Let’s face it: Outdoor influencers are here to stay.
The issue isn’t really with the influencers themselves. It’s the system.
In the outdoor industry, even honest hunters and gear reviewers can be mistaken for people just chasing free gear. Brands get frustrated, audiences turn skeptical, and platforms restrict reach.
GOTOgear.com is an online platform designed to connect creators, brands and audiences. It lets users share gear recommendations transparently and track what works, adding structure to a space that has relied on informal communication.
“People are already sharing gear links and recommendations, but it’s not always clear or consistent, and creators aren’t always protected,” said GOTOgear CEO Ben Bussey.
“It’s their sandbox. You’ve got to play by their rules,” Bussey said.
Tools that help creators avoid shadow bans and stay compliant are becoming essential.
If a creator is shadow-banned, their posts are hidden without warning. Anything that reduces this risk helps the whole community.
Hunters value honesty above all, regardless of gear cost.
GOTOgear lets creators disclose whether they use, test or want a product, making recommendations more transparent.
Bussey puts it bluntly: “People hate bullshit.”
Compensation for content creation is not new in the outdoors. GOTOgear highlights the value of transparency in these partnerships.
Problems start when payments are hidden or handled behind closed doors, eroding trust.
Bussey, who has an advertising background, says, “What gets measured gets managed.” Brands want to know what works.
A transparent, trackable system legitimizes influencer marketing.
Bussey notes that a creator with a smaller, engaged audience can outperform those with larger but less focused followings. “Relevance beats reach,” he said.
Platforms that value trust and relevance help authentic voices stand out.
Bussey also prioritizes conservation and offers nonprofits free access to its platform.
High-profile missteps by influencers can damage the wider community.
When creators act professionally, it benefits brands, audiences and the entire industry.
Jay Pinsky, Editor, The Hunting & Archery Wire