnes, AKU, Bridgedale, Back Country Cuisine), and the Wildcard retailer network drive engagement and conversion to paid subscriptions, while gear reviews and trip guides serve as top- and bottom-of-funnel content marketing. All revenue is generated within New Zealand, with the company's operating geography limited to a single domestic market.

Name

Wilderness

Legal name

Lifestyle Publishing Ltd

Website

https://wildernessmag.co.nz

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Wilderness Magazine is a 34-year-old New Zealand outdoor recreation publication and subscription media brand, serving Kiwi trampers and hikers via print and digital subscriptions, 850+ trip guides, the Walk1200km community challenge, and a Wildcard retailer loyalty network.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Magazine Publishing

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Travel & Outdoors Magazines (MPAJAEAH)

Keywords

• Outdoor recreation magazine
• Tramping and hiking content
• Print magazine subscriptions
• Outdoor gear reviews
• Walking challenge program

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Magazine Subscriptions: Recurring subscription revenue from website-only and print+website subscription tiers, billed monthly, quarterly, bi-annually, or annually.
2. Book and Product Sales: Sale of outdoor books, maps, back issues, and merchandise through the online shop.
3. Event and Challenge Programs: Walk1200km challenge generates community engagement and indirectly supports subscriptions. Sponsors and partners contribute gear and prizes to support the program.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Wilderness Magazine is a New Zealand outdoor recreation publication offering recurring magazine subscriptions (print and website-only tiers) covering tramping, hiking, camping, gear reviews, skills, and conservation. The company also sells outdoor books, maps, and merchandise through its online shop, runs the free Walk1200km community walking challenge, and operates the Wildcard subscriber loyalty program providing discounts at outdoor gear retailers.

Product overview

Wilderness is New Zealand's leading outdoor recreation media platform, publishing a print and digital magazine since 1991. The core offering centers on Wilderness Magazine—a monthly publication covering tramping, hiking, and backcountry activities—supplemented by two subscription tiers: Website-Only ($6.75-$7.95/month) providing digital access to 850+ trip guides, 170+ issues, and gear reviews; and Print+Website subscriptions delivering the physical magazine plus full digital access. The Walk1200km program is a free annual walking challenge (3.3km/day average) with merchandise tracking tools, the Wildcard loyalty program offers subscriber discounts at 20+ outdoor retailers, and the Outdoor Books catalogue provides 116+ titles spanning tramping guides, wildlife identification, and adventure narratives. Additional content includes gear reviews, podcasts, and email newsletters. No AI, API, or technical product integrations are offered.

Differentiator

Problem solved

Functional benefit

Brands

• Walk1200km: A free annual walking challenge inviting participants to walk 1200km over 12 months, launched in partnership with outdoor gear brands. The challenge includes microchallenges, progress trackers, and community events.
• Wildcard

Products and services

• Wilderness Magazine (Print + Digital) New Zealand's premier outdoor recreation magazine covering tramping, hiking, camping, packrafting, climbing, conservation, and outdoor culture. Published since 1991 and available in print and digital formats for outdoor enthusiasts.
• Website-Only Subscription Digital-only subscription providing website access to all magazine content plus web-exclusive stories. Includes access to 850+ trip guides, 170+ digital issues, gear reviews, Wildcard loyalty benefits, podcasts, and subscriber prize draws. Priced at $6.75–$7.95/month.
• Print + Website Subscription Combined print and digital subscription delivering the physical magazine to the subscriber's door alongside unrestricted website access. Available bi-annually, quarterly, or every 6 months with postage. Priced from $10/month plus postage.
• Walk1200km Challenge Program Free annual walking challenge inviting participants to walk 1200km over 12 months (averaging 3.3km/day or 100km/month), aligned with Ministry of Health activity guidelines. Includes Facebook community, monthly microchallenges with prize giveaways, and partnerships with outdoor gear brands.
• Wildcard Loyalty Program Subscriber loyalty card offering exclusive discounts (10–20% off RRP) at partner outdoor retailers including Outfitters, Further Faster, Living Simply, MD Outdoors, and 20+ other outdoor businesses. Saved to iPhone or Android wallet.
• Outdoor Books Catalogue Curated selection of 116+ outdoor and tramping books including tramping guides (20 titles), tramping culture and huts (35 titles), recipe books (4 titles), flora and fauna guides (38 titles), bird and wildlife guides (31 titles), and adventure narratives (33 titles).
• Wilderness Online Shop E-commerce shop selling outdoor books, maps, back issues, Walk1200km progress trackers, and related outdoor merchandise to New Zealand consumers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Big AgnescoreGTM or Marketing PartnerGear partner for Walk1200km challenge. Provides packs including daypacks and multi-day packs made with recycled and durable materials for challenge participants to win as prizes.
• AKUcoreGTM or Marketing PartnerFootwear partner for Walk1200km challenge. Provides footwear for challenge participants to meet various walking needs, with prizes offered throughout the program.
• BridgedalecoreGTM or Marketing PartnerSock partner for Walk1200km challenge. Provides socks designed to keep feet warm, comfortable, and blister-free for walkers of all levels.
• Back Country CuisinecoreGTM or Marketing PartnerFood partner for Walk1200km challenge. Provides freeze-dried meals and food supplies to fuel participants on their walking journeys.
• Further FastercoreChannel Partner/ Reseller/ DistributorRetail partner for Walk1200km and Wildcard program. Christchurch outdoor store offers 10% off RRP for challenge participants and Wildcard subscribers.
• YumminorGTM or Marketing PartnerBreakfast partner for Walk1200km challenge. Nelson-based food company specializing in nutrient-dense breakfasts provides prizes for participants.
• OutfittersminorChannel Partner/ Reseller/ DistributorOnline outdoor gear retailer partner. Offers Wildcard subscribers 15% off RRP on Rab, Lowe Alpine and certain other brands.
• Living SimplyminorChannel Partner/ Reseller/ DistributorAuckland retail store and online partner. Offers Wildcard subscribers 10% off RRP excluding rentals.
• MD OutdoorsminorChannel Partner/ Reseller/ DistributorNelson retail store and online partner. Offers Wildcard subscribers 10% off RRP excluding nutrition products.
• Kiwi UltralightminorChannel Partner/ Reseller/ DistributorNew Zealand-based ultralight gear manufacturer and online supplier. Offers Wildcard subscribers 10% off RRP with some exclusions.
• Dwights OutdoorsminorChannel Partner/ Reseller/ DistributorRetail partner offering Wildcard subscribers 10% off RRP storewide in store or online, excluding gift vouchers, hut tickets and PLBs.
• Coastal SportsminorChannel Partner/ Reseller/ DistributorKaikoura retail store and online partner. Offers Wildcard subscribers 15% off RRP with exclusions.
• CotopaximinorChannel Partner/ Reseller/ DistributorOnline retailer of Cotopaxi clothing and equipment. Offers Wildcard subscribers 15% off RRP excluding already discounted items.
• Complete OutdoorsminorChannel Partner/ Reseller/ DistributorChristchurch retail store and online partner. Offers Wildcard subscribers 15% off RRP.
• Ngā Haerenga New Zealand Cycle TrailsminorStrategic or Co-development PartnerContent partnership covering New Zealand's cycle trail network. Wilderness magazine covers e-bikes and cycle trail content featuring the 23 Great Rides and regional connector routes spanning 3000km+.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Ski Magazine: Ski Magazine is a US publication covering ski resorts, gear, and ski culture. While narrower in seasonal focus, it is comparable to Wilderness in subscription magazine format, gear review expertise, and destination/trip guide editorial structure.

Direct peers

• Outside Magazine: Outside is a leading US-based outdoor recreation, adventure, and gear magazine with print and digital subscriptions. It is directly comparable to Wilderness in editorial format (trip guides, gear reviews, conservation) though operating at much larger scale in the US market.
• Backpacker Magazine: Backpacker is a US hiking and backpacking magazine covering trip planning, gear reviews, and skills. It shares the same editorial pillars as Wilderness (hiking trips, gear, skills, conservation) though focused on North American trails.
• Trail Magazine (UK): Trail is a UK hiking magazine offering route guides, gear reviews, and skills content. It is directly comparable to Wilderness as a dedicated hiking magazine with subscription model, focused on a specific national trail network.
• Wanderlust Magazine (UK): Wanderlust is a UK-based travel magazine focused on responsible, experiential, and adventure travel. It is comparable to Wilderness through its travel/outdoor editorial focus and subscription revenue model, though it spans global destinations rather than a single country.
• New Zealand Geographic: New Zealand Geographic is the country's premier nature, culture, and environmental magazine. It is the most direct competitor to Wilderness as both serve NZ audiences interested in outdoor, nature, and conservation content through a subscription magazine model.

Regional players

• Adventure Magazine (Australia): Adventure Magazine is an Australian outdoor and adventure publication covering hiking, gear, and travel. It is comparable to Wilderness as a regional outdoor recreation magazine serving the Australasian market with similar content categories.
• Australian Geographic: Australian Geographic covers nature, environment, wildlife, and outdoor culture across Australia. It is a regional peer comparable to Wilderness as a country-focused outdoor/nature magazine with subscription model serving Australasian audiences.
• Backcountry Magazine (NZ): Backcountry is a New Zealand-based outdoor magazine focused on backcountry skiing, snowboarding, and alpine pursuits. It is a regional peer operating in the same NZ outdoor enthusiast market as Wilderness, though with a seasonal/snow sports focus.

Broad incumbents

• Men's Journal: Men's Journal is a large US men's lifestyle and adventure publication covering outdoor recreation, gear, fitness, and adventure travel. It is comparable as a broad outdoor content publisher with subscriptions, though it covers a wider lifestyle scope than Wilderness.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Wildernessmag
• Instagraminstagram.com/wildernessmagnz
• Xx.com/nzwilderness
• LinkedInlinkedin.com/company/lifestyle-publishing-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Wilderness