Snowsports Industries America

2013 SIA Snow Sports Fact Sheet

Following is the 2013 SIA Snow Sports Fact Sheet.

These are statistics from SnowSports Industries America (SIA) and other sources.

If you need more information than is provided in this basic version, the SIA Snow Sports Market Intelligence Report is the source. The Snow Sports Market Intelligence Report is a more detailed report that paints a great overall picture of the snow sports industry with facts on participation, retail sales and resorts.  The 2014 SIA Snow Sports Market Intelligence Report will be released in August, 2014. If you are looking for more information, please contact Emily O’Hara at EOHara@snowsports.org.



Total Number of Snow Sports Participants

Season Alpine Snowboarding Cross Country
2012/2013 8,243,000 7,351,000 3,307,000
2011/2012 10,201,000 7,579,000 4,318,000
2010/2011 11,504,000 8,196,000 4,530,000
2009/2010 10,919,000 7,421,000 4,157,000

Source: Physical Activity Council – 2012/2013 SIA SnowSports Participation Report. These figures represent participants who are 6+ years old and participated in a sport at least once during the given season.



Gender of Skiers and Snowboarders – 2012/13 Season

Gender Alpine Snowboard Cross Country
Male 60% 67% 60%
Female 40% 33% 40%

Source: Physical Activity Council – 2012/13 SIA SnowSports Participation Report.



Age of Skiers and Snowboarders – 2012/13 Season

Age Alpine Snowboard Cross Country
6-12 12.8% 12.4% 11.5%
13-17 11.3% 16.2% 5.7%
18-24 15.1% 24.6% 15.4%
25-34 21.7% 26.6% 25.6%
35-44 20.4% 14.2% 16.5%
45-54 12.3% 5.2% 13.4%
55-64 4.1% .6% 6.6%
65+ 2.3% .2% 5.3%

Source: Physical Activity Council – 2012/13 SIA SnowSports Participation Report


Total Number of U.S. Skier-Visits (In Millions)

Season Northeast Southeast Midwest Rockies Pacific Total
2012/13 13.3 5.2 7.1 19.5 11.6 56.6
2011/12 11.0 4.4 6.4 19.1 10.0 51.0
2010/11 13.9 5.8 7.8 20.9 12.2 60.5
2009/10   13.4 6.0 7.7 20.4 12.3 59.8
2008/09 13.7 5.7 7.2 20.0 10.7 57.4
2007/08 14.3 5.2 8.1 21.3 11.6 60.5
2006/07 11.8 4.9 7.2 20.8 10.3 55.1
2005/06 12.5 5.8 7.8 20.7 12.0 58.9
2004/05 13.7 5.5 7.5 19.6 10.6 56.9
2003/04 12.9 5.6 7.8 18.9 11.0 57.6
2002/03 14.0 5.8 8.1 18.7 11.0 57.6
2001/02 12.2 5.0 7.0 18.1 12.1 54.4

Source: National Ski Areas Association (NSAA) Kottke National End of Season Survey 2012/13: Preliminary Report.  The NSAA defines a skier/snowboarder visit as one person visiting a ski area for all or any part of a day or night one time. This includes full-day, half-day, night, complimentary, adult, child, season and any other ticket type that gives one the use of an area’s facility.


Products Purchased at Snow Sports Specialty Stores

Season Apparel Equipment Accessories Total
2013/14 $615,978,266 $618,874,381 $736,434,172 $1,971,286,820
  31% 32% 37% 100%
2012/13 $603,392,631 $565,042,091 $615,337,671 $1,783,772,393
  34% 32% 34% 100%
2011/12 $619,674,283 $608,374,511 $594,944,715 $1,822,993,508
  34% 33% 33% 100%
2010/11 $631,484,569 $652,994,205 $733,501,741 $2,017,980,515
  31.3% 32.4% 36.3% 100%
2009/10 $582,547,354 $561,816,248 $632,370,255 $1,776,733,856
  32.8% 31.6% 35.6% 100%
2008/09 $598,726,870 $523,832,218 $585,355,794 $1,707,914,882
  35.1% 30.7% 34.2% 100%
2007/08 $664,251,136 $563,733,716 $624,826,402 $1,852,811,254
  35.8% 30.4% 33.7% 100%
2006/07 $622,598,729 $563,622,139 $586,422,337 $1,772,643,206
  35.1% 31.8% 33% 100%
2005/06 $579,172,886 $617,690,007 $599,325,160 $1,796,188,053
  32% 36% 32% 100%
2004/05 $546,487,808 $622,995,217 $562,564,919 $1,732,047,944
  32% 36% 32% 100%

Source: SIA SnowSports RetailTRAK - August 1 to March 31 – 2004-05 to 2013-14


Products Purchased Online

Season Apparel Equipment Accessories Total
2013/14 $424,456,172 $188,857,960 $254,055,766 $867,369,898
% of online market 49% 22% 29% 100%
2012/13 $384,643,246 $165,919,768 $199,682,197 $750,245,211
% of online market 51% 22% 27% 100%
2011/12 $354,966,112 $152,428,225 $187,575,527 $694,969,864
% of online market 51% 22% 27% 100%
2010/11 $325,164,341 $140,526,198 $186,524,403 $652,214,942
% of online market 49.8% 21.5% 28.6% 100%
2009/10 $298,729,338 $132,439,566 $166,220,158 $597,389,063
% of online market 50% 22.2% 27.8% 100%
2008/09 $278,791,332, $115,219,427 $152,503,267 $546,514,025
% of online market 51% 21% 28% 100%
2007/08 $258,847,926 $113,166,387 $119,732,372 $491,746,685
% of online market 53% 23% 24% 100%

Source: SIA SnowSports RetailTRAK - August 1 to March 31 – 2007-08 to 2013-14


Selected Product Sales Trends at All Snow Sports Retail Shops
 

  • Alpine Touring/Randonee equipment sales increased 8 percent in dollars sold and 8 percent in units sold. Lack of snow in the Sierras likely stalled backcountry equipment sales in California, which houses many of the popular areas for backcountry skiing and snowboarding.
  • Sales of Alpine/AT boots, defined as alpine DIN boots that can be converted to an AT/Touring sole for Backcountry use, may be one of hottest items in the alpine market. Sales of alpine/AT boots are up 27 percent in units sold to 93,000 units sold, and up 21 percent in dollars sold to $37 million. Alpine/AT boots make up nearly 16 percent of dollars sold and 12 percent of units sold in the alpine boot market so far this season.
  • Women are getting prepped to hit the trails. Sales of women’s specific cross country equipment increased 32 percent in units sold and 28 percent in dollars sold to over $6 million. Overall, Nordic equipment sales bounced back this season and finished up 15 percent in units sold and up 14 percent in dollars sold to $41 million.
  • More girls bought snowboard equipment this year; junior girls snowboarding equipment sales grew 37 percent in units sold and 36 percent in dollars sold. Overall, snowboard equipment sales are flat in dollars sold to $256 million.
  • Backcountry accessories sales including beacons, probes and shovels increased 12 percent in units and dollars sold.
  • Sales of protective gear including pads, wrist guards and general impact gear increased 16 percent in units sold and 24 percent in dollars sold. Higher demand means sales at higher prices and higher margins. In fact, margins on protective gear increased 28 percent from 42.6 percent in 2012/2013 to 54.5 percent in 2013/2014.
  • Action cameras continue to be the single most popular accessory in the snow sports market right now. Sales of action cameras were up 10 percent in units sold to 121,000 cameras and up 20 percent in dollars sold to $41 million. Over 30 percent of action camera sales in snow sports channels were made in specialty shops.
  • Alpine insulated tops sales were up 13 percent in dollars sold to $529 million and up 8 percent in units to more than 3 million units sold.
  • Apparel accessories including gloves, baselayer, headwear, neck gaiters, etc. increased 7 percent in units sold and 11 percent in dollars sold to $664 million.

Source: SIA SnowSports RetailTRAK - August 1, 2013 to March 31, 2014

- SIA -

For additional product examples, snow sport stats or company contacts, please contact Lori Crabtree at 307-690-6427, email: LCrabtree@wyoming.com. SnowSports Industries America (SIA) is a not-for-profit trade association whereby competing on-snow product suppliers magnify their power, by working together, for the development of the on-snow sports industry. For more information, check out snowsports.org. For more information on our trade show, the SIA Snow Show, visit siasnowshow.com.

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