Rascasse Audience Intelligence

Sportsman's Warehouse Target Market in United States

A data profile of the people who buy, follow and care about Sportsman's Warehouse in United States — modelled from more than twelve digital signal sources. Sportsman's Warehouse has an estimated audience of 9,202,408 people in United States.

#1among Sports equipment in United States#399among Brand in United States#111in Shopping

The average Sportsman's Warehouse fan in United States is 45.1 years old, more male, and lives primarily in California.

The audience is concentrated in California, Washington, Pennsylvania.

Top brand affinities include Surrey, Hog Hunting, Tony Stewart, with strongest over-indexing on Surrey (42.22× the country average).

Demographically, the Sportsman's Warehouse audience skews more male with an average age of 45.1, and over-indexes on personality traits such as Patriotism, Risk Appetite.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Sportsman's Warehouse fan in United States is more male, around 45.1 years old, with strong Patriotism tendencies and a notable affinity for Surrey.

Category: Shopping · Type: Brand · Subtype: Sports equipment

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Sportsman's Warehouse profile in United States.

Audience size
9.2M
in United States
Gender
21.6%♀
78.4% male
Age
45.1
average years
Country rank
#3901
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Sportsman's Warehouse

21.6% are female, 78.4% are male, average age 45.1.

Fig. 02

Gender split

21.6%
Female
78.4%
Male
Demographic split for Sportsman's Warehouse audience in United States
MetricValue
Female21.6%
Male78.4%
Average age45.1
Estimated audience size9,202,408
Fig. 03

Age distribution

Ø 45.1
average years
Age distribution of the Sportsman's Warehouse audience in United States
Age bracketShare%
16-198%
20-2915%
30-3920%
40-4925%
50+33%
Fig. 04

Worldwide distribution

97.5%

of the worldwide Sportsman's Warehouse audience comes from United States.

Worldwide audience distribution share by country for Sportsman's Warehouse
CountryShare
United States97.5%
South Africa0.9%
China0.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Sportsman's Warehouse audience in United States is strongest.

Fig. 05

Top regions by affinity

Sportsman's Warehouse customers by region in United States
#RegionReachAffinity×
01Alaska<1K7.11×
02Wyoming<1K6.43×
03Montana<1K3.45×
04Idaho<1K3.13×
05Utah<1K2.72×
06Oregon<1K2.65×
07New Mexico<1K2.56×
08Washington<1K2.09×
09Colorado<1K1.87×
10Arizona<1K1.68×
11Nevada<1K1.62×
12West Virginia<1K1.58×
13South Carolina<1K1.15×
14Pennsylvania<1K1.13×
15Michigan<1K0.80×
16North Dakota<1K0.80×
17Kentucky<1K0.79×
18North Carolina<1K0.78×
19California<1K0.76×
20Virginia<1K0.73×
21Tennessee<1K0.72×
22Indiana<1K0.66×
23Mississippi<1K0.63×
24Iowa<1K0.54×
25Nebraska<1K0.53×
26Arkansas<1K0.49×
27Wisconsin<1K0.45×
28Minnesota<1K0.40×
29Louisiana<1K0.37×
30Florida<1K0.30×
31Ohio<1K0.24×
32Rhode Island<1K0.24×
33South Dakota<1K0.23×
34New York<1K0.22×
35Delaware<1K0.16×
36Georgia<1K0.15×
37New Hampshire<1K0.15×
38Maine<1K0.15×
39Washington, District of Columbia<1K0.15×
40Maryland<1K0.14×
41Alabama<1K0.14×
42Hawaii<1K0.14×
43Missouri<1K0.12×
44Kansas<1K0.12×
45Oklahoma<1K0.11×
46Connecticut<1K0.09×
47Illinois<1K0.08×
48Texas<1K0.07×
49New Jersey<1K0.07×
50Massachusetts<1K0.06×
Fig. 06

Affinity by region

Affinity by region — Sportsman's Warehouse, United States
0.06×1.00×7.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Sportsman's Warehouse audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sportsman's Warehouse audience
#·InterestCategoryAffinity×
01SurreyTravel & Leisure42.22×
02Texas Parks and Wildlife DepartmentTravel & Leisure23.45×
03Tony StewartSports23.32×
04Upland game birdPets & Animals13.00×
05Boar huntingSports10.98×
06Hog HuntingSports9.21×
07Fishing sinkerTopic9.08×
08West MarineShopping8.64×
09Ice fishingSports8.26×
10Springfield, MissouriTravel & Leisure8.16×
11Largemouth bassFood & Beverages6.82×
12MontanaTravel & Leisure4.95×
13Wild fisheriesTravel & Leisure4.79×
14MotorboatCars & Mobility4.46×
15SpearfishingSports4.25×
16Tractor Supply CompanyShopping3.99×
17Advance Auto PartsCars & Mobility3.18×
18Survival skillsPolitics & Society3.06×
19Chuck NorrisMovies & TV3.00×
20AutoZoneCars & Mobility2.08×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sportsman's Warehouse audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Sportsman's Warehouse audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.61×
Risk AppetiteTHRILL1.30×
DIY MentalityTHRILL1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sportsman's Warehouse audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.71×
IndulgenceJOY0.73×
Design AffinityPREMIUM0.73×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Sportsman's Warehouse's target market in United States?

Sportsman's Warehouse's target market in United States covers an estimated 9,202,408 people, concentrated in California and Washington.

02

What is the gender split and age of Sportsman's Warehouse customers?

21.6% of the Sportsman's Warehouse audience are female, 78.4% are male, with an average age of 45.1 years.

03

Which brands do Sportsman's Warehouse fans like most?

Sportsman's Warehouse fans show strongest brand affinity for Surrey (42.22×), Hog Hunting (9.21×), and Tony Stewart (23.32×) over the country average.

04

Where do Sportsman's Warehouse fans live in United States?

Sportsman's Warehouse fans in United States are most concentrated in California (reach <1K), Washington (reach <1K), and Pennsylvania (reach <1K). These three regions account for the largest share of the active audience.

05

What other brands do Sportsman's Warehouse fans also like?

Beyond Sportsman's Warehouse itself, the audience over-indexes on Hog Hunting (9.21×), Tony Stewart (23.32×), Montana (4.95×), and Largemouth bass (6.82×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Sports equipment audiences in United States

See Sportsman's Warehouse audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Sportsman's Warehouse. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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