Posts Tagged ‘Snow Sports Market Intelligence Report’

SIA Check In from David Ingemie and a Look Back at the State of the Industry

Monday, September 19th, 2011

And we’re off! Following a record-breaking 2010/2011 Season, it’s time to talk about what we all did right (including the weather) so we can continue to grow the snow sports market.

Every year since 1954, growing the sport and helping our industry remain strong is what SIA strives to do. From our cost saving Member Benefits, the Snow Show, to consumer initiatives like Snowlink.com, Winter Trails, Learn to Ski & Snowboard Month and World Snowboard Day, to exclusive Research and industry collaboration hosting meetings with sales reps, retailers, resorts, organizations, we remain focused. 

As a member-owned, non-profit trade association, we work to recognize the challenges facing the snow sports market. New this year, we’ve analyzed last season’s data presented in the SIA Snow Sports Market Intelligence Report and produced a State of the Industry video designed to help us all get a more complete picture of our marketplace and customer. Take a look, share it with your staff and use it as a tool to prompt conversations about strategic planning and projections to lead us to another successful season. Also find category videos for Alpine, Snowboard and Nordic featuring stats specific to each.

As we head off into winter, let’s remember the role we each play in the continued growth and development of snow sports. Strength and vitality are built on collaboration, innovation and the undeniable passion we all share. We, at SIA, look forward to working with you this season, seeing you at the Show, in the field or on the mountain. Don’t ever hesitate to get in touch with me at David.Ingemie@snowsports.org or contact any of the SIA Staff.

One final and important note, as we get back to the business of snow, please think of our friends in the snow sports industry who have been affected by the brutal weather on the east coast and New England and the fires out west.

With another La Niña winter just announced, here’s to a heck of a season!

David Ingemie
SIA President

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Posted in Cross Country Skiing, Learn to Ski and Snowboard Month, Nordic On-Snow Demo, RetailTRAK, SIA Snow Show, Skiing, Snowboarding, Snowlink.com, Snowshoe, Winter Trails | 1 Comment »

SPOILER ALERT: 2011 SIA SNOW SPORTS MARKET INTELLIGENCE REPORT

Friday, August 19th, 2011

Snow Sports Pop Quiz

  • How many Americans consider themselves skiers and/or riders?
  • How many alpine skis, with waists wider than 80MM, sold during the 2010/2011 season?
  • Is reverse camber a serious trend or just a fad?
  • What’s the average retail margin for insulated parkas in specialty shops?
  • How many alpine skiers also ride a snowboard? (Hint, it’s more than 2 million)
  • How many helmets were sold this season?
  • Who or what is La Niña?

Get all of the answers to these questions and thousands more with the 34th annual SIA Snow Sports Market Intelligence Report is almost here. The 2011 Snow Sports Market Intelligence Report provides valuable insight into retail sales, participation trends, demographics for snow sports participants, analysis of the season’s weather, and an overview of economic health of the entire snow sports industry. The 2011 Snow Sports Market Intelligence Report is available to SIA members for FREE and to non-SIA members for $425. A link to the Intelligence Report will be emailed to SIA Retail Members next week.

Sample of highlights in the report:
Snow Sports market sales reached a record $3.3 billion last season as La Niña conditions blanketed the U.S. with 29% more snow than average.

  • Apparel sales $1.2 billion
  • Equipment Sales $902 million
  • Accessories sales $1.2 billion

Hot trends in the market that are expected to continue through the 2010/11 season include:

  • Alpine skis (flat skis sold without bindings) in the 80mm-110mm waist width category were up 74% in dollars sold on more than 74,000 units compared to 47,000 units sold last season.
  • Women’s ski sales increased 20% in units sold and 26% in dollars sold this season. Out of a total 419,000 alpine skis sold this season, 149,000 were women’s models.
  • AT/Randonee equipment sales finished the season up 90% overall in dollars sold, and up 87% in units sold. Most notably, AT/Randonee boots sales finished up 126% in units and up 124% in dollars sold.
  • Reverse/Mixed camber ski sales finished the season up 134% in units and 129% in dollars. Approximately 54,000 pairs of reverse camber/mixed camber skis were sold this season.
  • Reverse camber snowboard sales were up 36% in units and 41% in dollars sold. In fact, 63% of all current season model boards sold this season have reverse camber.
  • Americans fought the cold with insulated parkas this season and sales reflected cold and snowy La Niña conditions. Insulated parka sales finished the season up 24% in units sold and up 24% in dollars sold to $394 million in total sales.

The 2011 Report covers a variety of retail channels including snow sports specialty shops, chain stores and the Internet. The easy-to-follow analysis also features stand-alone chapters for alpine, snowboard, cross country, Telemark, backcountry-Randonee/AT, equipment/apparel accessories and apparel categories.

Full reports on the market for women’s specific and junior’s specific snow sports products will also be available soon. Stay tuned.

If you have any questions or need anything else please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or by phone at 703.506.4224. Snow Sports Pop Quiz

  • How many Americans consider themselves skiers and/or riders?
  • How many alpine skis, with waists wider than 80MM, sold during the 2010/2011 season?
  • Is reverse camber a serious trend or just a fad?
  • What’s the average retail margin for insulated parkas in specialty shops?
  • How many alpine skiers also ride a snowboard? (Hint, it’s more than 2 million)
  • How many helmets were sold this season?
  • Who or what is La Niña?

Get all of the answers to these questions and thousands more with the 34th annual SIA Snow Sports Market Intelligence Report is almost here. The 2011 Snow Sports Market Intelligence Report provides valuable insight into retail sales, participation trends, demographics for snow sports participants, analysis of the season’s weather, and an overview of economic health of the entire snow sports industry. The 2011 Snow Sports Market Intelligence Report is available to SIA members for FREE and to non-SIA members for $425. A link to the Intelligence Report will be emailed to SIA Retail Members next week.

Sample of highlights in the report:
Snow Sports market sales reached a record $3.3 billion last season as La Niña conditions blanketed the U.S. with 29% more snow than average.

  • Apparel sales $1.2 billion
  • Equipment Sales $902 million
  • Accessories sales $1.2 billion

Hot trends in the market that are expected to continue through the 2010/11 season include:

  • Alpine skis (flat skis sold without bindings) in the 80mm-110mm waist width category were up 74% in dollars sold on more than 74,000 units compared to 47,000 units sold last season.
  • Women’s ski sales increased 20% in units sold and 26% in dollars sold this season. Out of a total 419,000 alpine skis sold this season, 149,000 were women’s models.
  • AT/Randonee equipment sales finished the season up 90% overall in dollars sold, and up 87% in units sold. Most notably, AT/Randonee boots sales finished up 126% in units and up 124% in dollars sold.
  • Reverse/Mixed camber ski sales finished the season up 134% in units and 129% in dollars. Approximately 54,000 pairs of reverse camber/mixed camber skis were sold this season.
  • Reverse camber snowboard sales were up 36% in units and 41% in dollars sold. In fact, 63% of all current season model boards sold this season have reverse camber.
  • Americans fought the cold with insulated parkas this season and sales reflected cold and snowy La Niña conditions. Insulated parka sales finished the season up 24% in units sold and up 24% in dollars sold to $394 million in total sales.

The 2011 Report covers a variety of retail channels including snow sports specialty shops, chain stores and the Internet. The easy-to-follow analysis also features stand-alone chapters for alpine, snowboard, cross country, Telemark, backcountry-Randonee/AT, equipment/apparel accessories and apparel categories.

Full reports on the market for women’s specific and junior’s specific snow sports products will also be available soon. Stay tuned.

If you have any questions or need anything else please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or by phone at 703.506.4224.

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