Sport Chek a corporate banner of The Forzani Group Ltd., has teamed up with Ski Canada Magazine to bring consumers the first ever Ski Canada Sport Chek Skiers Gear Guide. The issue features results of the Ski Canada Test on the ski assortment and equipment available at Sport Chek stores across Canada.
The 36-page Sport Chek Skiers Gear Guide issue is inserted into every Ski Canada Magazine and available at newsstands, by subscription and exclusively in Sport Chek stores. Ski Canada’s accomplished testers from across Canada, together with editorial staff, reported on each ski category, and rated the skis on performance, weight, style, handling, and versatility measures. The ski tests were rigorously controlled adhering to Ski Canada testers impartiality and test criteria.
Sport Chek’s foremost goal was to ensure that the guide would be a great resource for skiers and be a complete and easy to follow tool. To this end, Sport Chek together with Ski Canada provided recommendations on how to choose the right ski, all incorporated into an intuitive guide with coloured symbols that correlates the 44 tested skis to the consumers abilities and preferences. The gear guide also includes a review of Sport Chek’s ski binding systems, boots, goggles, helmets, poles and accessories. The ski boot assortment pages are categorized by brands and gender, addressing the innovations and aesthetic improvements in ski boot design, and the specific models anatomically designed to shape to a women’s leg and foot.
Ski Canada’s readers are in the broad centre of the downhill ski market, inclusive of all age groups and linked by their common passion for the sport of alpine skiing. “The synergy that will be created between our ski consumers and Ski Canada’s dedicated audience is what drew us to produce this guide. We want the gear guide to be a great initial resource on our ski product portfolio, resulting in many more consumers visiting Sport Chek to buy their ski products,” said Hubert Wat, VP of Corporate Marketing for The Forzani Group Ltd., “Not only is the guide extremely easy to use and access, but helps consumers make educated comparisons and choices.”
“We are excited by the opportunity to work with Canada’s largest sporting goods retailer to create a customized guide to alpine ski gear”, said Paul Green, publisher of Ski Canada magazine. “Ski Canada and Sport Chek share the notion that skiers need unbiased information before making their alpine ski gear selection. That’s why Ski Canada has been testing skis since 1982. An informed customer is a ski shop’s best customer.”
