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Snowsports Data, 2008

post #1 of 12
Thread Starter 

Following is the 2008 SIA Snow Sports Fact Sheet. These are statistics from SnowSports Industries America (SIA) and other sources. Click on one of the underlined phrases below to jump to that section.

If you need more information than is provided in this basic version, the 2008 SIA Intelligence Report is the source. The SIA 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 2008 SIA Intelligence Report is scheduled for release on September 9, 2008.



Total Number of Snow Sports Participants

Year Alpine Snowboarding Cross Country
2007 5,494,000 5,063,000 1,665,000
2006 6,394,000 5,204,000 2,560,000
2005 6,900,000 5,987,000 1,873,000
2004 5,903,000 6,572,000 2,352,000
2003 6,772,000 6,309,000 1,935,000
2002 7,402,000 5,589,000 2,202,000
2001 7,660,000 5,343,000 2,337,000
2000 7,392,000 4,347,000 2,338,000

Source: National Sporting Goods Association, 2007 Sports Participation Study
These figures represent participants who are 7+ years old and participated in a sport more than once during the calendar year 2007. For questions on participation, please contact NSGA at (847) 296-NSGA or info@nsga.org.



Gender of Skiers and Snowboarders - 2007 calendar year

Gender Alpine Snowboard Cross Country
Male 60.1% 73.6% 52.9%
Female 39.9% 26.4% 47.1%

Source: National Sporting Goods Association (NSGA), 2007 Sports Participation Study



Age of Skiers and Snowboarders - 2007 calendar year

Age Alpine Snowboard Cross Country
7-11 9.7% 15.4% 4.8%
12-17 14.9% 26.7% 3.4%
18-24 11.0% 37.6% 19.5%
25-34 11.8% 9.0% 22.0%
35-44 19.6% 7.4% 12.7%
45-54 20.4% 2.9% 22.8%
55-64 9.7% .2% 9.8%
65-74 2.5% .8% 5.0%
75+ 0.2% 0% 0%

Source: National Sporting Goods Association (NSGA), 2007 Sports Participation Study



Total Number of U.S. Skier/Rider Visits (In Millions)

Season Northeast Southeast Midwest Rockies Pacific Total
2007-08 14.1 5.2 8.1 21.3 11.4 60.5
2006-07 11.8 4.9 7.2 20.8 10.3 55.1
2005-06 12.5 5.8 7.8 20.8 11.9 58.8
2004-05 13.7 5.5 7.5 19.6 10.6 56.9
2003-04 12.9 5.6 7.8 18.9 11.9 57.0
2002-03 14.0 5.8 8.3 18.7 10.9 57.6
2001-02 12.2 5.0 7.0 18.1 12.1 54.4
2000-01 13.9 5.5 7.6 19.1 11.1 57.2

Source: National Ski Areas Association (NSAA) Kottke National End of Season Survey, 2007-08. 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 by Consumers at Snow Sports Specialty Stores

Season Apparel Equipment Accessories Total
2007-08 $661,139,470 $570,706,798 $632,867,237 $1,864,713,505
  39% 28% 33% 100%
2006-07 $623,168,013 $564,349,174 $593,962,794 $1,781,479,981
  35% 32% 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%
2003-04 $513,937,507 $641,456,028 $556,509,695 $1,711,903,230
  30% 37% 33% 100%
2002-03 $475,820,613 $662,723,389 $569,085,259 $1,707,679,261
  28% 39% 33% 100%

Source: SIA Retail Audit - August 1 to March 31 - 2002-03 to 2007-08
*Percentages are rounded and may not equal 100%



Products Purchased Online

Season Apparel Equipment Accessories Total
2007-08 $258,847,926 $113,166,387 $119,732,372 $491,746,685
% of Market 53% 23% 24% 100%
2006-07 $189,418,120 $64,408,888 $83,635,678 $337,462,685
% of Market 56% 19% 25% 100%

Source: SIA Retail Audit - August 1, 2007 to March 31, 2008



Selected Product Sales Trends at Snow Sports Specialty Shops

Product 07-08 Season
06-07 Season
Change in Units
Twintip Skis (Flat Skis) 39,034 29,609 32%
All Alpine Flat Skis 240,760 246,437 -2%
Alpine Ski Systems 227,252 226,546 0%
Snowboards 297,278 305,723 -3%
Softshell Parkas 236,599 199,855 18%
Randonee/AT Ski Equipment 4,637 4,212 10%
Helmets 686,366 617,133 11%
Snowboard Tops 389,563 352,957 10%

Source: SIA Retail Audit - August 1, 2007 to March 31, 2008
post #2 of 12

I would love to see some historical data on advertising budgets for promotion to non-skiers.

post #3 of 12

Thanks for the interesting numbers. What's happening to the skiers? Is the sport just down overall?

 

Not surprising to see that the majority of snowboarders are 12-24 years old.

post #4 of 12

Threads like this always make me wonder if we're going to see expertise booms,  sort of like baby booms except in expertise not age,  that could change the overall distribution of what lessons are on offer.    Correlated, conceivably, to economic prosperity combined with good snow years.

 

For example, imagine a year with -really- high skier visits, kinda like, oh, 2002.    Four years from then (in 2006 say) you might expect to see a wave of intermediates with approx 40 days experience,  in ski school,  needing to work on their transitions.

 

 

 

post #5 of 12

Wow, a drop last year of 20% in visits from the 2001-2003 "boom" years, if you can call them that. 

 

A drop from $662,000,000 to $570,000,000 in equipment sales, despite (or as a result of) the rising cost of skis and boots.  I wonder if this just means skiers are "making do" with older gear, or simply only ski/ride a couple of times a year and prefer to rent.  I bet the numbers for this year are more along $400,000,000!

 

I figured people were on the hill less: the sport is expensive and until this year, was really getting out of control price wise.  So many more winter entertainment options these days (or distractions: TV, video games, being too "busy" to enjoy life, people simply being too connected IMO), and people in general are less athletic and active.  In Oregon, it was reported that obesity in the state has reached it's highest level ever recorded, which is extremely sad.  When my parents were growing up, you skied on the weekends: there wasn't much else to do.  Now, in Bend (somewhat of a mountain town) I bet that only 10% of the kids living here ski much, if at all.    

post #6 of 12

Some more stats that the Outdoor Foundation just released this week from a sampling of some 41k.  Will be interesting to see how close these numbers are with SIA's next year.  Click on the stats to link to the full report- or easier viewing.

 

Telemarking and snowshoeing had biggest % growth of all categories.

post #7 of 12

Dawg I understand you are in the Business so You should see that the largest numbers for  equipment sales would be soon the transition years from the firs generation of shaped skis To the newer and better skiing  second generation, mid fat skis. 

 The cost of new gear has kept me out of the ski shop. i have a 3 ski quiver. my old rotation of that gear was about one pair ever other year. now i try to get at least three seasons out of my gear and more.  Even with tempting mega discounts the gear has gotten horribly expensive. By the way You have had some amazing deals. wish i had a few extra bucks on hand.  Most of this cost increase is not a fault of the retailer or even the Manufactures . It's the weak US dollar.

post #8 of 12

Yeah, with the rising cost of equipment, I've changed from replacing skis every 100 days to more like every 160 or so days.  It was amazing, once my income went from 6 figures to low 5 (or 4) figures, the SKIS JUST STARTED LASTING LONGER!  

post #9 of 12

It's the cost of the visit, not the gear (which is like any sport). $80 tickets, $5 beer, $12 sandwich, hotels, Pass prices fluctuating wildly. Everyone in the industry is like: you're here and have to buy our stuff, (so reasonable pricing be damned), we've got ya! . Tell ya what, you may have them now, but they don't have to come back. Is pricing just arbitrary, agressive, extreme gouging?!!!!!! Can the skiing industry survive with only the wealthy on the hill?

post #10 of 12


Total Number of Snow Sports Participants

Year Cross Country
2007 1,665,000
2006 2,560,000
2005 1,873,000
2004 2,352,000


No way are the nunbers jumping around like that.  Is any of the data any good?

post #11 of 12

Could XC be more weather dependent?  I know, at least for places in WV, it tends to be feast or famine, winter to winter. 

post #12 of 12

I wondered about that, but I can't see it going from 2.5 million to 1.6.  I mean, how many xc skiers are in fringe areas period?

 

They must be mixing data sources from year to year.

 

Here's a diffent source giving a 2007 number very close to the 2006:

 

http://www.xcski.org/media_center_research.php

 

2007 Cross Country Skier Demographics
December 31, 2007

If we're going to make good operational decisions, we need to know our guests.

Here's information from National Sporting Goods Association, courtesy of Snowsports Industries America, covering skiers in the U.S. We would welcome comparable information on the Canadian industry. (Charts are included in the download document.)

2.6 million Nordic skiers spent an average of 7.8 days skiing during the 2006-'07 season
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