If your brainwaves are like mine, you haven't heard this term: Mid-mountain audience. The term speaks to the "average" outdoorsperson who is most likely going to buy your product if you market it correctly.

Market it correctly?

Yes, can you make the mid-mountain audience fall in love, connect, understand your product line? Product that isn't for top athletes or the beginner, but can you make 5.10 trad dad feel seen? What about that soccer mom who is running her first 10k, does she see herself in your work? How about that tech bro who paddle boards every weekend, but just for with his dog so he gets a tan?

That is the audience this term is hinting towards and according to OIA reports, it's the largest consumer market.

When I look at my portfolio, dalton-johnson.com , I see this is an audience I have served well for years. Starting with the water bottle shoots I first became "known for" in the 2017/18 years.

The shoots were all about the hang, the post or pre adventure. Maybe they were mid-hike slurping a water bottle. That evolved from a personal love for micro-adventures--if you don't know this term look up Alistair Humphrey's and your world is about to change--and the weekend warrior crowd. At that time, I was pursing my limits running ultras, summiting peaks, etc. my work was focused on the mid-mountain adventurers.

Why bring this up?

Sure, my body of work showcases the extremes (summiting Denali, surfing big waves, etc.) but that is because I live that and love that! However, that doesn't mean I don't photograph the average. In fact, I would say I often find myself photographing for the mid-mountain audience more than anything else.

A casual hike in Sedona, AZ leads to this portal. Photos by Dalton Johnson, follow him on Instagram

Examples of Mid-Mountain Photography Work:

Day hiking the tallest peak in Lake Tahoe for Nike
Car camping and hot spring hang out for Coghlan's
Vanlife road trips for Tamron Americas
Climbing a via ferrata, with a guide in Tahoe, for Mountain Hardwear
Post surf beach hang with friends for MiiR
Cruising the Greek Islands for Star Clipper Cruises
Kayak-fishing on a small lake for Oru Kayak

I think you get it by this point. If you are not clear, I am here to help you and your brand, so slide into my email [dalton@dalton-johnson.com] and I can explain more.

Also, if you are looking for somebody to create new marketing assets for the mid-mountain audience let's get on a discovery call ASAP as you're brand is missing out on the largest market in the outdoor industry!