National Ski Council Federation
2013 Annual Summit Meeting
THE SNOW SPORTS MARKET
60K FT VIEW
Sales reached $3.4B, up 3% in $ and up 2% in units sold for the 2012/2013
season.
19.3M participants
7M who didn’t participate but consider themselves skiers/riders
Channels:



Specialty, $1.9B – up 3% in units and up 1% in dollars
Internet, $746M - up 8% in units and up 11% in dollars
Chain Stores, $840M – down 5% in units and flat in dollars
Categories



Apparel, $1.5B – up 3% in units and up 3% in dollars
Accessories, $1.1B - up 1% in units and up 6% in dollars
Equipment, $841M - up 1% in units and flat in dollars
Source: *SIA RetailTRAK™ produced by Leisure Trends Group, August to March 2013 – Carryover Included
MARKET OVERVIEW
TOTAL SNOW SPORTS MARKET – EQUIPMENT, APPAREL AND ACCESSORIES IN ALL
CHANNELS
Inventories:
end
Finished the 2012/2013 season with $584M in inventory, just
2% higher than 2011/2012 but 29% higher than 2010/2011.
Equipment inventories, at $258 were 15% higher than season’s
2011/2012.
Carryover:
All carryover sales up 63%, specialty equipment margins
down 2% avg. 43.8% (38% for equipment)
Weather:
On Dec 25, 2012 (51% coverage), snow continued through
April
Consumers:
Slow economic recovery continues, problems remaining
include high unemployment and underemployment, stagnant
wages, and lack of opportunity for younger workers
(unemployment under 25 over 20%).
STATE OF THE SNOW SPORTS MARKET
Dollars Sold by Category in all Snow Sports Channels 2009/2010 - 2012/2013
$1,400,000,000
$1,200,000,000
Dollars Sold
$1,000,000,000
$800,000,000
$600,000,000
$400,000,000
$200,000,000
$0
Alpine Ski
Equipment
Nordic Ski
Equipment
Telemark
Randonee/ Snowboard Adjustable
Ski
AT Ski
Equipment
Poles
Equipment Equipment
2009/2010 $442,146,89 $42,528,501 $5,558,470 $11,400,974 $292,879,33 $1,190,163
$1,033,152, $209,708,95 $467,924,05 $605,866,30
2010/2011 $524,615,59 $44,930,246 $4,793,642 $15,373,446 $296,795,47 $1,737,107
$1,141,835, $210,896,26 $521,288,34 $673,855,53
2011/2012 $515,270,47 $32,881,630 $4,031,245 $14,569,595 $274,171,68 $1,811,110
$1,161,431, $186,557,28 $486,739,76 $588,440,16
2012/2013 $528,431,07 $34,779,190 $3,661,072 $17,796,778 $254,527,88 $1,916,614
$1,201,377, $179,037,85 $517,312,45 $617,749,64
Source: SIA RetailTRAK™ data produced by Leisure Trends May 2013. carryover included
Alpine
Apparel
Snowboard
Apparel
Equipment
Accessories
Apparel
Accessories
STATE OF THE SNOW SPORTS MARKET
$ Sales by Channel 2009/2010 - 2012/2013
$800,000,000
$700,000,000
$600,000,000
Diollars Sold
$500,000,000
$400,000,000
$300,000,000
$200,000,000
$100,000,000
$0
Equipment
2009/2010
$94,528,855
Apparel
Chain
$387,309,536
Accessories
Equipment
$284,790,146
$133,856,832
Apparel
Internet
$302,354,025
Accessories
Equipment
$161,610,998
$567,318,652
Apparel
Specialty
$603,844,352
2010/2011
$95,298,565
$440,452,619
$311,286,911
$141,741,147
$330,653,109
$179,857,697
$651,205,798
$646,481,692
$703,999,269
2011/2012
$68,604,823
$408,115,201
$268,747,735
$160,794,934
$367,949,566
$204,178,683
$613,335,973
$638,991,886
$602,253,511
2012/2013
$60,520,467
$410,136,746
$274,875,254
$174,398,852
$414,421,817
$221,271,116
$606,193,302
$636,570,276
$638,915,728
Source: SIA RetailTRAK™ data produced by Leisure Trends May 2013. carryover included
Accessories
$627,389,210
STATE OF THE SNOW SPORTS MARKET
Unit Sales by Channel 2009/2010 - 2012/2013
25,000,000
20,000,000
Units Sold
15,000,000
10,000,000
5,000,000
0
Equipment
2009/2010
742,945
Apparel
Chain
4,944,888
Accessories
Equipment
11,065,899
699,648
Apparel
Internet
2,796,695
Accessories
Equipment
3,762,267
2,824,868
Apparel
Specialty
4,893,902
2010/2011
655,974
5,430,038
11,608,134
656,382
2,929,323
4,094,802
2,980,029
5,133,561
20,043,566
2011/2012
459,804
4,743,705
9,198,800
722,449
3,269,146
4,528,417
2,718,418
5,091,540
16,090,325
2012/2013
424,438
4,813,019
8,448,579
787,762
3,716,753
4,726,866
2,720,928
4,994,442
16,951,168
Source: SIA RetailTRAK™ data produced by Leisure Trends May 2013. carryover included
Accessories
18,914,361
MARKET OVERVIEW
SPECIALTY REGIONAL SALES
Units Sold
Dollars Sold
Regional Specialty
Measures
2009/2010
2010/2011
2011/2012
2012/2013
2009/2010
2010/2011
2011/2012
2012/2013
Midwest
5,307,200
4,799,583
4,123,211
4,248,198
$359,477,814
$328,307,772
$309,058,152
$319,151,056
West
9,398,447
10,543,971
9,092,957
9,716,276
$641,831,501
$760,667,206
$721,493,096
$756,946,891
Northeast
6,505,761
7,498,781
6,142,759
6,131,590
$478,751,613
$577,433,113
$516,762,898
$504,512,183
South
5,421,723
5,314,822
4,541,356
4,570,473
$318,491,269
$335,278,668
$307,267,235
$301,069,157
All Regions
26,633,131
28,157,156
23,900,283
24,666,537
$1,798,552,196
$2,001,686,759
$1,854,581,381
$1,881,679,287
Source: SIA RetailTRAK™ data produced by Leisure Trends May 2013. carryover included
STATE OF THE SNOW SPORTS MARKET
Dollar Sales by Month 2009/2010 - 2012/2013
$1,200,000,000
$1,000,000,000
Dollars Sold
$800,000,000
$600,000,000
$400,000,000
$200,000,000
$0
October
November
December
January
February
March
2009/2010
August September
$257,678,088
$320,213,338
$382,661,687
$1,007,502,776
$475,826,909
$439,885,729
$279,234,080
2010/2011
$279,281,501
$283,860,655
$517,407,254
$1,155,916,422
$543,137,884
$424,161,778
$297,211,314
2011/2012
$306,755,692
$325,734,002
$546,974,947
$983,779,785
$459,750,647
$422,230,289
$287,746,950
2012/2013
$304,435,479
$311,108,045
$476,809,545
$999,159,277
$548,302,642
$456,449,470
$341,039,101
Source: SIA RetailTRAK™ data produced by Leisure Trends May 2013. carryover included
MARKET OVERVIEW
INVENTORY $ TRENDS
Inventory Dollars on March 31, 2009 - March 31, 2013
$180,000,000
$160,000,000
$140,000,000
$120,000,000
$100,000,000
$80,000,000
$60,000,000
$40,000,000
$20,000,000
$0
Alpine Ski
Equipment
Nordic Ski
Equipment
Telemark Ski
Equipment
Randonee/AT
Ski Equipment
2009/2010
2010/2011
Snowboard
Equipment
2011/2012
Alpine Apparel
2012/2013
Source: SIA RetailTRAK™ data produced by Leisure Trends May 2013. carryover included
Snowboard
Apparel
Equipment
Accessories
Apparel
Accessories
SNOW SPORTS PARTICIPANTS
RESORT VISITS 1996 - 2013
Skier/Rider Visits from NSAA Kottke End of Season Report 1997 - 2013
62
60
58
Millions of Visits
56
54
52
50
48
46
44
Source: NSAA Kottke End of Season Survey 1997 - 2013
SNOW SPORTS PARTICIPATION TRENDS BY
DISCIPLINE
14,000
Number of Participants (000's)
12,000
10,000
8,000
6,000
4,000
2,000
0
2008/2009 Season
2009/2010 Season
2010/2011 Season
2011/2012 Season
2012/2013 Season
Alpine Ski
Snowboard
10,346
10,919
11,504
10,201
8,243
7,159
7,421
8,196
7,579
7,351
Cross Country
Ski
3,848
4,157
4,530
4,318
3,307
Freeski
Snowshoe
Telemark Ski
2,711
2,950
3,647
3,641
5,357
4,922
3,431
3,823
4,111
4,029
1,435
1,482
1,821
2,099
2,766
SIA/Physical Activity Council 2013 Participation Study. ALL RIGHTS RESERVED.
12
ALPINE SKI PARTICIPANT PROFILE
Total Alpine Ski Participation
8,243,000 (▼19.2%)
2% are ages 6-17, 57% are between 18-44, 16% are 45-64
and 2% are 65+
Age
Total Alpine and Freeski Ski Participation
Difference between alpine and free?
Alpine Gender
.
11,355,000 (▼ 4%)
Self-identification with the discipline
60% Male, 40% Female
% alpine skiers with Household Income >$75k
63%
% of Core Alpine Skiers with Household Incomes >$100K
45%
Bachelor’s Degree or Higher
56%
States with the Most Alpine Ski Participants
% of Alpine Skiers that also Ride a Snowboard
CA, NY, CO, TX, MN
17%
Avg. Price paid for Flat Skis (bindings sold separately) at a
Specialty Shop
$420.24
Avg. Price paid for Ski Systems at a Specialty Shop
$426.31
Avg. Price paid for Alpine Boots at a Specialty Shop
$320.98
Avg. Number of Days Alpine Skiing in 2012/2013
7.6
SIA/Physical Activity Council 2013 Participation Study. ALL RIGHTS RESERVED.
13
FREESKI PARTICIPANT PROFILE
Total Freeski Participation
Age
5,357,000 (▲47%)
23% under 17, 50% between 18 and 34, 27% over age 35
Total Alpine and Freeski Ski Participation
Difference between alpine and free?
Freeski Gender
.
11,355,000 (▼ 4%)
Self-identification with the discipline
64% Male, 36% Female
% freeskier with Household Income >$75k
60%
Freeskiers w/ Bachelor’s Degree or Higher
49%
Percentage of Freeskiers of Asian/Pacific Island Decent
15%
Percentage of Freeskiers of Hispanic Decent
15%
Percentage of Freeskiers of African American/Black Decent
18%
Regions with the Most Freeskiers
Percent of freeskier who also Alpine Ski
Mid-Atlantic (25%) and Pacific (21%)
42%
Avg. Price paid at Specialty for Twin-Tip Skis
$420.74
Avg. Number of Days Freeskiing in 2012/2013
9.8
SIA/Physical Activity Council 2013 Participation Study. ALL RIGHTS RESERVED.
14
SNOWBOARD PARTICIPANT PROFILE
Total Snowboard Participation
Age
Gender
Bachelor’s Degree or Higher
7,351,000 (▼3%)
29% are under 17, 51% ages 18-34, 19% between 35 and 54 and only
1% over age 55
67% Male, 33% Female
42%
Avg. Price paid at Specialty for a Snowboard
$307.96
Avg. Price paid at Specialty for Snowboard Boots
$160.29
Avg. Price paid at Specialty for a Snowboard Bindings
$148.22
States with the Most Snowboarders
CA, NY, WA, CO, PA
Average Number of Days Riding
11.3
Percentage of Riders who also Alpine Ski
19%
Percentage of Snowboarders of Asian/Pacific Island Decent
10%
Percentage of Snowboarders of Hispanic Decent
9%
Percentage of Snowboarders of African American/Black Decent
10%
Household Income Above $75K per Year
48%
SIA/Physical Activity Council 2013 Participation Study. ALL RIGHTS RESERVED.
15
CROSS COUNTRY PARTICIPANT PROFILE
Total Cross Country Ski Participation
Age
Gender
3,307,000 (▼23%)
33% are under age 24, 42% are between 25 and 44, 20%
ages 45-64 and 5% ages 65+
60% Male, 40% Female
% with Household Income >$75k
49%
Bachelor’s Degree or Higher
59%
% of XC Skiers that also Alpine Ski
41%
Where XC Skiers Participate
Public Nordic Centers
Avg. Price paid for XC Skis at a Specialty Shop
$170.43
Avg. Price paid for XC Boots at a Specialty Shop
$119.37
Avg. Number of Days XC Skiing in 2012/2013
% of XC Skiers who are very interested in the Winter
Olympics
9.4
54%
SIA/Physical Activity Council 2013 Participation Study. ALL RIGHTS RESERVED.
16
THE GENERATIONS OF SNOW SPORTS
GEN Y (1986 – 2000)
•
•
•
•
•
40% of all snow sports
participants are part of Gen Y
(Baby Boomers down to <10%)
Tech Savvy – Gen Y grew up
with the Internet and smart
phones
Don’t Try to Sell them, Engage
them – Gen Y does not respond
to top-down sales pitches
Team/Group oriented – team
sports, organized play dates,
and social media make this a
generation about inclusion
Nurtured by authority, not
always respectful to it and often
skeptical of it
THE GENERATIONS
GEN Z (2001 – PRESENT)
•
•
•
•
•
•
•
Tech Dependent –connected since birth.
Enjoy immediate satisfaction of curiosity
and material needs. Expect to have a say in
the way things are made and executed.
Post 911 – generation that doesn’t
remember a world before the war on terror
Environmentally/socially responsible –
Environmental and social justice threats
more real to them
Avid Multitaskers– they can do many
things simultaneously including several
screens, conversations, and walking and
chewing gum
Raised by Gen X parents – Will they also
be rebellious, cynical and independent
Diverse – large generation defined by more
ethnic and character diversity
Socially casual – relationships are not as
structured –some researchers question
whether this generation will re-define
marriage and other standard relationship
models
Report Coming December 2013
THE GENERATIONS
GEN X (1965 – 1985)
•
•
•
•
•
Independent/individualist valuing
freedom, resourcefulness and selfsufficiency
Anti-authority - many in this
generation display a casual disdain for
authority and structured activities
including work hours.
Tech adept – we built the Internet.
Connected via social media, currently
addicted to smart phones
Ad Campaigns Aimed at Gen X Gen X rejected and even ridiculed
“Just Say No” and “This is Your Brain
on Drugs” but “Where’s the Beef?” and
“Just Do It” worked
Gen X produced and is raising Gen
Z will the same attitudes and traits be
passed down?
Note - Longitudinal Study of American Youth, began 1986, U Michigan – ongoing work can be found in the Gen X
reports
NOTABLE TRENDS
SNOW SPORTS AND AMERICAN INACTIVITY
When 28% of Americans are inactive and 26% are obese, can ski/ride clubs
sell themselves on benefits of physical activity?
Equivalent in
Slices of
Equivalent in Beers Pepperoni Pizza
2012/2013 Season
Discipline
Total Calories
Burned 2012/2013
Equivalent in
Cheeseburgers
Alpine Ski
112,764,240,000
161,091,771
751,761,600
375,880,800
Freeski
94,497,480,000
134,996,400
629,983,200
314,991,600
XC Ski
34,194,380,000
48,849,114
227,962,533
113,981,267
Snowboarding
149,519,340,000
213,599,057
996,795,600
498,397,800
Snowshoeing
20,386,740,000
29,123,914
135,911,600
67,955,800
Total Snow Sports
411,362,180,000
587,660,257
2,742,414,533
1,371,207,267
Sources: SIA Participant Study data produced by the Physical Activity Council and Gallup
HIPSTERS AND URBAN WOODSMEN
CONSUMER TRENDS – LOOK AT ME!
Action Camera Sales
113,069
94,822
43,692
12,066
2009/2010
2010/2011
2011/2012
Source: *SIA RetailTRAK™ produced by Leisure Trends Group, August to December 2012 – Carryover Included
2012/2013
BACKCOUNTRY GEAR SALES IN SNOW SPORTS CHANNELS
SPLITBOARD SALES
3,695
3,496
1,341
342
2009/2010
2010/2011
Source: SIA RetailTRAK™ data produced by the Leisure Trends Group
2011/2012
2012/2013
BACKCOUNTRY EQUIPMENT TREND DRIVER
Alpine/AT Boots Unit Sales
Alpine/AT:. alpine DIN boots
that can be converted to an
AT/Touring sole for
backcountry use. These
boots also have a walk
mode controlled by a lever
on the back of the boot.
77,060
29,485
17,719
5,252
2009/2010
2010/2011
2011/2012
2012/2013
OPPORTUNITIES
•
Good Snow = Healthy Sales and
Participation – perception based on late
season 2012/2013 conditions
•
Late season snow 2012/2013 means
cleaner inventory and more in-season
gear for 2013/2014
•
Medical benefits of activity and stress
reduction could be translated into
increases in sales in the snow sports
market.
•
Opportunity to exploit consumer trends in
Gen Y and Gen Z
•
Improving economic conditions bring
discretionary income dollars back to the
snow sports market