A new wave of high-adrenaline recreation fueled by Gen Z and millennials is reshaping risk dynamics in the adventure sports sector. For insurers, it’s no longer just about covering the activity, it’s about tracking how, where, and under what conditions it takes place.
“We're seeing both an uptick in the volume and variety of claims,” said John O’Connor, director of claims and risk management at CBIZ Adventure Sports. “More participants are seeking out novel adventure sports, sometimes with limited experience.”
That trend is driving increased litigation and new forms of exposure tied to evolving activities, consumer behavior, and marketing practices. Traditional underwriting models are being outpaced by fast-moving cultural shifts, with insurers needing to adjust to real-time risk variables, from operator training and gear standards to how risk is communicated online.
Outdoor operators often lean heavily on social media to drive bookings, pushing thrill-centric content to capture attention. But that same content can pose serious problems when it downplays safety or glamorizes risk.
“When companies market their adventures by highlighting risk and thrill, they can attract more clients but also increase their legal and reputational exposures,” O’Connor said.
CBIZ advises clients to strike a strategic balance. Visual cues like visible helmets, staff credentials, and pre-trip safety briefings should be featured alongside the adventure. “Show the thrill, but also spotlight safety,” he said. These touches may appear minor, but in a claim scenario, they can establish a baseline of professionalism.
O’Connor also cautioned that operators must monitor what’s shared under their brand. “A viral post showing unsafe behavior or an accident can have significant consequences, not only for an operator’s brand but also in the event of a claim or litigation,” he said. Insurers are paying attention to this, and so are plaintiffs’ attorneys.
As more first-time participants jump into high-risk activities, injury rates are climbing, and not just for complex or extreme sports. “This ‘experience over expertise’ trend means higher frequency of minor injuries, and a greater potential for serious ones,” said Leslie Frazee (pictured), program manager at CBIZ Adventure Sports.
Many of these new clients arrive with high expectations but little preparation, leading to a disconnect that increases exposure for both operators and their carriers. Frazee said CBIZ has responded by working more directly with operators on participant screening, safety checks, and real-time risk communication.
“We’re working more closely with operators to ensure comprehensive pre-activity briefings,” she said. Underwriting teams are also adjusting criteria, digging deeper into how operators manage participant risk and maintain safety data.
“There’s an increased focus on participant screening, obtaining informed consent, and maintaining detailed incident tracking,” Frazee said.
The rapid shift toward mobile-first, peer-driven bookings has made traditional waiver protocols outdated. Adventure-seekers aren’t signing forms days in advance, they’re joining last-minute via social links, often with minimal information.
“Today’s participants don’t always sign up a month in advance after reading a PDF,” Frazee said. “They’re booking an hour before, sometimes via a link in a friend’s story.”
This new reality demands mobile-optimized waivers integrated into booking platforms. But even those aren’t enough without clear messaging. “A well-written waiver still needs to be backed by education,” Frazee said. Peer pressure and impulsive participation can cause people to overlook key safety briefings.
CBIZ encourages operators to supplement waivers with engaging pre-activity materials – checklists, short videos, and mandatory briefings, that reinforce risk awareness in ways that grab attention.
“Ultimately, a modern waiver must be part of a broader communication strategy,” Frazee said. “Legal protection is only as strong as the clarity, timing, and delivery of your message.”
For carriers, these shifts require more than just updated underwriting guidelines. They demand deeper collaboration with operators, better risk visibility, and a sharper lens on how branding intersects with liability. The activity may be new, but the expectation remains the same: insurers must stay ahead of the exposure curve, or get caught under it.
