SIA Newsletter

Research Roundup: New SIA Research Projects Enhance Your Understanding of the Market and Optimize Your Decision Making

SIA ResearchAs the 2014/15 season’s momentum builds, your ability to make quick, well informed decisions is crucial. We’re here to help with a host of new research offerings that will give you an overview of the market and your consumers’ mindset.

“SIA data opened up some eyes at our company in regard to what sells, where it sells and for how much. One of the benefits is seeing the big picture to help make the numbers relevant; it’s not just sales information that makes up the data, it’s inventories, snow cover, the economy and more,” said Kyre Malkemes, snowboard category manager, Mervin Manufacturing

Read on for a round-up of our recent research offerings, including the Downhill Consumer Intelligence Project, State of the Industry Videos and Snow Sports Market Intelligence Report:

“Discovery Phase” of the Downhill Consumer Intelligence Project (DCIP) Sheds Light on Long-Term Trends, Guides Future Efforts to Grow Our Sport

The Downhill Consumer Intelligence ProjectThe first research effort in a decade focused on developing a comprehensive understanding of alpine and snowboard consumers, Phase 1 of the Downhill Consumer Intelligence Report is now complete and ready for download. Phase 1 (Discovery Phase) of the DCIP has provided a fascinating look at the long-term trends and behavior of our industry’s participants. This unprecedented 18-month-long snow sports research program was pursued in collaboration with more than 20 research and non-profit organizations including NSAA and RRC Associates. Through this process, the Discovery Phase of the DCIP has given us a clear understanding of our demographic participant base make-up, common barriers to entry and participation, and insights into the effectiveness of our traditional ways to grow the sport.

The discovery phase of DCIP is now available for download at, giving all industry participants the opportunity to get a full understanding of consumers of the snow sports industry and an overview of long-term trends that affect the current state of the industry. At, you’ll find pull-downs that break the data and findings into categories like Key Data Sets, Key Trends and What Consumers Are Saying. This information can be used by individual brands and retailers to guide decision making as well as by industry groups to guide overall participation growth efforts.

To download Phase 1 of the Downhill Consumer Intelligence Project, click here. To access the DCIP page, visit, and continue to check back for updates to the different categories. For questions about the DCIP, please contact SIA Research Director Kelly Davis at

State of the Industry Videos Released, Watch Now for a Succinct Overview of 2013/14 Main Market Data

As we head into the 14/15 season, now is a perfect time to review the data from 2013/14 and get a feel for where you stand in comparison with the State of the Industry. The State of the Industry video series includes a complete overview of the 2013/14 season data, giving you a chance to evaluate the trends, numbers and information that will inspire your decisions and processes in the months to come.

The newly released video series includes the main State of the Industry Video and category-specific videos for Ski, Snowboard and Nordic. SIA Director of Research Kelly Davis is joined by an expert meteorologist and a variety of snow sports participants to explain the 2013/14 snow sports sales and participation data detailed in the Snow Sports Market Intelligence Report and Executive Market Summary.

Category-specific videos are also available for Ski, Snowboard and Nordic help the industry better understand the impact of the 13/14 season product sales.

Trends for $3.6 Billion 13/14 Season Detailed in the 2014 SIA Snow Sports Market Intelligence Report
SIA Snow Sports Market Intelligence ReportThe 2014 SIA Snow Sports Market Intelligence Report covers the ups and downs of the 2013/2014 season, offering detailed data and statistics on equipment, apparel and accessories sales along with participation information from all six snow sports disciplines including alpine ski, snowboard, cross country ski, freeski, snowshoe and telemark.

In the 37th annual update, the 2014 Snow Sports Market Intelligence Report explores the record-breaking $3.6B season that was filled with extraordinary weather patterns that included severe drought in the Sierras, polar vortex events that brought arctic cold as far south as Texas and truly excellent snow conditions in the Rocky Mountains.

The 2014 report provides an easy-to-follow analysis and also features stand-alone chapters for alpine, snowboard, cross country, telemark, backcountry-randonee/AT, snowshoe, equipment/apparel accessories and apparel categories. There is also an in-depth executive market summary provided with the Report that digs deeper into the 2013/2014 season.

SIA members will receive a link directly from SIA to download the report. Others can purchase a copy of this year’s report, get more information about snow sports retail sales and other SIA Research products including the Snow Sports Participation Study, Revisiting Growing the Snow Sports Industry and more by contacting Kelly Davis, SIA’s director of research, at or at 703-506-4224. Get the latest updates on from SIA research at and by following #SIAdata on Facebook and Twitter.

Retail Data Available in New User Interface Giving Snow Sports Panel Subscribers an Improved Way to View Snow Sports Brand Share Data
SnowSports Retail TRAK Brand Share ReportsOn Tuesday, November 11th NPD and SIA released three historical seasons of Snow Sports Industry data including the 2011/2012, 2012/2013 and 2013/2014 seasons. The retail data is now available through NPD’s proprietary user interface called DecisionKey®. NPD and SIA will release data for August and September 2014 in early December. This release was designed to allow subscribers to learn and become comfortable in the DecsionKey® user interface.

As part of the transition onto the NPD platform, we have changed the reporting structure to align with NPD’s existing businesses for Snow Apparel, Winter Boots and Accessory categories. We have also made changes in the way the data is classified; including some changes to the Snow Sports hierarchy that are designed to provide subscribers with a more robust view of the data. Finally, we adjusted the projection methodology and increased the number of retailers in the reporting sample.

While overall, the industry trends are stable from season to season, the changes above have resulted in shifts from previously reported data.

With this launch, data is available in the Snow Chain and Snow Specialty channels for the following historic Snow Sports seasons:

  • August 2011 through March 2012
  • August 2012 through March 2013
  • August 2013 through March 2014

The Snow Sports Internet channel as well as Inventory and related measures will not be available with this data release, but will be made available with the release of August/September ’14 data which will be available early next month.

Leisure TrendsThe transition from the Leisure Trends Cognos interface to the NPD infrastructure and DecisionKey® interface is a complex process requiring changes to the data structure and hierarchies. This release of historic data is meant to allow subscribers an opportunity to review the data and become familiar with it prior to the release of the current season’s data. As always, your questions and feedback on the data structure, new interface and the data itself are welcome.

Please take advantage of all of the recorded webinars and training tools available in the help section of DecisionKey to help you navigate this tool. The team at SIA and NPD is ready to answer your questions, listen to your thoughts, and help you through this transition. Please reach out to Kelly Davis at SIA, or Scott Jaeger at NPD. Their contact information is below. Both NPD and SIA sincerely appreciate your ongoing support as we enter this new era.

Jim Kelley
President, Sports and Leisure Trends
The NPD Group

Kelly Davis
Director of Research
Snowsports Industries Association

Scott Jaeger
Account Manager and Industry Analyst, Sports and Leisure Trends
The NPD Group

For questions about any of SIA’s research projects, contact Research Director Kelly Davis at Get the latest updates on from SIA research at and by following #SIAdata on Facebook or Twitter