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 2013 SIA Snow Sports Market Intelligence Report will be released in August, 2013. 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
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 2012-13


Products Purchased Online

Season Apparel Equipment Accessories Total
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 2012-13


Selected Product Sales Trends at All Snow Sports Retail Shops
 

  • Market inertia from the dismal 2011/2012 season and a late start to snowfall this season depressed sales in November and December, but the market began to turn in late December as snow began to fall.
  • The snow continued to fall through the end of the season and late season participation and sales were strong, ending with $3.4B in sales across all channels, up 3%.
  • The momentum in sales and participation at the end of the 2012/2013 season should translate into optimistic consumers more willing to spend in the first half of the 2013/2014 season.
  • Sales of alpine/AT boots, alpine boots with a walk mode and rubber/Vibram sole designed for use with alpine touring bindings, have more than doubled compared to last season. This season, more than 77,000 alpine/AT boots were sold compared to 29,000 last season.
  • Sales of lighter, more technical AT/Randonee boots are up 43 percent in units to about 13,000 units and up 60 percent in dollars sold to $6.8M.
  • Sales of skins, used on the bottoms of skis to prevent backwards sliding when traversing or sliding uphill are up 10 percent in units sold to 26,000 and up 10 percent in dollars sold to $3.6M.
  • Splitboard sales, although still a small category with 3,700 units sold this season, are up 6 percent in units sold and up 1 percent in dollars sold.
  • Action camera sales are soaring, up 50 percent in units to 123,000, and up 49 percent in dollars sold to $43M.

Source: SIA SnowSports RetailTRAK - August 1, 2012 to March 31, 2013

- 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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