At about 1 hour, 38 minutes into a recent Joe Rogan interview with the actor Luke Grimes (aka “Kayce Dutton” from Yellowstone and its spinoff Marshalls) Rogan and Grimes get into talking about hunting.
They slip into hunting by joking what men would be like if humans had a rut like whitetail deer do—Rogan said he’d hide in a bunker that month—but are soon talking about deer and elk hunting.
“Have you hunted in Montana?” asks Grimes who said he now lives fulltime in Montana.
“Yeah, not elk though,” says Rogan and then they get into talking about getting into shape for elk hunting and the high-tech clothes needed for hunts in the mountains. Rogan soon says, “You can’t just get off your couch and go elk hunting” as he discusses his workouts to prepare for September hunts in the Rockies.
When America’s top podcaster and cage-fighting commentator Joe Rogan, talks hunting with a superstar from Yellowstone like Luke Grimes, you have to think that the popularity of hunting is on the ascendency.
The signs are there. Rogan talks about hunting often—and mule deer racks are often in his background. The Duck Commander was popular way beyond those of us who climb into treestands or trek up mountains with guns or bows—Duck Dynasty: The Revival is now airing. The popularity of survival shows is another sign, as is the move away from ultra-processed food and to natural meat.
But could most people really suffer to earn their own meat? Some surely could, but they need to find a way in, as the learning curve is steep.
This is no doubt part of the reason why overall hunter numbers have been declining for decades; however, countertrends point toward a potential resurgence.
Natural Meat
More people see hunting as a way to obtain healthy, hormone-free, locally sourced meat. This resonates with sustainability-minded Millennials and Gen Z who are now into “farm-to-table” meat options. Some surveys show younger hunters are more motivated by meat acquisition than older ones; for example, a 2024 study on Michigan deer hunters found that older hunters (aged 65 and over) rated “getting meat for myself/family” as a lower-priority motivation compared to younger hunters; also, a 2013 Responsive Management study indicated that meat acquisition was a growing motivator overall (rising to 35 percent of hunters who cited it as their top reason), particularly among younger or newer hunters who view wild game as a healthy, free-range protein source.
The MAHA Wellness Angle
The “Make America Healthy Again” vibe from the Trump administration (outdoor living, anti-processed food, nature connection) has boosted interest. Some podcasters, influencers and members of the media are framing hunting as a return to primal, screen-free, purposeful outdoor time.
Female Participation
Female hunter numbers have been stable or growing in some projections, sometimes outpacing declines in male participation. Gen Z and Millennials show higher female involvement relative to past generations, partly from media influences such as Rogan; for instance, national survey data shows the proportion of female hunters in the U.S. more than doubled from 9 percent in 2001 to 22 percent in 2022, with female participation rates growing 17 percent from 2005 to 2022.
That said, urbanization and lack of access and mentorship are still factors impacting the next generation.
To help offset these factors, the NRA offers hunter-education courses at nra.yourlearningportal.com and through explore.nra.org. The NRA also offers the Youth Hunter Education Challenge that builds on basic hunter education with fun, competitive and hands-on events. The NRA also encourages its thousands of affiliated clubs to host sight-in days, introductory clinics and more in order to lower barriers for beginners.
To truly become cool again, however, hunting might need more rebranding, such as with an emphasis on conservation (hunters pay for most wildlife conservation), the desire for healthy meat options, family bonding that does not include screens and more. If these efforts continue, hunting could gain serious cool factor status, especially with environmentally aware younger Americans.
