"In our industry there will be an opportunity in the not too distant future for people to go away. And some of these people will have pent up desire to go away to Greece and Spain and more exotic places. From that point of view, we’ve got to capture them now – it’s our responsibility as an industry to make sure people enjoy  camping."

We speak to Daniel Walton, the founder and CEO of UK tent, awning and outdoors brand OLPRO on how he went from climbing in the Peak District to a lifetime career in the outdoors industry. He also explains how his company navigated the COVID-19 crisis, its environmental plans on the eve of its 10th anniversary and the responsibility the industry has to help capture new customers.

Music: Mark Guest