The Snowsports Industries America (SIA), the national trade association representing the winter outdoor industry, released its 2023/24 Participation Study. For the first time, the total number of U.S. participants in snowsports activities exceeded 30 million in a single winter season.
This annual study highlights key trends and insights from the past season and a comprehensive view of the health and growth of the snowsports industry.
Key takeaways include:
- Over 30 million U.S. consumers participated in winter activities, driven primarily by increases in snowboarding and sledding.
- While the overall pace of growth slowed compared to previous years, most individual snowsports, including snowboarding, which had the largest growth rate at approximately 9 percent, skiing, cross-country skiing and snowshoeing continued to see positive growth trends.
- Participation growth was concentrated among younger age groups and males, indicating a strong interest in snowsports from new and emerging generations of winter outdoor enthusiasts. The most growth came from groups under 18 and those 18-to-24, while participation among 25-to-54-year-olds was largely unchanged.
- Approximately 13 percent of consumers identified as Black, and 17 percent as Hispanic, new highs for both groups.
Nick Sargent, president of SIA, expressed positivity about the continued, albeit slower, growth across most winter sports. “Hitting the 30 million mark is a major milestone for the snowsports industry,” said Sargent. As an industry we must continue to grow participation, welcome new and diverse participants and work together to tackle climate change in order to ensure a sustainable future of the industry.”
The complete study is available to SIA members through the SIA Member Portal. Go here to learn more about SIA membership.
