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SIA State of the Industry Video Breaks Down Highs and Lows of 2011/2012


Washington, DC (October 18, 2012) — The snow sports industry has endured a rollercoaster ride of highs and lows the past two seasons – Winter of 2010/2011 brought record amounts of snow and sales for the industry, while 2011/2012 saw drought-like snow conditions, negatively affecting both participation and sales. The snow sports industry will always be at the mercy of snowfall, but the real question is – what have we learned? To help answer that question, the SnowSports Industries America (SIA) Research Team has crunched the numbers and provided valuable insight into consumer spending habits in the State of the Industry Video.


2012 SIA State of the Industry from SnowSports Industries America on Vimeo.

“Each season, our industry must deal with the weather and economic conditions as well as consumer confidence, however, there are certain factors that will always drive consumers to snow sports,” Kelly Davis, Director of Research for SIA. “Heading into 2012/2013, there appears to be a lot of pent-up demand from last year and consumers are eager for the snow to start falling,” added Davis.

Content for the video was pulled from the 2012 SIA Snow Sports Market Intelligence Report – a wide-ranging analysis of the snow sports marketplace during the 2011/2012 season. SIA has also created category-specific videos from the 2012 data including Alpine, Snowboard and Nordic – the first in a series of videos scheduled for release throughout the season; February will feature Mid-Season Data and End of Season Data in May.

In addition to the videos, SIA’s Research Department offers a full range of research and data reports that provide industry insights that give companies a competitive edge by helping them make smarter decisions, and ultimately growing their business. Stay up-to-date on the latest from SIA’s Research Team at and through SIA’s Facebook page or Twitter feed at #SIAdata.

SIA collects and analyzes all their research, which ensures the information is relevant for the snow sports industry’s unique business needs including budgeting, product development or how to write a business plan. As a non-profit, member-owned trade association, SIA’s goal is to help businesses thrive on their own, and as part of the larger snow sports industry. Membership dues help subsidize SIA’s exclusive research making the data available at no cost (i.e.: State of the Industry Video) or at significantly reduced pricing. Additional SIA research reports, including women’s-specific and juniors-specific snow sports products, will be released in the upcoming months.

For questions on SIA research services, please contact Kelly Davis, SIA’s Director of Research at or by phone at 703-506-4224.