Recorded October 15, 2026
Featuring Lindsey Witt-Swanson, Senior Research Director at NORC at the University of Chicago; Scott Szczepaniak, Recreational Boating Safety Specialist, U.S. Coast Guard Southeast District; and Stig Larsson, PTC Board Chair and CEO of Level Six. Pamela Dillon, PTC Governance and Operations Manager, hosted the session, with Andrea White of Cross Currents Leadership assisted with moderation.
How many Americans paddle, how often do they get on the water, and what can we learn from the data to help keep them safe?
PTC University continued October 15 with “Data, Data, Data! Part 2,” bringing together two important perspectives: research on recreational boating participation and exposure, and U.S. Coast Guard data on paddlesports fatalities and safety.
Building on the October 14 session examining industry business conditions and outdoor recreation participation trends, the conversation explored how better information can help the industry understand paddlers, identify risks and improve experiences on the water. The session also included PTC's 2026 Annual Meeting.
Counting Paddlers and Measuring Time on the Water
Lindsey Witt-Swanson introduced the National Recreational Boating Safety Survey (NRBSS), a comprehensive research effort conducted by NORC in partnership with the U.S. Coast Guard. Conducted periodically since 1974, the survey measures recreational boating participation, vessel ownership, time on the water and safety practices.
Lindsey explained that the NRBSS consists of two complementary surveys. The Exposure Survey measures boats owned and operated, the number of days and hours spent boating, and other factors used to calculate exposure to boating risks. The Participation Survey examines who participates, how frequently they participate, and the activities they enjoy. Together, they provide a more complete picture of recreational boating as a whole, including the hard to measure paddlecraft that are often not required to be registered.
Findings from the previous survey estimated that 33.14 million Americans participated in canoeing, kayaking, paddleboarding and inflatable paddlecraft activities in 2018. Lindsey also demonstrated how the results can be explored through interactive StoryMaps, making national research more accessible to industry professionals, organizations and the public.
The 2026 survey is currently underway, with updated findings expected in 2027. Lindsey emphasized the importance of collecting enough responses from paddlers to produce meaningful estimates and improve future research. During the Q&A, she confirmed that the current survey does not distinguish between recreational and whitewater kayaks and does not track emerging categories like packrafting or kayak fishing, but greater detail may be possible in future surveys.
For the paddlesports industry, the implications extend beyond counting participants. Reliable information about ownership, participation frequency, demographics and time on the water can help businesses understand their markets while supporting better-informed safety initiatives.
Paddlesports Fatalities: A Closer Look at Experience and Risk
Scott Szczepaniak brought the U.S. Coast Guard's perspective, examining recreational boating fatalities and opportunities to influence safer paddling behavior.
Despite an overall decline in recreational boating fatalities across all boating, paddlecraft remain a significant concern. Scott referenced a Water Sports Foundation analysis highlighting the disproportionate share of deaths involving paddlers.
The figures underscore the importance of reaching people early in their paddling experience. Approximately one in three recreational boating deaths involves paddlesports. Among paddlesports fatalities, approximately 70% involve people with fewer than 100 hours of experience, including 40% with fewer than 10 hours.
These findings challenge the assumption that serious paddling accidents primarily involve advanced conditions or experienced paddlers taking extreme risks. They also suggest that the earliest stages of participation offer an important opportunity for education and prevention.
Scott outlined five practical safety messages: wear a life jacket, take a class, paddle in groups of three boats or more, respect weather and cold water, and paddle sober. And he emphasized the unique opportunity that the paddlesports industry has to deliver these messages firsthand to people in a most teachable moment.
But communicating those messages is only part of the challenge. Scott emphasized that reaching an audience does not necessarily mean influencing behavior. Effective safety outreach requires understanding paddlers, connecting with them through trusted voices and partnerships, and encouraging decisions that translate into safer practices on the water.
He highlighted opportunities involving instructors, retailers, outfitters, community organizations, social media influencers and the U.S. Coast Guard Auxiliary. Programs such as Kayaking 101 during National Safe Boating Week can help introduce safety knowledge and practical skills to people who might otherwise enter paddlesports with little formal preparation.
For the industry, the message is clear: safety education is not separate from growing participation. It can be an important part of creating positive experiences that encourage people to return.
From Participation Data to Safer Experiences
Taken together, Lindsey's and Scott's presentations raised an important question: How can the paddlesports industry use what it knows about participation to improve what happens on the water?
Participation estimates tell us how many people are paddling. Exposure data help us understand how much time they spend on the water and provide context for evaluating risk. Fatality data identify where the consequences of inexperience and unsafe decisions can be most serious.
The opportunity is to connect these findings with practical action.
Retailers and outfitters can introduce safety information when customers purchase or rent equipment. Instructors and community programs can help beginners develop skills and confidence. Manufacturers and industry partners can reinforce consistent messages, while trusted influencers can help reach audiences who may never seek out traditional boating safety education.
The goal is not simply to attract more people to paddlesports, but to help them develop the knowledge, confidence and connections that make continued participation more likely.
PTC Annual Meeting: Building Momentum for 2027
Following the research presentations, Stig Larsson led the PTC Annual Meeting, reviewing the coalition's progress, challenges and priorities for the coming year.
Stig highlighted the transition to a new website and membership management system, development of a member resource portal, expanded committee involvement and efforts to address insurance costs affecting paddlesports businesses.
He also discussed the growth of Go Paddle Day, which experienced increased participation and social media engagement in its second year. Go Paddle Day returns June 12, 2027, with PTC working alongside partner organizations to expand the initiative's reach.
PTC University represents another investment in industry connectivity and professional development. Stig emphasized the value of sharing research, practical knowledge and business insights across an industry that includes everything from small specialty retailers and outfitters to major manufacturers.
He also reported that the 2026 PTC Industry Survey had grown to 99 responses, reinforcing the coalition's ongoing effort to develop more meaningful industry data.
Turning Data into Action
The first two PTC University webinars approached paddlesports data from different directions. Industry surveys and outdoor participation research help explain market conditions, consumer behavior and opportunities for growth. Recreational boating participation, exposure and fatality data add another dimension: how people use paddlecraft and where safety interventions may be most valuable.
The common thread is that collecting data is only the beginning. The real value comes from applying what we learn to make better business decisions, and to develop more effective education, stronger partnerships and better experiences for paddlers.
For manufacturers, retailers, outfitters, instructors and community organizations, the questions are practical: Are we reaching beginners with the right information? Are we helping occasional paddlers build confidence? And are we working together to make their next paddling experience more likely to be a safe and enjoyable one?
The Conversation Continues
PTC University brings research, practical resources and industry expertise directly to the paddlesports community through free virtual sessions. All remaining 2026 webinars are free and open to everyone.
Explore Upcoming PTC University Webinars and Register FREE
Join us October 27 for the next free PTC University webinar, “Industry Support to Grow Your Programs!”, exploring resources, partnerships and opportunities from the 25 State Offices of Outdoor Recreation to help paddlesports businesses and organizations expand their reach.
Because a stronger paddlesports industry depends on understanding who gets on the water, helping them paddle safely and giving them more reasons to come back.